Masters Degrees (Marketing)

Permanent URI for this collectionhttps://hdl.handle.net/10413/19589

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South African young consumers’ brand attitudes and celebrity endorsement advertising: a case study at the university of KwaZulu-Natal.
(2012) Ndlela, Thubelihle Namaswazi.; Phiri, Maxwell Agabu.
This study investigated South African young consumers‟s brand attitudes towards celebrity endorsement advertising. The overall aim of the study was to investigate whether or not South African marketers can utilise celebrity endorsement to promote their products or brands to young consumers effectively. The perceptions and brand attitudes of young consumers are crucial to guide marketers in developing effective advertising campaigns. To the researcher‟s knowledge, no study has been conducted to address this question in South Africa. The study‟s objectives were fulfilled through the completion of self-administered questionnaires by 325 students between the ages of 18-24 conveniently selected from the University of KwaZulu-Natal. Data were analysed using the SPSS programme. Based on the results of the study obtained in line with the objectives, it is evident that celebrity endorsement advertising contributes to or influences consumer brand attitudes and purchase behaviour. However, the influence of celebrity advertising is not equal for different brand attitudes such as brand awareness, brand recognition, brand loyalty and purchasing behaviour. The findings also reveal that, 18-20 year olds are more influenced by celebrity endorsement to purchase and to be brand loyal than 21-24 year olds. This knowledge will guide and educate marketing managers with strategic recommendations to execute celebrity endorsement advertising campaigns that trigger purchase intention.
Students’ perceptions on the effectiveness of product placements: a case study of a private higher education institution in Durban.
(2017) Koopman, Aaron Owen.; Perumal, Sadhasivan.
The development of technology has changed the way in which business is practiced and has had a profound impact on marketing and advertising. Organisations and brands have identified that it is important to attract and retain loyal customers. Advertising and the implementation of marketing communications strategies has been designed to create awareness about a product or brand and change the purchasing behaviour of consumers The saturation of advertisements within the various media has propelled marketers to employ not only a variety of approaches but to seek unique ways in which to market their products. The introduction of television has opened the door for companies to strategically place their products in movies, television programmes and music videos. The youth market represents an attractive market for many organisations, as satisfying this demographic’s needs early in their life cycle can result in the development of long-lasting and profitable relationships. As the youth are highly exposed to movies and television programmes, many marketers have been attracted to add product placements in visual media into their overall marketing communications strategy. However, results have indicated that product placements are similar to traditional advertising in terms of capturing the audience’s attention, developing positive feelings towards the product and recall when faced with a purchase decision. It was also established that students believe other marketing communication tools, such as digital and social media advertising, sponsorships, sales promotions and even traditional advertising as being more effective than product placements. This finding allows marketers to question whether they should use this approach when targeting a younger demographic, such as students.
Unhealthy food advertising to South African children through television: a content analysis.
(2022) Bissoon, Tasvir Neeraj.; Arbee, Aradhna.
The extensive advertising of unhealthy foods and beverages has been identified by the World Health Organization as a factor that contributes significantly to childhood obesity. In 2020, one in eight African children were either overweight or obese. The South African government has yet to establish a law that tackles the issue of food advertising to children. This study aimed to determine the extent to which children in South Africa are exposed to unhealthy food advertisements on television, as well as the advertising appeals and promotional strategies used by advertisers of such foods in an effort to appeal to children. Previous South African content analyses have only sampled free-to-air channels whereas this study incorporated one free-to-air channel (SABC 1) and one subscription-based channel (M-Net), thereby including children from different socio-economic backgrounds. This study used a descriptive research design and a mixed methods research approach that was largely qualitative in nature. A total of 41 hours (spread over 14 consecutive days) of television was recorded on M-Net and SABC 1, during popular viewing hours for children. Data was extracted from the recorded television advertisements and analysed using deductive content analysis, to address the research questions about the extent and nature of such advertising. The findings show that 67% of food-related advertisements involved unhealthy foods. Furthermore, fast foods were the most frequently advertised unhealthy food category. Therefore, this study serves as a rationale for the implementation of stronger regulations for food advertising to children in South Africa. This study also revealed that South African children are exposed to more unhealthy foods on free-toair television than on subscription-based television. This indicates that middle-to-low-income households view advertisements for unhealthy foods more regularly than middle-to-high-income households. The findings further indicate that, within unhealthy food advertisements, emotional appeals and jingles or slogans were the most-utilised advertising appeals and promotional strategies.

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Browsing Masters Degrees (Marketing) by Subject "Advertising."