| 摘要: | 隨著社會公益活動逐漸蓬勃發展，非營利組織開始自身的行銷，而企業也受到社會潮流的影響逐漸投入公益慈善活動，這樣的影響開啟了彼此的合作橋樑。本研究收集近十年的非營利組織廣告為樣本，探討非營利組織廣告本身製作廣告的重點以及具善因行銷廣告的呈現重點。
本研究以內容分析法探討非營利組織廣告與具善因行銷廣告的廣告手法，其研究結果發現：
1. 非營利組織廣告以參與訴求為主。
2. 非營利組織廣告多是以明星為代言。
3. 善因行銷逐漸成為主要訴求方式。
4. 具善因行銷之廣告多以明星為代言。
5. 具善因行銷之廣告呈現的訊息以募款資訊及機構資訊為主。
6. 從2007年起非營利組織廣告開始逐漸增多。
Develop rapidly gradually along with the social welfare activity, the marketing of non-profit organization beginning self, and corporate also under the influence of social trend put into social welfare activity, then the influence open the bridge of cooperation. This study collects non-profit organizations advertisings in decade as sample, and to explore non-profit organizations advertisings production advertising point, and cause-related marketing advertisings of present a point.
In this study use the analysis of the contents of nonprofit organizations advertising and cause-related marketing advertisings. The results of its research found:
1. The non-profit organizations advertisings basic participatory demands.
2. The non-profit organizations advertisings mostly take star for endorsement.
3. Cause-related marketing become the main appeals.
4. Cause-related marketing advertisings mostly take star for endorsement.
5. Cause-related marketing advertisings message most of presented to fundraising and institutional information.
6. The non-profit organization advertisement has started increasing gradually since 2007. |
