| Summary: | Thesis (MTech. degree in Public Relations Management)--Tshwane University of Technology, 2005. === The problem of this study hinged around the fact that there is no social
marketing model to communicate road safety in South Africa. As such, the main
focus of the study was to consider social marketing as an approach to
communicating road safety in the Republic of South Africa. This was to result in
either
(i) Developing a social marketing model that would assist in
communicating road safety to the people of the Republic of South
Africa; or
(ii) Adopting any viable social marketing model in literature that can
effectively facilitate the communication of road safety in the Republic
of South Africa.
Qualitative research methods such as literature study and in-depth interviews
were used towards answering the research questions and attaining the
objectives of the study and are discussed in sections 4.2, 4.3, 4.4, 4.5, 4.6, 4.7
and 4.8.
On the basis of the data collected and interpreted, a number of findings and
conclusions were made and presented in section 6.4. Some key findings were:
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