Prejudices are a big problem in our society and something that some underprivileged groups suffer from more than others. One of the many negative effects of prejudices is that some groups are finding it more difficult than others to get a job. One of these groups are people with a disability. Would it be possible to reduce prejudices and change negative attitudes by using commercials? If so, how could it be accomplished?The purpose of this study is to investigate how the prominent participants of Arbetsförmedlingen’s campaign Se Kraften are depicted in the campaign. I have analysed two texts, two film clips and one image from the campaign by using qualitative text analysis and multimodal analysis. I have also used a comparative analysis between the results of the accomplished analysis and the expressed strategies of the campaign.The results show that people with a disability are depicted as active and just as good co-workers as people without a disability. The employers in the campaign are depicted as people who employ people with a disability and who encourage other employers to do the same thing. Arbetsförmedlingen are depicted as an administrative authority which can help employers with the employment of people with a disability and the target audience “employers” are depicted as people who obviously want to employ people with a disability.

La ressource en eau à Jakarta est abondante,du fait que la pluviométrie annuelle moyenne à Jakarta est de 2500 mm/an et que la ville est traversée par 13 cours d’eau d’importance. Cependant, elle ne peut pas répondre aux besoins de ses habitants en matière d’approvisionnement en eau. De plus, l’accès à l’eau propre est inégal en fonction des critères socio-spatiaux de la communauté jakartanaise. Par ailleurs, la société indonésienne, dans son ensemble et la société jakartanaise en particulier, ont tendance à penser que la ressource en eauest illimitée. Cela conduit à une utilisation excessive de la ressource en eau qui aggrave le problème d’approvisionnement en eau. En se basant sur les enjeux ci-dessus, cette étude cherche premièrement à mettre en évidence les causes du paradoxe de l’eau à Jakarta en tenant compte de la trajectoire historique de l’approvisionnement en eau à Jakarta. Deuxièmement, des enquêtes de terrain auprès de la communauté jakartanaise en fonction des catégories socio-spatiales différentes ont été effectuées pour connaître la compréhension de l’inégalité de l’approvisionnement en eau qu’ont les citadins qui vivent ce phénomène au jour le jour, et en quoi cela affecte leurs perceptions etleurscomportements sur l’eau. Enfin, comme Jakarta est peuplée de 9,7 millions de personnes, les économies d’eau réalisables paraissent importantes. Une approche empruntée au domaine du marketing, «le marketing social», me semble prometteuse pour convaincre les populations d’économiser l’eau. Une étude de cas du programme « Gerakan Molto Ultra Sekali Bilas/ Mouvement d’un seul rinçage», effectué par Unilever, sera analysée pour valoriser et justifier le potentiel du marketing social. / The water resources in Jakarta are abundant because the average rainfall in Jakarta is 2500 mm/year and this city is crossed by 13 important rivers. However, Jakarta cannot meet the needs of its inhabitants when it comes to an appropriate “drinkable” water supply. The access to the appropriate“drinkable” water is unequal according to various socio-spatial criteria pertaining to the Jakartan community. Moreover, the Indonesian society in general, and Jakartans in particular, tend to think that water resources are unlimited. It leads to an excessive use of water resources which deteriorates the water supply problem in Jakarta. Based on the issues above, this study tries in the first place to highlight the causes of the water paradox in Jakarta, taking into account an historical trajectory of the way the water supplying system evolved in Jakarta. Secondly, field surveys within the Jakartan community, according to the different socio-spatial categories, were conducted to see how the inhabitants understand the disparity of the water supply, as they face this phenomenon day to day. It can affect their perceptions and behaviors concerning water. Finally, since the Province of Jakarta is populated with 9.7 million people, water savings seem important. The approach borrowed from the marketing domain, “social marketing” appears to hold potential to convince and persuade the community to preserve water. A case study of Unilever’s program, “Gerakan Molto Ultra Sekali Bilas”, will be analyzed in order to justify the potential of social marketing.

