IMPACT OF ADVERTISING STRATEGIES OF NOKIA CELLULAR PHONES

SUMMER TRAINING PROJECT REPORT SUBMITTED TOWARDS PARTIAL FULFILLMENT
OF BACHELOR OF BUSINESS ADMINISTRATION (AFFILIATED TO CH. CHARAN SINGH UNIVERSITY, MEERUT) ACADEMIC SESSION [2009-20012]
Submitted To: Ms. DIVYA AGNIHOTRI (Faculty) IMS, Ghaziabad (Internal Supervisor) UNDER THE GUIDANCE OF: Mr. Brajesh Singh (Asst. Marketing Manager) Nokia, Delhi (External Supervisor) Submitted By: Kapil Yadav Roll No. 9353600

INSTITUTE OF MANAGEMENT STUDIES
C-238 BULANDSHAHR ROAD, LAL QUAN, PB NO.-57 GHAZIABAD- 201 009

DECLARATION

I hereby declare that the research work embodied in this dissertation entitled “A study on Impact of Advertising Strategies of Nokia Cellular Phones” has been carried out by me under the guidance and supervision of Mrs. Divya Agnihotri , (Internal Guide), Institute of Management Studies, Ghaziabad. I also declare that this dissertation has not been submitted to any other university/ Institution for the award of any other Degree/Diploma.

(KAPIL YADAV)

ACKNOWLEDGEMENT

I sincerely thanks Mrs. Seema Garg (Chairperson-BBA) Institute of Management Studies, Ghaziabad for granting me the permission to do this Research Project. I would like to express my immense gratitude to Professor Mrs. Divya Agnihotri, (Internal Guide), Institute of Management Studies, Ghaziabad for her guidance, continuous encouragement and valuable suggestions at every stage of the project. Special Thanks to Mr.Brajesh Singh (Asst. Marketing Manager-Nokia) and to my Team Members at Nokia (Delhi) I extend my deep sense of gratitude to all my family and friends who have directly or indirectly encouraged and helped me to complete my project successfully.

KAPIL YADAV

Table of Contents
 • • • • FINDINGS AND ANALYSIS..........................................................26 BRAND AWARENESS: ..................................................................26 TABLE -2 ..........................................................................................27 REASON TO PURCHASE THE PRODUCT................................29 4 PS BUSINESS AND MARKETING............................................58

EXECUTIVE SUMMARY
This report titled “IMPACT OF ADVERTISING STRATEGIES OF NOKIA CELLULAR PHONES” is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration of CCS University. This study is an attempt to understand the impact of advertising of Nokia Cellular Phones. It also tries to evaluate the advertising effectiveness in establishing brand patronage among the viewers. The objective of this study is to analyze the advertising effectiveness on consumers of Nokia Cellular Phones, to analyze the different medium through which the advertisement reaches maximum number of people in the market, to analyze the strategies that the company should adopt such that the viewers turn into consumers, to know the present status of the competitors of Nokia Cellular Phones in terms of advertisement. The survey was conducted among the college students because the market for cellular phones is huge. Questionnaire were prepared and distributed to get the suggestions about the effectiveness of advertisement of Nokia Cellular Phones. By the survey, we came to know about the various media that has to be used greater number of people in the market and the strategies that has to be used for making the advertisement more effective when compared to its competitors.

From the conclusion of this study we can come to the know what strategies can be adopted such that the advertisement of Nokia Cellular phones can be made more efficient when compared to their competitors. The medium of advertisement that has to hire through which we can reach maximum number of people. The style, word and tone that has to be used in the advertisement that attracts more number of people. The type of feeling that is created by the advertisement and the strategies to adopt that attract the people toward those feelings.

4. goods or service by an identified sponsor. To know the present status of the competitors of Nokia Cellular Phones in terms of advertisement. SCOPE OF THE STUDY: The study is conducted with respect to Nokia Cellular Phones. which is full of competitors. To analyze the different medium through which the advertisement reaches maximum number of people in the market. Due to time and resource constraints. This study helps us to know how we can over come our competitors with regard to advertisement.” In this market. OPERATIONAL DEFINITIONS: The definitions committee of the American Marketing Association has defined advertising as. 3. This study helps us to know how we can over come our competitors with regard to advertisement. this study is focused on College Students.INRODUCTION STATEMENT OF THE PROBLEM “TO STUDY THE IMPACT OF THE ADVERTISEMENT STRATEGIES OF NOKIA CELLULAR PHONES. we would like to know the strategies that help us to beat our competitors. 5. To analyze the advertising effectiveness on consumers of Nokia Cellular Phones. “Any paid form of non-personal presentation of idea.” . To analyze what the viewers expect from the advertisement in present generation. 2. OBJECTIVES OF THE STUDY: 1. To analyze the strategies that the company should adopt to turn viewers into consumers.

About The Company NOKIA From its inception. In those days. After operating for 50 years. A radiotelephone was developed in 1963 followed. In the 1980’s. overnight. Rubber and Associated Chemicals were leading edge technologies at that time. the prospect of High Definition . Nokia Corporation was formed in 1967 by the merger of Nokia company – the original paper – making business – with the Finnish Rubber Works and Finnish Cable Works. monitors and T.V. for example.the original communications medium. multi-colored. which turned mobiles into a fashion item. But Nokia has always thought like that and back in the fashion conscious 1960’s when one branch of the corporation was a major rubber manufacturer. Then came to technology with the founding of the Finnish Rubber Works at the turn of the 20th century. Nokia was in the communications business as a manufacturer of paper. Design has always been important at Nokia and today’s mobile phones are regarded as a benchmark for others to follow. so long as it was black! The 60’s. by data modems – long before such items were even heard of by the general public. an Electronics Department was set up at the Cable Works in 1960 and this paved the way for a new era in telecommunications. quite naturally. Another major technological change was the expansion of electricity into homes and factories which led to the establishment of the Finnish Cable Works in 1912 and. Take. sets. however. to the manufacture of Cables for the telegraph industry and to support that new fagled device – the telephone. it hit on the idea of making brightly colored rubber boots at a time when boots followed the Henry Ford principle – you could have any color. clip-on facias. everyone looked to microcomputers as t he next ‘big thing’ and Nokia was no exception as a major producer of computers. in 1965. were more important as the start of Nokia’s entry into the telecommunications market.

