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The use of advertising as internal public relations tool: a case study

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dc.contributor.author Van Eeden C en
dc.date.accessioned 2016-09-22T07:16:04Z
dc.date.available 2016-09-22T07:16:04Z
dc.date.created 1996 en
dc.date.submitted 1999 en
dc.identifier.uri http://hdl.handle.net/20.500.11892/9358
dc.description.abstract Rotek Industries is exploring ways in which advertising elements can be utilised as a public relations tool aimed at the internal target audiences of the organisation. This study contextualises this campaign and attempts to determine to what extent the internal use of elements of the campaign is based on good public relations principles. It also evaluates to what extent the print advertisements that are used as a public relations instrument comply with generally accepted norms for effective advertising. It can be argued that Rotek's corporate image-building advertising campaign is well executed in general. It can be said that the print advertisements meet the criteria for good print advertising. This study also investigates the total communication approach as an umbrella concept, what it entails and its relevance to this study. Recommendations are made. en
dc.language English en
dc.subject Communication science en
dc.subject Advertising and public relations en
dc.title The use of advertising as internal public relations tool: a case study en
dc.type Masters degree en
dc.description.degree MA en


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