BibTex RIS Kaynak Göster

SOSYAL PAZARLAMADA KAMPANYA YÖNETİMİ: ORGAN BAĞIŞINA YÖNELİK KURAMSAL BİR ÇERÇEVE

Yıl 2016, Cilt: 9 Sayı: 18, 169 - 187, 01.12.2016

Öz

Bu makale sosyal pazarlama ve kar amacı gütmeyen organizasyonlar bakımın‐ dan kampanya süreci için kuramsal bir çerçeve sunmaktadır. Dahası, bu ku‐ ramsal çerçeve organ bağışıyla ilgili sosyal pazarlamadaki kampanya yönetimi‐ ne dayanmaktadır. Sosyal pazarlama veya kar amacı gütmeyen pazarlamadaki kampanya süreci altı adımı kapsar. Bunlar: Planlama, mesaj geliştirme, medya seçimi, malzeme araç sınama, uygulama, değerlendirme ve geribildirimdir. Kampanya sürecindeki her bir adım diğer aşamalardaki diğer adımlarla etkile‐ şim halinde olup, kapsamlı detaylara sahiptir. Sosyal pazarlamadaki kampanya süreci başlangıç aşamasından son aşamaya kadar dikkatli bir biçimde ele alın‐ malıdır. Bu makale, sosyal pazarlama yöneticilerinin kampanya sürecini nasıl iyi bir biçimde tasarlayacakları hakkında çıkarımlar sunmaktadır

Kaynakça

  • Andreasen, A. R., Kotler, P. ve Parker, D. (2003). Strategic Marketing for Nonprofit Organizations. Upper Saddle River. NJ: Prentice Hall.
  • Arkin, E. (1991). Motivating the public: Application of Lessons Learned to Increasing Organ Donation. In US Public Health Service. The Surgeon Gene‐ ral’s Workshop on Increasing Organ Donation. Background Papers. Washington, DC: Division of Transplantation, US Public Health Service. http://profiles.nlm.nih.gov/NN/B/C/Z/D/_/nnbczd.pdf (11.05.2006).
  • Barker, M. R. (2003). Issue Brief Social Marketing Campaigns, The Missouri Foundation for Health Program and Grants Committee and Program Review Committee.
  • Coffman, J. (2002). Public Communication Campaign Evaluation: An environmental Scan of Challenges, Criticisms, Practice, and Opportunities. Prepared for the Communications Consortium Media Center, Harvard Family Research Project.
  • Davis, J. (1994). Percent Awareness and Still Not Enough Donors: Can Public Education Increase Organ Donation. In the Surgeon Generalʹs Workshop on Increasing Organ Donation: Background Papers. Rockville, Md.: US Department of Health and Human Services, Office of the Surgeon General.
  • DeJong, W. (2002). The Role of Mass Media Campaigns in Reducing High‐Risk Drinking Among College Students. Journal of Studies on Alcohol, Supplement, (14): 182‐192.
  • Deshpande, S., Rothschild, M., ve Brooks, R. (2004). New Product Development in Social Marketing. Social Marketing Quarterly. 10(3‐4) : 39‐49.
  • Donovan, R. J. (1995). Steps in Planning and Developing Health Communication Campaigns: A Comment on CDCʹs Framework for Health Communication. Public Health Reports, 110(2): 215.
  • Eser, Z. ve Özdoğan, F. B. (2006). Sosyal Pazarlama, Ankara: Siyasal Kitabevi.
  • Flavier, J. M. (1992). Designing Health Communication Campaigns: What Works? Thomas E. Backer, Everett M. Rogers, Pradeep Sopory (Der), Newbury Park: Sage Publication, http://www.drugs.indiana.edu/publs/newsline/pdfs/winter92.pdf, Planning A “Social Marketing Campaign Involves Six Steps Planning Key to Good Communication Research”, IPRC Newsline Winter 1992, (03.07.2004).
