16273925 Advertising Strategy of Nokia

8/7/2019 16273925 Advertising Strategy of Nokia

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DECLARATIONI hereby declare that the research work embodied in this dissertation

entitled A study on Impact of Advertising Strategies of NokiaCellular Phones has been carried out by me under the guidance andsupervision ofMr.SRINIVASAN, Professor (Internal Guide), M.P.BirlaInstitute of Management, Bangalore.I also declare that this dissertation has not been submitted to anyother university/ Institution for the award of any other Degree/Diploma.

Place: BangaloreDate: 17th June 2005

(VIJAYA KUMAR N C)Reg No: 03XQCM6118


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CertificateI hereby certify that this dissertation is an offshoot of the research workundertaken and completed by Mr.Vijaya Kumar N C under the guidanceand supervision of Mr. B.Srinivasan, Professor, (Internal Guide) MPBIM,

Associate Bharatiya Vidya Bhavan, Bangalore.

Place: BangaloreDate: (Dr. N.S. Malavalli)

Principal MPBIM,Bangalore


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ACKNOWLEDGEMENTI sincerely thank Dr. Nagesh Malavalli (Principal), M.P.Birla Institute ofManagement, Bangalore for granting me the permission to do thisResearch Project. I would like to express my immense gratitude toMr.B.Srinivasan, Professor, (Internal Guide), M.P.Birla Institute of

Management, Associate Bharatiya Vidya Bhavan, Bangalore for hisguidance, continuous encouragement and valuable suggestions atevery 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 areimperative for the completion of this project.I extend my deep sense of gratitude to all my family and friends whohave directly or indirectly encouraged and helped me to complete myproject successfully.I would like to extend my thanks to all the unseen hands that have

made this project possible.Place: BangaloreDate: 17th June 2005 (Vijaya Kumar N C)


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EXECUTIVE SUMMARYThis report titled IMPACT OF ADVERTISING STRATEGIES OF NOKIACELLULAR PHONES is submitted in partial fulfillment of threquirements for the degree of Master of Business Administration ofBangalore University.

This study is an attempt to understand the impact of advertising ofNokia Cellular Phones. It also tries to evaluate the advertiseffectiveness in establishing brand patronage among the viewers.The objective of this study is To analyze the advertising effectivenesson consumers of Nokia Cellular Phones, to analyze the differentmedium through which the advertisement reaches maximum numberof people in the market, to analyze the strategies that the companyshould adopt such that the viewers turn into consumers, to know thepresent status of the competitors of Nokia Cellular Phones in terms ofadvertisement. The survey was conducted among the college studentsbecause the market for cellular phones is huge. Questionnaire were

prepared and distributed to get the suggestions about theffectiveness of advertisement of Nokia Cellular Phones. By the survey,we came to know about the various media that has to be used greaternumber of people in the market and the strategies that has to be usedfor making the advertisement more effective when compared to itscompetitors.From the conclusion of this study we can come to the know whatstrategies can be adopted such that the advertisement of NokiaCellular phones can be made more efficient when compared to theircompetitors. The medium of advertisement that has to hire throughwhich we can reach maximum number of people. The style, word and

tone that has to be used in the advertisement that attracts morenumber of people. The type of feeling that is created by advertisement and the strategies to adopt that attract the peopletoward those feelings.


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STATEMENT OF THE PROBLEM

TO STUDY THE IMPACT OF THE ADVERTISEMENT STRATEGIESOF NOKIA CELLULAR 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 advertisement.

OBJECTIVES OF THE STUDY:

1. To analyze the advertising effectiveness on consumers of NokiaCellular Phones.

2. To analyze the different medium through which the advertisementreaches maximum number of people in the market.

3. To analyze the strategies that the company should adopt to turnviewers into consumers.4. To know the present status of the competitors of Nokia CellularPhones in terms of advertisement.5. To analyze what the viewers expect from the advertisement inpresent generation.

SCOPE OF THE STUDY:

The study is conducted with respect to Nokia Cellular Phones. Due totime and resource constraints, this study is focused on Colle

Students. This study helps us to know how we can over come ourcompetitors 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.

