n Media Tenor SA Research Journal - Newcomer facing stiff (media) competition : coverage on MTN, Vodacom, Cell C in South African media : January - September 2003

Volume 4, Issue 3
  • ISSN :



Extracted from text ... THE STAR of 22 November calls it 'from zero to the consumer's hero' continuing that 'the arrival of Cell C has upped the game for all contenders'. With a market share of only 16%, the newcomer Cell C went on a large advertising campaign, whose creativity undoubtedly contributed to the overall performance of the company. As difficult as it is to enter the consumer market, as difficult it is to enter the editorial media market, or, as some like to refer to it the 'unpaid media market'. Of the total of 2 225 statements on MTN, Vodacom and Cell C ..

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