La consommation de la cigarette constitue de nos jours un problème de santé publique. L’OMS a mis plusieurs outils à la disposition des Etats, dont les avertissements sanitaires pour lutter contre le tabagisme. Au Burkina Faso, l’avertissement sanitaire actuel en vigueur est sous forme textuelle de petite taille. La littérature en marketing social s’est intéressée à l’impact des avertissements sanitaires textuels et visuels sur les réactions affectives, cognitives et conatives des fumeurs et des non-fumeurs. Des divergences existent toujours sur l’efficacité des avertissements sanitaires de façon générale et de façon particulière, ceux qui suscitent des émotions négatives. Aussi très peu de recherches ont été réalisées sur des individus non-lettrés. Partant de ces constats, la présente thèse s’est fixée pour objectif de tester l’impact sur les fumeurs et les non-fumeurs, de l’avertissement sanitaire textuel actuel en vigueur au Burkina Faso et des 72 nouveaux avertissements sanitaires visuels proposés par l’OMS pour les pays africains. Nous avons mené une étude qualitative à travers des entretiens individuels. Les résultats indiquent que l’avertissement sanitaire textuel actuel a peu d’impact sur les réactions affectives, cognitives et les intentions comportementales des fumeurs et des non-fumeurs. En revanche, les avertissements sanitaires visuels ont plus d’impact sur les fumeurs et les non-fumeurs comparativement à l’avertissement sanitaire textuel. Les avertissements sanitaires qui suscitent plus d’émotions négatives (peur) ont plus d’impact sur l’intention comportementale des fumeurs et des non-fumeurs. Une étude quantitative a ensuite été réalisée pour comparer l’avertissement sanitaire textuel actuel en vigueur au Burkina Faso à 4 nouveaux avertissements sanitaires visuels choisis parmi les 72, à l’issue de l’étude qualitative. Les résultats de l’étude quantitative vont dans le sens de ceux de l’étude qualitative. A l’exception de la variable « lecture », le niveau d’instruction des fumeurs (lettré ou non-lettré) n’exerce pas une influence sur l’impact des avertissements sanitaires. Le sexe et la tranche d’âge des individus n’ont pas aussi d’effet significatif sur l’impact des avertissements sanitaires. La présente thèse contribue à enrichir la littérature sur les avertissements sanitaires dans les pays en développement et sur des cibles non-lettrées. Sur le plan de la santé publique, nos résultats suggèrent l’apposition des avertissements sanitaires visuels sur les paquets de cigarettes au Burkina Faso pour la lutte contre le tabagisme. / Smoking cigarettes is nowadays a public health issue. The World Health Organization has made several tools available to the States, including health warnings for nicotinism. In Burkina Faso, the current health warning in force is in small size textual form. Social marketing literature has focused on the impact of textual and visual health warnings on the affective, cognitive and conative responses of smokers and non-smokers. Divergences still exist on the effectiveness of health warnings in a general way and particularly, those which arouse negative emotions. Thus, very little research has been carried out on illiterate individuals. Based on these observations, the present thesis aims to test the impact on smokers and non-smokers, of the current textual health warning in force in Burkina Faso and the 72 new visual health warnings proposed by the WHO for African countries. We conducted a qualitative study through individual interviews. The results show that the current textual health warning has little impact on the emotional, cognitive and behavioral intents of smokers and non-smokers. But, visual health warnings have a greater impact on smokers and non-smokers compared to the textual health warning. Health warnings that cause more negative emotions (fear) have more impact on the behavioral intent of smokers and non-smokers. A quantitative study has then been carried out to compare the current textual health warning in force in Burkina Faso with 4 new visual health warnings selected from the 72, following the qualitative study. The quantitative study’s results are in line with those of the qualitative study. With the exception of the « reading » variable, smokers’ level of education (literate or non-literate) does not influence the impact of health warnings. Gender and age range of individuals do not also have a significant effect on the impact of health warnings. This thesis helps to enrich the literature on health warnings in developing countries and on non-literate people. In terms of public health, our results suggest the addition of visual health warnings on cigarette packets in Burkina Faso to fight against smoking.

