A study on Impact of Advertising Strategies of Nokia Cellular Phones

 A DISSERTATION PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF MBA DEGREE OF BANGALORE UNIVERSITY

SUBMITTED BY
Reg. No 03XQCM6118

VIJAYA KUMAR N C

UNDER THE GUIDANCE OF

Mr. B .SRINIVASAN
PROFESSOR, MPBIM (INTERNAL GUIDE)

M. P. BIRLA INSTITUTE OF MANAGEMENT (ASSOCIATE BHARATIYA VIDYA BHAVAN)

# 43, Race Course Road, BANGALORE 560001 Tel: 080-22382798, 080-22389635

(2003-2005 Batch)

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 Mr.SRINIVASAN, Professor (Internal Guide), M.P.Birla Institute of Management, Bangalore. I also declare that this dissertation has not been submitted to any other university/ Institution for the award of any other Degree/Diploma.

Place: Bangalore Date: 17th June 2005 (VIJAYA KUMAR N C) Reg No: 03XQCM6118

Certificate
This to certify that this report entitled A study on Impact of Advertising Strategies of Nokia Cellular Phones , has been prepared by Mr. VIJAYA KUMAR N C, M P Birla Institute of Management in partial fulfillment of the award of the degree, Master of Business Administration at Bangalore University, under my guidance and supervision. This report or a similar report on this topic has not been submitted for any other examination and does not form a part of any other course undergone by the candidate. Place: Bangalore Date: (MR. B.SRINIVASAN) Professor, MPBIM Bangalore

Certificate
I hereby certify that this dissertation is an offshoot of the research work undertaken and completed by Mr.Vijaya Kumar N C under the guidance and supervision of Mr. B.Srinivasan, Professor, (Internal Guide) MPBIM, Associate Bharatiya Vidya Bhavan, Bangalore.

Place: Bangalore Date: (Dr. N.S. Malavalli) Principal MPBIM, Bangalore

ACKNOWLEDGEMENT
I sincerely thank Dr. Nagesh Malavalli (Principal), M.P.Birla Institute of Management, Bangalore for granting me the permission to do this Research Project. I would like to express my immense gratitude to Mr.B.Srinivasan, Professor, (Internal Guide), M.P.Birla Institute of Management, Associate Bharatiya Vidya Bhavan, Bangalore for his guidance, continuous encouragement and valuable suggestions at every stage of the project. I would like to express my indebtedness to Prof. Santhanam (Professor), M.P.Birla Institute of Management, Associate Bharatiya Vidya Bhavan, Bangalore for his valuable suggestions and encouragement which are imperative for the completion of this project. 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. I would like to extend my thanks to all the unseen hands that have made this project possible.

Place: Bangalore Date: 17th June 2005 (Vijaya Kumar N C)

CHAPTERS

CONTENTS EXECUTIVE SUMMARY

PAGE NOS 1 2

INTRODUCTION

 Problem statement  scope of the study

 objectives of the study  operational definitions 3-13 2 INDUSTRY PROFILE  Product profile 3 4  Companies Profile 3-6 7-13 14-21 REVIEW OF LITERATURE 22-24 RESEARCH METHODOLOGY  Research approach  Type of Research  Research Method

 Data gathering tools  Sampling plan  Data analysis

 Population of the study  Cross sectional study  Duration of the study

 Limitations of the study

DATA ANALYSIS AND INTERPRETATION

25-49

SUMMARY OF FINDINGS/CONCULSIONS/

50-51

List of Tables and Graphs

TABLE NO 1 2 3 4 5 7 10 11 TITLE Indicating the Brand Awareness Showing the Medium through which the Brand Awareness was created Indicating the number of respondents owning Nokia Cellular phones Showing reason to purchase the product Indicating the medium of advertisement through which respondents came to know about the Nokia Brand. Showing the medium of advertisement that reaches maximum people Showing the feelings created on the viewers Showing the Brand Image PAGE NOS 25 26 27 28 29 30 31 32

13 15 17 20 21 22 23 24 25 27 28 29 30

Showing the segment of the people. Indicating Amount of information Showing whether advertisement make the viewers to see again Showing whether the viewers recall advertisement. Showing best time period of the time spent for the family. Showing frequency of the advertisement Showing culture in the advertisement. Showing any other media available to advertise Nokia Cellular Phones. Showing use of celebrities. Indicating sharing of information Showing style of the advertisement Showing tone of the advertisement. Showing words used in the advertisement.

33 34 35 36 37 38 39 40 41 42 43 44 45

TABLE NO 31 32

TITLE Showing the competitors of Nokia Cellular Phones. Showing competitors effectiveness.

PAGE NOS 46 47

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 Master of Business Administration of Bangalore 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 on consumers 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. 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.

STATEMENT OF THE PROBLEM TO STUDY THE IMPACT OF THE ADVERTISEMENT STRATEGIES OF NOKIA CELLULAR PHONES. In this market which is full of competitors, we would like to know the strategies that help us to beat our competitors. This study helps us to know how we can over come our competitors with regard to advertisement. 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 has defined advertising as, Any paid form of non-personal presentation of idea, goods or service by an identified sponsor.

NOKIA
From its inception, Nokia was in the communications business as a manufacturer of paper- the original communications medium. Then came technology with the founding of the Finnish Rubber Works at the turn of the 20th century. Rubber and Associated Chemicals were leading edge technologies at that time. Another major technological change was the expansion of electricity into homes and factories which led to the establishment of the Finnish Cable Works in 1912 and, quite naturally, to the manufacture of Cables for the telegraph industry and to support that newfangled device the telephone. After operating for 50 years, an Electronics Department was set up at the Cable Works in 1960 and this paved the way for a new era in telecommunications. Nokia Corporation was formed in 1967 by the merger of Nokia company the original paper making business with the Finnish Rubber Works and Finnish Cable Works. Design has always been important at Nokia and todays mobile phones are regarded as a benchmark for others to follow. Take, for example, multi-coloured, clip-on facias which turned mobiles into a fashion item overnight. But Nokia has always thought like that and back in the fashion conscious 1960s when one branch of the corporation was a major rubber manufacturer, it hit on the idea of making brightly coloured rubber boots at a time when boots followed the Henry Ford principle you could have any colour, so long as it was black! The 60s, however, were more important as the start of Nokias entry into the telecommunications market. A radio telephone was developed in 1963 followed, in 1965, by data modems long before such items were even heard of by the general public.

