Optimal media schedules in emerging markets a South African perspective establishing the inherent characteristics that influence return on investment for advertising spend.

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dc.contributor.advisor Chipp, Kerry
dc.contributor.postgraduate Beck, Amy
dc.date.accessioned 2015-03-13T11:29:04Z
dc.date.available 2015-03-13T11:29:04Z
dc.date.created 2015-03-24
dc.date.issued 2014 en_ZA
dc.description Dissertation (MBA) -- University of Pretoria, 2014. en_ZA
dc.description.abstract The effect of advertising efforts on sales is of significant interest for global brands. Recent developments in emerging markets such as South Africa have brought the concept of consumer purchase behaviour in generating sales, under review. New media schedules are required to transition emerging market consumers to purchase products/services through effective marketing media platforms and through consumer brand equity whilst including price sensitivities into the media-mix. This study adds to the current literature by investigating which variables have the most significant influence in promoting and generating sales in emerging markets through the use of various advertising efforts. The primary focus was to establish an optimal marketing media schedule from which advertisers are able to choose a particular marketing media schedule to maximise their respective firms’ sales. This study investigated marketing media platforms, brand perceptions and price sensitivities. These included the influence of internet, television, radio, press and outdoor media platforms, price sensitivities and consumer brand equity in promoting sales within emerging markets. Data to support the relevant influences was gathered through secondary data from Nielsen Holdings N.V. (an American global information and measurement company) and the South African Research Audience Foundation (SAARF). Six washing detergent brands were selected for the study, where a complete data set could be sourced. The most influential variables in determining sales generation was consumer brand equity followed by price sensitivity. This allowed the derivation of a model extension from models identified in previous literature with the derived model including such influential variables by which brands could determine the most favourable marketing mix schedule and thereby allocate budgetary resources where necessary. en_ZA
dc.description.availability Unrestricted en_ZA
dc.description.degree MBA
dc.description.department Gordon Institute of Business Science (GIBS) en
dc.description.librarian zkgibs2015 en_ZA
dc.identifier.citation Beck, A 2014, Optimal media schedules in emerging markets a South African perspective establishing the inherent characteristics that influence return on investment for advertising spend., MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/43983> en_ZA
dc.identifier.uri http://hdl.handle.net/2263/43983
dc.language.iso en en_ZA
dc.publisher University of Pretoria en_ZA
dc.rights © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. en_ZA
dc.subject UCTD
dc.subject Branding (Marketing) en_ZA
dc.subject Retail trade en_ZA
dc.subject Marketing -- South Africa en_ZA
dc.subject Quantitative research en_ZA
dc.title Optimal media schedules in emerging markets a South African perspective establishing the inherent characteristics that influence return on investment for advertising spend. en_ZA
dc.type Mini Dissertation en_ZA


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