2001 and into the Future Nokia is harnessing its experience in mobility and networks to generate a startling vision of the future. thanks to Nokia and the operators. which have not been a critical component to our vision of the Mobile World. The 80’s and 90’s saw widespread deregulation. Nokia produced the original hand portable in 1987 and phones have continued to shrink in inverse proportion to the growth of the market ever since. Nokia changed too and in 1992 Jorma Ollila. however. there were ‘transportable’ mobile phones at the start of the 80’s but they were heavy and huge.T. was introduced in Scandinavia in1981 and Nokia made the first car phones for it. Such characteristics will never change but. the story has only just begun! During the past few years Nokia has been actively acquiring companies with interesting new technologies and competencies.V. The world’s first international cellular mobile telephone network. This strategy has enabled Nokia to focus on shareholder value by concentrating on the core competencies and business areas where we see the most value added and the best growth opportunities. NOKIA FIRST IN TELECOMMUNICATIONS The world’s first international cellular mobile telephone network NMT was opened in Scandinavia in 1981 with Nokia introducing the first car .. During the past few years Nokia has been divesting businesses. It took a technological breakthrough and a change in the political climate to create the wire-free world people is increasingly demanding today. which stimulated competition and customer expectations. then President of Nokia Mobile Phones. Nokia welcomes change and improvement and can embrace new ideas at great speed. In 1987. Meeting rooms. In the background. True enough. the political goal was set to adopt GSM throughout Europe on July 1st 1991. was appointed to head the entire Nokia group. including also investments in minority positions. All of these acquisitions and investments were targeted to enhance Nokia’s ability to help create the mobile world. changes were afoot. The technology was the digital standard. which could carry data in addition to high quality voice. offices and homes will be ‘smart’ enough to recognize their human visitors and give them whatever they want by listening to their requests. Politics and technology have continued to shape the industry. Satellite Connections and text services fuelled the imagination of the fashion conscious homeowner. Finland met the deadline. GSM. NMT. as to the rest.

consumers will be able to easily access a variety of services and conveniently exchange information with a sample touch gesture utilizing NFC technology. Year 2004: Using Nokia’s CDMA Dual -Stack handset. The certification was achieved based on the requirements defined by Global Certification Forum (GCF). the latest step in the development of innovative products for mobile communications. The call. This chipset is the world’s first to support complete 1xEV-DV Release C functionality. The unique new concept developed by Nokia offers the listeners the possibility to give feedback and to participate in . achieving a peak data rate of 3. the Nokia city man was launched in 1987. Nokia. Wireless Solutions Group. In October Nokia and Telia Sonera Finland successfully conducted the world’s first EDGE-WCDMA 3G packet data handover in a commercial network. SBS Finland’s Kiss FM became the first radio station in the world to begin Visual Radio Broadcasts. The reference implementation is available immediately to series 60 licenses. M1 and the Media Development Authority of Singapore jointly showcased a live end-to-end mobile phone TV broadcast over a DVB-H (Digital Video Broadcast – Handheld) network at the Nokia Connection event in Singapore. The world’s first NMT hand portable. Nokia announced the Nokia NFC (Near Field Communication) shell. was made between a test set based on a commercially available Nokia 2285 handset upgraded with a Nokia 1xEV-DV chipset and a Racal Instruments.phones for the network. 1xEV-DV base station emulator. Year 2003: Nokia announce that the world’s first CDMA 2000® 1xEV-DV high-speed packet data phone call was completed at Nokia’s CDMA Product Creation Centre in San Diego. in November. The demonstration highlighted real-time streaming video with seamless hand off between two CDMA access networks using Mobile IPv6. an independent industry body which provides network compliancy requirements and testing for GSM / WCDMA mobile devices.09 Mbps. Nokia and Texas Instruments Incorporated introduced the first preintegrated and validated series 60 Reference Implementation based on TI’s OMAP (TM) processor . Year 2005: The Nokia 6630 imaging smart phone has as the first device in the world achieved global GCF 3G WDCMA certification.powered reference design in February. With the Nokia NFC shell on their phone. Nokia demonstrated the Industry’s first Mobile IPv6 call at the 3G World Congress Convention and Exhibition in November. Media Corp Technologies. Achieving a first for the Asia-Pacific region.

the limits made only twenty-three phones conversations possible simultaneously in the same service area – not a market incentive for research. The FCC decided to limit the amount of frequencies available in 1947. Anything to do with broadcasting and sending a radio or television message out over the airwaves comes under Federal Communications Commission (FCC) regulation. As the phones traveled across the area. low-powered. A cell phone is a type of two-way radio.programs easier than ever before. each covering a ‘Cell’ a few miles in radius and collectively covering a larger area. we will increase the frequencies allocation. cells would be passed from tower to tower. CELLULAR A type of wireless communication that is most familiar to mobile phones users. the technology to do so was nonexistent. However at that time. Nokia introduced a new product for secure mobile contactless payments and ticketing. freeing the airwaves for more mobile phones. when researchers looked at crude mobile (Car) phones and realized that by using small cells (range of service area) with frequency reuse they could increase the traffic capacity of mobile phones substantially. Each tower would use only a few of the total frequencies allocated to the system. Cellular cells are transferred from base station to base station as a user travels from cell to cell.” AT & T and BELL labs proposed a cellular system to the FCC of many small. stating “if the technology to build a better mobile service works. It’s called ‘Cellular’ because the system uses many base stations to divide a service area into multiple ‘Cells’. AT & T proposed that the FCC allocate a large number of radio spectrum frequencies so that widespread mobile telephone service would become feasible and AT & T would have an incentive to research the new technology. The world’s first Near Field Communications (NFC) product for payment and ticketing will be an enhanced version of the already announced Nokia NFC shell for Nokia 3220 phone. In 1947. The FCC reconsidered its position in 1968. broadcast towers. . We can partially blame the FCC for the gap between the initial concept of Cellular Service and its availability to the public. The basic concept of cellular phones began in 1947.

The Qualcomm Corporation began developing a CDMA wireless system in the late 1980’s that was accepted as a standard in 1993 and went into a operation by 1996. CDMA also exists at both the 800 MHz and 1900 MHz bands. TDMA. Released in 1994. GSM (GLOBAL SYSTEM FOR MOBILE COMMUNICATIONS): . the analog voice signal is converted into binary code and transmitted as a series of on and off transmissions. TDMA IS-136 exists in North America at both the 800 MHz and 1900 MHz bands. Analog cellular phones work like a FM radio. Major US carriers using TDMA and AT & T wireless services. Phones that work with one technology may not work on another. DIGITAL SERVICE: A method of encoding information using a binary code of 0’s and 1’s. CDMA. CDMA IS-95 (CODE DIVISION MULTIPLE ACCESS): It is based on a form of spread spectrum technology that separates voice signals by assigning them digital codes within the same broad spectrum. Most new wireless phones and networks use digital technology. also called Digital AMPS or D-AMPS. The receiver and transmitter are tuned to the same frequency. GTE. BELL SOUTH and SOUTH WESTERN BELL. and GSM. BELL ATLANTIC / NYNEX. The major US carriers using CDMA are AIR TOUCH. One of digitals drawbacks is that there are three digital wireless technologies. and the voice transmitted is varied within a small band to create a pattern that the receiver reconstructs. The drawback of analog is the limitation on the number of channels that can be used. In digital. TDMA IS-136 uses the frequency bands available to the wireless network and divides them into time slots with each phone user having access to one time slot at regular intervals. TDMA IS-136 (TIME DIVISION MULTIPLE ACCESS): It is an update to TDMA IS-54. CDMA type technology was used in military communication systems because it was resistant to interface from enemy signals. PRIMECO and SPRINT PCS. amplifies and sends to a speaker.WIRELESS STANDARDS ANALOG SERVICE: A method of modulating radio signals so that they can carry information such as voice or data.

