Um importante fenômeno contemporâneo é a presença cada vez maior de organizações do Terceiro Setor, no qual se inserem diferentes tipos de instituições sem finalidade lucrativa - entidades tradicionais, religiosas e laicas, organizações não governamentais, entidades paraestatais, entidades associativas e entidades de iniciativa empresarial. Os textos de marketing discorrem sobre o ambiente característico dessas organizações, e descrevem o processo gerencial de marketing, particularizando e adaptando às especificidades dessa modalidade de organização conceitos, técnicas e instrumentos de marketing destinados a empresas convencionais. Entretanto, as pesquisas sobre o tema normalmente se circunscrevem a contextos específicos de uma organização em particular e se concentram no nível operacional, sem definir uma linha que aborde de forma integrada as conexões entre esse nível e a dimensão estratégica da organização. Além disso, a literatura sobre o tema não tem incorporado o construto valor como elemento fundamental para o desenvolvimento do processo gerencial de marketing em todas as camadas de decisão. Nesse contexto, o objetivo da dissertação foi discutir e descrever o processo gerencial de marketing de organizações do Terceiro Setor, segundo uma perspectiva de valor. Para atingir o objetivo, o percurso metodológico seguido partiu do delineamento de um marco teórico como base para a elaboração de um esquema de análise do processo gerencial de marketing de uma organização do Terceiro Setor, a partir de sua evolução, sob a perspectiva de algumas escolas do pensamento em marketing, tendo por elemento de referência o conceito de valor em suas múltiplas acepções. Numa segunda etapa, foi desenvolvida uma pesquisa empírica, de caráter exploratório e qualitativo, contemplando o processo de marketing de uma organização do Terceiro Setor de causa relacionada. Nesse sentido, uma contribuição do estudo foi o desenho de um esquema analítico integrador, abordando o processo gerencial de marketing gravitando em torno do construto valor. / An important contemporary phenomenon is the increasing presence of Third Sector organizations, which include different types of non-profit institutions - traditional, religious and secular entities, non-governmental organizations, associative entities and corporate initiative entities. Marketing articles discourse on the characteristic environment of those organizations and describe the marketing management process by individualizing and adapting concepts, techniques and marketing tools intended for conventional companies to the specificities of that kind of organization. However, studies on the subject are usually limited to specific contexts in a particular organization and focus on the operational level, without defining a master guideline that address, in an integrated manner, the connections between this level and the strategic dimension of the organization. In addition, the literature on the subject has not included the construct value as a key element for the development of the marketing management process in all levels of decision. In this sense, the purpose of the dissertation was to discuss and describe the marketing management process of Third Sector organizations according to a value perspective. To achieve this goal, the methodological approach chosen first outlined a theoretical framework as a basis for the development of an analytical scheme of the marketing management process of a Third Sector organization, based on its evolution, from the perspective of some schools of thought in marketing, using as a reference element the concept of value in its multiple meanings. On a second phase, the author performed an exploratory and qualitative empirical research, considering the marketing process of a cause-related Third Sector organization. Therefore, one important contribution of the study was the outline of an analytical integrator scheme, covering the marketing management process gravitating around the construct value.

