Relationships between Advertising Value and Dimensions of Advertising: A case of Television Advertising of GSM Providers in Indonesia

Mobile service industry plays an important role in Indonesia as it connects people in all areas across the country. Its ability to reach remote areas, flexibility and richness in features make it one of the fastest growing industry in Indonesia. This leads to a fierce competition among mobile operator companies to get more subscribers and maintain the existing ones by using advertising, including television advertising. This study found that there are relationships between perceived advertising value and advertising dimensions. These findings are consistent with prior findings from other researches. Recommendation and further study are summarized and addressed to the advertising scholars and practitioners.