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Att sälja ett beteende: En undersökning av en social marknadsföringskampanj
Karlstad University, Division for Culture and Communication.
Karlstad University, Division for Culture and Communication.
2006 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
Abstract [en]

Abstract

Communication and information has become a large industry in today’s society. More and more organisations use these means as tools of influence. Non-profit organization’s campaigns, which aim to change a behavior, often have a political responsibility and it is therefore important that these are carefully planned and carried through. The purpose of this essay is to describe how a social marketing campaign should be planned and carried through according to theories in social marketing and campaign planning. Social marketing campaigns are exemplified through the alcohol prevention campaign Festmetoden (a Swedish national effort from Alkoholkommittén) which planning process is related to the theories. The empirical result is based on information gathered via the Internet, publications and personal contacts at instances involved in the work with Festmetoden. The campaign material (which consists of, among other things, a DVD-film) is well suited for the target group and is thoroughly developed. The empirical material has, on the other hand, implied that the planning process hasn’t always followed the theoretical guidelines given in the essay. However, a model for successful campaigns doesn’t exist as campaign planning often involves following one’s intuition.

Place, publisher, year, edition, pages
2006. , p. 75
Keywords [sv]
Social marknadsföring, Kampanjplanering, Kommunikation, Visuell kommunikation
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:kau:diva-14OAI: oai:DiVA.org:kau-14DiVA, id: diva2:5266
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samhälle/juridik
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Available from: 2006-02-01 Created: 2006-02-01

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf