Advertising effectiveness in NGO-corporate partnerships in South Africa
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Date
2014-09-01
Authors
Phaswana, Luvhimba Taz
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Abstract
South Africa has a high annual road accident rate, mostly caused by drunken
drivers.
Non-governmental organisations (NGOs) and corporates use different social
marketing tools to reduce this pandemic. A key mass-reaching medium is
advertising. This research is aimed at understanding those factors in advertising
that affect its effectiveness when addressing the social issue of driving while
under the influence of alcohol.
Through the literature review and the study of other programmes that have
attempted to use mass media to reduce the problem, key factors were identified
in both social and commercial marketing.
Part of the research was to understand the factors affecting advertising
effectiveness on different demographics (race, gender, age, marital status,
educational level), so a wide sample size of 300 respondents completed a
questionnaire. The questionnaire contained an advert addressing drunken
driving. One hundred of the respondents received a questionnaire with an advert
sponsored by South African Breweries (SAB);another 100 respondents
completed the same questionnaire with the same advert, but this was sponsored
by an NGO. A further 100 respondents completed the same advert and
questions, but the advert was sponsored through a partnership between both
SAB and the NGO.
It was interesting to discover that females and males had different trust levels
towards the advert. The less educated respondents showed more trust towards
the source whilst the more educated respondents displayed less trust levels.
SAB also scored high in source credibility which involves trustworthiness and
expertise. NGO were not regarded as experts but their expertise score increased
in partnership with SAB. However, the partnership also showed the least trust.
The highly educated were also the most involved.
Description
Thesis (M.M. (Strategic Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2014.