The emergence of advertising and promotion in the French telecommunications sector: 1952-2002

Abstract : This historical study of the emergence and development of advertising and promotion in the French telecommunications sector between 1952 and 2002 is based existing secondary sources and original source material and compares three eras. Initially, the advertising and promotional practices studied were introduced gradually (1952-1973). They subsequently became increasingly important and systematic (1974-1985) before finally became those of a modern organization (1986-2002) in the competitive sphere. We outline the increase in spending on publicity throughout the period. The increase accelerated at the start of the 1980s and again in the second half of the 1990s. The French telecommunications sector was thus aware of the necessity to engage in advertising and promotional activities prior to the existence of competition, although the growth of the mobile sector and the new competitive environment strongly accelerated the adoption of such practices.
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Conference papers
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https://hal.archives-ouvertes.fr/hal-02353828
Contributor : Médiathèque Télécom Sudparis & Institut Mines-Télécom Business School <>
Submitted on : Thursday, November 7, 2019 - 2:38:48 PM
Last modification on : Thursday, November 14, 2019 - 9:43:27 AM

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  • HAL Id : hal-02353828, version 1

Citation

Marie Carpenter, Patrick Luciano. The emergence of advertising and promotion in the French telecommunications sector: 1952-2002. CHARM 2019 : 19th Biennial Conference on Historical Analysis & Research in Marketing, May 2019, Ottowa, Canada. ⟨hal-02353828⟩

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