In the 1980s, everyone looked to micro computers as t he next big thing and Nokia was no exception as a major producer of computers, monitors and T.V. sets. In those days, the prospect of High Definition T.V., Satellite Connections and text services fuelled the imagination of the fashion conscious homeowner. In the background, however, changes were afoot. The worlds first international cellular mobile telephone network, NMT, was introduced in Scandinavia in1981 and Nokia made the first car phones for it. True enough, there were transportable mobile phones at the start of the 80s but they were heavy and huge. Nokia produced the original hand portable in 1987 and phones have continued to shrink in inverse proportion to the growth of the market ever since. It took a technological breakthrough and a change in the political climate to create the wire-free world people are increasingly demanding today. The technology was the digital standard, GSM, which could carry data in addition to high quality voice. In 1987, the political goal was set to adopt GSM throughout Europe on July 1st 1991. Finland met the deadline, thanks to Nokia and the operators. Politics and technology have continued to shape the industry. The 80s and 90s saw widespread deregulation which stimulated competition and customer expectations. Nokia changed too and in 1992 Jorma Ollila, then President of Nokia Mobile Phones, was appointed to head the entire Nokia group. The Corporation divested the non-core operations and focused on telecommunications in the Digital Age. Few people in the early 90s would have thought that going digital would change things so much. 2001 and into the Future Nokia is harnessing its experience in mobility and networks to generate a startling vision of the future. Meeting rooms, offices and homes will be smart en ough to recognize their human visitors and give them whatever they want by listening to their requests.

Nokia welcomes change and improvement and can embrace new ideas at great speed. Such characteristics will never change but, as to the rest, the story has only just began! During the past few years Nokia has been actively acquiring companies with interesting new technologies and competencies, including also investments in minority positions. All of these acquisitions and investments were targeted to enhance Nokias ability to help create the mobile world. During the past few years Nokia has been divesting businesses which have not been a critical component to our vision of the Mobile World. This strategy has enabled Nokia to focus on shareholder value by concentrating on the core competencies and business areas where we see the most value added and the best growth opportunities. NOKIA FIRST IN TELECOMMUNICATIONS The worlds first international cellular mobile telephone network NMT was opened in Scandinavia in 1981 with Nokia introducing the first car phones for the network. The worlds first NMT hand portable, the Nokia cityman was launched in 1987. Year 2003: Nokia announce that the worlds first CDMA 2000 1xEV -DV high speed packet data phone call was completed at Nokias CDMA Product Creation Centre 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 Nokia 2285 handset upgraded with a Nokia 1xEV-DV chipset and a Racal Instruments, Wireless Solutions Group, 1xEV-DV base station emulator. This chipset is the worlds first to support complete 1xEV -DV Release C functionality. Year 2004: Using Nokias CDMA Dual -Stack handset, Nokia demonstrated the Industrys first Mobile IPv6 call at the 3G World Congress Convention and Exhibition in November. The demonstration highlighted real-time streaming video with seamless hand off between two CDMA access networks using Mobile IPv6.

Nokia announced the Nokia NFC (Near Field Communication) shell, the latest step in the development of innovative products for mobile communications, in November. With the Nokia NFC shell on their phone, consumers will be able to easily access a variety of services and conveniently exchange information with a sample touch gesture utilizing NFC technology. In October Nokia and Telia Sonera Finland successfully conducted the worlds first EDGE-WCDMA 3G packet data handover in a commercial network. Achieving a first for the Asia-Pacific region, Nokia, Media Corp Technologies, M1 and the Media Development Authority of Singapore jointly showcased a live end-to-end mobile phone TV broadcast over a DVB-H (Digital Video Broadcast Handheld) network at the Nokia Connection event in Singapore. Nokia and Texas Instruments Incorporated introduced the first pre-integrated and validated series 60 Reference Implementation based on TIs OMAP (TM) processor powered reference design in February. The reference implementation is available immediately to series 60 licenses. Year 2005: The Nokia 6630 imaging smart phone has as the first device in the world achieved global GCF 3G WDCMA certification. The certification was achieved based on the requirements defined by Global Certification Forum (GCF), an independent industry body which provides network compliancy requirements and testing for GSM / WCDMA mobile devices. SBS Finlands Kiss FM became the first radio station in the world to begin Visual Radio Broadcasts. The unique new concept developed by Nokia offers the listeners the possibility to give feedback and to participate in programs easier than ever before. Nokia introduced a new product for secure mobile contactless payments and ticketing. The worlds first Near Field Communications (NFC) product for payment and ticketing will be an enhanced version of the already announced Nokia NFC shell for Nokia 3220 phone.

CELLULAR
A type of wireless communication that is most familiar to mobile phones users. Its called Cellular because the system uses many base stations to divide a service area into multiple Cells. Cellular cells are transferred from base station to base station as a user travels from cell to cell. The basic concept of cellular phones began in 1947, when researchers looked at crude mobile (Car) phones and realized that by using small cells (range of service area) with frequency reuse they could increase the 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 television message out over the airwaves comes under Federal Communications Commission (FCC) regulation. A cell phone is a type of two-way radio. In 1947, AT & T proposed that the FCC allocate a large number of radio spectrum frequencies so that widespread mobile telephone service would become feasible and AT & T would have an incentive to research the new Technology. We can partially blame the FCC for the gap between the initial concept of Cellular Service and its availability to the public. The FCC decided to limit the amount of frequencies available in 1947, the limits made only twenty-three phones conversations possible simultaneously in the same service area not a market incentive for research. The FCC reconsidered its position in 1968, stating if the technology to build a better mobile service works, we will increase the frequencies 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 in radius and collectively covering a larger area. Each tower would use only a few of the total frequencies allocated to the system. As the phones traveled across the area, cells would be passed from tower to tower.

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. The receiver and transmitter are tuned to the same frequency, and the voice transmitted is varied within a small band to create a pattern that the receiver reconstructs, amplifies and sends to a speaker. The drawback of 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 newer wireless phones and networks use digital technology. In digital, the analog voice signal is converted into binary code and transmitted as a series of on and off transmissions. One of digitals drawbacks is that there are three digital wireless technologies, CDMA, TDMA, and GSM. Phones that work with one technology may not work on another. 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 to the wireless network and divides them into time slots with each phone user 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. Major US carriers using TDMA and AT & T wireless services, BELL SOUTH and SOUTH WESTERN BELL. CDMA IS-95 (CODE DIVISION MULTIPLE ACCESS): It is based on a form of spread spectrum technology that separates voice signals by assigning them digital codes within the same broad spectrum. CDMA type technology