O estudo teve por objetivo avaliar as sinergias e lacunas existentes entre marketing e sustentabilidade. Procurou-se a inserção de sustentabilidade dentro da abordagem de marketing, com a integração entre as várias escolas de pensamento de marketing e a consequente ampliação do conceito de marketing. A justificativa para este tema se escora em três vertentes: sua relevância planetária dada a agenda que o tema sustentabilidade desfruta na sociedade e contexto empresarial e de marketing atuais; sua importância para a teoria de marketing e seu desenvolvimento pleno como uma ciência social; e sua adequação para o país em face de nosso estágio de desenvolvimento econômico, riqueza ambiental e desigualdade social. O conceito de sustentabilidade foi analisado em seus antecedentes, sua gênese e evolução, bem como relacionado com os conceitos de desenvolvimento sustentável e responsabilidade social corporativa. Além do tratamento conceitual foi realizada uma pesquisa empírica visando validar algumas hipóteses relacionadas com o tema marketing e sustentabilidade na percepção da população. Referenciou-se marketing como um elemento fundamental para a sustentabilidade, seja a nível global, corporativo ou individual. O estudo indica a necessidade de continuidade na ampliação do conceito de marketing, visando sua consolidação como ciência social autônoma tendo as relações humanas como objeto de estudo. Este esforço deve se dar em duas dimensões: interna e externa à área. Internamente deve-se procurar integrar as escolas de pensamento de marketing social, macromarketing e marketing crítico ao mainstream da área; superar as barreiras de classificações e pensamentos baseados em dicotomias e derrubar as limitações referentes às caracterizações dos agentes sociais e modos de produção envolvidos. Externamente deve-se procurar a integração com outras áreas de conhecimento, notadamente filosofia, sociologia e comunicações, visando a discussão crítica exógena e a consolidação das bases conceituais. / The aim of this study is to assess the synergies and gaps between marketing and sustainability. The study intended the inclusion of sustainability into the marketing approach, with the integration between the various schools of marketing thought and broadening the marketing concept. This theme was chosen by three reason: its global relevance due the schedule that the sustainability issue enjoys in society and business environment, its importance to marketing theory to its full development as a social science, and his suitability for Brazil in face of our stage of economic development, environmental issues and social inequality. The concept of sustainability was analyzed in its antecedents, genesis and evolution, as well as related to the concepts of sustainable development and corporate social responsibility. Besides the conceptual approach, an empirical survey was conducted in order to validate some hypotheses related to sustainability and marketing perceptions by the population. The study refer marketing as a key element for sustainability, in global, corporate or individual level. The study indicates the need for continuity in broadening the marketing concept, aiming its consolidation as an autonomous social science with human relations as an object of study. This effort should be directed in two dimensions: internal and external to the area. Internally in necessary to integrate the schools of thought of social marketing , macromarketing and critical marketing theory with the mainstream of marketing scholars; put down classifications and thoughts barriers based on dichotomies; and overthrow the limitations concerning characterizations of social agents and mode of production involved. Externally marketing should seek integration with other areas of knowledge, particularly philosophy, sociology and communications, targeting the exogenous critical discussion and consolidation of its conceptual bases.

A área de marketing tem sido cada vez mais demanda a prestar contas de suas ações, na forma de avaliação dos investimentos realizados. No marketing social não é diferente. A presente tese examinou propostas de avaliação de programas de marketing social, em busca do que seria uma estrutura conceitual ideal para esse tipo de avaliação, a partir da literatura, prática de mercado, opinião de experts e exame empírico da proposta em dois diferentes estudos de caso, o programa Novo Sinal, da Prefeitura Municipal de Porto Alegre e os programas de imunização do Centro Estadual de Vigilância em Saúde do Governo do Rio Grande do Sul. A metodologia, qualitativa em sua essência, fez uso da técnica Delphi, entrevistas em profundidade e estudo de casos. A estrutura conceitual desenvolvida engloba as dimensões de avaliação de Input, Processo e Resultados, com respectivas variáveis e indicadores para cada dimensão, e ao longo de cujas dimensões a avaliação ética se faz presente, mas ainda de difícil avaliação na prática. / Marketing, as a whole, has been demanded on its accountability to give evidence of good practice in return of investments. The same situation challenges social marketing. This doctoral thesis examined evaluation structural frameworks brought by marketing literature, in quest of the “ideal” framework of evaluation, based on academic articles review, market actual practice, experts opinion, and an empirical examination of the proposal in two real cases, the “pedestrian crossing new signal case” of Porto Alegre City Hall, and the Immunological Programme of the Public Health State Center (CESV/RS) of the Government of Rio Grande do Sul. The essentially qualitative methodology involved Delphi research, in-depth interviews and case studies. The structural framework eventually developed integrates Input, Process and Outcomes dimensions of evaluation, each one with its due variables, indicators and forms or measurement. The ethical issue is pervasive in all dimensions, but not with a easy way of assessment.

