The impact of Advertisement on consumer

behaviour; a case study of Nokia

This dissertation is submitted for partial requirement for degree of MBA in University of
Wales

By
Rafaqat Iqbal

Supervisor by
Mr. George Muwonge

University of Wales, City of London College

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 ACKNOWLEDGEMNET

First of all I would like to thank my GREAT ALLAH Almighty, as all praises are for
ALLAH and THEIR, S Beloved Prophet MUHAMMAD (P.B.U.H), thanks for giving me
true knowledge, the courage, health and energy to complete this Project in the limited time.
Without HIS help it is not been possible for me to complete this academic task which requires
continuous effort. For the completion of this dissertation many people contributed for helping
me and guiding me with their best.

I would love to thanks my respectful supervisor Mr. George Muwonge. He has given me full
support and guided me throughout the project. His complete encouragement made me able to
complete this research without any problem and hesitation. I also present my thanks to all my
other teachers as well, at CLC, Miss. Shafeena, Dr. Peter Mcgee, Mr. Nizamuddin Saleem,
Mr. Zahid and Mr. Nadir, who encouraged me and provided me honest support throughout
the degree.

Now, I am very grateful and thankful to my loving family, specially my beloved Parents
( nizarin anjam ) and cute brothers and sisters especially Fozia Ahmed, anti mother bashiran
anjam for her love and complete support throughout my academic career. I got a great help
from them whenever I needed.

Last but not least, Motivation, guidance and encouragement are the key elements for doing
big tasks in life and all these things I have received also from my companions. I would like to
extend my thanks to all my friends Chand, Zaheer Abas, Arshad. The hopeful words,
motivation and love play an important role in this project for me. Also my class mates and
my colleagues offered some special help during the period of this dissertation. Their help and
support boost my level of confidence towards this project.

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 City of London College
Student ID: 000109613

DECLARATION

This dissertation is submitted in part fulfilment of the MBA. I confirm that the dissertation
that I submitting is entirely my own work and is not result of anything done in collaboration.
Any material used from other sources has been clearly identified and properly acknowledged
with references.

Date: 2 March 2012

...........................
Rafaqat Iqbal

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Table of Contents
Table of Contents ....................................................................................................................... 4

Chapter 1 .................................................................................................................................... 5

Introduction ................................................................................................................................ 5

1.1 Study Background ................................................................................................................ 5

1.2 Rational ................................................................................................................................ 7

1.3 – Aims and Objectives ....................................................................................................... 11

1.4 Organizational profile ........................................................................................................ 11

Chapter 2 .................................................................................................................................. 17

Literature review ...................................................................................................................... 17

2.1- Introduction ...................................................................................................................... 17

2.2 Branding and Advertising .................................................................................................. 17

2.3 Impact of branding on consumers ...................................................................................... 22

2.4 Branding strategy of Nokia ........................................................................................... 27

2.5 Branding and background of cell phone ....................................................................... 32

2.6 Conclusion (Summary of the literature review)............................................................ 34

Chapter 3 .................................................................................................................................. 36

Methodology ............................................................................................................................ 36

3.1 Introduction ........................................................................................................................ 36

3.2 Research philosophy and strategy ...................................................................................... 37

3.3 Data collection ................................................................................................................... 38

3.4 Research design ................................................................................................................. 38

3.5 Study limitations and conclusions ..................................................................................... 39

Chapter 4 .................................................................................................................................. 40

Findings and Analysis .............................................................................................................. 40

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4.1 Introduction ........................................................................................................................ 40

4.2 Presentation of Data and Analysis ..................................................................................... 41

4.3 Conclusions ........................................................................................................................ 53

Chapter 5 .................................................................................................................................. 54

Integrative analysis and Discussion ......................................................................................... 54

Chapter 6 .................................................................................................................................. 58

Conclusion ............................................................................................................................... 58

7.0 References .......................................................................................................................... 60

8.0 Bibliography ................................................................................................................. 63

9.0 Appendix ............................................................................................................................ 64

Chapter 1 Introduction

1.1 Study Background

Advertisement is an imperative in Modern business world, the strategy to keep the company
profitable and to make maximum customers; the advertisement plays an important role (Fahy
and Jobber, 2002). It has been argued that for the fast moving consumer goods advertisement
plays an important role; it helps to develop the brand and positive consumer perception.

According to Jetkins (2000) advertising is a practical affair which differs with marketing;
marketing drives products and services to the customers while advertising drives customers to
the product or services. Patley (2004) states that advertising is promotion of goods or services
for public and its goal is drawing attention of people and showing favourable light to them.

Moreover In this competitive era, brand influences the sales as well it helps organisation to
develop its marketing strategy by continuously evolving in brands. It also allow marketers to
make insights in own brand as compare to rivals. Therefore it needs to be accessed by

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implementing brand as well as investing in brand besides product development. Practicing
Brand awareness is not only limited to maximising sales by volumes but it involves
organisation to uphold company’s mission statement. Thus it seeks improvement in quality of
products or services. Therefore it need to develop method of operation, and after all this
whole operation needs innovation altogether. It is noticed that brand cannot subsist without
quality and performance. Or we can say that quality and performance is compulsory to
uphold the brand. Ultimately, brand awareness is never limited to single field either sales or
marketing but it embeds other fields such as operation, research and development, innovation
and finance. It needs huge amount to invest in branding. Some multinational companies do
invest in millions and allocate massive budget for advertisement as well as increase their
budget year after years.

Different company use different strategies for advertisement about their targeted market
segments. This strategy need not be standardised because it involves considering culture,
language, belief and value of the consumers. As for example, if a company like Nokia makes
its strategy for advertisement in UK just by giving advertisement in news paper and
magazine, it may be not run in Pakistan. Because, the way of living style of people in both
countries are different. The people in UK are more connected with books and magazines
while in Pakistan, they are more connected with television. Therefore it is also important to
make a decision about choice of medium by which advertisement can be done. This requires
various research of market and people to promote product depends upon the place. In twenty-
first century advertising became critical issue and it requires ethical consideration, because
advertisement helps customers to choose their products or services that fit their needs (Lee,
2005).

It is also noticed that intensive competition, technological development, increased importance

of information communication technology (ICT) and rising consumer awareness and
knowledge are challenging for marketers to analyse for choice of best advertisement strategy.
Mass media, social network and public experiences are important thing while selecting
advertising strategy. Selection of strategy is important and challenging task because various
type of products in organisation and market. The views are varied according to ages, level of
education of consumers thus it is also necessary for marketers to select choices of
advertisement strategy according to target market. This involves analysis of consumer
behaviour according to ages, level of education and income for successful implementation.

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Consumer behaviour is social science, which seeks to understand predict and explain
behaviour of a buyer ( Tyagi, 2004:5)

Another challenges organisations facing are budget of advertisement and selection of media
which give expected results. Now a day’s advertising media is also developing with respect
their challenges. Advertisements have replaced salesmanship and entered in the houses of
people without knocking and opening the doors. Advertisement enters through
electromagnetic waves and comes on the screen of their computers, laptops or mobile. It is
also vital to know the art of advertisement how advertisement influence the perception of
consumers and change their view point.

Another one of the important challenge is allocation of budget for the advertisement.
Advertisement is an investment for the prospective product and image of the organisation.
Strong brand can be achieved through advertisement. Investment in advertisement plays
important role for the success and failure of organisation. It is noticed that reduction in
advertisement reduces the sales of products which results into profitability of organisation. It
is also important to assess the feedback of advertisement and investment whether the
investment made in advertisement give appropriate result or not. Creativity without strategy
is art, creativity with strategy is advertising ( Jef Rechards, cited in Altstie 2006:18)

1.2 Rational

This study focuses upon the customer behavior toward the advertisements. The consumer's
behavior includes mental, affecting and actual activities which individuals perform them at
the time of buying, appliance and auctioning the articles, books and casework or any products
or services for satisfying their own needs and desires (whilke, 2000). In other words
consumer's behavior consists of a set of cerebral and tangible processes which activate
relationships and stand for its consumption (Peer, 1999).

The conduct of research project has following rationales and they are personal business and
academic. A brief look at the three is presented as follows;

Personal rationale:

The research project will allow the researcher to go through the literature relevant to advise
impact of advertisement on brand and consumer perception in marketing aspect and thus will

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enhance researcher’s knowledge with respect to this important field of marketing. The
researcher will also be conducting questionnaires survey from and that will also be a good
learning experience for the researcher

Academic Rationale:

Through many researchers have done work in the field of advertising but to make the work
difference and anew addition in the academic field the researcher has opted to have a look in
to the subject of adverting with a different perspective.

Business Rationale

This research project will highlight all the important aspect of advertising, branding and
consumer behaviour. Many companies promote brands through advertisement, thus aspect
advertisement impact on brand and consumer perception.

The prime reason behind choice of this subject is the interest of researcher in this field.
Researchers believes that by doing this research, researcher will not only fulfil his
requirement for his MBA, but he will dwell in to field of research where he might be
acquainted with numerous know ledges. This research project will allow researcher to
explore the choices of customers, demands of products, changes in perception and influence
of external environment etc.

In addition, other concepts are basal theories and hypotheses which experts use them for
shape their theories against the intended subject. For bigger acceptance of the consumer's
behavior we evaluate seven basal concepts which a lot of advisers accept emphasized it.
Briefly these concepts are:

1. The consumer's behavior is motivated: a lot of axiological catechism about the

consumer's behavior is the acumen of the consumer's behavior. The acknowledgment of this
catechism can be searched in the analogue of the consumer's behavior. So that their needs and
desires would be satisfied, absolutely the consumer's behavior is a motivated behavior which
the aim of it is to achieve the specific goals. These motivations are two categories, one of the
them is the motivation for alive which are the affidavit of purchasing a artifact and are
accompanying to the function of that artifact so that advice the customer to accomplish the
ambition for auto can be convenience in replacement, traveling added motivation, are claimed
motivations that are connected with the desires of a customer for cogent affections or the

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added his advised things. The claimed action for affairs an appropriate affectionate of car can
be acceptability or addicted of beautify of that person.

2. Consumer's behavior consists of abounding activities: Anniversary customer has

assorted thoughts, emotions, programs, decisions and purchases. A being who alone pays
absorption to affairs activity has abandoned abounding accompanying activities to it.
Whereas the marketers should advised a wide spectrum of consumer's activities including
anticipate about the product, accepting advice. Notice to the advertisements, affairs and
appliance to the achievement and the renewed returning of the consumer.