how they will physically connect through how many wires? Or none at all? – And then what are the agreed commands that will make sense to both devices? Bluetooth is an industry standard that solves both of these issues cheaply. But “data” sounds pretty vague. The GSM standard was accepted in the US in 1995. Powertel and Aerial. Microcell. Bluetooth connections allow wireless communication between devices within a range of about 30 feet (10 meters). and using very little battery power. and it’s also a lot more efficient. and instead of having only 3 slots like TDMA. This allowed for fast bit rates and more natural-sounding voice. the conference of European posts and Telecommunications (CEPT) began the process of creating a digital cellular standard that would allow users to roam from country to country in Europe. By 1987. Sprint Spectrum. the GSM standard was created based on a hybrid of FDMA (Analog) and TDMA (Digital) technologies. GSM is currently the only one of the three technologies that provides data services such as email. Major carriers of GSM 1900 include omni point. GSM-1900 cellular systems have been operating in the US since 1996. Pacific Bell. GSM engineers decided to use wider 200 KHz channels instead of the 30 KHz channels that TDMA used. and intranet / LAN wireless access. GPRS TECHNOLOGY General Packet Radio Service is a technology that allows your phone to transfer data at moderate speeds. Internet browsing. Unlike infrared. Every decorator knows that cables and wires are unsightly and confusing. no matter how much data you transfer. Bell South. In 1982. there are a few things that have to be worked out: firstly. GPRS lets you send data faster than over a GSM data network.compression algorithms. It’s based on a low cost short-range radio link.It is based on an improved version of TDMA technology. Blue tooth can initiate connections automatically with paired devices. . you don’t have to point devices directly at each other. SM channels had 8 slots. area. DIFFERENT TECHNOLOGY BLUETOOTH TECHNOLOGY It is a technology for wireless communication between devices. with the first network being in the Washington D. you don’t have to pay for a Bluetooth connection. or even have both devices in the same room. And no.C. so you don’t even have to think about it. and it’s also the only service that permits users to place a call from either North America or Europe. fax. Western Wireless. When two devices share information.

EDGE opens up a lot of possibilities for connecting to data networks on your mobile phone. GPRS is just one of the ways to transport these jigsaw puzzles. because you usually don’t have to configure. and the proper settings. To use EDGE. you’re billed for the data you transfer. With JAVA applications. Downloading and installing applications is a relatively simple process (as is uninstalling them). then sent over the network and reassembled at the other end. and its used to create and run applications for Nokia phones. Enhancements and standardization of the JAVA platforms are conducted by the JAVA Community Process (JCP). There are two parts to JAVA technology: a programming language. and there is a wide range of applications available. EDGE TECHNOLOGY Enhanced Data rates for Global Evolution (EDGE) enables data connections three times faster than GPRS within the same multi slot class. in which Nokia takes on active role together with sun and other members. and an environment in which those commands can be executed. You need an environment where the language means something. so JAVA brings its own environment along. This makes using new applications easy. load. Like GPRS. JAVA was originally developed by Sun Microsystems. or install anything else. you need a phone that supports it. making it far less frustrating to stream video and download larger files. GPRS does what it says: it sends “packets” of data over a radio wave (on GSM network). which is ready to run applications written in JAVA. not for the time you spend connected. a subscription from your network operator that supports EDGE. JAVA enabled Nokia phones – most Nokia models on the market now-contain a JAVA Virtual Machine.To use GPRS. Packet switching works like a jigsaw puzzle: your data is split into many pieces. and the proper settings. MMS TECHNOLOGY . a subscription from your network operator that supports GPRS. JAVA TECHNOLOGY JAVA is both a programming language and a software platform. EDGE is based on General Packet Radio Service. which sends “packets” of data over a radio wave. then sent over the network and reassembled at the other end. your phone can do more of the things you’d like it to do. Packet Switching works like a jigsaw puzzle: your data is split into many pieces. GPRS is just one of the ways to transport these jigsaw puzzles. you need a phone that supports it.

EDGE. Then it’s up to other companies and individuals to build the sites and services you can browse. WCDMA. and / or video clip. etc) and the correct settings on your phone. . and most importantly. which means it’s suitable for most types of mobile phones. send and receive text messages that also include an image. a technology that allows you to create. mobile browsing is becoming more common (and a lot better looking). An MMS message is a multimedia presentation in a single entry. an imaging phone gives you the option of creating and passing on your original images. unlike an email with attachments. GPRS. or to an email address. MMS messages are sometimes considered equivalent to so –called “Picture Messaging”. just an MMS-enabled mobile phone. the technology has come a long way. audio. As more phones on the market boast high network connection speeds and color screens. And MMS is compatible with fixed email addresses. giving you the chance to surf without being chained to a desktop computer. and the correct settings on your handset. you need to have a phone with a browser (either one that’s built in or downloaded). popularized by the recent imaging phones boom. Today’s mobile browsers give you richer colors and faster browsing than the original mobile browsers. In order to browse with a mobile phone. a subscription from your network operator to a data service (GSM data. Considering the no-frills WAP sites that started off mobile browsing.MMS stands for Multimedia Messaging Service. Of course. MOBILE BROWSING TECHNOLOGY A mobile browser is simply any program that lets you access and read content on a network from a mobile device – usually the Internet or some other mobile network service. Multimedia Messaging enriches your mobile messages in much the same way as inserting photos or changing fonts and colors does in email – it’s both useful and expressive. You don’t need to have an imaging phone to send and receive MMS messages. a way to access the web at your finger tips. Many new Nokia models come with an integrated XHTML or even HTML mobile browser. so it is possible to criss-cross back and forth over the mobile-PC border. an operator management that supports the service. making it easier to create and simpler to deliver than an email with attachments. MMS is a scalable technology. MMS messages are sent from one mobile phone to another. but other uses of the technology do exist.