Allt fler människor använder sig av sociala medier via sina mobiltelefoner. Mobiltelefonernas egenskaper tillåter användarna att kommunicera på ett snabbt och platsoberoende sätt. Flera stora välgörenhetsorganisationer i Sverige har börjat mobilanpassa sina hemsidor. Däremot används inte sociala mediers mobilanpassade funktioner för att tillåta social interaktion. Denna uppsats undersöker hur välgörenhetsorganisationer kan tillåta användare av mobila sociala medier att dela med sig av sitt engagemang till sitt sociala nätverk, för att öka givandet via mobiltelefoner. En målgruppsundersökning bestående av semistrukturerade intervjuer och en enkätundersökning över Facebook utfördes i samarbete med Svenska Röda Korset. Målet var att få en större inblick i hur människor i Sverige med intresse för en typisk välgörenhetsorganisation använder sina mobiltelefoner och sociala medier i vardagen och för välgörenhet. Resultaten visade att människor använder sociala medier till att främst dela bilder och saker som hänt dem just för stunden. Det fanns ett delat intresse att vilja sprida vidare information om sin gåva till andra användare av sociala medier. De som tyckte det fyllde en bra funktion kunde framför allt tänka sig att dela bilder, händelser och hur man valt att stödja välgörenhetsorganisationen. Målgruppsundersökningen låg sedan till grund för framtagandet av en kravspecifikation som användes vid utvecklingen av en prototyp. Den utvecklade prototypen visar hur en mobilanpassad gåvotjänst kan använda social interaktion över mobila sociala medier i syfte att öka givandet. / More and more people use social media through their mobile phones. Mobile phones features allow users to communicate in a fast and location-independent manner. Several major charity organizations in Sweden have begun to adapt their websites for the mobile web. However, mobile-adapted social media features aren’t being used to allow social interaction. This paper examines how charities can allow users of mobile social media to share their commitment to their social network to increase the giving via mobile phones. An audience research consisting of semi-structured interviews and a survey conducted over Facebook was carried out with help from Swedish Red Cross. The goal was to gain a greater insight into how people in Sweden with an interest in a typical charity using their mobile phones and social media in everyday life and for charity. The results showed that people use social media to primarily share pictures and things that happened to them at the moment. There was a shared interest in wanting to share their support to others. Those who thought it filled a great feature were particularly willing to share pictures, events and their support. The audience research then formed the basis for the development of a specification that was used during the development of a prototype. The developed prototype shows how a mobile adapted gift service can make use of social interaction over mobile social media to enhance the giving.

Frågeställning: Vilka nyckelaktiviteter använder sig företag av för att skapa värde tillsammansmed sina kunder i sociala interaktioner? Syfte: Studien syftar till att undersöka vilka aktiviteter respondentföretagen utför i sinvärdeskapande process tillsammans med sina kunder och användare i sociala interaktioner meddessa. Metod: En kvalitativ undersöknings design där semistrukturerade intervjuer utfördes medmålstyrt urval av 7 respondenter från olika företag i olika branscher. Slutsats: Studien visar att de företagen som undersökts ägnar sig åt olika typer avnyckelaktiviteter i den värdeskapande processen med kund i sociala interaktioner. Det finns vissanyckelaktiviteter som är gemensamma för de olika företagen och vissa används mer flitigt ellerframgångsrikt än andra. Oavsett vilka aktiviteter som utförs och oavsett företag så visar studienatt det finns en grundläggande process. Denna består av att företaget skickar ut någon form avoutput som når kunden och engagerar denna. Processen drivs av engagemang och företaget fåreller samlar input från kundernas engagemang. Denna input analyseras och återgår i företagetsom på så sätt kan förändra och förbättra sin output för att fortsätta engagera sina kunder isociala interaktioner. / Research-question: Which key activities do companies use to create value together with theircustomers through social interactions? Purpose: This study aims to investigate which activties the interviewed companies use in theirvalue-creation processes with their customers through social interactions. Method: The research question was examined by using a qualitative research design, throughsemi-structured interviews. A purposefull sample of eight respondents with different positions,from various companies operating in multiple fields. Conclusion: The study indicates that the interviewed companies use different kinds of keyactvities in their value-creation processes with their customers through social interactions. Someof the activities were shared in all of the companies, and some are more commonly used and hasproved to be more efficiant than others. Regardless of which activities were used by thecompanies, and regardless of which company, there was a similar process used by all companies:the company sends out output, this output reaches the customers and engages them. The processis driven by this engagement and through this engagement the company can gain information andknowledge, which they use to improve and make changes that are necessary to better match theircustomers’ needs and wishes. The improvements that are implemented by the companycontributes to the customers’ engagement and encourages them to continue with their socialinteractions with the company.

Shifting towards sustainability in environmental, social and economic systems is an urgent concern for society today. In order to contribute to this, the thesis focuses on behaviour orientated social marketing campaigns, which can complement the broader changes required. This study adds knowledge to communication design for social marketing campaigns to improve the conversion of information to action helping move society towards a more sustainable future. Results, drawn from the literature, case studies and interviews, demonstrated the need for a shared vision, detailed knowledge of both the audience and behaviour, development of a network to support the campaign and better use of behavioural psychology and social media. Overall it was found that a more strategic approach is needed during the design and implementation of social marketing campaigns. The Framework for Strategic Sustainable Development (FSSD) was used to structure findings and provide context for campaigners. In practice the FSSD would be used to inform The Strategic Planning Process (SPP), proposed for development of social marketing campaigns that move society towards sustainability.