3. Consumer's behavior is a process: as it was bidding in the analogue of the consumer's

behavior and was referred to it in the high section, the consumer's behavior includes a
alternation of activities (selection, buy, consumption) that yield abode in the stages of afore
buying, during, buying, and afterwards affairs in the form of an around-the-clock action
(Frankatal, 2001, 43).

4. The consumer's behavior is altered from the appearance point of the akin of spending
the time and the complication. The aim of the akin of spending the time in the consumer's
behavior consists of the time which during that affairs decisions are demography or the
breadth of the period of time the absolute action of affairs accommodation and the
aggravation of consumer's behavior refer to the amount of complex activities in one decision,
that is in the case of the abidingness of other affecting altitude and factors on the chief action
all that the complication of accommodation would be greater. The time which is appropriate
for the absolute action is more. The important point about these two factors is that the time
and complication are two ambits of accommodation action and the consumer's behavior
which are altered in the case of assorted individuals and as well in various situations. For
archetype it is accessible affairs an auto in the specific altitude for a specific alone has too
abundant complication but this accommodation in the aforementioned bearings for someone
abroad to be advised a simple process.

5. Consumer's behavior includes an array of roles. At atomic three altered activities from
within the action of consumer's behavior and trends associated with anniversary of these
activities a) create a role for the acquirement b) the role of client c) the role of customer.

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6. Consumer's behavior is afflicted by alien factors. Consumer's accommodation action is
somehow afflicted by or bad. Aforementioned of these adopted forces, including culture,
subculture, amusing class, family, and the ambiance of business.

7. Consumer's behavior is altered for assorted people. Due to the actuality of alone
differences and as well altered humans consumers accept a array of behaviors and these
differences accept acquired the adversity of admiration the consumer's behavior, the address
of responding to the alloyed marketing.

Problem statement

British cellular industry is appeared to be changing continuously as well as it passes through

convincing growth. Researcher wants to know how much budget should be allocated for
advertisement to uplift the brand image of a company. Researcher also wants to analyze how
advertisement affects the behavior of consumers and how consumers can be attracted or
through advertisement. He is also intended to know the impact of advertisement on the brand,
how and when organization should implement the strategy to uplift the brand, whether
advertise play any role to develop and sustain the brand, effect on consumer behavior and
ultimately on organization.

The all-embracing purpose of this dissertation is to increase additional concerned of changed

factors which are particularly associated to behavior of consumers, brand image, consumer
prescription by advertising. For the solution of this problem researcher is intended to analyze
the role of advertisement by case study of Nokia. Researcher believes that Nokia is one of the
top brands among the cell phone industry. It has different types of model ranging from low to
higher.

In view of researcher, the continuous changing environment and technological development

in mobile industry is challenging. The main problem researcher wants to seek is how
established and reputed cell phone companies manage this threats, there for following
research questions are raising in the mind of researcher;

1) Why the well-established and the biggest player in cell phone industry; Nokia
remained fail to maintain its growth?

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 2) Why Nokia could not assess the power of Brand image and its influence on
consumers?
3) Why Nokia has decreased its investment in advertisement budget, even Nokia might
know the importance of advertisement?

1.3 – Aims and Objectives

With the advancement in the media, it is becoming very easy to send your massage to target
customers. During this intense competitive business environment there are number of
organizations that have developed their brands. In this regards Nokia is considered one of the
vital company that had achieved excellent success. Therefore the current study will help the
researcher to analyse the impact of advertisement on the consumer perception and the brand
itself.

Therefore the study will explore the following objectives:

Objective

1. To critically analyse the impact of advertisement on cell phone industry

2. To analyse the critical success factors for the development of a Cell phone brand
3. To examine the potential impact of advertisement on consumer behaviour
4. Investigation of information regarding advertisement strategy

1.4 Organizational profile

Nokia is a public limited company and it belongs to telecommunication, internet and software
industry. The company was founded in 1885 and the founder of the company was Fredrick
Ideas tam and Leo Michelins. The headquarters of Nokia is in Espoo Finland and the
company operates worldwide. JormaOllila is the current chairman of the company and
Stephen Elop is the current president and CEO of the company. Subsidiaries of Nokia
includes Nokia Siemens network, Navteq Symbian Vetru and QT development framework

It has its business operation in 120 countries across the world and employs 132,000
employees. Nokia sales its products in 150 countries and in year 2011 its total income was

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€42 billion and its operating profit was €2 billion. Nokia was remained the no.1 mobile
producer in year 2011 with 23.9% of market share.

Nokia manufactures various types of mobiles with GSM< CDMA and W-CDMA as well as
games, map and music applications. Recently it has manufactured windows phones. It has its
own OVI application platform.

NOKIA Vision and Strategy

Nokia defines its mission in a very simple way: Connecting People. The goal of the company
is to build great mobile products that facilitate billions of people worldwide to enjoy more of
what life has to offer. The challenge is to achieve this in an increasingly dynamic and
competitive environment, ideas, Energy, Excitement and Opportunities. In today's mobile
world, it feels like anything is possible and that's what inspires us to get out of bed every day.

Key Elements of NOKIA strategy:

1. Build a new wining mobile ecosystem in partnership with Microsoft

2. Bring the next billion online in developing growth market

3. Invest in next-generation disruptive technologies

4. Increase our focus on speed, result and accountability

Retrieval of leadership

Nokia has formed a strategic partnership with Microsoft to regain lost ground in the
Smartphone market.

Connecting the next billion

In feature phones, Nokia’s strategy is to leverage its innovation and strength in growth
markets to connect even more people to their first internet and application experience.

Driving change

Nokia new strategy is supported by changes in Nokia’s leadership, operational structure and
approach. The renewed governance will accelerate decision-making and improve time-to-
market of products and innovations, placing a heavy focus on results, speed and
accountability.

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Stephen Elop, Nokia President and CEO defining Strategy

Nokia’s strategy is about investing in and ensuring Nokia’s future. “I have incredible
optimism,” said Stephen Elop, “because I can see fresh opportunity for us to innovate, to
differentiate, to build great mobile products, like never before, and at a speed that will surpass
what we have accomplished in the past.”

Nokia Siemens Networks

Nokia Siemens Networks, jointly owned by Nokia and Siemens, is one of the leading
providers of telecommunications infrastructure hardware, software and professional services
globally.

There are a total three divisions of company which are mobile solution, mobile phone and
market. The market division is headed by NiklasSavavnder and this functions and supply
chain management. This division is also responsible for delivering the mobile phones to the
respective markets.

DEFINITIONS OF TERMS

1- Consumer Behaviour

‘Behaviour’ is an indicator of specific, behaviour and methods. Accordingly customer

behaviour agency consumer’s attitude/expression while affairs the goods. In added words
customer behaviour is the after effect of such purchase, which a client makes for the
achievement of his needs from where, when, what, whom and how many.

2- Advertisement

Advertising is an anatomy of advice acclimated to animate or actuate an admirers (viewers,

readers or listeners) to abide or yield some new action. Most commonly, the adapted after
effect is to drive customer behaviour with account to a bartering offering, although political
and brainy commercial is as well common.

3- Perception

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An actual important aspect that plays an abundant addition in our relationships with humans
socially is our acumen appears the alien world. Acumen is an action of acceptable acquainted
of the apple about us through our senses. Our senses after effect in arena a analytical role in
acumen and behaviour. The factors affecting the acumen of one being appear the added one
after-effect into the accomplished action of synchronization.

4- Brand

How a company 'positions' a cast is not necessarily how the customer perceives that brand.
Brands allow marketers to add acceptation to articles and services, but it is consumers who
ultimately actuate what a brand means. The sources of brand acceptation are abounding and
varied, as are the means in which meanings become absorbed to brands.

OVERVIEW OF STUDY

Advertisement is one of the capital instruments of marketing. In past years with attention to
the array of products and the addendum of centralized burning market, profiting from this
important business tool in its capital that is business has extended. The absolute array of
accumulation media has as well created a suitable acreage for broadcasting and circulation of
altered trading announcements. Today barter as a result of accretion the bulk of acquaintance
and accepted knowledge, for chief about the alternative of appurtenances and casework
accept begin an added abandon in activity and with the assay of trading announcements are
able to distribute their admired good. In accession the abstraction of antagonism is
absoluteness concept by profiting from advertisement.

Count beneath production of the factories and advantageous institutions that are sending any
moment hundreds and maybe bags of altered and assorted appurtenances to the markets and
any greater specialty – orientated of services and the antagonism of the owners of industries
and bartering agencies accept accustomed a deserving accent to the commercial to such an
admeasurements that nowadays the acclaim which an academy takes in to application for
commercial a new acceptable maybe by abounding degrees to be added than amount of
bearing the aforementioned good. One of the factors which acquired commercial to ability to
the today's degree of accent is the gap and ambit which it has generated amid the assembly
and burning phenomenon that in the accomplished human communities had derived of it.

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Increasing the citizenry which involved addendum of the cities has created an action that not
any one can accumulation his own necessaries from the aboriginal ambassador anon and
carnality versa. All producers accept not this achievability to be in contact with the final
consumers or buyers after an agent and accumulation their own appurtenances for selling and
consumption.

This research consists of five chapters. In chapter 1, researcher has focused upon the
advertisement and its effect upon consumer behaviour in general. He tried to have a brief
outlook upon the proposed topic and he also described the research aim and limitations. For
the research purpose, he has used Nokia as a case study. In chapter 2, researcher has collected
various articles books and magazines regarding the advertisement and its effect; He had
overview all the articles, books magazines and summarizes the important points from them,
which can be beneficial for the study. In chapter three, he has described the research
methodology which he is going to use. As this research is based upon the qualitative
measures, so he is focusing upon descriptive studies, and for the generation of primary data,
he has developed the questionnaire, which he is going to fill from the customers and general
public. In chapter four, he collected all the findings and analyzed them in a proper manner,
that what people have answered about his questions, in chapter 5, by taking into view all the
findings, researcher has concluded the results and given the suggestions according to the
results.

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 Chapter 2 Literature review

2.1- Introduction

Researcher has done his literature review from various sources such as some articles written
by authors, books, magazines and newspaper etc. This chapter also focuses upon the past data
that have been generated by different authors for the evaluation of advertisement effect upon
customer. To evaluate these effects, we are focusing upon different articles that are written by
different authors and then to summarize it to have a glance upon the desired data.
In this literature review researcher is intended to examine the various literature regarding
effect of advertisement upon customer and brand, brand value, brand image and the effect of
branded and unbranded products on consumers etc.