was used in military communication systems 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 s tandard in 1993 and went into a operation by 1996. CDMA also exists at both the 800 MHz and 1900 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): It is based on an improved version of TDMA technology. In 1982, the conference of European posts and Telecommunications (CEPT) began the process of creating a digital cellular standard that would allow users to roam from country to country in Europe. By 1987, the GSM standard was created based on a hybrid of FDMA (Analog) and TDMA (Digital) technologies. GSM engineers decided to use wider 200 KHz channels instead of the 30 KHz channels that TDMA used, and instead of having only 3 slots like TDMA, GSM channels had 8 slots. This allowed for fast bit rates and more natural-sounding voice-compression algorithms. GSM is currently the only one of the three technologies that provides data services such as email, fax, internet browsing, and intranet / LAN wireless access, and its also the only service that permits users to place a call from either North America or Europe. The GSM standard was accepted in the US in 1995. GSM1900 cellular systems have been operating in the US since 1996, with the first network being in the Washington 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. Its based on a low cost short-range radio link. Every decorator knows that cables and wires are unsightly and confusing. Bluetooth connections allow wireless communication between devices within a range of about 30 feet (10 metres). Unlike infrared, you dont have to point devices directly at each other, or even have both devices in the same room. Blue tooth can initiate connections automatically with paired devices, so you dont even have to think about it. And no, you dont have to pay for a Bluetooth connection, no matter how much data you transfer. When two devices share information, there are a few things that have to be worked out: firstly, how they will physically connect through how many wires? Or none at all? And then what are the agreed commands that will make sense to both devices? Bluetooth is an industry standard that 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 to transfer data at moderate speeds. GPRS lets you send data faster than over a GSM data network, and its also a lot more efficient. But data sounds pretty vague. To use GPRS, you need a phone that supports it, a subscription from your network operator that supports GPRS, and the proper settings.

GPRS does what it says: it sends packets of data over a radio wave (on GSM network). Packet switching works like a jigsaw puzzle: your data is split into many pieces, then sent over the network and reassembled at the other end. GPRS is just one of the ways to transport these jigsaw puzzles. EDGE TECHNOLOGY: Enhanced Data rates for Global Evolution (EDGE) enables data connections three times faster than GPRS within the same multi slot class. Like GPRS, youre billed for the data you transfer, not for the time you spend connected. EDGE opens up a lot of possibilities for connecting to data networks on your mobile phone, making it far less frustrating to stream video and download larger files. To use EDGE, you need a phone that supports it, a subscription from your network operator that supports EDGE, and the proper settings. EDGE is based on General Packet Radio Service, which sends packets of data over a radio wave. Packet Switching works like a jigsaw puzzle: your data is split into many pieces, then sent over the network and reassembled at the other end. GPRS is just one of the ways to transport these jigsaw puzzles. JAVA TECHNOLOGY: JAVA is both a programming language and a software platform, and its used to create and run applications for Nokia phones. With JAVA applications, your phone can do more of the things youd like it to do. Downloading and installing applications is a relatively simple process (as is uninstalling them), and there is a wide range of applications available.

JAVA was originally developed by Sun Microsystems. Enhancements and standardization of the JAVA platforms are conducted by the JAVA Community Process (JCP), in which Nokia takes on active role together with sun and other members. There are two parts to JAVA technology: a programming language, and an environment in which those commands can be executed. You need an environment where the language means something, so JAVA brings its own environment along. JAVAenabled Nokia phones most Nokia models on the market now-contain a JAVA Virtual Machine, which is ready to run applications written in JAVA. This makes using new applications easy, because you usually dont have to configure, load, or install anything else. MMS TECHNOLOGY: MMS stands for Multimedia Messaging Service, a technology that allows you to create, send and receive text messages that also include an image, audio, and / or video clips. MMS messages are sent from one mobile phone to another, or to an email address. Multimedia Messaging enriches your mobile messages in much the same way as inserting photos or changing fonts and colours does in email its both useful and expressive. MMS messages are sometimes considered equivalent to so called Picture 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 MMS messages, just an MMS-enabled mobile phone, an operator management that supports the service, and the correct settings on your handset. Of course, an imaging phone gives you the option of creating and passing on your original images.

An MMS message is a multimedia presentation in a single entry, unlike an email with attachments, making it easier to create and simpler to deliver than an email with attachments. MMS is a scalable technology, which means its suitable for most types of mobile phones. And MMS is compatible with fixed email addresses, so it is possible to criss-cross back and forth over the mobile-PC border. MOBILE BROWSING TECHNOLOGY: A mobile browser is simply any program that lets you access and read content on a network from a mobile device usually the Internet or some other mobile network service. As more phones on the market boast high network connection speeds and colour screens, mobile browsing is becoming more common (and a lot better looking). Many new Nokia models come with an integrated XHTML or even HTML mobile browser, giving you the chance to surf without being chained to a desktop computer. Todays mobile browsers give you richer colours and faster browsing than the original mobile browsers, and most importantly, a way to access the web 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 with a browser (either one thats built in or downloaded), a subscription from your network operator to a data service (GSM data, GPRS, EDGE, WCDMA, etc) and the correct settings on your phone. Then its up to other companies and individuals to build the sites and services you can browse. MOBILE VIDEO TECHNOLOGY:

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

 Use a phone equipped with a camera to record your own clips, then send them (by email, MMS or over a wireless connection using Bluetooth technology or  Watch streamed news, sports, music videos, or movie trailers. infrared).

 Watch live camera views such as road conditions, concerts, parties, etc. news, weather or cartoons.

 Subscribe to MMS videos and download short video content such as daily  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 to video files. This means you need a phone with a GPRS, EDGE, WCDMA or other network connection, and the correct settings. If youre interested in streaming video, look for a phone that supports EDGE or WCDMA.

REVIEW OF LITERATURE
ADVERTISING: Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. It is paid communication because the advertiser has to pay for the space or time in which his advertisement appears. Advertisers include business firms but also museums, charitable organizations, and government agencies that advertise to various target publics. Advertisements are a cost effective way to disseminate messages, whether to build brand preference or to educate a nations peopl e. Organizations handle their advertising in different ways. In small companies,

someone handles advertising in the sales or marketing departments, who works with an advertising agency. A large company will often set up its own advertising department, whose manager reports to the Vice President of marketing. The advertising departments job is to develop the total budget, and handle direct-mail advertising, dealer displays and other forms of advertising not ordinarily performed by the agency. Most companies use an outside advertising agency to help them create advertising campaigns and to select and purchase media. Global companies that use a large number of ad agencies located in different countries and serving different divisions have suffered from uncoordinated advertising and image diffusion. Advertising agencies need to redefine themselves as communication companies and assist clients in improving their overall communication effectiveness. Five Ms of Advertising MISSION MONEY MESSAGE MEDIA : : : : What are the advertising objectives? How much can be spent? What message should be sent? What media should be used? How should the results be evaluated?

MEASUREMENT :

Strengths of Advertising as a promotional tool 1. 2. It offers planned and controlled message. It can contact and influence numerous people simultaneously, quickly, and cost per prospect. Hence, it is called Mass Means of Communication. 3. It has the ability to deliver messages to audiences with particular socio-economic features. 4. 5. 6. 7. It can deliver the same message consistently in a variety of contexts. It can reach prospects that cannot be approached by sales man. It helps to presell goods and pull the buyers to retailers. It offers a wide choice of channels for transmission of messages such as sights), aural, (by ear) aural and visual. 8. of the new product when the innovation is being introduced in the market. Weakness of Advertising as a promotional tool 1. 2. It is much less effective than personal selling and sales promotion at later stages in the buying process, e.g.: in convincing and securing action. It is less flexible than personal communication. It cannot answer prospects. 3. 4. It is essentially one-way means of communication. It cannot obtain quick and accurate feedback in order to evaluate message effectiveness. It is most efficient communication (very low cost per prospect) but it is least effective as a tool of a communication. objections raised by It is very useful to create maximum interest and offer adequate knowledge demographic and

at a low

visual (by

5. 6.

