Title:
INTEGRATED MARKETING COMMUNICATION BY AN NGO: A CASE STUDY OF THE BACKATHON CAMPAIGN BY MAKE A DIFFERENCE

Authors:
Apoorva Ravi

Volume - 2 Issue - 1, Pages - 2077-2091

Abstract:
This study is focused on the utilization of social media as well as traditional media by NGOs for their campaigns. I have studied the Backathon campaign of the NGO, Make A Difference as a case study. Backathon is a campaign by Make A Difference to push illiteracy backwards. It is an annual event carried out in the month of September when we celebrate World literacy day on the 8 th. The campaign has utilized both traditional and social media to create awareness. The effectiveness of the two forms working in parallel has been studied using qualitative research. The broad purpose of this study is to understand the utilization of integrated marketing communication by an NGO to propagate its message . The facebook fan pages of the Backathon event along with newspaper articles is the data studied for 2 weeks. The audience response has been analysed in the form of likes and comments on the facebook fan page. Stuart Hall's encoding/decoding theory is the theoretical framework used in the study, to analyse if the audience response is a negotiated, dominant or oppositonal stand with respect to the campaign message. The analysis of audience response has revealed that the overall response has been a dominant reading of the campaign message

Cite this Article:

[Ravi, Apoorva. "INTEGRATED MARKETING COMMUNICATION BY AN NGO: A CASE STUDY OF THE BACKATHON CAMPAIGN BY MAKE A DIFFERENCE." International Journal of Social Science & Economic Research 2.1 (2017): 2077-091. ]