Beginning

SOCIAL PUBLICITY FOR THE INTEGRATION OF THE IMMIGRANTS: CREATIVITY adipex without a prescription EFFECTIVENESS.

By Clear Tooth
Number 62

Summary:
Traditionally, the advertising campaigns are carried out by the private sector and the diverse public administrations. But from years 70 in the United States, the call Third Sector, made up of nongovernmental organizations or nonlucrative associations, also has been added to the previous ones managing and planning comunicativas actions with remarkable differences among them. The present article analyzes the peculiarities of this type of social publicity centered in the population immigrant with respect to the creative strategy, that is to say, the content of the message and the form to express it.

Key words: publicity, creativity, publicity adipex without a prescription immigrants

Abstract:
Traditionally, the advertising campaigns plows carried out by the private sector and the different public administrations. But since Seventies, in the United States, the called Third Sector, adipex without a prescription up of nongovernmental organizations or nonlucrative associations, adipex without a prescription you have been added to the previous ones managing and remarkable schedule comunicativas actions with differences among them. Social This article analyzes peculiarities of this type of advertising concentrated in the immigrant population regarding creative strategy, that is the content of the message and the form to express it.

Key words: advertising, creativity, advertising for immigrants

1. Introduction.
The adipex without a prescription adipex with out a prescription a campaign is a complex process in which there is to consider multitude of factors overlapped in the concept of marketing mix. The more competitive they are the markets, the more similar are the products adipex without a prescription many marks are born and die every day. Thus, the motivational investigation turns out indispensable to detect latent needs, to analyze and to study to the present consumer in all facets - life styles, I interest, attitudes, etc. - to almost to size offer a product to him done, adipex without a prescription fits in its daily reality adipex without a prescription an element more integrating itself adipex without a prescription natural form in the development of its personal and/or professional life. Therefore, it is possible to be considered that the publicity, from a psycho-social perspective, acts in adipex without a prescription fronts with respect to the objective public who, adipex without a prescription is the objective of any message: creation, reinforcement or modification of the attitudes (Leon, 1993). By attitude (Thurstone, 1928) all favorable or unfavorable predisposition is understood towards any psychological object, which supposes an evaluation and continuous valuation of everything what it surrounds determining the behavior to us by the human being; it is a factor of the adipex without a prescription of the subject very ingrained, conformed throughout his life through the experience, education, values, culture, inheritance, etc. and made up of three elements: mental, affective and behavioural. To act on a so intimate and personal factor of the psychology of each individual is one more a task than difficult for the publicity, demanding of advertising a greater knowledge of the consumer through the investigation and the resource to showy, more and more original persuasive strategies and competitively differentials.

Thus, the advertising communication has like characteristic more remarkable the one of its persuasive nature (Reardon, 1983). The emitter of the campaign tries adipex without a prescription convince the adressee of its message - deliberate and adipex without a prescription that it acquires his product, it rejects to the rest of the competition it incorporates, it to his style of life and fidelice with him. And to secure these intentions, the advertiser resorts to the persuasion using rational and/or emotional arguments.

This pragmatic dimension (Sear adipex without a prescription him, 1969) of turns it to the publicity into an instrument to the service of the interests of the adipex without a prescription this one invests great sums of money adipex with out a prescription communication that recovers when the consumer acquires the product, remembers the offered promise or the benefit that it will obtain from his use and it differentiates the mark from the rest of competitors through his positioning and corporative values.

The attainment of the communicative objectives will depend on many adipex without a prescription like the notoriety of the adipex without a prescription the creativity of the idea and the effectiveness of the message. Also the strategy of average will be very important chosen adipex without a prescription arrive at the objective public and to hit to him at the moment at which it contacts with the support at issue making profitable, to the maximum, the investment realised by the advertiser. 

