الفهرس 
المستخلص العربىيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
The health sector in Egypt plays a significant role in providing the healthcare for all the individuals of the community. However, this sector faced many challenges and difficulties related to the population problems. These challenges have had a negative impact on development process in Egypt with all its dimensions economic, social and health. The first of these challenges is what the medical sector faces because of the rapid increase in population who suffer from diseases as it is considered a big health problem resulting from the behavior of the individuals at the front of these diseases, heart diseases, diabetes, high blood pressure, cancer and addiction and the diseases resulting from smoking, liver diseases and AIDS.
In the light of these challenges, the importance of means of advertisement works to raising the health awareness of society’s individuals whereas the means of advertisement in current time are the main source of getting information about important social issues and providing the member of the society with valid health information. This can be done through TV, newspapers, magazines, radio and the internet simultaneously (at the same time) to millions of people which can connect the sectors of society in the fields of health, socially and culturally. Thus, a clear defined strategy should be placed to fight diseases includes cooperation and coordination with all devices, means of advertising and concerned authorities and determination of the public target groups from the advertisement activities. As the attempt of directing campaign and its specialization for concerned authorities undoubtedly gives great impact and bigger return for the provider of the campaign which is deliver the message to the target people from the campaign. High technology has become a great part of youth life, so initiatives must be offered to those young men through web, social media besides other channels of communication through TV, newspapers, radio, symposia and booklets for those who are over fifty years old. So as to help the campaign to succeed in communicating its message to all society members so as to change their behavior. Thus, this matter needs to give more care to national campaigns of advertisement for their role in changing the behavior of the society individuals towards protecting themselves from chronic diseases. This made the researcher to choose the research topic that is the effect of the national advertisement campaigns on the stages of changing Egyptians citizens’ behavior and its application to national health campaigns. First : the importance of the study
The importance of this study appears in two levels : 1- The scientific importance. The importance of the study lies in its treatment of the most important phenomena which swept human societies since reports and researches all over the world that chronic diseases are increasing continuously in spite of all efforts exerted by health organizations beside religious and advertising organizations. As all these efforts didn’t succeed in limiting the infection with these diseases. So the objective alternative is to decrease infection with these diseases and this needs social awareness efforts from all organizations and comes on the top educational organizations which the society has set up to support his theory in life to spread awareness about dangers of these diseases and ways of protection from them. The importance of this study springs from the change which as become so near to storm societies in spite of them and this is called cultural globalization which follows political and economic globalization and may reach to social globalization to change the directions and behavior of people as years pass. ( Refai 2011). In addition, this study explore the great role to the health advertising campaigns as a marketing mean needed by society as a source of knowledge and awareness about health behavior. 2-The applied importance
The applied importance of this study comes from participating its excepted results in spreading health awareness between the individuals of the society by changing the point of view of the individual and the group and their behavior to improve the health standard and restrict their wrong behavior which will lead to : •The reduction of infection rates that may destroy the Egyptian citizen life. •This study can provides the concerned people with useful information and creative ideas for advertising development, and chose the right advertisements which achieve the goal from the health protection of diseases. •Reducing (limiting) great expenditures on health services.
Secondly : the problem of this study
from previous studies in this field as well as the aspects that the researcher discovered through the exploratory study we can word the problem of the study in the following : In spite of high expenditure on a group of national health campaigns their effect is not measured in the different stages of the Egyptian citizen behavior which wastes millions of these campaigns without any remarkable use. Therefore, what is spent cannot be used in a useful way completely. Thus, this research works through analysis and following to answer the following questions : 1-Is there moral influence for these campaigns on the stages of changing the behavior of the Egyptian citizen? 2- Is there any moral difference in the effect of the national advertising campaigns with the different stages of changing the Egyptian citizen behavior? 3-Is there any moral difference in the effect of the national advertising campaigns in stages of changing the Egyptian citizen behavior in case of the demographic changes?