{"id":190809,"date":"2022-07-28T08:11:00","date_gmt":"2022-07-28T08:11:00","guid":{"rendered":"https:\/\/werbekompass.ch\/?post_type=wbk_news_event&#038;p=190809"},"modified":"2024-10-09T08:47:42","modified_gmt":"2024-10-09T08:47:42","slug":"collaboration-entre-media-focus-et-swissfundraising","status":"publish","type":"wbk_news_event","link":"https:\/\/werbekompass.ch\/fr\/news-events\/collaboration-entre-media-focus-et-swissfundraising\/","title":{"rendered":"Collaboration entre Media Focus et Swissfundraising"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Media Focus et Swissfundraising lancent une \u00e9tude sur la communication des organismes \u00e0 but non lucratif<\/h2>\n\n\n\n<p>La visibilit\u00e9 des organisations de dons sur le march\u00e9 suisse en mati\u00e8re de communication et de publicit\u00e9 est au c\u0153ur de l\u2019\u00e9tude. L\u2019analyse de la communication globale (INKA) du march\u00e9 des OBNL suisses examine tous les domaines mesurables de la communication. Pour ce faire, la pr\u00e9sence publicitaire (Paid Media), la pr\u00e9sence sur les moteurs de recherche (Paid et Owned Media) et la pr\u00e9sence m\u00e9diatique (Earned Media) sont soumises \u00e0 une analyse quantitative et qualitative et contextualis\u00e9es \u00e0 l\u2019aide de donn\u00e9es issues du march\u00e9.<\/p>\n\n\n\n<p>Une attention particuli\u00e8re est \u00e9galement accord\u00e9e au contenu de la communication. Quels sont les th\u00e8mes abord\u00e9s en lien avec les organisations? Quels sont les moyens visuels utilis\u00e9s? Existe-t-il des facteurs qui d\u00e9clenchent la visibilit\u00e9 et o\u00f9 sont les dangers pour la r\u00e9putation des organisations?&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Roger&nbsp;Tinner, directeur de <a href=\"https:\/\/swissfundraising.org\/fr\/\">Swissfundraising<\/a>,<\/strong> se f\u00e9licite de la r\u00e9alisation de cette \u00e9tude: \u00abDepuis quelques ann\u00e9es d\u00e9j\u00e0, nous interrogeons la population sur son comportement en mati\u00e8re de dons. L\u2019\u00e9tude sur l\u2019analyse de la communication globale, avec sa vision globale de la pr\u00e9sence m\u00e9diatique et publicitaire, compl\u00e8te de mani\u00e8re id\u00e9ale notre connaissance du march\u00e9.\u00bb<\/p>\n\n\n\n<p><strong>Tina&nbsp;Fixle, Chief Analytics Officer (CAO) de Media Focus<\/strong>, se montre \u00e9galement ravie: \u00abJe suis tr\u00e8s heureuse que nous ayons pu, en collaboration avec Swissfundraising, convaincre 17&nbsp;organisations \u00e0 but non lucratif nationales et internationales de participer \u00e0 l\u2019\u00e9tude de march\u00e9 concernant la communication globale des OBNL. Je suis persuad\u00e9e que nous allons obtenir des donn\u00e9es passionnantes.\u00bb<\/p>\n\n\n\n<p>Les r\u00e9sultats de l\u2019\u00e9tude seront mis en permanence \u00e0 la disposition des organisations de dons participantes d\u00e8s le mois de septembre dans un tableau de bord en ligne. Un bilan et une \u00e9valuation globale auront lieu en avril&nbsp;2023, apr\u00e8s une ann\u00e9e d\u2019observation des m\u00e9dias.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Media Focus et Swissfundraising lancent une \u00e9tude sur la communication des organismes \u00e0 but non lucratif La visibilit\u00e9 des organisations de dons sur le march\u00e9 suisse en mati\u00e8re de communication et de publicit\u00e9 est au c\u0153ur de l\u2019\u00e9tude. L\u2019analyse de la communication globale (INKA) du march\u00e9 des OBNL suisses examine tous les domaines mesurables de [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"wbk_news_event_category":[],"wbk_news_event_tag":[],"class_list":["post-190809","wbk_news_event","type-wbk_news_event","status-publish","format-standard","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Collaboration entre Media Focus et Swissfundraising - Werbekompass<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/werbekompass.ch\/fr\/news-events\/collaboration-entre-media-focus-et-swissfundraising\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Collaboration entre Media Focus et Swissfundraising - Werbekompass\" \/>\n<meta property=\"og:description\" content=\"Media Focus et Swissfundraising lancent une \u00e9tude sur la communication des organismes \u00e0 but non lucratif La visibilit\u00e9 des organisations de dons sur le march\u00e9 suisse en mati\u00e8re de communication et de publicit\u00e9 est au c\u0153ur de l\u2019\u00e9tude. 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