Research Reports: Vega School of Brand Leadership

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Analyse language choice used in radio advertising as a brand positioning technique: Jet case study
(The IIE, 2018) Sehere, Leago
During colonial South Africa, indigenous languages were marginalised while English and Afrikaans were the only languages used to advertise goods and services (Ngwenya, 2011). Today, according to Bishop (2006) advertisers are struggling to find the best language to communicate with their target audiences. Particularly to multilingual who respond differently to the messages presented to them in each of the languages they know (Santello, 2013). The present research study analysed the language choices used by Jet in its radio advertising in order to understand how the brands use of language positions it in the mind of its target market. The study used a focus group to collect data from a purposive sample. The Sapir-Whorf Hypothesis was used as the theoretical framework which helped to determine the research questions that provided the data that was analysed. The results showed that Jet uses language to entertain as a brand positioning technique in its radio advertisements. Furthermore, Jet's multilingual and bilingual target market does respond differently to the messages presented to them, they found the English radio advertisement straight to the point, the isiZulu one entertaining and the code-switching radio advertisement problematic. Moreover, the isiZulu radio advertisement that did not have a discrepancy.
Brand promise versus experience: A cross-sectional qualitative investigation into Vega’s “Don’t Settle” campaign within the context first year students’ experience.
(The IIE, 2022) Woolacott, Richard
Higher Educational Institutions make use of branding and marketing tactics the same way any other organisation does. Big marketing schemes, campaigns, and social media marketing is just some of the tactics that are used to entice prospective students. While this is completely valid in the chaotic and competitive markets they find themselves in, it can lead to over promising and under delivery. Looking within the context of Vega, this research looks at whether first year students believe that the brand promise from the “Don’t Settle” campaign has been kept based on their experiences at Vega. An interpretivism approach was used to conduct the qualitive research. An in-depth interview with Vega’s marketing manager was used to provide a better understanding into the “Don’t Settle” campaign. An online focus group with ten first year BA strategic Brand Communication Vega student was conducted to collect their opinions and experiences of Vega and how they feel they have experienced Vega’s brand promise. The interview produced a wealth of information regarding the thought process behind the “Don’t Settle” campaign that helped provide the study with more context. The focus group finding was categorised into three themes: brand promise, stakeholder expectation, and stakeholder experience. There was a distinct unhappiness with the students as they felt that there was more to offer at Vega, but it was not being utilised. But they did recognise that they are still in their first year and have lots to learn. There was also the point bought up that there is currently a pandemic and that this would be hampering their experience and causing it to not align with the brand promise. This research has provided Vega with a qualitative understanding of how their first-year students are experiencing their brand as compared to the brand promise laid out in the “Don’t Settle” campaign.
A Case Study Evalua􀆟ng In-Game Marke􀆟ng with Focus on Epic Games
(The IIE, 2022) Talbot, Timothy
With the recency of the COVID-19 epidemic, analysts globally noticed a shift in consumer behaviour. Strict social and environmental laws were implemented to limit transmission of the virus and in turn, people needed to find a new way of fulfilling their social needs. As customers shifted toward video games and other online platforms, brands naturally followed. This Research Report focuses on recent, new-found branding efforts that have emerged out of the COVID-19 pandemic. There is a research opportunity to assess how mainline brands have attacked potential branding opportunities in the newfound video gaming channel. COVID-19 has seen a sharp increase in the number of people playing video games. The number of people playing games over the course of the pandemic saw an increase of almost 40% worldwide. The study hones in on Epic Games, the game studio that created Fortnite, and evaluates how Epic Games created such a successful branding platform in such limited time. Due to environmental restrictions, data collection methods were restricted solely online. Open-ended questions were the main data collection technique and the rationale for doing so is expounded upon in this Research Report. The research conducted observes how advertising in-game can be superior to any other platform because of the customers’ state of mind. Watching television or scrolling through Facebook sees customers in a blasé state-of-mind. When people interact with brands in-game, they are alert, focused and engaged. This alertness makes for more meaningful and memorable brand interactions. This Research Report will elucidate how these observations were concluded.
