O marketing como ferramenta de divulgação do Programa Bolsa Família a seus beneficiários

Abstract

This paper presents an analysis of the actions developed by the local government regarding the Bolsa Família program in two municipalities in the interior of Rio Grande do Norte: Viçosa and Francisco Dantas. This study aims to understand how government informational advertising creates awareness and knowledge of the main objectives of the Bolsa Família Program (PBF)”. The research is a descriptive study with a quantitative approach. The population is comprised of BFP beneficiaries in these municipalities. The sample is composed of 24 (twenty-four) respondents, distributed among those responsible for the operationalization of the program, in the people of the secretary and coordinator of each municipality, and also beneficiary families from both surveyed locations. The data collection technique was performed using two questionnaires, one for local guardians and the other for families, with multiple-choice closed questions. Data were collected through online and analyzed through descriptive statistics analysis. The results reveal that the municipality that uses different means to achieve the program's goals, developing its conditionalities and assisting its beneficiaries, has the best reach rates and its population demonstrates greater knowledge of the program's actions and the services developed. Thus, it is concluded that the constant process of evaluating the marketing tools and techniques adopted by the local management for the dissemination of actions aimed at the program in question is of fundamental importance.