Evaluating Promotion Programmes / Of Social Marketing Organizations: The Case Of Dkt-Ethiopia
| dc.contributor.advisor | Zewdie, Shibre(Dr.) | |
| dc.contributor.author | Bahran, Asrat | |
| dc.date.accessioned | 2021-02-17T13:38:47Z | |
| dc.date.accessioned | 2023-11-04T09:38:20Z | |
| dc.date.available | 2021-02-17T13:38:47Z | |
| dc.date.available | 2023-11-04T09:38:20Z | |
| dc.date.issued | 2006-07 | |
| dc.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 | en_US |
| dc.description.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 | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/25130 | |
| dc.language.iso | en | en_US |
| dc.publisher | A.A.U | en_US |
| dc.subject | Evaluating Promotion Programmes | en_US |
| dc.subject | Social Marketing Organizations | en_US |
| dc.title | Evaluating Promotion Programmes / Of Social Marketing Organizations: The Case Of Dkt-Ethiopia | en_US |
| dc.type | Thesis | en_US |