Communitas

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Communitas is a nationally-accredited academic journal publishing scientific articles in the context of Community Communication, Information Impact and related disciplines. The primary aim is the promotion of a better understanding of communication-related issues which affect all South African communities.

Alternative title(s): Journal for Community Communication and Information Impact | Joernaal vir Gemeenskapskommunikasie en Inligtingsimpak

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ISSN 2415-0525 (Online), ISSN 1023-0556 (Print)

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Browsing Communitas by Subject "Advertising"

Now showing 1 - 4 of 4
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    How Koo beat Coke: building a brand narrative versus traditional advertising
    (Department of Communication Science, University of the Free State, 2015) Irwin, Ronald
    The 2011 annual top brand survey, conducted by Sunday Times in South Africa, provided a representative cross-section of 33 brands from various categories in the general consumer space, and 13 in the business landscape. The overall favourite brand in South Africa in that year was Koo, owned by Tiger Brands in South Africa. This brand, which has a relatively small advertising budget, was a surprise winner in the category that had been dominated by brands such as Coca‑Cola and KFC. These brands spent far more on advertising to a lesser effect than Koo, a significantly smaller company. Koo had in fact spent R12 million on advertising versus Coke’s R193 million, yet Koo’s final ranking was the highest of all brands surveyed. The brand’s relatively simple outdoor marketing as well as the Mama Koo Radio Hour, a daily radio show featuring the various dishes homemakers can cook using Koo products, helped bring the brand to all South Africans and eclipsed its larger American-based rivals. This article considers the Koo example as illustrative of the power of simple, traditional advertising in the multi-modal context.
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    Out-of-home advertising media: theoretical and industry perspectives
    (Department of Communication Science, University of the Free State, 2014) Van der Waldt, D. L. R.; Roux, A. T.
    Out-of-home (OOH) advertising media traditionally have not accounted for a large share of advertising budgets, but overall expenditure has grown considerably in recent years. Due to the transformation of the OOH advertising media landscape, and the diversity and ubiquitous nature of these media, there seem to be a discrepancy between the views of academic and industry experts on exactly what constitutes contemporary OOH advertising media. This article addresses the identified academic-practitioner divide by presenting both sides of the coin. An integrative review of OOH advertising media taxonomies in prominent academic sources, as well as specialists’ industry publications from Canada, South Africa, America, Australia, Ireland and the United Kingdom, was conducted. This resulted in a new conceptualisation of four key platforms for a contemporary OOH advertising media classification framework: outdoor advertising, transit media advertising, street-and-retail-furniture advertising, and digital and ambient OOH media. Clear direction for future research was given, specifically testing the proposed conceptualisation, the impact of OOH audience environments and mood on message delivery, and digital OOH advertising as one of the fastest growing media types.
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    Perceptions of advergaming as an advertising tool in South Africa
    (Department of Communication Science, University of the Free State, 2012) Wright, Bianca
    The use of games to communicate messages is not new; however the evolution of the digital environment has opened up opportunities for brand communicators to use games as a means to communicate with audiences in ways that were previously impossible. In South Africa, so-called advergaming currently does not reach a mass audience because of the low number of Internet users and the high cost of Internet access. However, as a brand communication tool, advergaming has the potential to be used as a viral marketing tactic. The article analyses the perceptions of advertising agencies about the use of advergaming in the South African context.
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    Radio en geïntegreerde bemarkingskommunikasie: kritiese vraagstukke
    (University of the Free State, 2003) Boshoff-Jansen, Jeannette; Mulder, Dalme
    Radio stations cannot only pay attention to their on-air product and presume that it will ensure the desired listenership figures and optimal advertisers. Radio stations that want to be successful - as a radio station and as a business - have to make use of an integrated marketing communications approach. In this article, the authors examine the extent of integrated marketing communications per se, as well as the indispensable role of integrated marketing communications within the realm of broadcast media. The authors conclude by identifying certain questions that radio stations could ask to investigate which defects and/or deficiencies exist in their stations' marketing communications. The answers generated from these questions could guide a radio station towards establishing an effective integrated marketing communication strategy.