...The effectiveness of advertising through the social media in Gauteng by Thirushen Naidoo 22012893 Dissertation submitted in partial fulfilment of the requirements for the degree Master of Business Administration at the Potchefstroom Campus of the North-West University Supervisor: Prof. C.A. Bischoff November 2011 1 ACKNOWLEDGEMENTS Lord Ganesha, thank you for removing all obstacles in my path to complete this dissertation. I would like to take this opportunity to express my heart-felt gratitude towards a number of very special people whose contribution, support and understanding were essential for the completion of this study. I would like to thank my father Geghia, mother Lavina and two brothers Shalendra and Rishendra for the tremendous support through these past three years .To Orisha, a very special thank you for the belief and encouragement you provided me with during this period of studies. Having people like you in my life has made all of this possible. My heart goes out to each and every one of you. To Prof. Christo Bisschoff, thank you for the guidance, wisdom and encouragement throughout the study. You have made this a truly enjoyable experience. “Om Namah Shivaya “ 2 ABSTRACT In this day and age, with the very strong impact of globalization, digitalization and social media, advertising is changing. Many companies and advertising role players are forced to implement new consumer and business models and apply innovative...
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...Abstract 2 Introduction 3 Literature Review 7 (A) Social Media 7 (B) Small Medium Enterprise (SMEs) 9 (C) Social Media and SMEs 10 Methodology 12 Findings 13 Discussion 21 Conclusion 25 Recommendation 26 Reference 27 Abstract The purpose of the study is to determine the effectiveness of social media as marketing tool for Small Medium Enterprise (SMEs) Companies in Malaysia. The objectives of the study are, first, to determine the level of influence social media on customer knowledge towards the Malaysian SMEs companies brand, products and services and second, to investigate the causes and effects of the usage social media as marketing strategies for SMEs companies in Malaysia. The study was conducted based on a quantitative approach. A set of questionnaire was distributed to 30 random respondents. In addition, the research pointed out that there are a lot of factors influencing the success of social media as a marketing strategy. The conclusion drawn from the research was that internal and external factors are affecting the effectiveness of social media as one of the marketing tools. One of the major limitations encountered in the research was time constraint. Future researchers are advised to conduct this research for a longer period of time in order to collect more data. Keywords: effectiveness, social media, SMEs in Malaysia, quantitative Introduction In today’s technology driven world, social media have become a venue where retailers most of them use...
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...One Key role of social media in marketing is increasing brand and product awareness. Getting customers involved through the use of social media sites, apps and games builds awareness and provides consumers with immediate access to information about the product or service. Social media marketing is far more interactive in nature than traditional tactics. Consumers can interact with organizations and other consumers through comments and questions. Interaction through shares and likes on social media sites such as Facebook, and apps that reward users for sharing their location, consumers become a part of the marketing campaign. Another difference between traditional marketing channels and social media is the types of loyalty programs and the rewards offered. Some social media reward programs offer non-tangible rewards, which provides a financial savings to organizations. For example, social media marketing may use online games that integrate products into the game and offer in game rewards as opposed to monetary rewards or discounts to users. Although social media will not eliminate traditional forms of marketing altogether, it will become a more important part of marketing campaigns as technology continues to advance and will eventually will play a larger role than traditional marketing channels. Reviewing the steps for creating an advertising campaign provides insight into the advantages of social media marketing. The first and last steps are setting the target audience...
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...delivering the results required. Once understanding which tactics are appropriate and which aspects of the advertisement were not as effective, one can then better understand how to optimize the next advertisement campaign and achieve the goals set up originally. Advertising effectiveness can be defined as the “evaluation of the performance of specific promotional programme elements – the approach depends a lot on the objectives of the advertising” (Belch and Belch, 2012, pg596-597). Reasons for why it is necessary to measure the effectiveness of an advert varies from avoiding costly mistakes, to increasing the efficiency of advertising by evaluating alternative strategies. It would be beneficial for a company to do this in order to enhance sales and structure better outcomes in the future. However, doing so is costly for the organization and a long process. There may also be conflict within the company, regarding to the objections of creativity and disagreement on what to test. It would be necessary for the effectiveness to be measured if there was a significant loss financially. Statistics or metrics could then be used to measure advertising effectiveness. Reach is a metric for advertising effectiveness and this measures the number of people who saw the advertisement. This can be done for a majority of companies’ e.g. local television stations report the number of viewers for certain shows. An interactive mobile ad’s...
