Advertising To Multi-cultural Audiences:
Promoting Energy Efficiency In South Africa
Author(s)
K. Tiedemann
Abstract
The purpose of this paper is to describe and apply a quantitative framework for
the analysis of multi-cultural advertising in the context of the South Africa
Efficient Lighting Initiative. The study has four main findings as follows. First,
the program’s advertising and promotional campaign carefully targeted
appropriate messages for separate customer groups. Second, individual
advertising vehicles effectively built on the broader national themes of
reconciliation and social justice. Third, the advertising program was successful
in terms of advertising awareness, reach, coverage, and cost-effectiveness.
Fourth, econometric estimates showed significant program impact on sales of
efficient lighting products as well as substantial reductions in energy
consumption and greenhouse gas emissions.
1 Introduction
There is strong and growing evidence th
Keywords
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