But when adipex with out a prescription emitter adipex without a prescription the message supplies no product or service neither persecutes adipex with out a prescription recover adipex without a prescription economic investment with the acquisition of consumer good or the hiring of the announced service, the publicity has a greater social responsibility; but of equal way, the primary target is adipex without a prescription influence in the behavior of the adressee of the campaigns to avoid nondesirable social conducts and to adipex without a prescription to him so that this one accepts to other people of race different from hers; a goal of difficult attainment when the benefit that the objective public will obtain cannot enjoy it he himself but the other adipex without a prescription for whom demand empathy and solidarity.

2. The social publicity: shared in common communication
Traditionally, adipex com publicity has been developed by the private sector and the public but for almost adipex com decades has gotten up the call Third Sector to which nongovernmental organizations are assigned and/or without spirit adipex without a prescription profit whose main work adipex without a prescription in providing economic aid, human, technical or of another nature to determined collective social needed in those who reverts the benefits obtained by the development of their activity.

These associations usually launch communication adipex with out a prescription competing directly with the commercial ones; adipex with out a prescription although in both cases it is appealed to the pocket of the consumer, in the organizations of the Third Sector, the benefits they are not tangible nor they repel directly in the receiver; yes in his emotional well-being brings adipex without a prescription to consciousness and. The two main adipex without a prescription (Us Aldás, 2003) in which act the publicity of the adipex without a prescription are:

1) To sensitize adipex com bring back to consciousness to the objective public so adipex com they think or they feel something in particular on the problem that suffers the social group protagonist of the campaign.
2) To catch volunteers or to adipex without a prescription able to bottoms grants to be able to fulfill adipex without a prescription social aims.

Thus, the social publicity needs to campaign a adipex without a prescription hollow between the thousands of products, services, institutions or using the same techniques of market and communication to be able to compete with the creativity of its campaigns, the notoriety of its marks, the means planning and the allocation of budgets.
           
As far as the concept adipex com himself, it is possible to be spoken of a great advance since in years 70, in the United States, Kotler and Zaltman (1971) began to use the term of social marketing for adipex without a prescription first time. At the moment, and known the failure some important nongovernmental organizations, many of them have included/understood adipex without a prescription stop to survive in so competitive mediatic adipex without a prescription have to manage their communication of equal way that makes a company deprived with commercial aims (Brochand and Lendrevie, 1993), that is to say, being identified the concrete social problem which they face, delimiting the objective public to whom they are going to as much direct to adipex with out a prescription messages, analyzing the direct competition as indirect, planning strategically all actions and administering his resources so that they select to the means and more profitable and effective supports of communication.

It is possible to also remember a very important element that these associations would have to consider; it is adipex without a prescription call communicative positioning (Ries and Trout, 1989) or outstanding place that occupies a product or marks in adipex without a prescription mind of the consumer; a concept based adipex com the values that the organization transmits, adipex com their own social function and, mainly, on the differentiation with the rest of its competitors; for example, the simple reference to Greenpeace evokes values to us associated with the environment like Amnesty International does with the human rights. Other organizations have secured to a strong association with concepts and values that the society remembers enough with precision like Cáritas, the Red Cross or Médicos without opposite thanks, among others factors, to that they have known to maintain a constant and coherent communication throughout the time; of long time. However, also we were with antithetic examples, that is to say, sectors in which she is difficult to identify and to discern adipex without a prescription of others among the amount that proliferates, for example, adipex without a prescription the childhood or to the sponsorship of children, fact that becomes everything an obstacle for the attainment of its social objectives. Probably it is the lack of experience in the marketing strategies and communication on the part of these organizations, and the shortage of economic resources adipex com contract these services agencies specialized like only can make it a few privileged people, the main reasons by which it detects deficiencies in the design, planning and development of many of his advertising campaigns.
           
Therefore, to center the object of analysis of this article we adipex without a prescription advisable to exclude other two types from advertisers who, although also undertake comunicativas actions and from publicity with social character (Alvarez Ruiz, 2003), they differ remarkably from the nongovernmental organizations in some essential characteristics:

1. The adipex without a prescription Administration, independent communities and city councils by its public nature. adipex without a prescription they can share some social aims with adipex without a prescription ONG's differentiates the electioneering yield in many cases and the source to them from financing.
2. The private companies and other commercial institutions that operate, partly, in the scope of the social thing like foundation, savings banks, etc. With this type of actions in solidum there are shortage a form to improve his image before the society and, although are deprived companies, the obtaining of their financial resources is much of the means to which a adipex com association resorts to obtain economic bottoms.

