Kaya FM: the challenge of an afropolitan positioning
Emmanuel Silva Quaye, Yvonne Saini
Informasi Umum
Kode
24.10.557
Klasifikasi
658.802 - General topics of marketing management, Communication in marketing, Green marketing, Market Segmentation, Marketing strategy
Jenis
Case Studies
Subjek
Marketing Strategy
No. Rak
Dilihat
196 kali
Informasi Lainnya
Abstraksi
Kaya FM derives its name from the isiZulu word “ikhaya”, which means “home”. The name reflects the mission of the radio station to provide a home for black South Africans who were denied many opportunities during the apartheid era in South Africa. Kaya FM has been broadcasting since 1997, following the deregulation of the media landscape in South Africa. However, by 2018, the radio landscape has become very challenging. Mainstream advertisers still do not consider Kaya FM as a preferred channel to reach their target audience. Overall, radio listenership is dwindling and advertising sales growth is not encouraging. Greg Maloka, Kaya FM’s station manager is considering how to preserve the station’s unique positioning as it competes with both more dominant stations and new entrants so that Kaya FM can truly be a home for Afropolitans for many years to come.
Koleksi & Sirkulasi
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Pengarang
| Nama | Emmanuel Silva Quaye, Yvonne Saini |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Emerald |
| Kota | New York |
| Tahun | 2022 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