A Comparative Study Between Native Advertising and Display Advertising on CNBCAFRICA.COM
(The IIE, 2015) Boshoff, Lieria
The battle for consumer attention as a reaction to the constant flow of commercial messages in the online environment has led to a decline in click-through rates, accompanied by advertising avoidance tactics such as banner blindness and skipped pre-roll ads. Native advertising is seen as the solution to these advertising avoidance tactics. As an increased share of advertising budgets are being allocated towards this online advertising format, this research paper aims to test the effectiveness of native advertising compared to display advertising by focusing on the attitudes these two advertising formats evoke. The online news site, CNBCAfrica.com will be used as a case study. A quantitative research methodology was used for the research in which self-administered questionnaires were distributed via SurveyMonkey. The questionnaire contained several statements designed to measure respondents’ attitudes towards native and display advertising, with the aim of confirming or rejecting the stated hypotheses. From the findings, two of the three hypotheses were supported. Thus, it can be concluded that native advertising is favoured over non-native advertising on CNBCAfrica.com. However, the findings of the study rejected the hypothesis that native advertising elects a more positive brand attitude than display advertising. One possible explanation for these results is that the brand chosen for the study had a previous association that skewed the results. The results imply that further research is needed to test this hypothesis, perhaps using a more neutral brand for the case study. In conclusion, this study adds value as it helped contribute to the research on native advertising and its effectiveness on consumers, thus filling a much-needed gap in the market.
A descriptive study on the affective and cognitive dimensions of consumer engagement and purchase intention, in a social media context
(The IIE, 2019) Schutte, Jason
“Big and small companies, individuals of all walks of life, major and minor events, concepts etc., nowadays lay their base on social network advertising to get recognized in the market” (Jothi, Neelamalar and Prasad, 2011: 235). Due to the use of social network advertising amongst businesses operating in the 21st century, it is important for brand managers to understand the ways in which consumers varying levels and states of engagement with their social network pages/profiles relate to consumers purchase intentions towards their brand and its products/services.Towards this end, the researcher aimed to describe the relationship between the cognitive and affective dimensions of consumer engagement and purchase intention in this study, using brands Instagram pages as the engagement focus. The researcher made use of a 15-item quantitative survey questionnaire for the purpose of collecting objective data reflecting respondents level of affective and cognitive dimensions of engagement, and their level of purchase intention. This data collection method was deemed fit for the study as the data which it collects could be analysed using descriptive statistics, which enable the researcher to describe the relationship between the respective concepts.The researcher found a positive and significant relationship between the affective dimension of consumer engagement and purchase intention. Conversely, no positive or significant relationship was found between the cognitive dimension of consumer engagement and purchase intention. This study expands on the existing research of consumer engagement and purchase intention by investigating and describing the relationship between consumer engagement and purchase intention in the context of South Africa.
Digital Advertising, the 'Golden Boy' of the Marketing Industry.
(The IIE, 2015) Coetzee, Garren
As a result of the ever-evolving nature of digital advertising, its significance in a comprehensive marketing landscape, the lack of understanding of digital as an advertising channel and the uncertainty which exists as to the extent with which digital is a suitable channel for South African brands to engage consumers, South African brands seem to find themselves in a mindset of wait and see when it comes to fully incorporating digital marketing into their overall marketing strategy. As a result, South African brands tend to resort to traditional advertising mediums – radio, television, billboards and even pamphlets, etc. – to make up the bulk of their marketing budget. This often being at the cost of the results, which could have been derived should such brands have chosen to effectively integrate digital media into their overall marketing strategy in order to optimize consumer engagement – being a key objective of all forms of media. This report will therefore investigate why digital advertising is the most optimal form of media to generate physical consumer engagement for South African brands.
The Effect Product Placement in Television Series has on Millennial’s Brand Perception and Buying Behavior.
