Advertising to multi-cultural audiences: promoting energy efficiency in South Africa

The purpose of this paper is to describe and apply a quantitative framework for the analysis of multi-cultural advertising in the context of the South Africa Efficient Lighting Initiative. The study has four main findings as follows. First, the program's advertising and promotional campaign carefully targeted appropriate messages for separate customer groups. Second, individual advertising vehicles effectively built on the broader national themes of reconciliation and social justice. Third, the advertising program was successful in terms of advertising awareness, reach, coverage, and cost-effectiveness. Fourth, econometric estimates showed significant program impact on sales of efficient lighting products as well as substantial reductions in energy consumption and greenhouse gas emissions.