The impact of the identification process and the corporate social responsibility process on the effectiveness of multi-racial advertising in South Africa

The impact of the identification process and the corporate social responsibility process on the effectiveness of multi-racial advertising in South Africa

Selecting actors to appear in an advertisement is an important decision which has a crucial impact on the effectiveness of an advertising campaign. The same message, delivered by different actors, produces varying outcomes among consumers. This dilemma concerning the choice of actors occurs particul...

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Bibliographic Details
Main Author: Johnson, Guillaume Desire
Format: Others
Language:English
Published: Rhodes University 2008
Subjects:
Marketing > South Africa
Advertising > South Africa
Sales promotion > South Africa
Consumers' preferences > South Africa
Marketing research > South Africa
Consumer behavior > South Africa
Consumption (Economics) > Social aspect
Attribution (Social psychology)
South Africans > Race identity
Race awareness > South Africa
Ethnopsychology > South Africa
Group identity
Racially mixed people
Online Access:http://hdl.handle.net/10962/d1008263

Internet

http://hdl.handle.net/10962/d1008263

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