Relevant bibliographies by topics / Advertising – Telecommunication

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Advertising – Telecommunication'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "Advertising – Telecommunication"

1

Kenneth, C. Adiele, and Solomon Wami. "Advertising Appeals and Customer Loyalty in Telecommunication Firms in Portharcourt." Archives of Business Research 9, no. 3 (2021): 35–51. http://dx.doi.org/10.14738/abr.93.9783.

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The purpose of this study was to examine the relationship between Advertising Appeals and Customer Loyalty in Telecommunication firms in Port Harcourt. The study population comprised four (4) registered and functional Telecommunication service providing firms operating in Port Harcourt, Rivers State. The authors adopted a census study due to the small nature of the study population hence; there was no need for sampling. Thirty two (32) strategic managers of the four telecommunication firms constituted our respondents for the study. However, eight (8) respondents were randomly drawn from each of the telecommunication companies and thirty two (32) copies of structured questionnaire were administered to the managerial staff of the firms at their respective offices while twenty five (25) copies were retrieved, cleaned and used for the study. Descriptively, measures of central tendencies and measures of dispersions were used in analyzing the respondent’s demographics. Similarly, the Pearson Product Moment Correlation was used in testing the various hypotheses in other to ascertain the relationship between the predictor variable (Advertising Appeals) and the criterion variable (Customer Loyalty). The result of the analysis revealed that Advertising Appeals significantly influenced Customer Loyalty in Telecommunication firms in Port Harcourt. The study further discovered that amongst the dimensions of Advertising Appeals used in this study that Rational advertising appeal was found to be the most significant predictor of Customer Loyalty in Telecommunication firms in Port Harcourt. Hence, the researcher concluded that Advertising Appeals significantly affect Customer Loyalty and therefore recommended that the management of Telecommunication firms in Port-Harcourt should adopt the dimensions of advertising appeal used for the study as strategies for improving their level of customer loyalty.
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Ermakova, Irina Viktorovna. "Protection of consumer rights from unfair online advertising: certain theoretical and practical aspects." Юридические исследования, no. 7 (July 2021): 29–47. http://dx.doi.org/10.25136/2409-7136.2021.7.35978.

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The subject of this research is the legal norms aimed at regulation of relations in the sphere of protection of consumer rights with regards to online advertising, including contextual and targeted advertising, as well as other type advertising distributed over telecommunication networks. The object of this research is the social relations arising in the process of creation, placement, and consumer perception of the aforementioned types of advertising. Special attention is given to the theoretical and practical aspects of protecting the basic consumer rights in the context of distribution of the indicated types of advertising, as well as compliance to the corresponding legislative prescriptions by the advertisers, including prohibition to mislead consumers, requirement to distribute advertising over telecommunication networks after receiving advance consent of the consumer, etc. The article provides the examples of court decisions and decisions of the Federal Antimonopoly Service of the Russian Federation on consideration of the this category of cases. The novelty of this research consists in outlining the effective approaches of the courts and the Federal Antimonopoly Service of the Russian Federation applicable to the essence, concept and relevant issues of legal regulation of online advertising in the context of protection of consumer rights, including controversial aspects of qualification of online advertising in accordance with the criteria of misleading or deception, as well as questions on due processing of consumer consent to distribution of advertising over telecommunication networks. The author makes recommendations for the improvement of corresponding norms of the Federal Law “On Advertising” and the Federal Law “On The Protection of Competition”, namely to stipulate on the legislative level the provisions that qualify advertising as inappropriate if contains potentially misleading or deceptive content, as well as that consent to receive advertising through telecommunication networks should be in a written form and contain the signature of the consumer.
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Xue, Jiao Long, Pin Jia Zou, Jue Wang, and Zheng Fang. "Design Location-Specific Advertising with Wireless Telecommunication Technology." Advanced Materials Research 760-762 (September 2013): 661–64. http://dx.doi.org/10.4028/www.scientific.net/amr.760-762.661.

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The heightened interest towards mobile advertising had resulted in the great concern among academic and industry circle. The literature of mobile advertising is accumulating. However, the stream of research is still in the development stage. Base on field experiment data, the developed binary logit regression model finds that distance, promotion and personalization could affect impact of advertising while using wireless telecommunication technology. The empirical results indicate that distance, promotion, personalization increase mobile application installation rate respectively, while only promotion increases mobile application installation rate.
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Mugo, Peter, and Jimmy Macharia. "Market innovation and competitive advantage of telecommunication companies in Kenya." European Journal of Management Issues 29, no. 1 (2021): 37–46. http://dx.doi.org/10.15421/192104.

