Show simple item record

dc.contributor.authorTheys, Ndojisile
dc.contributor.authorVan Deventer, Andre
dc.contributor.authorMulder, Dalme
dc.date.accessioned2018-04-10T08:10:58Z
dc.date.available2018-04-10T08:10:58Z
dc.date.issued2009
dc.identifier.citationTheys, N., Van Deventer, A., & Mulder, D. (2009). Optimising publicity: towards a theoretical model. Acta Academica, 41(4), 218-244.en_ZA
dc.identifier.issn0587-2405 (print)
dc.identifier.issn2415-0479 (online)
dc.identifier.urihttp://hdl.handle.net/11660/8168
dc.description.abstractEnglish: Generating a continuous presence in the media and targeting mass audiences with predetermined marketing communication messages in the process does not have to be synonymous with large budget allocations and the advertising dimension of integrated marketing communication (IMC) only. Publicity can establish such a media presence with mass audiences without any cost to the organisation. However, this technique of IMC is often neglected and underutilised. A literature review as a non-empirical and qualitative research design was undertaken to develop a theoretical model that can assist marketing communication practitioners in optimising the use of publicity in the marketing communication mix.en_ZA
dc.description.abstractAfrikaans: Die ontwikkeling van ’n deurlopende mediateenwoordigheid en die teikening van massagehore in die proses met voorafbepaalde bemarkingskommunikasieboodskappe hoef nie noodwendig sinoniem te wees met ruim begrotingstoekennings en die uitsluitlike gebruik van reklame as geïntegreerde bemarkingskommunikasietegniek nie. Publisiteit kan so ’n mediateenwoordigheid by massagehore skep sonder dat dit die organisasie ’n sent uit die sak hoef te jaag. Desnieteenstaande word hierdie geïntegreerde bemarkingskommunikasietegniek dikwels verwaarloos en onderbenut. ’n Literatuurstudie as nie-empiriese en kwalitatiewe navorsingsontwerp word onderneem om ’n teoretiese model te ontwikkel wat bemarkingskommunikasiepraktisyns van hulp kan wees om die gebruik van publisiteit binne die bemarkingskommunikasiemengsel te optimaliseer.en_ZA
dc.language.isoenen_ZA
dc.publisherUniversity of the Free Stateen_ZA
dc.subjectPublicityen_ZA
dc.subjectIntegrated marketing communicationen_ZA
dc.subjectMarketing communicationen_ZA
dc.titleOptimising publicity: towards a theoretical modelen_ZA
dc.typeArticleen_ZA
dc.description.versionPublisher's versionen_ZA
dc.rights.holderUniversity of the Free Stateen_ZA


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record