KAPIL YADAV

8/2/2019 KAPIL YADAV

1/59

IMPACTOF ADVERTISING STRATEGIESOF

NOKIA CELLULARPHONES

SUMMERTRAINING PROJECT REPORTSUBMITTED TOWARDS PARTIAL FULFILLMENT

OF

BACHELOROF BUSINESS ADMINISTRATION

(AFFILIATED TO CH. CHARAN SINGH UNIVERSITY, MEERUT)

ACADEMIC SESSION

[2009-20012]

Submitted To: Submitted By:

Ms. DIVYA AGNIHOTRI Kapil Yadav

(Faculty) Roll No. 9353600

IMS, Ghaziabad

(Internal Supervisor)

UNDER THE GUIDANCE OF:

Mr. Brajesh Singh

(Asst. Marketing Manager)Nokia, Delhi

(External Supervisor)

INSTITUTEOF MANAGEMENT STUDIESC-238 BULANDSHAHRROAD, LAL QUAN, PB NO.-57

GHAZIABAD- 201 009


2/59

DECLARATION

I hereby declare that the research work embodied in this dissertation

entitled A study on Impact of Advertising Strategies of Nokia

Cellular Phones has been carried out by me under the guidance and

supervision of Mrs. Divya Agnihotri , (Internal Guide), Institute of

Management Studies, Ghaziabad.

I also declare that this dissertation has not been submitted to any otheruniversity/ Institution for the award of any other Degree/Diploma.

(KAPIL YADAV)


3/59

ACKNOWLEDGEMENT

I sincerely thanks Mrs. Seema Garg (Chairperson-BBA) Institute ofManagement Studies, Ghaziabad for granting me the permission to do

this Research Project. I would like to express my immense gratitude to

Professor Mrs. Divya Agnihotri, (Internal Guide), Institute of Management

Studies, Ghaziabad for her guidance, continuous encouragement and

valuable suggestions at every stage of the project.

Special Thanks to Mr.Brajesh Singh (Asst. Marketing Manager-Nokia) and

to my Team Members at Nokia (Delhi)

I extend my deep sense of gratitude to all my family and friends who

have directly or indirectly encouraged and helped me to complete my

project successfully.

KAPIL YADAV


4/59

Table of Contents

FINDINGS AND ANALYSIS ..........................................................26 BRAND AWARENESS: ..................................................................26

TABLE -2 ..........................................................................................27

REASON TO PURCHASE THE PRODUCT ................................29

4 PS BUSINESS AND MARKETING............................................ 58

EXECUTIVE SUMMARY

This report titled IMPACT OF ADVERTISING STRATEGIES OF NOKIA

CELLULAR PHONES is submitted in partial fulfillment of the

requirements for the degree of Bachelor of Business Administration of

CCS University.

This study is an attempt to understand the impact of advertising of

Nokia Cellular Phones. It also tries to evaluate the advertising

effectiveness in establishing brand patronage among the viewers.

The objective of this study is to analyze the advertising effectiveness onconsumers of Nokia Cellular Phones, to analyze the different medium

through which the advertisement reaches maximum number of people

in the market, to analyze the strategies that the company should adopt

such that the viewers turn into consumers, to know the present status of

the competitors of Nokia Cellular Phones in terms of advertisement. The

survey was conducted among the college students because the market

for cellular phones is huge. Questionnaire were prepared and distributed

to get the suggestions about the effectiveness of advertisement of Nokia

Cellular Phones. By the survey, we came to know about the various

media that has to be used greater number of people in the market and

the strategies that has to be used for making the advertisement more

effective when compared to its competitors.


5/59

From the conclusion of this study we can come to the know what

strategies can be adopted such that the advertisement of Nokia Cellular

phones can be made more efficient when compared to their

competitors. The medium of advertisement that has to hire through

which we can reach maximum number of people. The style, word and

tone that has to be used in the advertisement that attracts more

number of people. The type of feeling that is created by the

advertisement and the strategies to adopt that attract the people

toward those feelings.


6/59

INRODUCTION

STATEMENT OF THE PROBLEM

TO STUDY THE IMPACT OF THE ADVERTISEMENT STRATEGIES OF NOKIACELLULAR PHONES.

In this market, which is full of competitors, we would like to know thestrategies that help us to beat our competitors. This study helps us toknow how we can over come our competitors with regard toadvertisement.

OBJECTIVES OF THE STUDY:

1. To analyze the advertising effectiveness on consumers of Nokia

Cellular Phones.

2. To analyze the different medium through which the advertisement

reaches maximum number of people in the market.

3. To analyze the strategies that the company should adopt to turn

viewers into consumers.

4. To know the present status of the competitors of Nokia Cellular

Phones in terms of advertisement.

5. To analyze what the viewers expect from the advertisement in

present generation.

SCOPE OF THE STUDY:

The study is conducted with respect to Nokia Cellular Phones. Due to

time and resource constraints, this study is focused on College Students.

This study helps us to know how we can over come our competitors with

regard to advertisement.

OPERATIONAL DEFINITIONS:The definitions committee of the American Marketing Association hasdefined advertising as, Any paid form of non-personal presentation ofidea, goods or service by an identified sponsor.


7/59

About The CompanyNOKIA

From its inception, Nokia was in the communications business as a

manufacturer of paper- the original communications medium. Thencame to technology with the founding of the Finnish Rubber Works atthe turn of the 20th century.Rubber and Associated Chemicals were leading edge technologies atthat time. Another major technological change was the expansion ofelectricity into homes and factories which led to the establishment ofthe Finnish Cable Works in 1912 and, quite naturally, to the manufactureof Cables for the telegraph industry and to support that new fagleddevice the telephone.After operating for 50 years, an Electronics Department was set up atthe Cable Works in 1960 and this paved the way for a new era in

telecommunications. Nokia Corporation was formed in 1967 by themerger of Nokia company the original paper making business withthe Finnish Rubber Works and Finnish Cable Works.Design has always been important at Nokia and todays mobile phonesare regarded as a benchmark for others to follow. Take, for example,multi-colored, clip-on facias, which turned mobiles into a fashion item,overnight.But Nokia has always thought like that and back in the fashion conscious1960s when one branch of the corporation was a major rubbermanufacturer, it hit on the idea of making brightly colored rubber bootsat a time when boots followed the Henry Ford principle you could have

any color, so long as it was black!The 60s, however, were more important as the start of Nokias entryinto the telecommunications market. A radiotelephone was developed in1963 followed, in 1965, by data modems long before such items wereeven heard of by the general public.In the 1980s, everyone looked to microcomputers as t he next bigthing and Nokia was no exception as a major producer of computers,monitors and T.V. sets. In those days, the prospect of High Definition


8/59

T.V., Satellite Connections and text services fuelled the imagination ofthe fashion conscious homeowner.In the background, however, changes were afoot. The worlds firstinternational cellular mobile telephone network, NMT, was introduced inScandinavia in1981 and Nokia made the first car phones for it. Trueenough, there were transportable mobile phones at the start of the80s but they were heavy and huge. Nokia produced the original handportable in 1987 and phones have continued to shrink in inverseproportion to the growth of the market ever since.It took a technological breakthrough and a change in the politicalclimate to create the wire-free world people is increasingly demandingtoday. The technology was the digital standard, GSM, which could carrydata in addition to high quality voice. In 1987, the political goal was setto adopt GSM throughout Europe on July 1st 1991. Finland met thedeadline, thanks to Nokia and the operators.Politics and technology have continued to shape the industry. The 80sand 90s saw widespread deregulation, which stimulated competitionand customer expectations. Nokia changed too and in 1992 Jorma Ollila,then President of Nokia Mobile Phones, was appointed to head the entireNokia group.

2001 and into the Future

Nokia is harnessing its experience in mobility and networks to generatea startling vision of the future. Meeting rooms, offices and homes will besmart enough to recognize their human visitors and give themwhatever they want by listening to their requests.

Nokia welcomes change and improvement and can embrace new ideasat great speed. Such characteristics will never change but, as to therest, the story has only just begun!During the past few years Nokia has been actively acquiring companieswith interesting new technologies and competencies, including alsoinvestments in minority positions. All of these acquisitions andinvestments were targeted to enhance Nokias ability to help create themobile world.During the past few years Nokia has been divesting businesses, whichhave not been a critical component to our vision of the Mobile World.This strategy has enabled Nokia to focus on shareholder value byconcentrating on the core competencies and business areas where wesee the most value added and the best growth opportunities.

NOKIA FIRST IN TELECOMMUNICATIONS

The worlds first international cellular mobile telephone network NMTwas opened in Scandinavia in 1981 with Nokia introducing the first car


9/59

phones for the network. The worlds first NMT hand portable, the Nokiacity man was launched in 1987.

Year 2003:Nokia announce that the worlds first CDMA 2000 1xEV-DV high-speedpacket data phone call was completed at Nokias CDMA Product CreationCentre in San Diego. The call, achieving a peak data rate of 3.09 Mbps,was made between a test set based on a commercially available Nokia2285 handset upgraded with a Nokia 1xEV-DV chipset and a RacalInstruments, Wireless Solutions Group, 1xEV-DV base station emulator.This chipset is the worlds first to support complete 1xEV-DV Release Cfunctionality.

Year 2004:Using Nokias CDMA Dual -Stack handset, Nokia demonstrated theIndustrys first Mobile IPv6 call at the 3G World Congress Conventionand Exhibition in November. The demonstration highlighted real-timestreaming video with seamless hand off between two CDMA accessnetworks using Mobile IPv6.Nokia announced the Nokia NFC (Near Field Communication) shell, thelatest step in the development of innovative products for mobilecommunications, in November. With the Nokia NFC shell on their phone,consumers will be able to easily access a variety of services andconveniently exchange information with a sample touch gesture utilizingNFC technology.In October Nokia and Telia Sonera Finland successfully conducted theworlds first EDGE-WCDMA 3G packet data handover in a commercialnetwork. Achieving a first for the Asia-Pacific region, Nokia, Media CorpTechnologies, M1 and the Media Development Authority of Singaporejointly showcased a live end-to-end mobile phone TV broadcast over aDVB-H (Digital Video Broadcast Handheld) network at the NokiaConnection event in Singapore.Nokia and Texas Instruments Incorporated introduced the first pre-integrated and validated series 60 Reference Implementation based onTIs OMAP (TM) processor - powered reference design in February. Thereference implementation is available immediately to series 60 licenses.

Year 2005:

The Nokia 6630 imaging smart phone has as the first device in the worldachieved global GCF 3G WDCMA certification. The certification wasachieved based on the requirements defined by Global CertificationForum (GCF), an independent industry body which provides networkcompliancy requirements and testing for GSM / WCDMA mobile devices.SBS Finlands Kiss FM became the first radio station in the world to beginVisual Radio Broadcasts. The unique new concept developed by Nokiaoffers the listeners the possibility to give feedback and to participate in


10/59

programs easier than ever before. Nokia introduced a new product forsecure mobile contactless payments and ticketing. The worlds first NearField Communications (NFC) product for payment and ticketing will bean enhanced version of the already announced Nokia NFC shell for Nokia3220 phone.

CELLULAR

A type of wireless communication that is most familiar to mobile phonesusers. Its called Cellular because the system uses many base stationsto divide a service area into multiple Cells. Cellular cells are transferredfrom base station to base station as a user travels from cell to cell.The basic concept of cellular phones began in 1947, when researcherslooked at crude mobile (Car) phones and realized that by using smallcells (range of service area) with frequency reuse they could increasethe traffic capacity of mobile phones substantially. However at that time,

the technology to do so was nonexistent.Anything to do with broadcasting and sending a radio or televisionmessage out over the airwaves comes under Federal CommunicationsCommission (FCC) regulation. A cell phone is a type of two-way radio. In1947, AT & T proposed that the FCC allocate a large number of radiospectrum frequencies so that widespread mobile telephone servicewould become feasible and AT & T would have an incentive to researchthe new technology. We can partially blame the FCC for the gapbetween the initial concept of Cellular Service and its availability to thepublic. The FCC decided to limit the amount of frequencies available in1947, the limits made only twenty-three phones conversations possible

simultaneously in the same service area not a market incentive forresearch. The FCC reconsidered its position in 1968, stating if thetechnology to build a better mobile service works, we will increase thefrequencies allocation, freeing the airwaves for more mobile phones. AT& T and BELL labs proposed a cellular system to the FCC of many small,low-powered, broadcast towers, each covering a Cell a few miles inradius and collectively covering a larger area. Each tower would use onlya few of the total frequencies allocated to the system. As the phonestraveled across the area, cells would be passed from tower to tower.


11/59

WIRELESS STANDARDS

ANALOG SERVICE:

A method of modulating radio signals so that they can carry information

such as voice or data. Analog cellular phones work like a FM radio. Thereceiver and transmitter are tuned to the same frequency, and the voicetransmitted is varied within a small band to create a pattern that thereceiver reconstructs, amplifies and sends to a speaker. The drawbackof analog is the limitation on the number of channels that can be used.

DIGITAL SERVICE:

A method of encoding information using a binary code of 0s and 1s.Most new wireless phones and networks use digital technology. Indigital, the analog voice signal is converted into binary code and

transmitted as a series of on and off transmissions. One of digitalsdrawbacks is that there are three digital wireless technologies, CDMA,TDMA, and GSM. Phones that work with one technology may not work onanother.

TDMA IS-136 (TIME DIVISION MULTIPLE ACCESS):

It is an update to TDMA IS-54, also called Digital AMPS or D-AMPS.Released in 1994, TDMA IS-136 uses the frequency bands available tothe wireless network and divides them into time slots with each phoneuser having access to one time slot at regular intervals. TDMA IS-136

exists in North America at both the 800 MHz and 1900 MHz bands. MajorUS carriers using TDMA and AT & T wireless services, BELL SOUTH andSOUTH WESTERN BELL.

