Marketing Communications

548 CHAPTER 15 E-COMMUNICATION

Achieving public adoption requires each of the following steps: Questions asked:

Awareness –

spontaneous

Is your organisation top of mind in the field

of international aid?

Thinking about large global organisations

that provide aid, such as NGOs, what

organisations come to mind? (% mentions)

Awareness – aided Are consumers aware of the organisation? Which of the following international

aid organisations are you aware of?

(% mentions)

Familiarity Are broad elites familiar with the

organisation and its programmes?

How familiar are you with each

of the following organisations?

(% Very – somewhat familiar)

Favourability Are broad elites favourable to not only the

cause, but the organisation itself?

How favourable are you towards each

of the following organisations?

(% Very favourable)

Agree with cause Do broad elites agree with the issues the

organisation deals with?

To what extent would you agree that the

following organisations deal with issues that

are important to you? (% Agree strongly)

Action Are broad elites likely to support the

organisation and its cause?

How likely would you be to support funding

for each of the following organisations?

(% Very likely to support)

Wave 2: November 2010 The Global

Fund

UNICEF Int. Red

Cross

WHO MSF World

Bank

OXFAM

Awareness – spontaneous 0% 26% 28% 4% 25% 2% 11%

Awareness – aided 25% 89% 71% 70% 63% 57% 46%

Familiarity 11% 51% 40% 34% 35% 22% 21%

Favourability 10% 41% 35% 27% 36% 12% 16%

Agree with cause 9% 38% 31% 24% 30% 11% 15%

Action 6% 28% 21% 13% 22% 6% 12%

Figure 15.5 Awareness of the Global Fund and other international organisations

Total sample studied

Mar. 2010 Nov. 2010 Shift

Awareness – spontaneous 0% 0% 0

Awareness – aided 23% 24% + 1

Familiarity 10% 9% − 1

Favourability 9% 9% 0

Agree with cause 10% 8% − 2

Action 8% 6% − 2

Figure 15.6 Awareness of the Global Fund before and after the Born HIV Free campaign

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