Advertisement

Planning Successful Campaigns

  • Basskaran NairEmail author
  • Saltanat Janenova
  • Balzhan Serikbayeva
Chapter

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.

Keywords

Public campaigns Campaign strategies Marketing public policies Prior attitudes New Public Management 

References

  1. Andreasen, A. R. (1995). Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment. San-Francisco: Jossey-Bass.Google Scholar
  2. Bales, S. N. (2002). Framing Public Issues. Washington, DC: Frameworks Institute. http://www.frameworksinstitute.org/assets/files/PDF/FramingPublicIssuesfinal.pdf. Accessed 22 August 2019.
  3. 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.Google Scholar
  4. Dichter, E. (2002). The Strategy of Desire. London: Transaction Publishers.Google Scholar
  5. 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.Google Scholar
  6. Kotler, P. (1967). Marketing Management: Analysis, Planning, and Control. Englewood Cliffs, NJ: Prentice Hall.Google Scholar
  7. Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. Journal of Marketing, 33, 10–15.CrossRefGoogle Scholar
  8. 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.
  9. Lindholm, C. (2002). The Islamic Middle East: Tradition and Change. Malden: Blackwell.Google Scholar
  10. Nair, B. (2012, July 12). Governance in a Wired World. Business Times.Google Scholar
  11. Nair, B. (2018). Marketing Public Policy: Complexity, Hurts and Minefields. London: Routledge.CrossRefGoogle Scholar
  12. 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.Google Scholar
  13. Pasquier, M., & Villeneuve, J. (2012). Marketing Management and Communications in the Public Sector. London and New York: Routledge.CrossRefGoogle Scholar
  14. Wiebe, G. D. (1951). Merchandising commodities and citizenship on television. Public Opinion Quarterly, 15(4), 670–691.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2020

Authors and Affiliations

  • Basskaran Nair
    • 1
    Email author
  • Saltanat Janenova
    • 1
  • Balzhan Serikbayeva
    • 2
  1. 1.Nazarbayev UniversityNur-SultanKazakhstan
  2. 2.GSPPNur-SultanKazakhstan

Personalised recommendations