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Media usage and preference of consumers in the Transkei

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dc.contributor.advisor Botha, J.A.R.
dc.contributor.author Smit, Johannes Jacobus en
dc.date.accessioned 2015-01-23T04:24:15Z
dc.date.available 2015-01-23T04:24:15Z
dc.date.issued 1992-11 en
dc.identifier.citation Smit, Johannes Jacobus (1992) Media usage and preference of consumers in the Transkei, University of South Africa, Pretoria, <http://hdl.handle.net/10500/16063> en
dc.identifier.uri http://hdl.handle.net/10500/16063
dc.description.abstract The objective of this study is to establish the media usage and preference of consumers in the Transkei. The results are of special significance to media planners and advertisers in so far as they will assist in the media selection process. This in turn will form the basis of improved marketing communication between media planners and advertisers on the one hand and Transkeian consumers on the other. The media types investigated were newspapers, magazines, television and radio. The results indicated that three newspapers (Daily Dispatch, Intsimbi and Imvo), three magazines (!bona, Pace and Orum), one television channel {TV 2 - now CCV-TV) and one radio station (Radio Transkei) are extremely popular among the majority of Transkeians. The research results also indicated that the following topics are very popular in all the media types: local news, sport, education and arts/cultural articles. The results further indicated that Transkeians are generally favourably inclined towards advertisements.
dc.format.extent 1 online resource (xi, [16] 194 leaves) en
dc.language.iso en
dc.subject.ddc 659.10968791 en
dc.subject.lcsh Advertising -- South Africa -- Transkei en
dc.subject.lcsh Marketing -- South Africa -- Transkei en
dc.subject.lcsh Marketing -- South Africa -- Transkei -- Management en
dc.subject.lcsh Marketing research -- South Africa -- Transkei en
dc.subject.lcsh Consumers -- South Africa -- Transkei -- Attitudes en
dc.subject.lcsh Consumer behavior -- South Africa -- Transkei en
dc.subject.lcsh Sales promotion -- South Africa -- Transkei en
dc.subject.lcsh Communication in marketing -- South Africa -- Transkei en
dc.subject.lcsh Mass media -- South Africa -- Transkei en
dc.subject.lcsh Advertising media planning -- South Africa -- Transkei en
dc.subject.lcsh Consumers -- South Africa -- Transkei en
dc.title Media usage and preference of consumers in the Transkei en
dc.type Dissertation
dc.description.department Economics
dc.description.degree M.Com (Business Economics)


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