2.2 Branding and Advertising

According to Roman, K. (2003) advertisement is an idea for the business. It is process of

creation to inspire people (P: 3). He further argues it is a process of understanding about
business ideas where they come from. It also emphasise how they can be protected. Thus
generation of ideas with respect to advertisement is soul of business (P: 4).

While Goddard, A. (2002) writes advertisement should not be limited to promotion of

branded products but it involves the enhancement of image for the organisation (P: 8).

From these arguments it is summarised that advertisement is not only important for sells of
products but it is more important to breathe the organisation itself. It appears as material thing
like texts but its character is like metaphor of soul in living animals on which it prospers or
becomes inert.

Advertisement is for promotion of products but advertisement itself need an appropriate

medium by which it can be spreads around the target people and stimulate their desire.
Therefore organisation should take care of advertisement strategy to launch its products. It is
vital to understand that products which are going to be launched or advertised should fulfil
consumer’s need and requirements according to their attitude and way of living. Organisation
can only be successful in building their brand through a product which satisfies the

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customers’ needs. In short this is the process of branding and evolving good products by
which producing good products brand of organisation poses to better image.

For success and failure of brand depends upon the strategy of advertisement. Strategies are
foundation on which brands are built. They keep the advertising and other marketing
elements on track and build a clear and consistent personality. They represent the soul of a
brand and a crucial element is success. If strategy is right and promise and core benefits are
going to strike the consumer in the head or heart or gut then the advertisement strategy is
beloved to be successful, which need to be clear in communication to fulfil the promise given
by organisation, the first thing to be look in advertisement is the benefits of consumer and the
core idea are the heart of the strategy. A creative brief relates the strategy to the current
situation and objectives. At its worst a creative brief baffles the creative team with vague
statements and catchphrases. At its best it guides with a tightly defined strategy and
stimulates with a large goal. The team should say ‘I get it (Roman, K. 2003: 12).

While organisation is planning to design strategy for advertisement to build better brand
image, it is prior to take objectives to achieve goal. The first goal of organisation would be
what organisation is going to do for consumers. Organisation should always keep in mind
that the purpose of advertisement is to sell the products to the consumers.

Strategy is long term planning to uphold the brand image of an organisation and it is to be
practically implemented. Thus it involves the choices of market segmentation and need to
position advertisement strategy. In continuously changing environment the adopted strategy
need to be kept flexible to get competitive advantage. Therefore it needs to be replacement of
old strategy by visionary new and valued strategy to achieve long term goal by short term
wins.

To build a strong brand it needs to consider an analysis the impact of brand on consumer
while the brand is at developing stage. It needs a research of market, competition, behaviour
of people, and certain external and internal factors. Market research involves identifications
of some product, which is not known by its usefulness but it is more familiar with some brand
name. As for example, in Pakistan Lever Brother has done the advertisement of its Vegetable
Ghee ‘DALDA’ in such a way that the term Vegetable ghee in Pakistan is replaced by
DALDA. Same thing happened in India with toothpaste by ‘Colgate’ brand. It means some
brand is so popular amongst people so products are being known with their brand rather than
its usefulness.

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Branded and Unbranded

It has been argued that branded items are more reliable than unbranded items. It has some
reason behind this argument, one is braded items are superior in quality and performance.
Second argument is customer can expect after sales services from branded items due to image
of suppliers. Some contradictory arguments also support unbranded items. One argument is
unbranded items are cheaper and it is not always true that they are poor inequality and
performance.
Brands are connected with the image of organizations that's why it needs to influence on
organisation and vice versa. It is argued that branded products are not costlier than unbranded
but the higher prices of branded products include the value of good quality, reliability,
performance and after sales service

According to Roman & Maas for an established product continually, test how far is up. Try
higher spending levels, new media in new market. If you‘re fortunate enough to have a brand
that is successful, it’s wise to have a spending test in the market at all times. If it works, roll it
out and start another test (p.52).

One of the interesting question advertiser’s faces is whether to concentrate all efforts on a
single umbrella brand or to segment efforts into targeted ‘sub-brands. Since targeted
messages are generally more effective, that has to be balanced with the economies of
promoting one brand. The general principle is to avoid sub brands until they are large enough
to sustain their own media budgets.

When any organisation makes advertisement then it should take first step to checkthis
advertisement. It is necessary that advertisement should attract the minds of the consumer if
the advertisement attract their mind then they buy products when the product related the
consumers life style and fulfil its need then this brand become consumer‘s part of life .
After that they trust on that brand and tell the people about that brand so they doing social
marketing for that brand. Brand becomes popular and the symbol of the organisation. Media
getting through uprising radio print media, TV, now internet etc. Media makes
advertisement relevant to culture of the country. According Roman p 53 Clutter on television-
the time devoted to non-programming content like commercial and promotions-continues to
increase. Now up to 18 minutes each hour in some time periods clutter makes viewers less
likely to watch or remember ads.

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The marketing advertising is just like a bullet, and we think of a gun being nothing without a
bullet. So, in this period without advertising marketing is nothing. Adverting directly affects
the brain, capturing the item being sold.

The organisation, every day, will need more customers to consume their product, so to target
the Blue Ocean areas, and get the consumer through advertisement. In adverting you will
need to tell the consumer about your product and brand clearly, because now there are so
many competitors in the market. So, the organisation will want consumer to be familiar with
their product and remember the name of their product.

Now in the adverting, organisations must consider the audience and make their advertisement
suitable for the consumer. For example, if the product is related to young children, then the
advertising will form around cartoons and comedy. Whereas, if it is related to old aged
people, then it will be related to their mind-sets, and not children’s comedy. As well as this, if
it is related to teenagers, the adverting will take a more energetic form.

According to Adcock Halborg Ross, in their fourth addition, adverting is perhaps the first
thing people think about when considering marketing. You will already know that it comes at
the end of the marketing process after a great deal of effort to ensure that the adverting offer
is worth promoting. However, it can be the most visible part of the marketing process. Main
media advertising with multi - million budgets is undertaken by major consumer’s goods
companies. These are only a small number of the total organisations who use adverting to
communicate with their public. For the major company’s large amounts of money are
involved and the impact of the adverting creates strong recalls. Through advertising, they try
and influence the behaviour and beliefs of the consumers. (p.294)

Brand:

According to Adcock Halborg Ross, in their fourth addition, the strength of a brand is
reflected in two ways. Brand awareness, brand beliefs, brand association and brand loyalty.
Branding usually develops from a distinctive identification, then given to a product or range
of products and through using and promotion this image becomes established in the market
place. Brand is your experience, when you are talking about a brand; you are discussing your
experience that the brand gives you and how much satisfaction you get when using it. You
give the name of brand related to your satisfaction (p. 209).

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According to Lewis P.Carbone, experience and brand are not one and the same and therefore
should not be used interchangeably, if you want to optimize the value of them both.
There are many effects of advertising that fall very short of persuasion. These effects are not
obvious, but they contain a very big result of the way advertising works. To understand
advertising correctly, we need to identify and calculate these effects. Although, these miner
effects can influence which brand we select, particularly when all other factors are alike and
when substitute brands are a great deal similar. Advertising attempts to notify and convince a
large number of people with a solitary communication. Adverting has any phases to influence
the customers. In his, the common factors may not always be blatantly understandable.
Personal advertising, classified advertising, manufacturers consumer advertising, Services
advertising, Retailer advertising, Trade advertising and Industrial advertising etc (p. 45).

Impact of advertisement on Brand

The sole mission of advertisement is to develop the brand, means to improve the brand value.
This is done by many large organisations to improve the sales and profits. But it requires
investing in advertisement more and more. Brand value consists of quality, performance and
investment made for the brand. Brand value is an intangible asset for the organisation.

According to Adcock, D. et al (2001) brand involves product and set of values. According to
them product is visible symbol but it preserve hidden and imaginary set of values. Values is
also determined as a perceived quality of the product or perceived value for money (p. 211).

Therefore Nokia is present the brand value, while its product represents extra quality. Brand
value is important for multinationals that’s why they do investment more and more in their
advertising budgets. In international brand top 100 brand value for year 2011, Nokia has
achieved no. 14th position in rank with $25071million of its brand value. Nokia lost 15% in
its brand value compare to previous year and fall down from its rank no. 8. Brand value is
directly related to the marketing budget and application of strategy applied for band
awareness.

Sutherland, M. Et al (2000) write that when we stop advertisement it will be harmful to our
businesses. We may lose our brand value. They argue that in 1998 a major American food
brand company reduced its budget more than half. The result is dramatically reduced 24% in
the sell. They argue that some time stopping advertisement is good decision, but again it
could be a time bomb (pp-161-162).

21
From above argument is cleared that at the time of economic recession or internal financial
crisis it is advisable to reduce the advertisement but it is also worth will that long term
decrease in advertise budget is big risk for a firm. It is on the skill of management in how far
you go in reducing the budget and in what extent. It should be also matter of caution some
competitors may come with powerful advertisement strategy, while we are reducing
advertisement budget.

2.3 Impact of branding on consumers

This article is related to advertisement effect, and this article discusses that Indian consumers
are appropriately adapted and aware about products; media channels that provide companies
to back with consumers are adopting in variety and reach. Consumers are accepting better-
off, leading to aggression in the market abode for customer products. The aftereffect is that
customer companies are increasingly pertained with business issues, as they seek to run in the
distance of their articles and explain appraises to customers. Media commercial is of alarm to
companies, as channels multiply and object offerings become added forward-thinking and
bigger and bigger allotment of the business mix (Arens, Williams F. 1996).
Companies do not accept any added advantage except advertisement. The better challenges in
the foreground of companies are to recognize customer’s insights and hit the target. When the
accelerated advance of assorted brands in India has led to a jump in opposition and
consumers are familiar with various features of brand in the market, it becomes all-important
for manufacturers to accept the above factors attracting buyers to his own brand. The analysis
of 538 about called consumers of Pune/India advised the role played by media on customer
produce best of Cadbury Dairy Milk (chocolate brand). Results appear that the age
accumulation of consumers does not accept convincing aftereffect on succession of
advertising by Cadbury Dairy Milk. It also shows that 37.7% of the consumers adopt
Cadbury Dairy Milk further than additional brands of chocolate. The major intelligence
forecast alternative is advertisement (52.6%). TV commercial was a lot of adopted by78.8%
of the respondents of all the media used. High alternative for advertisement is articulation for
companies that wish not alone take up their market but to access their market share.
Advertising and superior accept above access on consumers’ alternative for Cadbury Dairy
Milk. Having been accepted for added than 15 years by majority of the respondents and still

22
abide their admired chocolate, the brand has absolutely enjoyed a prolonged life cycle
allegedly getting regenerated by advertising.
Based on this study, advertisement and better-quality is the top of factors agreeable for the
success of Cadbury Dairy Milk. The association of this is that added variables assume not to
calculation abundant to the consumers as continued as the superior of an object is maintained
and the cast is as well accurate by abundant commercial reminding and persuading
consumers to abide to buy.
Majority of the consumers claimed to accept accepted Cadbury Dairy Milk over 10 years.
And for Cadbury Dairy Milk to accept been in actuality for added than 20 years and still
abide the contentment of abounding consumers of chocolates, it is axiomatic that the cast has
enjoyed almost abiding product cycle. The suggestion as well showed that advertisement is
the above forerunner of associate of Cadbury Dairy Milk and Television is a lot of able
average which a lot of consumers cited.