  • Koontz H. ve O’donnell, C. (1976). Management: A Systems and Contingency Analysis of Managerial Functions. Newyork: McGraw Hill Book Co.
  • Kopfman, J. E. (1995). Narrative AND Logical Argument Messages That Persuade the High Willingness Target Audience to Become Potential Or‐ gan Donors: A Test of Attitude‐Behavior Consistency. Unpublished doctoral Dissertation, Michigan State University
  • Kotler, P., Roberto N.ve Lee, N. (2002). Social Marketing Improving the Quality of Life, Second Edition, London, New Delhi: Sage Publication.
  • Kotler, P. (2002). Improving the Impact of Social Marketing, Social Marketing Conference, Clearwater, Florida.
  • Lauri, M. A. ve Lauri, J. (2005). Social Representations of Organ Donors and Non‐donors. Journal of Community & Applied Social Psychology, 15 (2): 108– 119.
  • Logan, R. A. (2004). Evaluating Consumer Informatics: Learning From Health Campaign Research. Stud Health Technol Inform, 107(2): 1147‐1151.
  • McGrath, J. C. (1991). Evaluating National Health Communication Campaigns Formative and Summative Research Issues. The American Behavioral Scientist, 34(6): 652.
  • O’Sullivan, G. A., Yonkler, J. A., Morgan, W., & Merritt, A. P. (2003). A Field Guide To Designing A Health Communication Strategy. A Resource For Health Communication Professionals. Baltimore, MD, Johns Hopkins Bloomberg School of Public Health/Center for Comminication Programs.
  • Siegel, M. ve Doner, L. (1998). Marketing Public Health Strategies to Promote Social Change. Sunbury Massachusetts: Jones and Bartlett Publishers. Social Marketing, http://www.health.org/govpubs/PHD627/smarket.aspx (05.03. 2005).
  • Tabak, R. S.(2003). Sağlık İletişimi. İstanbul: Literatür Yayınları.
  • Tenekecioğlu, B.ve Ersoy, F. (2000). Pazarlama Yönetimi, Genişletilmiş Yeni Baskı. Eskişehir.
  • Tikveş, Ö. (2005). Halkla İlişkiler & Reklamcılık, Genişletilmiş İkinci Basım. İstan‐ bul: Beta Yayınları.
  • Tokay Argan, M. (2007). Organ Bağışını Artırmada Sosyal Pazarlama Yaklaşımı. Yayımlanmamış Doktora Tezi, Anadolu Üniversitesi Sosyal Bilimler Ens‐ titüsü, Eskişehir.
  • Uztuğ, F. (1999). Siyasal Marka Seçim Kampanyaları ve Aday İmajı. İstanbul: MediaCat Yayınları.
  • Weinreich, N. K. (1996). Integrating Quantitative and Qualitative Methods in Social Marketing Research. Social Marketing Quarterly, (Winter). http://www.social‐marketing.com/research.html (07.11. 2005).
  • Weinreich, N.K. (1999). Hands‐on Social Marketing A Step by Step Guide. London New Delhi: Sage Publications.
  • Weiss, J. A. ve Tschirhart, M. (1994). Public Information Campaigns as Policy Instruments. Journal of Policy Analysis and Management, 13(1): 82‐119.
  • Woods, D. R., Davis, D. ve Westover, B. J. (1991). ʺAmerica Responds to AIDSʺ: Its Content, Development Process, and Outcome. Public Health Reports, 106 (6): 616.
  • www.tbv.com.tr (25.04.2006).

