This document summarizes a research study that evaluated the effectiveness of advertising in the mobile telecommunications industry in Sri Lanka, specifically among students at Rajarata University of Sri Lanka. The study found that four key factors affected customers' attention and purchasing decisions: 1) the message idea, 2) the topic or headline/words, 3) the advertising framework, and 4) advertising ethics. Message idea had the strongest impact, while advertising media did not significantly affect customers' decisions. The study provides useful insights for mobile companies on how to improve their advertising strategies.

1. An Evaluation of Effectiveness of Advertising in Mobile
Telecommunication Industry
(With Special Reference to Students of Rajarata University of Sri Lanka)
REG. NUMBER: MGT/2007/2008/004
A research report submitted to the IT Unit, Department of Business Management in the Faculty
of Management Studies, Rajarata University of Sri Lanka in partial fulfillment of the
requirement for the B.Sc. (Business Information Technology Management) Special Degree
Information Technology Unit
Department of Business Management
Faculty of Management Studies
Rajarata University of Sri Lanka
Mihintale
2014

2. ACKNOWLEDGEMENT
This research has been inspired and fostered by several people, without whom my effort would
not have a success.
I wish to begin thanking my supervisorMr.GPHKandambi, lecture of the Department of Business
Management, Rajarata University of Sri Lanka, that you for the wisdom, understanding, and
compassion that you have imparted to me and my ideas. You have offered guidance, support, and
unwavering patience throughout this process.And also I would like to
thanksDr.PMBJayathilakehead of Department, Department of Business Management, Rajarata
University of Sri Lanka. He inspired us greatly to make this study a reality.
Special thanks and heartfelt gratitude also go to the executive grade associates of all faculties’
students of Rajarata University of Sri Lanka for the enormous support and guidance.
WGACK Abeysekara

3. ABSTRACT
This paper empirically investigates an evaluation of effectiveness of advertising in mobile
telecommunication industry with special reference to students of Rajarata University of Sri
Lanka.Sri Lankan mobile telecommunication industry an efficient telecommunications
infrastructure is a prerequisite to facilitate the changing needs of the
economy,effectiveadvertising strategy system must need to the industry. Effective advertising
strategy handling has become a vital aspect in maintaining a productive customer Relationship.
The objectives of the study are, to find out factors affecting to occur effectiveness of advertising
in mobile industry to find out the current situation of advertising strategy in the
telecommunication industry and to make recommendations that need to betterment of advertising
strategy within an organization.
The data was collectedfrom a clustered sample method and 120 students were selected to the
sample in Rajarata University of Sri Lanka. A structured questionnaire was administered to
collect data. The research conclude that of the study is that evaluation of effectiveness of
advertising in mobile telecommunication industry is significantly affected thefour variables were
affected to make customer Attention and buying decision. Topic variable were most of the
students concern rather than other variable. Secondly affected variable was advertising
framework, thirdly affected variable was advertising ethics and finallymassage idea affected to
effectiveness of advertising in mobile telecommunication industry.
Key words: Advertising, Mobile telecommunication, Rajarata University of Sri Lanka

4. CHAPTER ONE–INTRODUCTION
1.1 Background of research
In current world most of the countries are engaging pattern of liberal economic. Fundamentally
this situation increased with large development of the technology such as transportation,
communication. So with this huge development any country can’t be alone. Actually that caused
all countries to engage with liberal economic. According to this condition the day by day human
wants and productions are increased in parallel. Ultimately rapidly develop the marketing
competition among the competitors. With this marketing competition advertising has become
major way to reach to the customer. Financial value has become one of the important factors in
every decision not only in business world but also social relationships. This situation explains the
important of advertising in business world.
Advertising can directly affect to the economic, social and culture of a country. As an example
advertising has changed some core value or some cultural limitation of some natures.
If describe further more. When consider about worldwide market advertising we can see some
features advertising are not only use in marketing but also use at the farewell tasks, political
tasks and at the social tasks. As an example, for the prevention of aids, blood donations, period
of elections and for the sport tasks.
Normally we need information when deciding whether buy or not the particular good or service.
For like that buying decision mostly depends on the information given through the advertising.
So with the new technological development advertising has become most important thing to win
the market competition. Because now businessmen can advertise their products by using Social
networks, Emails, Websites, Satalight TVs, mobiles within a limited period of time and at a low
cost.

