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

[摘要] Measuring advertising effectiveness has become an increasingly important issue dueto the substantial sums of money invested in the advertising industry. The purpose ofthis research was to design an Advertising Balanced Scorecard (ABSC), which is anadaptation to the advertising field of the managerial Balanced Scorecard (BSC). TheABSC was developed to identify a balanced pattern between the perspectives leadingto effectiveness, namely strategy, execution, media and creative, in order to measureand control advertising effectiveness. This study reviews the South African mobilecommunication industry and Vodacom in particular. It examines Vodacom'ssuccessful marketing and advertising strategy with a special attention given to iconicadvertising by the use of a character such as Maurice the meerkat. After investigatingthe elements of Vodacom's award winning advertisements, a balance betweenstrategy, execution, media and creative could not be isolated systematically.However, when fewer perspectives were involved balance could be reached. Theresults therefore confirm the complexity of advertising effectiveness measurementand indicate that measurement of advertising effectiveness is possible when focus isplaced on fewer perspectives.

[发布机构] Stellenbosch University