MOBILE VIDEO TECHNOLOGY Mobile video means both creating your own video clips and watching content created by others. you can stream video content. and the correct settings. parties. You can download. Unless the video you want to watch is already stored on an MMC card. sports. weather or cartoons. . store and play back videos on your mobile device. We can − Use a phone equipped with a camera to record your own clips. etc. EDGE. which is a better option for viewing longer clips because data isn’t stored on your phone. MMS or over a wireless connection using Bluetooth technology or infrared). then send them (by email. If you’re interested in streaming video. − Watch live camera views such as road conditions. music videos. − Subscribe to MMS videos and download short video content such as daily news. This means you need a phone with a GPRS. WCDMA or other network connection. − Store your favorite videos on a Multimedia Card (MMC) card – longer clips can fit on a MMC card as long as it has enough capacity. There are two types of mobile video content services: downloadable and streaming. or movie trailers. concerts. your phone must be able to connect to the Internet in order to access to video files. Or. − Watch streamed news. look for a phone that supports EDGE or CDMA. You can also tune in to live video feeds using streaming.

Most companies use an outside advertising agency to help them create advertising campaigns and to select and purchase media. 5. The advertising department’s job is to develop the total budget. charitable organizations. Global companies that use a large number of ad agencies located in different countries and serving different divisions have suffered from uncoordinated advertising and image diffusion. quickly. Advertisers include business firms but also museums. It can contact and influence numerous people simultaneously. it is called Mass Means of Communication. In small companies. It can reach prospects that cannot be approached by sales man. 4. 3. It is paid communication because the advertiser has to pay for the space or time in which his advertisement appears. and at a low cost per prospect. It offers planned and controlled message. Advertisements are a cost effective way to disseminate messages. (by ear) aural and visual. aural. Hence. dealer displays and other forms of advertising not ordinarily performed by the agency. It has the ability to deliver messages to audiences with particular demographic and socio-economic features. 2. Organizations handle their advertising in different ways. and handle direct-mail advertising. whether to build brand preference or to educate a nation’s people. whose manager reports to the Vice President of marketing. Advertising agencies need to redefine themselves as communication companies and assist clients in improving their overall communication effectiveness. goods or services by an identified sponsor. . someone handles advertising in the sales or marketing departments. 7. and government agencies that advertise to various target publics. It can deliver the same message consistently in a variety of contexts. A large company will often set up its own advertising department.REVIEW OF LITERATURE ADVERTISING Advertising is any paid form of non-personal presentation and promotion of ideas. who works with an advertising agency. 6. It helps to pre sell goods and pulls the buyers to retailers. It offers a wide choice of channels for transmission of messages such as visual (by sights). Five M’s of Advertising MISSION: What are the advertising objectives? MONEY: How much can be spent? MESSAGE: What message should be sent? MEDIA: What media should be used? MEASUREMENT: How should the results is evaluated? Strengths of Advertising as a promotional tool 1.

8. It is very useful to create maximum interest and offer adequate knowledge of the new product when the innovation is being introduced in the market. .

4. “Make the customers come to you rather than trying to approach all the potential customers. Informing consumers about product attributes. To aid in easy brand recall and also create a top of mind awareness of the brand. 2. It is essentially one-way means of communication. As a symbol of sound financial position of the company and also to make the statement that the company is here to stay. Quoting a customer.Weakness of Advertising as a promotional tool 1. The ultimate purpose of most advertising is to help the probability of the sale of the product or a service. Importance of Advertising 1.: in convincing and securing action. Communication tasks are. 2. and 4. 5. Changing consumer attitudes. It is most efficient communication (very low cost per prospect) but it is least effective as a tool of a communication. 3. Developing brand awareness. 4. It cannot obtain quick and accurate feedback in order to evaluate message effectiveness. 6.g. 3. It is unable to reach prospects when they are in a buying mood. To establish a strong brand image in the market so as to give the company an edge over its competitors. Associating desirable themes with products. Advertising objectives must be oriented around the process of communication. many a time lacks credibility and trustworthiness. 5. e. . 3. It is less flexible than personal communication. It cannot answer objections raised by prospects. To create widespread visibility in the market and access those pockets which are not approachable by the sales force. To make maximum potential customers aware of the new offerings and schemes of the company and initiate enquiries about the same. Advertising. Hence advertisements have to be repeated and repetition involves additional cost.” 2. Communication goals of Advertising Advertising should concentrate on clear and measurable communication objectives known as DAGMAR (Defining Advertising Goals. It is much less effective than personal selling and sales promotion at later stages in the buying process. 1. Measuring Advertising Results).

It moves the consumer through successive levels such as unawareness. Purchase decision is duly taken. Media planners make their choice among media categories by considering the following variables: Target-Audience Media habits: for example radio and television are the most effective media for reaching teenagers. visualization. Of course. believability and color. conviction (intention to buy) and action purchase. A message announcing a major sale tomorrow will require specialized magazines or mailings. Choosing among major media types: The media planner has to know the capacity of the major media types to deliver reach. inch-by-inch. Awareness is the bare minimum goal of advertising. comprehension or recognition. . Message characteristics: timeliness and information content will influence media choice. explanation. whereas newspaper advertising is relatively inexpensive. Advertising goals may be divided into four stages of commercial communication as follows: Awareness: the prospects must become aware of the existence of the brand or company. Comprehension level indicates that people are not only aware of the brand or company that they know the brand name and can recognize the package or trade market. Conviction: the prospect must be mentally convinced to buy the brand or the product. What count is the cost-per-thousand exposure. and impact. frequency. advertising is only one of several communication forces. closer to a purchase decision. awareness. Women’s dresses are best shown in color magazines. The conviction level shows brand preference and intention to buy the product in the near future.Advertising as a mode of promotion increases propensity to purchasemoving the prospect steadily. Action: the prospect takes meaningful action. Product Characteristics: Media types have different potentials for demonstration. But they are not yet convinced that they must want to buy. Comprehension: the prospect must understand what the product is and what it will do for him. Cost: Television is very expensive. and Polaroid cameras are best demonstrated on television.

it rose to Rs.D. In the press segment we are witnessing regular media war. advertising in India has demonstrated phenomenal growth – growth in size. Ads appear in newspapers in the form of lists of the latest merchandise from England Since 1980. in the total expenditure in advertising per year. . 900 Crores. In the Indian market. competition is total. Essentials of good Advertisement A good advertisement must have the right message communicated through a right media. and range of services. In 1950 advertising expenditure was hardly Rs. It should fulfill its sole purpose. e.000 branded products extensively advertised in all languages. we have more than 11. Newspaper each attempting an increasing market share. Press advertisement account for about 50 percent and TV account for about 18 percent of the total advertising costs. viz. It may be around by Rs. Studios mark the beginning of advertising created in India (as opposed to import from England) Studios set up for bold type. media owners are expected to adopt now customer-oriented approach to get rid of such unhealthy competition. 2200 Crores by 2001 A. quality. larger ads. In the case of the Press. Newspaper studios train the first generation of visualisers & illustrators.ADVERTISING IN INDIA Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began o Shop front signage’s o From street side sellers to press ads o The first trademarks o Handbills distributed separately from the products 18th Century: Concrete advertising history begins with classified advertising. There are now over 400 advertising Agencies as against just 100 advertising agencies around 1970. ornate fonts. 5 Crores.. Ads appear for the first time in print in Hickey's Bengal Gazette. India's first newspaper (weekly).g. TV / Radio. However. gain sale or action from the prospects and the cost of communication should be reasonable. Right timing of an advertisement needs no emphasis.. By 1988. and more fancy. In the media sector we have at present intense competition. It must reach the right people and prospects and that too at a right time and at the right cost.

