Veebilehekülje kommunikatsioon sotsiaalturunduslikes kampaaniates
Date
2007
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The aim of this thesis was to clear up the role of web pages as a channel of social
marketing campaign in the organisers’ and the target groups’ point of view; also, if and
how does the internet complete the assignments as a marketing channel. To find, how it
would be possible to use the World Wide Web more effectively as a message forwarder.
In the present paper I used four campaigns of social marketing, three of which were
conducted in 2006 and one in 2007: “Kasvame koos, laps ei ole nukk”, “Jää puhtaks!”,
“Ära osale loosimises!” and “Narkojutud ei lõpe kunagi hästi”. The important unifying
sign of these campaigns is the web page address, which is quite emphasized in every
advertisement.
During the pilot research, I conducted expert-interviews with the organisers of the
campaigns of social marketing and in-depth interviews with the represantatives of the
target groups, analysing the frequency of visits on the campaign related web pages.
Searching for answers to the questions: Which is the role of a web page as a channel of a
social marketing campaign? How is the existance of a web page revealed? Do the
representatives of the target groups notice the reference to the web page in the
advertisements or not, and if they do or do not then on what reasons? How do the
representatives of the target groups see the web pages and how to use the web more
effectively as a message forwarder? Through which mediums would the information of
web pages reach the target groups quickest?
The results of the conducted survey show that the web pages of social marketing
campaigns have an important role completing the advertising campaign and messages,
and forwarding concrete information which could help people change their behaviour. To
reveal the web page addresses, the references of the web sites are usually added to all the
other campaign related materials and that is where the idea ends. This is the reason why it often happens that the web page addresses added to several materials do not actually
reach the target audience. Mainly, it is because of the design of the campaign’s visuals
which do not allow the web page address to be visible enough, if at all. Also, the
advertising campaign often cannot generate any interest on the topic among the target
group. Rather, it is the web page itself which have high quality and everything else
necessary. Unfortunately, the information on the web site is often also missed by the
visitor because of the unatractiveness and enormous amount of text on the page. The
representatives of the target groups find the web pages of the campaigns of social
marketing informative but not very attractive so they will not spend much time visiting
them. Internet is regarded the best channel for reciving information on web pages so
when planning a campaign, several internet-solutions should be more emphasized.
In conclusion, one could say that a web page is the right medium to complete the
assignments appointed and to open the topics of the social marketing campaigns, but
media campaigns and advertisements cannot bring people to web pages and the web
pages themselves remain dull for the target audience.
Keywords
H Social Sciences (General)