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Transparency, Purpose, and the Empowered Consumer: A New Paradigm for Advertising

Article | Free | Mar 23, 2015

This paper focuses on one central question: Can the advertising industry use principles rooted in CSR to engage consumers, build trust, and secure long-term brand loyalty in today’s volatile media landscape? Our conclusion is that there can be a powerful relationship between corporate responsibility and effective advertising. This paper outlines three opportunities for advertisers to embrace corporate responsibility and secure business benefits by enhancing transparency, empowering audiences, and taking a purposebased approach.


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