Evaluating audience responses to promotional messages

Bezuidenhout, Sonja

Title: Evaluating audience responses to promotional messages
Creator: Bezuidenhout, Sonja
Subject: Branding (Marketing)
Subject: Content analysis (Communication)
Subject: Public relations
Date Issued: 2014
Date: 2014
Type: Thesis
Type: Masters
Type: MA
Identifier: vital:8480
Identifier: http://hdl.handle.net/10948/d1020280
Description: This study explored the guidelines advocated by selected media content analysis with the aim of identifying effective approaches to evaluate audience responses to promotional messages. Drawing from literature and documented deliberations by industry professionals, content-specific analysis protocols were applied and tested using a case study representing topic-specific responses to the Two Oceans Quay 5 product launch. In doing so, a logical observation of the communication in unpaid media placements and relevant discussions distributed in public media channels was completed. It is in this sense that this research enriches the study of public relations with a particular focus on output-driven evaluation. It provides insights into qualitative and quantitative publicity measurement and suggests how these methods can be useful to explicate the impact of media coverage as a public relations element. While it largely focused on discovering improved media content analysis solutions, this study revealed that content-driven analysis can only be useful when its protocols are aligned with the context of the data and if communication practitioners remain aware and transparent of its subjectivity. In this regard, this study helps to generate an understanding of the subjective dynamic of public relations and the importance of in-depth and adaptable publicity assessments to help distinguish public relations as a purposeful branding function next to advertising and marketing.
Format: viii, 197 leaves
Format: pdf
Publisher: Nelson Mandela Metropolitan University
Publisher: Faculty of Arts
Language: English
Rights: Nelson Mandela Metropolitan University)

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