Comparison of the effectiveness of social responsibility campaigns in conventional and digital advertising

The purpose of this study was to identify the key factors that determine the effectiveness of socially responsible advertising, as well as to compare conventional and digital channels of its distribution to identify the most effective communication strategies. The methodology included content analysis of Albanian advertising materials, quantitative and qualitative consumer surveys, analysis of the advantages and disadvantages of conventional and digital advertising channels, as well as expert interviews with marketing and digital advertising specialists. The study revealed that social advertising is better remembered on social media, where the figure was 82%, while on television it was lower at 58%. The findings of this study can be useful for marketers, public relations professionals, and researchers in the field of social communication.