Suchergebnisse

Indonesia is a multicultural country that every year has reports of increasing rates of intolerance and a high potential for conflict. So that peace education is needed to prevent it. Peace Generation Indonesia or PeaceGen is a Non-Government Organization (NGO) working in the field of peace based in Bandung. The activities they do include the development of peace training through creative media and game-based learning, creating peace learning media, and activating peace content. PeaceGen has also produced more than forty thousand Agents of Peace (AoP) to spread peace. This study aims to find out the social marketing communication activities carried out by Peace Generation by reviewing and analyzing program design, promotion mix implementation, utilization of the "AoP Journey" digital platform, and the role and ability of the Agent of Peace Coordinator in fostering relationships with the Agents of Peace. This research uses qualitative methods and a case study approach. The results of the study show that the marketing communication carried out by Peace Generation seeks to produce peace education using collaborative programs and collective actions to create a peace-loving society. However, the use of digital platforms in their activities still allows for technological gaps.

As the fourth most populous country globally, the country has a very high number of traffic accidents. Casualties due to accidents in Indonesia are more than the number of victims of terrorism, tsunamis, and floods. The number of traffic accident casualties in Indonesia is about 28-30 thousand people per year, ranking second among the countries in ASEAN. In Indonesia, traffic accidents, especially those involving motorcyclists, are relatively high. Even if there are 1 million incidents in one day, then 2.76 percent occur in Indonesia, with the average victim being in the productive age between 15 to 22 years. Road Safety Association is a non-governmental organization that conducts social marketing communication activities in campaigning for safe driving. The approach of this research is descriptive and qualitative. Data collection techniques are interviews and literature studies by exploring relevant data through books, websites, and documentation. From the field findings and interviews, Road Safety Association has conducted Road Safety campaign activities using various media. Such as print media (such as brochures and banners), electronic media (such as television and radio), and internet media (website, Facebook, Instagram, and Twitter). In addition, RSA also often conducts campaigns face-to-face through roadshow activities, action down directly to the highway, training, and counseling. RSA is also actively working with government and international NGOs for Road Safety.

This article specifies behavior changes and identifies content for an integrated social marketing communication campaign to reduce amount of food wasted by individuals. The findings are based on a review of literature and discussions with experts. After gaining attention, the campaign will need to inform individuals of negative environmental impact, social injustice, and economic costs of wasting food. Individual behavior changes required are to plan purchases and store correctly, which will reduce amount of spoilage, and to prepare appropriate amounts, which will reduce food waste from leftovers. In addition, individuals are required to redistribute or recycle inevitable food waste rather than throwing it out as rubbish. Identification of these behavior changes will be useful for practitioners in industry, government, and not-for-profit sectors who are engaging in activities encouraging individuals to reduce food waste. Due to wide variations in food provisioning behaviors across different cultures and geographies, additional market research on the population of interest is required to design content for the campaign. This will allow for framing message and selection of media to appeal to identified target groups of individuals who both waste large amounts of food and, importantly, are receptive to changing their behaviors to reduce amount of food wasted. And finally, the success of any such "downstream" behavior change campaign will be increased when it is supported by enabling "upstream" contextual influences associated with supportive social networks, communities, infrastructure, and regulation.

AbstractDespite numerous campaigns, the efforts made not only to inform people of the Strategic Development Goals (SDGs) but also to persuade them to contribute individually to the task of achieving these goals have not yet been sufficient. Namely, awareness of the SDGs remains very low among broad sections of the population. In addition, the statements of these goals are not understood in many cases (World Economic Forum 2020). Finally, behavioural changes based on relevant insights have hitherto been insufficient. This situation is also reflected in the UN report, which attests to the insufficient progress made with regard to achieving the SDGs in most countries and notes that in 2020 and 2021, the SDG Index Score even stagnated (Sachs et al., 2022). However, when one's back is literally against the wall and the achievement of the SDGs within the establish timeframe seems to be becoming increasingly unlikely, the promotion of the courage necessary to find new creative solutions can represent an escape from this perceived standstill.

Social marketing communicators have frequently utilized scare tactics or fear appeals to persuade people to cease undesired behaviors and adopt desired alternatives. Although there is now a general consensus in the literature on the usefulness of such appeals under certain conditions, much of the literature contains contradictory findings. In this paper, we argue that use of the term fear appeal is inappropriate and recommend the term threat appeal instead. The term threat appeal is more inclusive, since perceived threat generates a variety of cognitive and emotional responses, not just fear. Furthermore, the term fear appeal confounds stimulus factors (i.e., message content) and response factors (i.e., the reaction of fear), and, with the emphasis on generating a fear response, has led to neglect of message factors and other emotional responses that could mediate persuasion. It is likely that these neglects have contributed significantly to conflicting findings in the area. This paper attempts to refocus attention on stimulus factors and to widen the scope of study by offering: (a) a definition of threat appeals and their components; and (b) incorporating concepts from the Rossiter-Percy communication model and learning theory to provide an overall framework for more precisely developing and targeting the message content of threat appeals.

Yasika 25 social foundation carries out social marketing communication through social service activities as part of their marketing plan, in an effort to build better relationships with the community, strengthen brand loyalty, increase consumer trust, and expand market reach. This research aims to describe how Yasika 25 social foundation carries out social marketing communication and what tools are used in its implementation. The research method used is qualitative descriptive by conducting interviews with three individuals involved in Yasika 25 marketing activities. The results of the research show that Yasika 25 uses various social marketing tools such as social media, websites, brochures, and social service activities. Social media is the primary tool for social marketing communication to target audiences, such as Instagram and Facebook. The Yasika 25 website is used as an information medium about their social activities and campaigns. In addition, Yasika 25 also uses brochures as a conventional marketing tool to reach communities that are not connected to social media or their website. During social service activities, Yasika 25 uses marketing tools such as banners, flags, and merchandise as branding efforts and to increase community awareness of their social foundation. The results of this research show that Yasika 25 has been successful in carrying out social marketing communication by using effective marketing tools.

This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with desktop' tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management.

The purpose of this study was to determine what type of marketing communication
objectives are present in the digital content marketing developed by
luxury auto brands with social media presence in Puerto Rico, particularly Facebook.
A longitudinal multiple-case study design was used to analyze five luxury
auto brands using content analysis on Facebook posts. This analysis included
identification of marketing communication objectives through social media
content marketing strategies, type of media content and social media metrics.
Our results showed that the most used objectives are brand awareness, brand
personality, and brand salience. Another significant result is that digital content
marketing used by brands in social media are focused towards becoming more
visible and recognized; also, reflecting human-like traits and attitudes in their
social media.