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Healthcare Glossary

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Advocacy

The active support of a cause or course of action. Advocacy Advertising is generally used in supporting a certain cause, opinion, or a matter of public significance or concern. Advocacy Ads are specific advertisements used generally political campaigns. These advertisements stem from the power of soft money, which funds various campaign strategies. "Soft" money is a financial contribution to for example, a political party, to fund and build the party generically.

See also:
Defining Advertising Goals for Measured Advertising Response (DAGMAR)
Campaign
Advocacy & support groups

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