Nearly 80 years earlier, Henry Ford advised during the 1930 depression that: "A
man who stops advertising to save money is like a man who stops a clock to save
time". The purposes of this case study was to determine whether legal firms have
taken cognisance of these wise words and have refrained from cutting back on
expenses, and more particularly its promotional budget expenses during a down
turning economy.
It was discovered that, like nearly 80 years ago, costs today is still an important
issue when considering and exploreing promotional opportunities. Small legal
organisations have in general indicated that cost effectiveness is an important
factor to take into consideration when deciding which type of promotion to explore.
A further prerequisite was that the promotion should be target market orientated
and effective. Interestingly enough, more than 60% of the sample organisations
have failed to analyse their target market before commencing with any type of
promotion. This immediately raised the question whether costs have not been
wasted on wrong promotional efforts, rather than costs being an issue when
considering promotion?
It was concluded that small legal organisations have failed to properly analyse their
target market and hence was unaware of their client?s needs. Various types of
promotion were undertaken by the organisation, but in many instances were
ineffective and costly. Should organisations have properly analysed their target
markets they would have been in a better position to select an effective and less
costly type of promotion.
Limited recommendations were made in an attempt to assist small legal
organisations to firstly analyse their target market which will result in more cost
effective marketing and will enable them to address the needs of their target market
directly. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.
| Identifer | oai:union.ndltd.org:NWUBOLOKA1/oai:dspace.nwu.ac.za:10394/4471 |
| Date | January 2010 |
| Creators | Richards, Johannes Douglas |
| Publisher | North-West University |
| Source Sets | North-West University |
| Detected Language | English |
| Type | Thesis |
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