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NGOs¡¯ Advertising in South Africa and Implications for NGOs in China

Author

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  • Sijia Liu
  • Vivian G. Kirby
  • Paul D. Berger

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.

Suggested Citation

  • Sijia Liu & Vivian G. Kirby & Paul D. Berger, 2017. "NGOs¡¯ Advertising in South Africa and Implications for NGOs in China," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(1), pages 18-26, February.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:1:p:18-26
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    References listed on IDEAS

    as
    1. Berger, Paul D & Smith, Gerald E, 1998. "The Impact of Prospect Theory Based Framing Tactics on Advertising Effectiveness," Omega, Elsevier, vol. 26(5), pages 593-609, October.
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    More about this item

    Keywords

    NGOs; NPOs; advertising; South Africa; China;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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