Tida inicialmente como um artifício de identificação do produtor e, desse modo, garantia de qualidade, a marca, desde o século XX, passou a ser considerada um poderoso signo que representa, implicitamente, experiências, valores, idéias e mesmo personalidade para o consumidor, adicionando às suas funções iniciais a capacidade de influenciar a percepção em relação a uma oferta e comunicar características de quem a consome. Com o acirramento da competição entre as empresas, houve uma proliferação de marcas a fim de se obter distinção em relação aos concorrentes. Esse movimento foi mais forte na categoria de bens de consumo, onde os compradores reduziram sensivelmente o tempo gasto nas compras; assim, a marca torna-se necessária para fazer o produto \"saltar\" aos olhos do consumidor no curto espaço de tempo em que ele está observando a gôndola. Assim, muitos tipos de marca foram criados, cada um com características distintas na sua identidade e posicionamento e diferentes efeitos sobre o consumidor. A fim de ampliar o conhecimento sobre essas diferenças e auxiliar na escolha do tipo de marca mais adequado para uma determinada oferta, este estudo exploratório se propôs a avaliar a influência das marcas genéricas, de fabricante e social sobre a opinião de valor e preferência de compra de um produto. Para isso, entre os meses de março e julho de 2011, coletaram-se, de 260 brasileiros maiores de 18 anos, opiniões e preferência em relação a tipos de camisetas e seus atributos. Na análise dos dados empregou-se a análise conjunta e de conglomerados, o teste t e a mensuração da elasticidade-preço da demanda. Entre os resultados, obteve-se o modelo de preferência por camisetas para 184 respondentes, observando-se que o tipo predileto é o de marca genérica, que não exibe nenhum signo aparente, com alta qualidade e baixo preço, sendo a qualidade, seguido pela marca e depois o preço, os atributos mais importantes para a preferência por ela. Também, foi possível observar que esses 184 respondentes podem ser reunidos em seis grupos diferentes segundo as suas preferências, sendo que a preferência pelas marcas e a sensibilidade ao preço e qualidade variaram entre eles. Sobre a capacidade da marca em cobrar preços diferenciados, na opinião de toda a amostra válida (248 pessoas), a de fabricante e a social podem aplicar, em média, preços 57% e 25% maiores, respectivamente, em relação à genérica. Já em relação à elasticidade, utilizada como aproximação da medida de fidelidade do consumidor à marca, observou-se que, no caso da necessidade de se comprarem duas camisetas que se diferenciam apenas na cor, os 248 entrevistados revelaram menor elasticidade à marca genérica, seguida pela social e a de fabricante. Todas essas análises foram produzidas, também, segundo o gênero sexual e a preferência declarada pelo tipo de marca de cada participante. Portanto, com os resultados apresentados neste estudo, acredita-se ter contribuído para a geração de um comparativo entre os três tipos de marca avaliados que poderá servir de subsídio na decisão de qual tipo de marca adotar para uma oferta e servir de insumo para futuras pesquisas sobre o tema. / Taken initially as a producer\'s identification device and, in this way, quality warranty, since twentieth century, the brand started to be thought as a powerful sign that represents, implicitly, experiences, values, ideas and even personality for the consumer, adding to its initial functions the ability to influence the perception about an offer and communicate characteristics of those who consume it. With the increasing competition among the companies, a proliferation of brands occurred in order to gain distinction against competitors. This trend was stronger in the consumer goods category, where the buyers reduced significantly the time spent on shopping; so the brand becomes necessary to make the product pop-up to consumers\' eyes in the short time he is looking to the shelf. Thus, many kinds of brands were created, each one with distinct characteristics of its identity and positioning, and different effects on the consumer. In order to increase knowledge about these differences and assist the choosing of the most appropriate brand type for a particular offering, this exploratory study was elaborated to analyze the influence of generic, manufacturer and social brands on the opinion of value and purchasing preference of a product. To achieve this objective, between March and July 2011, were collected from 260 Brazilians over 18 years, opinions and preferences regarding types of shirts and their attributes. In the data analysis, it was used the conjoint and cluster analysis, the t-test and the measurement of price elasticity of demand. Among the results, it was obtained the T-shirts preference model for 184 respondents, observed that the preferred type is the one of generic brand, which shows no apparent sign, with high quality and low price, being quality, followed by brand and then price, the attributes most important to the preference for it. Also, it was possible to observe that these 184 respondents can be divided into six different groups according to their preferences, being that the preference for brand and the price and quality sensitivity varied among the clusters. About the brand\'s ability to charge different prices, in the opinion of all the valid sample (248 people), the manufacturer and social brands may apply, on average, prices 57% and 25% higher, respectively, compared to the generic version. As for elasticity, used as a proxy measure of consumer loyalty to the brand, it was observed that in the case of the need to buy two shirts that differ only in color, the 248 respondents showed lower elasticity to the generic brand, followed by the social and manufacturer types. All these analyses were produced, also, according to sexual gender and the brand type stated preference of each participant. Therefore, with the results presented in this study, it is believed to have contributed to the generation of a comparison among the three brand types assessed, which may help in the decision of which type of brand to choose for an offer and serve as input for future research on the subject.

