Direct response advertising in the financial services industry in South Africa has become one of the most important tactics companies utilise to build and maintain market share. Ensuring that these advertising campaigns yield optimal return on investment numbers is the responsibility of marketing departments and their partners in the marketing and sales processes, such as the creative and media agencies, the distribution force, as well as the client service area that supports the client value proposition. The marketing executive therefore is accountable for the planning, budgeting and execution of direct response campaigns, which need to deliver sufficient results to support the company’s overall business objectives. The challenge all marketers face is the lack of a proven structured and scientific methodology to facilitate this planning, budgeting and execution process. It has always been a general view in the marketing fraternity that it is extremely difficult if not impossible to combine creative output measures, which are subjective in nature, with cost, sales and profit measures, which are objective in nature. This study aims to create a structured approach to marketing strategising and planning, by creating a marketing metrics model that enables the marketing practitioner to budget according to output needed to achieve the overarching business objectives of sales, cost management and profit. This marketing metrics model therefore unpacks the business drivers in detail, but through a marketing effort lense, to link the various factors underlying successful marketing output, to the bigger business objectives. This is done by incorporating both objective (verifiable data, such as cost per sale) and subjective variables (qualitative factors, such as creative quality) into a single model, which enables the marketing practitioner to identify areas of underperformance, which can then be managed, tweaked or discontinued in order to optimise marketing return on investment. Although many marketing metrics models and variables exist, there is a gap in the combination of objective and subjective factors in a single model, such as the proposed model, which will give the marketer a single tool to plan, analyse and manage the output in relation to pre-determined performance benchmarks. / Business Management / DCOM (Business Management)

The purpose of this research was to investigate the marketing communication practices of car dealerships, in order to identify what factors are considered in the selection of the marketing communication mix incorporated in the marketing communication strategy. Furthermore, identify and establish an understanding of the marketing communication mix elements used by car dealerships in their marketing communication strategies. A qualitative research approach was followed in this paper. Semi-structured, in-depth interviews were conducted with marketing personnel of various car dealerships in Gauteng, South Africa. In this paper, a qualitative content analysis was followed, and Atlas.ti version 10 computer software was used to generate themes. The study uncovered that car dealerships use various marketing communication mix elements to achieve their marketing communication objectives, such as creating dealership brand awareness, stimulating sales, and closing sales transactions. The study revealed also uncovered that internet is also used by car dealerships in executing marketing communication strategies. The study revealed the internal and external factors considered in planning and executing marketing communication strategies and campaigns. The study further discovered that these marketing communication elements are not used in isolation, but support each other in conveying marketing messages that lead to the attainment of various marketing communication objectives. The findings revealed that despite the use of radio and print media, social media types are increasingly being used by dealerships to share information with existing customers and potential customers regarding the dealerships‟ products and special offers, although the use of social media platforms varied. The study also discovered that car dealerships experience some challenges in planning and executing marketing communication strategies and campaigns. Recommendations to stakeholders in the motor industry and future research directions are provided. / Business Management / M. Com. (Business Management)

