The Emergence of Advertising and Promotion in the French Telecommunications Sector: 1952-2002

  • Marie Carpenter Université Paris-Saclay, France
  • Patrick Luciano Center for Engaged Management Research, Université Paris-Dauphine, France


Purpose – An historical study of the emergence and development of advertising and promotion in the French telecommunications sector between 1952 and 2002.
Methodology – Study of existing secondary sources and original source material to develop a comparison of three eras.
Findings – 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.
Implication/limitations – The French telecommunications sector was 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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