The case for ‘face-time’ in a computer-mediated global economy

Abstract

The structuring of marketing and communication management within key organisations in South Africa is changing. These changes are affecting the relationship between marketing and communication practitioners, as well as the key tasks they are responsible for within the organisation. Globally, companies are downsizing, restructuring and eliminating hierarchy. This article investigates how key South African companies have responded to these changes, by looking at how the marketing and communication functions are structured within the organisation. Marketing and communication managers from top South African companies were interviewed telephonically. Findings from the study indicate that the two functions are progressively moving towards an integrated approach. However, a commonly agreed organisational structure is still not pervasive. Each organisation structured the marketing and communication functions differently, and various perspectives existed on the key tasks of both marketing and communication managers. From these findings, it is evident that the relationship between marketing and communication, as well as the role and tasks of marketing and communication managers, is still very diverse in the South African context.     

A classification framework for out-of-home advertising media in South Africa

Abstract

Out-of-home (OOH) advertising media have expanded worldwide and the shape and format of these media globally, as well as in South Africa, have changed considerably. Until recently, the OOH advertising media landscape consisted primarily of outdoor advertising or billboards reaching vehicular traffic, but now has expanded to include a wide range of OOH advertising media types which aim to reach a mobile audience wherever they live, work, play, drive, shop or commute. Currently there is no coherent contemporary framework to compare and select the most effective media options to reach a selected target market in a specific OOH audience environment. This article draws from academic and practitioner sources to propose a classification framework for OOH advertising media in South Africa comprising four major platforms: outdoor advertising, transit media advertising, street-and-retail furniture advertising, and digital and ambient OOH media channels. The framework serves to inform marketers of viable and cost-effective traditional and contemporary OOH advertising media options. It also indicates what platforms are appropriate to reach specific audiences effectively in a variety of environments outside their homes. This is the first framework of its kind for the South African context that offers an orderly, integrated basis for future research.     

Strategies moulding brand reputation building in the early 21st century

Abstract

Since the mid-1990s, the changing political, economic and social environment and globalisation have contributed to change business behaviour in South Africa. Nowadays, business strategies are built alongside sustainable business goals, with renewed emphasis on quality and brand reputation management. Business intelligence (BI) systems and research demand show clear emphasis on customer brand franchising and brand citizenship in particular. Brands are no longer used only as marketing communication tools. Nowadays, brand companies seem well aware of stakeholders’ concerns with non-financial business aspects and are responding through re-branding, improved customer relations and good corporate citizenship behaviour. Consequently, direct customer feedback via customer satisfaction and franchise-building research, as well as corporate citizenship image and perception surveys have emerged as key research tools that generate business intelligence used to build and protect company reputation. The way in which contemporary research designs are constructed to guide reputation building and protection, and how these inputs are used to guide business reputation strategies form the core of this article. The discussion reveals that corporate reputation and brand management functions are increasingly being synchronised in support of customer-based brand equity, customer franchise and reputation building. This suggests substantial communality between the management functions relating to corporate reputation and branding. Corporate branding and reputation are anticipated to evolve as a core business strategy aimed at building and protecting corporate identity and image. To meet this endeavour, companies will continue to brand their identity and image and create brand awareness and customer relations to enable stakeholders to differentiate company products, services and features from competitor offerings, but will simultaneously strive to enhance customer loyalty. Customer care and ethical behaviour will probably lead the thrust in creating positive corporate reputation. As long as corporate reputation building and branding are pursued, the demand for business intelligence information related to these topics will remain a priority and will guide future marketing and communication strategies in building and protecting corporate reputation.     

Using Big Data and Algorithms to Determine the Effect of Geographically Targeted Advertising on Vote Intention: Evidence From the 2012 U.S. Presidential Election

We develop a new conceptualization of political advertising effects by looking at the effect of the marginal advertising dollar during the heat of presidential campaigns. We argue that in contrast to other studies investigating effects of political ads, our approach is more apt to capture the natural environment in which political ads are encountered during a presidential campaign. We focus on the intense inundation of political ads voters are confronted with in swing states in the weeks leading up to the presidential election, and argue that it is unclear a priori whether we should expect advertising to affect vote intention in that critical circumstance. We empirically validate this hypothesis using a trove of data from the 2012 campaign: daily polling in media markets around the country, detailed data on all registered voters in the country, all TV advertisements by market and exact airtime, and the entire Twitter corpus. We find that neither overall increases in advertising spending nor partisan imbalances in spending expanded the candidates’ electorate. In fact, total Designated Market Area (DMA)-level spending significantly moderates a negative relationship between spending advantages and advantages in vote intention, suggesting a boomerang effect of additional spending late in the campaign. In closing, we discuss the ramifications of our findings for future research, and stress the importance of research tracking advertising effects.     

