Die skeppende benadering van die Suid-Afrikaanse advertensiebedryf tot die swart verbruiker
- Authors: Enslin, Carla
- Date: 2015-10-21
- Subjects: Advertising - South Africa , Consumers, Black - South Africa
- Type: Thesis
- Identifier: uj:14399 , http://hdl.handle.net/10210/14881
- Description: M.A. (Communication) , This study examines the creative approach of the South African advertising industry towards the black consumer. The study of literature finds its point of departure in the systems approach of communications. The communication process and the components therein (sender, message, communication medium and receiver) are analysed as a system in the cultural context of the black consumer. The cultural context of the black consumer represents the external environment of the system. In this study emphasis is placed on the sender of the advertising message to the black consumer ...
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- Authors: Enslin, Carla
- Date: 2015-10-21
- Subjects: Advertising - South Africa , Consumers, Black - South Africa
- Type: Thesis
- Identifier: uj:14399 , http://hdl.handle.net/10210/14881
- Description: M.A. (Communication) , This study examines the creative approach of the South African advertising industry towards the black consumer. The study of literature finds its point of departure in the systems approach of communications. The communication process and the components therein (sender, message, communication medium and receiver) are analysed as a system in the cultural context of the black consumer. The cultural context of the black consumer represents the external environment of the system. In this study emphasis is placed on the sender of the advertising message to the black consumer ...
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Die belangrikheid van die kommunikasie van produkposisionering deur middel van reklame : 'n Suid-Afrikaanse perspektief
- Authors: Jonkheid, Klaas
- Date: 2014-02-11
- Subjects: Advertising - South Africa , Marketing - South Africa - Management
- Type: Thesis
- Identifier: uj:3877 , http://hdl.handle.net/10210/9244
- Description: M.Com. (Business Management) , Please refer to full text to view abstract
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- Authors: Jonkheid, Klaas
- Date: 2014-02-11
- Subjects: Advertising - South Africa , Marketing - South Africa - Management
- Type: Thesis
- Identifier: uj:3877 , http://hdl.handle.net/10210/9244
- Description: M.Com. (Business Management) , Please refer to full text to view abstract
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Applying a psychodynamic approach to the means-end chain : implications for advertising theory and practice
- Authors: Jonkheid, Klaas
- Date: 2014-02-10
- Subjects: Advertising - South Africa , Consumer behavior - South Africa , Brand choice - South Africa
- Type: Thesis
- Identifier: uj:3688 , http://hdl.handle.net/10210/9071
- Description: D.Com. (Marketing Management) , The reality is that the advertising industry has not yet achieved this kind of effectiveness - in fact, it will be argued in this chapter that the advertising industry is in trouble because there is considerable doubt as to how effective advertising works and whether it works at all. There is therefore an urgency in the advertising and marketing industries to find ways of making advertising more effective, and to develop methods of measuring the effectiveness of advertising. This study will deal with this subject, and will demonstrate that a micro approach to consumer behaviour, including an understanding of human values -and the motivation that drives behaviour, will contribute to making advertising more effective. This study will show that by enabling consumers to experience self related values which will create or reinforce a favourable disposition towards the brand, the effectiveness of marketing communications can be improved. When a market is very competitive with many similar brand offerings - as is the case with the luxury car market in South Africa - consumers are likely to choose between brands on the basis of value-expressive considerations (Reynolds & Gutman, 1984 : 27-37). Parity perceptions will increase the likelihood that consumers will choose a luxury car brand that they think has an image most consistent with their values. Values have been used successfully in the car market to help segment the market, or to help predict buying behaviour in this market. (Thekey findings of some of these studies are discussed in Chapter 5). A study ofvalues is therefore very relevant to the car market. A research study in the car market, particularly the medium/large sedan market, has for this reason been chosen to illustrate how a micro approach to consumer behaviour, including an understanding of values, could make the advertising for a brand in this market more effective.