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...Effectiveness of Digital Journalism to Mass Communication Students from Five Selected Universities In Metro Manila A Research Proposal Presented to the School of Education-Liberal Arts-Music-Social Work Centro Escolar University In Partial Fulfilment Of the Requirement for the subject Undergraduate Research I By Joshua Austria Jaren Resontoc Ma. Anne Margarett Tumale Effectiveness of Digital Journalism to Mass Communication Students from Five Selected Universities in Metro Manila CHAPTER 1 The Problem and its Background Introduction Digital journalism is the recently established form of media. It is the contemporary form of journalism in which the news content is distributed using the internet. The content is presented in the form of text, videos and audio. The news content is available throughout the internet in the official websites of news and public affairs companies. It can be viewed by using any digital platforms such as laptops and smart phones. The world of media today is dominated by both television and internet or digital media. People nowadays are into convenience, especially now that technology is abruptly rising. People want a faster way to acquire information, that is why digital media or digital journalism is rising among the other forms. Digital technology is revolutionizing the field of news industry by creating a contemporary form of news distribution. It makes the distribution of news faster and easier than television, radio and...
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...Critically review this statement for both on-line and off-line campaigns, making reference to appropriate theory, the organisation and tools previously selected. Setting up objectives is vitally important. Measurable objectives enable a business to enumerate the efficiency and the effectiveness of marketing communications’ (MCs) endeavouring impact e.g. to show the effectiveness of the investment in the campaign and allows comparison of different campaigns. Monitoring and evaluating is a continuous process and can also achieve a high level of budget accountability (Ouwersloot and Duncan, 2008. pp. 475). In order to design and illustrate a measurement and evaluation plan, this assay utilizes the MCs measurement and evaluation theory and models for online and offline communication tactics by: * Pelsmacker et al (2004) * Pickton and Broderick (2005) * Ouwersloot and Duncan (2008 * Fill (2005) * Chaffey et al (2006) * Hannah (2012) This essay will point out the different benefits that measuring and evaluating provides. Furthermore, it will demonstrate the proposed monitoring tools and limitations for the three MC objectives tactics which are; 1) sponsorship, 2) digital/ social media as well as 3) TV advertising. In addition, a time/budget plan will be mulled over leading to a conclusion. Pickton and Broderick (2005) state there are five benefits that are illustrated through monitoring and evaluating MCs and campaign tactics which are: ...
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...Social Networking Sites(SNSs) nowadays have taken part in evolution of human community as an important medium to interact among people. There are several SNSs with different technology background and these sites have been integrated into daily life practises of the users. Currently the most commonly used social networking sites are Facebook, Twitter, Youtube, LinkedIn, Pinterest, Google Plus, Tumblr and Instagram and so on. By the enhancement of the technology, social media has change the way information delivering, from the role of consumer as a passive recipient to transforming individual as an active broadcaster of content. Social media convey the “long tail” concept and it apparently helps to disseminate the information to reach a worldwide...
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...reviews are never “unnecessary” no matter how frequent because it helps employees to improve work performances to accomplish organizational goals (Noe, Hollenbeck, Gerhart, & Wright, 2011, p. 226). When employees are frequently advised on how their efforts are helping the organization, this keeps them motivated because they are interested in knowing that they’re on the right track. According to Noe, Hollenbeck, Gerhart, and Wright (2011), when information is communicated on a regular basis, the employee is less shocked of the feedback which elevates the effectiveness of the performance review. I feel that the more frequent the review the better because the employee can stay on track and motivated to give a good performance in order to achieve organizational success. Comparison of the Possible Effectiveness of the Social Network Performance Review to the Veterans, Baby Boomers, Generation X, and Generation Y Age Groups Social network performance reviews can be effective among all generations. The workforce now is becoming increasing old, age wise that is. The Bureau of Labor Statistics predicted an aging workforce between 2008 and 2018 and by 2010 half of the workforce was over 40. Most might believe that the older...
