À l’heure où nous écrivons, l’ONU enregistre 33 million de personnes touchées par le VIH/Sida. Dans les perspectives actuelles de lutte contre la propagation de la pandémie, plusieurs moyens peuvent être mis en place : utilisation du condom, dépistage, échange de seringues, abstinence… Mais une question se pose : quels éléments nous influencent dans l’utilisation d’une telle ou telle pratique? Faisant usage des stratégies de marketing social, les campagnes de prévention contre le VIH/Sida mettent l’emphase sur l’empowerment des individus face à leur prise de risque. Par ce biais, on tente de changer certains comportements et d’en adopter de nouveaux plus sécuritaires pour la santé. Nous avons évalué ici trois (3) campagnes de prévention contre le VIH/Sida à Montréal. Le but de cette recherche a été de distinguer les éléments pouvant faciliter la planification des campagnes dans une perspective de diminution de l’incidence du VIH/Sida. Lors de la prise de décisions concernant l'évaluation d'une campagne de prévention de lutte contre le VIH/Sida, plusieurs points fondamentaux sont à considérer : la source de l’information, le message, le canal utilisé, les caractéristiques du récepteur et l’effet désiré par la campagne. Ces aspects sont primordiaux dans la prise de conscience de la campagne. Mais attention, ce type d'évaluation n'est pas conçu pour en démontrer son efficacité. Notre étude nous confirme l’importance de l’évaluation des campagnes de prévention aux différents stades de leurs conceptions. Cette recherche nous pousse à connaître les détails du programme de prévention et ainsi avoir une bonne compréhension du déroulement de l'intervention dans une perspective future d’en expliquer l’efficacité / At the time of writing, the UN registered 33 million people affected by HIV/AIDS worldwide. Among the current prospects of fighting against the spread of the pandemic, several methods can be implemented: condom use, testing, needle exchange, abstinence… However, one question arises : which factors influence people in the use of one practice or another? Making use of social marketing strategies, prevention campaigns against HIV / AIDS put the emphasis on the empowerment of individuals in relation to their risk-taking. Attempts to change some behaviours and to adopt new ones that are safer for health are then undertaken. We evaluated three (3) prevention campaigns against HIV / AIDS in Montreal. The purpose of this research was to distinguish the elements that can facilitate the planning of campaigns that aim to decrease the incidence of HIV / AIDS. During decision-making regarding the evaluation of a prevention campaign against HIV / AIDS, several key points have to be considered : the source of information, the message, the channel, the receiver’s characteristics and the effects desired by the campaign. These aspects are crucial in raising public awareness of the campaign. However, careful interpretation is necessary as this type of evaluation is not designed to demonstrate the efficacy of a campaign. Our study confirms the importance of evaluating prevention campaigns in different stages of their design. This research leads us to a detailed understanding of the prevention programs and thus provides us with a good understanding of the intervention process in the future perspective of explaining their effectiveness.

Afin d'examiner la réception des publicités sociales et humanitaires, cette étude pluridisciplinaire analyse trois dimensions initiales : savoir avec l'objet, faire/être avec l'objet et analyse de l'objet. Ce choix est justifié sur la base d'une méthodologie pluridimensionnelle basée sur les études culturelles. Nous essayons d'expliquer les processus de réception, d'interprétation, de négociation et les discours des individus. Le comportement des récepteurs des publicités sociale et humanitaire et le rôle de ces derniers sont au centre de notre intérêt. Cette étude est réalisée à deux échelles, une étude monographique basée sur les affiches de l'Unicef France et une étude globalisante sur la réception des publicités sociale et humanitaire au sens large du terme. / In order to study the reception of social and humanitarian advertisements, this pluridisciplinary study analyses three initial dimensions : knowing with the object, doing/being with the object and the analysis of the object. This choice has been justified on the basis of a pluridimensional methodology based on cultural studies. We aim at explaining the processes of reception, interpretation, negotiation and the discourse of individuals. The behavior of the receivers of social and humanitarian advertisements and the rôle of the later are the focal points of our interest. This study has been undertaken on two levels : a monographic study of Unicef France's posters and a more global study on the reception of social and humanitarian advertisements in the broad sense of the term.