(The IIE, 2017) Tocknell, Kimberley
This was a small scale dissertation investigating the effect product placement in television series has on millennial’s brand perception and buying behaviour. Product placement allows brands to expose their products to the consumer in a more natural and realistic setting, making the chances of a positive brand perception much higher. Simply, it is an advertising technique that subtly promotes a brands product offering in television series. The objective was to gain insights into the effectiveness of product placement by reviewing and exploring previous studies on product placement, in order to identify factors that are considered to effect brand equity. The research employed a qualitative approach where 36 questionnaires were conducted and 1 focus group. Stimuli were provided with video clips from two popular television series, namely Friends and Modern Family, for participants to watch and answer the questions that followed. It was hypothesised audio product placement would achieve the highest results with viewers having more distractions while watching television such as being on their phone. The findings revealed that duo product placement (both audio and visual together) resulted in higher brand awareness and a positive attitude towards product placement. Familiar brands, especially in the context of South Africa, generated greater attention among viewers, thus positively influenced brand equity. Associations and attitudes were positively influenced with the leveraging of actors interacting with the brand, and the strong relationship between the actor and consumer influenced brand attachment. Even though the research was small-scale and the findings cannot be generalised, it provides insights for brands a step in the right direction towards effective product placement, generating brand equity.
Effective Segmentation and Targeting of Generation-Z in the South African Retail Clothing Industry
(The IIE, 2017) Sishi, Wandile
This research paper reports on the exploratory study into the segmentation and targeting techniques and variables regarding the Generation-Z population of South African, focusing on the retail clothing/apparel Industry. The primary focus of the revolved around understanding the consumer behaviour and purchasing decision triggers amongst the Generation-Z market segment. The secondary outcomes of the research were establishing how segmentation and profiling in the South African clothing retail market was done and whether or not it can be done more effectively and efficiently by forming stronger bonds with Generation-Z through the understanding by brands and companies of what value and meaningfulness means to target population. The problem this research addressed was the disconnection between Generation-Z and Brands due to the prediction that segmenting, targeting and profiling techniques were outdated and missed important variables when it came to Generation -Z. This research aims to explore if there is a need to bridge the gap between Brands and how they target and advertise to Generation-Z with the goal of accurately profiling the Generation-Z market segment. The research was predominantly exploratory with aspects of causal evaluations to effectively deduce conclusions and outcomes. Previous articles, online sources, journals and documents were reviewed with primary and secondary research being conducted in the form of surveys, interviews and case study analysis. Findings included the questions the Generation-Z population segment intrinsically consider when interacting with brands, addressing of if there is in-fact a disconnection between brands and the population segment, what media channels resonate best with the group and insights into segmentation and targeting variables that could lead to greater communications strategies and results for retail clothing brands in South Africa.
The effectiveness of product placement in Hollywood movies
(The IIE, 2018) Haripersad, Kiara
A small-scale dissertation had been conducted, investigating the effectiveness of product placement in Hollywood movies. Product placement is an unsaturated method of gaining the attention of the desired target market in an increasingly realistic setting. Essentially, product placement is a means of advertising through the use of subtly placing products in the context of Hollywood movies. The objectives of the research study were to determine how consumers respond to product placement in movies, how product placement influences the purchasing behaviour of consumers and finally, why product placement is used as a form of advertising. This research had employed an approach that was qualitative in nature having conducted 1 focus group consisting of 5 respondents as well as semi-structured interviews, also consisting of a total of 5 respondents. Stimuli had been provided to those who had participated in the focus group with video clips from two popular movies. The first one being a clip from the movie “The Italian Job” and the second one being a clip from the movie “Home Alone 2”. Focus group participants had watched these two clips and preceded to answer the questions that followed. The findings had suggested that the placement of brands and/or products in Hollywood movies is an effective means of communicating the brand’s message to mass audiences and gaining a response from these consumers in the form of brand recognition, brand recall or ultimately, making a purchase decision. Even though the results from the research study could not be generalised to the public at large, useful insights from the dissertation could be acknowledged by marketers when considering whether or not to include their brands and/or products in Hollywood movies.
