Page 5 - index

ContentsAugust-September 2016

COVERFEATURES 33 OUT-OF-HOME MEDIA 24

8 MALL CULTURE Lack of credible data has long REGULARS
bedevilled the local out-of-home
‘Going to the mall’ in SA is as much 4 IN MY OPINION
media industry. Now a new
about lifestyle as shopping needs. Cynical consumers often blame
measurement system could marketers for unethical business
But at what point are we saturated behaviour. It’s time for the
change that profession to make a stand
with shopping centres? for honesty

14 FRANCHISING: 36 ADVERTISING 6 IN SHORT
OVERVIEW
The pitch is one of the most disruptive News, views, trends, what’s hot
aspects of ad agency life. An industry and what’s not. Interesting snippets
and the latest news from the wide
We examine the philosophy of veteran takes a jaundiced look at world of marketing

franchising and why, in SA, it shows the process 46 SAFFER IN AMERICA

steady growth and has largely 40 MARKETING ETHICS South African academic Michael
Goldman, now based in San
withstood tough economic times Francisco, gives a marketing
perspective from the US
20 FRANCHISING: FOOD Consumers increasingly view
marketing as manipulation. It’s 56 WEIRD WORLD OF
MARKETING
In the competitive world of franchise important to dispel this notion and the
The customer service robot that
marketing, what does it take to be profession should take steps to do so responds to language and human
emotion. Plus the ‘man crèche’
the Franchise Association’s ‘Brand 42 INFLUENCER MARKETING that women shoppers love as
much as their husbands do
Builder of the Year’ for 2016?

24 LIQUOR MARKETING The brand ambassador has long been
a persuasive marketing strategy. Add

Falling market share, strong the amplifying effect of social media

competitors and an outdated product and you have influencer marketing

image are forcing the local brandy 48 TECHNOLOGY

industry to drastically rethink

its strategies One of the world’s most prestigious

THEFEATURES publications has predicted that virtual
reality technology may be the ‘latest
28 BUSINESS STRATEGY frontier for marketing’

The business paradigm is changing, 50 HOT OFF THE PRESS

with established brands increasingly Difficult economic times encourage

less able to protect their market consumers to find new and innovative

share against more agile disruptors ways of using traditional products,

32 CO-CREATION says newly published research

Social media users are helping 52 GLOBAL VILLAGE

brands to create innovative product Peaceful Jordan is committed to

ideas, ranging from a beer-and- attracting foreign investors to its often-

peanuts holder to a new ice volatile corner of the Middle East. But

cream flavour regional instability may derail this

DISCLAIMER NEXT ISSUE: Pharmacies: Becoming
“As supplier of the goods/services, you, the Advertiser warrant that you are familiar with and will comply with the
provisions of the Consumer Protection Act, Act 68 of 2008 (‘CPA’) in all transactions between us. Among other, the mainstream retailers Supply Chain: Make-
CPA provides for some consumer rights regarding delivery, returns, disclosure of information and product quality and or-break for supermarkets Stokvels: An
safety. You accordingly indemnify the Institute of Marketing Management against any damages that we or any other opportunity for marketers? International
party may suffer as a result of your noncompliance with the CPA or as a result of any damages suffered by any party campaigns: Saving the rhino
due to defective or unsafe goods/services supplied by you.”

August–September 2016 strategicmarketing 3