CDMA IS-95 (CODE DIVISION MULTIPLE ACCESS):

It is based on a form of spread spectrum technology that separatesvoice signals by assigning them digital codes within the same broadspectrum. CDMA type technology was used in military communicationsystems because it was resistant to interface from enemy signals.The Qualcomm Corporation began developing a CDMA wireless system

in the late 1980s that was accepted as a standard in 1993 and wentinto a operation by 1996. CDMA also exists at both the 800 MHz and1900 MHz bands. The major US carriers using CDMA are AIR TOUCH,BELL ATLANTIC / NYNEX, GTE, PRIMECO and SPRINT PCS.

GSM (GLOBAL SYSTEM FOR MOBILE COMMUNICATIONS):


12/59

It is based on an improved version of TDMA technology. In 1982, theconference of European posts and Telecommunications (CEPT) beganthe process of creating a digital cellular standard that would allow usersto roam from country to country in Europe. By 1987, the GSM standardwas created based on a hybrid of FDMA (Analog) and TDMA (Digital)technologies. GSM engineers decided to use wider 200 KHz channelsinstead of the 30 KHz channels that TDMA used, and instead of havingonly 3 slots like TDMA, SM channels had 8 slots. This allowed for fast bitrates and more natural-sounding voice- compression algorithms. GSM iscurrently the only one of the three technologies that provides dataservices such as email, fax, Internet browsing, and intranet / LANwireless access, and its also the only service that permits users to placea call from either North America or Europe. The GSM standard wasaccepted in the US in 1995. GSM-1900 cellular systems have beenoperating in the US since 1996, with the first network being in theWashington D.C. area. Major carriers of GSM 1900 include omni point,Pacific Bell, Bell South, Sprint Spectrum, Microcell, Western Wireless,Powertel and Aerial.

DIFFERENT TECHNOLOGY

BLUETOOTH TECHNOLOGY

It is a technology for wireless communication between devices. Itsbased on a low cost short-range radio link. Every decorator knows thatcables and wires are unsightly and confusing. Bluetooth connections

allow wireless communication between devices within a range of about30 feet (10 meters). Unlike infrared, you dont have to point devicesdirectly at each other, or even have both devices in the same room. Bluetooth can initiate connections automatically with paired devices, so youdont even have to think about it. And no, you dont have to pay for aBluetooth connection; no matter how much data you transfer.When two devices share information, there are a few things that have tobe worked out: firstly, how they will physically connect through howmany wires? Or none at all? And then what are the agreed commandsthat will make sense to both devices? Bluetooth is an industry standardthat solves both of these issues cheaply, and using very little battery

power.

GPRS TECHNOLOGY

General Packet Radio Service is a technology that allows your phone totransfer data at moderate speeds. GPRS lets you send data faster thanover a GSM data network, and its also a lot more efficient. But datasounds pretty vague.


13/59

To use GPRS, you need a phone that supports it, a subscription fromyour network operator that supports GPRS, and the proper settings.GPRS does what it says: it sends packets of data over a radio wave (onGSM network). Packet switching works like a jigsaw puzzle: your data issplit into many pieces, then sent over the network and reassembled atthe other end. GPRS is just one of the ways to transport these jigsawpuzzles.

EDGE TECHNOLOGY

Enhanced Data rates for Global Evolution (EDGE) enables dataconnections three times faster than GPRS within the same multi slotclass. Like GPRS, youre billed for the data you transfer, not for the timeyou spend connected.EDGE opens up a lot of possibilities for connecting to data networks onyour mobile phone, making it far less frustrating to stream video anddownload larger files. To use EDGE, you need a phone that supports it, asubscription from your network operator that supports EDGE, and theproper settings. EDGE is based on General Packet Radio Service, whichsends packets of data over a radio wave. Packet Switching works likea jigsaw puzzle: your data is split into many pieces, then sent over thenetwork and reassembled at the other end. GPRS is just one of the waysto transport these jigsaw puzzles.

JAVA TECHNOLOGY

JAVA is both a programming language and a software platform, and itsused to create and run applications for Nokia phones. With JAVAapplications, your phone can do more of the things youd like it to do.Downloading and installing applications is a relatively simple process (asis uninstalling them), and there is a wide range of applications available.JAVA was originally developed by Sun Microsystems. Enhancements andstandardization of the JAVA platforms are conducted by the JAVACommunity Process (JCP), in which Nokia takes on active role togetherwith sun and other members. There are two parts to JAVA technology: aprogramming language, and an environment in which those commandscan be executed. You need an environment where the language meanssomething, so JAVA brings its own environment along. JAVA enabled

Nokia phones most Nokia models on the market now-contain a JAVAVirtual Machine, which is ready to run applications written in JAVA. Thismakes using new applications easy, because you usually dont have toconfigure, load, or install anything else.

MMS TECHNOLOGY


14/59

MMS stands for Multimedia Messaging Service, a technology that allowsyou to create, send and receive text messages that also include animage, audio, and / or video clip. MMS messages are sent from onemobile phone to another, or to an email address. Multimedia Messagingenriches your mobile messages in much the same way as insertingphotos or changing fonts and colors does in email its both useful andexpressive.MMS messages are sometimes considered equivalent to so calledPicture Messaging, popularized by the recent imaging phones boom,but other uses of the technology do exist.You dont need to have an imaging phone to send and receive MMSmessages, just an MMS-enabled mobile phone, an operatormanagement that supports the service, and the correct settings on yourhandset. Of course, an imaging phone gives you the option of creatingand passing on your original images.An MMS message is a multimedia presentation in a single entry, unlikean email with attachments, making it easier to create and simpler todeliver than an email with attachments. MMS is a scalable technology,which means its suitable for most types of mobile phones. And MMS iscompatible with fixed email addresses, so it is possible to criss-crossback and forth over the mobile-PC border.

MOBILE BROWSING TECHNOLOGY

A mobile browser is simply any program that lets you access and readcontent on a network from a mobile device usually the Internet orsome other mobile network service. As more phones on the marketboast high network connection speeds and color screens, mobilebrowsing is becoming more common (and a lot better looking).Many new Nokia models come with an integrated XHTML or even HTMLmobile browser, giving you the chance to surf without being chained to adesktop computer.

Todays mobile browsers give you richer colors and faster browsing thanthe original mobile browsers, and most importantly, a way to access theweb at your finger tips. Considering the no-frills WAP sites that started

off mobile browsing, the technology has come a long way.In order to browse with a mobile phone, you need to have a phone witha browser (either one thats built in or downloaded), a subscription fromyour network operator to a data service (GSM data, GPRS, EDGE,WCDMA, etc) and the correct settings on your phone. Then its up toother companies and individuals to build the sites and services you canbrowse.


15/59

MOBILE VIDEO TECHNOLOGY

Mobile video means both creating your own video clips and watchingcontent created by others. There are two types of mobile video contentservices: downloadable and streaming. You can download, store andplay back videos on your mobile device. Or, you can stream videocontent, which is a better option for viewing longer clips because dataisnt stored on your phone. You can also tune in to live video feeds usingstreaming. We can

Use a phone equipped with a camera to record your own clips, thensend them (by email, MMS or over a wireless connection usingBluetooth technology or infrared).

Watch streamed news, sports, music videos, or movie trailers.

Watch live camera views such as road conditions, concerts, parties,etc.

