O propósito do presente estudo foi investigar como se articula o anúncio publicitário impresso, uma das mais importantes formas de enunciação do discurso persuasivo do marketing, e sua evolução ao longo do tempo. O período de análise correspondeu às últimas quatro décadas, período de grande relevância para se entender a constituição do ambiente contemporâneo do marketing brasileiro. O foco principal do estudo foi dado à imagem como elemento composicional dos anúncios, mas também foi analisada sua relação com elementos verbais, como o título e o texto das peças. Integrando fundamentos teóricos de diversas vertentes, como a semiótica (com destaque para a linguística estruturalista), a psicologia cognitiva (e os estudos aplicados ao comportamento do consumidor) e trabalhos específicos relacionados com a comunicação de marketing, foi elaborado um instrumento de codificação para classificar as diversas dimensões em uma amostra probabilística de 800 anúncios publicados na Veja, a principal revista de interesse geral do mercado brasileiro, abarcando edições entre os anos de 1968 e 2008. As dimensões consideradas foram tanto quantitativas (como o número de palavras no título e texto e o espaço alocado a estes elementos; o número de elementos visuais e o espaço alocado a fotografias, ilustrações e técnicas mistas), quanto de características qualitativas, com a classificação dos anúncios quanto a rotas de elaboração presumidas (centrais ou periféricas), temas utilizados (informativos, comportamentais ou simbólicos), estratégias de manipulação dos enunciatários (tentação, sedução, intimidação ou provocação) e também quanto às valorizações fundamentais implícitas na enunciação do discurso (valorizações prática, crítica, utópica ou lúdica). Trata-se, portanto, de uma pesquisa descritiva conclusiva, com utilização combinada da análise de conteúdo com estratégias semióticas para a abordagem dos fenômenos analisados. O pressuposto do trabalho - confirmado pelo teste das várias hipóteses propostas - foi de que no período ocorreu um aumento do uso de imagens em anúncios impressos, com correspondente redução do número de palavras no texto. Além disso, o uso de técnicas estatísticas bivariadas e multivariadas forneceu evidências para se concluir que as imagens vêm ganhando novas funções retóricas, passando de apoio aos elementos verbais para uma função predominante, de sustentação do discurso persuasivo. Como achados adicionais, mas relevantes para a compreensão dos fenômenos da comunicação de marketing, estão o aumento do uso de técnicas mistas e indícios da transferência das funções comunicacionais do corpo do texto para o título dos anúncios. Além do instrumento de análise de características objetivas para a investigação de enunciações persuasivas, as contribuições oferecidas pelo estudo também são de interesse gerencial, pois fornecem um quadro de referência da evolução dos discursos utilizados pelos anunciantes na elaboração de suas campanhas e, desta forma, proporcionam comparação das estratégias utilizadas. / The aim of this study was to investigate the articulation of print advertisement, one of the most important forms of persuasive discourse enunciation in marketing, and its evolution through time. The period of analysis defined were the last four decades, which are extremely important to understand the establishment of the contemporary Brazilian marketing environment. The main focus of the investigation was imagery as an advertisement composition element, but also its relationship to verbal elements such as the title and text of the print ad. Integrating theoretical foundations from diverse sources, such as semiotics (especially structural linguistics), cognitive psychology (and consumer behavior studies) and specific works on marketing communications, a coding instrument was developed to classify the various dimensions found in print ads. The probabilistic sample included 800 ads published in Veja, the main general interest magazine in the Brazilian market, from issues between 1968 and 2008. The dimensions considered were both quantitative (like the number of words in the title and text and the space given to them; and the number of visual elements and the space allocated to photographs, illustrations and mixed techniques) and of a qualitative nature, i.e., a classification of the ads according to presumed elaboration routes (central or peripheral), themes used (informative, behavioral or symbolic), enunciatee manipulation strategies (temptation, seduction, intimidation or provocation) and fundamental valorizations implicit in the discourse enunciation (practical, critical, utopian or ludic). It is, therefore, a descriptiveconclusive research using a combination of content analysis with semiotic strategies to address the phenomena under scrutiny. The core assumption of the study confirmed by the testing of the various proposed hypotheses was the occurrence of an increase in imagery use in print advertisement during the period, with a corresponding decrease in the number of text words. Besides, the use of bivariate and multivariate statistical techniques supplied evidence to conclude that images have been gaining new rhetorical functions, going from support to verbal elements to a more predominant function of sustaining persuasive discourse. As additional findings, also relevant to understand marketing communications phenomena, are the increase in the use of mixed techniques and the transfer of communicative functions from the body text to the ad title. Besides supplying an objective analytical tool to investigate persuasive statements, the study also offers contributions for management as it provides a framework of the evolution of discourses used by advertisers in their campaigns, thus allowing for comparison of the strategies utilized.

Master’s thesis deals with the proposal of communication mix for start-up company. This proposals is based on theoretical knowledge of marketing, marketing communications as well as the analysis from the study of external and internal factors of the company. The aim of this thesis is to create a communication mix for a new start-up company and proposal of appropriate communication tools for the entry of start-up company to the market.

The purpose of this diploma thesis is to propose solutions which will lead to improvement of the communication mix as well as to an increase in the number of atendees of the dance festival. The theoretical part introduces the fundamental terms, related to the communication mix, and the latest trends as well. The analytical part consists of the processed analyses and the questionnaire enquiry. On the basis of information obtained in the theoretical part, individual solution proposals are derived from the analyses and the questionnaire enquiry.

