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La publicidad de bien público: 1 (Spanish Edition) Pdf

Download La publicidad de bien público: 1 (Spanish Edition) Pdf

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Book Description:

La presente obra es publicada en la Argentina por iniciativa del Consejo Publicitario Argentino a
partir del libro editado en Gran Bretaña por la Oficina Central de Informaciones del Gobierno (COI por
sus siglas en inglés) que además de ser el mayor anunciante del país es quien con sentido estratégico
y abarcativo, realiza la mayoría de las campañas publicitarias de bien público destinadas a tratar
temas de interés que hacen al bien común y a la mejora de la calidad de vida de los ciudadanos.
La publicidad de bien público resume el aporte de diferentes expertos en la comunicación social
quienes analizan y dan recomendaciones sobre todas las variables que hacen a la publicidad de bien
público eficiente, apelando a los valores, la generosidad y la ética en los temas más relevantes de
las demandas y necesidades sociales.
En la mayoría de los países de Latinoamérica existen entidades del tercer sector, como es el
caso de Consejo Publicitario Argentino que realizan campañas de publicidad de bien público que en
algunos casos complementan la función del Estado. Dichas entidades lo hacen apelando a la generosidad
del sector privado que aporta el expertise de profesionales de la comunicación, recursos
económicos, creatividad publicitaria y espacios que en su gran mayoría son cedidos gratuitamente
por los medios de comunicación. De esta forma, con el apoyo de entidades expertas en cada una de
las problemáticas como asociaciones científicas, organizaciones no gubernamentales, psicólogos o
profesionales de muy diversas especialidades, abordan campañas que suelen tener un fuerte impacto
en la sociedad.
La publicidad de bien público no solamente es un libro de lectura obligatoria para quienes se interesan
por la comunicación social sean profesionales o no, sino que puede considerarse como el primer
information de consulta para quienes procuran campañas centradas en la creación de valor social.
Pensamos de todas maneras que el verdadero fondo de la cuestión se revela en la práctica, al momento en que las empresas implementan sus acciones, ejercen un determinado trato y establecen un vínculo laboral que evidencie respeto hacia sus colaboradores, el apego a la legislación vigente y el deseo de generar un ámbito de colaboración que haga de un día laboral “un buen día”.

Sin perder la imprescindible visión internacional, el libro presenta una estructura que desarrolla los temas centrales actualizados de la función con ejemplos y aplicaciones locales, incluyendo además otros novedosos temas habitualmente no tratados en este tipo de obras dedicadas fundamentalmente al profesorado y alumnado universitario




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