South Africa's biggest challenge remains the high rate of unemployment especially among the country's youth. Small, medium and micro enterprises (SMMEs) have been shown to be instrumental in many third world economies as a sustainable means not only to address unemployment but also to contribute significantly to economic growth. Despite government's good intentions and support, the South African SMME sector is not growing as expected and this is impacting negatively on unemployment creation in the country. Good business development services (BDS) is necessary to support SMMEs and specifically the Market Development Approach to the provision of BDS, where subsidies are replaced by private payment for services. Makana municipal area provided scope for analysing the constraints to the implementation of such business development services. Analysing the scope and magnitude of the constraints in this setting would contribute to understanding the constraints also in other parts of the country and help officials in local economic development make better informed decisions regarding support to SMMEs. Authors like Rogerson (2011), UNDP (2004), Miehlbradt and McVay, (2003), the Committee of Donor Agencies for SME Development (Blue book) (2001) and Bear et al., (2001) Gibson (2001), propose that the key to sustainable BDS is the implementation of the Market Development approach which focusses on for-profit activities in the provision of BDS to SMMEs. The aim of this study was to examine perceptions of key stakeholders towards SMME support and development, to identify the constraints to the implementation of a Market Development approach to the provision of business development services to SMMEs in the Makana area and to make recommendations to the Makana LED office of possible intervention strategies to address identified constraints. Purposive sampling was used to identify key stakeholders in SMME support in the Makana area in the categories of, big institutional buyers, public and private BDS providers as well the municipal LED office. Semi-structured interviews were conducted with each stakeholder using questions shown in appendixes A to D. Perceptions of all key stakeholders were very positive with good intentions to support SMMEs. However, this was not consistent with procurement practice at the big institutional buyers. Constraints are summarized in the following five themes: Theme 1. Inconsistent practice in dealing with SMMEs across the organisation. Theme 2. Absence of a cooperative body or Chamber of Commerce. Theme 3. Fragmented Business Development Services. Theme 4. A lack of a culture of cost recovery. Theme 5. Limited awareness of BDS in the Makana area. A number of recommendations were suggested. Big institutional buyers like Rhodes University and Makana municipality need to take a longer term view and move the focus from employment creation to enterprise support which is a more sustainable and empowering source of employment (ILO, 2009). The Grahamstown Chamber of Commerce should become more representative and big institutional buyers also need to be convinced of the value of private BDS. Stakeholders should work together to combine resources to offer a comprehensive one-stop BDS for the Makana area (Chetty, 2009) and this comprehensive BDS should be provided according to the Market Development approach focusing on those services that lend themselves better to this approach whilst using subsidies only for those services with a low potential for cost recovery (UNDP, 2004).

The aim of this research is to shed more light on an aspect identified as a gap in knowledge in the literature; the use of a social networking service as knowledge sharing platform. More specifically, this research sets out to establish if the social networking service Twitter could be used as knowledge-sharing platform in small South African businesses in the Western Cape. A mixed method research design is used. This includes gathering data through questionnaires as well as conducting semi-structured interviews for case study participants. The sample comprises 122 questionnaire participants together with 14 semi-structured interview participants across three small businesses located in the Western Cape Province. Although it is apparent from the study conducted that small businesses are not yet willing to forego traditional platforms such as Email to use Twitter exclusively as a knowledge sharing tool, the researcher proposes a case for using Twitter, which he believes, could take the most advantage of the functions Twitter brings to a small business operation. / School of Computing / M. Sc. (Computing)

