Document Type Master's Dissertation Author Mesquita, Victor URN etd-07212012-180045 Document Title The use of mobile phone advertising as an effective medium to reach the South African urban bottom of the pyramid Degree MBA Department Gordon Institute of Business Science Supervisor
Advisor Name Title Mr C Corder Supervisor Keywords
- mobile phone advertising
- low-income markets
- bottom of the pyramid
- bop marketing
Date 2012-03-08 Availability unrestricted AbstractThis 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.
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Please cite as follows:
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://upetd.up.ac.za/thesis/available/etd-07212012-180045/ >
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