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Development of a conceptual model to alternative brand contact planning in the South African marketing and communications industry

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dc.contributor.author North, Ernest
dc.contributor.author Enslin, Carla
dc.date.accessioned 2010-02-04T12:04:01Z
dc.date.available 2010-02-04T12:04:01Z
dc.date.issued 2007
dc.identifier.citation North, E & Enslin, C. 2007, 'Development of a conceptual model to alternative brand contact planning in the South African marketing and communications industry', International Retail and Marketing Review, vol. 3, no. 1, pp. 28 - 41. en
dc.identifier.uri http://hdl.handle.net/10500/3074
dc.description Journal article en
dc.description.abstract This paper explores the nature, role and planning of the alternative brand contact. Based on the outside-in and zero-based planning philosophy of integrated brand contact management, the alternative brand contact is defined as ‘a planned point of contact with the brand that is experienced by consumers as unexpected and unconventional’. A qualitative exploratory research study was conducted in 2003-2004 to engage the opinions, attitudes and motivations of the South African marketing and communications industry on alternative brand contact planning. For motivated reasons, exploratory focus groups were conducted with senior account teams in a sample of integrated communications agencies. Two further phases of research were conducted, namely: semi-structured depth interviews with key clients of the senior account teams and semi-structured depth interviews with key players within the senior account teams. The key research findings were employed in the design of a conceptual model to alternative brand contact planning. The model is the focus of this paper. It is envisaged that those agencies and clients that are responsive to the explorative and experimental nature of alternative brand contact planning will find the proposed conceptual model to be of immediate strategic value. en
dc.language.iso en en
dc.publisher International Retail and Marketing Review en
dc.subject Brand contact en
dc.subject Alternative brand contact en
dc.subject Unconventional advertising en
dc.subject Creative strategic planning en
dc.subject Disruption en
dc.title Development of a conceptual model to alternative brand contact planning in the South African marketing and communications industry en
dc.type Article en


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