The date an object is in its product life cycle is actual important to a banker as it advice in
free the blazon of marketing strategies to be boarded aloft in account of the said product.
Concerning the commercial media, this abstraction appear that Television is a lot of able
media acclimated in advertising a product. In appearance of this, added application should be
accustomed to television as a average of advertising because of motion; sound, and
appropriate beheld effects, Geographic advantage as well the object can be demonstrated and
declared on T.V. The aggregation should apply chip commercial of their object and
admeasure added budgets to TV adverts due to the consumers’ alternative on it (Williams A.
F. 1996).

Advertising effectiveness by Jerry W. Thomas

All-important is to accomplish a business mix modeling. Even so, business mix clay does not
advice us appraise the addition of an individual bartering but rather the accumulative
furnishings of abounding altered commercials over a long-period of time.
When it comes to bartering customer generally feel afflicted by the adamant battery of
commercials on US Television, which they can’t calmly ascendancy and which arrest their
enjoyment. The added complex admirers are with the storyline of a program, the added
affronted they become at the bartering break. Unlike television, magazines acquiesce the
clairvoyant to blot control; the Print advertisements acquiesce them to access an altered apple

23
(if they so wish), to amble and blot the images or artlessly to about-face the page if the
advertisement is not relevant. Some of the metaphors acclimated by respondents for annual
bartering cover bridges or highways (connecting, accouterment a flow), maps (informative,
allowance to orientate) and the color dejected (relaxing, alive together) admitting TV
commercials are generally associated with the color red (attention-getting, but as well loud,
confusing and battle).

Scott McDonald’s abstraction acerb indicates that with newspapers or magazines a able
captivation with beat agreeable tends to access bartering receptivity, because ‘advertising is
allotment of the amusement of the experience’. Conversely, if it comes to television,
assurance with beat agreeable leads to added bartering resistance, that is viewers, affronted
by the abeyance ‘retaliate’ by switching access or zapping the ads on their recording device.
None of this is acceptable annual for television sales admiral and their accepted business
model, abnormally if demography into annual the after-effects from a US abstraction by
Starcom, which begin that a lot of time-shifted (hence ad-avoiding) TV examination happens
with a lot of accepted programs with top ratings. TV admiral may able-bodied be faced with a
growing trend of advertisers alive budgets from TV commercials with ambiguous capability
to artifact adjustment aural programs.

No admiration they are first to action back. One such attack comes from Viacom Brand
Solutions (VBS), the sales and business arm of channels such as MTV, Nickelodeon and
Paramount. Respondents’ area apparent altered programs genres and commercials. To
abstraction of TV programs and commercials, an MRI scanner recorded the subjects’
academician action as they watched. One of the capital allegations is that bartering agreeable
that is accordant to the programs ambiance in which it appears is added acceptable to activate
academician action in areas of the academician frequently associated with bartering
effectiveness. Thus accordance amid programs and bartering agreeable should be a key
application if affairs specific airtime segments. But the analysis as well shows that programs
agreeable primarily activate the allotment of the academician that deals with absorption,
advertence that admirers lose themselves in the programs. But as anon as the bartering breach
starts, admirers re-engage with their ambience – anamnesis and controlling commonsense
yield over again. Call me a cynic, but switching the television off would apparently accept
the aforementioned effect.Using neuron scientific methods to investigate the bartering letters

24
is an acceptable and absorbing antitoxin to the accepted amount and cost-per-thousand access
commonly acclimated to admeasurements ROI.

We accept in the ability of advertising, based on bags of studies in our archives. Commercial
has the ability to persuade, the ability to access the apperception and appearance destiny. It
has the ability to change markets and advance accumulation margins. Commercial has
concise ability (conveying new information, architecture awareness, acceptable credibility,
etc.) and abiding ability (conveying cast image, adhering affecting ethics to the brand,
architecture absolute reputation, etc.). The abundant ability of commercial is hardly
accomplished in practice, but we can’t accord up. The abeyant and affiance are too great.
Companies that adept the artistic advice and the testing systems to consistently advance and
arrange abundant commercial will own the future, and the fortunes that go with it. Abundant
commercial is a blind of invincibility.

COO effects in consumer brand perception and evaluation process

This article is related to COO effects in consumer brand perception and evaluation process.
COO is the abbreviation of Country of Origin. Even admitting COO furnishings are one of
the above capacities in antecedent International Marketing Literature and an all-inclusive
bulk of studies refers to the product’s or brand’s agent information has on consumers’ insight
and appraisal processes and acquirement decisions (cf. Bilkey&Nes, 1982; Papadopoulos
&Heslop, 2002; Liefeld, 2004), the country-of-origin domain still is one of the a lot of
arguable fields in Marketing Literature (Wastian, U 2010: 8-179).

“Most of the contempt country-of-origin studies accommodate us with little generalize

knowledge” (Özsomer&Cavusgil, 1991, p.274), and “it is for instance still cryptic if, how and
to which extent the COO-effect impacts on customer evaluations. These ‘if, how and to
which admeasurements questions’ articulation on the attributes of the COO-effect” (Bloemer
et al., 2009, p.63).
The fact, that a lot of analysis after-effects of antecedent studies that advised consumers’
COO cue usage are not accurate predictors of consumers’ absolute behavior is due to the
limitations of previous analysis methods applied, by on the one duke obtrusively allurement
respondents about the admission a product’s or brand’s agent advice has on their opinions,
beliefs, attitudes and intentions and by on the added duke alone presenting respondents actual

25
baby ambit of cues besides the COO cue from which they can choose, which both resulted in
the COO cue getting accordingly accent added than it in fact reflects reality.
To prove the acceptance that antecedent allegation in COO studies appearance a top amount
of biased results, this analysis as well applies analysis methods by which consumers are
unobtrusively tested. Furthermore, this analysis abstraction at duke follows the abstraction
that “brand and agent cues may as well influence consumers’ around rather than explicitly”
and closes the gap by afterward the recommendation that “more analysis into the role of
absolute anamnesis are continued to COO research”, as “research into anamnesis admission
shows that absolute anamnesis correlates acerb with judgments, even in situations area
absolute anamnesis does not (Kardes, 1986).
Therefore, the access of this analysis plan aims to footfall out of accepted analysis methods
previously activated in studies about COO furnishings and affected antecedent constraints
about innovative analysis techniques in International Marketing research, to accretion new
insights in a widely explored analysis acreage and present new perspectives of COO
furnishings in consumers’ brand perceptions, appraisal processes and acquirement decisions.

This qualitative analysis shows that with the acceptance of an bigger alignment approach of
giving respondents the achievability to acquaint not alone on an exact basis, but also by
application beheld tools, one can affected the limitations of anniversary individual analysis
adjustment when activated in abreast of unobtrusively barometer respondents’ controlled as
able-bodied as automatically candy advice cues. Furthermore, it facilitates humble testing of
COO furnishings on an absolute as able-bodied as on an absolute akin in consumers’ cast
perceptions and evaluations. It as well allows analysis participants to accurate things they
ability be blind of and assuredly provides a bigger account of consumers’ holistic thinking

SUMMARY:

Advertising is basically a display of communication. It attempts to actuate abeyant trade to

gaining or absorb an objective or service. It is advised in such a way that it creates and
reinforces cast angel and cast loyalty.
Thus, commercial plays an important role in basic customer behavior. Commercial is usually
important for triggering the indigenous time purchase of the product. Then, if the customer
directs it, he will get the artifact again. However, if the commercial and advance portrays an
acceptable angel of the product, the repurchase of the product is guaranteed.

26
Buyers of convenience appurtenances are abnormally upset by advertising. This is because
the articles are new or under the same. Commercial plays a basic role in reminding
consumers of the shed name. Thus, an able shed angel portrayed through commercial would
ensure the repurchase of accessibility of goods.

Advertising as Commercial Persuasive Force

Proponents of this appearance are consistently analytical of advertising. They argue that
authentic ability about consumers – how they buy, why they buy and area they buy – is
accidental as it is accessible to dispense helpless buyers into departing with their money in
acknowledgment for products that they do not want (Ehrenberg, 1997, Ambler 2000).

These types of models accept survived admitting assorted empiric studies assuming that the
appearance of commercial as a acerb actuating force is abundantly unfounded.1 These
closing advisers adduce an another appearance of advertising, suggesting a abundant weaker
and beneath anticipated and impact on consumers.

Why Advertiser Do Advertises?

Primarily they advertise to advance customer amount in their brands. The cutting majority of
ads are for brands, with the accessible exceptions of political, accessible account and alms
advertising. Brands bear choice, innovation, aplomb and customer value. The amount of a lot
of businesses does not reflect their actual assets, but their cast assets and accordingly leads to
business success getting actual abundantly apprenticed by the adeptness of a company’s
brands carrying a college akin of customer achievement than aggressive brands. Advertising
is principally an apparatus of cast antagonism and it is cast antagonism that puts consumers in
allegation and renders businesses absolutely accessible to the customer - in aftereffect a
continuous, absolute time election.

2.4 Branding strategy of Nokia

27
In relation to advertisement strategy, it is vital to know the strategy of Nokia and it is much
better to compare the market valuation of Nokia with its one of competitor. Here, is yearly
graphical presentation of Nokia vs. Motorola.

Graph A; Source: http://finance.yahoo.com/q/bc?s=NOK&t=2y&l=on&z=l&q=l&c=MMI

28
Graph B; Source: http://www.bradtop100.co.uk/10-telecommunications/07-nokia-uk-ltd

Graph (A) shows the comparison of market value between Nokia and Motorola. In January
2011 both the company have approximately equal market position. There after it clearly
visible the continuous declining of Nokia compared to Motorola. This Graph also presents the
positive trend of Motorola.

