Browsing by Subject "Information and communication"
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Item Restricted Below the line advertising in the telecommunications industry : analysis for the case of Germany(2020) Talha Altaf, Muhammad; Behar Villegas, Erick; Mantel, Peter; bachelor thesis in Business Administration"This study is conducted with the aim of finding, understanding and analyzing the relationship between below the line advertising and consumer purchase intention in the telecommunication industry in Germany. The study also describes the relationship between above the line advertising and below the line advertising and how the latter has started to become a more profitable and efficient option. Due to the fact that below the line advertising includes many different promotional activities, this study only focuses on the three main branches, i.e. Billboards, Sponsorships and Sales Promotion. The study was carried with the help of the primary data collection which was obtained by the use of questionnaire answers and also with the help of secondary data obtained from different sources. The connection between the said below the line advertising activities and consumer purchase intention in the telecom industry was then analyzed and the results identified how significant sponsorships and sales promotions are in altering a customer's purchase intention in the telecom industry, meanwhile, billboards did not prove to be as effective. The study cannot be considered as the only answer to the question due to the limitations faced. Different factors such as the different localities and norms of the respondents, limited access to information and other external factors can have different implications on the findings of the study."