It is seen by the desired prospects. Another level could be termed passive search. but even more significantly by the proximity of ads for competing brands from the same product category. Viewers have always had the freedom to do things while a program is being shown. Not only the higher levels of clutter reduce the effectiveness of advertising in general. the other half carrying editorial matter. It is read by them with interest. Getting a consumer’s attention is not easy. 2. 3. He or she might solicit opinions of friends or search through magazines not normally read. It is believed by them and it wins their confidence and trust and above all it succeeds in igniting their desire to purchase the product or service offered or sale. At one extreme is the process of active search wherein a receiver actually seeks information. Each advertisement must be a unique selling proposition. especially television. avoids exposure to stimuli. CREATING ADVERTIEMENTS THAT ATTRACTS ATTENTION The attention filter operates at various levels of effort and consciousness. Amid all this advertising. A receiver searches for information only from sources to which he or she is exposed during the normal course of events. and remembered. t he author conducted a research study on the advertising strategies of two leading garment manufacturers in Bangalore City. The situation is made worse in the broadcast media. overtly or accidentally. Television advertisers today have to cope with the phenomena of zapping and zipping. The final level might be called passive . It is properly understood by them exactly as the advertiser wants. In the light of the above information. invoking maximum force of persuasion to convert a prospect into a customer. The advertising environment is truly “cluttered”.The task assigned to the advertisement can be successfully fulfilled when: 1. ATTENTION It can be viewed as an information filter – a screening mechanism that controls the quantity and nature of information any individual receives. including leaving the room mentally and physically. Effective advertisements take the prospect near about the point of closing the sale so the sales force may easily complete that actual sale. processed. 4. but the use of remote control devices has made channel switching endemic. it is not easy to create an advertisement that stands out enough to get noticed. most major magazines have almost one-half of their pages carrying advertisements. An individual.

In an advertising context.supportive exposure-and to avoid discrepant information. Third. there is a desire to be exposed to information that stimulates. it is appropriate to discuss why a person obtains information so that ads can be designed to maximize attention. These motives will be examined in turn. At all three levels. people may be motivated to expose themselves to information that supports their opinions. A first motive is to obtain information that will have a high level of utility for a person. of course. Finally. an individual will obtain product information that will help make better purchase decisions. it is instructive to examine four general motives for attending to informative stimuli. . Here a receiver has little immediate need for the information and makes no conscious effort to obtain it. but some information may nevertheless enter the system. as many reasons as there are situations and individuals. people are motivated to find stimuli that are interesting to them. Second. There are.attention. However.

taking into account the attitudinal framework as well as corporate and marketing goals. loyalty. • Media space decisions. and insistence.ADVERTISING EFFECTIVENESS Advertising effectiveness consists in the degree of achievement of the objectives set by an advertiser in consultation with advertising agency working on the account. By means of advertising or persuasive mass communication. brand loyalty. • Company’s standing and it s strength and weaknesses. and the market situations and characteristics. BRAND PATRONAGE: Most of the time. • Product history and its life cycle stage. or from brand acceptance to brand preference. . • Media decision. or brand preference towards his product or service. • Selection of target audiences. an advertisers (seller) tries to build a brand privilege or patronage for his products or service. seller tries to move prospective buyers and existing buyer from lower level to higher level of brand attitude of customers – from brand ignorance to brand awareness. It may also take the form of an increase in the sales of market share or penetration into a new market segment. • Advertising message. • Existing and anticipated competition. A seller has a brand privilege if buyers exhibit brand insistence. • Positioning of the product as indicated by perceptual mapping. Advertising strategy is based on consideration such as the following: • Advertising objectives. ADVERTISING STRATEGIES Strategy provides the link between advertising objectives and plans and paves the ground for their implementation. • Advertising budgets. It can be instrumental in prioritizing various objectives.

• Computerized databases such as Internet databases and off-line databases (information available on Diskettes and CD-ROM disks). primary data is collected through Questionnaire Method. Primary Data: Primary Data is obtained from original sources. 2. Data Collection 1. . etc. • Opinion survey in order to secure personal opinions or on a particular matter can be done effectively. etc. External: the sources include: • Published materials such as periodicals and books like business periodicals. marketing journals. The questionnaire tool is mainly used because: • Both qualitative and Quantitative information can be gathered. • Factual survey can be done. This tool is administered through Personal Interview with the target population. b. Secondary Data: The sources used for such data types are as follows: a. Internal: the sources include company annual reports bulletins. The questionnaire consists of structured and unstructured questions. TOOLS FOR DATA COLLECTION: The approved questionnaire is the main tool used for data collection in this study. research reports. general business and trade magazines. In this study.RESEARCH METHODOLOGY RESEARCH APPROACH The research is exploratory in nature.

Sampling Procedure – The sampling technique chosen are Simple Random Sampling and Stratified Random Sampling. DURATION OF THE STUDY: The duration of the study is six weeks. Percentages.. DATA ANALYSIS: The data collected are tabulated and classified as required. . Central Tendency. in which a sample is drawn probabilistically from each group or strata i. are used for analysis of primary data. These samples of respondents are chosen randomly. etc. Conclusions are drawn based on the analysis and findings of primary data. Statistical techniques such as Frequency Distribution.e. College Students owing Nokia Cellular Phones. 3.SAMPLING PLAN: 1. Sampling Unit – The sampling unit consists of college students owning Nokia Cellular Phones for analyzing the advertising effectiveness on consumers. Sample Size – Due to time and other constraints. the size is 100 respondents. 2.

INFERENCES: The awareness level for the Nokia Cellular Phones in the market is found to be 100% of the total respondents who were interviewed.FINDINGS AND ANALYSIS BRAND AWARENESS: It is important to know the awareness of the brand in the market. The number of people who did not know about Nokia Cellular phones is null. . The company has significantly achieved the purpose of brand awareness. 100%. Table 1 Response Yes No Respondents 100 0 Percentage 100 0 Source – Table 1 INTERPRETATION: From the above table it is clear that the brand awareness of Nokia Cellular phones in the market is huge.