Introdução. A complexidade da cadeia produtiva de alimentos (CPA) torna a Inocuidade de Alimentos (IA) questão fundamental em Saúde Pública, sendo os consumidores co-responsáveis neste processo. Objetivo. O objetivo geral foi identificar atitudes de consumidores em Unidades de Alimentação e Nutrição no município de São Paulo acerca da IA, sob a perspectiva da responsabilidade compartilhada. Metodologia. Pesquisa social de caráter exploratório que utilizou um instrumento previamente desenvolvido e testado. Foi desenvolvida em três fases: (1) abordagem qualitativa para levantar representações sociais sobre o tema (n=66); (2) desenvolvimento de um instrumento quantitativo para avaliar atitudes em IA a partir do material empírico da etapa anterior, utilizando escala de concordância/discordância com cada um dos itens (tipo Likert 5 níveis); (3) inquérito com amostra representativa de cada serviço (grupos X n=230; Y n=275), onde também foram coletados dados sócio-econômicos e demográficos (utilizando critério brasileiro oficial) que permitiram comparações entre os grupos. Foi adotada a técnica Discurso do Sujeito Coletivo e seus preceitos teóricos para tratamento dos dados qualitativos e construção dos itens da escala. O instrumento foi testado (n=61) para análises de confiabilidade (índice de discriminação dos itens e cálculo do coeficiente Alfa-Cronbach-). Por fim, foram executadas análises descritivas, comparação de médias de escores entre os grupos para segmentação dos consumidores, e Análises de Componentes Principais (ACP) para extrair estruturas subjacentes de padrões de atitude em cada grupo. Resultados. As representações sociais diferiram de acordo com o perfil sócio-econômico e demográfico dos grupos. A escala final de atitudes (25 itens) obteve boa consistência interna (=0,65) e discriminação de itens (p<0,05). O grupo Y (menor nível educacional e poder de compra) apresentou maior média de concordância com itens de sentido negativo perante o tema. Na primeira ACP foram extraídos 10 (grupo X) e 8 (grupo Y) fatores ortogonais explicando uma variância de 61,4 por cento e 54,1 por cento, respectivamente. Foi observada uma melhor discriminação de atitudes entre os grupos a partir de uma segunda ACP. Ambos os grupos atribuíram valor ao nutricionista e identificaram papel preponderante dos órgãos governamentais e menor grau de responsabilidade do consumidor no cenário de IA. A preocupação com doenças transmitidas por alimentos pareceu ser um bom fator discriminante entre os grupos. O envolvimento do consumidor na CPA se estabelece com padrão de atitudes diferenciado segundo características sócio-econômicas. Discussão e Conclusão. Utilização de parâmetros estéticos e sensoriais para avaliar segurança de alimentos, maior preocupação com alimentos cárneos e maior nível de percepção de risco com insumos agrícolas corroboram os dados da literatura internacional. Os achados permitem o direcionamento de estratégias em marketing social para o aperfeiçoamento de ações educativas e de comunicação de risco, contribuindo para o direcionamento de políticas públicas para o foco no consumidor / Introduction. The complexity of food supply chain makes the Food Safety key issue in Public Health, and demands consumers share responsibility. Objective. The objective of this study was to evaluate consumer attitudes towards Food Safety focusing shared responsibility, in two different foodservices in the city of São Paulo, Brazil. Methodology. Exploratory consumer research that used a survey questionnaire previously developed and tested. The study was developed in three phases: (1) qualitative approach to raise the social representations (n= 66); (2) the development of an attitude scale, based on the empirical material produced in phase 1, to assess individuals agreement/disagreement to each item (5-Likert); (3) survey with a representative sample (n=230 group X, n= 275 group Y), which were also collected socio-economic and demographic data (based on Brazilians official criteria) to compare groups. The qualitative technique Collective Subject Discourse and its theoretical framework were used to construction scale items. The instrument was tested (n= 61) for reliability analysis (item analysis, Pearsons correlation, and Cronbachs alpha coefficient-). Finally, was performed descriptive analysis, comparing mean scores between groups for targeting consumers, and Principal Component Analysis (PCA) was carried out to summarize the information for target and comparison groups. Results. The social representations differed according to the socio-economic and demographic status. The attitude scale (25 items) reached a good internal consistency ( = 0.65) and item discrimination (p<0.05). The group Y (lower educational level and purchasing power) showed higher mean agreement with negative statements. Ten (group X) e 8 (group Y) orthogonal factors were extracted in the first PCA, explaining a variance of 61.4 per cent and 54.1 per cent respectively. Better attitude pattern discrimination was observed from a second PCA. Both groups of consumers attributed great value to the nutritionist in the restaurant, identified key role of governmental agencies, and less responsibility to consumers related to Food Safety. The concern with foodborne diseases appeared as a discriminating factor between groups. The type of consumers involvement with the food supply chain varies according socioeconomic characteristics. Discussion and Conclusion. The use of aesthetic and sensory parameters to assess Food Safety, greater concern with flesh foods and higher level of risk perception of agrochemical hazards corroborate the literature. These findings allow the targeting of social marketing strategies for the improvement of nutritional education and risk communication, contributing to the direction of public policy focusing the consumer

