Advertising and communication: Action against hunger case

Résumé du document

For this paper, 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 organization because 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 clear goal is to fulfill their humanitarian actions. To this end, "Action Against Hunger" must be able to make people and organizations become donors. We will first, talk about the organization, the context in which it was created, and its area of action. We will then study its approach to marketing mix strategy, which is part of its Integrated Marketing Communication campaign. The marketing mix will give us key elements that will help understand the products of the organization, their specificities, their prices, and their positioning which permits them to address the present and future donors of "Action Against Hunger", and their strategy of promotion.

Extraits

[...] Diane Neveu Advertising and Communications- I.S.E.G. 09- As a private individual, it seems that the emotional drivers is more important that the intellectual ones. Donors give money but they above all give time, participate to actions in different countries, they are personally involved in the life of the organisation. People who decide to offer one year, two years or more of their time to help charity actions defend their philosophy, their political engagement. They need action to make things evolve in a better way. [...]

[...] 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 What is the “Action Against Hunger” organisation? a. History “Action Against Hunger” is acting from 25 years, since 1968. All began with “French doctors” who decided during the Biafra crisis to break the silence imposed by governments and politics and gave their testimonies to the world of what the difficulties in such situations are. [...]

[...] 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 fulfill 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 understand 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. [...]

[...] Research and determine drivers for action and the message strategy There is a driver that everyone concerned by charity share: the need to help the other, the emotional driver that push people to feel concerned about human distress. Especially in our Judaeo-Christian society which involves culpability and guilty relating to happiness and money. It's a shame not to share when you benefit from a good situation. All humans are in the same ship on earth, the solidarity is an important value. It appeals to our emotional quotient. Diane Neveu Advertising and Communications- I.S.E.G. 09- The other drivers appeal our intellectual quotient, and are oriented with arguments. [...]

[...] The access to donation is present on each page of the website with, above the click area, a picture of the child looking at you straight in the eyes with its poverty on his face Diane Neveu Advertising and Communications- I.S.E.G. 09- The next chapter is named “support And here is, to my mind, the most intelligent part of the website. All the financial possibilities to make a donation directly or indirectly are described in details. By check, by regular withdrawal, by online payment, by post mail: for each means suits the reason why it's so efficient. Then you have the bank agreements, the bank products, the brand partners of the “Action Against Hunger” organisation. [...]