Thesis (MComm (Business Management))--Stellenbosch University, 2008. / Measuring advertising effectiveness has become an increasingly important issue due
to the substantial sums of money invested in the advertising industry. The purpose of
this research was to design an Advertising Balanced Scorecard (ABSC), which is an
adaptation to the advertising field of the managerial Balanced Scorecard (BSC). The
ABSC was developed to identify a balanced pattern between the perspectives leading
to effectiveness, namely strategy, execution, media and creative, in order to measure
and control advertising effectiveness. This study reviews the South African mobile
communication industry and Vodacom in particular. It examines Vodacom’s
successful marketing and advertising strategy with a special attention given to iconic
advertising by the use of a character such as Maurice the meerkat. After investigating
the elements of Vodacom’s award winning advertisements, a balance between
strategy, execution, media and creative could not be isolated systematically.
However, when fewer perspectives were involved balance could be reached. The
results therefore confirm the complexity of advertising effectiveness measurement
and indicate that measurement of advertising effectiveness is possible when focus is
placed on fewer perspectives.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/2939 |
| Date | 12 1900 |
| Creators | Ayingono Moussavou, Sandra |
| Contributors | Terblanche-Smit, M., Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Rights | Stellenbosch University |
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