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Research question. To survive, organizations must have a competitive advantage in order to stay ahead of the competition. Market innovation has remained the driving force behind most market expansions and stability in the turbulent nature of global economies. The research question for the study thus was, “do market innovations influence the competitive advantage of telecommunication companies in Kenya?” Design/Method/Approach. Using the philosophy of positivism, the study adopted an explanatory research design in testing the hypothesis. The main data collection instrument was a structured questionnaire using both physical conduct and online interactions to return 247 responses from mid and top-level managers in a total of 26 active telecommunications companies in Kenya. The study used both descriptive and inferential statistics using SPSS computer application to analyze the data. Findings. The study findings established that innovative distribution channels significantly influenced the competitive advantage of telecommunication companies in Kenya, while advertising and promotions did not have a significant influence. This led to the conclusion that market innovation has a significant influence on the competitive advantage of telecommunication companies in Kenya. Practical implications. The study recommends that telecommunication companies need to form collaborations and partnerships for establishing market distribution channels that have indicated to bring influence onto the competitive advantage of the companies. Other recommendations include a wider coverage of the East African market for the telecommunications sector. The study provides insights into new companies with an interest in the region. Originality/Value. From the results, marketing and promotions are not the only major contributing factors in the competitive advantage of telecommunication companies in Kenya; one must consider distribution channels too. Research limitations/Future Research. The study faced limitations on visiting the field during the COVID-19 pandemic period, thus encountering entry restrictions into various premises. All protocols were observed to overcome that obstacle. Some of the telecommunications companies were facing difficulties in operations and hence could not participate. Paper type. Empirical.
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David, Olalekan Oladipo, Babatunde Musiliu Abina, and Isbola Wasiu Oyeniran. "Advertising and Consumer Choice of Telecommunication Services in Nigeria." Journal of Competitiveness 7, no. 3 (2015): 37–49. http://dx.doi.org/10.7441/joc.2015.03.03.

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Wang, Jue, Yan Yan Xu, Jiao Long Xue, and Zheng Fang. "How to Design Mobile Advertising: A Field Experiment with Wireless Telecommunication Technology." Advanced Materials Research 760-762 (September 2013): 656–60. http://dx.doi.org/10.4028/www.scientific.net/amr.760-762.656.

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Although mobile advertising seemingly offers practitioners tremendous potential given the ubiquitous nature of reaching subscribers anywhere, we know very little about it. Base on field experiment data, the developed zero-inflated Poisson model reveals that distance, promotion and product type could affect sales impact of advertising while using wireless telecommunication technology. When estimating the model, we use latent instrument variable (LIV) approach to rule out possible endogeneity problem. The empirical results indicate that distance, promotion, product type trigger sales respectively, while only promotion increases sales amount.
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Terentyeva, L. V. "GROUNDS FOR ESTABLISHING INTERNATIONAL JUDICIAL JURISDICTION IN RELATION TO CROSS-BORDER CONSUMER DISPUTES IN DIGITAL ERA." Lex Russica, no. 11 (November 22, 2019): 96–107. http://dx.doi.org/10.17803/1729-5920.2019.156.11.096-107.

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The paper examines the issues of establishing international judicial jurisdiction in relation to crossborder consumer disputes in the digital environment. To this end, the author makes a comparative analysis of the grounds for establishing judicial jurisdiction in the form of "distribution of advertising in the information and telecommunication network "Internet", aimed at attracting the attention of consumers" enshrined in art. 402 part 3 para. 2 of the Civil Procedural Code of the Russian Federation, and the criterion of "directed activity of the professional party to the territory of the country of residence of the consumer", provided for in EU law.The paper provides proposals for the interpretation of the grounds of jurisdiction of the Russian court, i.e. "advertising in the information and telecommunications network "Internet", aimed at attracting the attention of consumers in the territory of the Russian Federation", which should determine the use of protective judicial mechanisms in relation to the consumer from the use of an adverse judicial jurisdiction of a state, and against the employer, with the reasonable possibility of foreseeing the establishment of judicial jurisdiction of the consumer.
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Gerpott, Torsten J., and Ilknur Bicak. "National identifications as determinants of the reception of country-of-origin sensitive advertising." Review of International Business and Strategy 26, no. 1 (2016): 137–62. http://dx.doi.org/10.1108/ribs-01-2015-0007.

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Purpose – This paper aims to empirically analyze the extent to which advertising reception among consumers with a migration background (German-Turks) is influenced by a person’s strength of national identifications with his/her country-of-origin (COO) and with his/her country-of-residence (COR). The focus is on Turkey-sensitive advertisements (ads) of telecommunication service suppliers in Germany because such communication measures are quite common and about three million German-Turks constitute an economically important group. Design/methodology/approach – Measures of COO and COR identification as well as of three ad reception criteria were obtained in a survey of 291 German-Turks and analyzed via moderated regression models. Findings – Strength of COO identification was a significantly positive predictor of the frequency with which participants remembered Turkey-sensitive ads for telecommunication services. Additionally, COO identification related significantly to two criteria that capture facets of attitudes toward such ads. By contrast, COR identification acted partly as a moderator which attenuated links between respondents’ COO identification and two ad reception measures. Nevertheless, German-Turks with a strong COR identification (i.e. “accultured” consumers) were still receptive to Turkey-sensitive telecommunication services ads even if their self-image was simultaneously strongly dependent on their COO. “Alienated” German-Turks who identify neither with their COO nor with their COR were least responsive to ethnic ads. Practical implications – The research indicates that marketing practitioners should not use uniform communication measures to address migrant consumers with a specific COO but segment this target group further by simultaneously considering their members’ COO and COR identifications. Originality/value – The contribution of this paper results from the simultaneous inclusion of both COO and COR identifications as factors explaining differences in reactions to communication measures among migrant consumers which share the same COO. Furthermore, the scarcity of empirical work on reactions of German-Turks to ethnomarketing is reduced.
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Nabareseh, Stephen, Eric Afful-Dadzie, and Petr Klimek. "Leveraging Fine-Grained Sentiment Analysis for Competitivity." Journal of Information & Knowledge Management 17, no. 02 (2018): 1850018. http://dx.doi.org/10.1142/s0219649218500181.

