Abstract:
Advocacy advertising is a subset of corporate institutional advertising and is concerned with the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the position and interest of the sponsoring corporation and projects the sponsor in the most positive light. Advocacy advertising has many facets and can range from largely educational and informational character about a particular issue or general idea to the advocacy of a specific political or legal act, adoption of a public policy, or attack on the actions of a particular political group or governmental agency. Thus a campaign could be both adversary and non-adversary in character.
This could also be of interest:
Research Papers
Corporate advertising
Catalogue: Seminar 1978: The Business Of Advertising
Author: Marie-Reine de Jaham
 
June 1, 1978
Research Papers
The role of research in developing Europeanwide corporate communications
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Richard Beswick, David Smith
Company: DVL Smith Ltd
June 15, 1991