5. Here explain some countries allocation on the advertising. It will help to identify importance of
the advertising. America has expended 2% of their GDP, Switzerland has expended 2.87% and
Germany amounted to 2.42% of their GDP. And also America has made $450 of advertising
expenditure for one person. If mention multinational company wise Unilliver, Toyota are also
expanding large amount from their income for advertising expenditure.
The mobile telecommunication industryan efficient telecommunications infrastructure is a
prerequisite to facilitate the changing needs of the economy. Industry provides
telecommunication service over 18,176,000 (mobile) and 3553000 (fixed) in Sri Lanka. Further,
telephone density (telephones per 100 persons), including mobile phones, increased to 112 by
end June 2012 from 105.1 at end 2011. The mobile phone density alone stood at 95 by end June
2012.
As per early mention advertising has become very important thing to the every country, every
businessmen and to the every customer. So studying of the effectiveness of advertising to the
telecommunication industry will be important topic.
When consider about early thesis had completed their researches with varies conclusion. So that
effort will be important to confirm value of effectiveness of advertising in mobile
telecommunication industry.
1.2 Objectives of the research
1.2.1 Main objective
 To find out factors affecting to occur effectiveness of advertising in mobile industry.
1.2.2 Specific objectives
 To make recommendations that need to betterment of effectiveness of advertising.
1.3 Problem statement of research
Mobile telecom industry in Sri Lanka is one of main industries in Sri Lanka economy and the
industry provides so many services to peoples.And also there are problems regarding the
effectiveness of these advertising. And also previous research findings have noticed that

6. important of the advertising methods in business. Therefore this research will be carried out very
important findings and solutions for the existing barriers in the current business.
1.4 Research Methodology
The study needs more reliable and original data to test that problem therefore the study
population was limited to Rajarata University of Sri Lanka and students of the university have
been selected as the sample of the study. The data collected by using random sample
method.Then 116 students selected from five faculties. The study adopted several approaches for
collection primary data from use open end questionnaire. The secondary data collected from
research article, websites, some newspapers, magazines and central bank annual reports.
1.5 Limitation of research
The limitation of experienced in the compilation of this report relate to the following;
 12 weeks is not enough for the researcher to do the research. It would be better if it was
done in longer time.
 The population of experimental group is small, only 100 students and might not represent
the majority of the customers of the mobile telecommunication services.
 Society included various social levels in education. But this research consider only about
university students.
1.6 Significant of research
There is a concept of Western people “without a market advertising money can earn only to
companies of money printers”. But now those companies also use the advertising. That shows
important and unbreakable relationship of Advertising with profit.
Successful business man is to create peoples’ needs advertising process used to inform to society
about new creations of a business. Hence it is common to the modern telecommunication
industry.
In modern world how important received to the advertising some developed countries count their
advertising cost according to GDP of the country. Following chart shows the cost expenses by

7. few countries for their advertising. Thisinformationalso shows the important of advertising in the
business world.
In the present we can see a hand phone, from poor man live in the rural house to the rich man
and also school children. It is a common thing. In other hand, a big competition has been created
in the Sims selling companies. In this competition, the advertising plays a huge role and this
research focus on the effectiveness of Advertising in Mobile Telecommunication Industry.
Table1.1. Advertising cost in the world
Country 2009
US $ million
2010
US $ million
2011
US $ million
North America 162 709 158 797 161 229
Weston Europe 112 223 112477 115374
Asia Pacific 103 013 107 810 114561
Central & Eastern Europe 29826 30837 33 861
LatinAmerica 30405 32 674 35 269
Africa/Middle East/Row 18 302 21 226 23 476
World 456 479 463 822 483 770
Source:www.marketingprofs.com
1.7Conceptual framework
Several researchers have identified factors affecting to effectiveness of advertising in mobile
industry. By reviewing that the researcher has ideated the following factors to affect to
effectiveness of advertising. The factors were Causes relating to the massage theme, Head line &
words, Advertising Media, Advertising Executional Frame work and Advertising Ethics.

8. 1.8 hypostasis of research
H1: There is effect massage idea for the Attention and buying decision
H2: There is effect topic (Head line & words) for the Attention and buying decision
H3: There is effect Advertising Media for the Attention and buying decision
H4: There is effect Advertising Frameworkfor the Attention and buying decision
H5: There is effect Advertising Ethics for the Attention and buying decision
1.9 Structure of research theses
The thesis comprises five chapters and Chapter one discusses introduction to the topic with
background of the study, Significance, Objectives, and Scope of the study.The Chapter two
discusses the prior literature in relation to the Study of the Effectiveness of Advertising in
Mobile Telecommunication Industry. The Chapter three explains the methodology used in this
study, which includes selection of the sample and the data collection methods. This chapter also
discusses the variables used and the measurement used to measure the performance hypothesis,
and includes a discussion of the statistical techniques use to analyze the data.The Chapter four
Figure 1.1 Conceptual framework
Source: Developed by Researcher
Effective Advertising
Attention and
Buying decisionAdvertising Media
Advertising Ethics
Message idea
Advertising Executional
Framework
Topic (Head line & words)