It is unable to reach prospects when they are in a buying mood. Hence advertisements have to be repeated and repetition involves additional cost. Advertising, many a time lacks credibility and trustworthiness.

Importance of Advertising 1. To create widespread visibility in the market and access those pockets which are not approachable by the sales force. Quoting a customer, Make the customers come to you rather than trying to approach all the potential customers. 2. As a symbol of sound financial position of the company and also to make the statement that the company is here to stay! 3. To aid in easy brand recall and also create a top of mind awareness of the brand. 4. To make maximum potential customers aware of the new offerings and schemes of the company and initiate enquiries about the same. 5. To establish a strong brand image in the market so as to give the company an edge over its competitors. Communication goals of Advertising Advertising should concentrate on clear and measurable communication objectives known as DAGMAR (Defining Advertising Goals, Measuring Advertising Results). Advertising objectives must be oriented around the process of communication. Communication tasks are,

1. 2. 3. 4.

Developing brand awareness. Changing consumer attitudes. Associating desirable themes with products, and Informing consumers about product attributes.

The ultimate purpose of most advertising is to help the probability of the sale of the product or a service. Advertising as a mode of promotion increases propensity to purchase-moving the prospect steadily, inch-by-inch, closer to a purchase decision. Of course, advertising is only one of several communication forces. It moves the consumer through successive levels such as unawareness, awareness, comprehension or recognition, conviction (intention to buy) and action purchase. Advertising goals may be divided into four stages of commercial communication as follows: Awareness: the prospects must become aware of the existence of the brand or company. Awareness is the bare minimum goal of advertising. Comprehension: the prospect must understand what the product is and what it will do for him. Comprehension level indicates that people are not only aware of the brand or company that they know the brand name and can recognize the package or trade market. But they are not yet convinced that they must want to buy. Conviction: the prospect must be mentally convinced to buy the brand or the product. The conviction level shows brand preference and intention to buy the product in the near future. Action: the prospect takes meaningful action. Purchase decision is duly taken.

Choosing among major media types: The media planner has to know the capacity of the major media types to deliver reach, frequency, and impact. Media planners make their choice among media categories by considering the following variables:  Target-Audience Media habits: for example radio and television are the most  Product effective media for reaching teenagers. Characteristics: Media types have different potentials for demonstration, visualization, explanation, believability and color. Womens dresses are best shown in color magazines, and Polaroid cameras are best  Message characteristics: timeliness and information content will influence media choice. A message announcing a major sale tomorrow will require  Cost: Television is very expensive, whereas newspaper advertising is relatively inexpensive. What counts is the cost-per-thousand exposures. specialized magazines or mailings. demonstrated on television.

Advertising in India
Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began  Shop front signages  The first trademarks

 From street side sellers to press ads  Handbills distributed separately from the products 18th Century: Concrete advertising history begins with classified advertising. Ads appear for the first time in print in Hickey's Bengal Gazette. India's fir newspaper (weekly). Studios mark st the beginning of advertising created in India (as opposed to imported from England) Studios set up for bold type, ornate fonts, more fancy, larger ads. Newspaper studios train the first generation of visualisers & illustrators. Ads appear in newspapers in the form of lists of the latest merchandise from England Since 1980, advertising in India has demonstrated phenomenal growth growth in size, quality, and range of services, in the total expenditure in advertising per year. In 1950 advertising expenditure was hardly Rs. 5 Crores. By 1988, it rose to Rs. 900 Crores. It may be around by Rs. 2200 Crores by 2001 A.D. There are now over 400 advertising Agencies as against just 100 advertising agencies around 1970. In the Indian market, we have more than 11,000 branded products extensively advertised in all languages. Press advertisement account for about 50 percent and TV account for about 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 the press segment we are

witnessing regular media war. In the case of the Press, competition is total. However, media owners are expected to adopt now customer-oriented approach to get rid of such unhealthy competition. Essentials of good Advertisement A good advertisement must have the right message communicated through a right media. It must reach the right people and prospects and that too at a right time and at the right cost. Right timing of an advertisement needs no emphasis. It should fulfill its sole purpose, viz., gain sale or action from the prospects and the cost of communication should be reasonable. The task assigned to the advertisement can be successfully fulfilled when: 1. 2. 3. 4. sale. Effective advertisements takes the prospect near about the point of closing the sale so that actual sale may be easily completed by the sales force. Each advertisement must be a unique selling proposition, invoking maximum force of persuasion to convert a prospect into a customer. In the light of the above information, t he author conducted a research study on the advertising strategies of two leading garment manufacturers in Bangalore City. It is seen by the desired prospects. It is read by them with interest. It is properly understood by them exactly as the advertiser wants. It is believed by them and it wins their confidence and trust and above all

it succeeds in igniting their desire to purchase the product or service offered or

ATTENTION It can be viewed as an information filter a screening mechanism that controls the quantity and nature of information any individual receives. Getting a consumers attention is not easy. An individual, overtly or accidentally, avoids exposure to stimuli. The advertising environment is truly cluttered; most major magazines have almost one half of their pages carrying advertisements, the other half carrying editorial matter.

Amid all this advertising, it is not easy to create an advertisement that stands out enough to get noticed, processed, and remembered. The effectiveness of ads is reduced not only by the higher levels of clutter in general, but even more significantly by the proximity of ads for competing brands from the same product category. The situation is made worse in the broadcast media, especially television. Viewers have always had the freedom to do things while a program is being shown; including leaving the room mentally and physically, but the use of remote control devices has made channel-switching endemic. Television advertisers today have to cope with the phenomena of zapping and zipping. CREATING ADVERTIEMENTS THAT ATTRACTS ATTENTION The attention filter operates at various levels of effort and consciousness. At one extreme is the process of active search wherein a receiver actually seeks information. He or she might solicit opinions of friends or search through magazines not normally read. Another level could be termed passive search. A receiver searches for information only from sources to which he or she is exposed during the normal course of events. The final level might be called passive attention. Here a receiver has little immediate need for the information and makes no conscious effort to obtain it, but some

information may nevertheless enter the system. At all three levels, it is appropriate to discuss why a person obtains information so that ads can be designed to maximize attention. There are, of course, as many reasons as there are situations and individuals. However, it is instructive to examine four general motives for attending to informative stimuli. A first motive is to obtain information that will have a high level of utility for a person. In an advertising context, an individual will obtain product information that will help make better purchase decisions. Second, people may be motivated to expose themselves to information that supports their opinions- supportive exposure-and to avoid discrepant information. Third, there is a desire to be exposed to information that stimulates. Finally, people are motivated to find stimuli that are interesting to them. These motives will be examined in turn. ADVERTISING EFFECTIVENESS: Advertising effectiveness consists in the degree of achievement of the objectives set by an advertiser in consultation with advertising agency working on the account. It may also take the form of an increase in the sales of market share or penetration into a new market segment. ADVERTISING STRATEGIES: Strategy provides the link between advertising objectives and plans and paves the ground for their implementation. It can be instrumental in prioritizing various objectives, taking into account the attitudinal framework as well as corporate and marketing goals, and the market situations 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 RESEARCH METHODOLOGY RESEARCH APPROACH The research for this study is a Descriptive Research. A Descriptive Research is a type of conclusive research, which has its major objective as the description or something, usually market characteristics or functions. It is preplanned and structured. Under this approach a Cross-Sectional study is conducted in which one sample of respondents is drawn from the target population and information is obtained from this sample one.