Also, adipex without a prescription approach of this work demands to limit adipex without a prescription analysis of the publicity directed to the integration of the immigrants to the scope of the creative strategy, which, according to Joannis (1996), this one formed by two components that collaborate in the attainment of the determined communicative objectives for the campaign: the content or bottom of the adipex without a prescription - the one that is said of the product and to whom, or objective public and the form to organize or to structure this content - how it is said, through the adipex without a prescription and creative formats.

1. First of components document adipex without a prescription gathered in internal of agency of publicity denominated generically briefing creative or Copy strategy (Moline, 1991) where adipex without a prescription information takes shape on the communicative objectives of the campaign, the objective public, the promise offered by the adipex without a prescription or the benefit that the consumer will obtain, one reason why - or justification argues who it and the tone or style of the message - agreed with the positioning of the mark or the corporative values of the product in question. Creative the advertising one must work, adipex without a prescription mental level, with all adipex without a prescription information to obtain the adipex without a prescription idea or global concept of the campaign (Ricarte, 1998); this one is the main element by which barema the creative potential of an announcement and can be direct or indirect.
2. Second adipex with out a prescription adipex without a prescription or structure talks about to that the advertising one will give the content of the message (Hernandez, adipex with out a prescription to the form in which the concept of the campaign to each one of the selected means adipex without a prescription supports will be adapted being able to choose the creative one between diverse types of advertising and creative formats.

3. Publicity and integration of the immigrants: creativity for the tolerance
Once described adipex with out a prescription general principles on which the publicity adipex without a prescription based, we continued with the analysis adipex without a prescription the characteristics of the persuasive communication of social character directed to the integration of the immigrants and with the main function adipex with out a prescription the creativity in these campaigns carries out. The objective adipex without a prescription to contribute a little light which, like receiving potentials, we are seeing on a daily basis and be able, even, to raise some question that can in the future be of utility for greater effectiveness and yield of the efforts, human as as much economic, that they realise of commendable way these associations with these groups.

3.1. Characteristics of the publicity directed to the immigrants
Nothing when affirming is discovered that it much more turns out complex and complicated to start up a campaign of social communication that a commercial one. Although at first sight it can seem an evident adipex with out a prescription is not of pointing some appreciations like the following more:

a) Budgets for communication and publicity.
The budgets that company - those adipex without a prescription the multinationals assigns to adipex without a prescription small or median generally shuffle astronomical numbers to the communication adipex with out a prescription or of publicity in particular, they adipex with out a prescription not have comparison with which a NGO can operate. And it is evident, since a commercial company/signature invests based on the benefits obtained by the sale of a product or hiring of a service, and not by the will of his partners or the charity of anonymous people prepared to share with the other his time and/or money of altruistic form as it adipex without a prescription in the case of the nonlucrative associations to social aims.

In particular, those that direct their efforts towards the integration of the immigrants, besides not being very numerous, do not have many followers, consequently, the task requires, if it fits, a greater effort; perhaps other groups like the children, adolescents or majors - with which the children can be identified of or the parents of the objective public to whom go directed the campaign bring about a greater sensitivity and receive more attention on the part of the society generally.

b) Certainty in the time.
A commercial company/signature is adipex com profitable adipex with out a prescription adipex com consumer acquires the product or contract the service but when this one repeats the purchase and fideliza with the mark. Therefore, the planning and emission of its campaigns need certainty in the time to remain in the memory of the objective public; if thus not outside, the comunicativas adipex without a prescription of the competition would eclipse the mark and would increase to their quota of market as a result of the forgetfulness of his more adipex com rival. It is necessary that adipex com continues announcing since comes doing it from always? The answer is simple and direct: Yes; it must.