A theoretical framework for the online consumer response process The article is based on Janette Hanekom's Master's dissertation entitled A theoretical framework for the online consumer response process,Department of Communication Science,Unisa, April 2007.

Abstract

This article describes the foundation and development of a theoretical framework for the online consumer response process. It is based on theoretical criteria for web-based commercial communication and the online consumer response process. Central to this article is the development of the concept of web-based commercial communication. This includes all advertising, marketing communication, public relations and promotional messages on the World Wide Web which are intended to move the consumer through certain response phases to the point of purchasing or proceeding to any other type of action; the identification of the marketing communication paradigm shift from offline to online; and the comparison between online and traditional mass media audience characteristics. A theoretical conceptualisation of the online consumer response process is undertaken and an analysis of consumer response models and the theory of the general consumer response process is performed. This article is a theoretical exploration of the phenomenon of ‘online consumer response’ and the proposed theoretical framework is intended to address the dearth of literature on the topic.     

Web-based communication: the need for more valuable on-line information

Abstract

Numerous studies about the Internet have already been conducted or are in the process of being conducted. However, after several years there still is no clear understanding of what form Web-based or on-line communication should take to make it really valuable to the consumer.

The contribution of this article is its attempt to address the current contents of Web-based communication and to provide some ideas with regard to the shortcomings in this regard. It addresses the impact of the Internet on the South African society, the Internet as a new communication medium as well as its effect on organisational communication. It also argues that an on-line presence is no longer enough and that online customers want more value in terms of their online experience.

Although Web-based communication has become an integral part of many organisational practices, traditional communication channels or media will not necessarily become obsolete. The Internet is a new communication medium with much potential and can eliminate problems associated with traditional media and channels.

Web-based communication has become a powerful new means of communication in South Africa. Information has become more accessible, more affordable as well as more manageable to both individuals and organisations and has in the process also empowered South African society with more knowledge. However, new technologies are not only concerned with the availability of new communication channels, but also with the development of new credible communication messages for successful communication.

Web-based communication is a more complex task and requires a much more skillful approach to be successful than is the general belief among communication practitioners. After the initial rush to obtain an on-line organisational presence, organisations are currently concerned with the effective integration of the Internet into their traditional marketing communication mix. Marketers, public relations practitioners and advertisers today benefit from the advantages of Web-based communication in conjunction with traditional media. However, even though it is clear that the Internet has an impact on organisational communication (integration), it is less obvious what form on-line information should take to make it really valuable to the consumer.     

Examining Commuters’ Cognitive Responses to Minibus Taxi Advertising

Abstract

Limited scholarly studies have been conducted on transit advertising in general, but even more so in South Africa. The purpose of the current study was to examine commuters’ cognitive responses to minibus taxi advertising by measuring their: (1) noting of minibus taxi advertising; and (2) recall of elements in minibus taxi advertisements. A survey was administered by trained fieldworkers to a quota-based sample of 398 regular minibus taxi commuters at a major taxi rank in Mbombela, Mpumalanga, South Africa. The results revealed that minibus taxi advertising has the potential to attract commuters’ attention, since the vast majority of the respondents regularly note advertisements on passing minibus taxis. The findings also revealed that some sub-groups in the sample demonstrated different cognitive responses. It was furthermore found that the commuting respondents typically recalled visual cues, colours and branding elements of minibus taxi advertising. The unique contribution of the study is that it is one of the first to examine the effectiveness of minibus taxi advertising media on a cognitive level. Thus, from an industry perspective, the study can guide marketers, advertisers and managers in grasping minibus taxi advertising in order to make more effective use of this unique out-of-home (OOH) advertising media platform for their advertising purposes.     