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The surge in the use of social media tools by most businesses and corporate society for varied purposes cannot be over emphasised. The two top social media sites heavily patronised by businesses are Facebook and Twitter. For companies to harness the business potential of social media to increase competitive advantage, sentiments behind textual data of their customers, fans and competitors must be monitored and analysed with keen interest. This paper demonstrates how companies in the Telecommunication industry can understand consumer opinions, frustrations and satisfaction through opinion mining analyses and interpret customers’ textual data to enhance competitiveness. Sentiment analysis that classifies positive, negative and neutral sentiments of customers of the top three telecommunication companies in Ghana (MTN, Vodafone and Tigo) is studied. The proposed method extracts “intelligence” from the classified customers’ comments and compares it with responses from the companies. The results show how customer sentiments can be harnessed into successful online advertising projects. Companies can use the results to enhance their responsiveness to customer-centred, improve on the quality of their service, integrate social sentiments into PR plan, develop a strategy for social media marketing and leverage on the advantages of online advertising.
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Hasan, Syed Akif, Muhammad Imtiaz Subhani, and Ana Mateen. "Effects of Deceptive Advertising on Consumer Loyalty in Telecommunication Industry of Pakistan." Information Management and Business Review 3, no. 5 (2011): 261–64. http://dx.doi.org/10.22610/imbr.v3i5.942.

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This study is an attempt to interrogate the effects of deceptive advertising on consumer loyalty in telecommunication industry of Pakistan. Four variables, Call Charges (CC), Network Coverage (NC), Network Quality (NQ) and Customer Service (CS) were used to measure deception in Telecom Ads and then its effect on consumer loyalty while the consumer preference is used as the proxy of consumer loyalty. 10,000 random individuals from telecom industry were selected to conclude the results. Testing specification confirmed that the deception overwhelmingly exists in telecom ads and none of the telecom companies were providing exactly the same quality of service in terms of Call Charges, Network Coverage, Network Quality and Customer Service, as they promise in their advertisements, while, the consumers are inclined towards the services where the deceptions are seemingly meager.
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Dissertations / Theses on the topic "Advertising – Telecommunication"

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Shahzad, Mirza Khuram, and Mehnaz Kausar. "The influence of deceptive advertising on customer trust and loyalty : A Study of Telecom Sector in Pakistan." Thesis, Umeå universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-124475.

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Purpose: The effects of deceptive advertising practices on customer loyalty towards mobileservice providers have been investigated empirically by this study. The main contribution ofthis study is to investigate the perceived deception-customer loyalty relationship under themoderating effect of corporate image and mediating effect of customer trust. The study is done in the context of Pakistan’s telecommunication sector.Existing literature is insufficient to explain perceived deception and customer loyalty relationship. We proposed a model to test and explain the interrelationship of deception,trust, loyalty and corporate image. Research Methodology: we have adopted quantitative research method, according to needof our study. A total sample of 232 respondents has been achieved with the help of selfadministeredquestionnaire. Measurement scale for perceived deception were taken fromChaouachi & Rached (2012) and for corporate image, customer trust and customer loyaltyhave been found from Aydin & Özer (2005). Analysis & Findings: Descriptive and inferential statistical tools were used for analysis.Correlation analysis, simple and multiple regression analysis were conducted under theinferential statistical part. The findings have rejected the proposed hypothesis that perceiveddeception is negatively associated with customer trust and loyalty. We found customer trustas a mediator between perceived deception and customer loyalty while corporate imagemoderates the relationship between perceived deception and customer trust. Research Limitations: the study could not achieve highly representative sample of overallpopulation as Facebook was selected to conduct survey due to time constraint. Implications and future research: The study shows that deception in advertising perceivedby customer does not affect trust and loyalty in a negative way which suggests that there areadditional factor that can explain the relationship further. A comparative study withqualitative focus could be revealing in this context.
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Karlsson, Sara, and Åsa Horn. "Förutsättningar för distanskommunikation mellan reklambyråer och kunder : En intervju- och enkätundersökning." Thesis, Högskolan Dalarna, Grafisk teknologi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:du-11458.