Subscribe to MMS videos and download short video content such as

daily news, weather or cartoons. Store your favorite videos on a Multimedia Card (MMC) card longer

clips can fit on a MMC card as long as it has enough capacity.Unless the video you want to watch is already stored on an MMC card,your phone must be able to connect to the Internet in order to access tovideo files. This means you need a phone with a GPRS, EDGE, WCDMA orother network connection, and the correct settings. If youre interestedin streaming video, look for a phone that supports EDGE or CDMA.


16/59

REVIEW OF LITERATURE

ADVERTISING

Advertising is any paid form of non-personal presentation and promotionof ideas, goods or services by an identified sponsor. It is paid

communication because the advertiser has to pay for the space or timein which his advertisement appears.Advertisers include business firms but also museums, charitableorganizations, and government agencies that advertise to various targetpublics. Advertisements are a cost effective way to disseminatemessages, whether to build brand preference or to educate a nationspeople.Organizations handle their advertising in different ways. In smallcompanies, someone handles advertising in the sales or marketingdepartments, who works with an advertising agency. A large companywill often set up its own advertising department, whose manager reports

to the Vice President of marketing. The advertising departments job isto develop the total budget, and handle direct-mail advertising, dealerdisplays and other forms of advertising not ordinarily performed by theagency. Most companies use an outside advertising agency to help themcreate advertising campaigns and to select and purchase media. Globalcompanies that use a large number of ad agencies located in differentcountries and serving different divisions have suffered fromuncoordinated advertising and image diffusion. Advertising agenciesneed to redefine themselves as communication companies and assistclients in improving their overall communication effectiveness.

Five Ms of AdvertisingMISSION: What are the advertising objectives?MONEY: How much can be spent?MESSAGE: What message should be sent?MEDIA: What media should be used?MEASUREMENT: How should the results is evaluated?

Strengths of Advertising as a promotional tool1. It offers planned and controlled message.2. It can contact and influence numerous people simultaneously, quickly,and at a low cost per prospect. Hence, it is called Mass Means of

Communication.3. It has the ability to deliver messages to audiences with particulardemographic and socio-economic features.4. It can deliver the same message consistently in a variety of contexts.5. It can reach prospects that cannot be approached by sales man.6. It helps to pre sell goods and pulls the buyers to retailers.7. It offers a wide choice of channels for transmission of messages suchas visual (by sights), aural, (by ear) aural and visual.


17/59

8. It is very useful to create maximum interest and offer adequateknowledge of the new product when the innovation is being introducedin the market.


18/59

Weakness of Advertising as a promotional tool1. It is much less effective than personal selling and sales promotion atlater stages in the buying process, e.g.: in convincing and securingaction.2. It is less flexible than personal communication. It cannot answerobjections raised by prospects.3. It is essentially one-way means of communication. It cannot obtainquick and accurate feedback in order to evaluate messageeffectiveness.4. It is most efficient communication (very low cost per prospect) but itis least effective as a tool of a communication.5. It is unable to reach prospects when they are in a buying mood.Hence advertisements have to be repeated and repetition involvesadditional cost.6. Advertising, many a time lacks credibility and trustworthiness.

Importance of Advertising

1. To create widespread visibility in the market and access thosepockets which are not approachable by the sales force. Quoting acustomer, Make the customers come to you rather than trying toapproach all the potential customers.2. As a symbol of sound financial position of the company and also tomake the statement that the company is here to stay.3. To aid in easy brand recall and also create a top of mind awareness ofthe brand.4. To make maximum potential customers aware of the new offeringsand schemes of the company and initiate enquiries about the same.5. To establish a strong brand image in the market so as to give thecompany an edge over its competitors.

Communication goals of Advertising

Advertising should concentrate on clear and measurable communicationobjectives known as DAGMAR (Defining Advertising Goals, MeasuringAdvertising Results). Advertising objectives must be oriented around theprocess of communication.Communication tasks are,

1. Developing brand awareness.2. Changing consumer attitudes.3. Associating desirable themes with products, and4. Informing consumers about product attributes.

The ultimate purpose of most advertising is to help the probability of thesale of the product or a service.


19/59

Advertising as a mode of promotion increases propensity to purchase-moving the prospect steadily, inch-by-inch, closer to a purchasedecision. Of course, advertising is only one of several communicationforces. It moves the consumer through successive levels such asunawareness, awareness, comprehension or recognition, conviction(intention to buy) and action purchase.Advertising goals may be divided into four stages of commercialcommunication as follows:

Awareness: the prospects must become aware of the existence of thebrand or company. Awareness is the bare minimum goal of advertising.Comprehension: the prospect must understand what the product is andwhat it will do for him. Comprehension level indicates that people arenot only aware of the brand or company that they know the brand nameand can recognize the package or trade market. But they are not yetconvinced that they must want to buy.Conviction: the prospect must be mentally convinced to buy the brandor the product. The conviction level shows brand preference andintention to buy the product in the near future.Action: the prospect takes meaningful action. Purchase decision is dulytaken.

Choosing among major media types:The media planner has to know the capacity of the major media types todeliver reach, frequency, and impact. Media planners make their choiceamong media categories by considering the following variables:

Target-Audience Media habits: for example radio and television are themost effective media for reaching teenagers.Product Characteristics: Media types have different potentials fordemonstration, visualization, explanation, believability and color.Womens dresses are best shown in color magazines, and Polaroidcameras are best demonstrated on television.Message characteristics: timeliness and information content willinfluence media choice. A message announcing a major sale tomorrowwill require specialized magazines or mailings.

Cost: Television is very expensive, whereas newspaper advertising isrelatively inexpensive. What count is the cost-per-thousand exposure.


20/59

ADVERTISING IN INDIA

Indian Advertising starts with the hawkers calling out their wares rightfrom the days when cities and markets first began

o Shop front signageso

From street side sellers to press adso The first trademarkso Handbills distributed separately from the products

18th Century:

Concrete advertising history begins with classified advertising. Adsappear for the first time in print in Hickey's Bengal Gazette. India's firstnewspaper (weekly). Studios mark the beginning of advertising createdin India (as opposed to import from England) Studios set up for boldtype, ornate fonts, and more fancy, larger ads. Newspaper studios trainthe first generation of visualisers & illustrators. Ads appear innewspapers in the form of lists of the latest merchandise from EnglandSince 1980, advertising in India has demonstrated phenomenal growth growth in size, quality, and range of services, in the total expenditure inadvertising per year. In 1950 advertising expenditure was hardly Rs. 5Crores. By 1988, it rose to Rs. 900 Crores. It may be around by Rs. 2200Crores by 2001 A.D.There are now over 400 advertising Agencies as against just 100advertising agencies around 1970. In the Indian market, we have morethan 11,000 branded products extensively advertised in all languages.Press advertisement account for about 50 percent and TV account forabout 18 percent of the total advertising costs.In the media sector we have at present intense competition, e.g., TV /Radio, Newspaper each attempting an increasing market share. In thepress segment we are witnessing regular media war. In the case of thePress, competition is total. However, media owners are expected toadopt now customer-oriented approach to get rid of such unhealthycompetition.

Essentials of good Advertisement

A good advertisement must have the right message communicatedthrough a right media. It must reach the right people and prospects andthat too at a right time and at the right cost. Right timing of anadvertisement needs no emphasis. It should fulfill its sole purpose, viz.,gain sale or action from the prospects and the cost of communicationshould be reasonable.


21/59

The task assigned to the advertisement can be successfully fulfilledwhen:1. It is seen by the desired prospects.2. It is read by them with interest.3. It is properly understood by them exactly as the advertiser wants.4. It is believed by them and it wins their confidence and trust andabove all it succeeds in igniting their desire to purchase the product orservice offered or sale.Effective advertisements take the prospect near about the point ofclosing the sale so the sales force may easily complete that actual sale.Each advertisement must be a unique selling proposition, invokingmaximum force of persuasion to convert a prospect into a customer.In the light of the above information, t he author conducted a researchstudy on the advertising strategies of two leading garmentmanufacturers in Bangalore City.

ATTENTION

It can be viewed as an information filter a screening mechanism thatcontrols the quantity and nature of information any individual receives.Getting a consumers attention is not easy. An individual, overtly oraccidentally, avoids exposure to stimuli.The advertising environment is truly cluttered; most major magazineshave almost one-half of their pages carrying advertisements, the otherhalf carrying editorial matter. Amid all this advertising, it is not easy tocreate an advertisement that stands out enough to get noticed,processed, and remembered. Not only the higher levels of clutter reducethe effectiveness of advertising in general, but even more significantlyby the proximity of ads for competing brands from the same productcategory.The situation is made worse in the broadcast media, especiallytelevision. Viewers have always had the freedom to do things while aprogram is being shown; including leaving the room mentally andphysically, but the use of remote control devices has made channelswitching endemic. Television advertisers today have to cope with thephenomena of zapping and zipping.

CREATING ADVERTIEMENTS THAT ATTRACTS ATTENTION

The attention filter operates at various levels of effort andconsciousness. At one extreme is the process of active search wherein areceiver actually seeks information. He or she might solicit opinions offriends or search through magazines not normally read.Another level could be termed passive search. A receiver searches forinformation only from sources to which he or she is exposed during thenormal course of events. The final level might be called passive


22/59

attention. Here a receiver has little immediate need for the informationand makes no conscious effort to obtain it, but some information maynevertheless enter the system. At all three levels, it is appropriate todiscuss why a person obtains information so that ads can be designed tomaximize attention. There are, of course, as many reasons as there aresituations and individuals. However, it is instructive to examine fourgeneral motives for attending to informative stimuli.A first motive is to obtain information that will have a high level of utilityfor a person. In an advertising context, an individual will obtain productinformation that will help make better purchase decisions. Second,people may be motivated to expose themselves to information thatsupports their opinions- supportive exposure-and to avoid discrepantinformation. Third, there is a desire to be exposed to information thatstimulates. Finally, people are motivated to find stimuli that areinteresting to them. These motives will be examined in turn.


23/59

ADVERTISING EFFECTIVENESSAdvertising effectiveness consists in the degree of achievement of theobjectives set by an advertiser in consultation with advertising agencyworking on the account. It may also take the form of an increase in thesales of market share or penetration into a new market segment.

ADVERTISING STRATEGIES

Strategy provides the link between advertising objectives and plans andpaves the ground for their implementation. It can be instrumental inprioritizing various objectives, taking into account the attitudinalframework as well as corporate and marketing goals, and the marketsituations and characteristics.Advertising strategy is based on consideration such as the following:

Advertising objectives.

Advertising budgets.

Selection of target audiences. Advertising message.

Media decision.

Media space decisions.

Companys standing and it s strength and weaknesses.

Product history and its life cycle stage.

Positioning of the product as indicated by perceptual mapping.

Existing and anticipated competition.

BRAND PATRONAGE:

Most of the time, an advertisers (seller) tries to build a brand privilege or

patronage for his products or service. A seller has a brand privilege if

buyers exhibit brand insistence, brand loyalty, or brand preference

towards his product or service. By means of advertising or persuasive

mass communication, seller tries to move prospective buyers and

existing buyer from lower level to higher level of brand attitude of

customers from brand ignorance to brand awareness, or from brand

acceptance to brand preference, loyalty, and insistence.


24/59

RESEARCH METHODOLOGY

RESEARCH APPROACH

The research is exploratory in nature.

DataCollection

1. Secondary Data:

The sources used for such data types are as follows:a. Internal: the sources include company annual reports bulletins,research reports, etc.b. External: the sources include:

Published materials such as periodicals and books like business

periodicals, marketing journals, general business and trade magazines,etc.

Computerized databases such as Internet databases and off-linedatabases (information available on Diskettes and CD-ROM disks).

2. Primary Data:Primary Data is obtained from original sources. In this study, primarydata is collected through Questionnaire Method.

TOOLS FOR DATA COLLECTION:The approved questionnaire is the main tool used for data collection inthis study. The questionnaire consists of structured and unstructuredquestions.The questionnaire tool is mainly used because:

Both qualitative and Quantitative information can be gathered.

Factual survey can be done.

Opinion survey in order to secure personal opinions or on a particularmatter can be done effectively. This tool is administered throughPersonal Interview with the target population.


25/59

SAMPLING PLAN:

1. Sampling UnitThe sampling unit consists of college students owning Nokia CellularPhones for analyzing the advertising effectiveness on consumers.

2. Sampling Procedure The sampling technique chosen are Simple Random Sampling andStratified Random Sampling, in which a sample is drawnprobabilistically from each group or strata i.e. College Students owingNokia Cellular Phones.

3. Sample Size Due to time and other constraints, the size is 100 respondents. Thesesamples of respondents are chosen randomly.

DATA ANALYSIS:The data collected are tabulated and classified as required. Statisticaltechniques such as Frequency Distribution, Central Tendency,Percentages, etc., are used for analysis of primary data. Conclusions aredrawn based on the analysis and findings of primary data.

DURATION OF THE STUDY:The duration of the study is six weeks.


26/59

FINDINGS AND ANALYSIS

BRAND AWARENESS:It is important to know the awareness of the brand in the market.

Table 1Response Respondents PercentageYes 100 100No 0 0

Source Table 1

INTERPRETATION:From the above table it is clear that the brand awareness of NokiaCellular phones in the market is huge. 100%. The number of people whodid not know about Nokia Cellular phones is null.

INFERENCES:The awareness level for the Nokia Cellular Phones in the market is foundto be 100% of the total respondents who were interviewed. Thecompany has significantly achieved the purpose of brand awareness.


27/59

MEDIUMTHROUGHWHICHTHE BRAND AWARENESSWASCREATED:

Table -2Medium No. of respondents PercentageFriends 43 43Neighbors 2 2Family members 5 5Advertisements 50 50

Source Table 2

INTERPRETATION:It is found that from advertisement 50% of respondents have come toknow about the Brand. 43% of the respondents have come to know fromtheir friends, 5% from their family members and 2% from theirneighbors.

INFERENCE:People have come to know about the brand through advertisement.Hence the advertisement should be designed in such a way that morenumber of people know about the existence of the brand.