A presente tese teve como objetivo identificar fatores que influenciam o comportamento de consumo ambientalmente mais favorável e, a partir desse processo, evidenciar subsídios às decisões de marketing social voltado para a adoção desse comportamento. Para atender a esse objetivo, buscou-se organizar o referencial teórico inicialmente com um entendimento sobre o relacionamento entre marketing societal e marketing social, passando pelas aplicações de marketing verde e de marketing de idéias. Na seqüência, esse referencial incorporou aspectos teóricos que envolvem o comportamento do consumidor, bem como estudos aplicados à verificação desse comportamento sob a ótica ambiental. A análise exploratória realizada a partir desse referencial teórico-empírico evidenciou a presença de distintas dimensões comportamentais dentro do construto do comportamento de consumo ambientalmente favorável, além das conclusões controversas envolvendo vários fatores de influência sobre essas dimensões comportamentais, o que deu encaminhamento para a realização de uma pesquisa de campo que contribuísse para a identificação dos fatores com influência comum nessas dimensões comportamentais. O modelo de pesquisa de campo foi de caráter descritivo, utilizando o método quantitativo por levantamento amostral junto a 509 consumidores responsáveis pelas compras do domicílio, com idade a partir de dezoito anos, residentes na Região do ABC Paulista. Os resultados gerados, a partir da utilização da técnica de análise multivariada denominada General Linear Models (GLM), mostraram três fatores de influência comum estatisticamente significante sobre as dimensões comportamentais ambientalmente mais favoráveis (interesse ambiental, inconveniência de ser ambientalmente amigável e grau de comprometimento ambiental), do conjunto de vinte e um fatores integrados ao modelo, além de outros seis descartados durante o processo de estruturação desse modelo. Esse resultado, acrescido de orientações provenientes da análise exploratória, sugeriu o desenho de um modelo de comportamento de consumo ambientalmente favorável, cuja aplicação poderá ser implementada em novos estudos, bem como um conjunto de subsídios às decisões do composto de marketing social voltado para a adoção do comportamento ambientalmente mais favorável. / This current work has the purpose of identifying factors that influence the most environmentally favorable consumer behavior and, from this process on, evidence support to social marketing decisions oriented to the adoption of such behavior. In order to understand such purpose, an organization of the theoretical references was sought, initially trying to understand the relationship between societal marketing and social marketing, moving on to green marketing applications and the marketing of ideas. After that, these references incorporated theoretical aspects that involve consumer behavior, as well as studies applied to the verification of such behavior under the environmental standpoint. The exploratory analysis carried out after this empirical theoretical set of references evidenced the presence of distinct behavioral dimensions inside the environmentally favorable consumer behavior. Besides that, the controversial conclusions involving several influence factors regarding these behavioral dimensions, led to the performance of a field research that contributed with the identification of factors that bear common influence in those behavioral dimensions. The adopted research model was the one of descriptive character, using the quantitative method by sampling 509 consumers responsible for their household purchases, aged over eighteen, resident in the São Paulo State ABC Region. The generated results, after the use of the multivaried analysis called General Linear Models (GLM), showed three factors of statistically significant common influence over the most environmentally favorable behavioral dimensions (environmental interest, inconvenience of being environmentally friendly and degree of environmental commitment), out of a set of twenty-one factors integrated to the model, besides six others turned down during this model structuring process. This result, added with orientations from the exploratory analysis suggested the drawing of a environmentally favorable consumer behavior model, whose application may be implemented in new studies, as well as a set of inputs to social marketing decisions made in order to adopt the environmentally favorable behavior.

