Abstract
M.Comm.
This thesis examines the successfulness of a marketing campaign
launched in 1995. The objective of the campaign was to create
awareness and to stimulate the local telephone network, i.e. to encourage
customers to make more frequent use of the telephone. The cheaper
after hour rates were branded as Callmore Time and this was the theme
of the campaign.
The general theory of the marketing communication process and its'
influence on consumer behaviour is discussed in Chapter 2 as well as the
marketing communications model. Since part of the secondary objectives
of the research is to determine the perceived message of the campaign as
well as the perception of the brand "Callmore" in the market place,
Chapter 3 deals with "Perception as a factor in influencing consumer
behaviour".
Two methods of data collection are used viz. Secondary sources
(telephone traffic statistics) as well as telephonic interviews. The
universe for this survey was defined as adults, 16 years and older living
in Gauteng and who own a telephone. A random sample of 300
telephone numbers was drawn from the universe.
Finding from the research study are presented and analysed. The report
ends with conclusions drawn from the research and makes
recommendations based on these conclusions.