In 1963, during the Ankara agreements, Turkey made its first request to be integrated into the European Union. Forty years later Turkey still isn't part of the EU even though the recognition of Turkey as a candidate for accession into the Union has been done during the Helsinki European Council in December 1999. During all this time, Turkey has made a lot of efforts to be integrated into the Union. The country has been encouraged to continue its progress towards complying with both its economic and political criteria. But in fact, most of the Member States are still against this integration. To create a positive image of Turkey as a European Country, a campaign has been established first in France and then transferred to other European countries. Firstly, we have to study the country, its history, geography, economical and political contexts. Secondly, we have to do the campaign. The campaign will be divided into two parts: first, a conference for all the intellectuals of France and a forum for the rest of the population. Second, we see what has to be done to transfer the campaign to the rest of the countries of the European Union.
[...] This part of the communication determines the response sought and what would the marketer like the audience to do after they get the message. There are 4 different models which determine the objectives of a good communication. We will use the Hierarchy of effects. This model is the most famous, developed and the different stages are well adapted to the subject. Awareness: The goal of this first point is to demonstrate to all French people the goodwill of turkey to entrance in Europe. [...]
[...] Turkey is not an economic power, so which are our benefits? 3. The media When agencies want to promote a country and especially the integration of a country in the European Union, they often organize conferences, forums or meetings which are more useful since they permit people to get concrete information. Consequently, we have decided to base our campaign on events communication. As we have decided to target, initially, the politicians, the journalists etc , we are going to set a conference up. [...]
[...] Indeed, we will have to adapt us to the country's language. So as to do it, we are going to find other interpreters and if possible, other speakers capable of expressing themselves in the appropriate tongue. Moreover, we will have to make inquiries so as to know who to invite. Indeed, if French journalists and political leaders are well known by our agency, we don't known which personalities are famous and consequently influence the public opinion in other countries. Finally, the brochure we will distribute to every guest will have to be modified in accordance with each country. [...]
[...] During all this time, Turkey has made a lot of efforts to be integrated to the Union. The country has been encouraged to continue its progress towards complying with both economic and political criteria. But in fact most of the Member States are still against this integration. To create a positive image of Turkey as a European Country, a campaign has been established first in France and it will be transferred to other European countries. Firstly, we've study the country, its history, geography, economical and political context Secondly we've done the campaign. [...]
[...] In order to persuade people to integrate Turkey to European Union, we've decided to target, firstly, the ‘‘Intellectuals''. In this term we integrate politicians, writers, the media and artists. We don't want to target directly the population since we think that it's really difficult to touch and especially to convince people when we deal with such a tricky subject. Consequently, we have decided to use the cascade effect: if we persuade the Media and the politicians, their opinions will influence the rest of the population. [...]
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