The role of advertising on perceived quality of fast-moving consumer goods
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The advertisement industry has experienced significant advances in recent years due to the growth and explosion of new technologies and platforms which resulted in the sales of Fast-Moving Consumer Goods (FCMGs) in Africa on a steady decline. With the growth of competing brands and an influx of advertising messages, brands struggle to differentiate themselves in the market (Lepkowska-White, Parsons and Ceylan, 2014).
The study investigated the role of advertising, specifically magazine print advertising on the perceived quality of FMCGs in South Africa. Analysing the Clover’s advertisements found in magazines, the themes being investigated included adverting in relations emotions, quality and judgements. In order to determine the relevance of magazine print advertising, this study employed an interpretivism worldview in order to explore the phenomenon in more depth. Primary research was collected through semi-structured interviews from three participants based in Pretoria, South Africa, thus the findings cannot be generalised to a wider public as the sample was small. The findings revealed that participants viewed advertisements on magazines as fresh, authentic and trustworthy, i ndicating that magazine print advertisements play a significant role in shaping consumers’ judgements especially towards FMCGs.
Advertising
The study investigated the role of advertising, specifically magazine print advertising on the perceived quality of FMCGs in South Africa. Analysing the Clover’s advertisements found in magazines, the themes being investigated included adverting in relations emotions, quality and judgements. In order to determine the relevance of magazine print advertising, this study employed an interpretivism worldview in order to explore the phenomenon in more depth. Primary research was collected through semi-structured interviews from three participants based in Pretoria, South Africa, thus the findings cannot be generalised to a wider public as the sample was small. The findings revealed that participants viewed advertisements on magazines as fresh, authentic and trustworthy, i ndicating that magazine print advertisements play a significant role in shaping consumers’ judgements especially towards FMCGs.
Advertising
The study investigated the role of advertising, specifically magazine print advertising on the perceived quality of FMCGs in South Africa. Analysing the Clover’s advertisements found in magazines, the themes being investigated included adverting in relations emotions, quality and judgements. In order to determine the relevance of magazine print advertising, this study employed an interpretivism worldview in order to explore the phenomenon in more depth. Primary research was collected through semi-structured interviews from three participants based in Pretoria, South Africa, thus the findings cannot be generalised to a wider public as the sample was small. The findings revealed that participants viewed advertisements on magazines as fresh, authentic and trustworthy, i ndicating that magazine print advertisements play a significant role in shaping consumers’ judgements especially towards FMCGs.
Advertising
The study investigated the role of advertising, specifically magazine print advertising on the perceived quality of FMCGs in South Africa. Analysing the Clover’s advertisements found in magazines, the themes being investigated included adverting in relations emotions, quality and judgements. In order to determine the relevance of magazine print advertising, this study employed an interpretivism worldview in order to explore the phenomenon in more depth. Primary research was collected through semi-structured interviews from three participants based in Pretoria, South Africa, thus the findings cannot be generalised to a wider public as the sample was small. The findings revealed that participants viewed advertisements on magazines as fresh, authentic and trustworthy, i ndicating that magazine print advertisements play a significant role in shaping consumers’ judgements especially towards FMCGs.
About the Authors
Mitchell Baumann
Mitchell Baumann is an Honours Graduate and entrepreneur who is currently a partner in two exciting start-ups. In 2019, he completed his Honours degree at IIE-Vega School in Pretoria, South Africa specialising in strategic brand management. Mitchell is currently a partner and Chief Operations Officer at Barktree, a digital marketing and software development agency, as well as a partner in a fintech start-up still in the seedling phase. He is a sports and outdoors enthusiast with a zest for life. His willingness to take on new challenges, and love for adventure, were what drove him to pursue an Honours degree and venture into the world of start-ups.
Ivan Mkhomazi (Supervisor)
Ivan Mkhomazi is a PhD scholar with a specialisation in Brand Leadership and freelance brand strategist. He is also a lecturer at Unisa’s Department of Communication Science and a part-time Navigator at the IIE-Vega School, where he supervises Honours students who are enrolled for Brand Communication/Brand Management Qualifications.