El presente trabajo tiene como finalidad comprender cuál es la percepción de las niñas frente a los mensajes de “empoderamiento femenino” utilizados en la campaña Dove. Se analizará qué tan efectivo ha sido el mensaje transmitido a las niñas y cómo lo han recibido. Ya que ellas son el futuro target de la marca, y a pesar de no ser las compradoras, se plantea generar cambios en sus actitudes o sentimientos. Se buscará comprender qué valores han podido rescatar, en esta etapa llena de cambios que atraviesan, la cual las compradoras actuales de Dove ya vivieron. Por tal razón, se estudiará el compromiso social detrás de esta campaña. Para ello, investigaremos los terrenos de percepción, construcción de marca y cómo esta se baña en los valores de la mano de discursos “pro-mujer” para reflejarlos en sus campañas publicitarias. De tal manera, tenemos como objetivo el analizar si el target, en este caso niñas y adolescentes, reciben adecuadamente el mensaje y si este fue comprendido. Por eso, ellas son fundamentales para poder concluir si la campaña fue efectiva y si despierta sentimientos o emociones en las niñas. Es así como podremos saber qué tipo de percepciones presentan, cómo se conectó y reforzaron cambios en ellas. Para tal razón, el estudio empleará una metodología cualitativa apoyado de entrevistas al target. / The purpose of this work is to understand girls' perceptions of the "female empowerment" messages used in the Dove campaign. It will analyse how effective the message has been transmitted to the girls and how it has been received. They are the future target of the brand, and despite not being the buyers, it is proposed to generate changes in their attitudes or feelings. We will try to understand what values they have been able to rescue, in this stage full of changes that they going through, which the current buyers of Dove have already lived. For this reason, the social commitment behind this campaign will be studied. To do this, we will investigate the fields of perception, brand building and how this is bathed in the values of the hand of "pro-woman" discourses to reflect them. To do this, we will investigate the fields of perception, brand building and how this is bathed in the values of the hand of "pro-woman" discourses to reflect them in their advertising campaigns. In this way, we aim to analyse whether the target, in this case girls and adolescents, receive the message properly and if it was understood. Therefore, they are essential to conclude if the campaign was effective and if it arouses feelings or emotions in the girls. This is how we will be able to know what kinds of perceptions they present, how they connected and reinforced changes in them. For this reason, the study will use a qualitative methodology supported by interviews with the target. / Trabajo de investigación

“What role did branding play in the social marketing processes of the three Schwab Foundation award winning social enterprises (SEs)?” The research problem, as well as the research questions, revolve around the issue of establishing how branding may be employed as part of the social marketing process in such a way as to increase the competitiveness of those organisations known as social enterprises (SEs). This study investigates three SEs whose Chief Executive Officers (CEOs) have won The Schwab Foundation Social Entrepreneur (SFSE) of the Year Awards, to determine how branding was used as a communication tool to position their organisations as leaders and differentiators in the development sector. The three SEs that were chosen as case study organisations are: Soul City, Heartbeat and the Johannesburg Housing Company (JHC). The theoretical context focuses firstly on the non-profit sector in South Africa as the context and environment of this study, more specifically, the evolution of non-profit organisations (NPOs) into Social Enterprises (SEs). This is followed by defining communication principles and applications as they appear in both profit-driven and non-profit organisations/social enterprises (NPOs/SEs). This is applied in two different communication contexts: communication within corporate organisations and communication within development organisations. The last theoretical focus is placed on understanding what branding means, a description of the different branding categories, and a view of the evolution of branding to brand building and brand leadership. This is followed by a discussion on the importance of brand identity and equity in the process of brand development, brand management and measurement, including a presentation of the main role players in this brand-building process. Branding is then discussed as it is applied in SEs, outlining what a strong brand could do for the development sector. A combination of qualitative and quantitative research approaches are utilised; more specifically a qualitative research approach, supported by a quantitative one, referred to as the “dominant less-dominant model”. This study is based on the grounded theory model supported by a collective case study approach, also referred to as “building theories from case study research”. The study further indicates the theory that was generated by this study, namely “The Social Enterprise (SE) branding layered grounded theory model”. Whereas the 1st layer displays the important role that the NPO/SE sector if fulfilling in modern society; the 2nd layer the specific space and linkages of SEs with the different other society sectors are explained; the 3rd layer positions/similar to Maslow’s hierarchy of needs with the growth path of NPOs towards SEs and their own sustainability on the NPO/SE pyramid model; the 4th layer indicates the fact that the same corporate communication principles applies to the development sector; and the 5th layer stresses the important role that branding plays as the core element of a corporate communication strategy. In summary, the study found that a lack of implementation of corporate communication in NPOs and SEs, more specifically the absence of a corporate identity, image and a strategic brand management process, has a direct impact on the effectiveness of SEs’ communication and limits the achievement of their developmental objectives. / Thesis (PhD)--University of Pretoria, 2013. / gm2013 / Information Science / unrestricted