This thesis deals with The Creation and the development of the internet portal for public and private sector. The main aim of this graduation theses is to describe the problematic parts during creation of the internet portal and its development.

Made available in DSpace on 2009-11-18T19:01:16Z (GMT). No. of bitstreams: 1 ACF29E.pdf: 391358 bytes, checksum: 21e502f2cc5c3436a864a9b637a01970 (MD5) Previous issue date: 2008 / The discussion about corporate obligations toward the various stakeholders began in the postindustrial era and developed to culminate in the creation of rules, regulations, programs and projects focusing on the dissemination and promotion of what we know today as corporate social responsibility (CSR). In this context, satisfying this new demand and adopting social policies emerge as a determining factor in defining organizational strategies. Nevertheless, some questions are raised when we examine the subject, such as: To what extent should organizations intervene in society? Is the decision for the organizations to adopt a socially responsible attitude really linked to promoting social well being, or is it only a commercial strategy? How does social marketing relate to CSR projects? The study herein, based on the concept and understanding of CSR theories, stakeholders and social marketing, has sought to find evidence of this relationship, in the light of the Global Compact (GC). It was decided to use the multi-case study methodology, considering the possibility of explaining the reasons why the decisions were taken, how they were implemented and what was the outcome. Interviews, supported by previously prepared scripts, were held with CSR managers, employees from other areas of the organizations, and specialists on the subject. Complementary research studies were made in various sources, such as the website of companies under analysis, their sustainability reports, and the GC websites in Brazil and the United Nations (UN). The results obtained show that the organizations have worked increasingly with CSR projects, but the efforts have not been focused. Special mention is given to the programs that create major impact on the company¿s image and reputation, such as projects competing for prizes and participating in the formation of rankings or socially responsible organizations. From the view of Carroll¿s Pyramid (1991) for CSR, it is found that the projects are predominantly focusing on ethical and philanthropic issues. The driving power of the GC, action based on learning, dialogue and partnership, is not to be found. This factor contributes to the statement that social marketing tools are used to build an ethical and socially responsible image, in detriment to effective action by the organizations to meet the social requirements of their stakeholders. The social marketing has as an objective to transform the way a specific public sees a social question and promotes behavior changes, but what has been seen is the use of marketing tools exclusively to promote the company's image. / A evolução do debate a respeito das obrigações das firmas com seus stakeholders, iniciada na era pós-industrial, culminou na criação de normas, padrões, programas e iniciativas com foco na disseminação e na promoção do que hoje se conhece por responsabilidade social corporativa (RSC). Neste contexto, o atendimento a essa demanda e a adoção de políticas sociais surgem como fatores determinantes na definição das estratégias organizacionais. Todavia, até que ponto as organizações devem intervir na sociedade? A decisão de assumir uma postura socialmente responsável está realmente ligada à promoção do bem-estar social ou é uma estratégia comercial? Como se dá a relação do marketing social com as iniciativas de RSC? O presente estudo buscou, a partir da conceituação e do entendimento das teorias de RSC, dos stakeholders e de marketing social, identificar evidências dessa relação, à luz do Pacto Global (PG). Optou-se pela utilização da metodologia de estudo de caso múltiplo em três empresas concessionárias do setor elétrico brasileiro, pela possibilidade de esclarecer os motivos pelos quais as decisões de participação no PG foram tomadas, como foram implementadas e com quais resultados. Foram realizadas entrevistas junto aos gestores de RSC, funcionários de outras áreas das empresas e especialistas no assunto, além de pesquisas em websites das empresas analisadas, seus relatórios de sustentabilidade e websites do PG no Brasil e na Organização das Nações Unidas (ONU). Os resultados mostram que as organizações têm trabalhado em iniciativas de RSC sem um foco definido, destacando-se os programas com maior impacto na imagem e na reputação da empresa, que concorrem a premiações e formação de rankings, e que sob a ótica da Pirâmide de Carroll (1991) são predominantemente voltados a questões éticas e filantrópicas. A atuação sob as bases do aprendizado, diálogo e parceria, proposta pelo PG, não é encontrada, o que contribui para afirmativa da utilização das ações de RSC na construção de uma imagem ética e socialmente responsável, em detrimento da atuação efetiva na superação das necessidades sociais de seus stakeholders. O marketing social tem como objetivo transformar a maneira pela qual um determinado público percebe uma questão social e promover mudanças comportamentais, mas o que se tem visto é a utilização das ferramentas de marketing exclusivamente para a promoção da imagem da organização.