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Små reklambyråer har, i skuggan av den ekonomiska krisen, fått konkurrens om sina kunder av större reklambyråer och tryckerier. En lösning kan vara att skapa relationer till företag utanför närområdet. Internetbaserade verktyg för distanskommunikation skulle i sådana fall kunna erbjuda ett bra komplement till det fysiska mötet. Distanskommunikation är effektivt eftersom det bland annat ger minskad tidsåtgång för möten och minskade resekostnader. Denna typ av kommunikation kan dock innebära större risk för missförstånd, och färre tillfällen att bygga en personlig relation till kunden. Användningen av internetbaserade verktyg för att kommunicera på distans förväntas dock bli allt vanligare i framtiden, i takt med att utbudet av kommunikationsverktyg ökar. Huvudmålet med denna studie har därför varit att undersöka förutsättningarna för distanskommunikation mellan reklambyrå och kund. Syftet har varit att ta reda på hur för- och nackdelar med distanskommunikation värderas av respektive parter, samt vilket kommunikationssätt som de anser lämpar sig bäst vid olika arbetssteg. Detta undersöktes genom enkätundersökning till utvalda företag samt intervjuer med fyra mindre reklambyråer i Dalarna. Studiens resultat, visade tydligt att det personliga mötet är mycket viktigt, och att det inte kan ersättas av någon form av distanskommunikation. Däremot ansåg både företag och reklambyråer att verktyg för distanskommunikation kan användas vid arbetsmöten.
Small advertising agencies have in recent years lost clients due to competition from larger agencies. A solution could be to create a relationship to clients outside the nearby area, Internet based communication tools might here be a good complement to physical meetings. Telecommunication is effective because it is less time consuming and it decreases travel costs. It could however result in misunderstandings and less opportunities to develop a close relationship with the client. The use of internet based communication tools is expected to increase in the future, along with the development of telecommunication tools. The aim of this study has been to examine the possibilities for small agencies to use telecommunication with their clients. Our purpose has been to determine the effects of telecommunication for both agencies and clients. The study also aims to recommend tools for each production step in the creative process. Results of this study clearly indicates that the personal meeting is very important, and it can not be substituted with telecommunication. Both agencies and clients considered telecommunication as an option for work meetings.
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Fernandes, Renata Sertório. "Estratégias comunicativas das marcas Vivo E Tim na publicidade impressa." Pontifícia Universidade Católica de São Paulo, 2006. https://tede2.pucsp.br/handle/handle/4868.

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Made available in DSpace on 2016-04-26T18:16:04Z (GMT). No. of bitstreams: 1 Renata Sertorio Fernandes.pdf: 2532547 bytes, checksum: 594e58a0c595ac136656cf253d17fd85 (MD5) Previous issue date: 2006-10-04
Conselho Nacional de Desenvolvimento Científico e Tecnológico
This master degree main objective searched to evaluate the communication strategies of the marks of the companies of mobile telecommunication Tim and Vivo through theirs main manifestations, being considered as being exactly: names, logotypes, logomarks and slogans, these in turn, presented in the media printed. The objects of the analysis are announcements published in media printed, divulged in the two main ones reviewed weekly Brazilians: Veja e Época. Two of them, institutional advertisings (one of each company) are studied at great length, excessively they will be briefly analyzed. The mark and its manifestations are constituted by complex processes of meaning and directly are related to the language and the communication between company and consumers. The semiotics offers ways to investigate the existing potential of communication in the elements that constitute the representation of the mark, as well as its presentation through the different manifestations of marketing. The intention is to investigate the effect of the potential generated by the announcement advertising executive in general, and mainly for the mark through its main manifestations, in more specific way. From there, we ask: what strategies the companies promote to create and to keep this image to the consumers, by means of communications contracts established in the relation between sender and receiver
Esta dissertação de mestrado avalia as estratégias comunicativas das marcas das empresas de telecomunicação móvel Tim e Vivo em suas principais manifestações na mídia impressa: nome, logotipos, logomarcas e slogan. Os objetos da análise são anúncios publicados em mídia impressa, divulgados nas duas principais revistas semanais brasileiras: Veja e Época. Serão analisados em detalhe dois anúncios institucionais (um de cada empresa), entre outros, em que a análise incidirá de modo menos pontual. A marca e suas manifestações são constituídas por complexos processos de significação e estão diretamente relacionadas à linguagem e à comunicação entre empresa e consumidores. A semiótica peirceana oferece o enfoque metodológico para investigarmos o potencial comunicativo existente nos elementos que constituem a representação da marca, assim como sua apresentação através das diferentes manifestações de marketing. Trata-se de investigar os efeitos de sentido gerados pelos anúncios publicitários, e principalmente pela marca em suas principais manifestações. A partir daí, perguntamos: que estratégias as empresas promovem para criar e manter sua imagem perante os consumidores, por meio dos contratos comunicativos estabelecidos na relação entre emissor e receptor
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Stein, Peter J. "The Demand for Advertising on Television: What Guides Firms' Decisions and How Their Choices Change During Highly Rated Telecasts." Thesis, Boston College, 2016. http://hdl.handle.net/2345/bc-ir:106764.

