An empirical research in communication management: the case of child adoption services
An empirical research in communication management: the case of child adoption services

Summary/Abstract: The empirical study’s purpose was the analysis of marketing communication tools used by nonprofit and public organizations in sustaining the social cause of child adoption, as part of child protection services. The conceptual framework of the study is based on marketing theory of promotional mix and communication techniques applicable to nonprofit and public institutions. Empirical analyses underlines the correspondence between the level of awareness regarding child adoption services, and communication channels different categories of publics are informed through. The statistical methodology that was used in the conducted research was the analysis of principal components, using the statistical program SPSS 21. Database sample is composed of direct beneficiaries: adoptive parents, friends of adopted parents, respondents who knew cases of adoptions, respondents who were informed through mass-media regarding child adoption and respondents who were not informed about child adoption.

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