Comparative Analysis of the Impact of Societal Marketing on Consumers in Russia and Abroad

For a long time, the economic and social goals of the enterprise were considered as competing, however, in recent years, more and more researchers emphasize that in certain situations, these two directions can be combined and lead to a common goal. The concept of socially responsible marketing has become an excellent strategy for promotion with a social aspect and for obtaining consumer approval. In Russia, such self-consciousness is still being formed and only in the last few years Russian companies have begun to invest in socially responsible activities, including societal advertising. The purpose of this work is to identify differences in the impact of social advertising on the attitude of customers in Russia and abroad to form recommendations for the creation of societal advertising campaigns in Russia. The paper presents 2 societal advertising campaigns: Dove and Nike. According to the results of the study, the hypotheses that Russian consumers are more skeptical about societal advertising than foreign ones; men perceive social advertising more critically than women and the younger generation approves social advertising more than the elderly were confirmed.