The importance of IMC in dealing with negative,nongenerated publicity in the organisation

SUMMARY

This article addresses the implications of the absence of an IMC (integrated marketing communication) approach to negative nongenerated publicity by referring to two cases experienced at the University of South Africa (Unisa).

The article takes, as its point of departure, the emergence of the IMC approach and the position of publicity in the marketing communication mix, and concentrates on nongenerated publicity in that this has always been problematic for organisations due to its uncontrollable nature. This article proposes that an IMC approach can be used in overcoming the obstacle of negative, nongenerated publicity in organisations in that it allows better control of such publicity through application of specific criteria.

In conclusion, the author proposes that negative nongenerated publicity should be dealt with by using an IMC approach as part of the organisation's strategic marketing plan.     

Die bindende rol van die nasionale pers in die Suid-Afrikaanse samelewing

SUMMARY

Although “science” involves both theory and practice the significance of theory is often questioned in the field of communication studies. Some practitioners, for example, maintain that they need very little, if any, theory since their publics demand “results” and are not interested in theoretical debates. In similar vein it is argued that university students do not know how “to do the job” when they enter the field of communication practice. This article sets out to clarify some of the misunderstandings concerning the nature and role of theory in scientific practice and to show the need for a better understanding and closer cooperation between theorists and practitioners. Apart from suggesting a useful definition of theory for the purposes of the discussion, some common misconceptions concerning theory are addressed. It is argued that communicologists will only succeed in playing a meaningful role in a new South Africa if theorists and practitioners critically assess their own as well as each other's contributions and actively seek ways to cooperate in addressing critical issues in communication within the South African context. The article concludes with a discussion of some pressing problems currently experienced in the teaching of communication theory and offers some guidelines for selecting and presenting theory curricula relevant to communication and communication practice within the changing South African context.     

Firestorm Response: Managing Brand Reputation during an nWOM Firestorm by Responding to Online Complaints Individually or as a Cluster

ABSTRACT

This study provides evidence of how marketers should respond to a sudden discharge of negative word-of-mouth (nWOM) communication that spreads rapidly across social media platforms, known as an online “firestorm.” The study aimed to determine whether a company’s response policy during an online firestorm influenced their brand reputation among observers of the firestorm. An experiment offered three different company approaches to the firestorm. The study used a conclusive quantitative design by manipulating independent variables in a controlled environment in order to infer causality through an online survey to 300 participants. The study shows that when faced with the option of replying to a cluster of complaints or each individual complaint, a more positive brand reputation is engendered through individual replies. While research in digital marketing has progressed to provide companies with strategies to use digital platforms as a marketing tool, the negative side of social media—in this case online firestorms—is still largely left unattended. Addressing the direct issue of how to respond to online firestorms is therefore of significant relevance to marketing practitioners and academics.     

Exploring the perceived influence of South African adolescents on product purchases by family communication type

Abstract

This article investigates the effect of family communication types on the perceived purchase influence of South African adolescents (13–18 years) across 34 product groups. The research builds on previous research in developed countries such as America and Israel, but represents only one of a few in a developing country such as South Africa that integrates family communication and consumer purchase behaviour theory. The article shows statistically significant differences in the perceived purchase influence of adolescents by family communication type for 13 of the 34 product groups investigated. From the inferential statistical analyses presented in the article, it is evident that the influence of adolescents in pluralistic families is far greater than in consensual, protective or laissez-faire families. This implies that adolescents’ influence in product purchases is likely to be greater as family communication becomes more open, and as unconstrained discussions on a wide range of topics with all family members are encouraged. This finding is particularly evident in the purchase of children's products (toys, clothing and footwear), family activities (take-away meals, snacks and outside entertainment), children's educational products/services (courses and schools), watches and personal jewellery, cosmetics, cell phones, reading matter, and gymnasiums, health, sport and social clubs. The outcome of the research indicates that the influence of South African adolescents has broadened and is no longer only relevant to children's products. This strengthening influence of children on product choices of South African families has clear implications for marketers who need to target this market segment. Knowledge of family communication patterns and how these impact on children's influence in actual product purchases presents a valuable opportunity for marketers to develop effective future marketing segmentation and communication strategies.     

