Reklame-agentskappe in Suid-Afrika se hantering van posisioneringsdoelwitte en
-beginsels asook oorredingsbeginsels by die formulering van 'n kreatiewe reklame
strategie is in 'n sensus deur 'n posvraelys ondersoek.
Produkposisionering behels die verbruikerspersepsie van 'n handelsmerk teenoor mededinging.
Persepsie be·invloed die verbruiker se houding teenoor die handelsmerk asook aankoopbesluite.
Reklame kan gebruik word om doelgerig 'n gunstige persepsie van die produk te skep.
Die studie toon dat respondente die belangrikheid van produkposisionering en beeldoordrag
deur reklame beset asook dat handelsmerklojaliteit normaalweg beteken dat produkposisionering
suksesvol was. 'n Positiewe houding teenoor die produk berus op 'n positiewe produkbeeld,
terwyl produkposisionering slegs suksesvol kan wees indien dit aan belangrike persoonlike motiewe
van die verbruiker gekoppel kan word. Die handelsmerkbeeld is moeilik veranderbaar, maar word
deur produkkennis bevorder.
Die kreatiewe strategie behels besluite oar die oorredingsdoelwitte en boodskap
konstruksie. Respondente gebruik byna altyd posisioneringsdoelwitte (oorredings doelwitte) by
reklameveldtogte maar nie noodwendig as formele reklamedoelwitte nie. Die unieke verkoopsaanbod
(USP) en die mededingende posisie word as belangrike kreatiewe riglyne beskou. Bevindinge
toon dat boodskapkonstruksie by die doel gehoor aanklank moet vind deur dit aan die ontvanger se
persoonlike ervaring of aan getuienisse te koppel wat, teen die agtergrond van 'n onkonvensionele
maar geloofwaardige benadering, deurgaans die handelsnaam en uitmuntende kreatiwiteit
beklemtoon.
Emosionele sowel as feitelike inligting is, volgens reklame-agentskappe, vir die oorre ding van
die verbruiker belangrik. Rasionele argumente moet egter deur bewyse en feitelike inligting
ondersteun en met "warmte" gekombineer word. Humor en vrees word as minder belangrik vir oorreding
beskou.
Tekortkomings is bespeur in die evaluering van die kommunikasiesukses van reklame
veldtogte, die monitor van veranderinge in handelsmerkpersepsies en be·invloeding van
verbruikerspersepsies van die mededingers se handelsmerke. Dit word vererger deur
leemtes in inligting oor die ideale handelsmerk (handelsmerkvoorkeur).
Respondente onderskat dikwels verbruikers se leervermoe en persepsie van die aan kooprisiko. Dit
belemmer die begrip van die koppeling tussen die handelsmerk persepsie, houding en
aankoopvoornemens.
Reklame-agentskappe behoort kliente meer te adviseer oor die sinergie van al die
bemarkingsinstrumente by produkposisionering in plaas daarvan om uitsluitlik op die meer visuele
elemente te fokus. / The handling, by South African advertising agencies, of positioning as well as persua
sion objectives and principles in formulating creative advertising strategies was investi
gated in a census by means of a postal survey.
Product positioning entails the consumer's perception of a brand relative to competition.
Perception influences the consumer's attitude towards brands and purchasing deci sions.
Advertising can be used to create a favourable perception of the product.
The study shows that the respondents understand the importance of product posi tioning and
the transfer of image, and that brand loyalty normally reflects successful product positioning. A
positive attitude towards the brand depends on a positive brand image, while product positioning
can only be successful if linked to important personal consumer motives. Brand image is difficult
to change, but is enhanced by product knowledge.
The creative strategy comprises decisions about the persuasion objectives and
message construction. Respondents nearly always use positioning objectives (persuasion
objectives) in advertising campaigns but not necessarily as formal advertising objectives.
The unique selling proposition (USP) and the competitive position are regarded as important
creative guidelines. Findings show that message construction must be appealing to the target
audience by involving the recipient's personal experience or testimonies, emphasising the brand
name and displaying creative excellence against the background of an unconventional
but credible approach.
Emotional as well as factual information are, according to advertising agencies, important
for persuading the consumer. Rational arguments must, however, be sub stantiated by factual
information combined with "warmth". Humour and fear are regarded as minor contributors in
persuasion.
Shortcomings were detected in evaluating communication results of advertising cam
paigns, monitoring of changes in brand perception and influencing the consumer's perception of
competitors' brands. This is aggravated by a lack of information about the ideal brand (brand
preference).
Respondents frequently underestimate the consumer's learning ability and perception of purchase risks. This hampers the understanding of the link between brand percep
tion, attitude and purchase intentions.
Advertising agencies should offer more advice to clients regarding the synergy of all the
marketing instruments in product positioning, instead of focusing exclusively on the more visual
elements. / Business Management / DCom (Sakebesturr)
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:umkn-dsp01.int.unisa.ac.za:10500/15658 |
| Date | 11 1900 |
| Creators | Botha, J. A. R. (Johan Abraham Reinart), 1953- |
| Contributors | Van der Walt, Annamarie, Strydom, J. W. (Johan Wilhelm), 1952- |
| Source Sets | South African National ETD Portal |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 1 volume (various pagings) |
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