Evaluating audience responses to promotional messages
- Authors: Bezuidenhout, Sonja
- Date: 2014
- Subjects: Branding (Marketing) , Content analysis (Communication) , Public relations
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8480 , 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.
- Full Text:
- Date Issued: 2014
Towards the two-way symmetrical communication model: the use of social media to create dialogue around brands
- Authors: Matthee, Christelle
- Date: 2011
- Subjects: Social media , Public relations
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8385 , http://hdl.handle.net/10948/1370 , Social media , Public relations
- Description: Social media has radically altered today's media landscape, and presents public relations practitioners with new possibilities and opportunities to promote their companies. Social media enables public relations to observe in order to find out what people need; what content they are looking for; and how your company can help them. However, will engaging in online conversations give an organisation‘s consumers a voice? Past PR models illustrate how methods of communication was established and used in the past. However, the Grunig and Hunt two-way symmetrical model creates the possibility of two-way communication (dialogue) between consumer and organisation in which the power relations are equal. By applying Web 2.0 (social media) to these models, one can explore new ways of two-way communication. Finally by applying these elements to each other, a case study can be created to prove if social media can be used to create a dialogue between consumer and organization.
- Full Text:
- Date Issued: 2011