There are various factors which influence the organisation. Amongst them advertising is a
more concern to this report. Graph (B) suggests the lesser investment in all media
advertisement made by Nokia as compared to industry average in year 2010. The effect of
lesser investment reflects in share value of Nokia and it started declining from mid of Year
2010 as we can see in above graph. This graph also indicates the lower investment in all
media sector except internet and radio in 2010 as compared to spending in 2005 by Nokia.
Decreasing lower investment in advertisement also impact on whole organisation and it is
clearly visible in last decades where Nokia lacking in innovation with its competitors. Nokia

29
brought innovation in application store OVI. Nokia targeted advertisement strategy more on
OVI rather than Nokia brand. This strategy does not seem to be successful for Nokia.

The good thing Nokia has achieved its popularity by its low cost strategy with quality and
reliable products where Nokia has targeted huge population of third world countries, like
India, Pakistan etc.

According to Forsyth, P. (2009) argues that people can be influenced to purchase by

advertisement, public relations, direct mail and various sell promotion techniques (p.143). He
further argues that it is also a part of marketing strategy how cultivate rotations with media to
create desired brand image for the organization. It is also important to be cautious about bad
news release by press about the organization therefore to achieve cumulate impact and good
result. Strategists need to be continuously observe for opportunities which media has to be
given preference and when.

Strategist also should use easy and memorable slogans for advertisement, which are short and
effective in promoting a brand. Author argues that amongst a number of variable elements in
advertising the main role of advertisement is to boost sells in a cost effective way. It is vital
to select the best choice from different forms of advertising, which reflect the role they need
to play among the other marketing techniques.

According to Forsyth, P. (2009) there are four basic types of advertising primary, selective,
product and institutional. Primary advertising generally is to stimulate basic demand for a
particular type of product, such as Nokia recent launch of Lumia. Selective type of
advertising is preferable to promote individual brand name, such as E Series or N series of
Nokia. Type of product advertising is to promote a product or range of related while
institutional type of advertising is to promote organisations name, image and services. From
above literature review it is summarised that Nokia has chosen its slogan “Nokia connecting
people” is matching with its marketing strategy, as Nokia targets large population of third
world countries by providing various models with low cost strategy. Sometime organization
may not get desired out comes from their adopted strategy some time culture issues,
technological innovations, economical factors such as recession or economic growth of
nations influence each other. It is appeared that Nokia has targeted large population of
developing countries to boost its turnover and less likely gave importance to populations of
develop countries. It might due to part of its financial strategy to reduce the expenditure in

30
advertising. In develop countries besides advertising it demands for large investment in
innovation as like Apple brought innovation in I phone.

Therefore Forsyth, P. (2009) gives importance on selecting the promotional mix. According
to him from the verity of promotional methods it imperative to select the right promotional
mix and implement the proportional activity. It is a complex process to decide how much to
spent and where to spend huge amounts of money. It is also involves in analysing the budget
of competitors in advertising and their approach towards promotions of their product. To
follow blindly approach of competitors is danger that’s why it needs collective wisdom.

Through adverting, organisations promote their products and brands because advertising
gives information to the consumer to the specific brands and products so the consumers
choose their product or brand. The adverting effects on the products success, if adverting is
done through a proper way and a proper channel, then the adverting will affect the consumers
mind set, under this effectiveness consumers will buy the product and the company and the
organisation gets reward. Advertising has different tools; but TV, radio, internet etc. from
electronic media are more effective rather than print media like newspaper, magazine and bill
board because most people view the TV or connected with internet so the organisation
advertise through the electronic media are more likely to influence on the viewer’s mind set.
Consumers mind set also have a big impact of other factors when the consumer decides to
buy a product it’s under the influence of their culture, family traditions, living standards and
the weather, because every region has different cultures. Such as, 20 years ago in the U.K
there are plenty tea houses on high street across the country but now coffee shops replaced
these tea houses. Also, 20 years ago in the U.K and Pakistan there was the land line
telephone, which were most popular, but after the invention of the cell phone it was mostly
replaced. Now every person has a cell phone to communicate with each other. Nowadays
there are various changes being seen in the techniques of marketing due to growing trends in
the market environment. Companies have to bring innovation in their brands and their market
strategy to maintain a secure place in the market and to become successful through
advertisement. It is vital for companies to decide on the alternate tool to understand the target
consumers’ demand as well as boost of its brand image by existing consumers.

In the current market situations organisations have different challenges but major one of the
major challenge is to be able to understand the likes and dislikes of customers, understand
consumer’s preferences and their expectations, these are one of the complex and difficult

31
challenges for a company. It is very important task for an organisation to understand and
judge the real situation for meeting the customer demands and expectations. This one is also
important for brands to understand the consumers’ expectation and satisfactions.

When the consumer buys a product and if this product meets their expectations and their
needs then the brand of this product becomes loyal for them. Then the consumer’s loyalty
will always be connected to that brand. In this process these organisations get successful
results. These factors influence the consumer behaviour. It is difficult to be able to understand
the customers’ demand and their expectations from organisations and brand preferences. In
the current scenarios, organisations should be aware of the demand and the trend of the
market to design their strategy according to products and to maintain the consumer’s
expectations and needs. The organisation also builds a necessary plan to make a customer
orientation. Organisations use advertising as a tool for influence and to motivate the
customers in their buying behaviour toward the brand. Adverting is very helpful to the
organisation for build up a brand. Successful adverting works as a communication tool
between consumer and organisations. The appropriate adverting strategy is required to
influences the consumers as well as to create differentiation related to the organisation and
competitors.

2.5 Branding and background of cell phone

A mobile phone is a cellular phone which is used to call, receive call, send message and
receive messages such as text by SMS and photo by MMS, download or transfer music
through Bluetooth and connects with internet. This cell phones work through satellite
network. According to Texeira (2010) the first mobile phone was invented by Dr Martin
Cooper in 1973 and produced by Motorola which weigh was 2 kg. The first mobile costing is
equivalent to $ 1million and in 1983 its cost is equivalent to $10,000 of today’s price (BBC,
2010).

In press release of Gartner August 4, the mobile connection will increase 11% up in 2011 and
reach 5.6 billion from 5 billion in 2010. Mobile data revenue will increase 22.5% in 2011
over 2010 and reach at $314.7 billion from $257 billion. It is forecasted that mobile
connection will reach at 7.4 billion and revenue will reach at $552 billion in 2015 (Gartner,
2011).

32
This is the most developing and changing sectors. According to Ling (2001) there were less
than 20% of below 16 year old had cell phones in 1997 in Norway while in 2001 almost
100% of below 16 year children owed them. In The American Association of Behavioural
and Social Sciences Journal, it has described that cell phone is not remained for talking
instruments but it influences the human behaviour. Various literatures have been written for
its pros and crones. Cell phones influenced in such a way that children have changed their
direction towards gaming, messaging and music. Accidents are increased while driving due to
cell phones. Cell phone is also being blamed for cancer due to radiation (Hakoama et al.
2011).

Cell phone opens the door of new application day by day. It is being used for mobile banking,
online foreign currency exchange trade, money transfer, pay a bill. Mobile services have
replaced the computers and the applications user of mobile services is continuously
increasing The mobile popularity is increased in Indonesia in such a way that out of 240
million total population 114 million have cellular phones, while after 100 years of banking
infrastructure only 60 million people have their bank account. So World Bank has noticed
this huge popularity of cell phone and insists for mobile banking in Jakarta Indonesia.
(Jakarta Post, 2011). This has changed the direction of economy. New-fangled applications
and technology are upcoming in windows, android, Symbian and java. In connectivity after
3G now 4G is the latest version. In mobile there are two different types of mobiles are
available with SIM and without SIM. The capacity of data storage in SIM cards, SD or
memory cards are increasing by Nano-technology. The software and hardware market of cell
phone industry are rapidly evolving with remarkable development.

Smartphone:

Smartphones are high performance mobile phones containing more advanced computing
system and quicker than other mobile phones. There are some other mobile phones are using
Nano memory card but now the Smartphones are ready with more powerful computing
system and contains hard-drive and RAM. All the Smartphones are now using different kind
of OS like Apple uses IOS in their Smartphones. The Smartphones are now contains more
features than of computers. The Smartphones are the latest generation phones. There are
many varieties of Smartphones like Android, iPhone, windows phone, blackberry
Smartphone, etc. The first Smartphone was introduce by IBM called IBM Simon and was

33
designed in 1992. According to Goessl (2011) more than half market run on android OS
application according to third quarter data published by Gartner ( Digital Journal, 2011)

Application Stores:

Apple has introduced the first mobile market in 2008 for iPhone and iPod. At that time there
were some other stores such as GetJar, Handango, Handmark, PocketGear, and others.
Looking at the success of apple by creating the store in the competition Google has also
launched its own application store known as android in October 2008. Apple uses safari
browser while Google is using android browser. Both are continuously evolving safari 2 and
3 and android, 2.2, 2.3, 4.0.1, 4.0.3 etc. (Cheng, 2011).

2.6 Conclusion (Summary of the literature review)

From above literature review it is summarised that advertisement is an idea and process of
creation to inspire people to increase the business. Advertisement emphasises how idea
comes from and can be protected. In short, advertisement is soul of business. Advertisement
involves the enhancement of image for the organisation. Advertisement is not only important
for sells of products but it is more important to breathe the organisation itself. It appears as
material thing like texts but its character is like metaphor of soul in living animals on which it
prospers or becomes inert. Advertisement is a process of branding, which evolves good
products and producing good products brand of organisation poses to better image.

Advertisement represents the soul of a brand and its crucial element is success. If strategy is
right and the promise and core benefits are going to strike the consumer in the head or heart
of the consumers, then the advertisement strategy is beloved to be successful. It is also
necessary to be clear about communication of advertisement to fulfil the promise given by
organisation. The first thing to be look in advertisement is the benefits of consumer and the
core idea. These are the heart of the strategy. It is also noticed that adverting directly affects
the mind of consumers. Advertising attempts to notify and convince a large number of people
with a solitary communication.

Regarding literature related to cell phone, it has revealed that cell phone sector is the most
rapidly changing and developing sectors across the world. It is not remained for talking as it
was invented for but it has influenced human behaviour, culture and society even it plays

34
vital role in economy and took a position at the base of economic pyramid. Cell phone is
being used for various applications and replaced not only human but computers. Its
applications are found in credit or debit transaction, online foreign currency trading and
sending the text, mms and video. It is also widely used for bus, train and airline ticketing.
From this review it has been revealed that with development of application the branding of
cell phone manufacturing is also important to increase the turnover.

