Since 2014
A Thematic Analysis of Advertisement in the Telecommunication Industry
Binus Business Review
View Archive Info| Field | Value | |
| Title |
A Thematic Analysis of Advertisement in the Telecommunication Industry
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| Creator |
Amah, Esther
Ogunnaike, Olaleke Oluseye Ayeni, Adebanji William Ojo, Mercy |
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| Subject |
Business Management; Marketing
themes, appeals, advertisement, telecommunication |
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| Description |
The main objective of this research was to determine the types of appeals used in telecommunication advertisement, explain how the themes and appeals used in the advertisement were presented, and see how it could attract subscribers despite the challenges in the industry. Qualitative content analysis method was used to provide a thematic analysis of the messages contained in numbers of selected advertisements shown on YouTube, social media, and television stations in Nigeria. The findings show that the advertisements adopt emotional (love, celebrity appearance, music, comedy, humor, drama) and rational appeal to persuade the subscribers. Moreover, the themes of the advertisements focus on accomplishment and improve service regarding call charges, network coverage, network quality, and customer service. It further shows that these strategies employed by the telecommunication industry are capable of influencing the choice of the subscribers in the Nigerian market. The research recommends and concludes that companies should consistently engage the appeals used with more emphasis on the emotional appeal to retain their size of the market.
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| Publisher |
Bina Nusantara University
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| Contributor |
—
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| Date |
2017-11-30
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
http://journal.binus.ac.id/index.php/BBR/article/view/3713
10.21512/bbr.v8i3.3713 |
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| Source |
Binus Business Review; Vol 8, No 3 (2017): Binus Business Review; 221-228
2476-9053 2087-1228 |
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| Language |
eng
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| Relation |
http://journal.binus.ac.id/index.php/BBR/article/view/3713/3224
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