No description available.

Technology and the boom of the internet have encouraged people to connect with each other, share information and build relationships (Stelzner, 2009; 2010) and the social web has presented a new form of communication through social media which allow people to interact and converse with each other (Evans, 2010). This presents marketers with the opportunity to affect consumers purchase decisions through online marketing and social media. This social engagement by consumers has significant impact on marketing activities as marketers need to be aware of the factors affecting consumer’s purchase decision (Evans, 2010). Continental Tyre South Africa (CTSA), a local tyre manufacturer, is embarking on a social media marketing strategy. No other local tyre manufacturer has a presence on social media platforms. As a result CTSA would have first mover advantage. The main objective of the research that follows is to establish if South African tyre purchasers are supportive of social media as an online research tool to learn more about tyre brands. The significance of this research study is that marketing communications has taken on a different dimension with the growth of online market places and the natural step for CTSA is to engage in social media marketing. The literature review revealed that many modern consumers sought peer advice over social networks thus social media has promoted consumer-to-consumer communication and has made it possible for consumers and brands to interact with each other (Mangold and Faulds, 2009). It was concluded that whilst social media marketing presents marketers with a more cost effective form of marketing, further research regarding South African’s online purchasing activities would be required to assess if the time, money and resources required to manage social media marketing for CTSA would be beneficial to the organisation. As a result a qualitative empirical study was conducted by means of a questionnaire. The research elements were broken down into three segments; the internet and social media, consumer-brand engagement and online iv recommendations. The research revealed that social media marketing is an appropriate strategy for CTSA. The main findings further revealed that CTSA would need to engage in an aggressive traditional marketing campaign in order to drive consumers to engage in the social media campaigns. Strategies must include dedicated social media fan pages, online banners, and online advertisements. Based on the research analysis it is recommended that that most appropriate social media platforms for CTSA to launch social media marketing activities are Facebook and Twitter.

This thesis concentrates on communication of NGOs. Firstly it defines non-profit sector, his financing, then it describes marketing of these organizations. In practical part the thesis deals with the attitude of people to NGOs and their way of communication and analyses communication of individual non-profit organization.

The patient-as-consumer has emerged as a narrative in the government health care system that cares for beneficiary veteran patients, elevating the phenomenon of choice in health care legislation and administration. The problem of the submerged state of a health policy was the issue examined within the context of access to health care and what patients experience when choice is present. The purpose of this study was to explore the motivations of beneficiary veteran patients to choose a preventive care option, a seasonal flu shot, at a private sector retail pharmacy rather than at their government health care provider, with the goal of understanding what social marketing strategies supported their decisions, how they defined choice, and what they expected from their choice option. Research questions focused on reasons for patients’ decisions to choose outside preventive care within the context of a social marketing campaign and their interpretation of choice in health care policy. Drawing on the policy feedback theory, an interpretative phenomenological approach was employed. Purposive semistructured interviews of 7 patients were conducted. Data were analyzed using a 3 step process that included descriptive theme-centered coding, emergent sub-coding, and a clustered coding analysis. Two key themes emerged: first, choice in health care policy is relative to a patient’s individual circumstance, and in order to have choice, one must have options; and second, veterans value their earned health care benefits and trust their government provider. Implications for social change include policy maker awareness of the importance of social marketing as a tool for communicating a health policy and legislation so they can make more informed decisions and veterans can feel empowered as patients.