This study investigates what young people and community organisations see as their support needs in Bayelsa State of Nigeria in “tackling poverty. It also examines the process of influencing policy makers, using social marketing techniques. It seeks to expand understanding of the poverty elimination processes: not only within a developing country’s rural environmental context, but also endeavours to generalize the findings more broadly. It seeks an inclusive approach to policy determination driven by involving grassroots levels. A mixed-methods research design was adopted engaging a quantitative approach in which 300 young people were surveyed using self-completion questionnaires. In addition, a qualitative study in which policy-makers as well as young people and community organisations were interviewed. A discussion group methodology was adopted. Following the data-analysis, a strategy conference was organized in Nigeria, in which the major findings were presented and debated. This research has improved on the previous Multi-dimensional Poverty Index by enlarging it and combining it with a current Social Marketing Technique model. The new Multi-dimensional Poverty Index - Implementable Joint Programme of Action model is user friendly and retains the multidimensional paradigm. This extension was achieved through the literature research, the development of methodology, adopting mixed-methods approach and the strategy conference. The main findings of the research show that young people and community organisations’ support-needs in Bayelsa State of Nigeria are far from being met. A great deal of additional support is required. The most significant causes of poverty amongst young people and community organisations are corruption of government officials, absence of jobs, low wages, oil pollution and IMF/World Bank conditionalities. It was also found that the main experiences of poverty include a high youth unemployment rate, lack of money to go to school, lack of money to start small businesses, less food to eat, no money to treat sickness, no money to buy clothes, no money to afford decent homes, prostitution, and absence of a public transportation system. The research considers the ways in which this additional support might be provided. Importantly, the research also revealed how extreme poverty could be alleviated, and by persuading policy-makers to create real jobs and job opportunities as well as developing employability skills and improving agriculture. In addition, there is a need to attract investors/oil companies to Bayelsa State and to increase investment spending. The lack of social infrastructure and access to free education, steady electricity and free healthcare are also seen as problems. Finally, the research revealed that actively involving young people and community organisations in policy-decision making and policy-implementation processes, including setting new priorities, or re-directing, is likely to enhance the probability of ending extreme poverty.

