This study is a qualitative evaluation of generated and nongenerated publicity
using Unisa as a case study over a period of six months. The qualitative data
were quantified through the use of content analysis.
The study takes as its point of departure the importance of an integrated
marketing communication approach. It indicates how an integrated marketing
communication approach can secure that an organisation's publicity efforts
contribute effectively to its marketing objectives. In addition, it indicates that
an organisation can also deal with nongenerated, negative publicity much more
effectively within such an approach.
This study establishes that because Unisa did not adopt an integrated marketing
communication approach, it had a detrimental effect on its efforts to generate
publicity as well as on its efforts to deal with negative publicity. These findings
are discussed in terms of specific criteria for generated and nongenerated
publicity within an integrated marketing communication approach. / Communication Science / M. A. (Communication)
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/17702 |
| Date | 06 1900 |
| Creators | Scriven, Theresea Charmaine |
| Contributors | Du Plessis, Daniel Frederik, 1959- |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Dissertation |
| Format | 1 online resource (10 unnumbered leaves, 273 leaves) |
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