9. discusses the results of the statistical analysis of the data. Here, descriptive statistics. The last
chapter discusses the findings of the study, conclusion and recommendations based on the study
by the researcher.
DATA PRESENTATION AND ANALYSIS
4.1. Chapter Introduction
In this study researcher identified an Evaluation of Effectiveness of Advertising in Mobile
Telecommunication Industry. This chapter consists of presentation of collected data in an
efficient manner and analysis of the data in number of possible ways related with the study.
Study considered the factor analysis as per the main analytical tool for the purpose of arriving at
judgments on which the conclusion is based.
In this study select the sample use population as 4731 students from 5 faculties in Rajarata
university of Sri Lanka and select 116 sample but only 100 was respond to the questionnaire.
Table 4.1 Sample
Faculty Issued
Questionnaires
Achieved
Questionnaires
Faculty of Management Studies 34 29
Faculty of Social Science & Humanities 32 27
Faculty of Applied Science 18 16
Faculty of Agriculture 10 9
Faculty of Medicine and Allied Sciences 22 19
Total & Percentage 116 (100%) 100 (87%)

10. 4.2.9 Descriptive
Table4.10 Descriptive Statistics
Variable Mean Std. Deviation Variance
Dependent Variable 3.30 0.893 0.798
Media 3.56 0.468 0.219
Idea 3.50 0.540 0.292
Topic 3.12 0.623 0.388
Ethics 3.29 0.564 0.319
Framework 3.23 0.624 0.389
Source: Survey data
The above table show that main descriptive statistics mean stranded deviation of sales and other
variables as advertising media, advertisement idea, topic, advertising ethics and framework.
There was 100 questioner and five multiple choice questions. When considering dependent
variable mean value is 3.30 (moderate)and std. deviation is .893. There is 3.56(Agree) mean and
.468 std. deviation on Advertising Media. It is 3.5 (agree) mean value and .540 Std. deviations in
advertising idea. It is 3.12 mean values (moderate) and .623 Std. deviations in advertisement
topic. It is 3.29 mean values (moderate) and .564 Std. deviations in advertising idea. It is
3.23mean values (moderate) and .624 Std. deviations in advertising idea.
4.3Bivariate analysis
Bivariate analysis involves the analysis of two variables (often denoted as X, Y), for the purpose
of determining the empirical relationship between them. Bivariate analysis involves computing a
simple correlation coefficient (Wikipedia.org).
The bellow core relation table shows Pearson's r value and significant value among variables.
Correlation explains how two variables react to each other e.g. what change will occur in idea
with the change independent variable of Attention and Buying decision.

11. 4.4 Hypothesis Testing
4.4.1 There is effect massage idea for the attention and buying decision (H.1)
Thep distribution critical value is 0.05. In the 4.16 table, value of p is 0.044 its show that accept
aria (lower than critical p value)therefore hypothesis accept (There is effect massage idea for the
Attention and buying decision).
4.4.2 There is effect topic variable for the attention and buying decision (H.2)
In the pcritical value is 0.05. In the 4.17 table, value of p is 0.007 its show lower than critical p
value therefore hypothesis accept (There is effect head line & words for the Attention and buying
decision).
4.4.3 There is effect media for the attention and buying decision (H.3)
In the 4.12 table, value of p is 0.094 its show higher than critical p (p<0.05) value therefore
hypothes is reject (There is not effect advertising media for the Attention and buying decision).
Table 4.11Correlations of independent variables and dependent variable
Variables Media Idea Topic Ethics Framework
Pearson Correlation (r) -0.168 0.202* 0.267** 0.244* 0.245*
Sig. (2-tailed) 0.094 0.044 0.007 0.015 0.014
Source: Survey Data
* Correlation is significant at the 0.05 level (2-tailed)
**Correlation is significant at the 0.01 level (2-tailed)
Table 4.12Table of regression Analysis
Variable F Significance Coefficients (B) β Standard Error t
Idea Variable 4.171 0.044 0.334 0.202 0.164 2.042
Topic 7.537 0.007 0.383 0.267 0.140 2.745
Media 2.864 0.094 -0.322 -.168 0.190 1.692
Framework 6.245 0.014 0.351 0.245 0.140 2.499
Ethics 6.181 0.015 0.385 0.244 0.155 2.486
Source: Survey Data
Constant : idea (a) = 2.132, topic (a) =2.106 media (a) = 4.446, framework (a)=2.168, ethics (a) = 2.033

