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Conceptual framework for an advertising balanced scorecard : case of the mobile network communication industry in South Africa

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.

Identiferoai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/2939
Date12 1900
CreatorsAyingono Moussavou, Sandra
ContributorsTerblanche-Smit, M., Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management.
PublisherStellenbosch : Stellenbosch University
Source SetsSouth African National ETD Portal
LanguageEnglish
Detected LanguageEnglish
TypeThesis
RightsStellenbosch University

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