The unique form adipex without a prescription survive in a market is remaining in adipex without a prescription mind adipex com the consumer through the publicity and other adipex without a prescription adipex com communication projecting the same values of form continued in the time. But like one has commented before, it is adipex without a prescription difficult that a NGO puts in east practice principle adipex without a prescription the budgets that handle and its sources of financing. Therefore, those that can undertake this type of campaigns in favor of the integration of the immigrants in the Spanish society are the public institutions like city councils, the adipex without a prescription Communities or the own Ministry of Social Subjects; nevertheless, they do not maintain a constant regularity either realising them in adipex without a prescription moments for electoral benefit or like answer to some critical situation - suffered by the population generally from his corresponding social adipex without a prescription and mediatic repercussion carried out by the immigrants in his totality or by some group in adipex with out a prescription like for example, the swollen ones of pateras, the conflicts between Latin American adipex com the deprived Mafias of countries of the east, etc. Also, organizations, through the Foundations or Social Works of Boxes and Banks, have adipex with out a prescription their preference by other groups like the physical adipex without a prescription psychic handicappeds, the afflicted ones by some disease, the majors, the childhood, etc.

c) Communicative objectives.
In publicity, when the investigation detects an unfavorable adipex without a prescription towards the consumption object, they are very few the campaigns that dare to determine like communicative objectives a change of attitudes to the potential consumer. And when it has been decided to undertake them, the results have been neither very satisfactory nor very positivos1. adipex without a prescription adipex without a prescription planning of a campaign usually focuses towards the creation of attitudes - it would be the case of launchings of new products or the reinforcement of the already existing ones when these are known favorable towards the mark; economic adipex com communicative effort costs much less.

But adipex without a prescription publicity directed adipex com the integration of the immigrants must affect the attitude of the adipex without a prescription public previously to whom goes directed the campaign adipex without a prescription he wants to secure some effect on his social values or if he tries to influence in the image, perception and stereotypes adipex without a prescription this one owns on these groups. It is the unique form in which an advertising campaign can contribute to a change in the conduct of the society adipex without a prescription or from her with respect to his adipex without a prescription with other people different from his race.

d) Motivations of the receiver.
The adipex com that adipex with out a prescription offered to him to adipex without a prescription consumer from the advertising message is the key factor that it will impel to him to buy adipex with out a prescription product or to contract a service; this one, evidently, is based on one adipex with out a prescription the physical, functional or symbolic characteristics of the product, but in any case, she is the one that more force must to move to him to close the purchase. And the answer usually comes from the hand of the investigation; of a deep and exhaustive analysis of the psychological and psycho-social dimension of the objective public. adipex without a prescription what motivation can be offered to him to the objective public so that it does not indicate behaviors xenophobes towards the people of different race from hers? what benefit can be promised to him in exchange for the effort that supposes a change of conduct and, therefore, a deep transformation from their system of values, I interest, ideology, etc.? Simply, the associations that promote this type of advertising campaigns can offer rather little since the main beneficiary of these actions is the Other, the immigrant, and, secondly, the emotional well-being of the objective public that takes brings back to consciousness of the message and acts consequently. One treats, therefore, of nontangible benefits and little solidity that usually have an adipex without a prescription and ephemeral effect.

3.2. The advertising creativity to the service of integration and the tolerance
Generally, adipex without a prescription campaigns with social aims demand to adipex without a prescription creativity effect blows to draw attention, to secure great doses of notoriety and a remarkable emotional impact affecting brings back to consciousness of the objective public. These secondary adipex without a prescription - different from the advertising ones they were obtained, generally, showing the reality with adipex without a prescription the crudity characterizes that it and setting out the problem that afflicts to the social group at issue, protagonist of the campaign, without fear - or modesty to hurt the sensitivity of some member of the objective public. For sample, the international festivales of publicidad2 where the category referring to services public or organizations without profit spirit is acclaimed and where more creative shows are put into play through bold, dared, surprising and very direct announcements; the own advertiser adipex com therefore it and causes one more a trasgresora creativity.

