Please read the abstract in the section 00front of this document / Thesis (DCom)--University of Pretoria, 2006. / Marketing Management / DCom / Unrestricted

In the recent past, cities all over the world have made attempts to brand themselves differently from their counterparts. These efforts have been made with the aim of improving the economic locus of the city in question and to some extent the welfare of its inhabitants. With this regard, various activities have been organised to ensure that the cities attract tourists, investors and other pertinent stakeholders. The hosting of city events is one major strategy that cities have used to trademark themselves more attractively to external stakeholders. City event planners have similarly made efforts to brand and communicate these city events in order to achieve recognition and attendance. In spite of these attempts however, studies reveal that the major stakeholders of the events: the residents, seem to be overlooked by the city decision makers during these endeavours. Integrated Marketing Communication (IMC) involves the combination of all the available communication channels and resources to convey a message to a target audience. Hence, with regard to communicating city events, the key motivation for using IMC is to generate awareness whilst communicating an effective, clear and consistent message to the target audience (residents). However, communication strategies should not be developed in isolation. It is of extreme importance that city event planners consider involving the city residents when crafting these IMC strategies. In fact, the city events planners and decision makers should bear in mind that; the major success of any city event depends entirely on the support of the city residents, who act as brand ambassadors to their social circles within and outside the city. In order for a city to successfully implement a communication strategy, it is imperative that the city understands the media consumption patterns of the residents. Various factors such as age, gender and ethnicity determine the media consumption habits of residents; and should be investigated in order to determine the most effective channels of communication to use for a particular target audience. During the early months of the year 2014, key stakeholders within Nelson Mandela Bay (NMB) resolved to improve the brand image of the NMB. These stakeholders entered into a partnership with NMMU Business School, who offered to conduct research on various themes: Brand Identity, Business Events, City Events Communication, City Events Marketing, Cultural Events and Sports Events. This study is hence based on the City Events Communication theme and its purpose is to establish the factors that determine media consumption amongst the residents and their perception towards communication with and amongst the residents of NMB. Additionally, this study sought to identify the various communication channels that are available in NMB whilst establishing which of these channels are most highly ranked by the residents. In order to achieve these objectives, both primary and secondary research were conducted. Literature was reviewed in order to create a basis for this study based on previous academic research. The background of IMC was established and the various pillars of IMC discussed. Factors that influence the choice of communication media were also identified and discussed. Thereafter, an empirical study was conducted in order to determine the factors that influence media usage amongst the residents of NMB, in addition to their perception towards communication. A total of 3,659 residents were interviewed and findings indicated that there is a strong relationship between the media usage and age, gender, ethnicity, income per household and the suburb lived. However, the strength of relationships that were observed differed amongst the various dependent variables that were created for purposes of analysing the media usage. A strong inclination towards the use of traditional media; radio and newspaper amongst the residents of NMB was identified. Equally, Public Relations (PR) emerged as an essential way for residents to create and maintain stakeholder relationships between themselves and the NMB. The residents felt that NMB should make efforts and engage with them more frequently especially with regard to communicating city events. Word of mouth amongst peers and billboards were also identified as communication media that are largely used to source for city events information, impacting greatly on the events attendance by the residents. Unfortunately, the use of New Media (Facebook, Twitter and YouTube) to source for city events information was not predominant amongst the respondents. However, with close to three quarters of the respondents having access to the Internet, there is a likelihood that residents can adopt to the use of social media as a source of city events information. Furthermore, the majority of respondents indicated that they access the Internet daily. These findings are a clear indication that the adoption and use of new media is possible if developed and implemented in a strategic manner by the major decision makers. Once the factors that influence media consumption by the residents of NMB were established, an integrated marketing communication framework was developed based on these factors and the highly ranked channels of communication. This study concluded in the development and proposal of an IMC framework for use in communication of city events to the residents of NMB. Managerial recommendations were also given which are expected to enhance the effective implementation of the proposed framework.

This study is a qualitative evaluation of generated and nongenerated publicity using Unisa as a case study over a period of six months. The qualitative data were quantified through the use of content analysis. The study takes as its point of departure the importance of an integrated marketing communication approach. It indicates how an integrated marketing communication approach can secure that an organisation's publicity efforts contribute effectively to its marketing objectives. In addition, it indicates that an organisation can also deal with nongenerated, negative publicity much more effectively within such an approach. This study establishes that because Unisa did not adopt an integrated marketing communication approach, it had a detrimental effect on its efforts to generate publicity as well as on its efforts to deal with negative publicity. These findings are discussed in terms of specific criteria for generated and nongenerated publicity within an integrated marketing communication approach. / Communication Science / M. A. (Communication)

