1887

n Acta Academica - Optimising publicity : towards a theoretical model

Volume 41, Issue 4
  • ISSN : 0587-2405

Abstract

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.


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.

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/content/academ/41/4/EJC15460
2009-01-01
2019-11-18

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