Abstract
This chapter is a discussion on planning successful campaigns. It takes the reader—civil servants, civic campaigners, communication practitioners in the private sector—through case examples and checklists, on how to manage social campaigns. It demonstrates the importance of well-planned, sustained social campaigns in policy execution.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Andreasen, A. R. (1995). Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment. San-Francisco: Jossey-Bass.
Bales, S. N. (2002). Framing Public Issues. Washington, DC: Frameworks Institute. http://www.frameworksinstitute.org/assets/files/PDF/FramingPublicIssuesfinal.pdf. Accessed 22 August 2019.
Baimenov, A., & Janenova, S. (2019). The emergence of a new model? Trajectories of civil service development in the former Soviet Union countries. In A. Baimenov, & P. Liverakos (Eds.), Public Service Excellence in the 21st Century (pp. 105–143). Singapore: Palgrave Macmillan.
Dichter, E. (2002). The Strategy of Desire. London: Transaction Publishers.
Hornik, R. C. (2013). Why can’t we sell human rights like we sell soap? In R. E. Rice & C. K. Atkin (Eds.), Public Communications Campaigns (4th ed.). Thousand Oaks: Sage.
Kotler, P. (1967). Marketing Management: Analysis, Planning, and Control. Englewood Cliffs, NJ: Prentice Hall.
Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. Journal of Marketing, 33, 10–15.
Law of the Republic of Kazakhstan. (2014, April 23). On the Internal Affairs Bodies of the Republic of Kazakhstan, No. 199-V. https://en.tengrinews.kz/zakon/The_Parliament_of_the_Republic_of_Kazakhstan_/National_security/id-Z1400000199/. Accessed 22 August 2019.
Lindholm, C. (2002). The Islamic Middle East: Tradition and Change. Malden: Blackwell.
Nair, B. (2012, July 12). Governance in a Wired World. Business Times.
Nair, B. (2018). Marketing Public Policy: Complexity, Hurts and Minefields. London: Routledge.
Paisley, W. J. (2012). Public communications campaigns: The American experience. In R. E. Rice & C. K. Atkin (Eds.), Public Communications Campaigns (4th ed.). Thousand Oaks: Sage.
Pasquier, M., & Villeneuve, J. (2012). Marketing Management and Communications in the Public Sector. London and New York: Routledge.
Wiebe, G. D. (1951). Merchandising commodities and citizenship on television. Public Opinion Quarterly, 15(4), 670–691.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2020 The Author(s)
About this chapter
Cite this chapter
Nair, B., Janenova, S., Serikbayeva, B. (2020). Planning Successful Campaigns. In: A Primer on Policy Communication in Kazakhstan. Palgrave Pivot, Singapore. https://doi.org/10.1007/978-981-15-0610-9_4
Download citation
DOI: https://doi.org/10.1007/978-981-15-0610-9_4
Published:
Publisher Name: Palgrave Pivot, Singapore
Print ISBN: 978-981-15-0609-3
Online ISBN: 978-981-15-0610-9
eBook Packages: Political Science and International StudiesPolitical Science and International Studies (R0)