Around the globe, sensitive nature destinations suffer from media-mediated mass tourism. Especially, the social media network Instagram is often made responsible for these events as its emphasis on visuals is claimed to foster people’s ambition to reproduce photographs of themselves in the epic sceneries they see online. Destination Marketing Organizations (DMOs) face a particularly big challenge in using Instagram. While they aim at attracting enough tourists to satisfy the local tourism industry’s needs, they need to apply a careful promotion to avoid attracting more tourists than the natural environments can cope with. Focusing on Sweden as case study, this thesis aims at identifying and exploring how Swedish DMOs currently promote vulnerable nature destinations on Instagram and what significance these economically driven communication agencies thereby attribute the protection of the natural resources. Theoretical implications from sustainable destination management and environmental psychology are employed to develop different communication strategies that enhance the destination’s sustainable image as well as attempt to encourage pro-environmental behavior among tourists. A mixed method design is applied which is dominated by an extensive quantitative content analysis and complemented by a more limited qualitative semiotic analysis. The findings reveal that the implementation of sustainable communication strategies is of varying importance for the six Swedish DMOs considered in this study. In general, their effort of using communication tools to enhance sustainable nature-based tourism is still very low. Future research is advised to investigate in the production as well as audience site to gain further insights in how economic interests might hinder a more sustainable branding and to examine how effective the developed communication strategies actually are in influence people’s behavioral intentions.

Выпускная квалификационная работа посвящена особенностям продвижения НКО в социальных медиа. Проанализированы технологии продвижения, выделены наиболее эффективные из них с учетом специфики деятельности НКО. В заключении сформулированы рекомендации по формированию стратегии продвижения. / The final qualifying work is devoted to the peculiarities of promoting NGOs in social media. The technologies of promotion are analyzed; the most effective of them are highlighted, taking into account the specifics of the activities of NGOs. In the conclusion, recommendations are formulated for the formation of a promotion strategy. NGOs, promotion technologies, social media, social networks, promotion strategies, social marketing.

No description available.

Denna studie är en fallstudie av Equmeniakyrkans kampanj Klimatfastan, där de under 40 dagar uppmanade medarbetare och medlemmar att se över sitt klimatavtryck och göra beteendeförändringar utifrån detta. Tidigare forskning visar att religiösa miljöaktioner skiljer sig från sekulära miljöaktioner gällande metoder, fokus och budskap. Studien ämnaratt undersöka hur Klimatfastan genomfördes, vilka effekter kampanjen hade påmedlemmars miljömedvetna beteende samt vilka svårigheter och framgångsfaktorer som kunde identifieras. För attkunna dra slutsatser utifrån ett bredare perspektiv, undersöktes den nationella organisationen och en lokal församling i Equmeniakyrkan. Materialet som användes för att besvara studiens frågeställningar bestod av tre intervjuer med Equmeniakyrkans personal, en enkät riktad till en lokal församling och ett internt dokument. Resultatet visar att Equmeniakyrkansanvändning av resurser förstärktes genom användning av vad Bomberg och Hague (2018) definierar som andliga resursergenom hela processen. Detta identifierades som en framgångsfaktor för kampanjen. En skillnad mellan den nationella organisationen och den lokala församlingen var möjligheten att förutse och hantera hinder för medlemmarnas deltagande i kampanjen. / This is acase study that examines the UnitingChurch in Sweden ́s (UCS) campaign “Klimatfastan” (Climate Fasting), during which members were encouraged to examine their carbon footprints and make lifestyle changes accordingly for40 days. Previous research shows that religious environmental groups differ from secular groups when it comes to methods, focus areas and messages. The aim of this study was to examine how the Climate Fastingwas implemented, which effects the campaign had on members’ pro-environmental behaviour,and which strengths and weaknesses the campaign had. To be able to draw conclusions based on a wider perspective, the campaign was examined through the lens of the national organisation and a local congregation. The material used to answer the study’s research questions consisted of three interviews with staff at UCS, a survey answered bymembers of a local congregation,and an internal document. The results show that UCS ́s use of resources was enhanced by the use of what Bomberg and Hague (2018) define asspiritual resourcesthroughout the campaign. This was identified as a strength. A difference between the national organisation and the local congregation was the ability to identify and counteract barriers for members’ participation in the campaign.

