Advertising in a self-government unit’s communication activities
DOI:
https://doi.org/10.31261/SPUS.2020.28.05Keywords:
local self-government, promotion, native advertising, comparative advertising, local self-government mediaAbstract
The article concerns the activity of local self-governments in the area of persuasive communication. What it aims at is determining the legitimacy and compliance of the actions taken with the applicable regulations and also at indicating the conditions that should be met by public administration advertising policy. The characteristics of promotional schemes implemented directly by municipalities and communes as well as through external broadcasters, including mass media, was presented. Furthermore, the article presents and discusses the results of empirical research on advertising techniques and tools available to local selfgovernment units, their social outreach and the amount of budgetary expenditure allocated for promotion.
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