Hence the advertisement should be designed in such a way that more number of people know about the existence of the brand. of respondents 43 2 5 50 Percentage 43 2 5 50 Source – Table 2 INTERPRETATION: It is found that from advertisement 50% of respondents have come to know about the Brand. INFERENCE: People have come to know about the brand through advertisement. . 43% of the respondents have come to know from their friends.MEDIUM THROUGH WHICH THE BRAND AWARENESS WAS CREATED : Table -2 Medium Friends Neighbors Family members Advertisements No. 5% from their family members and 2% from their neighbors.

NUMBER OF RESPONDENTS OWNING NOKIA CELLULAR PHONES: Table -3 Response Respondents Percentage Yes 75 75 No 25 25 Source: Table 3 INTERPRETATION: It is found that about 75% of the respondents own Nokia Cellular Phones. Hence the advertisement should be designed in such a way that the Brand awareness is created among greater number of people. INFERENCE: Most of the people who know the Nokia Brand name own the Cellular phones. . 25% of the respondents did not own Nokia Cellular phones.

Only 3% of the respondents have purchased due to the Advertisement and Price factor respectively. Hence the company should take appropriate steps such that the customers are created by the advertisement. . 30% of the respondents due to its Brand Name. INFERENCE: Most of the customers purchased the product due to its quality and not due to advertisement. and 13% of the respondents due to its Service factor.REASON TO PURCHASE Table .4 Reason Advertisement Quality Brand name Service Price Total THE PRODUCT No of respondents 3 37 22 10 3 75 Percentage 4 49 30 13 4 100% Source: Table 4 INTERPRETATION: About 49% of the respondents have purchased the product due to its Quality factor.

3% of them through Outdoor Hoardings. INFERENCE: Most of the customers have come to know about the product through television. 37% of them through Print Media. . 10% of the respondents came to know about the product through the medium other than these medium stated above. Hence the company should concentrate on providing advertisements in TV.THROUGH WHICH MEDIUM NOKIA BRAND Table 5 Medium of Advertisement Television Print Media Hoardings Others Total OF ADVERTISEMENT RESPONDENTS CAME TO KNOW ABOUT THE No of Respondents 50 37 3 10 100 Percentage 50 37 3 10 100 Source: Table 5 INTERPRETATION: It is found that 50% of the respondents came to know about the product through Television.

which is the best medium through which greater number of people can be reached. Hoardings stand at the last with only 1% of the respondent supporting it.MEDIUM OF ADVERTISEMENT THAT REACHES MAXIMUM PEOPLE: No of Respondents 65 14 1 20 100 Percentage 65 14 1 20 100 Table 6 Medium of Advertisement Television Print Media Hoardings Word-of-Mouth Total Source: Table 6 INTERPRETATION: It is clear that 65% of the respondents have suggested that Television is the media through which greater number of people can be reached. . INFERENCE: The advertisement should be exhibited in the television. Then stands Word-of-Mouth with 20% of the respondents supporting it. Print Media stands third with 14% of the respondents supporting it.

. The company must also focus on the advertisements that are humorous and emotional which Indians like. 12% of the respondents have suggested that the advertisement creates Anxiety feeling. 4% of the respondents suggest that the ad creates Humorous feelings and only 1% of the respondents say that they create Fear type of feeling to the viewers.FEELING CREATED ON THE VIEWERS: No of Respondents 1 7 12 76 4 Percentage 1 7 12 76 4 Table 7 Feelings Fear Emotional Anxiety Informative Humor Source: Table 7 INTERPRETATION: It is clear that 76% of the respondents have suggested that Nokia Cellular Phone advertisements give information about their products. INFERENCE: Advertisement is concentrated on providing information. 7% of the respondents suggest that the ad creates Emotional feeling.

1% of the respondents say that they disagree that the ad creates Brand Image. Hence the company should continue with the present tactics. 33% of the respondents strongly agree that the ad creates Brand Image. INFERENCE: The advertisement creates Brand Image among the viewers who watch the advertisement. Agree Disagree Strongly disagree No of Respondents 33 65 1 1 Percentage 33 65 1 1 Source: Table 8 INTERPRETATION: It is clear that 65% of the respondents say that the advertisement creates Brand Image among the viewers who watch the advertisement.BRAND IMAGE: TABLE 8: Response Strongly agree. .

18% of the respondents say that the ad focuses on Officials. 30% of the respondents say that the ad focuses on Students. There are no respondents who say that the ad focuses on the Non-working class of the market. .SEGMENT OF THE PEOPLE: Table 9: Segment of People Students Officials Business people Non-workers No of Respondents 30 18 52 0 Percentage 30 18 52 0 Source: Table 9 INTERPRETATION: It is clear that 52% of the respondents say that the advertisement focuses on the Business people.

No of Respondents 10 17 28 45 Percentage 10 17 28 45 Source: Table 10 INTERPRETATION: It is clear that 45% of the respondents say that the advertisement of Nokia Cellular Phones provides complete information. officials. Incomplete information. non-workers as well. . AMOUNT OF INFORMATION : TABLE 10: Response No information. 28% of the respondents say that the ad provides little information. 17% of the respondents say that the ad provides incomplete information. The advertisement should be designed in such a way that it focuses on students. Complete information. There are no respondents who say that the ad provides no information.INFERENCE: The advertisement focuses major on business people. Little information.

ADVERTISEMENTS MAKE THE VIEWERS TO SEE AGAIN: Table 11: Response More frequently.INFERENCE: The present tactics used in the advertisement is good as it provides complete information about the products. No of Respondents 24 60 13 3 Percentage 24 60 13 3 Source: Table 11 INTERPRETATION: It is clear that 60% of the respondents say that they watch the advertisement somewhat frequently. The advertisement should be designed such that the full information of the products is available for the viewers. 13% of the respondents say that they watch less frequently the advertisement. 24% of the respondents say that they watch more frequently the advertisement. Somewhat frequently Less frequently Zero frequency. 3% of the .

they are not interested in seeing the INFERENCE: The advertisement should be designed in such a manner that the viewers are motivated to watch the advertisement more frequently.respondents say that advertisement again. ADVERTISEMENT RECALL: Table 12: Response Yes No Respondents 73 27 Percenta ge 73 27 Source: Table 12 INTERPRETATION: . Advertisement should be designed such that the switching from one channel to other channel during the exhibition of the advertisement can be lowered.