This study is based on Descriptive Research approach comprises the following methods; 1. Secondary Data: Secondary Data refers to that which is compiled by some other than the other researcher for purpose not directly related to the research. These are readily available for processing. This type of data relate to past period. The two main types of secondary data are Internal and External data. The sources used for such data types are as follows: a. b. Internal: the sources include company annual reports bulletins, research External: the sources include: Published materials such as periodicals and books like business Computerized databases such as internet databases and off-line periodicals, marketing journals, general business and trade magazines, etc. databases (information available on Diskettes and CD-ROM disks). 2. Primary Data: reports, etc.

Primary Data refers to the data gathered for a specific purpose or for a specific research project. These data gives latest information. This type of data is obtained from original sources. In this study, primary data is collected through Questionnaire Method.

TOOLS FOR DATA COLLECTION: The approved questionnaire is the main tool used for data collection in this study. The questionnaire consists of structured and unstructured questions. 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 particular

matter can be done effectively. This tool is administered through Personal Interview with the target population. SAMPLING PLAN: 1. Sampling Unit Who is to be surveyed:

The sampling unit consists of college students owning Nokia Cellular Phones for analyzing the advertising effectiveness on consumers. 2. Sampling Procedure How should the respondents be chosen: The sampling technique chosen are Simple Random Sampling and Stratified Random Sampling , in which a sample is drawn probabilistically from each group or strata i.e. College Students owing Nokia Cellular Phones. 3. Sample Size How many respondents to be surveyed: Due to time and other constraints, the size is 100 respondents. These samples of respondents are chosen randomly. CROSS SECTIONAL STUDY: A Cross Sectional Study is a type of research design involving the collection of information from any given sample of population elements only once.

SIMPLE RANDOM SAMPLING: A probability sampling technique in which each element in the population has a known and equal probability of selection. Every element is selected independently of

every other element and the sample is drawn by a random procedure from sampling frame. STRATIFIED RANDOM SAMPLING: A probability sampling technique that uses a two-step process to partition the population into sub populations, or strata. Elements are selected from each stratum by a random procedure. ULTIMATE CONSUMER: Ultimate Consumers refers to those individuals who buy goods and services for final use or consumption. DATA ANALYSIS: The data collected are tabulated and classified as required. Statistical techniques such as Frequency Distribution, Central Tendency, Percentages, etc., are used for analysis of primary data. Conclusions are drawn based on the analysis and findings of primary data. DURATION OF THE STUDY: The duration of the study is six weeks. LIMITATIONS OF THE STUDY: Due to time and resource constraints, only college students are selected for Due to resource and time constraints, a randomly selected sample has been

the study for making an analysis for the advertising strategies. chosen respondents for making an analysis of advertising effectiveness on consumers.

BRAND AWARENESS It is important to know the awareness of the brand in the market. Table 1: Response Yes No Respondents 100 0 Percentage 100 0

B R AN D AW AR E N E S S
Y es No

No, 0

Y es , 100

Source: Table 1 Interpretation: From the above table it is clear that the brand awareness of Nokia Cellular phones in the market are huge. 100%. The number of people who did not know about Nokia Cellular phones is null. Inferences: The awareness level for the Nokia Cellular Phones in the market is found to be 100% of the total respondents who were interviewed. The purpose of brand awareness has been significantly achieved by the company.

Medium through which the Brand Awareness was created. Table 2: Medium Friends Neighbours Family members Advertisements No of Respondents 43 2 5 50 Percentage 43 2 5 50

ME D IU M OF AW AR E N E S S
Adve rtise m e nts Fa m ily m e m be rs Ne ighbours 50

M EDIUM

5 2 43 N o of R es pondents

Frie nds

Source: Table 2 INTERPRETATION: It is found that from advertisement 50% of respondents have came to know about the Brand. 43% of the respondents have came to know from their friends. 5% from their family members and 2% from their neighbours. Inference: People have come to know about the brand through advertisement. Hence the advertisement should be designed in such a way that more number of people know about the existence of the brand.

NUMBER OF RESPONDENTS OWNING NOKIA CELLULAR PHONES: Table 3: Response Yes No Respondents 75 25 Percentage 75 25

N OK IA C E L L P H ON E H OL D E R S

25

Y es No 75

Source: Table 3 INTERPRETATION: It is found that about 75% of the respondents own Nokia Cellular Phones. 25% of the respondents did not own Nokia Cellular phones. INFERENCE: Most of the people who know the Nokia Brand name own the Cellular phones. Hence the advertisement should be designed in such a way that the Brand awareness is created among greater number of people.

Reason to Purchase the Product Reason Advertisement Quality Brand name Service Price No of Respondents 3 37 22 10 3 Percentage 4 49 30 13 4

R easo n fo r P u rch ase

No of Res pondents No of Re sponde nts 40 35 30 25 20 15 10 5 0
t en em

37 3
e lit y m ua na

22

10
e vi c ri c P e

t is

dv er

ra

nd

Re a sons
Source: Table 4 INTERPRETATION: About 49% of the respondents have purchased the product due to its Quality factor, 30% of the respondents due to its Brand Name, and 13% of the respondents due to its Service factor. Only 3% of the respondents have purchased due to the Advertisement and Price factor respectively. INFERENCE:Most of the customers purchased the product due to its quality and not due to advertisement. Hence the company should take appropriate steps such that the customers are created by the advertisement.

er

Through which Medium of advertisement respondents came to know about the Nokia Brand. Table 5: Medium of Advertisement Television. Print Media Boardings Others No of Respondents 50 37 3 10 Percentage 50 37 3 10

ME D IU M OF B R AN D AW AR E N E S S

10 Televis ion. P rint M edia 50 B oardings O thers

37

Source: Table 5 INTERPRETATION: It is found that 50% of the respondents came to know about the product through Television. 37% of them through Print Media, 3% of them through Outdoor Boardings. 10% of the respondents came to know about the product through the medium other than these medium stated above. INFERENCE: Most of the customers have come to know about the product through television. Hence the company should concentrate on providing advertisements in TV.

