Commercial advertising applications related to the support of the social issues in Egypt - Analytical Study
, Vol.4
, Thirteenth Issue
PP:38
Authors:
Awatif Hassan Haidar Alyafei -Lecturer of Public Relations,Public Relations Department,Mass Communication Faculty,Sanaa University
Abstract:
This study has been concerned with monitoring, analyzing and evaluating the content of one sample of the Commercial advertisements associated with supporting social issues ( CRM) Cause - Related Marketing for the purpose of recognizing the quality of the social issues that are adopted by corporations as one of the communications strategies , Corporate Social Responsibility , and this study has relied on the survey method in its two parts : Descriptive and analytical . The researcher has used the content analysis tool so as to analyze the contents of the Commercial advertisements associated with supporting social issues Where a comprehensive survey has been conducted for all Commercial advertisements associated with supporting a social issue for corporations working in Egypt Whatever their ownership pattern and the nature of their activity in the time period :June 2007 – June 2016 from multiple resources , they are: Al-Ahram and the Egyptian newspaper as being considered the most that include this quality of advertisements from the side of the working corporations in Egypt.
The study has concluded the following findings:
1- The growing role of Corporate social responsibility from foreign companies, which make them enter into partnerships with civil society organizations in order to achieve developmental goals and adopting community important cases where a percentage of (52%) has been shown for the commercial advertisements in the cause-related Marketing ,in which the corporations enter a partnership with civil society organizations .
2-Rising of the percentage of Commercial advertisements associated with supporting social issues from the private corporations to (80%) from the corporations of the public sector.
3-Donation form has been shown “ a specified amount for the product and service “ at a percentage of (40%) , and this type is the most appropriate for corporations that enjoy Mass attraction and possessing a huge client base as well as distribution channels specially the banks, consuming goods and communications .
Key Words:
Commercials, social issues.
Research Language:
Arabic
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