A study of the evaluation of advertising message effectiveness with particular reference to the life assurance industry in South Africa

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dc.contributor.authorWigram, Nigel Francisen_ZA
dc.date.accessioned2015-03-04T19:00:17Z
dc.date.available2015-03-04T19:00:17Z
dc.date.issued1979en_ZA
dc.descriptionIncludes bibliographical references.en_ZA
dc.description.abstractThis thesis presents a method of gauging advertising effectiveness through the measurement of changes in purchasing patterns caused by the controlled exposure to advertisements. The concept is not entirely new, but it is thought that this is the first time that a practical system has been designed and tested. Certainly it is new to the insurance industry in South Africa. In order to provide a framework within which to measure advertising effectiveness, the thesis proposes certain models of the way in which advertising works for the insurance industry. Although these models provide the basis for the empirical studies, they are not essential to the proposed methodology. Advertising effectiveness can, however, only be measured against agreed objectives and implies a defined scale of values. Those objectives and, values must in their turn be absolutely relevant to the true purpose of the advertisement. It is suggested that in certain other measurement systems relevance is forced to yield to expediency. Essentially the method requires that advertising messages are dispatched by direct mail to random samples drawn from a list which effectively represents the total universe of the target market.en_ZA
dc.identifier.apacitationWigram, N. F. (1979). <i>A study of the evaluation of advertising message effectiveness with particular reference to the life assurance industry in South Africa</i>. (Thesis). University of Cape Town ,Faculty of Commerce ,Marketing. Retrieved from http://hdl.handle.net/11427/12565en_ZA
dc.identifier.chicagocitationWigram, Nigel Francis. <i>"A study of the evaluation of advertising message effectiveness with particular reference to the life assurance industry in South Africa."</i> Thesis., University of Cape Town ,Faculty of Commerce ,Marketing, 1979. http://hdl.handle.net/11427/12565en_ZA
dc.identifier.citationWigram, N. 1979. A study of the evaluation of advertising message effectiveness with particular reference to the life assurance industry in South Africa. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Wigram, Nigel Francis AB - This thesis presents a method of gauging advertising effectiveness through the measurement of changes in purchasing patterns caused by the controlled exposure to advertisements. The concept is not entirely new, but it is thought that this is the first time that a practical system has been designed and tested. Certainly it is new to the insurance industry in South Africa. In order to provide a framework within which to measure advertising effectiveness, the thesis proposes certain models of the way in which advertising works for the insurance industry. Although these models provide the basis for the empirical studies, they are not essential to the proposed methodology. Advertising effectiveness can, however, only be measured against agreed objectives and implies a defined scale of values. Those objectives and, values must in their turn be absolutely relevant to the true purpose of the advertisement. It is suggested that in certain other measurement systems relevance is forced to yield to expediency. Essentially the method requires that advertising messages are dispatched by direct mail to random samples drawn from a list which effectively represents the total universe of the target market. DA - 1979 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 1979 T1 - A study of the evaluation of advertising message effectiveness with particular reference to the life assurance industry in South Africa TI - A study of the evaluation of advertising message effectiveness with particular reference to the life assurance industry in South Africa UR - http://hdl.handle.net/11427/12565 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/12565
dc.identifier.vancouvercitationWigram NF. A study of the evaluation of advertising message effectiveness with particular reference to the life assurance industry in South Africa. [Thesis]. University of Cape Town ,Faculty of Commerce ,Marketing, 1979 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/12565en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentMarketingen_ZA
dc.publisher.facultyFaculty of Commerceen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherMarketingen_ZA
dc.titleA study of the evaluation of advertising message effectiveness with particular reference to the life assurance industry in South Africaen_ZA
dc.typeDoctoral Thesis
dc.type.qualificationlevelDoctoral
dc.type.qualificationnamePhDen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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