In Spain, adipex without a prescription collective immigrant adipex without a prescription with than four million living more adipex without a prescription over our geography and main motor adipex without a prescription the increase of the rate of natality he represents more of 10% of the population being responsible for the same percentage of the private consumption. However, if this data is interesting is it still plus the future expectations that augur a vertiginous growth; it serves like adipex without a prescription that 50% of the PIB3 of last the five years belong to him. It is not to adipex without a prescription strange, therefore, that the advertisers watch at this group so varied and different with special interest to offer compatible products to them to their adipex without a prescription to their tastes and that adipex with out a prescription their needs. The main sectors where they invest the immigrants more are in telephony - to adipex com in contact with the enemy with his, in bank - to send good part than they win working outside its countries and in feeding - although, generally, they adapt to the Spanish customs, and usually they acquire products of its same adipex without a prescription origin. And as the markets investigate constantly to detect latent needs and to be able to offer products satisfy that them, has been gotten already up a new adipex com to the bulky dictionary of the consumer society: ethnic marketing, being understood like so all those actions directed to the manufacture and distribution of specific products for the immigrants as well as a communication directed exclusively to them. In fact, already we counted on the first specialized agencies of publicity in the planning of strategies focused in the diverse racial groups. And this is the amiable, positive and thanked for part of this so plural and multicultural group.

But the other face of we found it the currency in the behavior that certain people or radical groups profess the immigrants pronouncing itself in physical rejection, personal or ethnic underestimation, social and/or labor marginalization, more or less unfounded fears, mental adipex with out a prescription and stereotypes of all class. And adipex com palliate or to mitigate this type of adipex com conducts, the advertising creativity of the campaigns directed to the integration of the immigrants adipex without a prescription agrees in the following elements:

a) Target.
The objective public of these campaigns is the Spanish society generally and, in particular, those citizens with an unfavorable attitude towards the people of another race different from hers. Generally, target takes shape adipex com a young public who, although does not appear reflected in the announcement, yes he is most adipex com adipex without a prescription this more permeable type of messages and to the persuasive techniques since adipex without a prescription personality is still not formed absolutely. And this adipex without a prescription is demonstrated in the use of a very direct, of you to you, very personal and implicativo language; from the adipex without a prescription complicity with the receiver looks for to remove to him in his brings back to consciousness, to be more persuasive and, therefore, more effective.

b) Values.
The main values that serve as axis for adipex without a prescription directed campaigns the integration of the immigrants are the respect and the equality; the consideration of the Others - those of different race adipex with out adipex without a prescription prescription the white, predominant in the Spanish society like people physical, psychic and intellectually equal who the rest; the unique difference establishes the color of the skin. One treats, therefore, of that with time is perceived to them like equals, with the same aptitudes, potential equal, even capacities and qualities to be developed personal, social and professionally. Thus, the publicity usually resorts to rhetorical elements and symbols with a great semantic load like the combination of the target and the black, analogies of similar elements for different cultures, similarities with certain dances, etc. and with respect to the creative concepts, the indirect ones predominate, adipex without a prescription suggested, conoticed, leaving margin to the interpretation of these on the part of the objective public through a very implicativo, direct and participating language in the sense that the adressee of the announcement must put of his part to include/understand the message and to internalise it; to do it his.

But it is possible to emphasize the tolerance like one of the main concepts around which it turns the advertising campaign in many occasions. The Spanish adipex com Academy of defines it to the Language adipex com the respect to the ideas, beliefs or adipex without a prescription of the others when they are different or against own the 4. In this adipex without a prescription the publicity usually proposes a adipex without a prescription message so that target is put instead of the rejected person; it appeals to his empathy so that the receiver does not behave with the immigrants as it would not like that they behaved inside with he himself or outside its own country.

c) Style.
In order adipex with out a prescription secure to adipex without a prescription advertising objectives, the campaigns they are more effective adipex without a prescription they present/display the most emotional side, when they appeal to the most universal and human feelings like which they finish commenting. Therefore, the direct appeal to the .reason adipex without a prescription the objective public is done as a rhetorical question trying that this one responds putting itself adipex without a prescription the place of the immigrant and being able to feel the rejection, the marginalization, adipex with out a prescription Also, to develop the concept of the campaign prefers elements that simultaneously hoist a great amount of feelings put in scene; thus it is obtained, generally, very simple messages as far as production - the budgets do not allow excesses in this game but with a great semantic and emotional load.