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Thesis advisor: Julie Holland Mortimer
Television ads have become as much a part of watching TV as the programs themselves. They are such a ubiquitous component of network and cable television that they have developed their own sub-culture; popular commercials get brought up in conversation, and many commercial actors become famous for portraying their respective characters. For how prevalent television advertising is and always has been, though, it’s amazing how little is known about advertiser demand. While many academics have conducted studies on the effects of advertising, little research has been steered towards understanding why advertisers choose to advertise when they do, especially within the context of advertising on TV. My research revolves around answering this question, as I attempt to establish patterns that can predict when firms will choose to advertise. By looking at data on past advertising trends, I try to find a sense of consistency across firms and across industries and then use that information to analyze and explain any observed changes in behavior during highly rated telecasts
Thesis (BA) — Boston College, 2016
Submitted to: Boston College. College of Arts and Sciences
Discipline: Departmental Honors
Discipline: Economics
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Bochkareva, Anastasiya, and Karina Petrova. "Advertising as a marketing communication tool. : Differences and similarities between customers’ perception and company’s expectations. Case study of Swedish telecommunications operator Tele2 AB." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9792.

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Title:  

Advertising as a marketing communication tool. Differences and similarities between customer’s perception and company’s expectations. Case study of Swedish telecommunications operator Tele2 AB

Authors:

Anastasiya Bochkareva - 870208; Karina Petrova - 880613 

Supervisor:

Angelina Sundström 

Examiner:

Ole Liljetors

Key Words:

Marketing communications; Advertisement; Advertising models; TV Commercials; Customer Perceptions; Consumer Behavior; Company’s Expectations; Tele2; Black Sheep Frank 

Institution:

Mälardalen University Sweden, School of Sustainable Development of Society and Technology, Box 883, 721 23 Västerås 

Course:

Bachelor Thesis in Business Administration, 15 ECTS-points, spring semester 2010 

Problem:

What are the differences and similarities between public attitudes and responses towards the series of Tele2 commercials and actual Tele2’s expectations of customers’ attitudes towards their commercials? 

Purpose:

The aim of this study is to describe the correspondence between the feelings and reactions customers poses towards the advertisements and the company’s expectations embodied in the commercial appeal and the communicated message 

Method:

Method includes collection of the information concerning theories, models and Tele2 from different sources; interview with the company to figure out details about the advertising campaign, particularly TV commercials and the survey with a sample of respondents in order to investigate their perception of TV commercials. The retrieved data was analyzed statistically and theoretically according to the selected theoretical framework. 

Results:

The three steps sequence analysis (cognition-affect-conation) revealed that Tele2 was absolutely successful on the middle stage, where the company managed to make people remember and like their commercials. However, the more effort needs to be embodied into the first and the last stages, where the company seems not to understand customers’ perceptions and expectations fully, according the survey results. It was found out that the advertising campaign was perceived by TV watchers neither informative, nor persuasive.

 

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Al, Sheik Salem Omar F. A. "Critical Analysis and Evaluation of Interactive and Customised Applications on Mobile Television. Interactive and Customised Mobile Television Applications are Evaluated Using the Views of Consumers, Advertisers, and Telecommunications Operators with Regard to Services and Also Assessing the Usability of Mobile Devices." Thesis, University of Bradford, 2011. http://hdl.handle.net/10454/5403.

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The shift of media from traditional forms to new digital ones has raised the possibility of new kinds of media services, including mobile television. In today¿s communications market, mobile phones are of increasing importance to users and, since mobile devices are connected most of the time, they have a high degree of location independence. The availability of 3G technology and the mobile devices needed to implement mobile television are now established and available. Mobile television is expected to be an important new service that could penetrate the market place and provide new applications, as well as create a market for new players and new investments, if the appropriate price, content and philosophy for content design are found. This research explores the many potential application areas for mobile TV, with a particular focus on advertising. Various organisations that seek success in this market can utilise the potential for advertising on mobile TV. Ultimately, mobile device users are able to use mobile TV for entertainment and information sourcing. However, a number of challenging issues remain to be addressed. The features that appealed to the consumers were studied in this research. Surveys were conducted to obtain an understanding of consumers¿ opinions and needs regarding the mobile TV experience. Many users clearly do like to interact with video content on mobile devices. Interactive mobile TV advertising can benefit users who will be able to use an essentially ¿free¿ mobile TV service, funded by an advertising model. This research proposes an environment for interactive advertising on mobile TV and discussion of an implementation of the proposed designs.
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Al, Sheik Salem Omar fuad abed al whab. "Critical analysis and evaluation of interactive and customised applications on mobile television : interactive and customised mobile television applications are evaluated using the views of consumers, advertisers, and telecommunications operators with regard to services and also assessing the usability of mobile devices." Thesis, University of Bradford, 2011. http://hdl.handle.net/10454/5403.

