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14.08.202008.2020с 01.01.2020
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Journal section "Formation and development of territorial communities"

Efficiency of social advertising: opinions of social workers (case study of the Murmansk Oblast)

Shovina E.N.

2 (70), 2014

Shovina E.N. Efficiency of social advertising: opinions of social workers (case study of the Murmansk Oblast). Problems of Territory's Development, 2014, no. 2 (70)

Abstract   |   Authors   |   References
The effectiveness of social advertising should be assessed in accordance with definite indicators. At present, however, the content of the concepts “efficiency of social advertising”, “quality of social advertising” and “indicators of social advertising efficiency” is open to question. The article, based on the analysis of the results of expert interviews and a questionnaire survey, identifies the indicators of social advertising efficiency that are important for social workers as a professional group that uses this type of advertising most often. The author presents an assessment that social workers give concerning the level of using social advertising in social institutions, the ways and means of enhancing the effectiveness of its use in the region. The article makes an attempt to identify the factors that influence the evaluation of social advertising efficiency

Keywords

murmansk oblast, social advertising, effectiveness of social advertising, social work