Abstract

In this paper, we discuss NGOs (Non-Governmental Organizations) and NPOs (Non-Profit Organizations) in general and focus on the advertising strategy NGOs should undertake. More specifically, we compare and contrast the NGO history in South Africa and China, its corresponding past advertising, and implications for advertising strategy for Chinese NGOs going forward. This includes a discussion of a key issue of the efficacy of advertising that evokes emotion, and how it can be a “mixed-blessing.” It is suggested that the advertising strategy of South African NGOs can usefully inform NGOs in China.

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