اتجاهات الجمهور نحو الإعلانات الرقمية و دورها في تحقيق التنافسية لدى شركات الاتصالات في مصر : دراسة تطبيقية

الملخص EN

The study aims to identify the public's trends towards digital advertising and its role in Egyptian telecom companies by monitoring the competitive strategies on which that they rely to present their advertisements to the public.

This study belongs to descriptive studies, The study depends on content analysis tools and questionnaire tools.

And uses a deliberate sample of digital advertising offered by two telecom companies via their website, mobile ads and advertising in their social media accounts (Facebook, Twitter, Instagram), plus a sample available from the public in a 400- person intentional sample of companies, s services users and their advertisers to identify their trends towards it.

The study reveals that telecommunications companies (sample study) employed the differentiation strategy in their advertising, Study companies have employed cost leadership strategy through promotional pricing and psychological and time-based distributes while the method of skimming pricing came last, And have expanded the strategy of focusing on geographic scope, targeted audience and specialized marketing with their websites more than mobile advertising and social media websites, and showing to employ QR Code as a mode of feature for mobile advertising.