35
 Chapter 3 Methodology

3.1 Introduction

The methodology for this research will be based on case study of Nokia and survey through
questionnaires. Survey will be carried out by closed ended questions. Questionnaires will be
send through post, email and deliver face to face. Target audience will be consumers from
UK. Questionnaires will be sending to 100 responders. Responders will be requested to send
their reply by similar channels. This research includes both primary and secondary research.

Research Approach:

Research approach of researcher will be qualitative and result will be calculated

quantitatively. It means qualitative questions will be analysed by quantitative answers. The
reason behind this questionnaire is to identify the effect of advertising on the brand as well as
behaviour of the consumers. The approach of researcher is deductive, where researcher will
analysed his findings on outcomes of literature review and will confirm with the result of his
survey. In this process researcher discloses and describes the relationship between
advertising and brand image and their effects on the consumers. This research will focus on
the advertising influence on the consumer behaviour and the brand image. In this section
research will values influence of advertising. This inquiries will led towards understanding
the advertising influence of organizational and individual values on the performance,
relationship, and effectiveness of consumer behaviour and brand image. The particular focus
was oriented towards brand image and consumer perception.

Justification of method:

According to researcher this is the best approach to achieve maximum satisfaction of

outcomes because survey through questionnaires will cover the larger population than
interview. It is also quick and more reliable. It is to be noted that researcher has some
limitations of time as this project is part of his MBA and it need to complete within specified
time limits. Another important thing is limitations of financial resourced.

According to Saunders et al (2009) the purpose of reading of various literatures will depend
upon the approach of researcher which he is intending for his research. In this research

36
researcher is going to analyse different literatures to identify his research and will be used to
test his data. This approach is known as deductive. In this approach researcher will develop
his concepts to check his data (p 61). Another approach is known as inductive approach,
where researcher will have to develop his theory on behalf of his collected data (p 61).

Researcher believes that inductive approach requires in depth study and it needs more time to
accomplish goal. It is very difficult to take interview of related person and even if researcher
can arrange, he believes that it will not be validated and reliable due to certain limitations.
Furthermore, it is expensive and researcher is not able to bear such load. Thus researcher has
decided deductive approach as it is easy, quick as well as less expensive.

3.2 Research philosophy and strategy

There are four different types of philosophy mentioned in research onion by Saunders et al
2008 (Saunders et al, 2009: 108). These are positivism, realism, interpretivism and
pragmatism. Research philosophy is imperative to research strategy. However research and
philosophy seems to be opposite even they co-relate each other. Research means re-
investigation, while philosophy is wisdom of researcher. Therefore research philosophy is
more close to the intelligence of researcher. Researcher can see the outcome by his
intelligence.

The branch of philosophy positivism is related to natural science. Here researcher will have
to work with social reality and it like materialism investigated by physical and natural science
(Remenyi et al. 1998:32 cited Saunders et al. 2009:113).

While realism is related to scientific inquiry, the essence of reality is what we feel the truth.
This philosophy is existed to realise the truth for objective. It means the reality is independent
to the mind. There are two different types of realism, direct and critical (Saunders et al.
2009:114,115).

Interpretive is for world of business and management. It is argued that business world is
complex therefore by interpretivism researcher can identify the complexity of business world
and management similar to physical science. According to this it is necessary to understand
the role of researcher as social actor being a human. In short we can say that this is related to
living animals.

37
Forth philosophy is pragmatism, which leads to researcher to explore his philosophy by
research. This term is generally used in social science. It is used to examine the social
phenomena and exploration.

Researcher has selected positivism as his philosophical approach because researcher believes
that this project is to identify the social behaviour of customers and he needs to describe and
want to present this as physical and natural science.

3.3 Data collection

Researcher will collect both types of data secondary as well as primary. Secondary data will
be collected through various books, generals, internet, magazines and newspapers while
primary data will be collected through questioners.

Researcher will collect his primary data by sending his questions through email, post and
some of face to face targeting different types of population such as males, females,
youngsters, elders. It will also include various classes such as higher, middle and lower class
which will be categorized by their earnings. Researcher is intending to give more importance
on face to face data collection method. Because he believes that other methods will not give
appropriate responses. Here, researcher will go to multi moles and target mobile service
providers such as Vodaphone, Three, O2, Car phone ware house, T- mobile etc. The sample
size of population will be 100.

3.4 Research design

Research design will include types of questions, its format, contents of questionnaires and
measuring instruments. Here researcher will use two different types of questions. It will be
divided in A and B. By A, he will identify the types of responders his or her age, gender and
living standard. While B is for to assess the outcomes researcher is intended to get for this
project.

The format of questions will be simple, for A responder has to mentions his age, gender and
living standard by selecting the options already given in questionnaires. While in section B
responders have to choose his answer from five mentioned agreements; strongly agree, agree,

38
uncertain, disagree, and strongly disagree. Researcher has selected these types of questions
due to maximum out comes, quick response and easy to answer for responders.

Researcher will measure his responses by calculating the percentage agreement or

disagreements of responses. This method is to get assessment of his asked questions.

Validity and reliability

Researcher is f very concerned about validity of data. Therefore researcher is intended to ask
questions by considering validity issue he knows and well aware what to ask to get his
appropriate expected out comes. By considering validity issue, he will not ask direct question
related to his objective instead he will ask in direct questions to achieve purpose of his
objective. For example researcher want to know which soap responder uses for his bath, he
will ask indirect questions such as which shampoo are you using.

Reliability is also corned with data collection method. it means data collected will not be
differ even the responder are changed ,or data collection is olterdgeiographily ,or simple
size. Researcher has also taken sufficient care with considering reliability issue for
preparation of questions. The result should be remaining same even if there is any change of
any variable.

3.5 Study limitations and conclusions

LIMITATIONS OF STUDY

The research project has got two limitations .One is give the unavoidable and that is the
limitation of time .The project being a student project needs to be completed with the
specified period by college and therefore one compromises can be made in this respect. The
second limitation is regarding the availability of financial resources as the researcher being a
student will also be faced by the researcher. An effort will be made to best possible output by
staying within the limited resources of time and finance.

DE LIMITATIONS OF STUDY

39
In this argument acceptance are beheld as a constant articulation of the market and research is
not focused on the allegiance of acceptance akin EU, non EU or Asian. However, the
argument accepts audible appearance on apprentice consumers and abstracts calm from
Universities and technical institutes, while education of student is not considered as a belief
of selection.

The research covers assay of abstracts for ambition of customer affairs with TPB model.
However, complete archetypal is not explored and bound up to Ambition variable. Due to
time and resource acumen the analysis was not conducted beyond UK and anticipated that
only 1 city was considered for the research purpose.

Conclusion

This research will give measure of influence on customers for advertisement and investment
made for the same. This research will also come up with some recommendations regarding
budget of advertisement by analysing impact of advertisement on brand image, and identify
various success factors for the development of brand impact through advertisement on
consumer behaviour and how preferences of customers can be changed by advertisement.

However it will open a scope for further research to give proper model regarding
advertisement, its effect on brand and consumers with statistical formulas by which an
organization can implement its marketing strategy and do investment for desired outcomes.

Researcher believes that even his enough work on this research, the result will not provide
comprehensive solution for whole world. Because he believes that this research needs to
include culture influence on human behavior through advertisement. And it was not possible
for researcher as he investigate in only one country.

Chapter 4 Findings and Analysis

4.1 Introduction

Questionnaires have been sent to 100 participants and responses were received from 54
participants. Out of 54 there are 24 female and 30 male responders. Researcher has divided in
age group in four different groups. Group1. 16 to 25 years – 20 responses, group2. 26 to 39 –

40
15 responses, group 3.40 to 60 - 9 responses and group4.61 to above – 10 responses.
Researcher has divided these age group in four different categories to assess from, teenagers
youngsters, mature and elders or retirees. 11 responders are from upper-class, 19 from
middle class and 24 from working class.

The response rate from post and email are almost negligible, so researcher has collected
almost responses from face to face. Second disheartening thing researcher has found is no
responders were willing to give responses. Because responders were feeling this survey was
not beneficial for them. Therefore researcher has made kind request for the same. Researcher
has noticed that if he has offered some rewards against responses then he will get it done
quickly and with less effort.

There are two different types of format: A and B in these questionnaires enclosed in
appendix. A is to assess the responses on the bases of genders, age groups and social class
and B is to assess the responses in accordance to objectives.

Questions have arranged in such a way that anyone can give reply easily; it doesn’t matter
with education of responders. The questionnaires also include answers of the questions.
Responders only have to select his or her choice. That’s simple.

Researcher will analyze data of responses by giving rank such as 10, 5, 0 -5 and -10. It
means those who will uncertain will get zero. Those who will Strongly agree will get 10 and
agree will get 5 while those who are strongly disagree will get -10 and disagree will get -5.
Then, all over percentage will be calculated and analysis will be made. Researcher wants to
discuss each and every question one by one as follows.

4.2 Presentation of Data and Analysis

Researcher has presented its finding with tables and graph as well as discussed its outcomes
one by one as following.

The impact of advertisement on brand image

1. Advertisement encourage you to buy new mobile phone

41
 Researcher is intending to get assessment of advertisement through new brand. The
responses are as below;

Agreement Strongly agree Uncertain disagree Strongly

agree disagree
Responses 27 13 5 6 3
Rank 10 5 0 -5 -10
Total 270 65 0 -30 -30

Result: Score 285

Percentage: 52.77%
Analysis:
From result it can be sum up that advertisement leads customer to buy new
product because most of the responses are being agreed with strong agreement.
The total percentage response achieved by this assessment is 52.77% means more
people are support this argument. From this review Researcher believes that
people buy products due to encouragement given by advertisement as well as
advertisement provide sufficient knowledge of products. It is also noted that very
few responses were gone with their disagreement.

2. Advertising is main tool to make a strong brand of cell phone

By this questions researcher is intended to get response regarding role of

advertisement to uplift brand. The result is presented in following tables;

Agreement Strongly agree Uncertain disagree Strongly

agree disagree
Responses 30 15 6 2 1
Rank 10 5 0 -5 -10
Total 300 75 0 -10 -10

Result: Score 355

Percentage: 65.74%

42
 Analysis:
From the result researcher concludes that the advertisement makes strong brand. It
means advertisement is an important tool to promote the brand image, because
brand is being popular and memorized through repeat advertisement. It is also
noted that consumer remember brand name instead of product. Sometime people
forget product name and ask with brand name. The strong agreement with 65.74%
encourages the role of advertisement to promote the brand.