MEDIUM OF ADVERTISEMENT THAT REACHES MAXIMUM PEOPLE: Table 6: Medium of Advertisement Television. Print Media Boardings Word-of-Mouth No of Respondents 65 14 1 20 Percentage 65 14 1 20

E F F E C T IV E ME D IU M OF AD V E R T IS IN G
W ord-of-M outh M EDIUM Boa rdings P rint M e dia Te le vision. 0 10 20 1 14 30 RES P O NDENTS No of Res pondents 65 40 50 60 70 20

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. Boardings stand at the last with only 1% of the respondent supporting it. INFERENCE: The advertisement should be exhibited in the television which is the best medium through which greater number of people can be reached.

Feeling created on the Viewers: Table 7: Feelings Fear Emotional Anxiety Informative Humour No of Respondents 1 7 12 76 4 Percentage 1 7 12 76 4

FE E LIN GS OF V IE W E R S
F ear E m otional A nx iety 4 1 7 Inform ative Hum our

12

76

Source: Table 7 INTERPRETATION: It is clear that 76% of the respondents have suggested that Nokia Cellular Phone advertisements give information about their products. 12% of the respondents have suggested that the advertisement creates Anxiety feeling. 7% of the respondents suggest that the ad creates Emotional feeling, 4% of the respondents suggest that the ad creates Humourous feelings and only 1% of the respondents say that they create Fear type of feeling to the viewers.

INFERENCE: Advertisement are concentrated on providing information. The company must also focus on the advertisement which are humorous and emotional which are liked by our Indians.

Brand Image: Table 8: Response Strongly agree. Agree Disagree Strongly disagree No of Respondents 33 65 1 1 Percentage 33 65 1 1

B R AN D IM AGE
70 60 50 40 30 20 10 0 RES P O NDENTS

65

S tro ng ly a g re e .

33 1 1 Ag re e Disa g re e S tro ng ly d isa gre e RES P O NS E N o of R es pondents

Source: Table 8 INTERPRETATION: It is clear that 65% of the respondents say that the advertisement creates 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 Brand Image. INFERENCE: The advertisement creates Brand Image among the viewers who watch the advertisement. Hence the company should continue with the present tactics.

SEGMENT OF THE PEOPLE: Table 9: Segment of People Students Officials Business people Non-workers No of Respondents 30 18 52 0 Percentage 30 18 52 0

No of Res pondents Non-w orke rs Busine ss pe ople Officia ls S tude nts 0 10 18 30 20 30 40 50 60 No of Res pondents
Source: Table 9 INTERPRETATION: It is clear that 52% of the respondents say that the advertisement focuses on the Business people. 30% of the respondents say that the ad focuses on Students. 18% of the respondents say that the ad focuses on Officials. There are no respondents who say that the ad focuses on the Non-working class of the market. INFERENCE: The advertisement focuses majorly on business people. The advertisement should be designed in such a way that it focuses on students, officials, non-workers as well.

0 52

Amount of information: Table 10: Response No information. Incomplete information. Little information. Complete information. No of Respondents 10 17 28 45 Percentage 10 17 28 45

IN F OR M E R C IAL S
Com ple te info rm a tio n . RES P O NS E L ittle info rm a tio n . Incom ple te info rm a tio n . No in fo rm a tion . 10 N o of R es p on den ts 17 28 45

Source: Table 10 INTERPRETATION: It is clear that 45% of the respondents say that the advertisement of Nokia Cellular Phones provide complete information. 28% of the respondents say that the ad provides little information, 17% of the respondents say that the ad provides incomplete information. There are no respondents who say that the ad provides no information. INFERENCE: The present tactics used in the advertisement is good as it provides complete information about the products. The advertisement should be designed such that the full information of the products are available for the viewers.

ADVERTISEMENT MAKE THE VIEWERS TO SEE AGAIN: Table 11: Response More frequently. Somewhat frequently Less frequently Zero frequency. No of Respondents 24 60 13 3 Percentage 24 60 13 3

IN F L U E N C E O F AD V E R T IS E M E N T
M o re freq ue nt ly . S o m ew h at freq ue nt ly L es s freq ue nt ly Zero freq ue n c y .

13

24

60

Source: Table 11 INTERPRETATION: It is clear that 60% of the respondents say that they watch the advertisement somewhat frequently. 24% of the respondents say that they watch more frequently the advertisement. 13% of the respondents say that they watch less frequently the advertisement. 3% of the respondents say that they are not interested in seeing the advertisement again. INFERENCE:The advertisement should be designed in such a manner that the viewers are motivated to watch the advertisement more frequently. Advertisement should be designed such that the switching from one channel to other channel during the exhibition of the advertisement can be lowered.

ADVERTISEMENT RECALL: Table 12: Response Yes No Respondents 73 27 Percentage 73 27

AD VE R TISE ME N T R EC ALL

No, 27 Y es No Y es , 73

Source: Table 12 INTERPRETATION: It is clear that 73% of the respondents say that they recall the advertisement when they see any characteristics which are used in the advertisement. 27% of the respondents say that they do not recall the advertisement when they see any characteristic which are used in the advertisement INFERENCE: The respondents are able to recall the advertisement characteristics when they see any other characteristics. Hence the company should continue with the present design such that the advertisement can be recalled when ever they see the characteristics which are used in the advertisement.

BEST TIME PERIOD: Table 13: Time Period 7 AM 9 AM 9 AM 12 PM 12 PM 3 PM 3 PM 6 PM 6 PM 10 PM No of Respondents 6 3 3 7 81 Percentage 6 3 3 7 81

B E S T T IM E P E R IOD
6 P M 10 P M T IM E P ERIO D 3 PM 6 PM 12 P M 3 P M 9 AM 12 P M 7 AM 9 AM 7 0 3 3 6 20 40 60 80 100 RES P O NDENT S N o of R es pondents 81

INTERPRETATION: It is clear that 81% of the respondents say that the best time period to produce 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 9 AM. 3% of the respondents say that the best time period is from 9 AM to 3 PM INFERENCE:The best time period to exhibit the advertisement in the Television is 6 PM to 10 PM. Hence the company should exhibit the advertisement in many TV channels such that it reaches maximum number of people.

FREQUENCY OF THE ADVERTISEMENT: Table 14: Response Yes No Respondents 78 22 Percentage 78 22

F R E QU E N C Y O F AD V E R T IS E M E N T

N o, 22 Y es No Y es , 78

Source: Table 14 INTERPRETATION: 78% of the respondents say that the frequency of the advertisement should be increased. 22% of the respondents say that the frequency of the advertisement should not be increased INFERENCE: The frequency of the advertisement should be increased such that the viewers can watch the advertisements more often and can remember the products features and share those information to their friends.

