impact of advertisement on consumer behaviour.docx

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The impact of Advertisement on consumer behaviour; a case study of Nokia 1
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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 ........................................................................................... 28 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 .................................................................................................................................. 41 Findings and Analysis .............................................................................................................. 41 4.1 Introduction ........................................................................................................................ 41 4.2 Presentation of Data and Analysis ...................................................................................... 42 2
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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 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 3
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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.
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