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Analysing Anzac Day: the past, the present and future?

Hede, Anne-Marie 2005, Analysing Anzac Day: the past, the present and future?, in 2nd Australasian Non-profit and Social Marketing Conference : At the threshold: Challenges and developments in social, sport and arts marketing, Bowater School of Management, Deakin University, Geelong, Vic., pp. 1-7.

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Title Analysing Anzac Day: the past, the present and future?
Author(s) Hede, Anne-Marie
Conference name Australasian Non-profit and Social Marketing Conference (2nd: 2005: Melbourne, Vic.)
Conference location Melbourne, Australia
Conference dates 22-23 September 2005
Title of proceedings 2nd Australasian Non-profit and Social Marketing Conference : At the threshold: Challenges and developments in social, sport and arts marketing
Editor(s) Rentschler, Ruth
Hall, John
Publication date 2005
Conference series Australasian Nonprofit and Social Marketing Conference
Start page 1
End page 7
Publisher Bowater School of Management, Deakin University
Place of publication Geelong, Vic.
Summary The aim of this paper is to identify the challenges that a social marketing campaign, which is predicated on Anzac Day and its commemorations and aimed at developing nationalistic behaviour in Australians, might face in the future. Questions posed for this paper are: Is this a viable campaign to promote nationalistic behaviour in Australia? Are there risks associated with such a campaign? In this discursive and exploratory paper Anzac Day and its commemorations are examined using generic marketing tools available to social marketers, specifically the Product Lifecycle (PLC) and consumer profiling, namely generational research. The results indicate that it is possible to predicate a social marketing campaign on Anzac Day and its commemorations to develop nationalistic behaviour in Australia, but there are some inherent risks associated with such a campaign. Issues are raised with regard to the mono-cultural nature of such a campaign; which generational segment(s) might take ownership of the commemorations in the future; and the surrounding structural and community-based strategies that will enhance such a campaign.
ISBN 1741560179
9781741560176
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005623

Document type: Conference Paper
Collection: School of Management and Marketing
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