A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing 2016 / The purpose of this research was to identify the effectiveness of branded content integration as a marketing and communication strategy. The main objective was to find out whether the branded content integration in soap operas had an effect on consumer attitudes and purchase intent. A quantitative experiment was designed for the study using customers that watch TV soap operas and those who do not watch soap operas. A total of 150 respondents were used for the experiment. The data was analysed using a Chi Squared test to accept or reject the hypothesis. The findings of the study revealed that branded content integration has a positive influence when characters of a soap opera use a brand familiar to the viewers. The implications of the results of the study are that marketers are able to use branded content to create a positive change in consumer attitudes and to drive purchase intent. Using branded content integration as a marketing communication tool in soap operas can have a positive impact on how messaging is displayed. / GR2018

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Thesis (M.A. (African Languages)) -- University of the North, 2001 / Refer to the document

Thesis (M.S.)--West Virginia University, 2003. / Title from document title page. Document formatted into pages; contains iii, 64 p. Includes abstract. Includes bibliographical references (p. 62-64).

Advertising to children has received regular focus since 1961, yet it remains a controversial topic. When people speak about advertising to children, they are frequently discussing food advertising. Recent concerns about food, nutrition and an increase in childhood obesity have resulted in a resurgence of interest towards advertising to children. Many factors contribute to the rise in childhood obesity; and advertising of unhealthy food to children has been recognised as one such factor. Advertising to children is fraught with ethical concerns. Children are considered to be vulnerable and susceptible to the influence of television advertising, since they do not possess the cognitive ability to comprehend or evaluate the advertisements they enjoy watching. Although there is ample research regarding the advertising of food to children, research on how parents perceive the impact of television food advertising on their children?s food preferences, as well as the overall level of parental concern with regard to this issue is limited. This study, aimed at exploring South African parents' perceptions of television food advertising to children, is in context of the widespread concern about TV food advertising, the increasing incident of obesity among children and a number of initiatives in other countries to limit children?s exposure to food advertising. A literature review was undertaken, which gave rise to the identification of the problem statement and objectives. Following the literature review, an empirical study was conducted with the aid of a questionnaire, as measuring instrument, to identify parents' perceptions of TV food advertising to children, in particular, parents with children aged between 3 and 14 years. The empirical study was conducted at a crèche in Vanderbijlpark, South Africa. The empirical research conducted for this study revealed that parents perceive it to be unacceptable for food to be advertised to children during their TV-viewing hours, in particular unhealthy food, and that advertising does influence their children's food preferences and eating habits. Parents believe that although regulations exist, these are ineffective in protecting children against advertisers. Furthermore, although parents are not in favour of banning all food advertising to children, they would like to see a reduction of food advertising to children and stronger restrictions being applied to TV food advertising during children?s viewing hours. As an outcome of the parents being exposed to the survey questionnaire, their awareness to the topic will be a lot greater than before. It would be interesting to see if those parents' perceptions have changed as a result of the heightened awareness and therefore it is recommended that the survey be repeated on the same parents within the next year. Furthermore, since the results obtained from this study is a representation of the perceptions of the parents from the geographical area of Vanderbijlpark, South Africa; it is recommended that this survey be conducted in other geographical areas around South Africa. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

Advertising to children has received regular focus since 1961, yet it remains a controversial topic. When people speak about advertising to children, they are frequently discussing food advertising. Recent concerns about food, nutrition and an increase in childhood obesity have resulted in a resurgence of interest towards advertising to children. Many factors contribute to the rise in childhood obesity; and advertising of unhealthy food to children has been recognised as one such factor. Advertising to children is fraught with ethical concerns. Children are considered to be vulnerable and susceptible to the influence of television advertising, since they do not possess the cognitive ability to comprehend or evaluate the advertisements they enjoy watching. Although there is ample research regarding the advertising of food to children, research on how parents perceive the impact of television food advertising on their children?s food preferences, as well as the overall level of parental concern with regard to this issue is limited. This study, aimed at exploring South African parents' perceptions of television food advertising to children, is in context of the widespread concern about TV food advertising, the increasing incident of obesity among children and a number of initiatives in other countries to limit children?s exposure to food advertising. A literature review was undertaken, which gave rise to the identification of the problem statement and objectives. Following the literature review, an empirical study was conducted with the aid of a questionnaire, as measuring instrument, to identify parents' perceptions of TV food advertising to children, in particular, parents with children aged between 3 and 14 years. The empirical study was conducted at a crèche in Vanderbijlpark, South Africa. The empirical research conducted for this study revealed that parents perceive it to be unacceptable for food to be advertised to children during their TV-viewing hours, in particular unhealthy food, and that advertising does influence their children's food preferences and eating habits. Parents believe that although regulations exist, these are ineffective in protecting children against advertisers. Furthermore, although parents are not in favour of banning all food advertising to children, they would like to see a reduction of food advertising to children and stronger restrictions being applied to TV food advertising during children?s viewing hours. As an outcome of the parents being exposed to the survey questionnaire, their awareness to the topic will be a lot greater than before. It would be interesting to see if those parents' perceptions have changed as a result of the heightened awareness and therefore it is recommended that the survey be repeated on the same parents within the next year. Furthermore, since the results obtained from this study is a representation of the perceptions of the parents from the geographical area of Vanderbijlpark, South Africa; it is recommended that this survey be conducted in other geographical areas around South Africa. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

Thesis (M.A.)--Eastern Illinois University, 2008. / Includes bibliographical references (leaves 84-95).

Thesis (M.S.)--Rochester Institute of Technology, 2009. / Typescript. Includes bibliographical references (leaves 65-71).

Thesis (Ph. D.)--University of Missouri-Columbia, 1998. / Typescript. Vita. Includes bibliographical references (leaves [121]-137). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 1998. / Typescript. Vita. Includes bibliographical references (leaves [121]-137). Also available on the Internet.