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)
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:umkn-dsp01.int.unisa.ac.za:10500/16063 |
| Date | 11 1900 |
| Creators | Smit, Johannes Jacobus |
| Contributors | Botha, J.A.R. |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Dissertation |
| Format | 1 online resource (xi, [16] 194 leaves) |
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