CULTURE IN THE ADVERTISEMENT: Table 15: Response Strongly agree. Agree Disagree Strongly disagree No of Respondents 17 53 21 9 Percentage 17 53 21 9

C U L T U R E IN AD V E R T IS E ME N T
N o o f R e s p on de nts S trongly disa gre e RES P O NS E Disa gre e Agre e S trongly a gre e . 17 P RES P ONDENTS

9 21 53

Source: Table 15 INTERPRETATION: 53% of the respondents say that the advertisement of Nokia Cellular Phones represent our culture in their advertisement. 21% of the respondents disagree that the advertisement represent our culture. 17% of the respondents strongly agree that the advertisement represent our culture. 9% of the respondents strongly disagree that the advertisement represent our culture. INFERENCE:The company should continue with the existing design of the advertisement as they represent our culture. The company should design advertisement with more emotional feelings which are liked by our nationals.

ANY OTHER MEDIA: Table 16: Response Yes No Respondents 39 61 Percentage 39 61

AL T E R N AT E M E D IA

Y es , 39 Y es No N o, 61

Source: Table 16 INTERPRETATION: 61% of the respondents say that there is no any other media through which the advertisement can be designed to reach maximum number of people. 39% of the respondents say that there are other media through which the advertisement can be designed to reach maximum number of people. INFERENCE: The company should use the present media of advertisement effectively to reach more number of people. Some of them have suggested of using FM Radio to advertise the product.

USE OF CELEBRITIES: Table 17: Response Need. Must. Not Needed. Cannot say No of Respondents 25 14 48 13 Percentage 17 53 21 9

U S E O F C E L E B R AT IE S IN AD V E R T IS E M E N T
C a nn ot s a y RES P O NS E N o t N e ed ed . M u s t. N e ed . 14 25 RES P O NDENTS N o o f R e s p o nd en ts 13 48

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 respondents say that the Celebrities are needed. 14% of the respondents say that the company must use the Celebrities in their advertisement. 13% of the respondents have no idea about this issue. INFERENCE: The company may or may not use the celebrities in their advertisement since most of them have said that the celebrities are not needed.

SHARING OF INFORMATION: Table 18: Response Yes No Respondents 78 22 Percentage 78 22

S H AR IN G OF IN F OR M AT ION

Y es Y es , 78 N o, 22 No

Source: Table 18 INTERPRETATION: 78% of the respondents say that they share the additional characteristics displayed in the advertisement with their friends. 22% of the respondents say that they do not share the additional characteristics displayed in the advertisement with their friends INFERENCE: The company should design the advertisement such that it attracts individual such that they share the information and additional characteristics with their friends.

STYLE OF THE ADVERTISEMENT: Table 19: Ratings Poor Average Good Great No. of Respondents 3 27 62 8 Percentage 3 27 62 8

S T YL E OF T H E AD V E R T IS E M E N T
N o. of R es pondents 70 60 50 RES P O NDENT 40 S 30 20 10 0

62 27 3 P oor A verage G ood RES P O NS E 8 G reat

Source: Table 19 INTERPRETATION: From the above table it is clear that 62% of the respondents say that the style of the advertisement is good, 27% of the respondents say that the style is average, 8% of them say that the style is great, and 3% of them say 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.

TONE OF THE ADVERTISEMENT: Table 20: Ratings Poor Average Good Great No. of Respondents 24 53 8 15 Percentage 24 53 8 15

T ON E U S E D IN AD V E R T IS E M E N T
Gre a t 15

RATING S

Good

Ave ra ge

53

P oor

24 N o. of R es pondents

Source: Table 20 INTERPRETATION: From the above table it is clear that 53% of the respondents rate the tone in the advertisement as average, 24% of them as poor, 15% of them 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 the advertisement so that the advertisement is more effective. Atleast the company should work on the tone so that it is rated good.

WORDS USED IN THE ADVERTISEMENT: Table 21: Ratings Poor Average Good Great No. of Respondents 4 42 47 7 Percentage 4 42 47 7

W OR D S U S E D IN AD V E R T IS E M E N T
50 40 RES P ONDENT 30 S 20 10 0 4 P oor A verage G ood 42 47

7 G reat

RATINGS N o. of R es pondents

Source: Table 21 INTERPRETATION: From the above table it is clear that 47% of the respondents have rated the words used in the advertisement as good, 42% of the respondents as average, 7% of the respondents as great and 4% of the respondents as poor. INFERENCE: Since most of the respondents have rated the words used in the advertisement as good and average the company should use little effective strategies such that average rate are converted into good rate.

COMPETITORS: Table 22: Companies Samsung. L.G. Sony Ericsson. Others. No. of Respondents 54 12 28 6 Percentage 54 12 28 6

C OMP E T IT OR S
Othe rs.

6 28

BRANDS

S ony Ericsson.

L.G.

12

S a m sung.

N o. of R es pondents
Source: Table 22 INTERPRETATION: 54% of the respondents have rated Samsung company advertisement as the competition for Nokia Cellular Phones advertisement. 28% of the respondents have rated Sony Ericsson as the competitor. 12% of the respondents have rated L.G. as the competitor. 6% of the respondents have rated Other companies as the competitors. INFERENCE:Samsung companies advertisement is treated as the competitor for the Nokia Cellular Phones advertisement. Hence the company should use effective strategies to overcome Samsung companies strategies.

54

COMPETITORS EFFECTIVENESS: Table 23: Response Yes No Respondents 59 41 Percentage 59 41

C OMP E TITOR S E FFE C TIV E N E S S

Y es No

No, 41 Y es , 59

Source: Table 23 INTERPRETATION: 59% of the respondents say that the competitors design more effective advertisement than the Nokia Cellular phones advertisement. 41% of the respondents say that the competitors design less effective advertisement than the Nokia Cellular phone advertisement. INFERENCE: The competitors of Nokia Brand are designing more effective advertisement. Hence the company should adopt certain strategies such that the advertisement is more effective than its competitors.

TESTING OF HYPOTHESIS
Hypothesis: a Hypothesis in statistics is simply a quantity statement about a population. It is a supposition made as a basis for reasoning. Testing of Hypothesis: it is to test some hypothesis about parent population from which the sample is drawn. Null hypothesis formulated is: HO : The advertisement provides complete information about the product. The research hypothesis (alternative hypothesis) formulated is: HA : The advertisement does not provides complete information about the product. Level of Significance: 5%=0.05. Ztab at 5% level of significance : 1.645. Test Statistics : Z = _P-Ps _ 34Q Given: P=0.5 Q=1-0.5=0.5 n=100 Ps=0.30 Substituting the above values in the given formula, we get Zcal = 4. Conclusion: since Zcal > Ztab, HO is rejected. So the advertisement does not provide complete information about the product.

 2 test:
It is one of the simplest and most widely used non-parametric tests in VWDWLVWLFDOZRUN7KH V\PERO 2 is the Greek letter Chi. This test was first used by Karl Pearson in the 1990.

