Vol 10, No 1 (1991)

Increasing competition, declines in consumer demand and consumers that are more strategic than ever before have led to saturation and stagnation in a number of well-developed markets. Corporations have begun to realise that constructive forms of marketing communication in such markets imply that all business efforts need to be directed at relationship-building with consumers, Le. all communication instruments, including advertising, personal selling, sales promotion and corporate identity as well as conventional direct and database communication need to draw on personalised and targeted methods and media if marketing is to remain cost-effective. Technological developments in interactive communication, telecommunication and digital marketing make this possible. Far more than mere communication tools, interactive media have become powerful business instruments. The article examines the nature of interactive communications and media and their integration and implementation in the marketing communications mix. The long-term implementation of interactive communications in corporations requires a marketing communications specialist that operates more interdisciplinary than ever before: he needs to assume the role of a "marketing communications engineer" beyond the mere technical sense of the term, something that raises a number of implications for the communication services industry academies in communication and marketing communication practitioners.

128 middle-managers working for 1 different organisations supplied data about their communications with different persons in their organization. From this data measures were developed for each manager of (a the frequency of his scheduled (formal) communications, and (b) the frequency of his unscheduled (informal) communications with superiors (upward communication), with peers (horizontal communication) and with subordinates (downward communication). Significantly positive relations were formed between unscheduled communications and job satisfaction, especially horizontal communication None of the relations between scheduled or unscheduled communications and job performance were significant

This article focuses on Rayburn and Palmgreen's (1984) expectancy-value model of gratifications to determine the way in which members of a group of blacks utilize television as a mass medium to satisfy certain needs through selective exposure to their favourite programmes. Also, an attempt is made to test the basic assumptions of the model. The sample consisted of 703 urban blacks in the PWV area, and was divided into four groups, viz. a satisfied, unrealistic, surprised, and passive group for each of news, educational, and story programmes. The results indicate that the majority of the respondents are satisfied with these television programmes of the SABC. It appears as if the model, which was tested for the whole sample regarding various programmes, should be adapted to enhance its applicability for intercultural studies and the use of television in general

In this article the effects of either mutual reinforcement, or incongruity, between the mass media and the social networks of political information are analyzed. The political in formation exposure of South Africa's white university students serve as the basis for research. The article illuminates, in terms of political socialization theory, the differential exposure of the English and Afrikaans students. The findings clarify the role of the mass media in relation to other sources of political information in a rapidly changing society. It emphasizes the dependence on the mass media for political information. Yet it also shows how social networks which are more diverse for the English than for the Afrikaans students moderate the political socialization role of the mass media

The purpose of this study was to evaluate the training programme in public relations offered by Technicon to determine whether it adequately prepares candidates for the public relations sector. To reach this objective, a literature study was undertaken in order to identify technikon training requirements as well as professional training requirements in public relations. This study concentrated mainly on South African and American literature, the latter being accepted as a role model for public relations curricular. The systems perspective, and more specifically Files" (1984) macro systems model for public relations curricula. Serve as theoretical basis for this study. The literature study was supplemented by interviews with former students and employers in the field of public relations. The study included an analysis of a national mail-questionnaire survey sent to 403 persons who have obtained the National Diploma in Public Relations. The study identified weaknesses and shortcomings in the current training programme In conclusion, recommendations to improve the current programme, as well as guidelines for the curriculum planning of higher qualifications in public relations at Technicon, were offered

An empirical study was conducted to examine pre-primary children's perception of television commercials. When video stimulus material, containing both ads and programmes were showed, most of the children could only remember that they had seen a television programme. Most of the children could not define a television commercial and the results showed that most of the children did not know what the objectives of television commercials are. Pre-primary children believe that television commercials constitute reality. Television commercials prompted child-ren to ask for specific products. The survey also included the televisionviewing patterns of pre-primary 

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