Examining Shock Advertising in a South African context
(The IIE, 2016) Du Plessis, Nicola
This study is concerned with the phenomenon of shock advertising as it operates and functions in society. Shock advertising is characterised by content that deliberately startles its target audience. This marketing strategy will be investigated by means of qualitative research methodologies to discern how it may impact upon consumer behaviour. The study aims specifically to determine whether shock advertising could function effectively as a marketing strategy in South Africa and whether consumers would have a positive reaction to controversial advertising. This study will be useful as it may provide marketers with new data, which could be used for creating and crafting campaigns. Shock advertising has proven to be an effective mechanism in order to heighten public awareness of social issues and therefore has the potential to be implemented by marketers in South Africa to educate civilians. It is therefore worthy of investigation as it could be beneficial to the South African population if it is found that this strategy has positive outcomes. The results from the study prove that although brands implementing shock advertisements succeed in reaching and attaining the attention of their target demographic, it may be risky to implement branding of this nature and there is a possibility of creating a disassociation with the brand. Consumers are alarmed when confronted with this type of advertising thus these mechanisms may not yield the desired results. It has been demonstrated that this technique would not presently yield the desired results. Further research may consider the question of whether shock appeals are ethically justifiable in a South African context and whether there is a difference between how the various cultural groups perceive these types of advertisements.
An explanatory study on the effect TikTok has on the consumer buying behaviour of Generation Z, within the COVID-19 pandemic.
(The IIE, 2022) Sinclair, Tegan
Over the last three years I have been interested in social media marketing and what businesses can grow with the right strategy. In 2020, I started my own social media marketing business, E-merge Media. I have enjoyed learning about social media platforms and their various marketing tools. This led to my decision to conduct an explanatory study on the effect TikTok has on the consumer buying behaviour of Generation Z, within the COVID-19 pandemic. There is a lack of research regarding TikTok’s effect on the buying behaviour of Generation Z in South Africa. This research report aims to provide insight into whether TikTok leads to buying behaviour. The research methodology took a qualitative approach, using focus groups and an open ended questionnaire. This approach was used to gain insight into the opinions and feelings of Generation Z in relation to TikTok and their buying behaviour. The research concluded that TikTok has an effect on the consumer buying behaviour of Generation Z, within the COVID-19 pandemic. However, this influence is limited in South Africa due to the lack of access to international brands and affordable shipping. The data concluded that TikTok is an effective marketing tool for brands marketing strategies.
An exploration into the effects of continuous consumer research into consumer behaviour.
(The IIE, 2022) Erasmus, Mieke
The fourth industrial revolution has seen significant technological advancements and has changed the world that we live in. Not only are modern consumers, specifically of smartphone brands, spoiled for choice, but there is also a myriad of research tools and methods available to research consumer behaviour. Through qualitative and quantitative research, this study aimed to understand the effects of continuous research into consumer behaviour outcomes. To understand the motivation for this study, it is essential to note that ‘effects’ in this context refers to successful or unsuccessful advertising, and ‘outcomes’ refers to the desired action taken by consumers as established by smartphone brands. What became evident through this research was that smartphone users undoubtedly evolve in terms of their needs and wants, life stages, external circumstances, and what they require to remain loyal to a specific smartphone brand. The researcher anticipates that the results would aid smartphone brands in making better research and advertising decisions, including the variables essential to reassess and the need for adaptation based on consumer circumstances.
An exploration into the rise in alcohol purchases and consumption by young black female working professional consumers in Bloemfontein South Africa.
(The IIE, 2020) Mokgele, Katlego Kefentse
As I write this I’m filled with plenty of emotions. I’m filled with the joy of completing my honours journey, the excitement of what’s to come, relief that comes with the pressures of finishing this paper, and even fear of what’s to come just to name a few. My journey towards completing my dissertation and my honours degree hasn’t been an easy one, It’s come with many challenges and a host of new experiences in a completely new environment. It is with great appreciation I want to thank and acknowledge all the individuals who helped me along this journey. First and foremost the strength which I receive from my spirituality. I want to thank my lecturer and supervisor Donna Berhardi for helping me through this treacherous path. My peers and friends for keeping me in positive spirits even when I was bleak. My family as a whole but specifically my parents My parents granted me the opportunity that very few individuals get, which is to pursue a postgraduate degree without the added stress of wondering how I was going to pay for school fees. Mom and Dad, this one for you. Thanks for pushing me towards higher education and seeing the light which wasn’t always clear. No words could ever express the gratitude I feel for the love and support I’ve received over the last two years. One day soon we’ll look back and think the signs to prosperity were always there.