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...Marketing YourFirstName YourLastName University title Question 1; role of social networking outlets Currently, social networking networks are forums that have brought new methods of communication, socialization and most importantly a platform where business information is exchanged. The social media platforms have been used as tools of marketing whereby positive information and recommendations on products have been made through from one friend to another. Positive messages are the most common among sharing friends. Products that have received a positive reception have been known to do very well in the market. However, any negative comments about a product or service shows a similar reaction, since the social media networks have a large audience hence the information here travels fast and wide. Question 2 leveraging strategy for enhancing brand equity The coca cola company has been well known for the production of energy and non alcoholic beverages. It is a brand that has a well defined, wide global market share. The company has been able to utilize leveraging strategies especially through the integration of technology for paying services through linking itself to payment strategies. The Coca-Cola has been involved in upgrading strategies for vending strategies that diversify vending payments to allow for payment through mobile phones and other means of payment. These strategies have been essential in ensuring the company’s products reach to the consumers more...
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...maintains the same brand position, but a different marketing strategy on the social media front, adding to the brand’s consistency and reinforcing the high end image in the consumer. There is also some interaction between the two medias. Their Facebook page often shows images of items displayed in magazines and other traditional media, but goes a step further with other content and photos of famous clients wearing their product to convey a sense of inclusion for the customer. Insights of Effectiveness Traditional media like magazines do not offer a crossover to other market segments. For example, young males would not pick up a Cosmo magazine and will not see any of the GUCCI adds inside. Therefore market diversification is difficult. However, traditional media does allow for greater exclusivity and allows for more effective targeted marketing. Gucci uses social media applications such as Facebook to reach a more diverse consumer base. Social media is effective in empowering consumers to spread the word about the brand themselves. This amplification allows brands to reach far more people that traditional media. Gucci’s marketing approach on Facebook is different from its traditional media approach in that it is more inclusive. The company established a community, free for everyone to join, and publishes images and other content in exchange for valuable customer feedback. Gucci’s social media advertising campaign is an effective way to...
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...strategies of Pepsi 6 Media Commercials 6 Advantage of media commercials 6 Disadvantages of media commercials 7 Sponsorships 7 Advantages of Sponsorships 8 Disadvantages of Sponsorships 8 How to enhance the effectiveness of Sponsorship 8 Community Activities 8 Advantages of Community activities 9 Disadvantages of community activities 9 How to enhance the effectiveness of CSR projects 9 Product Diversification 10 Advantages of Product diversification 10 Disadvantages of product diversification 10 How to enhance the effectiveness of Product Diversification 11 Cross Comparison between the marketing strategies of Pepsi, Coca Cola, V and Red Bull 11 Conclusion 13 References 14 Executive Summery Pepsi is an aerated Soft drink that is produced by Pepsi Co. Inc. Pepsi Cola is using most of the modern communication and marketing methods to enhance their brand awareness among its consumers. Mainly they are advertising their brand on Television, Face book, Twitter and YouTube. In this report I have outlined the overview of the Pepsi Cola Corporation and its history, and the most effective communication strategies that are used by them to enhance their brand equity. These strategies include Advertisements, Sponsorships, Online promotions, Community activities and Product diversification of Pepsi Cola Corporation. I’ve also discussed the pros and cons of each strategy and the methods that can be used to enhance the effectiveness of each strategy. Finally...
