oa Journal of Marketing - Eating burgers and doing : the starting point
One of the big buzz phrases dominating the Cannes Festival of Creativity this year has been advertising for good - or, to be a little more snappy - 'goodvertising'. The excellent Contagious magazine sums up the concept perfectly: 'People and companies are currently reevaluating their priorities. They are looking for more transparency in the domain of communal, social and environmental responsibility. Goodvertising is a term that explains the role of advertisers in the resurgence of ethical marketing being practiced by companies.'
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