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The shift of media from traditional forms to new digital ones has raised the possibility of new kinds of media services, including mobile television. In today's communications market, mobile phones are of increasing importance to users and, since mobile devices are connected most of the time, they have a high degree of location independence. The availability of 3G technology and the mobile devices needed to implement mobile television are now established and available. Mobile television is expected to be an important new service that could penetrate the market place and provide new applications, as well as create a market for new players and new investments, if the appropriate price, content and philosophy for content design are found. This research explores the many potential application areas for mobile TV, with a particular focus on advertising. Various organisations that seek success in this market can utilise the potential for advertising on mobile TV. Ultimately, mobile device users are able to use mobile TV for entertainment and information sourcing. However, a number of challenging issues remain to be addressed. The features that appealed to the consumers were studied in this research. Surveys were conducted to obtain an understanding of consumers' opinions and needs regarding the mobile TV experience. Many users clearly do like to interact with video content on mobile devices. Interactive mobile TV advertising can benefit users who will be able to use an essentially 'free' mobile TV service, funded by an advertising model. This research proposes an environment for interactive advertising on mobile TV and discussion of an implementation of the proposed designs.
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Hu, Dun-Yi, and 胡惇怡. "The communications-effectiveness of comparison advertising in telecommunication industry." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/77359131838294163178.

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碩士
國立成功大學
電信管理研究所
93
Using comparison advertisings to promote the preferential measure has become a popular advertising strategy on telecommunication industry these years. The advertiser persuades consumers to adopt their preferential measure by comparing the charge between the competitor and the advertiser. But, do comparison advertisings really be suitable to all consumers? Would consumers still have the positive advertising attitude when they are the subscribers of the competitor? Does the comparison advertising be suitable to the consumers with high brand loyalty? Would the product involvement affect the advertising effect of comparison advertisings? 　　To discuss the questions above, this research uses the experimental advertisings and the questionnaire survey to analysis the difference of the advertising effect between the comparison advertising, which is including the direct comparison advertising and the indirect comparison advertising, and the non-comparison advertising. Furthermore, this research analyses the brand usage, the brand loyalty, and the product involvement’s influence to the advertising effect of different types of advertising. 　　There are four conclusions on this research. First, using comparison advertisings will decrease the consumer’s memory of advertising. Second, the brand user will have high communications-effectiveness at comparison advertisings, and the brand nonuser will have high communications- effectiveness at non-comparison advertising. Third, the high brand loyalty consumer will have high communications-effectiveness at the non-comparison advertising, and the low brand loyalty consumer will have high communications-effectiveness at comparison advertisings. Last, the product involvement will not affect the communications-effectiveness of different types of advertising. This research proposes some suggestions. First, It needs to be more careful to use comparison advertisings especially to the new corporations. Second, the news of the mergence between two corporations must propagate more to enhance the consumers’ cognition of the brand. Third, it suggest not to use comparison advertisings on high brand loyalty consumers whatever they are the brand subscribers or the competitor’s subscribers.
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Chen, You-Tsai, and 陳宥采. "Advertising Information and Purchase Intention-A Study of the Taiwanese Telecommunication Industry." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/myxv76.

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碩士
國立彰化師範大學
企業管理學系
105
By acquiring information delivered by advertising regarding a commodity, consumers may understand better the commodity they will purchase. The study examined the effects of the content and the representation of advertising information delivered by mobile phone service firms on commodity brand image and consumer purchase intention. Adopting a mediation model with brand image as a mediator variable, the study examined the direct and indirect effects of advertising information on consumer purchase intention. With the aid of the questionnaire developed by the study, the data of the study were collected from Taiwanese mobile phone users, to whom hard-copy questionnaires were delivered or electronic questionnaires were mailed through Google form service. 　　As indicated by the results, there existed significant effects of brand image on purchase intention. The advertising information content was found to have significant effects on brand image and significant direct effects on purchase intention. The advertising information representation had significant direct effects on purchase intention, but had no significant effects on brand image. With brand image as a mediator variable, there existed significant indirect effects of the advertising information content on purchase intention, while there existed no significant indirect effects of the advertising information representation on purchase intention.
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Lee, Karen Elizabeth 1957. "Advertising signals as indicators of advertiser fitness." Thesis, 2007. http://hdl.handle.net/2152/3323.

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A new perspective on consumer behavior is proposed using theoretical predictions developed from behavioral ecology, economics, and evolutionary psychology. These predictions pose the possibility that consumers often make choices based on mental processing heuristics evolved long before the extensive human development of the cerebral cortex, and are therefore automatic, interrelated, and non-conscious. The literature review develops theoretical platforms that suggest consumer choice may be based on signal qualities that are expected to be honest indicators of the quality of the signaler and synthesized into the concept of 'Advertiser Fitness.' The construct of Advertiser Fitness is conceived as integrated perceptions of advertiser creativity (signal style) and perceptions of perceived quality of ad production (signal quality), and is statistically validated across two product categories, cell phone services and auto insurance. In addition, Advertiser Fitness is shown to have statistically significant positive associations with traditional measures of advertising effectiveness, including Attitude Toward the Ad, Attitude Toward the Brand, and Purchase Intent. The interrelated constructs of Perceived Honesty, Perceived Advertiser Status, Self-Relevance, and Potential Word of Mouth are also shown to be have statistically significant positive correlations with the Advertiser Fitness construct and with the traditional measures of advertising effectiveness: Attitude Toward the Ad, Attitude Toward the Brand, and Purchase Intent. These constructs appear to be inter-related and redundant rather than having causal, linear relationships. The results suggest that observable creative dimensions of advertiser signals convey signaler (advertiser) quality. Similarly, impressions of signaler (advertiser) status are important inputs for the formation of positive consumer perceptions and are associated with measures of potential action including purchase intention and predicted word-of-mouth. This work opens a new window into understanding consumer behavior by introducing contemporary observation to evolutionary sources of motivation for behavior, and views consumer markets as dynamic ecosystems which can potentially be illuminated by better understanding and application of phenomena in natural ecosystems for consumer behavior.
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Books on the topic "Advertising – Telecommunication"