社會企業以企業營運方式解決某種社會問題、提升社會利益，跨越第二部門與第三部門，是一個新興的組織型態。農業、土地、食物安全逐漸成為大家關注的議題，公民意識提高、社區參與性增強，越來越多人關切這些議題的，因社會企業所販賣的不僅是商品，更是其組織的理念與願景，農業社會企業不只需要在地農友的夥伴關係，亦仰賴消費者的購買支持，希望標的對象能以行動落實改變，這樣的意涵及是社會行銷推廣的範疇，因此結合社會企業與社會行銷以上下游新聞市集為個案進行討論。 本研究以「上下游新聞市集」為研究個案，輔以深度訪談法分析，以社會行銷觀點及消費者端的想法，了解農業社會企業發展，其實務的運作及所面臨的問題或挑戰，並進一步討論如何因應上述問題。上下游新聞市集是臺灣第一個食物與農業為主的專業新聞媒體，主要關注議題在於農業、土地及食品安全，成立於2011年，由兩個獨立部門組成，一為「新聞」：發表食物、耕作、農地保存、食農教育、綠色節能生活等專題報導、文章或新聞，強調獨立客觀的報導，不做廣告文及商業文；二為「市集」：建立便利的銷售通路及平台，除了向農友購買農作，也協助開發新產品、拓展市場，讓用心栽作、使用友善耕作的農友，有固定的收入來源，能夠安心種植，以不傷害土地的方式為消費者生產。 經過文獻探討及研究分析，本研究發現農業社會企業若要能有效行銷及推廣，應：一、使消費者認知步調漸趨一致，應先公告專業名詞或技術檢驗程序等，避免產生誤會或讓消費者質疑，亦增加社會大眾的認識；二、社會企業應制度化，制度化是企業成長的必經的過程，包含訂定目標、員工行為規範、激勵制度、決策過程擴大參與等；三、維持品牌及口碑提升信任感，以專業客觀、小心自律、品質把關的精神，讓農友專注生產，消費者願意購買，也讓社會更加關心這議題，堆疊信任感。 / Social enterprise is a new approach which combines social purpose, business operation and entrepreneurial spirits, aims to deliver public benefits and create an inclusive society. By the development of citizenship, civic engagement and environmental conscious, more and more people concern much about agriculture, land and food issue. Social enterprises sell not only products, but also their goals for public goods. Agricultural social enterprises have strong partnerships with farmers, as well as they need support from customers, they have to market their target groups. What mentioned above is corresponding to the principle of social marketing. Therefore, this study tries to figure out the development of agricultural social enterprise about what challenges they comforted and how to react by the viewpoint of social marketing. The study took “News & Market” as the research case, chose in-depth interview as the methodology and feedback the opinions from customers to social enterprise. “News & Market” was established in 2011, focusing on agriculture, land and food issue, and the organization is divided as two parts: one is “news”, another is “market”. “News” reports any kind of articles related to agriculture, land and food; while “market” is a platform selling farmers’ product and assisting them progress their manufactures. “News & Market” is the first and only social enterprise positioning as independent media in Taiwan. The study discover that agricultural social enterprise have to market and promote in following three advices: (1) Make customers know exactly regarding to the special and technical terms, giving the detailed description in advance, from preventing the misunderstanding. (2) Due to the social enterprise is expanding and proceeding, it should be arranged properly and make it systematized to keep up with the change. (3) Let not only customers but also the society more get involved in agriculture, land and food issue. Build the brand trust, share the thoughts and raise the awareness by keeping high-standard quality and making efforts pursuing the original goal.

