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.