Start of the campaign of Nokia in India
Nokia, the world's leading mobile phone manufacturer recently swept a number of awards at therecent Media Magazine Advertising Awards and the Asian PR Awards. Nokia was awarded theAdvertiser of the Year for 1998 at the Media Magazine Advertising Awards and an HonorableMention for Technology Campaign of the Year in the Asian PR Awards. The Advertiser of theYear Award recognizes companies that show commitment to building its brand across the AsiaPacific region and developing creative advertising and in close partnership with its agencies. Nokia distinguishes itself as the only company to win this award twice (1996 and 1998) in threeyears.The campaign is centered on its unique
Human Technology TM
, a concept that is based on Nokia's observation of people's lives, which inspires Nokia to create technology, products andsolutions that meet real human needs. Nokia communicated this via brand and product TVCs, print advertisements and point of sales materials. Nokia also notched up a first for interactiveadvertising, being the first in Asia to provide on-line sales of the premium Nokia 8810 model.
Communication process model of NOKIA
The communication process is the inter-relationship between several inter-dependentcomponents. It consists of a whole series of related actions and reactions which together result inthe sharing of meaning.There are 6+1 essential elements which makes the marketing communication effective. Theseare Sender,encoding, medium, message, decoding, receiver and feedback which is very essentialfor marketing communication. There is one undesirable element also which is Noise. Hence it iskept outside.
- Sender is generally the company who wants to promote the product. Through variousmarketing channels, to persuade the customer to buy the product.
– The process of converting the message into communication symbols.