Introduction
Advertising is a favorable representation of product and service to make consumers aware of the product. The main purpose & real objective of advertising is to ensure effective communication between the producer and consumer (Chioveanu, 2008). In this marketing assignment help paper, the effectiveness and success of the advertisement of Nokia in the USA will be discussed.
Overview
Nokia is one of the world’s largest manufacturers of mobile phones. Nokia is providing different kinds of mobile handset with unique feature in all over world such as: N8, Lumia 710 and C7-00 etc. Nokia is also spending a lot of money on the advertisement to build brand loyalty and to attract the customers. Starter smart phone-Lumia 710 is one of the mobile handset of Nokia with Microsoft’s window operating system that is more specific and unique window phone. The advertising done by Nokia is effective, because it describes all the feature & benefits of Lumia 710. Nokia has developed a one minute advertisement “How you are different from other” message. Nokia uses different medium of advertising in the USA such as: television, Internet, News paper and website to promote the product. Additionally, Nokia has also released its official ad on YouTube for the advertising of its product in the USA.
It can be stated that this advertisement of Nokia is successful due to all these features of ad campaign.
Execution Methods
As per Assignment Help Melbourne experts, To fulfill all the objectives, these following techniques of execution were used by Nokia in the advertising of Starter smart phone-Lumia 710 in the USA market.
Slice of life
It is an execution method that is used by Nokia in the advertising of Lumia 710. It shows that how the product can help the customers. Slice of life also shows that, Nokia’s Lumia 710 is an important part of the customer’s life and by using this mobile handset; people/customers can solve their life’s problems easily & can enjoy the life.
Life style
This is another important technique of execution that was used by Nokia in the advertising of Lumia 710. This method of execution shows that “how Nokia’s Lumia 710 suits in to a particular life style. In addition, it also suggests that how people can improve their lifestyle and personality by using Lumia 710.
Musical
It is an effective method of execution by which Nokia is integrating music in advertising of Lumia 710. With the help of music, Nokia is attracting customer from the competitors. Developing memory and providing entertainment are the major objectives of musical.
Technical expertise
It is an important tool of execution technique that was followed by Nokia in the advertising of Lumia 710. It should be noted down that technical expertise shows technical aspect of Lumia 710 such as: Microsoft’s window operating system. Describing the technical aspect of the product is beneficial for the customer in understanding the unique feature of product. In the advertising of Lumia 710, Nokia shows the technical benefit of the product.
Scientific evidence
In this method of execution, Nokia shows the scientific evidence of Lumia 710 with the emotional benefits of product that helps Nokia in building the brand image in the mind of consumer. So, scientific information was used in the advertising of Lumia 710 (Liu, 2009).
Testimonial evidence or endorsement
This method of execution is also important that was used by Nokia in the advertising in which a person speaks on the behalf of the product base on his personal experience that add credibility to brand (Kotler, 2010).
Target Market
Target market is a group of people/customer in terms of age, sexual orientation, gender, economic class, religion, ethnicity, or location. Company uses “Everything you need to stay connected, built right in & the imaging every day” that shows emotional benefits of having Lumia 710 with all the benefits of the product to the target market (Nokia Lumia 710USATV advertisement – Everything you need to stay connected, built right in & the imaging every day (2011). In the USA, customer demands for highly innovated, standardized and unique product. So, Nokia has targeted high class of people in the USA. Nokia uses different advertising strategy of differentiation to increase sales in the USA and promote the product in an effective, innovative and unique way.
Nokia has used Slice of life, scientific evidence, and technical expertise and life style methods of execution that are a good match to Nokia’s advertisement to use for the target market. Advertisement message and execution methods used by Nokia show all the aspects of the product feature to attract the target market (Rau & Chen, 2006). Needs and desires of Target Market have been also effectively used in ad’s message and presented through the execution methods.
Determining the target market
Following are the important steps of target market that is used by Nokia to determine its target market.
Target market attractiveness: Attractiveness of target market is assessed on the basis of size of the target market, growth rate and competition, brand loyalty of the existing customers in the target market and sales potential and profit margin (Kotler, 2010).
Target Market Suitability: In this step, capability, objectives, resources, distribution channel and capital investment are assessed to measure the target market suitability.
Selection of Target Market: In this step, company follows factors like, potential, high market growth and matching with organizational resources to select the target market.
Interpretation and Suggestions
Overall, it can be stated that this ad campaign was a successful advertisement by Nokia. For the purpose of promoting the product in the USA market, Nokia uses different kinds of marketing strategies and execution methods. In the USA, the advertising of Lumia 710 is successful due to unique and emotional benefits of the product (Liu, 2009). To achieve the overall advertising objective, Nokia should use effective marketing strategies according to the target market. Along with this, Nokia should follow mood or image & fantasy execution method to increase the market share in the US market.
Conclusion
From the above discussion by Assignment Help Brisbane, it is concluded that Nokia has used different execution techniques to promote Lumia 710 in the USA market such as: scientific evidence and life style. In addition, it is also concluded that firms should follow significant advertising campaign to increase the sale.
References
Armstrong, G., & Kotler, P. (2006). Principles of marketing (11th ed.). Upper Saddle River, NJ: Prentice since.
Brand, B., & Zingerle, J. (2011). The renewable energy targets of the Maghreb countries: Impact on electricity supply and conventional power markets. Energy Policy, 39, 4411-4419.
Chioveanu, I. (2008). Advertising, brand loyalty and pricing. Games and Economic Behavior, 64, 68-80.
Gordon, N. M., & Gerhardt, C. H. (2009). Hormonal modulation of phonotaxis and advertisement-call preferences in the gray treefrog. Hormones and Behavior, 55, 121-127.
Kotler, P. (2010). Principles Of Marketing: A South Asian Perspective, 13/E. New York: Pearson Education Inc.
Liu, L. X. (2009). Historical market-to-book in a partial adjustment model of leverage. Journal of Corporate Finance, 15, 602-612.
Nokia Lumia 710USATV advertisement – Everything you need to stay connected, built right in & the imaging every day (2011). Retrieved February 07, 2012 from http://www.nokiayoutube.com/watch?
Nokia. (2012). Retrieved September 12, 2011 from http://www.nokia.com/home
Rau, P. P., & Chen, D. (2006). Effects of watermark and music on mobile message advertisements. International Journal of Human-Computer Studies, 64, 905-914.
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