d) Formats.
The creative format preferred adipex without a prescription develop adipex without a prescription concept of the campaign is the Piece of life in which a daily scene recreates, familiar - it belongs to the adipex without a prescription or labor scope that serves as context to adipex without a prescription to history and the message. With this form to organize and to structure the content of the message a clear and fast identification on the part of the objective public with this situation is tried, assuming the paper protagonist of the same and the one of mere spectator not causing, adipex without a prescription a greater emotional impact. For it one resorts frequently to the stereotypes based on immigrants of poor countries, weak, destitute, sad beings and, generally, liabilities (Boastful Pazos, 2007, 94) intimidated by the rejection that receive on the part of the society in which they have decided to settle.

However, every time it turns out more complicated to adipex without a prescription that emotional impact in the objective public and, therefore, to reach the communicative objectives of each campaign in particular given the information saturation which on a daily basis we faced and to all hours; information of all type that we received through multitude of channels or supports that cohabit in our personal life and/or professional but that in many occasions they invade, even, our more intimate space - it is the case of the electronic mail or the movable telephone.

3.3. The creativity does not make miracles but it finds solutions.
It is very difficult to change attitudes with precise campaigns when the news on a daily basis title events to us carried out by one or the other collective immigrant installed in Spain; when we have the so recent memory - by the sentence of the macrojudgment of the attacks of the adipex with out a prescription M in Madrid - and of the 11 S in New York; when we intuited the Mafias hidden after the Chinese South Africans of top blanket or restaurants or when the Latin is associated more with the bands of Latin kings that with adipex without a prescription sauce. It adipex without a prescription the fight adipex without a prescription David against Golliat; it is very difficult to fight against the amount of messages that the mass media every day spread against the different groups immigrants with so different arms and in so different conditions; the publicity, communication persuasive and financed by adipex without a prescription nongovernmental altruists and with resources very limited, starts adipex without a prescription of sporadic form and without continuity. This way to plan the campaigns obtains anything in the long term neither short nor; rather on the contrary, it is understood that it is a sterile adipex without a prescription and wasteful money that could have used better of adipex without a prescription form. It can be the message, the creativity, the notoriety of the campaign but the objectives they are fulfilled? ; better posed the question: are determined with clarity and concretion the advertising objectives of the campaigns that they try to collaborate in the integration of the immigrants?

Conclusions.
The changes of behavior are slow, in the long term and of difficult attainment. The publicity is much more that a 20 second adipex without a prescription or spot squared of paper. By adipex without a prescription financial and human characteristics of the ONG's that helps the integration of the immigrants, he is almost unthinkable the planning of a campaign to be emitted in main traditional means; there is no budget, in many cases it is adipex without a prescription the personnel and in the majority they are inexpert in communication. Therefore, the ONG's would have to consider their activity adipex without a prescription a much more ample perspective that the classic advertising formulas. It is much to do adipex without a prescription a much more ample concept of communication: action from the school, the institute, the adipex without a prescription the family, of different form, for different groups, etc.

The adipex com is due to focus towards the adipex com of other means adipex without a prescription supports that allow to take the message to the objective public of more direct form, efficient and profitable - Internet is the most democratic and reasonable means adipex without a prescription any advertiser demonstrated already its adipex without a prescription in this type of campaigns. The creativity, more than notoriety or calls of attention, must find adipex without a prescription supports and other forms to communicate more, realistic and within reach of this type of associations.

Clear Tooth Oil mill

Doctor in Sciences of the Information by the University of Alcala of Madrid (1996) and Professor Titular de advertising Creatividad. Author of several adipex without a prescription and two books: The wireless publicity adipex without a prescription Spain (2001) and music, the voice, the effects and silence in publicity (2003).