CHAPTER ONE

INTRODUCTION

1. Background of the study

Advertising is a strong marketing communication tool used by companies and even individuals to promote their products and services. Advertisement involves a sponsor paying for either a space or buying an airtime with the aim of passing a message about an idea, goods or services to a target audience. Advertisement creates awareness about a product and by extension creates an impression in the minds of the audience about such product or services (Morden, 1991). It is one of the four major tools used by companies to persuade buyers through a non-personal mode of communication (Kotler, 1988: p9). Companies venture into knowing the characteristics of their market before sending advert messages. This is necessary because having knowledge of the market data will help the advertiser in packaging messages that will catch the attention of prospective customers, thereafter spur the customers into taking positive actions.

However, the nature of advertising to an extent depends on the size of the market (Doraszelski and Markovich, 2007). From an empirical perspective, advertising affects the satisfaction derived from the consumption of a product.

Global system for mobile communications (GSM) is one of the inventions of Information and communication technology (ICT) that supports the use of telecommunication, and it began independently in England and the United States in1830.

Nokia has been a communication business; though paper communication at the onset. Nokia was established in 1967 by Nokia Company with Finnish Rubber Works and Finnish Cable Works.

In the 60s’, Nokia was into the manufacturing of radio telephones, modems, computers and monitors. The invention of their first mobile phone was in Scandinavia in1981, but the problem with it was that it was huge. To solve this problem, Nokia introduced a portable phone in 1987and phones have continued to be manufactured in more portable forms.

Nokia was the first mobile supplier in terms of sales and marketing in Nigeria. It became a household name in Nigeria as three in five people in Nigeria use Nokia phones. It is very obvious of how strong Nokia products are, plus the lifespan of their batteries and even chargers.

Nevertheless, Nokia is striving hard to maintain its position as the first mobile supplier of mobile communication. As a brand with many competitors, Nokia needs to use advertisement to survive this (Ozo, 1998:85). Nokia the pioneer mobile phone supplier in Nigeria needs to sustain the brand loyalists of its customers. No wonder it launched its first windows phone with the pay-off “The Amazing Every day,” and “Live Adventure Everywhere”; carrying out this campaign on the social media rather than use above-the –line media.

One of the advertising campaigns Nokia used was giving away free wireless charging stations against the invoice via Facebook for each Lumia sold (WParea.de, 2013).

Conclusively, advertisement of products and services tend to do more to the existence of a brand name; and that is why this study is meant to discover that.

1. ORGANIZATIONAL PROFILE OF NOKIA CORPORATION

Nokia Corporation is a Finnish multinational communications and information technology company, founded in 1865. Nokia is headquartered in Espoo, Uusimaa, in the greater Helsinki metropolitan area. In 2014, Nokia employed 61,656 people across 120 countries, did business in more than 150 countries and reported annual revenues of around €12.73 billion. Nokia is a public limited-liability company listed on the Helsinki Stock Exchange and New York Stock Exchange.  It is the world's 274th-largest company measured by 2013 revenues according to the Fortune Global 500.The company is a component of the Euro Stoxx 50 stock market index.

Nokia's official corporate culture manifesto, The Nokia Way, emphasises the speed and flexibility of decision-making in a flat, networked organization.

The official business language of Nokia is English. All documentation is written in English, and is used in official intra-company spoken communication and e-mail.

In May 2007, Nokia redefined its values after initiating a series of discussions worldwide as to what the new values of the company should be. Based on the employee suggestions, the new values were defined as: Engaging You, Achieving Together, Passion for Innovation and Very Human.

In August 2014, Nokia redefined its values after the sale of its Devices business. The new values were defined with the key words Respect, Achievement, Renewal and Challenge.

1. Statement of the problem

Over the last 18 months, Nokia phones seem to have faded off the market. Less is being said on the media about their products and services and this has diverted people’s attention from them into buying other brands of phones. Nokia’s competitors have geared up their effectiveness in diverting the attention of phone users to their brands, thereby relegating Nokia.

However, Nokia feels it has made a name for itself, therefore it slowed down the adverts about its products/services; thereby giving room for its competitors to over-ride it.

1. Aims/ Objectives of the study

The major aim of this study is to discover the effects of advertising campaign in Nigeria (a case study of Nokia entrance into the telephone market).

Other specific objectives include:

1. To ascertain the level of consumer exposure to Nokia mobile phones.
2. To determine if the advertisement of Nokia phones affect the buying habit of consumers.
3. To examine how advertising can be used to build the reputation of a firm.
4. To examine the significant relationship between a company and target audience.
5. To examine other tools Nokia can use in selling its products and services.
6. To determine the most effective media that will support the advertisement of Nokia.
   1. Research questions

1. What is the level of consumer exposure to Nokia phones?  
2. Does the advertisement of Nokia phones affect the buying habit of consumers?
3. Can advertising be used in building the reputation of a firm?
4. Is there a significant relationship between a company and its target audience?
5. Are there other tools Nokia can use in selling its products and services?
   1. Research Hypothesis
6. There is no level of consumer exposure of Nokia phones.
7. There is a level of consumer exposure of Nokia phones.

1.6 Significance of the study/ Justification of the study

This study is meant to educate firms or organizations on the need to employ advertisement tool in other to sell their products and services. It is meant to create awareness on the too many advantages of advertising campaign.

Also, this study is meant to remind media practitioners (copy writers) to be on top of their jobs in writing good contents for their clients.

However, this study will be of advantage to policy makers on how important advertising campaign is to firms.

This study will be of immense benefit to other researchers who intend to know more on this topic and can also be used by non-researchers to build more on their work. This study contributes to knowledge and could serve as a guide for other work or study.

1. Scope/ Limitations of the study

This study covers the effects of advertising campaign in Nigeria with Nokia as a case study.

Limitations of study

1. Financial constraint- Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
2. Time constraint- The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.

1. Definition of terms

Effect: This is a change which is a result or consequence of an action or other cause.

Advertising campaign: This is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication.

Nokia: Nokia Corporation, stylized as NOKIA, is a Finnish multinational communications and information technology company, founded in 1865.

References

Morden A.R. 1991. Elements of Marketing.London: D.P. Publication Ltd.

Kotler, P. 1988. Marketing Management: Analysis Planning and Control.New Jersey: Prentice Hall, Eaglewood Cliff.

Doraszelski, U., & Markovich, S. (2007). Advertising dynamics and competitive advantage. Rand Journal of Economics, 38(3), 557–592.

Janin Ropot, 2013, Nokia's Marketing Strategy- Analysis and Recommondations, Munich, GRIN Verlag, ht tp://www.grin.com/en/e-book/263916/nokia-s-marketing-strategy-analysis-and-recommondations

Ozo, H.C. (1998). Principles and Practice of Advertising. Lagos:Nelag and Company.