An exploration of the influence of Femvertising on brand resonance
(The IIE, 2018) Erasmus, Mikayla
This research paper explores Femvertising within a South African context. It is an exploration of how female South African consumers perceive Femvertising and the potential effects of Femvertising on brand resonance. This study further investigates the potential of Femvertising as a means of social change as well as the viability of the tactic used by Audi in its Femvertising advertisement. Femvertising can be defined as advertising that employs pro-female messages imagery and talent (SheKnows, 2016). The development of femvertising is a response to the exploitation and negative stereotyping that has for long been part of the advertising industry (Navarro & Llaguno, 2012). Many view femvertising as not only a positive change in how brands advertise, but also a potential vehicle for bringing about positive social change in terms of gender equality (SheKnows, 2016). Some however are not convinced and believe that Femvertising is merely a new form of exploiting the gender issues that women face in order to make a profit (Iqbal, 2015). The primary research question addressed in this explorative qualitative study was: How, if at all, does femvertising influence the brand resonance of female South African consumers? The sample of this study consisted of female South Africans between the ages of 25 and 35 who drive an Audi, or similar car, and are exposed to advertising. The qualitative data was collected via a focus group consisting of seven participants. One of the most significant findings of the study included that consumers view Femvertising as having a positive influence on brand resonates. It was evident that consumers resonate not only to Femvertising, but social messages in advertising as it curates an emotional and psychological connection to the brand, where consumers can relate to the brand more if they can identify themselves, or aspects of themselves in the brand messaging.
An Exploration of the Influence of Satirical Advertising on Building Brand Equity amongst South African Millennials
(The IIE, 2019) Sturmheit, Adam Tate
Due to the continuously increasing importance of differentiation in the marketplace, building a strong brand equity has become a crucial element of competition, and brands are constantly seeking unique methods of appealing to consumers. One available method is advertising utilising different form of humour and satirical humour in television advertising has become particularly popular in modern South African advertising.The contents of this research paper posits that satirical television advertising can be utilised as an effective brand equity building tactic. Furthermore; it is proven that satirical humour has a positive influence on numerous dimensions of brand equity including: brand awareness, brand associations and brand loyalty. With accurate and entertaining use of satire in television advertising a brand is effectively able to increase their brand appeal, brand perceptions and overall brand equity.
An explorative study of the relationship between consumer feelings toward body positive advertisements and its influence on brand perception
(The IIE, 2022) Munatsi, Kimberly
This research paper explores the nature of body positive advertisements through the perceptions of South African women and if it can influence how they perceive a brand. Body Positive advertisements are rooted in the body positive movement which started in the 60s and has evolved into upbeat, love yourself advertisements portraying models of differing shapes, sizes and ethnicities. Supported by substantial studies that investigated the harmful nature of thin-ideal imagery and photoshopped images, South African brands have been increasingly utilizing diversity in their model selection, particularly including models of larger sizes. Given the intricate nature of perceptions and feelings the researcher utilized qualitative structured in-depth interviews to truly explore and gain in-depth insight. Data was collected by conducting four in-depth semi-structured interviews of South African women within the Gauteng area. Due to the small sample size, the research cannot be generalized to the total population of South African women but rather grant meaningful insight into how they feel toward this rising trend of advertising. From a thematic analysis of the data, it was evident that the South African woman who participated in the study strongly linked their concept of body positive advertisements with the depiction of a diverse range of models. This influenced how they compared themselves to the models in the campaign and if they felt the campaign represented them. Interestingly, the researcher found in the absence of perceived similarity, if the perception of diversity was maintained, participants felt positive toward the advertisement and the brand. Theoretical and practical implications are discussed below.
