Publicité et communication : Action contre la faim

Étude de cas Entreprises & gestion Communication

Date de publication :

28/04/2008

Langue :

Anglais

Format :

.pdf

Nombre de pages :

20 pages

Niveau :

avancé

Consulté :

1 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

What is the 'action against hunger? organisation?
1. History
2. Areas of action
3. Representation in the world
What is the identified marketing strategy of AAH?
1. Products/services
2. Price
3. Place
4. Promotion
Developing an integrated marketing communication campaign
1. The first step: defining problems and opportunities
2. Determine the objectives and measurement standards
3. Select the target audience
4. Research and determine drivers for action and the message strategy

Résumé :

For this work, I have decided to study the Integrated Marketing Communications campaign of the French non-governmental association: "action Against Hunger" (Lutte Contre la faim). I have chosen this organisation as its core activities have humanitarian aims which have special characteristics. Indeed, such domain of activity uses specific marketing tools and ways of communication which are really interesting and have evolved ingeniously. The goal is clear, to fulfil their humanitarian actions, "action Against Hunger" has to make people and organisations become donors. Firstly, we will talk about the organisation thanks to its context of creation, its area of action. We will then study its approach relating to its marketing mix strategy, which is part of its Integrated Marketing communication campaign. The marketing mix will give us key elements to anderstund the products of the organisation and their specificities, their prices, their place which permits the "action Against Hunger" to address them to actual and future donors and their strategy of promotion. The second part of this work is about the main steps of a Integrated Marketing communication Campaign: defining problems and opportunities of the organisation; determining the objectives and measurements standards, selecting the target audience, researching and determining drivers for action and the message strategy. Because of a lack of information concerning the next steps of an IMC campaign we will focus on the points listed above. To talk about the following steps like: Determining the budget; verifying the message against regulatory requirements; producing and implement the strategy; evaluate the results we should have access to specific internal data of the organisation which is not the case. Moreover, these points are included in a long term strategy and their aim is to improve the efficient of the IMC campaign. Such element of reflection won't be forgotten during this work. Indeed, to take care of the efficiency of a campaign or whatever strategy is an important step to reach the success and maintain it in the future of a company. What does humanitarian mean? The word comes from "humanity". It defines a person or an organisation who/ which is devoted to the promotion of human welfare and the advancement of social reforms; a philanthropist.