It is clear that 73% of the respondents say that they recall the advertisement when they see any characteristics. 27% of the respondents say that they do not recall the advertisement when they see any characteristic which are used in the advertisement INFERENCE: The respondents are able to recall the advertisement characteristics when they see any other characteristics. which are used in the advertisement. Hence the company should continue with the present design such that the advertisement can be recalled whenever they see the characteristics that are used in the advertisement. BEST TIME PERIOD: Table 13: Time Period 7 AM – 9 AM 9 AM – 12 PM 12 PM – 3 PM 3 PM – 6 PM 6 PM – 10 PM No of Respondents 6 3 3 7 81 Percentage 6 3 3 7 81 .

FREQUENCY OF THE ADVERTISEMENT: Respondents 78 22 Percenta ge 78 22 Table 14: Response Yes No .Source: Table 13 INTERPRETATION: It is clear that 81% of the respondents say that the best time period to produce the advertisement to the viewers is between 6 PM to 10 PM. 6% of the respondents say that the best time period is from 7 AM to 9 AM. Hence the company should exhibit the advertisement in many TV channels such that it reaches maximum number of people. 7% of the respondents say that the best time period is from 3 PM to 6 PM. 3% of the respondents say that the best time period is from 9 AM to 3 PM INFERENCE: The best time period to exhibit the advertisement in the Television is 6 PM to 10 PM.

CULTURE IN THE ADVERTISEMENT: Table 15: Response Strongly agree. 22% of the respondents say that the frequency of the advertisement should not be increased INFERENCE: The frequency of the advertisement should be increased such that the viewers can watch the advertisements more often and can remember the products features and share that information to their friends. Agree No of Respondents 17 53 Percentage 17 53 .Source: Table 14 INTERPRETATION: 78% of the respondents say that the frequency of the advertisement should be increased.

The company should design advertisement with more emotional feelings that are liked by our nationals. INFERENCE: The Company should continue with the existing design of the advertisement as they represent our culture.Disagree Strongly disagree 21 9 21 9 Source: Table 15 INTERPRETATION: 53% of the respondents say that the advertisement of Nokia Cellular Phones represents our culture in their advertisement. ANY OTHER MEDIA: Table 16: Response Respondents Percenta ge . 9% of the respondents strongly disagree that the advertisement represents our culture. 17% of the respondents strongly agree that the advertisement represent our culture. 21% of the respondents disagree that the advertisement represents our culture.

39% of the respondents say that there are other media through which the advertisement can be designed to reach maximum number of people. Some of them have suggested of using FM Radio to advertise the product. INFERENCE: The company should use the present media of advertisement effectively to reach more number of people.Yes No 39 61 39 61 Source: Table 16 INTERPRETATION: 61% of the respondents say that there is no any other media through which the advertisement can be designed to reach maximum number of people. USE OF CELEBRITIES : Table 17: .

13% of the respondents have no idea about this issue. Must. 25% of the respondents say that the Celebrities are needed. Cannot say No of Respondents 25 14 48 13 Percentage 17 53 21 9 Source: Table 17 INTERPRETATION: 48% of the respondents say that the Celebrities are not needed in the advertisement to make them more effective. INFERENCE: The company may or may not use the celebrities in their advertisement since most of them have said that the celebrities are not needed. Not Needed.Response Need. SHARING OF INFORMATION: . 14% of the respondents say that the company must use the Celebrities in their advertisement.

. INFERENCE: The company should design the advertisement such that it attracts individual such that they share the information and additional characteristics with their friends. 22% of the respondents say that they do not share the additional characteristics displayed in the advertisement with their friends.Table 18: Response Yes No Respondents 78 22 Percenta ge 78 22 Source: Table 18 INTERPRETATION: 78% of the respondents say that they share the additional characteristics displayed in the advertisement with their friends.

8% of them say that the style is great. Hence the company should continue with the existing style. INFERENCE: The respondents have rated that the style of the advertisement is good.STYLE OF THE ADVERTISEMENT: Table 19: Ratings Poor Average Good Great No. 27% of the respondents say that the style is average. of Respondents 3 27 62 8 Percentage 3 27 62 8 Source: Table 19 INTERPRETATION: From the above table it is clear that 62% of the respondents say that the style of the advertisement is good. . and 3% of them say that the style if poor.

. and 8% of them as good. Hence the company should design good tone in the advertisement so that the advertisement is more effective. At least the company should work on the tone so that it is rated good. of Respondents 24 53 8 15 Percentage 24 53 8 15 Source: Table 20 INTERPRETATION: From the above table it is clear that 53% of the respondents rate the tone in the advertisement as average.TONE OF THE ADVERTISING: Table 20: Ratings Poor Average Good Great No. 24% of them as poor. 15% of them as great. INFERENCE: Most of the respondents have rated the tone as average in the advertisement.

INFERENCE: Since most of the respondents have rated the words used in the advertisement as good and average the company should use little effective strategies such that average rate are converted into good rate. of Respondents 4 42 47 7 Percentage 4 42 47 7 Source: Table 21 INTERPRETATION: From the above table it is clear that 47% of the respondents have rated the words used in the advertisement as good. 7% of the respondents as great and 4% of the respondents as poor. 42% of the respondents as average.WORDS USED IN THE ADVERTISEMENT: Table 21: Ratings Poor Average Good Great No. .

L. . No. INFERENCE: Samsung advertisement is treated as the competitor for the Nokia Cellular Phones advertisement.COMPETITORS: Table 22: Companies Samsung. 28% of the respondents have rated Sony Ericsson as the competitor. 12% of the respondents have rated L. Sony Ericsson. Others. Hence the company should use effective strategies to overcome Samsung companies’ strategies.G.G. 6% of the respondents have rated other companies as the competitors. of Respondents 54 12 28 6 Percentage 54 12 28 6 Source: Table 22 INTERPRETATION: 54% of the respondents have rated Samsung company advertisement as the competition for Nokia Cellular Phones advertisement. as the competitor.

41% of the respondents say that the competitors design less effective advertisement than the Nokia Cellular phone advertisement.COMPETITORS EFFECTIVENESS: Table 23: Response Yes No Respondents 59 41 Percenta ge 59 41 Source: Table 23 INTERPRETATION: 59% of the respondents say that the competitors design more effective advertisement than the Nokia Cellular phones advertisement. Hence the company should adopt certain strategies such that the advertisement is more effective than its competitors. INFERENCE: The competitors of Nokia Brand are designing more effective advertisement. .

only college students are selected for the study for making an analysis for the advertising strategies.LIMITATIONS OF THE STUDY Main limitations that I faced during the research study are as under: • Due to time and resource constraints. • Due to resource and time constraints. • During data collection process students were quite busy in their college issues. . a randomly selected sample has been chosen respondents for making an analysis of advertising effectiveness on consumers. so it seemed tough to attract them for the response.