Submitted in fulfillment of the requirements for the degree Master of Management Sciences (Marketing), Durban University of Technology, Durban, South Africa, 2017. / Marketing higher education is a growing field of expertise in many developing countries. However, little research has been done on marketing Technical Vocational Education and Training (TVET) Colleges in South Africa. Evidence suggests that it may suffer from a lack of expertise to provide direction to the practical aspects of marketing TVET Colleges. Most of the marketing practices of Higher Education are underdeveloped and lack a strategic focus when it comes to Technical Vocational Education and Training (TVET). For TVET Colleges marketing communication plays an important role in students’ recruitment. The aim of this study is to analyse the influence of marketing communication towards students’ decisions to enrol at Technical Vocational Education and Training Colleges (TVET). The objectives of this study is to determine factors that influence students in the selection of a TVET College. Additionally, the study strives to identify students’ perceptions towards TEVT Colleges, and investigate marketing communication practices that contributes toward improving students’ perceptions at TVET. The study was conducted in KwaZulu-Natal where the targeted TVET colleges are based. This is a quantitative, descriptive, and cross-sectional study conducted among a sample of 400 TVET College students. Data was analyzed using SPSS. The results of this study reveal the need for marketing communication in TVET Colleges to be addressed urgently in order to improve public perception and enrolment rates at TVET Colleges. Both students and TVET Colleges will benefit from the study because marketing and communication as a source of information will assist when selecting a college of choice. In addition, this will also assist TVET Colleges in the selection of appropriate marketing communication media to enable proper allocation of marketing budget and resources The findings of this study will then act as guidelines to determine a more appropriate marketing communication strategy to improve the public perceptions of TVET Colleges to make TVET Colleges a students’ first choice. / M

The aim of this thesis is to recommend communication practices drawn from the analysis of the ICT organization and its marketing communication activities. The subsequent objective is to examine ICT market since 90's and to identify its future growth. The thesis studies the specifics of marketing communication whiten the B2B field. The first part appraises B2B market as such which is then compared with B2C market. Additionally, the work introduces communication activities employed to the Czech market place. It mostly considers the advertising, sales support, promotion, direct marketing, sponsorship and event marketing, personal sale, trade shows, exhibitions and digital media. The practical part assesses the given ICT organization and its leading competition. This part also evaluates the characteristics of ICT market in Czech Republic. The mapping and analysis of ICT market in Czech Republic was underpinned by the primary qualitative research. The final part evaluates the communication activities of chosen company. It then concludes with the potential practical recommendations drawn from the analysis results.

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.

A significant amount of pharmaceutical marketing literature is available. Most of this marketing has doctors, physicians and specialists as main target audience due to the fact that, historically, these medical professionals were the main pharmaceutical purchase decision makers. Pharmaceutical marketing literature has, historically, also been biased towards the private health sector for obvious reasons as the private health sector constitutes the minority of the pharmaceutical market but with a significantly enormous purchasing power than the public healthcare market, constituting the biggest pharmaceutical market in numbers. It is not surprising therefore that majority of pharmaceutical marketing models have been tailor made for the private healthcare market as the growing number of pharmaceutical companies compete for a piece of the small but extremely profitable private healthcare market. South Africa is no exception as it reflects exactly the same pharmaceutical landscape as described above. For growth purposes, pharmaceutical companies have been showing a continued interest in the public healthcare market in Africa as the vast numbers of the African population present an opportunity for pharmaceutical sales. The inspiration of this research study emanated from the realisation that, in order for pharmaceutical companies to take advantage of the looming African opportunity, there is very little literature on pharmaceutical marketing in the public health sector of which majority of the African market constitutes. This study therefore investigates the impact of marketing communication mix elements on pharmaceutical purchasing decisions for pharmaceuticals in the public health sector in South Africa. Personal selling, public relations and promotions are the marketing communications mix elements being investigated in this study as they are the most commonly utilised in the pharmaceutical industry. Therefore, the study aims to develop an understanding on which of the chosen marketing communications mix elements has the most influence on the pharmaceutical purchasing decisions in the context of the public health sector in South Africa. The study also aims to explore the causal effects of such influences in the public health sector in South Africa. The findings will be valuable to pharmaceutical marketers that are trying to tap in the public health sector market as it is different from the private health sector. The study employs more qualitative approach. A small sample was utilised from the public health sector in the Eastern Cape Province in South Africa. Semi structured interviews were used to collect data which was analysed using grounded theory data analysis methodology. Empirical results revealed that personal selling influences pharmaceutical purchasing decision the most and promotions the least. Mitigating factors were uncovered to assist in optimising the marketing communication efforts for marketers in this sector.

The work focuses on the analysis of the marketing activity of the both companies emphasizing the communication mix. The theoretical part is dedicated to the marketing mix, its components and its application for the global and local company. Mill's theory of the comparative research closes this chapter. The practical part aims at the communication mix development in both companies from 2001 until 2009 and it finishes with the Mill's theory of agreement, where all of the attributes obtained during the mentioned period are applied to praxis. The last part declares the comparison of the particular elements.

Diploma thesis "Sensory and emotional marketing" deals with engagement of sensory stimulations and try to clarify their meaning in commercial communication. It approaches this issue for which struggles to create a theoretical background. Emphasis is placed on the use of sensory stimuli, both within the various communication products or services, but also multiple-sensory involvement in the brand communication. After defining the basic concepts of marketing and brand management, the work is fully focused on the consumer and his behavior in the shopping environment. It also brings to the multiple-sensory communication as an opportunity, through which companies can gain a competitive advantage in the market. On the basis of practical examples there is demonstrated the effectiveness of the involvement of multiple sensory stimuli toward consumers. The final text is devoted an investigation, that was as part of this work done, and produces results revealing the importance of individual factors, focusing on selection of coffee and cafes.