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WorldVision01

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Jamie Earle

on 9 March 2010

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Transcript of WorldVision01

World Vision New Zealand has designed different donation campaigns for its two major segments of target audience, namely church members and the general public. Identify the key marketing strategies used in each segment.

Key Marketing Strategies Question one World Vision Integrated Marketing Communication Planning emotional Strategies
marketing strategy relies on an emotionally charged appeal
emotion-arousing products

effects:
affective decisions
staying in consumer`s memory
clip http://www.youtube.com/watch?v=L4xtESZwUNo&feature=related
What is the role of guilt appeals in WV’s sponsorship campaign? question three would guilt be a future persuation strategy in tv advertising? http://www.youtube.com/watch?v=O-JGqIFZltI&feature=related Model of Persuasion Peripheral cues:
music
images- sad, hungry, ill
Scenery
reality vs acting
Compassion fatigue: easy for the viewer to switch off and ignore the message. Question four How would you evaluate World Visions campaign effectiveness in each segment; church members and the general public? church members:
highly segmented (niche)
moderate EL by introducing more informational (cognitive) based approaches
attaining new sponsorships and raising funds
General Public:
unsegmented
limited creative freedom
use of script and guilt
relies on emotion (affective)
peripheral route
Question five What recommendations would you have for WV to maintain and expand its sponsor bases in the midst of fierce competition in the charity market Going Corporate Gala Charity Event Youth Ambassadors Overview Learning Objectives 1.Understand the current marketing strategy used by WVNZ and how it is delivered to the different target market segments.

2.Apply the attitude, guilt appeal and Elaboration Likelihood Model to extend towards detailed recommendations for a new direction for WVNZ.
companies to invest, in order to create a connection with their consumer
social awareness; affiliation with a charity susch as WV
favourable brand connection
reduced costs through shared publicity and advertising



annual gala conferences
attract wealthy business people, celebrities, humanitarians and human rights activists
display the talents of children from sponsored countries
receive large amounts of publicity
high profile backers to push the cause


develop a program to enlist schools and special students to experience the conditions of impoverished countries
expect to fuel the general public to contribute
raise funds
an extension of the guilt appeal
young individuals making a difference
References Three components of an attitude affective: emotions and feelings

cognition: thinking and thoughts

conative: actions and behaviour New Zealand your turn Started in 1950, in order to sponsor orphaned children
Operating in 15 countries
Sponsorship offers care for children and communities of impoverished countries
Increasing number of competition in the charity market
Two target market segments: church members and the NZ general public
Faced with the problem of how to attract more donors and creative methods to do so
Marketing efforts rely on the standards of overseas partners
Selling emotional benefits to the ‘customer’
Emotional marketing strategy losing its effectiveness

Summary




Utilise: advertising, public relations and personal selling and direct marketing
Elaboration Likelihood: focus on using peripheral route but should shift to incorporate the central route too
attitude components: affective, cognitive, conative. must appeal to the cognitive more in order for consumers to take action.
Variety of ways that they can expand its sponsor base including teaming up with corporations, holding gala events and having student ambassadors. Areni, C. 2003, ‘The effects of structural and grammatical variables on persuasion: An elaboration likelihood model perspective’, Psychology and Marketing, vol. 20, Iss. 4, pp. 349-375, viewed 6th September 2009.

Chitty, W, Barker, N & Shimp, TA 2008, Integrated Marketing Communications, 2nd edn, Cengage Learning Australia Pty Limited, South Melbourne.

Huhmann, B. & Brotherton, T. 1997, ‘A content analysis of guilt appeals in popular magazine advertisements’, Journal of Advertising, V. 26, Iss. 2, pp. 35-46, viewed 7th September 2009.

Lascu, D. 1991, ‘Consumer Guilt: Examining the Potential of a New Marketing Construct’, Advances in Consumer Research, vol. 18, viewed 7th September 2009.

Neal, CM 2004, consumer behaviour, 4th edn, Mc Graw-Hill Australia Ptd Limited, North Ryde.

Reed, P 1997, Marketing Planning and Strategy, 2nd edn, Harcourt Brace & Company Australia Pty Ltd, Sydney.

Wells, Spence-Stone, Moriarty and Burnett, 2008, ‘Advertising- Principles and Practice’, Australasian Edition, Pearson Education, Australia, pp.104, 111.


World Vision (Australia). 2009, ‘World vision Australia’, viewed 3rd September 2009, http://www.worldvision.com.au/Home.aspx

Parachute Music Festival (2009) ‘Parachute Music’, viewed 8th September
http://www.parachutemusic.com/index.php?option=com_content&view=article&id=14&Itemid=78

Youth Ambassadors
develop a program to enlist schools and special students to experience the conditions of impoverished countries
expect to fuel the general public to contribute
raise funds
an extension of the guilt appeal
young individuals making a difference Gala Charity Events
annual gala conferences
attract wealthy business people, celebrities, humanitarians and human rights activists
display the talents of children from sponsored countries
receive large amounts of publicity
high profile backers to push the cause Going Corporate
companies to invest, in order to create a connection with their consumer
social awareness; affiliation with a charity susch as WV
favourable brand connection
reduced costs through shared publicity and advertising
Recommendation Summary
Full transcript