Made available in DSpace on 2014-06-11T19:24:04Z (GMT). No. of bitstreams: 0 Previous issue date: 2007-12-12Bitstream added on 2014-06-13T19:51:11Z : No. of bitstreams: 1 paixao_to_me_bauru.pdf: 2513431 bytes, checksum: a1e3d4172a06ed80f9aa1f3774eb7944 (MD5) / Universidade Estadual Paulista (UNESP) / Este trabalho visa analisar o papel da comunicação nas campanhas sociais veiculadas na televisão e as leituras das mesmas realizadas pelos jovens expostos a essas mensagens. Tomando como objeto de estudo o referendo sobre a proibição da comercialização de armas de fogo e munição no Brasil, buscou-se compreender o impacto da campanha em cidadãos em idade de voto facultativo da cidade de Bauru - SP. Para tanto, construiu-se um diálogo entre a comunicação realizada na televisão, palco no qual se debateram amplamente os posicionamentos sobre o tema em questão, o poder de transformação do marketing social e das campanhas sociais no intuito de verificar sua repercussão entre os jovens eleitores, isentos por lei da obrigatoriedade do voto, e o impacto das mesmas entre esse público-alvo. O trabalho comprovou a força de penetração das campanhas desenvolvidas pela televisão, mas também mostrou a ineficácia das mesmas no momento de despertar e motivar a participação, entendida como exercício da cidadania, dentro do grupo pesquisado. / This hypothesis aims to analyze the role of communication in televised social campaigns and how the youth of Brazil deciphers the messages they are exposed to. By examining the referendum which proposed to outlaw the sale of firearms and ammunition in Brazil, a survey was conducted to undertand the campaign's impact on citizens, who were considered optional voters living in Bauru - SP. Throughout the survey, dialogue was established based on televised communication (a matter in which the participants' beliefs and opinions were highly discussed) as well as the power of persuasion social campaigns and marketing have. Therefore, by analyzing such communication, it is possible to observe the effects these issues ha on the young voters, who by law, are not required to vote. This research's proposal shows the capacity of the campaigns made for TV to penetrate its market; however this analysis also presents the campaign's inefficiency to motivate its audience to participate, as an act of citizenship within the group whom participated in the survey.