An explorative study on the positive role mega influencers have on purchasing behavior of consumers in the swimwear industry
(The IIE, 2019) Erwee, Chanel
As social media becomes a more integrated part of our lives, influencer marketing has become a marketing trend (Knightley, 2019). People are turning to their favorite Instagram models for advice and recommendations on purchasing decisions. Hence, the research explored the positive effect mega influencers have on the purchasing behavior in the swimwear industry. Research was conducted using the interpretivist paradigm and made use of an explanatory research design. Standardized unstructured in-depth interviews were used as they allowed the researcher to understand participant’s perspectives regarding mega influencers and the effect mega influencers have on consumers purchasing behavior.Interviews were conducted in Sparkle Bikini’s boardroom whereby qualitative data was collected by 3 swimwear consumers and analyzed using narrative analysis to explore transcripts. Findings indicated that the purchasing behavior of consumers is positively effected by mega influencers in the swimwear industry. Therefore, this research contributes to assist marketing managers with new evidence to support the use of mega influencers in advertising campaigns in effort to effect consumers purchasing behavior positively.
Exploring the influence of television advertising on the buying behaviour of the youth in South Africa
(The IIE, 2018) Keetse, Tebogo Mafori
Brands and organizations are spending large amounts of money from their advertising budgets to develop, produce and place advertisements on television with the aim of communicating their brand messages effectively to their consumers (Fill, 2009). In today's competitive world it is very difficult for companies to compete and differentiate themselves from each other (Frederiksen, 2018). Because the youth in South Africa are of vast significance to marketers in terms of segment size and buying power, the researcher felt the need to explore the influence of television advertisements on young, South African consumers with reference to high- involvement consumer goods. Research was conducted using the interpretivist paradigm and used an exploratory research design. Semi-structured in-depth interviews were used on 7 participants and it allowed the researcher to understand their subjective perspectives. The responses were analysed using thematic analysis, and the findings indicate that TV has little influence on the participant’s purchase decisions regarding high-involvement goods. This research assists brands to plan and execute their marketing and advertising more effectively when communicating high-involvement brands to young consumers in South Africa.
Exploring the nature of consumer-influence by fitness brand ambassadors on females in Cape Town
(The IIE, 2017) Bester, Lara
Brands are not always aware of the effects their product advertising can have on consumers. When supplement brands make use of fitness models or competitive athletes to promote their products, they do not always keep in mind that it could potentially affect the consumer in a negative manner. Body conscious consumers who have an interest in making lifestyle changes, are prone to be affected by these advertisements, whether it is to motivate them to purchase a product, feel inspired, or to create distressed thoughts about themselves. This study aimed to explore the true nature and effect that fitness brand ambassadors have on their target market, and if there is a potential negative impact that the portrayal of these ambassadors in advertisements, or on social media could have on women in Cape Town. The study followed a triangulation approach, with great emphasis on quantitative data collection. The study also made use of 5 interviews to give the findings a deep and rich understanding of the phenomenon. The qualitative data collection method made it easier for the researcher to analyse and interoperate the data as well as present it in the research. The findings were analysed and the researcher could identify patterns and trends from the data that had been collected. After conducting the study, the researcher found that there is a strong connection between the advertisements of fitness brand ambassadors, and the negative impact it has on consumers. The researcher also found that more than half of the consumers had been influenced to purchase a product that was advertised by fitness ambassadors.
Exploring the role of advertising on brand salience among millennials
(The IIE, 2018) Swanepoel, Matthew
The current brand environment is highly competitive with cluttered advertising, making it increasingly difficult to attract and hold consumers’ attention and to establish awareness of brands in the mind of the consumer (Pieters, Warlop & Wedel, 2002). This study explored the role of advertising, specifically television, social media and events advertising, on brand salience, specifically brand recognition and brand recall in the context of Coca-Cola. The research took the form of an exploratory research design and followed an interpretivist paradigm. It was conducted using semi-structured in-depth interviews to gain a deeper understanding on participants opinions and experiences with regards to Coca-Cola’s advertising and brand salience. A total of six respondents between the ages of 18-32 were interviewed to collect qualitative data which was then analysed using thematic analysis and open coding techniques. This allowed themes and patterns to be explored. The findings from the research suggested that a correlation between recognition and recall exists as well as indicated that television advertising was the most effective in creating strong recognition and recall for Coca-Cola among millennials. The latter finding diverges from the findings of other researchers whereby social media proves to be more effective among millennials. This research therefore contributes managerially to Coca-Cola and can be used to assist in the development of future brand strategies aimed at strengthening recognition and recall among millennials.

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