Decoding Western Festive Season Symbols and Rituals in Marketing Messages: A Bottom of the Pyramid Consumer Study in South Africa

Abstract

This study explored the communication of marketing messages containing traditional, Western festive season symbols and rituals. Specifically, the research sought to understand the decoding of such messages portraying festive season symbols (like Santa Claus and Christmas trees) and rituals, by Afrocentric bottom of the pyramid (BOP) consumers. This qualitative study involved interviews with thirty-one participants in two metropolitan areas in South Africa. The study used a combination of semi-structured interview questions and treatments of two South African television advertisements and two newspaper advertisements depicting Western festive season symbols and rituals. The study revealed a broadly positive sentiment towards the festive season, where festive season activities allow participants to implement their Afrocentric cultural values of unity and collective responsibility. Findings also show that Afrocentric cultural values do affect the decoding of these marketing messages. There was also a variety of responses to marketing messages displaying the symbols of Christmas trees and Santa Claus, which were not common in BOP consumer households. The key recommendation highlighted by this study is that marketing messages communicated to South African BOP consumers should also consider Afrocentric values of unity and collective responsibility.     

Building brands through alternative brand contact communications

Abstract

For many customers and consumers, the brand ‘is the product’. Managers and marketing specialists therefore consider branding as a key strategic tool used to create awareness, reputation and build the organisation's image. The brand image results from contacts that stem from both the marketing and communications domains. To develop a synergistic brand identity all levels of consumer interaction or contact with the brand must be addressed and not only those delivered through planned marketing communications efforts. The purpose of this article is to provide an overview of the theory underlying the perceived nature and role of alternative brand communication contacts, within the context of the outside-in integrated brand contact approach in the South African marketing and communications industry. Certain propositions will be formulated to serve as stimuli that can be used to critically assess the inclusion of alternative brand communications techniques as an extra function of Integrated Marketing Communications (IMC). Suggestions for future research will be offered.

Vir baie verbruikers en kliënte is die handelsmerk die ‘produk’. Bestuurders en spesialiste in bemarking beskou die handelsmerk dus as 'n kern strategiese wapen wat aangewend word om bewuswording en reputasie te bou en die organisasie se beeld te vestig. Die handelsmerkbeeld het sy oorsprong in kontak wat uit beide die bemarkings- en kommunikasiedomeine voortvloei. Die ontwikkeling van die handelsmerkidentiteit op 'n sinergistiese wyse vereis dat alle vlakke van kontak en interaksie met die handelsmerk aangespreek word. Die doel van hierdie artikel is om 'n oorsig te gee van die teorie wat die aard en rol van alternatiewe handelsmerk kommunikasie-kontakte, in die konteks van die uitwaartse-in, geïntegreerde handelsmerk kommunikasie in die Suid Afrikaanse bemarkings- en kommunikasie-industrie, onderlê.     

Linkedin Users’ Self-Brand Congruence,Attitudes and Social Media Use Integration

This article describes a sample of LinkedIn users in South Africa. The main purpose of the study reported on was to compile a consumer profile of LinkedIn users based on several measures (e.g. usage behaviour, self- and brand-personality traits and attitudes towards the LinkedIn brand). The study contributes to the literature by including users’ personality traits, perceived brand-personality traits, self-brand congruence (SBC) and social media use integration (SMUI) in the investigation. Self-congruity theory was used as a basis to examine SBC in the LinkedIn context. The study entailed a cross-sectional quantitative design using a survey of LinkedIn users in Gauteng, the economic hub of South Africa. The primary results indicated that despite low usage patterns, users’ SBC is high and their attitudes towards the LinkedIn brand are positive. SMUI is not prevalent, yet it correlates positively with brand attitude.     