Face à l’abus d’alcool notamment chez les jeunes, les acteurs de santé recommandent de réguler le marketing des industriels. En France selon la loi Evin (1991), les publicités pour l’alcool doivent être objectives, informatives et, non attractives en termes de contenu. Cette recherche teste l’efficacité de cette régulation en comparant l’influence de publicités informatives versus plus attractives en termes de perception du produit, d’attitude envers la publicité et d’envie de consommer. Elle évalue aussi la visibilité des avertissements sanitaires alcool selon la saillance de leur format et du contexte publicitaire. Cette recherche a identifié et étudié l’appropriation des codes et de l’iconographie du luxe par les marques d’alcool comme une nouvelle forme de contenu publicitaire à travers une phase de monitoring. Grâce à une revue de la littérature, elle a formulé des propositions de recherche en termes d’implications marketing et de santé publique afin de cerner le mécanisme de persuasion potentiel relative à cette pratique marketing. Ces implications présentent le luxe comme une potentielle réponse marketing aux motivations de consommer de l’alcool chez les jeunes, sur la base de théories relatives à la construction identitaire. Elles soulignent aussi l’influence des publicités et du packaging, en particulier lorsque ces stimuli sont infusés de codes du luxe (sur la base de théorie de l’infusion de l’art et de cas des paquets de cigarettes infusés des codes du luxe). Pour tester ces propositions, une étude qualitative exploratoire (26 entretiens) a d’abord servi à cerner la nature et l’influence du contenu (publicités plus informatives versus luxe) en termes de réponses cognitives, affectives, d’intentions comportementales et de perceptions des avertissements sanitaires. Les résultats de ces entretiens ont servi à construire la phase expérimentale de la recherche en termes d’opérationnalisation des concepts de contenu publicitaire et d’avertissement sanitaire, de formulation des hypothèses de recherche, de sélection et design des stimuli et de méthodologie (combinaison de méthodes verbales et non-verbales). Sur la base d’un design inter-sujets, nous avons lancé deux études expérimentales (étude eye-tracking = 174 jeunes ; étude en ligne = 696 jeunes) testant 12 stimuli publicitaires [3 (marques d’alcool) x 2 (styles de contenu publicitaire: PO versus luxe) x 2 (formats d’avertissement: format actuel versus plus saillant)]. Les résultats soulignent l’intérêt de réguler le contenu des publicités d’alcool (cf. Loi Evin). Celui-ci influence l’attitude à l’égard de la publicité, la perception du produit et le désir de consommer. Les publicités plus informatives sont perçues comme moins attractives, alors que les publicités luxe génèrent et renforcent des perceptions positives à l’égard du produit, des bénéfices de consommation et les envies de consommer et de boire. Quant à l’avertissement actuel, il est jugé inefficace en termes de visibilité, de crédibilité et de risques perçus. Toutefois un format plus saillant permet d’augmenter le degré d’attention qu’on y porte ainsi que sa visibilité perçue. Cela est important car l’efficacité d’un avertissement repose en partie sur ses deux critères. Aucun effet d’interaction significatif des variables manipulées n’est à signaler dans cette étude. / This critical social marketing research tackles the effectiveness of advertising regulation that is a health measure recommended to reduce alcohol consumption. It studies how alcohol advertising content restrictions (e.g., the French Evin law mandates ads since 1991 to convey only factual information and objective qualities of alcohol products and thus be product-oriented: PO ads) versus non-regulated advertising affect youth individuals’ perceptions of alcohol products, attitude towards the ad, desire to consume and noticeability of health warning displayed in ads (depending on format prominence). This research identified and investigated the luxury codes and iconography appropriation by alcohol brands as a new type of advertising content, through a monitoring phase. To understand the potential persuasion mechanism at stake, this study relied on assumptions in terms of persuasion and public health based on a literature review. It helped to explain luxury symbolism as a potential response to youth drinking motives on the basis of self-growth theories and suggest possible effect on consumers’ responses to alcohol advertising especially when infused with luxury perceptions (e.g., art infusion theory and tobacco packs infused with luxury codes). To test those assumptions, we implemented an exploratory qualitative study and two experimental studies. Using (26) in-depth interviews, the qualitative phase helped understand the nature and influence of advertising content (luxury versus PO) on cognitive, affective responses, behavioral intentions and warnings’ noticeability. The findings helped operationalize advertising content and warnings’ noticeability concepts, develop hypotheses, fine-tune stimuli selection and modification, and finally select methods and (verbal and non-verbal) measurements for the testing phase. Based on a between-subject design, the experimentation (eye-tracking study = 174 individuals; online study = 696 individuals) tested on samples of young people a total of 12 advertising stimuli [3 (brands) x 2 (content: luxury versus PO) x 2 (warning format: LP versus MP)]. Our results showed the relevancy of alcohol advertising content restrictions such as the French Evin law (1991). They indicated that advertising content does influence attitude towards the ad, alcohol products’ perceptions and desire to consume. While PO ads reduce the alcohol advertising attractiveness, luxury ads enhanced the participants’ positive product perceptions, perceived alcohol consumption benefits and intention to purchase and drink. They also reported the ineffectiveness of health warnings in terms of noticeability, perceived credibility and risks. Findings suggest that modifying the current warning format prominence can help increase its attentional processing and perceived noticeability, which is a first step in improving generally warnings’ effectiveness. However our results revealed no significant interaction effect of both manipulated factors in this study.