Avaliação de Programas de Marketing Social. Uma análise dos instrumentos utilizados para avaliação do Programa Ambientação do Governo do Estado de Minas Gerais

• Main Authors: Rodrigo Diniz Lara, Gabriel Lara Rodrigues, Ricardo Teixeira Veiga, Marlusa Gosling
• Format: Article
• Language: Portuguese
• Published: Universidade Regional do Noroeste do Estado do Rio Grande do Sul 2015-01-01
• Series: Desenvolvimento em Questão
• Subjects: social marketing; program ambientação; evaluation model; evaluation tools
• Online Access: http://www.redalyc.org/articulo.oa?id=75235382008

The aim of the paper is to analyze the tools currently used by the State Government of Minas Geraisin Brazil to evaluate the social marketing program called Ambientação facing environmental educationin public buildings. The template proposed by Meira (2010) was taken as framework. Specifically,we intend to emphasize the analysis regarding the dimensions “Processes” and “results” from theconceptual framework proposed by Meira (2010) in order to evaluate social marketing programs. Thisarticle adopts the method of qualitative case study and using documentary research based on officialinstruments of the State of Minas Gerais published on websites about the Program Ambientação andin-depth interviews with representatives of the Evaluation of Ambientação. The results demonstratethat there is a gap of indicators which could be used according to Meira’s evaluation template andtherefore could improve the results achieved. Overall, the weakness of the program evaluation toolslies on disregarding the target audience perception and changing behavior related to the actions ofAmbientação.