Non-profit Organizations' Practices and Perceptions of Advertising: Implications for Advertisers

Abstract

Using a survey of 60 non-profit organizations in Quebec, this study found that the advertising practices used most often are principally aimed at maximizing the impact of the message and avoiding controversial messages. Contrary to the literature, although non-profit organizations believe in effectiveness of advertising and rarely encounter resistance to the use of certain media, they nevertheless have to justify its use. The most widely shared perceptions regarding advertising relate to the need to have a credible message and as many exposures as possible. Finally, it seems that only private non-profit organizations systematically seek sponsorships and any possible forms of free communication techniques. Implications for advertisers are given.

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