Text in Afrikaans / Dit is belangrik vir bemarkingsorganisasies om die effek van bemarkingsaksies en meer
spesifiek reklame te meet van wee eskalerende koste-oorwegings. Wat die rol van
reklame in verbruikersgedrag betref, is die belewing van of houding-teenoor-reklame
konsepte van sentrale be lang. Aangesien die term bel ewing meer beskrywend is oor die
impak wat advertensies op verbruikers het word hierdie term algemeen gebruik. Hierdie
studie ondersoek die konsep advertensiewaardering en ontleed die invloed daarvan op
advertensiebelewing.
Die kyker-responsprofiel soos deur Schlinger (1979) ontwikkel, word algemeen gebruik
om televisiekykers se houding teenoor televisie-advertensies te meet.
Hierdie studie poog om die toepaslikheid en geldigheid van die kyker-responsprofiel
onder Suid-Afrikaanse televisiekykers te ondersoek. Die navorsingsmetode het uit twee
fases bestaan.
Die eerste fase was meer kwalitatief van aard, en ondersoek kykers se kognitiewe
struktuur van houding teenoor televisie-advertensies. Die teoretiese uitgangspunt tydens
hierdie fase is persoonlike-konstrukteorie. Repertoriumrooster onderhoude is met 50
volwasse televisiekykers (ouer as 16 jaar) uit verskillende taalgroepe gevoer. Daar is bevind dat kykers gemiddeld ses konstrukte gebruik ten einde die waarderingsvlak van
advertensies te bepaal. 313 Konstrukte is in totaal deur die 50 respondente ontlok.
Hierdie konstruke is deur individuele roosterontledings en ooreenkomsanalise tot 'n
aantal konstrukgroepe gereduseer. Beskrywings van konstrukgroepe is aan die hand van
n literatuurnavorsing gedoen. Die konstrukgroepe (tevredenheid, vermaaklikheid,
interessantheid, sosialiteit, duidelikheid, realiteit, tempo en emosialiteit) toon 'n mate van
ooreenstemming met die sewe Schlinger basisfaktore. Die onderliggende indiwiduele
konstrukte wat vermaaklikheid, sosialiteit tempo en interessantheid beskryf, toon hoe
korrelasies met waardering wat daarop dui dat waardering meer as net vermaaklikheid
behels.
Fase twee was meer kwantitatief van aard en het die ontleding van 382
kykerresponsprofiele behels. 'n Faktorontleding van die 32 Schlinger-items het sewe
basisfaktore tot gevolg. Die eerste vyf faktore (vermaaklikheid, verwarring, relevante
nuus, handelsmerkversterking en empatie) beskik oor soortgelyke faktorladings as
faktorontledings wat in die V.S.A. gedoen is. Hierdie bevinding dui daarop dat die
affektiewe belewingstruktuur van televisiekykers in Suid-Afrika grootliks dieselfde is as
kykers in die Verenigde State. Die ander twee faktore (familiariteit en vervreemding) se
ladings verskil van die in die Verenigde State maar hierdie verskille kan gegewe die aard
van die advertensies ( bestaande en nuwe advertensiekonsepte) en die kruiskulturele aard
van Suid-Afrikaanse kykers verklaar word. Die Schlingeritems is statisties beskryf en ontleed deur die rol wat die tipe advertensie (bestaande versus nuwe), produk-kategorie en kulturele teikenmark speel in waardering van advertensies te ondersoeK. Nuwe konsepte is geneig om meer vermaaklik en relevant
te wees. Zulu, Sotho en Xhose kykers is geneig om advertensies as meer positief te
beleef. Kosmetika en medisinale-, korporatiewe- en motoradvertensies is verder minder
vermaaklik as voedsel en handelsadvertensies.
Die Schlingeritems wat advertensiewaardering die beste beskryf en voorspel is bepaal
deur bondelontledings en meerdimensionele verskaling. Daar is gevind dat waardering
die mate waartoe 'n advertensie aan die vermaaklikheids, empatie en relevante nuus
doelwitte voldoen sonder om verwarrend, vervreemdend of oorbekend te wees.
Dit wil voorkom of daar twee dimensies bestaan wat die meeste variansie in
Schlingeritems verklaar naamlik waardering (positief of negatief) en relevansie.
Bondelontleding dui verder daarop dat 'n positiewe persepsie van 'n geadverteerde
handelsmerk kykers ontvanklik maak om meer van 'n advertensie te hou of te waardeer. / It is important that, given escalating cost considerations, marketing organisations
determine the effect that their marketing efforts have. With regard to the role of
advertising m consumer behaviour, attitude towards commercials is of utmost
importance. This study examined the liking of television advertisement concept and
analyses the effect of this concept on attitude towards television advertising.
The viewer response profile as developed by Schlinger (1979) is commonly used to
evaluate viewer's attitude towards television commercials. This study attempted to
investigate the applicability and validity of this instrument amongst South African
television viewers.
The study consisted of two phases. Phase one was more qualitative in nature and
investigated the viewer's cognitive structure of attitude towards television commercials.
The theoretical approach used during this phase was personal construct theory. It was
found that viewers on average use six constructs to evaluate whether they like or dislike
commercials. 313 Constructs were elicited and based on individual grid analyses and
correspondence analysis a reduced number of construct groups was identified. These construct groups ( contentness, entertainment, interesting, sociality, clearness,
reality, emotionality, and tempo) show a measure of similarity to the seven Schlinger
factors or dimensions. The individual constructs, which make up entertainment,
sociality, emotionality, tempo and interesting, show high levels of correlation with
advertisement liking. This finding suggests that advertisement liking involve more than
pure entertainment.
Phase two was more quantitative and consisted of analysing 382 viewer response
profiles. A factor analysis of the 32 items, which make up the viewer response profile,
resulted in seven factors. The first five factors (entertainment, confusion, relevant news,
brand reinforcement and empathy) show similar factor loading to factor analytical studies
done in the United State of America. The other two factors (familiarity and alienation)
show different loading to the United States of America study but these differences could
be explained given the nature of commercials tested (existing commercials and new
commercial concepts) and the cross cultural nature of South African viewers.
The Schlinger items were analysed in greater detail by investigating the role which type
of commercial (existing versus new), product category and cultural target market play in
liking of commercials.
New concepts are proven to be more entertaining, creative and relevant. Zulu and Sotho
viewers are likely to be more positively disposed towards television commercials while
cosmetic, medicine, corporate and motor vehicle commercials are less entertaining than
food and commercial commercials. Those Schlinger items, which best describe and predict commercials liking were
determined by using cluster and multi dimensional scaling techniques.
It is apparent from this analysis that likability is the extent to which the objective of
entertainment, empathy or relevant news is achieved without confusion, alienation or
familiarity. Cluster analysis furthermore suggests that a positive perception of an
advertised brand predispose viewers to higher levels of commercial liking. Multi
dimensional scaling suggest two dimensions explaining most of the Schlinger factor
variance namely liking (positive of negative) and relevance. / Industrial and Organisational Psychology / D. Com. (Bedryfsielkunde)
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/17036 |
| Date | 06 1900 |
| Creators | Joubert, Johan Pierre Retief |
| Contributors | Mauer, K. F. (Karl Fredrick), 1941- |
| Source Sets | South African National ETD Portal |
| Language | Afrikaans |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 1 online resource (ix, 207 leaves) |
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