The advertisement of Nokia Cellular Phones provides information about their products and creates Anxiety type of feeling among its viewers. the viewers to watch the 10. The advertisement and the friends created the awareness. The best time period the advertisement should be shown on Television in 6 PM to 10 PM. 6. The viewers of the advertisement recall the ad when they see some characteristics that are used in the advertisement. Nokia Cellular Phone advertisements are designed mostly for Business people and Students in the market. . 5. 4. 9. Through Television and Word-of-Mouth medium the advertisement reaches maximum number of people. Nokia Cellular phone Advertisement provides complete information about their products. The consumers came to know about the product through the Television and Print Media of the advertisement. 11. Nokia Cellular Phones advertisement creates Strong Brand Image among its viewers. There is a high level of awareness of the brand of Nokia Cellular Phones in the market. Nokia Cellular Phones motivates advertisement somewhat frequently. It is found that the awareness level for the brand in the market is 100% of the respondents who were interviewed. Brand name.CONCLUSIONS 1. 3. 7. 2. 8. The consumers of Nokia Cellular Phones purchased the product due to the quality.

The style of the advertisement of Nokia Cellular Phone is good. 17. The respondents suggested that celebrities were not needed to improve the effectiveness of the advertisement. 62% of the respondents have rated the style of the ad as Good.12. The tone of the advertisement of Nokia Cellular Phone is Average. The other media that can be used to advertise its product when compared to its competitors are FM Radio. It is the wish of the company to use any celebrities in their advertisement. 16. Nokia Cellular phones should increase the frequency of their advertisement in order to compete with their competitors. Nokia Cellular phones represent our culture in the advertisement. 13. then the viewers share the information and other additional qualities of the advertisement and product with their friends. 47% of the respondents have rated the words of the ad as Good. When the advertisement is good. . 53% of the respondents have rated the tone of the ad as Average. 18. Huge Balloons. The words used in the advertisement of Nokia Cellular Phone are good. 14. 19. 15.

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

Their competitors are designing advertisements more effectively than the Nokia. 7. 6. 8. The best time period that the advertisement is exhibited to the viewers is between 6 PM and 10 PM. Hence appropriate strategies have to be adopted such that the advertisements are more effective than their competitors. The advertisement can be exhibited through other media such FM radio. The advertisement should be designed in such a manner that the viewers watch the advertisement more frequently. Hence the advertisement should be designed in such a manner that the tone and words are good such that it attracts many viewers and the characteristics can be shared among their friends. 11. Nokia Cellular Phones should increase the frequency of their advertisements such that the viewers get the product and characteristics of the advertisements and share the information with their friends. 10. huge advertisement balloons. . The company should take appropriate steps to see that the advertisement is exhibited in the above period and should be shown in several channels instead of hiring one or two channels. The tone and words used in the advertisement of Nokia Cellular phone are average. Should use the modern computer technology like Multimedia systems to make their advertisements more effective than their competitors. From the study we came to know that the competitors are designing advertisements more effectively than Nokia.5. 9.

What type of feeling do you think the advertisement creates on the viewers? Fear _ Anxiety _ Emotional _ Informative _ Humour _ 8. Through which medium of advertisement did you came to know about the Nokia brand? Television _ Print Media _ Hoardings _ Others _ 6. College: ________________________________________ 2. _ If yes how did you come to know about this brand? Friends _ Neighbours _ Family Members _ Advertisement _ 3. Which medium do you think the advertisement reaches maximum people? Print Media _ Television _ Hoardings _ word-of-mouth _ 7.) 1. Do you own Nokia cellular phones? Yes _ No. Nokia advertisements exhibit Brand image Strongly Agree _ Agree _ Disagree _ Strongly disagree _ . _ 4. What made you to purchase the product? Advertisement _ Brand name _ Quality _ Service _ Price _ 5. Do you know about Nokia brand? Yes □ No. Personal information a. Name: _________________________________________ b. Age: ______ c. Course: ________________________________________ d.ANNEXURE Questionnaire IMPACT OF ADVERTISEMENT OF NOKIA CELLULAR PHONES (Please put ‘√’ in the appropriate box provided.

_ . _ 15. _ Incomplete info _ Little info. Strongly agree _ Agree _ Disagree _ Strongly disagree _ 16. Is there any other media through which Nokia brand can advertise its product when compared to other brand? Yes _ No. Which is the best time period the advertisement should be shown on Television? 7 AM to 9 AM _ 9 AM to 12 PM _ 12 PM to 3 PM _ 3 PM to 6 PM _ 6 PM to 10 PM _ 14. When you see the advertisement Nokia cellular phones do you share the additional characteristics of the product with your friend? Yes _ No. _ 13. Nokia advertisements make you to see the advertisement again More frequently _ Somewhat frequently _ Less frequently _ zero frequency _ 12.9. Nokia advertisements exhibit the information about their products. Nokia Company should use any celebrities in its advertisement. Nokia advertisements are designed to which segment of the people? Students _ Officials _ Business people _ Non-workers _ 10. No info. Should Nokia Cellular Phones have to increase the frequency of their advertisement in order to compete with others? Yes _ No. _ Complete info. Nokia Cellular phones represent our culture in the advertisement when compared to other brands. _ If yes what is the media____________________________________________________ 17. _ 11. Do you recall the advertisement of Nokia Cellular Phones when you see some characteristics that are related to the advertisement? Yes _ No. Need _ Not needed _ Must _ Cannot say _ 18.

19. How do you rate the brands advertisement with regard with to the following? . Which brand do you think is the competitor for Nokia in terms of advertisement? Samsung _ L. Style of the advertisement Poor _ Average _ Good _ Great _ Tone used in the advertisement Poor _ Average _ Good _ Great _ Words used in the advertisement Poor _ Average _ Good _ Great _ 20.G. _ Others _ 21. Give some suggestions for Nokia cellular phones to improve the advertisement effectiveness. _ Sony Ericsson. Are the competitors of Nokia are creating advertisements. _ 22. . Yes _ No. which are effective than Nokia.

Rajeev Batra. 11th edition. A. Kogan Page India Pvt. 1997. Pearson Education. Websites:      www.D.com www.BIBLIOGRAPHY Books:      PHILIP KOTLER – MARKETING MANAGEMENT.magindia. Wishwa Prakashan. 5th edition. Farbey – HOW TO PRODUCE SUCCESSFUL ADVERTISING. C.R. Magazines: 4 Ps Business and Marketing. John G.com www..mobiadnews.com www.wirelessadvisor..about. Manendra Mohan – ADVERTISING MANAGEMENT: Concepts & Cases. 2nd edition. Kothari – RESEARCH METHODOLOGY: Methods & Techniques.com www.nokia.inventors. Aaker – ADVERTISING MANAGEMENT. Page 637-661. New Delhi. Page 27. Tata McGraw Hill Publishing Company Ltd.com . Ltd. Myers. David A. Pearson Education. First Edition. 113-126.