Abstract in English, Afrikaans and Xhosa / The problem investigated in this study is the lack or poor use of local stories by destination managers in the marketing of their destinations. This neglect of the potential use of local stories limits the potential market share, especially of small towns. This study is based on the role of storytelling in the marketing sphere as a whole and specifically in the tourism industry. Key components of storytelling in marketing are identified and analysed along with existing narrative marketing models. In the process of developing and implementing a narrative-based destinations marketing model, the focus is on small towns in South Africa. The study aims to achieve the following: fill the void in the South African literature in destination marketing; document the storytelling process; and develop a workable, strategic destination marketing model, and implement this model. In achieving the secondary objectives, the study succeeded in its primary objective, namely to develop a three-legged pot or story pot (“driepootpot”) marketing model. The narrative destination marketing model was developed through quantitative and qualitative research in area served by the Drakenstein Municipality, located in the Western Cape in South Africa. A combination of phenomenology and grounded theory was used to analyse the data. / Ingxaki ephandwayo kwesi sifundo kukunqaba okanye kukusetyenziswa buthathaka kwamabali endawo ngabaphathi beendawo xa beququzelela ukuthengwa kweendawo zabo. Oku kungawasebenzisi amabali endawo kucutha isabelo sengeniso, ngakumbi kwiidolophana ezincinci. Esi sifundo sisekelwe kwindima yokubalisa amabali ekuququzeleleni intengo, ngakumbi kurhwebo lokhenketho. Kuchongwe, kwahlalutywa amanqanaba aphambili okubalisa amabali, kwaqwalaselwa neendlela zokuququzelela intengo ngokubalisa. Kwinkqubo yokuphuhlisa nokusebenzisa indlela yokuququzelela intengo ngokubalisa amabali endawo, kugxininiswe kwiidolophana ezincinci eMzantsi Afrika. Esi sifundo sijonge ukufezekisa ezi njongo zilandelayo: ukuvala isikhewu esikhoyo kuncwadi loMzantsi Afrika malunga nokuququzelela intengo ngokubalisa amabali endawo; ukubhala inkqubo yokubalisa amabali; nokuphuhlisa indlela esebenzayo yokuququzelela intengo ngokubalisa amabali endawo kwanokuyisebenzisa le ndlela iphuhlisiweyo. Ekufezekiseni iinjongo ezayamileyo, isifundo esi siphumelele ekufezekiseni injongo engundoqo, leyo ikukuphuhlisa indlela yokuququzelela intengo eyimbiza emilenze mithathu okanye imbiza yamabali (“driepootpot”). Indlela yokuququzelela intengo ngokubalisa amabali endawo yaphuhliswa ngokuqhuba uphando ngokuzathuza nangokobuninzi bedatha kwisithili esiphantsi koMasipala iDrakenstein, kwiphondo leNtshona Koloni eMzantsi Afrika. Idatha ihlalutywe ngokuxuba iingcingane zobume bamava (iphenomenology) neyentsingiselo yedatha eqokelelweyo (igrounded theory). / Die probleem wat in hierdie studie ondersoek word, is die gebrek of swak gebruik van verhale deur plaaslike bestemmingsbestuurders in die bemarking van hul bestemmings. Hierdie verwaarlosing van die potensiële gebruik van plaaslike verhale en stories beperk die potensiële markaandeel van veral klein dorpies. Hierdie studie is gegrond op die rol van vertelkuns (storytelling) in die bemarkingsfeer as geheel en spesifiek in die toerismebedryf. Sleutelkomponente van storievertelling in bemarking word geïdentifiseer en ontleed saam met bestaande narratiewe bemarkingsmodelle. In die proses om ’n verhaal-gebaseerde bemarkingsmodel vir bestemmings te ontwikkel en te implementeer, val die fokus op klein dorpies in Suid-Afrika. Die studie het ten doel om die volgende te bereik: die leemte te vul in die Suid-Afrikaanse literatuur ten opsigte van bestemming bemarking; die verhaalproses te dokumenteer; en ’n werkbare, strategiese bemarkingsmodel vir bestemmings te ontwikkel vir implementering. Deur die sekondêre doelwitte te behaal, het die studie daarin geslaag om sy primêre doel te bereik, naamlik om ’n driepootpot-verhaalbemarkingsmodel te ontwikkel. Die driepootpot-verhaalbemarkingsmodel vir bestemmings is ontwikkel deur middel van kwantitatiewe en kwalitatiewe navorsing in gebied wat deur die Drakenstein Munisipaliteit, geleë in die Wes-Kaap in Suid-Afrika, gedien word. ’n Kombinasie van fenomenologie en gegronde teorie is gebruik om die data te analiseer. / Business Management / D. Phil. (Bestuurstudie)

Increased consumer expectations and diverse consumer needs have led to consumers turning to the internet as a communication medium to share their positive and negative experiences, feelings, and level of satisfaction with others. The primary objective of this study was to explore the nature of user-generated content, in terms of consumer complaint and compliment behaviour related to the seven OEM brands in South Africa. The study focused on the South African automotive industry, and the consumer behaviour associated with post-purchase responses on an online consumer advocacy platform, called Hellopeter.com. A qualitative research design, making use of a content analysis, was employed. In total, 185 user-generated content items were collected from Hellopeter.com for the data-collection period, and 176 complaints and 9 compliments were analysed. The results of this study indicated that the nature of user-generated content related to the seven OEM brands in South Africa could be categorised according to eight broad themes: seven themes were specifically related to consumer complaint behaviour, while one theme was associated with consumer compliment behaviour. The top consumer complaints and compliments related to the OEM brands on Hellopeter.com were also determined. The nature of the user-generated content showed various similarities to that of the general services industry but proved to be unique to the automotive industry. Specific recommendations were made and included that open communication channels and proper feedback systems should be put in place to satisfy consumer needs, and that the findings of the study should be used as a benchmark to monitor and improve consumer complaint and compliment behaviour, as a means to create loyal consumers / Business Management / M. Com (Business Management)

The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively. Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending. In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services. / Business Management / D. Com. (Marketing Communication)

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / MCOM (Business Management)

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / M. Com. (Business Management)

The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively. Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending. In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services. / Business Management / D. Com. (Marketing Communication)