NOKIAFrom its inception, Nokia was in the communications business as amanufacturer of paper- the original communications medium. Thencame technology with the founding of the Finnish Rubber Works at theturn 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


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manufacture of Cables for the telegraph industry and to support thatnew fagled device 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 intelecommunications. Nokia Corporation was formed in 1967 by the

merger 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-coloured, clip-on facias which turned mobiles into a fashion itemovernight.But Nokia has always thought like that and back in the fashionconscious 1960s when one branch of the corporation was a majorrubber manufacturer, it hit on the idea of making brightly colouredrubber 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 entryinto the telecommunications market. A radio telephone was developedin 1963 followed, in 1965, by data modems long before such itemswere even heard of by the general public.In the 1980s, everyone looked to micro computers 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 DefinitionT.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

in Scandinavia 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 are increasingdemanding today. The technology was the digital standard, GSM, whichcould carry data in addition to high quality voice. In 1987, the politicalgoal was set to adopt GSM throughout Europe on July 1st 1991. Finlandmet the deadline, 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 JormaOllila, then President of Nokia Mobile Phones, was appointed to headthe entire Nokia group. The Corporation divested the non-cooperations and focused on telecommunications in the Digital Age. Fewpeople in the early 90s would have thought that going digital wouldchange things so much.


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2001 and into the FutureNokia is harnessing its experience in mobility and networks to generatea startling vision of the future. Meeting rooms, offices and homes willbe smart enough 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 ideasat great speed. Such characteristics will never change but, as to therest, the story has only just began!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 aninvestments were targeted to enhance Nokias ability to help createthe mobile 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 TELECOMMUNICATIONSThe worlds first international cellular mobile telephone network NMTwas opened in Scandinavia in 1981 with Nokia introducing the first carphones for the network. The worlds first NMT hand portable, the Nokiacityman was launched in 1987.Year 2003:Nokia announce that the worlds first CDMA 2000 1xEV-DV highspeed packet data phone call was completed at Nokias CDMA Product

Creation Centre in San Diego. The call, achieving a peak data rate of3.09 Mbps, was made between a test set based on a commerciallyavailable Nokia 2285 handset upgraded with a Nokia 1xEV-DV chipsetand a Racal Instruments, Wireless Solutions Group, 1xEV-DV basestation emulator. This chipset is the worlds first to support complete1xEV-DV Release C functionality.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 access

networks 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 theirphone, consumers will be able to easily access a variety of servicesand conveniently exchange information with a sample touch gestureutilizing NFC technology.


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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 a

DVB-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 60licenses.Year 2005:The Nokia 6630 imaging smart phone has as the first device in theworld achieved global GCF 3G WDCMA certification. The certificationwas achieved based on the requirements defined by Glob

Certification Forum (GCF), an independent industry body whichprovides network compliancy requirements and testing for GSM /WCDMA mobile devices.SBS Finlands Kiss FM became the first radio station in the world tobegin Visual Radio Broadcasts. The unique new concept developed byNokia offers the listeners the possibility to give feedback and toparticipate in programs easier than ever before. Nokia introduced anew product for secure mobile contactless payments and ticketing. Theworlds first Near Field Communications (NFC) product for payment andticketing will be an enhanced version of the already announced NokiaNFC shell for Nokia 3220 phone.

CELLULARA type of wireless communication that is most familiar to mobilephones users. Its called Cellular because the system uses many basestations to divide a service area into multiple Cells. Cellular cells aretransferred from base station to base station as a user travels from cellto 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 thattime, 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.In 1947, 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 the


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public. The FCC decided to limit the amount of frequencies available in1947, the limits made only twenty-three phones conversations possiblesimultaneously 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 the

frequencies allocation, freeing the airwaves for more mobile phones.AT & T and BELL labs proposed a cellular system to the FCC of manysmall, low-powered, broadcast towers, each covering a Cell a fewmiles in radius and collectively covering a larger area. Each towerwould use only a few of the total frequencies allocated to the system.As the phones traveled across the area, cells would be passed fromtower to tower.