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Geddes, Brad. Advanced Google AdWords. Wiley, 2010.

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Advanced Google AdWords. Wiley, 2010.

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Yūnosuke, Ōkura. Tsūshin sensō: Shōsha no jōken wa nani ka. Kōdansha, 1985.

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Jakes, Kelm Ellen, ed. New media in Europe: Satellites, cable, VCRs and videotex. McGraw-Hill, 1986.

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Zajc, Borut. Pravni vidiki komuniciranja. Finance, 2004.

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Advertising and marketing practices in the satellite dish industry: Hearing before the Subcommittee on Commerce, Transportation, and Tourism of the Committee on Energy and Commerce, House of Representatives, Ninety-ninth Congress, second session, February 15, 1986. U.S. G.P.O., 1986.

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De Telecom a Colombia telecomunicaciones: La liquidación y transformación de un monopolio estatal. Universidad de Los Andes, Facultad de Administración, 2008.

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United States. Government Accountability Office. Telecommunications: Weaknesses in procedures and performance management hinder junk fax enforcement : report to Congressional Committees. GAO, 2006.

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Campaign advertising: Hearing before the Subcommittee on Telecommunications and Finance of the Committee on Energy and Commerce, House of Representatives, One Hundred Second Congress, first session, June 13, 1991. U.S. G.P.O., 1992.

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Finance, United States Congress House Committee on Energy and Commerce Subcommittee on Telecommunications and. Campaign advertising: Hearing before the Subcommittee on Telecommunications and Finance of the Committee on Energy and Commerce, House of Representatives, One Hundred First Congress, second session, on H.R. 5756 ... October 2, 1990. U.S. G.P.O., 1991.

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Book chapters on the topic "Advertising – Telecommunication"

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Qaffas, Alaa A., and Alexandra I. Cristea. "Large Scale Evaluation of an Adaptive E-Advertising User Model." In E-Business and Telecommunications. Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-30222-5_7.

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Blask, Tobias, Burkhardt Funk, and Reinhard Schulte. "To Bid or Not To Bid? Investigating Retail-Brand Keyword Performance in Sponsored Search Advertising." In E-Business and Telecommunications. Springer Berlin Heidelberg, 2012. http://dx.doi.org/10.1007/978-3-642-35755-8_10.

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Ding, Yong, Decun Luo, Hengkui Xiang, et al. "A Blockchain-Based Digital Advertising Media Promotion System." In Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-21373-2_38.

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Yuan, Wei, Pan Deng, Biying Yan, Jian Wei Zhang, Qingsong Hua, and Jing Tan. "Incremental Configuration Update Model and Application in Sponsored Search Advertising." In Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering. Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-44350-8_8.

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Dürr, Michael, Florian Gschwandtner, Corina Kim Schindhelm, and Markus Duchon. "Secure and Privacy-Preserving Cross-Layer Advertising of Location-Based Social Network Services." In Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering. Springer Berlin Heidelberg, 2012. http://dx.doi.org/10.1007/978-3-642-32320-1_21.

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Wu, Yuezhong, Rongrong Chen, Yanxi Tan, and Zongmiao Shao. "Research on Two-Dimensional Code Packaging Advertising and Anti-counterfeiting Based on Blockchain." In Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-19086-6_4.

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Turanci, Eda. "Advertising Sector in Turkey." In Advances in Wireless Technologies and Telecommunication. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3270-6.ch016.

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Advertising is a growing global industry that aims to create demand for products, goods, and services, and keeps demand alive and promotes and increases sales and profits. Advertising is also an important source of income for the media. The aim of this study is to examine both the development of the advertising industry in Turkey from a historical perspective and to shed light on the economic relationship of advertising within the media industry and consumption. In addition, the study aims to provide a brief descriptive analysis of the international advertising agencies operating in Turkey. In the current study, the economic functions of advertising can be split into two. One of these points to the relationship established with consumption and the other points to the relationship established with the media. Although it is not possible to limit the functions of advertising from an economic point of view, it has a certain limitation in terms of the scope and purpose of the study.
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Ait Omar, Driss, Mohamed El Amrani, Hamid Garmani, Mohamed Baslam, and Mohamed Fakir. "Decision Choice Optimization With Genetic Algorithm in Communication Networks." In Advances in Wireless Technologies and Telecommunication. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3355-0.ch009.

