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The use of mobile phone advertising as an effective medium to reach the South African urban bottom of the pyramid
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613515118804992 |
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| access_status_str | Open Access |
| author2 | Corder, Clive |
| author_browse | Corder, Clive |
| author_facet | Corder, Clive |
| collection | Thesis |
| dc_rights_str_mv | © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/26516 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:37:22.258Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/26516 The use of mobile phone advertising as an effective medium to reach the South African urban bottom of the pyramid Corder, Clive ichelp@gibs.co.za Mesquita, Victor UCTD Mobile phone advertising Low-income markets Bottom of the pyramid Bop Bop marketing Dissertation (MBA)--University of Pretoria, 2012. This research study investigates the requirements or factors that will influence the acceptance and impact of mobile phone advertising to the urban Bottom of Pyramid (BoP). The framework incorporated awareness, availability, acceptability and convenience as factors for effective mobile phone advertising. Mobile phones have received unprecedented penetration rates across all markets, including LSM 1-4. This presents companies targeting this market with an excellent advertising medium with which to communicate to consumers. Companies have begun advertising via mobile phone and this research investigates the impact of this advertising, in relation to other more established mediums, as well as the most optimal mobile phone service to be used in delivery of the advertising message. The type of advertising being sent to BoP via mobile phone advertising is analysed, along with the type of advertising the urban BoP market would like to receive and possible differences identified. The research examines the recall of advertising message across various advertising media and comparisons are drawn. The research found that all aspects of the framework were applicable. Convenience and acceptability were seen as the highest drivers for effective mobile phone advertising to the South African urban BoP. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-07T06:25:14Z 2012-09-27 2013-09-07T06:25:14Z 2012-03-08 2012-09-27 2012-07-21 Dissertation Mesquita, V 2011, The use of mobile phone advertising as an effective medium to reach the South African urban bottom of the pyramid, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/26516 > F/12/4/713/zw http://hdl.handle.net/2263/26516 http://upetd.up.ac.za/thesis/available/etd-07212012-180045/ © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Mobile phone advertising Low-income markets Bottom of the pyramid Bop Bop marketing The use of mobile phone advertising as an effective medium to reach the South African urban bottom of the pyramid |
| title | The use of mobile phone advertising as an effective medium to reach the South African urban bottom of the pyramid |
| title_full | The use of mobile phone advertising as an effective medium to reach the South African urban bottom of the pyramid |
| title_fullStr | The use of mobile phone advertising as an effective medium to reach the South African urban bottom of the pyramid |
| title_full_unstemmed | The use of mobile phone advertising as an effective medium to reach the South African urban bottom of the pyramid |
| title_short | The use of mobile phone advertising as an effective medium to reach the South African urban bottom of the pyramid |
| title_sort | use of mobile phone advertising as an effective medium to reach the south african urban bottom of the pyramid |
| topic | UCTD Mobile phone advertising Low-income markets Bottom of the pyramid Bop Bop marketing |
| url | http://hdl.handle.net/2263/26516 http://upetd.up.ac.za/thesis/available/etd-07212012-180045/ |