「社會行銷」概念與技術於1971年由學者Kotler & Zaltman提出，為首次行銷概念技術擴大應用至非營利部門在社會公益上的研究。行銷學者Kotler認為，社會行銷可擴大應用至社會各領域的公益推廣，包含公部門。由是，本研究基於擴大化應用的精神，以我國環保機關推動之「不燒紙錢宣導政策」為個案，探究行銷概念擴大化後，公部門在行銷理論基礎上，即交換理論在公私部門差異上導致社會行銷分析公部門個案時產生哪些差異？以及社會行銷擴大應用至公部門，在理論基礎上有哪些問題？同時以社會行銷概念及技術對個案進行分析。 因此，本研究在研究方法上，以個案研究的方式，先進行社會行銷及交換理論在公私部門差異的文獻基礎進行一回顧與整理，再依研究目的與問題針對理論基礎設計深度訪談的問題，依目的性抽樣原則尋找最能符合本研究目的之訪談者進行深度訪談，共十一位。訪談完成即整理逐字稿以進行後續分析。 經本研究分析，在理論面及實務面均提出研究貢獻與建議： 一、理論面： （一）社會行銷因為公私部門在本質上存有差異，導致源自於私部門的行銷理論基礎─交換理論，用於分析公部門社會行銷政策時，在各社會行銷步驟中均產生差異。 （二）交換理論自利假定在公私部門中產生差異，因此有關法律強制力、公民及消費者、自願交換關係及通路概念在未來社會行銷擴大應用至公部門時，有理論適用上的問題。 二、實務面： （一）「不燒紙錢宣導政策」經社會行銷八步驟分析，屬於同社會行銷概念及技術的行銷個案，但因其為公部門推動者，故在細部特徵上有公私部門假定上、本質上的差異。 （二）「不燒紙錢宣導政策」的推動，雖滿足公共利益的需求，但執行過程中直接法源不明確、推動組織鬆散、忽略利害關係人權益為實務需加強之處。 / The very concept of “Social Marketing”, first introduced by Philip Kotler and Gerald Zaltman, is used to apply marketing techniques to the area of nonprofit organizations to promote public interest. In Kotler’s mind, marketing techniques can be applied to both public and private sectors. However, whether this application adequate is needed to be answered. In this thesis, author uses a case named “campaigning the policy against burning golden papers in worship” implemented by the R.O.C government as an example to examine the adequacy of the “Exchange Theory” behind the concept of social marketing to understand marketing cases in the public sector. In order to find the conceptual problems through case study, author first adopts the eight stages of social marketing to describe the case throughout. Then, author design several interview problems to ask various actors who related to the case. Finally, author combines theoretical arguments, case details, and qualitative data from in-depth interview to analyze the adequacy of applying exchange theory in public sector through social marketing. Several findings are presented as follows. First, many differences were found in all the eight stage of social marketing. These differences illustrate many possible inadequacies of applying marketing techniques, supported by exchange theory, to public sector. Second, based on the above differences founded, the intention of broadening the concept of marketing to non-profit organizations should take them into considerations. Especially, the strategic marketing scheme, such as 4Ps, should be reevaluated according to the findings. Thirdly, practically speaking, there are supporting factors to make a marketing campaign successful in public sector: ambiguities in regulation, lack of solid implementation organization, and the missing of stakeholders opinion collection and interest-protection activities in the process.

Socialinių reklamų organizavimo, ją sudarančių priemonių ir veiksmų ištyrimo Lietuvoje problema moksliškai yra nepakankamai atskleidžiama, o pats socialinių reklamų kūrimas ir publikavimas neretai užima antrinį vaidmenį reklamų rinkoje Lietuvoje. Socialinių reklamų priemonių ir veiksmų Lietuvoje išskyrimas ir socialinių reklamų priemonių ir veiksmų rinkinių taikomumo Lietuvos rinkoje įvertinimas yra aktualus uždavinys, kurio rezultatai gali padėti spręsti socialinių reklamų organizavimo Lietuvoje problemas. Darbo objektas – socialinės reklamos priemonės ir veiksmai. Pagrindinis darbo tikslas – nustatyti socialinių reklamų, skirtų jaunimui, raišką Lietuvoje, išryškinant priemonių ir veiksmų rinkinius jose. Tikslas siekiamas aprašant reklamos ir socialinės reklamos santykį raidos požiūriu, išskiriant socialinės reklamos vietą socialinėje propagandoje ir socialinėje rinkodaroje, parengiant teorinį socialinės reklamos priemonių ir veiksmų modelį, apžvelgus jau atliktus tyrimus socialinės reklamos srityje, parengiant socialinių reklamų jaunimui raiškos Lietuvoje tyrimo dizainą bei apibendrinant socialinių reklamų jaunimui Lietuvoje vyraujančius socialinių reklamų priemonių ir veiksmų rinkinius. Teoriniu aspektu atlikta įvairių autorių socialinės reklamos socialinės rinkodaros ir socialinės propagandos sampratų interpretacijų analizė, leidusi išskirti šių sampratų apibūdinimo ribotumus bei suformuluoti apibendrintus minėtųjų sąvokų apibrėžimus; išskirti socialinės reklamos... [toliau žr. visą tekstą] / Organization of social advertisement, examination of problem of its component devices and actions in Lithuania is lack of scientific disclosure, and the development and publication of social advertisement often takes a secondary role in the Lithuanian advertising market. Thus isolation of devices and actions of Lituanian social advertisement, and the assessment of applicability of the set of social advertisement devices and actions in Lithuanian market is relevant to the task, the results of which can contribute to addressing the problems of social advertisement organization in Lithuanian. Object of MBA Graduation paper – the devices and actions of social advertisement. The main objective of this MBA Graduation paper is to establish the expression of social advertisement for youth in Lithuanian by highlighting the set of devices and actions in social advertisements. The purpose is going after by describing the evolution of advertisement and social advertisement, by establishing the place of social advertisement in social propaganda and social marketing, by formulating the theoretical model of devices and actions of social advertisement, according to the review of the past research in the area of social advertisement, by formulating the design of research of expression of social advertisement for youth in Lithuania and by giving the conclusions of the set of social advertisement devices and actions that mainstream in social advertisements for youth in Lithuania. In the... [to full text]