28/59

NUMBEROF RESPONDENTS OWNING NOKIA CELLULAR PHONES:Table -3Response Respondents PercentageYes 75 75No 25 25

Source: Table 3

INTERPRETATION:It is found that about 75% of the respondents own Nokia CellularPhones. 25% of the respondents did not own Nokia Cellular phones.INFERENCE:Most of the people who know the Nokia Brand name own the Cellularphones. Hence the advertisement should be designed in such a way thatthe Brand awareness is created among greater number of people.


29/59

REASONTO PURCHASETHE PRODUCTTable - 4Reason No of respondents PercentageAdvertisement 3 4Quality 37 49Brand name 22 30Service 10 13Price 3 4Total 75 100%

Source: Table 4

INTERPRETATION:About 49% of the respondents have purchased the product due to itsQuality factor, 30% of the respondents due to its Brand Name, and 13%of the respondents due to its Service factor. Only 3% of the respondentshave purchased due to the Advertisement and Price factor respectively.INFERENCE: Most of the customers purchased the product due to itsquality and not due to advertisement. Hence the company should takeappropriate steps such that the customers are created by theadvertisement.


30/59

THROUGHWHICH MEDIUMOFADVERTISEMENTRESPONDENTSCAMETOKNOWABOUTTHENOKIABRAND

Table 5Medium ofAdvertisement

No of Respondents Percentage

Television 50 50Print Media 37 37Hoardings 3 3Others 10 10Total 100 100

Source: Table 5

INTERPRETATION:It is found that 50% of the respondents came to know about the productthrough Television. 37% of them through Print Media, 3% of themthrough Outdoor Hoardings. 10% of the respondents came to knowabout the product through the medium other than these medium statedabove.

INFERENCE:Most of the customers have come to know about the product throughtelevision. Hence the company should concentrate on providingadvertisements in TV.


31/59

MEDIUMOF ADVERTISEMENT THAT REACHES MAXIMUM PEOPLE:

Table 6Medium ofAdvertisement

No of Respondents Percentage

Television 65 65Print Media 14 14Hoardings 1 1Word-of-Mouth 20 20Total 100 100

Source: Table 6

INTERPRETATION:It is clear that 65% of the respondents have suggested that Television is

the media through which greater number of people can be reached.Then stands Word-of-Mouth with 20% of the respondents supporting it.Print Media stands third with 14% of the respondents supporting it.Hoardings stand at the last with only 1% of the respondent supporting it.INFERENCE:The advertisement should be exhibited in the television, which is thebest medium through which greater number of people can be reached.


32/59

FEELINGCREATEDONTHE VIEWERS:

Table 7Feelings No of Respondents PercentageFear 1 1Emotional 7 7Anxiety 12 12Informative 76 76Humor 4 4

Source: Table 7

INTERPRETATION:It is clear that 76% of the respondents have suggested that NokiaCellular Phone advertisements give information about their products.12% of the respondents have suggested that the advertisement createsAnxiety feeling. 7% of the respondents suggest that the ad createsEmotional feeling, 4% of the respondents suggest that the ad createsHumorous feelings and only 1% of the respondents say that they createFear type of feeling to the viewers.INFERENCE: Advertisement is concentrated on providing information.The company must also focus on the advertisements that are humorousand emotional which Indians like.


33/59

BRAND IMAGE:

TABLE 8:

Response No of Respondents Percentage

Strongly agree. 33 33

Agree 65 65

Disagree 1 1

Strongly disagree 1 1

Source: Table 8

INTERPRETATION:It is clear that 65% of the respondents say that the advertisementcreates Brand Image among the viewers who watch the advertisement.33% of the respondents strongly agree that the ad creates Brand Image.1% of the respondents say that they disagree that the ad creates BrandImage.INFERENCE:The advertisement creates Brand Image among the viewers who watchthe advertisement. Hence the company should continue with thepresent tactics.


34/59

SEGMENTOF THE PEOPLE:

Table 9:

Segment of People No of Respondents Percentage

Students 30 30

Officials 18 18

Business people 52 52

Non-workers 0 0

Source:Table 9

INTERPRETATION:It is clear that 52% of the respondents say that the advertisementfocuses on the Business people. 30% of the respondents say that the adfocuses on Students. 18% of the respondents say that the ad focuses onOfficials. There are no respondents who say that the ad focuses on theNon-working class of the market.


35/59

INFERENCE:The advertisement focuses major on business people. Theadvertisement should be designed in such a way that it focuses onstudents, officials, non-workers as well.

AMOUNTOFINFORMATION:

TABLE 10:


No information. 10 10

Incomplete information. 17 17Little information. 28 28

Complete information. 45 45

Source:Table 10

INTERPRETATION:It is clear that 45% of the respondents say that the advertisement ofNokia Cellular Phones provides complete information. 28% of therespondents say that the ad provides little information, 17% of therespondents say that the ad provides incomplete information. There areno respondents who say that the ad provides no information.


36/59

INFERENCE:The present tactics used in the advertisement is good as it providescomplete information about the products. The advertisement should bedesigned such that the full information of the products is available forthe viewers.

ADVERTISEMENTS MAKE THE VIEWERS TO SEE AGAIN:

Table 11:


More frequently. 24 24

Somewhat frequently 60 60

Less frequently 13 13

Zero frequency. 3 3

Source:Table 11

INTERPRETATION:It is clear that 60% of the respondents say that they watch theadvertisement somewhat frequently. 24% of the respondents say thatthey watch more frequently the advertisement. 13% of the respondentssay that they watch less frequently the advertisement. 3% of the


37/59

respondents say that they are not interested in seeing theadvertisement again.

INFERENCE: The advertisement should be designed in such a mannerthat the viewers are motivated to watch the advertisement morefrequently. Advertisement should be designed such that the switchingfrom one channel to other channel during the exhibition of theadvertisement can be lowered.

ADVERTISEMENT RECALL:

Table 12:Response Respondents Percenta

ge

Yes 73 73

No 27 27

Source:Table 12

INTERPRETATION:


38/59

It is clear that 73% of the respondents say that they recall theadvertisement when they see any characteristics, which are used in theadvertisement. 27% of the respondents say that they do not recall theadvertisement when they see any characteristic which are used in theadvertisementINFERENCE:The respondents are able to recall the advertisement characteristicswhen they see any other characteristics. Hence the company shouldcontinue with the present design such that the advertisement can berecalled whenever they see the characteristics that are used in theadvertisement.

BEST TIME PERIOD:

Table 13:

Time Period No of Respondents Percentage

7 AM 9 AM 6 6

9 AM 12 PM 3 3

12 PM 3 PM 3 3

3 PM 6 PM 7 7

6 PM 10 PM 81 81


39/59

Source: Table 13

INTERPRETATION:It is clear that 81% of the respondents say that the best time period toproduce the advertisement to the viewers is between 6 PM to 10 PM. 7%of the respondents say that the best time period is from 3 PM to 6 PM.6% of the respondents say that the best time period is from 7 AM to 9AM. 3% of the respondents say that the best time period is from 9 AM to3 PMINFERENCE: The best time period to exhibit the advertisement in theTelevision is 6 PM to 10 PM. Hence the company should exhibit the

advertisement in many TV channels such that it reaches maximumnumber of people.

