Evaluating the promotional campaign of Vodafone's student plan when promoting to University of Malta students

Abstract

The purpose of this study is to evaluate the promotional campaign of Vodafone's Student plan. It aims to find out the role that advertising on media vehicles plays for the promotional campaign of Vodafone's student plan when compared to advertising on campus. Methodology - The Methodology consists of two parts. First, an experience survey is conducted with Vodafone's Branding manager, Mr. Matthew Zammit. After obtaining the necessary information from the experience survey, an online questionnaire was sent to University of Malta students in order to arrive to the final results. Findings - The study concluded that the majority of the respondents are aware of the student and have a positive attitude towards it. The majority of the respondents also make use of the student plan. It was also concluded that advertising on campus is much more effective than advertising on media vehicles, when promoting to students. Research Limitations - This study was limited only to University of Malta students and therefore these results do not represent the overall student population Practical Implications - This study highlighted that advetising on media vehicles has to be improved when promoting to University of Malta students. Originality and Value - This study managed to provide, what advertising methods are most effective when promoting for University of Malta students.