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Bachelor thesis final version.pdf
Bachelor thesis

Exploring new advertising strategies to help NGOs get rid of their “Poverty porn” marketing strategy

SONAR|HES-SO

  • Genève : Haute école de gestion de Genève

61 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2022

English The purpose of this report is to explore ways for NGOs to avoid the use of offensive images in their advertising. Through this report, the reader will have the opportunity to learn more about Poverty Porn, a recurring practice in the non-profit sector. Firstly, this report aims to define the practice and discuss its implications. Secondly, terms such as marketing mix and advertisement are defined to set the framework for our study. Following these points, various methods were used to collect data related to our topic. Through a survey, this study found that the use of shocking images in advertisements was not effective on the audience that responded to the questionnaire and that the same audience is not convinced by the advertising strategies of these organizations. On the other hand, interviews with various professionals in the NGO world indicate that some of them are aware that these practices are not well perceived by the public but that their images represent the reality and that changing their strategies could be risky. This study attempts to take into account the perceptions of both donors and professionals in order to find viable advertising strategies for NGOs. To do this, an experiment on 5 people was carried out. During this experiment, the participants had to choose 3 ads among 12 using no shock images. The results of this experiment showed that most of our participants chose the same ads. Therefore, an analysis of these ads was conducted to find out what their strengths were in order to formulate recommendations for this paper. Based on these findings, this report proposes several recommendations: The use of illustration, humour and a change of focus. These recommendations are then illustrated with concrete example of advertisement done by NGOs.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion de Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.ch/global/documents/321048
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