3. Reduction in Advertising reduce the brand image of mobile phone

By this question researcher wants to assess the effect of brand if reduce the budget
of advertisement.
Agreement Strongly Agree Uncertain disagree Strongly
agree disagree
Responses 18 11 10 9 6
Rank 10 5 0 -5 -10
Total 180 55 0 -45 -60

Result: Score 130

Percentage: 43.52%
Analysis:
43.52% people support the argument of if company reduces the budget of
advertisement; it will impact on brand image. The percentage of this argument is
lower than former it does not mean people do not support this arguments. If result
will come negative than it can be sum up that people does not agree with this
argument.

Outcomes:
Encouragement by advertising 285
Advertising is main tool 355
Reduction in Advertising 130

43
 The impact of advertisement on brand
image
400
350
300
250
200
The impact of advertisement on
150 brand image

100
50
0
Encouragement by Advertising is main Reduction in
advertising tool Advertising

From above three results it can be abridged that advertisement is important to

uphold the brand image.
Successful factors for developments of brand

4. Advertisement promotes the sales of mobile phone

From this question researcher is seeking the consensus about advertisement as a

successful factor whether advertisement play any role to promote the cellphone.
Agreement Strongly Agree uncertain disagree Strongly
agree disagree
Responses 28 5 13 4 4
Rank 10 5 0 -5 -10
Total 280 25 0 -20 -40

Result: Score 245

Percentage: 45.37%
Analysis:
Result sows that people still believe that advertisement promotes the product;
means to make a good turnover company has to do continuous advertisement. It

44
 means it require proper planning of budget for advertisement and strategy to
promote the product through advertisement. 45.37% of agreement supports the
question.

5. Advertisement through print media is best option for promote the mobile phone.
By this question researcher wants to know the customer view which media they
prefer.

Agreement Strongly Agree uncertain disagree Strongly

agree disagree
Responses 22 15 7 7 3
Rank 10 5 0 -5 -10
Total 220 75 0 -35 -30

Result: Score 230

Percentage: 42.59%
Analysis:
Result of print media came up with 42.59% of agreement which indicates it is one
the prime successful factor to develop a brand. However it needs to identify which
print media is one of the best tool to promote the brand is matter of investigation,
and it needs to be analyzed by company itself depends upon the geography,
culture and influence of particular media. That means it also depends upon
strategic choice of company. If a company missed an opportunity to invest in print
media it will not get desirable outcomes.

6. Advertisement through electronic media is best option for promote the mobile
phone
By this question researcher wants to know the customer view which media they
prefer.

Agreement Strongly Agree uncertain disagree Strongly

agree disagree

45
Responses 29 10 8 4 3
Rank 10 5 0 -5 -10
Total 290 85 0 -20 -30

Result: Score 325

Percentage: 60.18%
Analysis:
The result of electronic media came up with exciting outcomes. Its percentage is
highest and 60.18%. It means people believe that electronic media not only a
successful factor to promote a brand but it is one of the important key factors
which can play a vital role for the success of company. The outcomes also suggest
that electronic media is very close to human and its influence on their behaviors.
No doubt it also requires deep investigation where to invest and which electronic
media will come up desired effect. It also depends upon the strategic choice of the
company. Here researcher also noticed that very few responders was disagree,
means strong agreement is with electronic media.

Outcomes:
promotes the product 245
Print media 230
Electronic media 325

46
 Successful factors for developments of
brand
350

300

250

200
Successful factors for
150 developments of brand

100

50

0
promotes the product Print media Electronic media

Potential impact of advertisement on consumer behavior

7. Advertising affect the consumer behaviour

In this questions researcher wants to investigate the effect of advertisement and

want to know the answer directly from the consumers.
Agreement Strongly Agree uncertain disagree Strongly
agree disagree
Responses 23 12 7 11 1
Rank 10 5 0 -5 -10
Total 230 60 0 -55 -10

Result: Score 225

Percentage: 41.67%
Analysis:
7. Responses regarding advertisement and its influence on consumer behavior came with
agreement of 41.67%. It suggests that advertisement does matter social life of
humans. Means it is leading tool to motivate human being by influential
advertisement. In short advertisement does not only play a role to buy certain products
but it involves influence on mind of human being. Therefore according to result

47
 researcher wants to sum up that company should take sufficient care for advertisement
while implementing a product, in short, it should be creative rather than destructive.

8. Do you give importance in purchasing any mobile phone brand through

advertising?

Researcher wants to know the importance of brand while purchasing. The

responses got are as follows;
Agreement Strongly Agree uncertain disagree Strongly
agree disagree
Responses 20 4 6 19 5
Rank 10 5 0 -5 -10
Total 200 20 0 -95 -50

Result: Score 85
Result 15.74%
Analysis:
8. The result regarding consideration of advertisement while purchasing came with
15.74% agreement. The result is found positive but less percentage of agreement
regarding this questions alert companies that besides advertisement there are
something which also important for consumers. They may be related to advertisement
and maybe not. This result also suggests that customer does not directly buy with
perceiving new advertisement. Means there is effect of advertisement not directly
through advertisement by company but indirectly through a feedback from social
media.

9. Do you mostly purchase continuously advertised mobile phone?

Researcher want to know that whether consumer purchase other product which is
not being advertised.
Agreement Strongly Agree uncertain disagree Strongly
agree disagree
Responses 28 13 5 5 3

48
 Rank 10 5 0 -5 -10
Total 280 65 0 -25 -30

Result: Score 290

Percentage: 53.7%
Analysis:
The result regarding purchase through advertisement is exciting. Most of People
agreed with 53.7% that yes, they are normally purchase continuously advertised
product. Means people believe that advertisement gives a responsibility of quality,
durability and good service of product. It can also say that advertisement acts as
guarantor for the purchased product. Therefore it can be conclude that advertisement
leave its potential influence on the thinking of consumers.

10. Advertising changes the preferences of customer related the mobile phone

Researcher wants to know that whether the advertisement change the direction of
Consumers from non-advertised product to advertised product
Agreement Strongly Agree uncertain disagree Strongly
agree disagree
Responses 15 12 6 11 9
Rank 10 5 0 -5 -10
Total 150 60 0 -55 -90

Result: Score 65
Percentage 12.03%
Analysis:
From this questions researcher was intended to know the potential impact of
advertisement to change the preferences of consumers. The result came with 12.03%
agreement. Result is not negative but law percentage agreement shows that besides
advertisement there is something which consumer want to know, whether it may be
social media feedback, quality, service after sales and the image of company and its
reputation.

49
 Outcomes:
Advertising 225
purchasing 85
advertising product 290
Preferences 65

Potential impact of advertisement on

consumer behavior
350

300

250

200
Potential impact of
150 advertisement on consumer
behavior
100

50

0
Advertising purchasing advertising preferences
product

Interpretation of overall findings

Clue of Questions Rank Percentage

Encouragement by 285 52.77
advertising
Advertising is main tool 355 65.74
Reduction in Advertising 130 43.52
promotes the product 245 45.37
Print media 230 42.59
Electronic media 325 60.18
Advertising 225 41.67
purchasing 85 15.74

50
 advertising product 290 53.7
preferences 65 12.03

65.74
60.18

52.77 53.7

45.37
43.52 42.59 41.67

15.74
12.03

Discussion of questionnaires:

In this discussion researcher wants comprehensive conversation of all outcomes from highest
agreement to lower with respect to aim and objectives. Highest agreement came up with
65.74% in favor of advertising play significant role to buy new cell phone. This suggests the
importance of advertisement to raise brand image. However it is concern to the advertising
strategy adopted by organisation. It is also noted that advertising strategy involves budget
how much investment company is going to invest and what it expects from that investment,
second thing is important strategically, what are the target market and who are the target
consumer, way of advertising includes which media organizations chooses or given

51
preferences over other. Other thing are also important like selection of Text, selection of
character such as male or female, symbol, music etc. etc. in conclusion we can say that
advertisement does play significant role for improve the brand.

Second result came with 60.18% of percentage agreement for electronic media. Electronic
media is play to attract the perception of consumers. It has been noticed that all cell phone
companies change their strategic choices regarding advertising with change of environment.
Now a day’s cell phone companies are doing more and more investment in electronic media.
Recently the trend is altered within electronic media. Companies are investing more on
television ads. But it has been revealed that people give less time to see television in
developed countries. Therefore companies have changed their strategy of advertising from
television to from market. However we can conclude that electronic media is growing its
market share internet. Once again the change is moving rapidly in computer based
advertisement and mobile based advertisement. Daily innovative software is coming out and
new applications are being immerged. Thus the importance of selection is not limited either
to choose electronic or print but it goes beyond that and changing constantly. Therefore it
needs constant feedback and therefore organization cannot neglect its growing demand.

Researcher has asked similar type question with slight modification and found that result
came with huge difference. In answer to Q9Do you mostly purchase continuously advertised
product? Result came out with strong support of 53.7% while in answer to Q8 Do you give
importance in purchasing any brand through advertising? Result came with low agreement of
15.74%. From this result we can say that continues advertisement influence the behavior of
consumers.
From above analysis researcher concludes that for success of cell phone business, advertising
is important and therefore it requires special budget according to goal and objective of the
company. As it has been noticed in the case of Nokia any reduction in investment lead to
company towards low profitability. Advertisement plays important role to develop the brand,
brand image, customer awareness and reputation of company. Advertisement also grab the
attention of consumers, excite the interest to purchase a product, create desire to buy the
product and lead customer to prompt for action. But it all depends upon the investment and
strategic choice of advertisement.

52
4.3 Conclusions

From above findings and fact we can say that advertisement is important tool to promote the
product, uplift the brand, and improve the brand image of cell phone and it is also necessary
to retain customers. Thus it is noticed that people buy the cell phone through advertisement
but they also take various feedback from social advertising, personnel experience and mouth
to mouth feedback. People also buy the cell phone from reputed or strong brand product to
show their status.

First set of questionnaire indicates that advertisement makes a strong brand and consumers
tend to buy such branded cell phones. Result also suggests that branded cell phones are more
qualitative as compare to un-branded cell phones. So when consumers search the market they
see branded items and buy according to their economic condition. However they always wish
to buy top branded cell phones if they have such capacity to buy. Result also shows that
people also motivate to buy new brand of cell phone if it has been advertised properly.

The result of second set of questionnaire is for successful factors of branding and the result
came respectively, electronic media, continuous advertising and print media. It is observed
from above result electronic media plays very important role to make a good brand and it
influence on the behavior of people. It also impact on people’s behavior to change the
preferences. People also believe that advertisement should be continuously remind and aware
the people. Continuous advertisements keep customer retentions and also improve the sales.
Now a day’s people are generally more connected with media both electronic and print
media.

