|
|
 |
| |
|
|
|
The Role of Marketing Campaigns in Improving the Mental Image of Service Institutions “An applied study on the Ministry of Culture and Knowledge Development in Ajman” |
|
|
|
PP: 707-729 |
|
|
|
Author(s) |
|
|
|
Mona Ali Mohamed Abdel-Rahman,
Basma Mortada Fouda,
|
|
|
|
Abstract |
|
|
| Institutions differ in light of their marketing activities in many dimensions, such as the message or the goals and strategies that they adopt to achieve their main goals, but there is one thing in common that combines them which is advertising, as it is the basis for achieving success, growth and continuity in the market, and reaching the largest possible segment of consumers , Which forced the institution to study the market with all variables and considering that the institutions operate in an environment permeated by permanent changes and developments, which cannot be controlled at least in the long term.
Marketing campaigns play an important role in the entire marketing process, because it pushes the wheel of economic progress in the various productive sectors, through its influence on the function of supply and demand, and its superior ability to find a balance between supply and demand in favor of demand and has a clear contribution to combating unemployment and reducing it. Through operating in the advertising operations themselves and through specialized advertising companies, where some advertisers conduct their advertising activities themselves without resorting to external devices that carry out this activity such as advertising agencies and in many countries of the world that have reached an advanced place in the advertising renaissance and in light of the tremendous development of means Media we address the importance of using advertising through modern means of communication, so it has become imperative for the institution to use an effective advertising strategy and effective and in view of the role that the latter plays in attracting the attention of the masses and the promotion of the institutions products and services, and creating a competitive position for it, as well as the effective role that ads play in shaping the mental image The internal and external audiences have the impressions they leave in the hearts of their customers, so the more positive the image is about the organization The advertisement was successful and effective, and vice versa.
The mental image is the reputation of the institution in society, which is the spirit of the institution and its identity and builds upon its social and economic position and is not a leisure or even important work, but it is the management of ideas that are intended to take the place of facts and reflect the reputation of the institution, and recent studies on this topic may reveal its direct association with social sciences And marketing.
The science concluded that the average person builds his thoughts and perceptions with the reputation of the product and not with the product itself, and its economic and social behavior is determined by the mental image and not with the product itself, and its economic and social behavior is determined by the mental image and not what is actually necessary, and that there is no relationship Realistic between product quality and good reputation, and this is a dangerous and profound step in understanding the human nature and the way the human mind works that resulted from the discovery of an unconscious (subconscious) thinking layer that controls our behavior, as a result of this scientific revelation the transformation of global thinking in all political, economic, social and media fields into Attention to mental image, while international companies have shifted their dealings with products as trademarks, building a mental image of them, and managing their reputation instead of caring for the truth of the product, given that the fame of the institution or company (its mental image) is classified within the fixed assets of the evaluation.
That is why every organization has been working hard to give a good image of its products to the consumer public, as well as publicizing it and gaining the confidence of its audiences, by relying on advertising and we in this study specialize in advertising and the role it plays to form a good image for its external audience, as this topic is an important topic That affects the advertisement, as the subject guarantees the institution a full knowledge of its audience, and this audience has sufficient knowledge of its institution, as many problems can be encountered in the management and management of institutions, especially services, from them, as the practical reality confirms to the absence of competent professionals in the field of advertising, the latter which contributes in a way My master in shaping a good image for her external audience
|
|
|
|
|
|
|
|
