Widawska-Stanisz A., Sowier-Kasprzyk I. The promotion of phisical activity in shockvertising campaigns

Economic Processes Management: International Scientific E-Journal. 2017. № 2
Section: Practice of economic processes management

Cite this article:
Widawska-Stanisz A., Sowier-Kasprzyk I. (2017). The promotion of phisical activity in shockvertising campaigns, Economic Processes Management: International Scientific E-Journal, 2, Retrieved from: http://epm.fem.sumdu.edu.ua/download/2017_2/epm2017_2_12.pdf

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Authors:

Widawska-Stanisz Agnieszka
Dr Inż., Faculty of Management, Institute of Marketing, Department of Market Research and Market Segmentation,
Czestochowa University of Technology, Poland
Sowier-Kasprzyk Izabella
Dr Inż., Faculty of Management, Institute of Marketing, Department of Market Research and Market Segmentation,
Czestochowa University of Technology, Poland

Abstract:
Preferring passive life style and the problems with obesity eventuating from this fact, have become very common in many countries. According to research, the physical activity of Poles turns out to be under the average for EU countries. (Sport activity of Poles, 2015, p.3) The promotion of physical activity is one of the most important tasks of public health. The publicity of physical activity, habits of caring for health and wellbeing should be realized by national and local authorities, media and organisations connected w sport and recreation. Next, there are subjects providing sport- recreation services, which use properly worked out marketing programs, apart from purely business goals, they can also become the promoters of physical activity. The aim of this article is to present shocking advertisement as the part of social campaigns influencing the changing the passive lifestyle for the active one. Shown in this article research was conducted among students of one university. The goal of research was the assessment of emotions which were aroused by showing examples of campaigns and their influence on the willingness to take up physical activities by the youth. The article contains the examples of campaigns and the results of research into using this kind of actions among young people. It was assumed, that the showing shocking messages concerning the consequences of lack physical activity, influences on taking up such activity by young people.

Keywords:
advertising, shockvertising, marketing of services, promotion

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