Evaluating Promotion Programmes / Of Social Marketing Organizations: The Case Of Dkt-Ethiopia
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Date
2006-07
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Publisher
A.A.U
Abstract
This study focuses on the performance of promotion programmes of social marketing
organizations by taking a well known institution of the type- DKT - Ethiopia, as a case.
Promotion is one of the most determinant variables that playa key role in helping such
organizations in achieving their objectives. The objectives of social marketing
programmes mainly are helping various societal members in increasing their commitment
to solve a number of problems. These days social marketing is considered to be of great
help in the stated context. The study has been initiated from two directions. First the
management of DKT 's promotion mix is overviewed; then, the performance of the
programmers have been evaluated in terms of their impact on helping the society in
bringing change where fighting the social problems requires the involvement of various
societal members.
High school and university (undergraduate & post graduate) students as well as female
employees of catering service firms are selected as representative groups of the society
for the purpose of the study. About 535 questionnaires were distributed out of which 500
have been qualified in to the analysis. 200 are from high school students, 225 from
university students and 75from employees (female) working in cafeterias & hotels.
The major focus areas of the study are about the societal awareness of DKT Ethiopia and
its services, the effectiveness of the organization in media selection, the societal views on
the contents of the promotion messages and their impacts on the attitudes and behaviors
of one self.
The findings show that the promotion programmes well contributed to the impressive
degree of awareness the society has about DKT Ethiopia. But, this is not reflected when it
comes to the services the organizations provides. It also has been observed that DKTEthiopia
only focuses on the media advertising, which put its influence on other issues
that are discussed in the main body of the study
Description
A Project Paper Submitted To The School Of
Graduate Studies Of Addis-Ababa University In
Partial Fulfillment Of The Requirements For The
Degree Of Ma In Business Administration
Keywords
Evaluating Promotion Programmes, Social Marketing Organizations