CAMPAIGN MANAGEMENT IN SOCIAL MARKETING: A THEORETICAL FRAMEWORK FOR ORGAN DONATION

Yıl 2016, Cilt: 9 Sayı: 18, 169 - 187, 01.12.2016

Öz

This article presents a theoretical framework for campaign process in terms of social marketing and non‐profit organizations. Moreover, the framework is based campaign management in social marketing regarding organ donation. Campaign process in social marketing or non‐profit marketing basically involves six steps: planning, message development, media selection, materials tools testing, implementation, evaluation and feedback. Each step in the campaign process interacts with the other phases and has extensive details. Campaign process in social marketing should be carefully addressed from the initial stage to final stage. The article has significant implications as to how well social marketing managers design campaign process.

Kaynakça

  • Andreasen, A. R., Kotler, P. ve Parker, D. (2003). Strategic Marketing for Nonprofit Organizations. Upper Saddle River. NJ: Prentice Hall.
  • Arkin, E. (1991). Motivating the public: Application of Lessons Learned to Increasing Organ Donation. In US Public Health Service. The Surgeon Gene‐ ral’s Workshop on Increasing Organ Donation. Background Papers. Washington, DC: Division of Transplantation, US Public Health Service. http://profiles.nlm.nih.gov/NN/B/C/Z/D/_/nnbczd.pdf (11.05.2006).
  • Barker, M. R. (2003). Issue Brief Social Marketing Campaigns, The Missouri Foundation for Health Program and Grants Committee and Program Review Committee.
  • Coffman, J. (2002). Public Communication Campaign Evaluation: An environmental Scan of Challenges, Criticisms, Practice, and Opportunities. Prepared for the Communications Consortium Media Center, Harvard Family Research Project.
  • Davis, J. (1994). Percent Awareness and Still Not Enough Donors: Can Public Education Increase Organ Donation. In the Surgeon Generalʹs Workshop on Increasing Organ Donation: Background Papers. Rockville, Md.: US Department of Health and Human Services, Office of the Surgeon General.
  • DeJong, W. (2002). The Role of Mass Media Campaigns in Reducing High‐Risk Drinking Among College Students. Journal of Studies on Alcohol, Supplement, (14): 182‐192.
  • Deshpande, S., Rothschild, M., ve Brooks, R. (2004). New Product Development in Social Marketing. Social Marketing Quarterly. 10(3‐4) : 39‐49.
  • Donovan, R. J. (1995). Steps in Planning and Developing Health Communication Campaigns: A Comment on CDCʹs Framework for Health Communication. Public Health Reports, 110(2): 215.
  • Eser, Z. ve Özdoğan, F. B. (2006). Sosyal Pazarlama, Ankara: Siyasal Kitabevi.
  • Flavier, J. M. (1992). Designing Health Communication Campaigns: What Works? Thomas E. Backer, Everett M. Rogers, Pradeep Sopory (Der), Newbury Park: Sage Publication, http://www.drugs.indiana.edu/publs/newsline/pdfs/winter92.pdf, Planning A “Social Marketing Campaign Involves Six Steps Planning Key to Good Communication Research”, IPRC Newsline Winter 1992, (03.07.2004).
  • Koontz H. ve O’donnell, C. (1976). Management: A Systems and Contingency Analysis of Managerial Functions. Newyork: McGraw Hill Book Co.
  • Kopfman, J. E. (1995). Narrative AND Logical Argument Messages That Persuade the High Willingness Target Audience to Become Potential Or‐ gan Donors: A Test of Attitude‐Behavior Consistency. Unpublished doctoral Dissertation, Michigan State University
  • Kotler, P., Roberto N.ve Lee, N. (2002). Social Marketing Improving the Quality of Life, Second Edition, London, New Delhi: Sage Publication.
  • Kotler, P. (2002). Improving the Impact of Social Marketing, Social Marketing Conference, Clearwater, Florida.
  • Lauri, M. A. ve Lauri, J. (2005). Social Representations of Organ Donors and Non‐donors. Journal of Community & Applied Social Psychology, 15 (2): 108– 119.
  • Logan, R. A. (2004). Evaluating Consumer Informatics: Learning From Health Campaign Research. Stud Health Technol Inform, 107(2): 1147‐1151.
  • McGrath, J. C. (1991). Evaluating National Health Communication Campaigns Formative and Summative Research Issues. The American Behavioral Scientist, 34(6): 652.
  • O’Sullivan, G. A., Yonkler, J. A., Morgan, W., & Merritt, A. P. (2003). A Field Guide To Designing A Health Communication Strategy. A Resource For Health Communication Professionals. Baltimore, MD, Johns Hopkins Bloomberg School of Public Health/Center for Comminication Programs.
  • Siegel, M. ve Doner, L. (1998). Marketing Public Health Strategies to Promote Social Change. Sunbury Massachusetts: Jones and Bartlett Publishers. Social Marketing, http://www.health.org/govpubs/PHD627/smarket.aspx (05.03. 2005).
  • Tabak, R. S.(2003). Sağlık İletişimi. İstanbul: Literatür Yayınları.
  • Tenekecioğlu, B.ve Ersoy, F. (2000). Pazarlama Yönetimi, Genişletilmiş Yeni Baskı. Eskişehir.
  • Tikveş, Ö. (2005). Halkla İlişkiler & Reklamcılık, Genişletilmiş İkinci Basım. İstan‐ bul: Beta Yayınları.
  • Tokay Argan, M. (2007). Organ Bağışını Artırmada Sosyal Pazarlama Yaklaşımı. Yayımlanmamış Doktora Tezi, Anadolu Üniversitesi Sosyal Bilimler Ens‐ titüsü, Eskişehir.
  • Uztuğ, F. (1999). Siyasal Marka Seçim Kampanyaları ve Aday İmajı. İstanbul: MediaCat Yayınları.
  • Weinreich, N. K. (1996). Integrating Quantitative and Qualitative Methods in Social Marketing Research. Social Marketing Quarterly, (Winter). http://www.social‐marketing.com/research.html (07.11. 2005).
  • Weinreich, N.K. (1999). Hands‐on Social Marketing A Step by Step Guide. London New Delhi: Sage Publications.
  • Weiss, J. A. ve Tschirhart, M. (1994). Public Information Campaigns as Policy Instruments. Journal of Policy Analysis and Management, 13(1): 82‐119.
  • Woods, D. R., Davis, D. ve Westover, B. J. (1991). ʺAmerica Responds to AIDSʺ: Its Content, Development Process, and Outcome. Public Health Reports, 106 (6): 616.
  • www.tbv.com.tr (25.04.2006).
Toplam 29 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Mehpare Tokay Argan Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 9 Sayı: 18

Kaynak Göster

APA Tokay Argan, M. (2016). SOSYAL PAZARLAMADA KAMPANYA YÖNETİMİ: ORGAN BAĞIŞINA YÖNELİK KURAMSAL BİR ÇERÇEVE. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 9(18), 169-187.