Orientador: Maximiliano Martin Vicente / Banca: Tânia Márcia Cezar Hoff / Banca: Maria Inez Mateus Dota / Resumo: Este trabalho visa analisar o papel da comunicação nas campanhas sociais veiculadas na televisão e as leituras das mesmas realizadas pelos jovens expostos a essas mensagens. Tomando como objeto de estudo o referendo sobre a proibição da comercialização de armas de fogo e munição no Brasil, buscou-se compreender o impacto da campanha em cidadãos em idade de voto facultativo da cidade de Bauru - SP. Para tanto, construiu-se um diálogo entre a comunicação realizada na televisão, palco no qual se debateram amplamente os posicionamentos sobre o tema em questão, o poder de transformação do marketing social e das campanhas sociais no intuito de verificar sua repercussão entre os jovens eleitores, isentos por lei da obrigatoriedade do voto, e o impacto das mesmas entre esse público-alvo. O trabalho comprovou a força de penetração das campanhas desenvolvidas pela televisão, mas também mostrou a ineficácia das mesmas no momento de despertar e motivar a participação, entendida como exercício da cidadania, dentro do grupo pesquisado. / Abstract: This hypothesis aims to analyze the role of communication in televised social campaigns and how the youth of Brazil deciphers the messages they are exposed to. By examining the referendum which proposed to outlaw the sale of firearms and ammunition in Brazil, a survey was conducted to undertand the campaign's impact on citizens, who were considered optional voters living in Bauru - SP. Throughout the survey, dialogue was established based on televised communication (a matter in which the participants' beliefs and opinions were highly discussed) as well as the power of persuasion social campaigns and marketing have. Therefore, by analyzing such communication, it is possible to observe the effects these issues ha on the young voters, who by law, are not required to vote. This research's proposal shows the capacity of the campaigns made for TV to penetrate its market; however this analysis also presents the campaign's inefficiency to motivate its audience to participate, as an act of citizenship within the group whom participated in the survey. / Mestre

Made available in DSpace on 2014-12-17T14:52:53Z (GMT). No. of bitstreams: 1 DanielaRC_DISSERT.pdf: 2517545 bytes, checksum: 17f1719a083e48ff59d2eb1a67ae7500 (MD5) Previous issue date: 2010-10-01 / This study presents an investigation of the influence of Corporate Social Responsibility (CSR) in customer s satisfaction and loyalty through a study with car s buyers, besides that, it aims to contribute to conceptual models of satisfaction and loyalty analysis by applying the model of Johnson et al. (2001), adapted for the introduction of variables of CSR and conscious consumption, in a car dealership in Natal / RN. The methodology has a descriptive quantitative approach and for the analysis results were applied statistical methods of simple and multiple linear regression analysis, descriptive analysis and exploratory analysis. The field research provided 90 valid forms. The results show that CSR affects the image of the company studied and is also one of the elements of the compound of satisfaction and loyalty. This study concludes that CSR should be considered in the strategic and marketing actions of firms / O presente estudo apresenta uma investiga??o da influ?ncia da dimens?o Responsabilidade Social Empresarial (RSE) na satisfa??o e fidelidade dos clientes atrav?s de um estudo com compradores de autom?veis, al?m de contribuir para a an?lise de modelos conceituais de satisfa??o e fidelidade do cliente, atrav?s da aplica??o do modelo de Jonhson et al. (2001), adaptado para a introdu??o de vari?veis de RSE e consumo consciente, em uma concession?ria de autom?veis de Natal/RN. A metodologia teve abordagem quantitativo-descritiva e, para a an?lise dos resultados, utilizou m?todos estat?sticos de an?lise de regress?o linear simples e m?ltipla, an?lise descritiva e an?lise explorat?ria. A pesquisa de campo forneceu 90 formul?rios considerados v?lidos. Os resultados demonstram que a Responsabilidade Social Empresarial tem influ?ncia na imagem da empresa pesquisada e tamb?m ? um dos elementos do composto de satisfa??o e fidelidade do cliente. Desta forma, este estudo conclui que a Responsabilidade Social Empresarial deve ser considerada nas a??es estrat?gicas e de marketing das empresas