2 = 2 -E)2
E Where O = Observed Frequency. E = Expected Frequency. Competitors Samsung Sony Ericsson L.G. Others Observed(O) 54 28 12 6 Expected (E) 25 25 25 25

Null hypothesis formulated is: HO : all competitors are equally competitive in terms of advertisement for Nokia Cellular phones. The research hypothesis (alternative hypothesis) formulated is: HA : all competitors are not equally competitive in terms of advertisement for Nokia Cellular phones. Level of Significance: 5% = 0.05.

2tab = 7.814
Test 6WDWLVWLFV 

2 = 2 -E)2
E

Conclusion: since  !  +R  LVUHMHFWHG  Cellular phones.

2cal = 55.20.

6R all competitors are not equally competitive in terms of advertisement for Nokia

The summary of findings of the study is presented below: 1. There is a high level of awareness of the brand of Nokia Cellular Phones in the market. It is found that the awareness level for the brand in the market is 100% of the respondents who were interviewed. The awareness was created by the advertisement and the friends. 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 the Television and Print Media of the advertisement. 4. Through Television and Word-of-Mouth medium the advertisement reaches maximum number of people. 5. The advertisement of Nokia Cellular Phones provides information about their products and creates Anxiety type of feeling among its viewers. 6. Nokia Cellular Phones advertisement creates Strong Brand Image among its viewers. 7. Nokia Cellular Phone advertisements are designed mostly for Business people and Students in the market. 8. Nokia Cellular phone Advertisement provides complete information about their products. 9. Nokia Cellular Phones motivates the viewers to watch the advertisement some what frequently.

10.

The viewers of the advertisement recall the ad when they see some characteristics which are used in the advertisement.

11.

The best time period the advertisement should be shown on Television in 6 PM to 10 PM.

12.

Nokia Cellular phones should increase the frequency of their advertisement inorder to compete with their competitors.

13. 14.

Nokia Cellular phones represent our culture in the advertisement. The other media that can be used to advertise its product when compared to its competitors are FM Radio, Huge Balloons.

15.

It is the wish of the company to use any celebrities in their advertisement. The respondents suggested that celebrities were not needed to improve the effectiveness of the advertisement.

16.

When the advertisement is good, then the viewers share the information and other additional qualities of the advertisement and product 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 is Good. 47% of the respondents have rated the words of the ad as Good.

CONCLUSIONS AND SUGGESTIONS During the study and personal interviews held with the Students of different colleges, all the respondents provided with a few valuable suggestions. The suggestions were based on the advertisements. When asked as how good was the advertisements of the brand, all the respondents came forward with some good and valuable suggestions. We, thereby, would like to highlight a few and important suggestions for the benefit of the company. The suggestions were as follows: 1. When the study was conducted among the consumers we found that the purchase of the Nokia Cellular product was due to their quality and Brand name but the advertisement played a minor role in making their decisions. Hence the company should take steps such that the viewers are converted into consumers by the use of advertisement. 2. The best medium to reach greater number of people is Television. But Nokia cellular phones are concentrating more on Print Media. Hence the company should take appropriate steps such that it concentrates more on Television advertisements rather than Print Media. 3. The advertisement of Nokia Cellular Phones are concentrating on providing information about their products to the viewers. But in India the viewers like emotional and humourous advertisements. So the company should design advertisements such that it includes little bit of emotional or Humour characteristics. 4. Nokia Cellular Phone advertisements are designed for the Business people and Students. Hence the company should see that the advertisements are designed for the rest of the market too like officials and non-workers.

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

6. The best time period that the advertisement is exhibited to the viewers is between 6 PM and 10 PM. The company should take appropriate steps to see that the advertisement is exhibited in the above period and should be shown in several channels instead of hiring one or two channels. 7. Nokia Cellular Phones should increase the frequency of their advertisements such that the viewers get the product and characteristics of the advertisements and share the information with their friends. 8. The advertisement can be exhibited through other media such FM radio, Huge advertisement balloons. 9. Should use the modern computer technology like Multimedia systems to make their advertisements more effective than their competitors. 10. The tone and words used in the advertisement of Nokia Cellular phone are average. Hence the advertisement should be designed in such a manner that the tone and words are good such that it attracts many viewers and the characteristics can be shared among their friends. 11. From the study we came to know that the competitors are designing advertisements more effectively than Nokia. Hence appropriate strategies has to adopted such that the advertisements are more effective than their competitors.

QUESTIONNAIRE

IMPACT OF ADVERTISEMENT OF NOKIA CELLULAR PHONES

(Please put ' in the appropriate box provided.) ' 1. Personal information a. Name b. Age c. Course d. College Yes : : : :

2. Do you know about Nokia brand?

       

No.

         
Price

If yes how did you come to know about this brand? Friends Family Members Neighbours Advertisement

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

4. What made you to purchase the product? Advertisement Quality brand? Television Boardings Brand name Service

5. Through which medium of advertisement did you came to know about the Nokia Print Media Others

6. Which medium do you think the advertisement reaches maximum people? Print Media Boardings

 

Television word-of-mouth

7. What type of feeling do you think the advertisement creates on the viewers? Fear Emotional

 

Anxiety Informative

 

Humour

8. Nokia advertisements exhibit Brand image Strongly Agree Disagree

 

Agree Strongly disagree

    

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

      

Officials

Non-workers
Incomplete info Complete info.

10. Nokia advertisements exhibit the information about their products. No info. Little info.

11. Nokia advertisements make you to see the advertisement again More frequently Less frequently Somewhat frequently zero frequency

 

12. Do you recall the advertisement of Nokia Cellular Phones when you see some characteristics that are related to the advertisement? Yes No.

  

13. Which is the best time period the advertisement should be shown on Television? 7 AM to 9 AM 12 PM to 3 PM

9 AM to 12 PM 3 PM to 6 PM

6 PM to 10 PM

14. Should Nokia Cellular Phones have to increase the frequency of their advertisement inorder to compete with others? Yes to other brands.

No.

15. Nokia Cellular phones represent our culture in the advertisement when compared

Strongly agree Disagree

 

Agree Strongly disagree

 

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

  

No.

  

If yes what is the media______________________________ 17. Nokia Company should use any celebrities in its advertisement. Need Must Not needed Cannot say

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

No.

19. How do you rate the brands advertisement with regard with to the following:

 of the advertisement Style Poor  Average 

 used in the advertisement Tone Poor  Average 

Good

 

Great

  

 used in the advertisement Words Poor  Average  Good 

Samsung Sony Ericsson. Nokia. Yes

Good

Great

Great

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

  

L.G. Others

 

21. Are the competitors of Nokia are creating advertisements which are effective than No.

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

LIST OF REFERENCE: Texts:  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, Tata McGraw Hill Publishing Company Ltd., New Delhi, 1997.

Websites: www.nokia.com www.inventors.about.com www.wirelessadvisor.com www.magindia.com