Musicians are cultural entrepreneurs, operating as human brands in the South African music industry. The ability to manage their brand effectively may give them an added advantage to compete successfully in this industry. This study sought to explore the integrated marketing communications (IMC) practices of South African musicians in brand promotion. Using a qualitative design, interviews were conducted with practising South African musicians to collect data. The results revealed that South African musicians use multiple marketing communications tools to promote their brands in multimedia campaigns. However, not all the elements required for integrated marketing communications were in evidence. Results from this study may be used by entrepreneurial South African musicians to create a strategy for integrated marketing communications in promoting their brand in the South African music industry and may also contribute towards the practical application of IMC within the broader field of marketing management. / Business Management / M. Com. (Business Management)

This study is a qualitative evaluation of generated and nongenerated publicity using Unisa as a case study over a period of six months. The qualitative data were quantified through the use of content analysis. The study takes as its point of departure the importance of an integrated marketing communication approach. It indicates how an integrated marketing communication approach can secure that an organisation's publicity efforts contribute effectively to its marketing objectives. In addition, it indicates that an organisation can also deal with nongenerated, negative publicity much more effectively within such an approach. This study establishes that because Unisa did not adopt an integrated marketing communication approach, it had a detrimental effect on its efforts to generate publicity as well as on its efforts to deal with negative publicity. These findings are discussed in terms of specific criteria for generated and nongenerated publicity within an integrated marketing communication approach. / Communication Science / M. A. (Communication)

[Introduction] An investigation of relevant literature reveals numerous studies on the principles of effective advertising communications. These studies are based on work done overseas and may not apply to Blacks in South Africa. Pioneer advertising research into the Black market has been conducted in recent years by the University of South Africa's Bureau of Market Research (BM). The resultant data obtained indicated that communicating to the Black market should be treated separately from communicating to Whites in South Africa and further research is required on the effectiveness of advertising communications aimed at Blacks. This study was designed to supplement the research conducted by the Bureau of Market Research rather than to validate these findings.

The purpose of this study is to determine which marketing communication methods tour operators in Gauteng, registered with SATSA, utilise. Tour operators aim to enhance tourist experiences. Companies need to be exposed to the marketplace to attract and keep business, thus marketing communication methods used by tourism organisations are examined at length. The results for the study were obtained using a web-based questionnaire. Main findings include the fact that SATSA-registered tour operators frequently use interactive media, direct marketing and advertising. Word of mouth was continually regarded as an important marketing communication method. The larger the company, the more likely it is to use advertising. Interactive media can be used by small and large companies alike. Many marketing communication methods that are used frequently were not deemed to be efficient. One may therefore conclude that SATSA-registered tour operators in Gauteng prefer to use interactive media. / Business Management / M. Comm. (Business Management)

The objective of this study is to establish the media usage and preference of consumers in the Transkei. The results are of special significance to media planners and advertisers in so far as they will assist in the media selection process. This in turn will form the basis of improved marketing communication between media planners and advertisers on the one hand and Transkeian consumers on the other. The media types investigated were newspapers, magazines, television and radio. The results indicated that three newspapers (Daily Dispatch, Intsimbi and Imvo), three magazines (!bona, Pace and Orum), one television channel {TV 2 - now CCV-TV) and one radio station (Radio Transkei) are extremely popular among the majority of Transkeians. The research results also indicated that the following topics are very popular in all the media types: local news, sport, education and arts/cultural articles. The results further indicated that Transkeians are generally favourably inclined towards advertisements. / Economics / M.Com (Business Economics)

The purpose of this study is to determine which marketing communication methods tour operators in Gauteng, registered with SATSA, utilise. Tour operators aim to enhance tourist experiences. Companies need to be exposed to the marketplace to attract and keep business, thus marketing communication methods used by tourism organisations are examined at length. The results for the study were obtained using a web-based questionnaire. Main findings include the fact that SATSA-registered tour operators frequently use interactive media, direct marketing and advertising. Word of mouth was continually regarded as an important marketing communication method. The larger the company, the more likely it is to use advertising. Interactive media can be used by small and large companies alike. Many marketing communication methods that are used frequently were not deemed to be efficient. One may therefore conclude that SATSA-registered tour operators in Gauteng prefer to use interactive media. / Business Management / M. Comm. (Business Management)

The objective of this study is to establish the media usage and preference of consumers in the Transkei. The results are of special significance to media planners and advertisers in so far as they will assist in the media selection process. This in turn will form the basis of improved marketing communication between media planners and advertisers on the one hand and Transkeian consumers on the other. The media types investigated were newspapers, magazines, television and radio. The results indicated that three newspapers (Daily Dispatch, Intsimbi and Imvo), three magazines (!bona, Pace and Orum), one television channel {TV 2 - now CCV-TV) and one radio station (Radio Transkei) are extremely popular among the majority of Transkeians. The research results also indicated that the following topics are very popular in all the media types: local news, sport, education and arts/cultural articles. The results further indicated that Transkeians are generally favourably inclined towards advertisements. / Economics / M.Com (Business Economics)