The impact Advertising has on brand preference for consumers in the mobile phone market - Essay Example

While each component had its role in forming the marketing strategy, promotion essentially meant reaching out to the customer through advertising and media campaigns. In today's world 'promotion' field has been further widened by renaming it as marketing communication. Such a communication now forms a crucial part of managerial activities. This study is an effort towards analysing the mobile phone market in general and to what extent advertising or marketing communication activities help in building brands, creating brand loyalties, increase in sales, cutting costs etc.

How customer perceptions have changed over the years towards going for a product which is seen all over the media space, fliers, signboards etc. will form the cornerstone of preparing marketing strategies for any company. Mobile phone market comprises of a range of brands offering a variety of features at affordable prices, depending upon the requirements of the customer, the market potential and other factors like, local taxes, liberalisation policies etc. To what extent the customer's opinion gets influenced by running advertisement campaigns and how the balance is tilted by celebrity endorsement or the brand ambassadors will be studied through this paper.

Technology is also a critical factor while reaching out to the customer. The advancements in technology has also come out with innovative ideas to reach out to the customer. . The process of globalisation and liberalisation has resulted in uniformity of policies all around the globe, thus providing room for adopting the learning's from one type of market into another. The rapidly changing market dynamics though have kept the companies on their toes. Kotler (1974) termed marketing as a set of human activities directed at facilitating and consummating exchanges.

Advertising helps in influencing the consumer behaviour. While on the one hand the competition helps the consumer in getting worth of the spending, and consumer has a range of alternatives to chose from, companies too have come out with innovative ideas to reach out to the consumer with their products and brands. While analysing the rapidly changing marketing scene, Peircy (2002) terms the emerging scenario as complex, confusing, and paradoxical. The mobile phone market is full of alternatives available with whole lot of features at attractive prices.

This has led to a state where mobile phone companies are trying to include as many features into the small gadget and convert it into a workstation or computer which can be used for talking, listening radio programmes, watching movies, storing mp3 songs and of course in the form of a phone as well. At times, it appears the advertisements tend to confuse a general customer, with so many brands around. It is indeed a very difficult choice for an average consumer to be able to figure out his/her exact needs and look for the appropriate gadget.

How advertising helps or complicates toward facilitating such choices is what matters for the ad-makers worldwide. 4. Aims and ObjectivesMy project shall aim to test the following -