A presente pesquisa tem como finalidade analisar a ocorrência, a forma e os motivos do desperdício de alimentos no varejo supermercadista, analisando um procedimento das rotinas varejistas chamado de quebra operacional. Nesse sentido, as perdas, resultado direto das quebras, será apresentada sob uma perspectiva tripla, gerando problemas de natureza financeira para o varejo e indústria e ambientais e sociais para a sociedade como um todo, sendo, portanto, uma prática incoerente com as demandas sustentáveis. Considerando o desperdício como um resultado de assimetrias no canal de distribuição e a necessidade das organizações em considerar a sociedade em suas estratégias de negócios, a pesquisa apresenta e discute canais reversos e canais de ciclo fechado como modelos institucionais de coordenação para o tratamento e redução de desperdício e o marketing social como ferramenta para a mudança de comportamento e geração de benefícios à sociedade por parte das organizações. Para ilustrar a conjugação dos temas propostos, a pesquisa apresentará o projeto Last Minute Market, que tem por finalidade a transformação do desperdício em recurso. Em sentido complementar apresentar-se-á a quantificação da quebra operacional de uma loja varejista localizada na cidade de Ribeirão Preto, SP e os mecanismos que a loja usa para gerenciar as perdas e o descarte de alimentos. A conclusão que se tem é que o varejo se esforça para que a perda seja reduzida, mas esforços são necessários para que o desperdício seja também evitado. / This study aims to analyse the occurrence, form and the reasons for food wastage in the retail business context, analyzing a routine retail procedure called operational break. In this sense, the losses, as a direct result of the operational break, will be presented in a triple perspective, generating financial problems to the retail business and industry and environmental and social problems to the society as a whole, therefore, an inconsistent practice with the sustainable demands. Considering the waste as a result of asymmetries in the distribution channel and the need for organizations to consider the society in their business strategies, the study presents and discusses reverse channels and closed-loop channels as institutional models of coordination for the treatment and waste reduction and the social marketing as a tool for behavior change and benefits generation to the society by the organizations. To illustrate the combination of the proposed topics, the research will presents the Last Minute Market project, which aims to convert the waste into resource. On complementary sense, a operational break quantification of a retail store at Ribeirão Preto, SP and the mechanisms that the store uses to manage the loss and disposal of food will be presented. The conclusion is that retail business is striving for the loss to be reduce, but efforts are necessary so that the waste could be also avoided.

Made available in DSpace on 2014-08-20T13:46:41Z (GMT). No. of bitstreams: 1 ana_amelia_brauner_pereira_dissertacao.pdf: 4725645 bytes, checksum: 6eb2077e22112c143bc9042a26e55b98 (MD5) Previous issue date: 2008-11-24 / The global economy has transformed business and has had a direct impact on regional cultures. It has also interfered on modes of production and personal relationships within business. This process has been followed and stimulated by the use of marketing strategies that create a better acceptability of the market s actions. Marketing produces detailed studies on people s behaviour and makes use of persuasion strategies not only through publicity but by using mechanisms that are gradual and naturally assimilated. Social marketing is an example of such opportunities created by marketing. The Project Poupança Florestal (freely translated as Forest Saving) was developed within this framework, in which it is necessary to construct or consolidate the business image. In order to evaluate the impact of such project in the South of Rio of Grande do Sul estate, in Brazil, the present study has developed a review of literature, documental research, as well as has carried out interviews (open questionnaires) with representative of several social institutions. The analysis of the interviews shows that the majority of the representatives tend to perceive the project as an isolated action which helps improving the image of Votorantim in the south of the Rio Grande do Sul estate (Brazil), but they do not perceive it as having positive impact in the socioeconomic development of the region as a whole. / A economia globalizada transformou as relações empresariais impactando diretamente nas culturas regionais e interferindo, também, nos modos de produção e nas relações pessoais. Esse processo vem sendo acompanhado e estimulado pelo marketing, que se apresenta de várias formas para permitir uma maior aceitabilidade da ação do mercado. Através de um estudo detalhado sobre o comportamento das pessoas o marketing utiliza estratégias de persuasão não mais apenas através da publicidade, mas cria mecanismos que são assimilados de forma natural e gradual. O marketing social é um exemplo destas oportunidades construídas pelo marketing. O Projeto Poupança Florestal foi construído neste ambiente, onde a construção ou consolidação de imagem empresarial se faz necessária. A análise das entrevistas com os representantes da sociedade desenvolvida neste trabalho mostra que eles tendem, em sua maioria, a perceber o projeto como uma ação isolada que auxilia na construção da imagem da Votorantim na zona sul do Estado do Rio Grande do Sul e não percebem resultados positivos no desenvolvimento socioeconômico da região onde o projeto se desenvolve.

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.