THE POWER OF THE MESSAGE – THE KEY TO SUCCESS IN SOCIAL MARKETING CAMPAIGN AN ANALYSIS OF SOCIAL MARKETING IN ROMANIA

Manuela Epure and Cristina Dinu ()
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Cristina Dinu: Faculty of Marketing and International Business, Postal: Spiru Haret University

Annals of Spiru Haret University, Economic Series, 2011, vol. 2, issue 1, 151-157

Abstract: The success of a social marketing campaign does not depend mainly on its budget but rather on the message that is sent. This article emphasize the importance of the message for successful social marketing campaigns and makes an analysis of the messages’ type/structure of leading social marketing campaigns in Romania, as a defining element contributing to the success of social marketing campaigns.Being aware of the importance of the message for a successful social marketing campaign, we propose, in this article, some ideas for improving the message structure transmitted in social marketing campaigns.Although, social marketing campaigns are run with significant funds, small importance is being given to evaluating campaign’s effectiveness and the extent to which the social behaviour of the targeted segments is truly changed. Research was conducted in order to identify the ways in which the use of other types of messages would increase the impact of social marketing campaigns.

Keywords: social marketing; behaviour change; effectiveness (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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