Conceptual framework for an advertising balanced scorecard : case of the mobile network communication industry in South Africa
Date
2008-12
Authors
Ayingono Moussavou, Sandra
Journal Title
Journal ISSN
Volume Title
Publisher
Stellenbosch : Stellenbosch University
Abstract
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.
Description
Thesis (MComm (Business Management))--Stellenbosch University, 2008.
Keywords
Dissertations -- Business management, Theses -- Business management