WIRELESS STANDARDSANALOG SERVICE:A method of modulating radio signals so that they can c

information such as voice or data. Analog cellular phones work like aFM radio. The receiver and transmitter are tuned to the sfrequency, and the voice transmitted is varied within a small band tocreate a pattern that the receiver reconstructs, amplifies and sends toa speaker. The drawback of analog is the limitation on the number ofchannels 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. Indigital, the analog voice signal is converted into binary code andtransmitted 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 workon 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 tothe wireless network and divides them into time slots with each phoneuser having access to one time slot at regular intervals. TDMA IS-136exists in North America at both the 800 MHz and 1900 MHz bands.Major US carriers using TDMA and AT & T wireless services, BELLSOUTH and SOUTH 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 systemin the late 1980s that was accepted as a s tandard in 1993 and went


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into 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):It is based on an improved version of TDMA technology. In 1982, the

conference of European posts and Telecommunications (CEPT) beganthe process of creating a digital cellular standard that would allowusers to roam from country to country in Europe. By 1987, the GSMstandard was created based on a hybrid of FDMA (Analog) and TDMA(Digital) technologies. GSM engineers decided to use wider 200 KHzchannels instead of the 30 KHz channels that TDMA used, and insteadof having only 3 slots like TDMA, SM channels had 8 slots. This allowedfor fast bit rates and more natural-sounding voice- compressioalgorithms. GSM is currently the only one of the three technologies thatprovides data services such as email, fax, internet browsing, andintranet / LAN wireless access, and its also the only service that

permits users to place a call from either North America or Europe. TheGSM standard was accepted in the US in 1995. GSM-1900 cellularsystems have been operating in the US since 1996, with the firstnetwork being in the Washington D.C. area. Major carriers of GSM 1900include omni point, Pacific Bell, Bell South, Sprint Spectrum, Microcell,Western Wireless, Powertel and Aerial.

DIFFERENT TECHNOLOGYBLUETOOTH TECHNOLOGYIt is a technology for wireless communication between devices. Itsbased on a lowcost short-range radio link. Every decorator knows that

cables and wires are unsightly and confusing. Bluetooth connectionsallow wireless communication between devices within a range of about30 feet (10 metres). Unlike infrared, you dont have to point devicesdirectly 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 payfor a Bluetooth connection, no matter how much data you transfer.When two devices share information, there are a few things that haveto be 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 batterypower.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.


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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(on GSM network). Packet switching works like a jigsaw puzzle: yourdata is split into many pieces, then sent over the network and

reassembled at the other end. GPRS is just one of the ways totransport these jigsaw puzzles.EDGE TECHNOLOGY:Enhanced Data rates for Global Evolution (EDGE) enables daconnections three times faster than GPRS within the same multi slotclass. Like GPRS, youre billed for the data you transfer, not for thetime you 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,a subscription from your network operator that supports EDGE, and the

proper 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 theways to 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(as is uninstalling them), and there is a wide range of applications

available.JAVA was originally developed by Sun Microsystems. Enhancementsand standardization 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 enabledNokia 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 to

configure, load, or install anything else.MMS TECHNOLOGY:MMS stands for Multimedia Messaging Service, a technology thatallows you to create, send and receive text messages that also includean image, audio, and / or video clips. MMS messages are sent fromone mobile phone to another, or to an email address. MultimediaMessaging enriches your mobile messages in much the same way as


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inserting photos or changing fonts and colours does in email its bothuseful and expressive.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 operatomanagement that supports the service, and the correct settings onyour handset. Of course, an imaging phone gives you the option ofcreating and 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 colour 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 toa desktop computer. Todays mobile browsers give you richer coloursand faster browsing than the original mobile browsers, and mostimportantly, a way to access the web at your finger tips. Considering

the no-frills WAP sites that started off mobile browsing, the technologyhas 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 subscriptionfrom your 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.MOBILE VIDEO TECHNOLOGY:Mobile video means both creating your own video clips and watchingcontent created by others. There are two types of mobile video content

services: 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 feedsusing 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 usingBluetooth technology or infrared).