The use of embedded marketing, the practice of seamlessly integrating advertising messages into entertainment vehicles, continues to grow as media consumption shifts to on-demand forms, and reaching audiences with traditional advertising becomes more challenging. This dissertation investigates cause placement, the term proposed for the social marketing equivalent of product placement, the more widely known form of embedded marketing. Cause placement is the promotion of pro-social causes by verbally and/or visually inserting related elements into entertainment programming. Cause placement merits its own stream of research, because consumers are expected to react differently to the placement of social issues than to the placement of commercial products. However, cause placement has enjoyed little empirical research. This two-essay dissertation proposes a theoretical framework for the relationship between six independent variables, three of which have not been previously investigated in the embedded marketing research, on three dependent variables that measure the effectiveness of cause placement. The independent variables are placement modality, placement centrality, programming genre, image of the character, consistency of the behavior, and brandedness of the cause. The dependent variables are recall of the cause, attitude toward the cause, and intention to support the cause. Each of the two essays tests a portion of the proposed framework. Essay 1 (Chapter 4) investigates the effects of brandedness of the cause and placement modality on the three dependent variables using a 2 (branded/unbranded) by 3 (verbal/visual/ both) between-subjects design. As hypothesized, a branded cause was found to yield better recall than an unbranded one regardless of modality. Contrary to expectations however, there was no interaction effect between modality and brandedness on attitude toward the cause and intention to support the cause. The branded cause resulted in higher attitudes than the unbranded ones, and there were no significant differences among the groups for intention to support the cause, likely due to a ceiling effect reached because of the familiar cause used. The pattern of results plotted for attitude toward the cause was in the predicted direction, such that for the unbranded conditions the both verbal and visual modality had the highest attitude while for the branded conditions the opposite was true. Essay 2 (Chapter 5) investigates the effect of image of the character and consistency of the behavior on the three dependent variables using a 2 (“good guy”/”bad guy”) by 2 (consistent/ inconsistent) between-subjects design. As hypothesized, recall of the cause was higher when the main character’s behavior was consistent with his personality, regardless of the image of the character. Also as predicted, there was an interaction effect between image of the character and consistency of the behavior, such that attitude toward the cause was higher for consistent than inconsistent behavior when the image of the character was “bad guy,” but there was no significant difference in attitude toward the cause for consistent versus inconsistent behavior, when the image of the character was “good guy.” The analogous pattern hypothesized for intention to support the cause did not hold, however, perhaps due to the moral obligation that participants may have felt to follow the promoted behavior regardless of their personal attitude toward the cause. Limitations for both essays are discussed, as well as areas for future research.

This study was undertaken to evaluate, within the context of a selected Social Marketing Model, the strategies that South Africa has been using in the past 10 years in promoting Road Safety in the country. The underpinning aim of the study was to determine whether or not these strategies have been adequately addressing the essence of Road Safety Promotion in South Africa in the light of the many changes communities have experienced over the past decade. Another key reason for the quest to evaluate these strategies is the fact that even in spite of their partial implementation, the rate of road accidents in the country continues to increase. Effectively, South Africa is busy losing the Road Safety battle. The study argued that it is vital that South Africa embarks on effective strategies of Road Safety promotion in order to drastically reduce road accidents and mortalities to levels, at least, of between one to nine persons per year. All governmental strategies currently in use for promoting Road Safety in South Africa are more than four years old, and no in-depth study has been done to evaluate their effectiveness and the reasons for failure of those well-planned campaigns coming out of the strategies, where the mortality rates from accidents continue to increase. This study evaluated the strategies and the impact of the campaign messages emanating from them. Qualitative research methodology using group interviews was conducted in three of the nine provinces namely North West, Gauteng, and Free State Province, the presumption being that the three South African provinces, like the rest, contain characteristics that are generally prevalent in the country. The findings of the study revealed that Road Safety officers were neither fully conversant with the strategies for promotion of Road Safety in the country, nor adequately equipped to confidently and effectively manage their obligatory mandate to endorse the Road Safety Promotion programmes. The limited and often absent engagement of communities in the design and implementation of Road Safety Promotion Strategies has not boded well for the country. Among the recommendations made were, adequate orientation and training of Road Safety practitioners in the area of Road Safety Strategies and promotion, which would result in the strengthening of community engagement in Road Safety Promotion Strategies, the need to conduct, at short intervals, the impact analyses of the promotional strategies being used, in order, where necessary, to design fresh promotional messages with impact, using the Social Marketing Framework for Road Safety promotion campaigns. / Thesis (PhD)--University of Pretoria, 2011. / Communication Management / PhD / Unrestricted

Diploma thesis - Ministry of Transport communication campaign "Nemyslíš, zaplatíš" analysis - is divided into two parts - theoretical and practical. Theoretical part is concerned in marketing and commercial communication, social marketing and evaluation of communication campaign effectiveness. Practical part refers to BESIP, czech accident statistics and communication campaign "Nemyslíš, zaplatíš" analysis (introduction, communication strategy). Thesis also contains research concerning campaign effectiveness and awareness. Overall campaign evaluation is made at the end of thesis and completed with reccomendation for the future.