Does doing good do good? How pro bono work may benefit advertising agencies

World Advertising Research Center
Publication Type:
Journal Article
Journal of Advertising Research, 2010, 50 (4), pp. 440 - 449
Issue Date:
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The article presents advertising research on the creation of public service advertising by advertising agencies on a volunteer or so-called "pro bono" basis. Grounded theory is use to examine advertising agency business communication and trade publications, and identifying different types of pro bono work. Aside from the image advantages of identifying an agency as a socially responsible business, more business-related advantages to assisting nonprofit organizations were found including more opportunities for creativity, employee motivation, and attracting new clients.
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