FREQUENCYOF THE ADVERTISEMENT:


ge

Yes 78 78

No 22 22


40/59

Source:Table 14

INTERPRETATION:78% of the respondents say that the frequency of the advertisementshould be increased. 22% of the respondents say that the frequency ofthe advertisement should not be increased

INFERENCE:The frequency of the advertisement should be increased such that theviewers can watch the advertisements more often and can rememberthe products features and share that information to their friends.

CULTURE IN THE ADVERTISEMENT:

Table 15:


Strongly agree. 17 17

Agree 53 53


41/59

Disagree 21 21

Strongly disagree 9 9

Source:Table 15

INTERPRETATION:53% of the respondents say that the advertisement of Nokia CellularPhones represents our culture in their advertisement. 21% of therespondents disagree that the advertisement represents our culture.17% of the respondents strongly agree that the advertisement represent

our culture. 9% of the respondents strongly disagree that theadvertisement represents our culture.

INFERENCE: The Company should continue with the existing design ofthe advertisement as they represent our culture. The company shoulddesign advertisement with more emotional feelings that are liked by ournationals.

ANYOTHER MEDIA:


ge


42/59

Yes 39 39

No 61 61

Source:Table 16

INTERPRETATION:61% of the respondents say that there is no any other media throughwhich the advertisement can be designed to reach maximum number ofpeople. 39% of the respondents say that there are other media throughwhich the advertisement can be designed to reach maximum number ofpeople.

INFERENCE:The company should use the present media of advertisement effectivelyto reach more number of people. Some of them have suggested of usingFM Radio to advertise the product.

USEOF CELEBRITIES:

Table 17:


43/59


Need. 25 17

Must. 14 53

Not Needed. 48 21

Cannot say 13 9

Source:Table 17

INTERPRETATION:48% of the respondents say that the Celebrities are not needed in the

advertisement to make them more effective. 25% of the respondentssay that the Celebrities are needed. 14% of the respondents say that thecompany must use the Celebrities in their advertisement. 13% of therespondents have no idea about this issue.

INFERENCE:The company may or may not use the celebrities in their advertisementsince most of them have said that the celebrities are not needed.

SHARINGOF INFORMATION:


44/59


ge

Yes 78 78

No 22 22

Source:Table 18

INTERPRETATION:78% of the respondents say that they share the additional

characteristics displayed in the advertisement with their friends. 22% ofthe respondents say that they do not share the additional characteristicsdisplayed in the advertisement with their friends.

INFERENCE:The company should design the advertisement such that it attractsindividual such that they share the information and additionalcharacteristics with their friends.


45/59

STYLEOF THE ADVERTISEMENT:

Table 19:

Ratings No. of Respondents Percentage

Poor 3 3

Average 27 27

Good 62 62

Great 8 8

Source:Table 19

INTERPRETATION:From the above table it is clear that 62% of the respondents say that thestyle of the advertisement is good, 27% of the respondents say that thestyle is average, 8% of them say that the style is great, and 3% of themsay that the style if poor.

INFERENCE:The respondents have rated that the style of the advertisement is good.Hence the company should continue with the existing style.


46/59

TONEOF THE ADVERTISING:

Table 20:


Poor 24 24

Average 53 53

Good 8 8

Great 15 15

Source:Table 20

INTERPRETATION:From the above table it is clear that 53% of the respondents rate thetone in the advertisement as average, 24% of them as poor, 15% ofthem as great, and 8% of them as good.

INFERENCE: Most of the respondents have rated the tone as average in

the advertisement. Hence the company should design good tone in theadvertisement so that the advertisement is more effective. At least thecompany should work on the tone so that it is rated good.


47/59

WORDS USED IN THE ADVERTISEMENT:

Table 21:


Poor 4 4

Average 42 42

Good 47 47

Great 7 7

Source:Table 21

INTERPRETATION:From the above table it is clear that 47% of the respondents have ratedthe words used in the advertisement as good, 42% of the respondentsas average, 7% of the respondents as great and 4% of the respondentsas poor.

INFERENCE:Since most of the respondents have rated the words used in the

advertisement as good and average the company should use littleeffective strategies such that average rate are converted into good rate.


48/59

COMPETITORS:

Table 22:

Companies No. of Respondents Percentage

Samsung. 54 54

L.G. 12 12

Sony Ericsson. 28 28

Others. 6 6

Source:Table 22

INTERPRETATION:54% of the respondents have rated Samsung company advertisement asthe competition for Nokia Cellular Phones advertisement. 28% of therespondents have rated Sony Ericsson as the competitor. 12% of the

respondents have rated L.G. as the competitor. 6% of the respondentshave rated other companies as the competitors.

INFERENCE: Samsung advertisement is treated as the competitor forthe Nokia Cellular Phones advertisement. Hence the company shoulduse effective strategies to overcome Samsung companies strategies.


49/59

COMPETITORS EFFECTIVENESS:


ge

Yes 59 59

No 41 41

Source:Table 23

INTERPRETATION:59% of the respondents say that the competitors design more effectiveadvertisement than the Nokia Cellular phones advertisement. 41% ofthe respondents say that the competitors design less effectiveadvertisement than the Nokia Cellular phone advertisement.

INFERENCE:The competitors of Nokia Brand are designing more effectiveadvertisement.

Hence the company should adopt certain strategies such that theadvertisement is more effective than its competitors.


50/59

LIMITATIONS OF THE STUDY

Main limitations that I faced during the research study are as under:

Due to time and resource constraints, only college students areselected for the study for making an analysis for the advertisingstrategies.

Due to resource and time constraints, a randomly selected sample hasbeen chosen respondents for making an analysis of advertising

effectiveness on consumers.

During data collection process students were quite busy in theircollege issues, so it seemed tough to attract them for the response.


51/59

CONCLUSIONS

1. There is a high level of awareness of the brand of Nokia CellularPhones in the market. It is found that the awareness level for the brandin the market is 100% of the respondents who were interviewed. Theadvertisement and the friends created the awareness.

2. The consumers of Nokia Cellular Phones purchased the product due to

the quality, Brand name.

3. The consumers came to know about the product through theTelevision and Print Media of the advertisement.

4. Through Television and Word-of-Mouth medium the advertisementreaches maximum number of people.

5. The advertisement of Nokia Cellular Phones provides informationabout their products and creates Anxiety type of feeling among itsviewers.

6. Nokia Cellular Phones advertisement creates Strong Brand Imageamong its viewers.

7. Nokia Cellular Phone advertisements are designed mostly for Businesspeople and Students in the market.

8. Nokia Cellular phone Advertisement provides complete informationabout their products.

9. Nokia Cellular Phones motivates the viewers to watch the

advertisement somewhat frequently.

10. The viewers of the advertisement recall the ad when they see somecharacteristics that are used in the advertisement.

11. The best time period the advertisement should be shown onTelevision in6 PM to 10 PM.


52/59

12. Nokia Cellular phones should increase the frequency of theiradvertisement in order to compete with their competitors.