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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 asdaily news, weather or cartoons.

Store your favorite videos on a Multimedia Card (MMC) card longerclips 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 accessto video files. This means you need a phone with a GPRS, EDGE,WCDMA or other network connection, and the correct settings. If youreinterested in streaming video, look for a phone that supports EDGE orCDMA.

REVIEW OF LITERATURE

ADVERTISING:Advertising is any paid form of non-personal presentation anpromotion of ideas, goods or services by an identified sponsor. It ispaid communication because the advertiser has to pay for the space ortime in which his advertisement appears.Advertisers include business firms but also museums, charitableorganizations, and government agencies that advertise to varioustarget publics. 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 managerreports to the Vice President of marketing. The advertisindepartments job is to develop the total budget, and handle direct-mailadvertising, dealer displays and other forms of advertising nordinarily performed by the agency. Most companies use an outsideadvertising agency to help them create advertising campaigns and toselect and purchase media. Global companies that use a large numberof ad agencies located in different countries and serving different

divisions have suffered from uncoordinated advertising and imagediffusion. Advertising agencies need to redefine themselves ascommunication companies and assist clients in improving their overallcommunication effectiveness.

Five Ms of AdvertisingMISSION : What are the advertising objectives?MONEY : How much can be spent?


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MESSAGE : What message should be sent?MEDIA : What media should be used?MEASUREMENT : How should the results be evaluated?

Strengths of Advertising as a promotional tool

1. 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 Meansof 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 ofcontexts.5. It can reach prospects that cannot be approached by sales man.6. It helps to presell goods and pull the buyers to retailers.7. It offers a wide choice of channels for transmission of messages

such as visual (by sights), aural, (by ear) aural and visual.8. It is very useful to create maximum interest and offer adequateknowledge of the new product when the innovation is being introducedin the market.

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 messageffectiveness.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 awarenessof the brand.


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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 AdvertisingAdvertising should concentrate on clear and measurablecommunication objectives known as DAGMAR (Defining AdvertisingGoals, Measuring Advertising Results). Advertising objectives must beoriented around the process 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

the sale of the product or a service. Advertising as a mode ofpromotion increases propensity to purchase-moving the prospectsteadily, inch-by-inch, closer to a purchase decision. Of coursadvertising is only one of several communication forces. It moves theconsumer through successive levels such as unawareness, awareness,comprehension or recognition, conviction (intention to buy) and actionpurchase.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 isand what it will do for him. Comprehension level indicates that peopleare not only aware of the brand or company that they know the brandname and can recognize the package or trade market. But they are notyet convinced 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 typesto deliver reach, frequency, and impact. Media planners make theirchoice among 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.


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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 counts is the cost-per-thousandexposures.

Advertising in IndiaIndian Advertising starts with the hawkers calling out their wares rightfrom the days when cities and markets first beganShop front signagesFrom street side sellers to press adsThe first trademarksHandbills 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 fisrtnewspaper (weekly). Studios mark the beginning of advertising createdin India (as opposed to imported from England) Studios set up for boldtype, ornate fonts, more fancy, larger ads. Newspaper studios train thefirst generation of visualisers & illustrators. Ads appear in newspapersin the form of lists of the latest merchandise from England Since 1980,advertising in India has demonstrated phenomenal growth growth insize, 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.2200 Crores 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 AdvertisementA good advertisement must have the right message communicatedthrough a right media. It must reach the right people and prospectsand that too at a right time and at the right cost. Right timing of an


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advertisement needs no emphasis. It should fulfill its sole purpose, viz.,gain sale or action from the prospects and the cost of communicationshould be reasonable.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 that actual sale may be easily completed by thesales force. Each advertisement must be a unique selling proposition,invoking maximum force of persuasion to convert a prospect into acustomer.

In the light of the above information, t he author conducted a researchstudy on the advertising strategies of two leading garmemanufacturers in Bangalore City.