12. 4.4.4 There is effect framework for the attention and buying decision (H.4)
In the 4.12 table value, of p is 0.014 its show lower than critical p (p<0.05) value therefore
hypothes is accept (There is effect advertising framework for the Attention and buying decision).
4.4.5 There is effect ethics for the attention and buying decision (H.5)
The p critical value of is 0.05. In the 4.20 table value, of p is 0.015 its show lower than critical f
value therefore hypothesis accept (There is effect advertising ethics for the Attention and buying
decision).
4.4.6 Summary of the hypothesis testing
Table 4.13 shows that summary of the hypothesis testing. Hypothesis 01, 02, 04 and 05 was the
accepted and hypothesis 03 was rejected in this research.
Table 4.13 summary of hypothesis testing
Hypothesis
H1: There is effect massage idea for the Attention and buying decision Accepted
H2: There is effect Topic variable for the Attention and buying decision Accepted
H3: There is effect Advertising Media for the Attention and buying decision Rejected
H4: There is effect Framework for the Attention and buying decision Accepted
H5: There is effect Advertising Ethics for the Attention and buying decision Accepted
Source: Survey Data
5.2 Conclusion
This study has attempted to assess three valuation of effectiveness of advertising in mobile
telecommunication industry. The results of this study are importance to plan the advertising
strategies in the business organization and consumers have an ever growing list of entertainment
options. The most interesting result is that evaluate in the study.
The Pearson correlation value (r) between massage idea and Attention, buying decision was
0.202 and that indicated there was positive relationship between idea and customer Attention,
buying decision. According to the multiple regression analysis p value lower than the

13. 0.05(p=0.044), hence it shows there was hypothesis one accept (There is effect massage idea for
the Attention and buying decision).
Advertising ethics for Attention, buying decision Pearson correlation value (r) was 0.267and that
indicated there was positive relationship between headline/words and customer Attention, buying
decision. According to the multiple regression analysis p value lower than the 0.05 (p=0.007),
hence it shows there was hypothesis two accept (There is effect headline/words for the Attention
and buying decision).
The Pearson correlation value (r) of media variable and Attention, buying decision was -
0.168and that indicated there was negative relationship between media and customer Attention,
buying decision. According to the multiple regression analysis p value higher than the 0.05
(p=0.094), hence it shows there was hypothesis threerejected (There is effect media for the
Attention and buying decision).
When consider Pearson correlation value (r) between framework and Attention, buying decision
was 0.245and that indicated there was positive relationship between framework and customer
Attention, buying decision. According to the multiple regression analysis p value lower than the
0.05 (p=0.014), hence it shows there was hypothesis two accept (There is effect framework for
the Attention and buying decision).
Advertising ethics for Attention, buying decision, Pearson’s correlation value (r) was 0.244and
that indicated there was positive relationship between ethics and customer Attention, buying
decision. According to the multiple regression analysis p value lower than the 0.05 (p=0.015),
hence it shows there was hypothesis three accept (There is effect ethics for the Attention and
buying decision).
5.3 Recommendations
The research conclude that of the study is that evaluation of effectiveness of advertising in
mobile telecommunication industry is significantly affected the four variables were affected to
make customer Attention and buying decision. Topic variable were most of the students concern
rather than other variable (r=0.267). Secondly affected variable was advertising framework
(r=0.245), thirdly affected variable was advertising ethics (r=0.0244) and finally massage idea
(0.202) affected to effectiveness of advertising. Media variable were negatively affected
effectiveness of advertising in mobile telecommunication industry (r = -0.168).

14. Advertisement topic and word were higher relationship with attention and buying decision. After
following bellow strategies can advertisement topic and words related to effectiveness of
advertisement. Organization should Use Positives Words in the advertisement (example: free,
offer) there mean value of positive word ware 3.46, Direct Address to customer as example use
“dear customer, dear students etc.” (Mean=3.37), Use Surprise Words and topic in the
advertisement (mean=3.24).
Secondly, variable of framework was relationship with attention and buying decision. After
following bellow strategies can advertisement framework related to effectiveness of
advertisement. Organization should Use Testimonial advertisement (when a customer is
presented in an advertisement telling about a positive experience with a product)there mean
value were 3.54, Dramatization advertisement (example, excitement and suspense to tell the
story) there mean value were 3.40, animation advertisement (mean=3.29), authoritative
advertisement (example as given information, product is superior to other brands)(mean=3.20)
and fantasy advertisement (example as use romantic, love, sex) (mean=2.72).
Ethic is difficult to evaluate because it is so broadly practiced, and because different countries,
customs, religions will have different ethics. Moreover, whether some advertisements will be
justified as good or bad for the society depends on different backgrounds. This study identifies
some important ethical issues in advertising that provide accurate information to customer
(mean=3.96), insure fair and square in the advertisement (mean=3.83) and assure civilization
values (mean=2.77).
Advertisement massage idea was higher relationship with attention and buying decision. After
following bellow strategies can advertisement massage idea related to effectiveness of
advertisement, organization should provide cultural value in the advertisement (mean=3.97),
deliver social needs advertisement (mean=3.63), create advertisement by using natural
environment location (mean=3.51).