13. Nokia Cellular phones represent our culture in the advertisement.

14. The other media that can be used to advertise its product whencompared to its competitors are FM Radio, Huge Balloons.15. It is the wish of the company to use any celebrities in theiradvertisement. The respondents suggested that celebrities were notneeded to improve the effectiveness of the advertisement.

16. When the advertisement is good, then the viewers share theinformation and other additional qualities of the advertisement andproduct with their friends.

17. The style of the advertisement of Nokia Cellular Phone is good. 62%of the respondents have rated the style of the ad as Good.

18. The tone of the advertisement of Nokia Cellular Phone is Average.53% of the respondents have rated the tone of the ad as Average.

19. The words used in the advertisement of Nokia Cellular Phone are good. 47% of therespondents have rated the words of the ad as Good.


53/59

RECOMMENDATIONS

During the study and personal interviews held with the Students ofdifferent colleges, all the respondents provided with a few valuable

suggestions. The suggestions were based on the advertisements. Whenasked as how good was the advertisements of the brand, all therespondents came forward with some good and valuable suggestions.We, thereby, would like to highlight a few and important suggestions forthe benefit of the company.

The suggestions were as follows:

1. When the study was conducted among the consumers we found thatthe purchase of the Nokia Cellular product was due to their quality andBrand name but the advertisement played a minor role in making their

decisions. Hence the company should take steps such that the viewersare converted into consumers by the use of advertisement.

2. The best medium to reach greater number of people is Television. ButNokia cellular phones are concentrating more on Print Media. Hence thecompany should take appropriate steps such that it concentrates moreon Television advertisements rather than Print Media.

3. The advertisement of Nokia Cellular Phones is concentrating onproviding information about their products to the viewers. But in Indiathe viewers like emotional and humorous advertisements. So the

company should design advertisements such that it includes little bit ofemotional or Humor characteristics.

4. Nokia Cellular Phone advertisements are designed for the Businesspeople and Students. Hence the company should see that theadvertisements are designed for the rest of the market too like officialsand non-workers.


54/59

5. The advertisement should be designed in such a manner that theviewers watch the advertisement more frequently. Their competitors aredesigning advertisements more effectively than the Nokia.

6. The best time period that the advertisement is exhibited to theviewers is between 6 PM and 10 PM. The company should takeappropriate steps to see that the advertisement is exhibited in theabove period and should be shown in several channels instead of hiringone or two channels.

7. Nokia Cellular Phones should increase the frequency of theiradvertisements such that the viewers get the product andcharacteristics of the advertisements and share the information withtheir friends.

8. The advertisement can be exhibited through other media such FMradio, huge advertisement balloons.9. Should use the modern computer technology like Multimedia systemsto make their advertisements more effective than their competitors.

10. The tone and words used in the advertisement of Nokia Cellularphone are average. Hence the advertisement should be designed insuch a manner that the tone and words are good such that it attractsmany viewers and the characteristics can be shared among their friends.

11. From the study we came to know that the competitors are designingadvertisements more effectively than Nokia. Hence appropriatestrategies have to be adopted such that the advertisements are moreeffective than their competitors.


55/59

ANNEXURE

Questionnaire

IMPACT OF ADVERTISEMENT OF NOKIA CELLULAR PHONES

(Please put in the appropriate box provided.)

1. Personal informationa. Name: _________________________________________b. Age: ______c. Course: ________________________________________d. College: ________________________________________

2. Do you know about Nokia brand?Yes No. _If yes how did you come to know about this brand?

Friends _ Neighbours _Family Members _ Advertisement _

3. Do you own Nokia cellular phones?Yes _ No. _

4. What made you to purchase the product?Advertisement _ Brand name _Quality _ Service _ Price _

5. Through which medium of advertisement did you came to know about

the Nokia brand?Television _ Print Media _Hoardings _ Others _

6. Which medium do you think the advertisement reaches maximumpeople?

Print Media _ Television _Hoardings _ word-of-mouth _

7. What type of feeling do you think the advertisement creates on theviewers?

Fear _ Anxiety _Emotional _ Informative _Humour _

8. Nokia advertisements exhibit Brand imageStrongly Agree _ Agree _Disagree _ Strongly disagree _


56/59

9. Nokia advertisements are designed to which segment of the people?

Students _ Officials _Business people _ Non-workers _

10. Nokia advertisements exhibit the information about their products.No info. _ Incomplete info _Little info. _ Complete info. _

11. Nokia advertisements make you to see the advertisement againMore frequently _ Somewhat frequently _Less frequently _ zero frequency _

12. Do you recall the advertisement of Nokia Cellular Phones when yousee some characteristics that are related to the advertisement?

Yes _ No. _

13. Which is the best time period the advertisement should be shown onTelevision?

7 AM to 9 AM _ 9 AM to 12 PM _12 PM to 3 PM _ 3 PM to 6 PM _6 PM to 10 PM _

14. Should Nokia Cellular Phones have to increase the frequency of theiradvertisement in order to compete with others?

Yes _ No. _

15. Nokia Cellular phones represent our culture in the advertisementwhen compared to other brands.

Strongly agree _ Agree _ Disagree _ Strongly disagree _

16. Is there any other media through which Nokia brand can advertiseits product when compared to other brand?

Yes _ No. _If yes what is themedia____________________________________________________

17. Nokia Company should use any celebrities in its advertisement.

Need _ Not needed _Must _ Cannot say _

18. When you see the advertisement Nokia cellular phones do you sharethe additional characteristics of the product with your friend?

Yes _ No. _


57/59

19. How do you rate the brands advertisement with regard with to thefollowing?. Style of the advertisement

Poor _ Average _ Good _ Great _Tone used in the advertisement

Poor _ Average _ Good _ Great _Words used in the advertisement

Poor _ Average _ Good _ Great _

20. Which brand do you think is the competitor for Nokia in terms ofadvertisement?

Samsung _ L.G. _Sony Ericsson. _ Others _

21. Are the competitors of Nokia are creating advertisements, which areeffective than Nokia.

Yes _ No. _

22. Give some suggestions for Nokia cellular phones to improve theadvertisement effectiveness.


58/59

BIBLIOGRAPHY

Books:

PHILIP KOTLER MARKETING MANAGEMENT, Pearson Education, 11th edition,

Page 637-661. A.D. Farbey HOW TO PRODUCE SUCCESSFUL ADVERTISING, Kogan Page

India Pvt. Ltd., First Edition, Page 27, 113-126.

C.R. Kothari RESEARCH METHODOLOGY: Methods & Techniques, Wishwa

Prakashan, 2nd edition.

Rajeev Batra, John G. Myers, David A. Aaker ADVERTISING MANAGEMENT,Pearson Education, 5th edition.

Manendra Mohan ADVERTISING MANAGEMENT: Concepts & Cases, TataMcGraw Hill Publishing Company Ltd., New Delhi, 1997.

Magazines:

4 Ps Business and Marketing.

Websites:

www.nokia.com

www.inventors.about.com

www.wirelessadvisor.com

www.magindia.com

www.mobiadnews.com
http://www.wirelessadvisor.com/http://www.magindia.com/http://www.wirelessadvisor.com/http://www.magindia.com/


59/59

Documents

KAPIL YADAV