广西企业开拓东盟市场的营销对策分析

经过努力,东盟已连续多年成为广西最大的贸易伙伴。随着中国-东盟自由贸易区构建进程加快,中国-东盟博览会自2004年起每年都在广西南宁举行,这为广西企业拓展东盟市场提供了新的机遇。在这样的背景下,我们有必要分析广西企业在拓展东盟市场过程中面临的优势和遇到的困难,提出具有针对性的对策措施,才能进一步开拓东盟市场。     

THE PROOF IS IN THE PUDDING: (RE)CONSIDERING THE EXCELLENCE OF ACTIVISM IN THE SOUTH AFRICAN MINING INDUSTRY

ABSTRACT

One of the greatest changes organisations in South Africa experienced through the country's democratisation is the introduction of ‘legitimate’ activism in organisational settings. Organisational communication literature – specifically as manifest in the excellence theory – compounded this through views on the potentially positive impact activism could have on organisations by ‘pushing’ them beyond equilibrium to a state of dynamic equilibrium – mediated through strategic and effectual communication. This view, however, is somewhat fouled by occurrences such as those at Marikana, and concomitant strikes in the country's platinum industry, which have held the economy ‘captive’ in various ways. Organisations – especially the mining industry – need to ask ‘How much activism is too much activism?’ and organisational communication practitioners need to introspectively consider whether this theoretical contribution should not perhaps have come with greater guidance in terms of the chary (if not restrained) implementation of this potentially positive, yet almost insidiously dangerous, communicative feature. this article aims to explore activism in the mining industry of South Africa, specifically from the vantage points of industry heads, as it concerns the changed communicative landscape in this industry post-marikana. to this end, the article will report on seven qualitative, semi- structured interviews – along with existing literature on the topic – as it offers up six considerations in applying the aspect of excellence and ‘positive activism’ within organisations in South Africa's mining industry.     

Communication technology and development: can South Africa afford the information explosion?

ABSTRACT

Weare living in a world where the availability of information can make you, or the lack of it can break you. The 'information explosion', as it is sometimes called, has already changed our lives. How this affects us, and changes our environment, our economy and our lives is a fascinating issue. But does it affect everyone? Is there a possibility that some communities can be left in the dark without the availability of these masses of information?

In South Africa some major changes are taking place at the moment. It could be argued that while South Africa tries to erase the remains of apartheid and rebuild the country, the rest of the world has 'quietly' moved into the information age. A development problem in South Africa concerns the disparities among the different communities. There is still a significant difference between the information-rich, a small minority, and the information-poor, the majority of the population.

This article first describes the situation in South Africa with regard to Internet availability and accessibility and secondly gives a broad overview of the theoretical assumptions underlying computer-mediated communication from a communication sciences perspective. In conclusion, specific questions on the topic for future research in communication sciences are proposed in general and applied to conditions in South Africa as a developing country.     

Santam and Nando's: An advertising narrative of local humour,local conflict,local co-branding

ABSTRACT

In 2011 South African short term insurer Santam (Santam Ltd.) put in place an advertising initiative that illustrates the power of a humorous brand narrative effected in conjunction with another brand. In this case, it is the South African arm of Nando's (Nando's Chickenland Ltd.), a fast food restaurant chain specialising in Portuguese-themed chicken dishes that rely heavily on peri-peri spices. The two well-known brands aired a series of five commercials on television and the Internet, trading good-humoured jibes centred around the value proposition of each company's offering. The resultant rise in social media viewership and consumer engagement was notable and illustrates the efficacy of a cobranded narrative run over numerous media platforms; in this case radio, television, social media, print and the Internet.     

Technology Firms Shape Political Communication: The Work of Microsoft,Facebook, Twitter,and Google With Campaigns During the 2016 U.S. Presidential Cycle

This article offers the first analysis of the role that technology companies, specifically Facebook, Twitter, Microsoft, and Google, play in shaping the political communication of electoral campaigns in the United States. We offer an empirical analysis of the work technology firms do around electoral politics through interviews with staffers at these firms and digital and social media directors of 2016 U.S. presidential primary and general election campaigns, in addition to field observations at the 2016 Democratic National Convention. We find that technology firms are motivated to work in the political space for marketing, advertising revenue, and relationship-building in the service of lobbying efforts. To facilitate this, these firms have developed organizational structures and staffing patterns that accord with the partisan nature of American politics. Furthermore, Facebook, Twitter, and Google go beyond promoting their services and facilitating digital advertising buys, actively shaping campaign communication through their close collaboration with political staffers. We show how representatives at these firms serve as quasi-digital consultants to campaigns, shaping digital strategy, content, and execution. Given this, we argue that political communication scholars need to consider social media firms as more active agents in political processes than previously appreciated in the literature.