Advertisement affects the consumer behavior and it also changes the preferences of their
choices. Therefore advertisement gives equal importance to the feature of the product. The
important thing is advertisement require investment and special budget. Above result suggest
that companies should try to invest more and more behind advertisement.

53
 Chapter 5 Integrative analysis and Discussion

In this chapter researcher will integrate all findings of his primary secondary research and
literature review in relation with his objectives.

First objective was regarding the impact of advertisement on brand image of cell phone.
Advertisement is an idea for the business and involves the enhancement of image for the
organisation. Thus, advertisement is not only important for sells of products but it is more
important to breathe the organisation itself. It appears as material thing like texts but its
character is like metaphor of soul in living animals on which it prospers or becomes inert.

Adverting and product have an excellent bond of relationship which reflects in its brand.
Advertisement is for promotion of products but advertisement itself need an appropriate
medium by which it can be spreads around the target people and stimulate their desire.
Therefore cell phone companies should take care of advertisement strategy to launch its
products. It is vital to understand that products which are going to be launched or advertised
should fulfil consumer’s need and requirements according to their attitude and way of living.
Cell phone companies can only be successful in building their brand through a product which
satisfies the customers’ needs. In short this is the process of branding and evolving better
brand image of cell phones.

For success and failure of Cell phone depends upon the strategy of branding. Strategies are
foundation on which brands are built. They keep the advertising and other marketing
elements on track and build a clear and consistent personality. They represent the soul of a
brand and a crucial element in success. If strategy is right and promise and core benefits are
going to strike the consumer in the head or heart or gut then the advertisement strategy is
beloved to be successful, which need to be clear in communication to fulfil the promise given
by organisation, the first thing to be look in advertisement is the benefits of consumer and the
core idea are the heart of the strategy. A creative brief relates the strategy to the current
situation and objectives. At its worst a creative brief baffles the creative team with vague
statements and catchphrases. At its best it guides with a tightly defined strategy and
stimulates with a large goal.

54
In short we can conclude that product need advertisement and advertisement need strategy,
which altogether generates brand image on the bases of customer satisfaction. There is no
doubt about the role of advertisement for selling of products whether product is new in the
market or seek to retain the customers.

Second objective is regarding success factors for the development of cell phone brand. There
are various factors which play important role in developing a brand of cell phone, like
advertisement, quality of product and services, consumer cares, feedback from the market etc.
The strength of a brand is reflected in two ways. Brand awareness, brand beliefs, brand
association and brand loyalty. Branding usually develops from a distinctive identification,
then given to a product or range of products and through using and promotion this image
becomes established in the market place. Brand is an experience, when customers are talking
about a brand; they are discussing their experience that the brand gives them and how much
satisfaction they get when using it.

However this research is limited to advertisement there are great significance of continuous
advertising and print and electronic media. The marketing advertising is just like a bullet, and
we think of a gun being nothing without a bullet. So, in this period without advertising
marketing is nothing. Adverting directly affects the brain, capturing the item being sold,
although there are different ways to capture the attention of consumers like print and
electronic media and how often advertisement should be repeated in the media.

The organisation, every day, will need more customers to consume their product, so to target
the Blue Ocean areas, and get the consumer through advertisement. It needs to find the best
media either from electronic or print according to strategy and budget of the company. By
this media, cell phone companies can give knowledge to consumer regarding their product.

But it is vital to consider the audience and make their advertisement suitable for the
consumer, whether they like to read newspaper, magazines or television and internet. For
example, if the product is related to young children, then the advertising will form around
cartoons and comedy. Then, company has good choice to enter in electronic media like
internet whereas, if it is related to old aged people, then strategy should be according to
choice of elders either television or newspaper etc.

Third objective is related to potential impact of advertisement on consumer behaviour. There

are many effects of advertising that fall very short of persuasion. These effects are not

55
obvious, but they contain a very big result of the way advertising works. Although, these
effects can influence which brand we select, particularly when all other factors are alike and
when substitute brands are a great deal similar. Advertising attempts to notify and convince a
large number of people with a solitary communication. Adverting has any phases to influence
the customers.
If a company reduce its budget then the result is dramatically reduced in their sell. Sometime
stopping advertisement is good decision, but again it could be a time bomb.

There is big importance on selecting the promotional mix. Variety of promotional methods is
imperative to select the right promotional mix and implement the proportional activity. It is a
complex process to decide how much to spend and where to spend huge amounts of money.
It involves in analysing the budget of competitors in advertising and their approach towards
promotions of their product. To follow blindly approach of competitors is danger that’s why
it needs collective wisdom.

In short, through adverting, organisations promote their products and brands because
advertising gives information to the consumer. The adverting effects on the products
success, if adverting is done through a proper way and a proper channel, then the adverting
will affect the consumers mind set, and under this effectiveness consumers will buy the
product.

Advertising is a tool to influence and motivate the customers in their buying behaviour
toward the brand. Adverting is very helpful to the organisation to build up a brand.
Successful adverting works as a tool between consumer and organisations. The best
utilisation of the adverting influences the consumers. Through adverting organisations creates
differentiations related to the organisations and the competitors and organisations can create
brand recall and brand image. In short advertisement needs huge money and large amounts of
money are involved to create strong recalls.

To build a strong brand it needs to consider an analysis the impact of brand on consumer
while the brand is at developing stage. It needs a research of market, competition, behaviour
of people, and certain external and internal factors. It has been argued that branded items are
more reliable than unbranded items. It has some reason behind this argument, one is braded
items are superior in quality and performance. Second argument is customer can expect after
sales services from branded items due to image of suppliers. Some contradictory arguments

56
also support unbranded items. One argument is unbranded items are cheaper and it is not
always true that they are poor inequality and performance.

After investigating objective four regarding strategy of advertisement, it has found that
amongst the strategy advertisement strategy is also important for the success of company and
it needs long term approach according to budget and expectation of return. Second thing
researcher found through this analysis is that advertisement market is continuously changing
and evolving, therefore organisation should keep continuous watch which media will be
effective to grasp the audience and convert viewer into costumers. Among this the shift of
media is changing geographically, according to age group and target market and strategists
have to observe such drift. In short company should keep flexibility in their budget and
choice of media according to feedback from social media, market and their target customers.

57
 Chapter 6 Conclusion

From above analysis, We can conclude that the advertisement has played an imperative role
in modern business world to keep the company profitable and to retain maximum customers.
Advertisement also helped in developing brand and to infuence consumer perception.

It is also found that brand has influenced the sales as well it helped organisation to develop its
marketing strategy by continuously evolving in brands. Advertisement was remained one of
the capital instruments of marketing.
By examining various literature reviews regarding effect of advertisement upon customer and
brand it has found that advertisement is soul of business which increase brand value, improve
brand image and helps to increase sells of company as well as increase the reputation of firm.
It has been also noticed that reduction in budget of advertisement in Nokia decreased the
sales of company, which reflected in its profitability and asset of the organization.
The methodology for this research was based on the case study of Nokia and survey through
questionnaires came out with important outcomes. Both researches primary and secondary
confirmed the importance of advertisement. Responders either teenagers, youngsters, elders
or any class upper, middle and working all agreed with the role and important participation of
advertisement in success of businesses.

As per the objectives of this study the both primary and secondary research are agreed with
significant impact of brand. From second objective it is found that continuous advertisement
is necessary to uphold the business and brand image. It is also noticed that electronic media is
more popular than print media. However both media play important role in success of
business. The result of third objective indicated that advertisement changed the mind of
consumer and their preferences. It is also found that advertisement play a role for social
progress through products and its development. From this outcome we can say that
advertisement is not limited with the sales of product and profit making but it has made wide
impact on society and culture.

After investigating objective four regarding strategy of advertisement, it has found that
advertisement strategy needs long term approach according to budget and expectation of
return. Second thing researcher found through this analysis is that advertisement market is
continuously changing and evolving, therefore organisation should keep continuous watch
which media will be effective to grasp the audience and convert viewer into costumers. The

58
third out comes is found that company should reduce or increase the budget and should be
remained flexible either in investment and choice of media. In short, advertisement is part of
company strategy and for marketing of product this is the very important instrument for not
only success of the organisation but for its existence.

While this research, researcher has acknowledged some limitations and researcher believes
these will be helpful in further research. This research was limited to advertising, brand and
consumer behaviour based on case study of Nokia. However researcher wants to recommend
that few more companies should include, and it should from different sectors. Another thing
researcher desires to recommend that besides advertising, other factors such as technology,
innovation, quality and service after sales should be analysed, contrasted and compared
among each other. Other few things such as some aggregate formula would be find out
regarding the budget of advertisement like what should be the actual budget or spending
behind advertisement and this should be made easy to assess either from expected production
or expected turnover.

59
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Arens, Williams F. (1996), Contemporary Advertising, USA: Richard D. Irwin, A. Times

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Bloemer et al.(2007) (1967). European Journal of Marketing. England: Emerald Group

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Forsyth, Patrick, 2009. Marketing a guide to the fundamentals. 1st ed. London: Profile Books
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9.0 Appendix

Questionnaire:

In this questionnaires there are two section; A and B.

A) Please tick from following:

1. What is your Gender?

Male
Female

2. Please select your age group from following

16 to 25 years
26 to 39
40 to 60
61 to above

3. Please mention your class from following

Working class
Middle class
Upper class

Please tick your answer from following:

1 Do you use new brand by its advertising?

Agreement Strongly Agree uncertain disagree Strongly
agree disagree

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2 Do you think advertising make a strong brand?
Agreement Strongly Agree uncertain disagree Strongly
agree disagree

3 Reduction in Advertising does effect on brand image?

Agreement Strongly agree uncertain disagree Strongly
agree disagree

4 Do you think advertising promotes the product?

Agreement Strongly agree uncertain disagree Strongly
agree disagree

5 Advertisement through print media is best option for promote the brand
Agreement Strongly agree uncertain disagree Strongly
agree disagree

6 Advertisement through electronic media is best option for promote the brand
Agreement Strongly agree uncertain disagree Strongly
agree disagree

7 Advertising affect the consumer behavior

Agreement Strongly agree uncertain disagree Strongly
agree disagree

8 Do you give importance in purchasing any brand through advertising?

65
 Agreement Strongly agree uncertain disagree Strongly
agree disagree

9 Do you mostly purchase continuously advertised product?

Agreement Strongly agree uncertain disagree Strongly
agree disagree

10 Do you agree advertising changes the preferences of customer?

Agreement Strongly agree uncertain disagree Strongly
agree disagree

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