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Optimization is an essential tool in the field of decision support. In this chapter, the authors study an inverse problem applied in the telecommunication networks. Indeed, in the telecommunication networks, service providers have subscription offers to customers. Since competition is strong in this sector, most of these advertising offerings, totally or partially ambiguous, are prepared to attract the attention of consumers. For this reason, customers face problems in making decisions about the choice of the operators that gives them a better report price/QoS. Mathematical modeling of this decision support problem led to the resolution of an inverse problem. More precisely, the inverse problem is to find the function of the QoS real knowing the QoS theoretical or advertising. This model will help customers who seek to know the degree of sincerity of their operators, and it is an opportunity for operators who want to maintain their resources so that they gain the trust of customers.
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Singh, Tejinderpal, and Prateek Kalia. "MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India." In Advances in Wireless Technologies and Telecommunication. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-3045-0.ch003.

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This chapter covers the MSMEs (micro, small, and medium enterprise) owners/managers' perceptions towards the adoption of e-marketing with respect to its importance and effectiveness for business success, implementation, barriers, future use, expenditure, and general awareness about the government e-marketing initiatives. Data was collected from 253 MSMEs located in states of Punjab, Haryana, and Himachal Pradesh in India. The authors observed that MSMEs perceive e-marketing as an important element in the success of their businesses. They feel that display advertising, social media marketing, and mobile marketing add more effectiveness to their business. They perceive that display advertising is effective for brand awareness, search engine marketing for lead generation, affiliate marketing for customer acquisition and increasing ROI, mobile marketing for better CRM, and search engine optimisation for generating web traffic. MSMEs indicated an increase in future expenditure on digital marketing activities. However, a large section of MSMEs were unaware of the government's e-marketing initiatives.
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Ait Omar, Driss, Mohamed El Amrani, Hamid Garmani, Mohamed Baslam, and Mohamed Fakir. "Decision Choice Optimization With Genetic Algorithm in Communication Networks." In Research Anthology on Multi-Industry Uses of Genetic Programming and Algorithms. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-8048-6.ch017.

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Optimization is an essential tool in the field of decision support. In this chapter, the authors study an inverse problem applied in the telecommunication networks. Indeed, in the telecommunication networks, service providers have subscription offers to customers. Since competition is strong in this sector, most of these advertising offerings, totally or partially ambiguous, are prepared to attract the attention of consumers. For this reason, customers face problems in making decisions about the choice of the operators that gives them a better report price/QoS. Mathematical modeling of this decision support problem led to the resolution of an inverse problem. More precisely, the inverse problem is to find the function of the QoS real knowing the QoS theoretical or advertising. This model will help customers who seek to know the degree of sincerity of their operators, and it is an opportunity for operators who want to maintain their resources so that they gain the trust of customers.
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Conference papers on the topic "Advertising – Telecommunication"

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Silva, R. N., and P. M. P. Fernando. "The Effectiveness of Brand Personality Dimensions on Brand Loyalty: A Study on Mobile Telecommunication Services in Sri Lanka." In International Conference on Branding & Advertising. TIIKM, 2016. http://dx.doi.org/10.17501/icoht2015-1101.

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"ADVERTISING VIA MOBILE TERMINALS - Delivering context sensitive and personalized advertising while guaranteeing privacy." In 2nd International Conference on E-business and Telecommunication Networks. SciTePress - Science and and Technology Publications, 2005. http://dx.doi.org/10.5220/0001410800490056.

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Min, Min, and Danaitun Pongpatcharatrontep. "Analysis of Chinese Tourist’s Behavior for Thai Shopping Mall Advertising Design." In 2021 Joint International Conference on Digital Arts, Media and Technology with ECTI Northern Section Conference on Electrical, Electronics, Computer and Telecommunication Engineering. IEEE, 2021. http://dx.doi.org/10.1109/ectidamtncon51128.2021.9425687.

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Mazaheri, Arya, Nima Rafiee, and Pejman Khadivi. "Location based targeted advertising using Bayesian network and Fuzzy TOPSIS." In 2010 5th International Symposium on Telecommunications (IST). IEEE, 2010. http://dx.doi.org/10.1109/istel.2010.5734103.

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Yu, Yingdi, Yaohui Jin, Weiqiang Sun, Wei Guo, and Weisheng Hu. "On the Efficiency of Inter-Domain State Advertising in Multi-Domain Networks." In GLOBECOM 2009 - 2009 IEEE Global Telecommunications Conference. IEEE, 2009. http://dx.doi.org/10.1109/glocom.2009.5426008.

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Perakakis, Emmanouil, Alina Levinenko, and Georghita Ghinea. "HTML5 and companion web technologies as a universal platform for interactive Internet TV advertising." In 2012 International Conference on Telecommunications and Multimedia (TEMU). IEEE, 2012. http://dx.doi.org/10.1109/temu.2012.6294721.

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