ATTENTIONIt 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 majormagazines have almost one-half of their pages carrying

advertisements, the other half carrying editorial matter. Amid all thisadvertising, it is not easy to create an advertisement that stands outenough to get noticed, processed, and remembered. The effectivenessof ads is reduced not only by the higher levels of clutter in general, buteven more significantly by the proximity of ads for competing brandsfrom the same product category.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 channel-switching endemic. Television advertisers today have to cope with the

phenomena of zapping and zipping.

CREATING ADVERTIEMENTS THAT ATTRACTS ATTENTIONThe attention filter operates at various levels of effort aconsciousness. At one extreme is the process of active search whereina receiver actually seeks information. He or she might solicit opinionsof friends or search through magazines not normally read.


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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 passiveattention. Here a receiver has little immediate need for the informationand makes no conscious effort to obtain it, but some information may

nevertheless enter the system. At all three levels, it is appropriate todiscuss why a person obtains information so that ads can be designedto maximize attention. There are, of course, as many reasons as thereare situations and individuals. However, it is instructive to examinefour general motives for attending to informative stimuli.A first motive is to obtain information that will have a high level ofutility for a person. In an advertising context, an individual will obtainproduct information that will help make better purchase decisions.Second, people may be motivated to expose themselves to informationthat supports their opinions- supportive exposure-and to avoiddiscrepant information. Third, there is a desire to be exposed to

information that stimulates. Finally, people are motivated to findstimuli that are interesting to them. These motives will be examined inturn.

ADVERTISING EFFECTIVENESS:Advertising 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

and paves the ground for their implementation. It can be instrumentalin prioritizing 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:


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Most of the time, an advertisers (seller) tries to build a brand privilegeor patronage for his products or service. A seller has a brand privilegeif buyers exhibit brand insistence, brand loyalty, or brand preferencetowards his product or service. By means of advertising or persuasivemass communication, seller tries to move prospective buyers and

existing buyer from lower level to higher level of brand attitude ofcustomers from brand ignorance to brand awareness, or from brandacceptance to brand preference, loyalty, and insistence

RESEARCH METHODOLOGYRESEARCH APPROACHThe research for this study is a Descriptive Research.A Descriptive Research is a type of conclusive research, which hasits major objective as the description or something, usually marketcharacteristics 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 andinformation is obtained from this sample one.This study is based on Descriptive Research approach comprises thefollowing methods;1. Secondary Data:Secondary Data refers to that which is compiled by some other thanthe other researcher for purpose not directly related to the research.These are readily available for processing. This type of data relate topast period. The two main types of secondary data are Internal andExternal 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 businessperiodicals, marketing journals, general business and trade magazines,etc.

Computerized databases such as internet databases and off-line

databases (information available on Diskettes and CD-ROM disks).2. Primary Data:Primary Data refers to the data gathered for a specific purpose or for aspecific research project. These data gives latest information. This type

of data is obtained from original sources. In this study, primary data iscollected 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:


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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 throughPersonal Interview with the target population.

SAMPLING PLAN:1. Sampling Unit Who is to be surveyed:The sampling unit consists of college students owning Nokia CellularPhones for analyzing the advertising effectiveness on consumers.2. Sampling Procedure How should the respondents be chosen:The sampling technique chosen are Simple Random Sampling andStratified Random Sampling , in which a sample is draprobabilistically from each group or strata i.e. College Students owingNokia Cellular Phones.3. Sample Size How many respondents to be surveyed:

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

CROSS SECTIONAL STUDY:A Cross Sectional Study is a type of research design involving thecollection of information from any given sample of population elementsonly once.SIMPLE RANDOM SAMPLING:A probability sampling technique in which each element in population has a known and equal probability of selection. Everyelement 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 topartition the population into sub populations, or strata. Elements areselected from each stratum by a random procedure.ULTIMATE CONSUMER:Ultimate Consumers refers to those individuals who buy goods andservices for final use or consumption.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. Conclusionsare 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:


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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

has been chosen respondents for making an analysis of advertising

effectiveness on consumers.

16273925 Advertising Strategy of Nokia

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