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- Authors: Jonkheid, Klaas
- Date: 2014-02-10
- Subjects: Advertising - South Africa , Consumer behavior - South Africa , Brand choice - South Africa
- Type: Thesis
- Identifier: uj:3688 , http://hdl.handle.net/10210/9071
- Description: D.Com. (Marketing Management) , The reality is that the advertising industry has not yet achieved this kind of effectiveness - in fact, it will be argued in this chapter that the advertising industry is in trouble because there is considerable doubt as to how effective advertising works and whether it works at all. There is therefore an urgency in the advertising and marketing industries to find ways of making advertising more effective, and to develop methods of measuring the effectiveness of advertising. This study will deal with this subject, and will demonstrate that a micro approach to consumer behaviour, including an understanding of human values -and the motivation that drives behaviour, will contribute to making advertising more effective. This study will show that by enabling consumers to experience self related values which will create or reinforce a favourable disposition towards the brand, the effectiveness of marketing communications can be improved. When a market is very competitive with many similar brand offerings - as is the case with the luxury car market in South Africa - consumers are likely to choose between brands on the basis of value-expressive considerations (Reynolds & Gutman, 1984 : 27-37). Parity perceptions will increase the likelihood that consumers will choose a luxury car brand that they think has an image most consistent with their values. Values have been used successfully in the car market to help segment the market, or to help predict buying behaviour in this market. (Thekey findings of some of these studies are discussed in Chapter 5). A study ofvalues is therefore very relevant to the car market. A research study in the car market, particularly the medium/large sedan market, has for this reason been chosen to illustrate how a micro approach to consumer behaviour, including an understanding of values, could make the advertising for a brand in this market more effective.
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How advertising agencies in SA have had to adapt their business strategies in response to the mac charter through their internal and external communications – a comparative study
- Makhetha, Cathleen Brigette Palesa
- Authors: Makhetha, Cathleen Brigette Palesa
- Date: 2019
- Subjects: Advertising agencies , Advertising - South Africa , Business communication
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/420371 , uj:35790
- Description: M.A. (Strategic Communications) , Abstract: The overall purpose of this study aimed to uncover how two advertising agencies that operate in South Africa’s landscape have had to adapt their business strategies in response to the MAC Charter. In the history of advertising there have been issues pertaining to racism, gender stereotyping and the telling of a one-sided narrative (Jackson, 2019). These issues have long existed in a global and local context. Due to the nature of advertising having an influence in how society perceives the world around them, it has been noted that the communication messages that are portrayed – the industry should do well in being wholly representative of the diversity that exists within the country (MAC SA, 2016). The adoption and embrace of diversity therefore challenged advertising agencies when in May 2016, the South African department of Trade and Industry issued a code of Good Practice on Broad Based Black Economic Empowerment (BBBEE) in South Africa by issued the Marketing and Communications industry with act 53 of 2003 – now commonly known as the MAC Charter (Cinman, 2017). The legislation called for advertising agencies to adhere to certain levels of racial transformation within their leadership and employee structures to give work opportunities to previously disadvantaged racial groups. Taking this into consideration, the study aimed to uncover more about the charter and why it has come into existence in South African advertising agencies. This was done while similarly exploring how the two agencies that differ in size and tenure have had to adapt their business strategies to ensure that they are fully compliant to industry standards in an authentic way. The theoretical framework that guided this study is the emerging strategic communication paradigm as it helps assist in understanding how rapid changes in an external environment are able to be implemented and understood, even in a chaotic context. This framework and its principles set out to demonstrate how they can be applied in practice to ensure agency sustainability in the wake of change.
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- Authors: Makhetha, Cathleen Brigette Palesa
- Date: 2019
- Subjects: Advertising agencies , Advertising - South Africa , Business communication
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/420371 , uj:35790
- Description: M.A. (Strategic Communications) , Abstract: The overall purpose of this study aimed to uncover how two advertising agencies that operate in South Africa’s landscape have had to adapt their business strategies in response to the MAC Charter. In the history of advertising there have been issues pertaining to racism, gender stereotyping and the telling of a one-sided narrative (Jackson, 2019). These issues have long existed in a global and local context. Due to the nature of advertising having an influence in how society perceives the world around them, it has been noted that the communication messages that are portrayed – the industry should do well in being wholly representative of the diversity that exists within the country (MAC SA, 2016). The adoption and embrace of diversity therefore challenged advertising agencies when in May 2016, the South African department of Trade and Industry issued a code of Good Practice on Broad Based Black Economic Empowerment (BBBEE) in South Africa by issued the Marketing and Communications industry with act 53 of 2003 – now commonly known as the MAC Charter (Cinman, 2017). The legislation called for advertising agencies to adhere to certain levels of racial transformation within their leadership and employee structures to give work opportunities to previously disadvantaged racial groups. Taking this into consideration, the study aimed to uncover more about the charter and why it has come into existence in South African advertising agencies. This was done while similarly exploring how the two agencies that differ in size and tenure have had to adapt their business strategies to ensure that they are fully compliant to industry standards in an authentic way. The theoretical framework that guided this study is the emerging strategic communication paradigm as it helps assist in understanding how rapid changes in an external environment are able to be implemented and understood, even in a chaotic context. This framework and its principles set out to demonstrate how they can be applied in practice to ensure agency sustainability in the wake of change.
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