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...Articles related to social media Social Media brings Welcomed Boost to UAE Jobs Market www.findemployment.info/.../social-media-brings-welcomed-boost-to-u | | | Job opportunities in the UAE, and in particular Dubai, have seen a rapid increase as a direct result of social media presence. A report, titled the ‘Report on Impact of Social Media on Middle Eastern Entrepreneurship and Employment’, carried out by the Dubai School of Government (DSG) and SAP, found that the online job prospects for young professionals have jumped in recent months. The consensus among business professionals is that the future of marketing and company brand awareness is through social media, and as such, online-based jobs in areas such as Twitter and Facebook have become more readily available in the UAE. Role of social media… The role social media plays in generating online positions within marketing, IT and PR departments has become apparent in light of the DSG and SAP Report. Not only have job opportunities risen, but entrepreneurship has become more accessible to young professionals who, without social media support, would have no means or resources to start up their own business. The influence of social media in the UAE business world has been positive, with Arab leaders taking to social media as a means of communication between themselves and UAE citizens. UAE online job figures Online jobs have risen most prominently within the UAE hospitality sector with a 40% annual growth...
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...Social Media Marketing Abstract Keywords: social media marketing, advantages, electronic word-of-mouth (e-WOM), disadvantages. Introduction Marketing is a well-built methodological science and is continuously changing its rules to adapt to the new developments. Internet development and especially social media is one of the recent changes that happened to the market and it has a major impact on the communication between the firms and customers. Internet helps people to share, to create, to adjust content, and to get informed. It has certain characteristics (Peterson et al., 1997) such as: * Stores vast amounts of information at different virtual locations inexpensively * Distributes, searches, and organizes the information powerfully and inexpensively * Serves as a transaction medium * Low cost and easy entrance * Serves as a physical distribution medium for certain goods such as software. Social media is different from traditional media as it provides quality, regularity, usability, proximity, and eternity, which makes it efficient for the firms. According to a report from the Center of Marketing Research (CMR), more large companies are using social media to promote their brand online (Belicove, 2012). The introduction of social media to the market has changed the way businesses operate and advertise. The largest mediums have been pages such as Facebook, Pinterest, FourSquare, Youtube, and Twitter. In 2012, the yearly report showed that large companies...
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...ENGAGING AUDIENCES: AN ANALYSIS OF SOCIAL MEDIA USAGE IN ADVERTISING A Thesis Submitted to the Graduate Faculty of the Louisiana State University and Agricultural and Mechanical College in partial fulfillment of the requirements for the degree of Master of Mass Communication in The Manship School of Mass Communication by Emily Fay Mabry B.S., Louisiana State University, 2008 May 2010 ACKNOWLEDGEMENTS The inspiration for this research emerged from the opportunity to live in New York City during the summer of 2009 and intern at a premier digital agency. I would like to thank my committee chair and boss, Dr. Lance Porter, who helped me realize this opportunity and nurture my research interests into a thesis project. His guidance and encouragement over the past two years have helped me in my attempts to decipher my future and achieve success. I would also like to express appreciation to my committee members: Dr. Anne Osborne for her insight into instrumentally combining my research into a seamless product and Dr. Felicia Song for her thorough contribution and dedication to this project. Finally, thanks to my parents who have always supported me in everything I do. ii TABLE OF CONTENTS ACKNOWLEDGEMENTS ............................................................................................................ ii ABSTRACT ................................................................................................................................... iv CHAPTER 1....
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...Purpose and Audience Assignment Baljot Deol Gotta Share Description: The prank “Gotta Share” was done at the GEL conference, which is conducted by the “Improv Everywhere” every year. This annual gathering allows voices of technology, social media and businesses to be heard in the New York City. According to Internet articles, this company “Improv Everywhere” is based in New York City and their main goal is to fulfill certain missions in order to cause scenes of chaos and enjoyment for general public. Gotta Share is a musical that emphasizes the fact that social media has become a significant part of people’s daily lives. Some applications that are used to share information are: Facebook, Twitter, and LinkedIn. Intended Audience: The...
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