Abstract
In this paper, we discuss NGOs (Non-Governmental Organizations) and NPOs (Non-Profit Organizations) in general and focus on the advertising strategy NGOs should undertake. More specifically, we compare and contrast the NGO history in South Africa and China, its corresponding past advertising, and implications for advertising strategy for Chinese NGOs going forward. This includes a discussion of a key issue of the efficacy of advertising that evokes emotion, and how it can be a “mixed-blessing.” It is suggested that the advertising strategy of South African NGOs can usefully inform NGOs in China.
Highlights
A modern definition of advertising can be found in The American Heritage Dictionary (2015): “The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.” It was defined by Richards & Curran (2002) as, “A paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, or in the future.” Advertising has been important to organizations since ancient times
We compare and contrast the non-governmental organizations (NGOs) history in South Africa and China, its corresponding past advertising, and implications for advertising strategy for Chinese NGOs going forward
It is suggested that the advertising strategy of South African NGOs can usefully inform NGOs in China
Summary
A modern definition of advertising can be found in The American Heritage Dictionary (2015): “The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.” It was defined by Richards & Curran (2002) as, “A paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, or in the future.” Advertising has been important to organizations since ancient times. A modern definition of advertising can be found in The American Heritage Dictionary (2015): “The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.”. According to Salamon & Anheier (1992), the NGO sector includes organizations that share several common features. They are (1) formally constituted; (2) organizationally separate from the government; (3) non-profit seeking; (4) self-governing; (5) voluntary to a significant degree; and (6) non-political. We will note their differences, postulate why these differences exist, and provide some recommendations for Chinese NGOs that will improve the effectiveness of their advertising
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