Not For Profit Advertising
Nonprofit advertising consists of spreading message to the population or a particular target in order to change their behavior, or to solicit donations, or call volunteers etc. The way to reach people is the same as nonprofit organizations develop Logos, messages, slogans and diffuse them through the different medias available in the market.
Journal Article:
Strategies For Introducing marketing Into Nonprofit organizations
Philip Kotler, Journal of Marketing © 1979 American Marketing Association
Abstract:
Marketing is a topic of growing interest to nonprofit organization manages as their organizations confront new, complex marketplace problems. Nonprofit institutions can introduce marketing in a number of ways, such as appointing a marketing committee or task force, hiring an advertising agency or marketing research firm, hiring a marketing consultant or appointing a marketing director or marketing vice president.
Analysis:
As this paper has been written about 40 years ago, I can imagine that nonprofit organizations at that time were only realizing that marketing could benefit them in the same way as it does for businesses. Nowadays, marketing is highly present in nonprofit organization and in my opinion essential to develop a strategy that will drive the organization to reach their objectives. When it comes to advertising, marketing is also essential to reach the audience, affect them, and change their behavior.
Journal Article:
Strategies For Introducing marketing Into Nonprofit organizations
Philip Kotler, Journal of Marketing © 1979 American Marketing Association
Abstract:
Marketing is a topic of growing interest to nonprofit organization manages as their organizations confront new, complex marketplace problems. Nonprofit institutions can introduce marketing in a number of ways, such as appointing a marketing committee or task force, hiring an advertising agency or marketing research firm, hiring a marketing consultant or appointing a marketing director or marketing vice president.
Analysis:
As this paper has been written about 40 years ago, I can imagine that nonprofit organizations at that time were only realizing that marketing could benefit them in the same way as it does for businesses. Nowadays, marketing is highly present in nonprofit organization and in my opinion essential to develop a strategy that will drive the organization to reach their objectives. When it comes to advertising, marketing is also essential to reach the audience, affect them, and change their behavior.
Cliquez ici pour modifier.
French Road Safety
Media Agency :
Lowe, Paris, France.
Creative Agency : Vincent Behaeghel
Translation:
It's flashy, it's ugly, it does not match with anything, but it can save your life.
Jacket and triangle become mandatory in every vehicles. Get one now.
Objective:
Make people aware that the yellow Jacket and the triangle is now mandatory in every car. The purpose of the ad is to insist on the fact that the visibility of the flashy jacket can save your life on the road.
Audience:
All french drivers.
Effectiveness:
This ad was really effective and really well receipted by the French audience. By using Karl Lagerfeld, the designer of Channel, The Road Safety Agency demonstrated that the ugly side of the jacket was not important as long as it could save your life on the road. The ad can be summarized as very clear, ironic, straight forward message perfectly illustrated by the right celebrity's endorsement.
Creative Agency : Vincent Behaeghel
Translation:
It's flashy, it's ugly, it does not match with anything, but it can save your life.
Jacket and triangle become mandatory in every vehicles. Get one now.
Objective:
Make people aware that the yellow Jacket and the triangle is now mandatory in every car. The purpose of the ad is to insist on the fact that the visibility of the flashy jacket can save your life on the road.
Audience:
All french drivers.
Effectiveness:
This ad was really effective and really well receipted by the French audience. By using Karl Lagerfeld, the designer of Channel, The Road Safety Agency demonstrated that the ugly side of the jacket was not important as long as it could save your life on the road. The ad can be summarized as very clear, ironic, straight forward message perfectly illustrated by the right celebrity's endorsement.
Surfrider Foundation
Media Agency :
Young & Rubicam, Paris, France.
Creative Agency : Jorge Carreno
Objective:
Make people aware of the risks of the general Global Warming. The nonprofit organization is trying to get people aware of environmental issues and the danger they represent for our world. They also aiming to raise donations and recruit volunteers to drive actions against that global warning.
Audience:
The audience of surfrider foundation is global. They are trying to reach a large target and make everyone aware and worried about the global warning issues, particular western countries starting to take into consideration the need to change our behavior.
Effectiveness:
Concerning the creativity of the ad, the melting ice grenade illustrate perfectly the danger that represent global waring. The fact that the sea level is increasing represents a crucial challenge for the world if we want to leave a better place for the next generations. The usage of the grenade melting step by step arises vital questions in consumer's mind such as 'what can I do to better respect the planet?'. In my opinion it is a creative ad that is likely to change consumers behavior or at least push him to think of the actions he could take against Global Warming.
Creative Agency : Jorge Carreno
Objective:
Make people aware of the risks of the general Global Warming. The nonprofit organization is trying to get people aware of environmental issues and the danger they represent for our world. They also aiming to raise donations and recruit volunteers to drive actions against that global warning.
Audience:
The audience of surfrider foundation is global. They are trying to reach a large target and make everyone aware and worried about the global warning issues, particular western countries starting to take into consideration the need to change our behavior.
Effectiveness:
Concerning the creativity of the ad, the melting ice grenade illustrate perfectly the danger that represent global waring. The fact that the sea level is increasing represents a crucial challenge for the world if we want to leave a better place for the next generations. The usage of the grenade melting step by step arises vital questions in consumer's mind such as 'what can I do to better respect the planet?'. In my opinion it is a creative ad that is likely to change consumers behavior or at least push him to think of the actions he could take against Global Warming.