Advertising As a Marketing Communication Tool
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Mälardalen University Sweden Spring term 2010 School of Sustainable Development of Society and Technology Bachelor thesis in Business Administration (EFO703) Supervisor: Angelina Sundström Examiner: Ole Liljetors Final Seminar date: 4th June 2010 ADVERTISING AS A MARKETING COMMUNICATION TOOL DIFFERENCES AND SIMILARITIES BETWEEN CUSTOMERS’ PERCEPTION AND COMPANY’S EXPECTATIONS Case study of Swedish telecommunications operator Tele2 AB AUTHORS: ANASTASIYA BOCHKAREVA (870208) KARINA PETROVA(880613) ABSTRACT Title: Advertising as a marketing communication tool. Differences and similarities between customer‟s perception and company‟s expectations. Case study of Swedish telecommunications operator Tele2 AB Authors: Anastasiya Bochkareva - 870208 Karina Petrova - 880613 Engelbrektsgatan 8A Smedjegatan 3 72216 Västerås 72213 Västerås Sweden Sweden [email protected] [email protected] Supervisor: Angelina Sundström Examiner: Ole Liljetors Key Words: Marketing communications; Advertisement; Advertising models; TV Commercials; Customer Perceptions; Consumer Behavior; Company‟s Expectations; Tele2; Black Sheep Frank Institution: Mälardalen University Sweden, School of Sustainable Development of Society and Technology, Box 883, 721 23 Västerås Course: Bachelor Thesis in Business Administration, 15 ECTS-points, spring semester 2010 Problem: What are the differences and similarities between public attitudes and responses towards the series of Tele2 commercials and actual Tele2‟s expectations of customers‟ attitudes towards their commercials? Purpose: The aim of this study is to describe the correspondence between the feelings and reactions customers poses towards the advertisements and the company‟s expectations embodied in the commercial appeal and the communicated message Method: Method includes collection of the information concerning theories, models and Tele2 from different sources; interview with the company to figure out details about the advertising campaign, particularly TV commercials and the survey with a sample of respondents in order to investigate their perception of TV commercials. The retrieved data was analyzed statistically and theoretically according to the selected theoretical framework. Results: The three steps sequence analysis (cognition-affect-conation) revealed that Tele2 was absolutely successful on the middle stage, where the company managed to make people remember and like their commercials. However, the more effort needs to be embodied into the first and the last stages, where the company seems not to understand customers‟ perceptions and expectations fully, according the survey results. It was found out that the advertising campaign was perceived by TV watchers neither informative, nor persuasive. ACKNOWLEDGMENT We would like to express gratitude to our supervisor Angelina Sundström for the guidance and support during our working process. We also appreciate the help of our opponents and we would like to thank them for their advice and valuable tips. We would like to dedicate this paper to our parents: Svetlana Bochkareva and Viktor Bochkarev; Zhanna Petrova and Viktor Petrov. We would like to express additional appreciation to respondent in Tele2, AB as well as to people, who spent their time to help us and fill in the survey. We would like to thank our friends and relatives for their encouragement, care and support. ____________________ ____________________ Karina Petrova Anastasiya Bochkareva Västerås, June 4, 2010 TABLE OF CONTENT ABSTRACT ............................................................................................................................ ACKNOWLEDGMENT ......................................................................................................... TABLE OF CONTENT ........................................................................................................... 1 INTRODUCTION ...........................................................................................................1 1.2 Problem Background ...................................................................................................1 1.3 Problem Specification ..................................................................................................2 1.4 Research Question .......................................................................................................3 1.5 The Aim of the Thesis ..................................................................................................3 2 METHODOLOGY ..........................................................................................................4 2.1 Scientific Methodology ................................................................................................4 2.2 Choice of the topic and the case study object ...............................................................5 2.2.1 Choice of the topic ................................................................................................5 2.2.2 Choice of organization ..........................................................................................6 2.2.3 Choice of respondents ...........................................................................................6 2.3 Data Collection ............................................................................................................7 2.3.1 Literature review ...................................................................................................7 2.3.2 Choice of Theories ................................................................................................8 2.3.3 Interview ..............................................................................................................9 2.3.4 Survey ..................................................................................................................9 2.4 Data Analysis............................................................................................................. 10 2.4.1 Interview ............................................................................................................ 11 2.4.2 Survey ................................................................................................................ 11 2.4.3 Interview and Survey .......................................................................................... 12 2.5 Methodological Issues................................................................................................ 12 2.6 Validity and Reliability .............................................................................................. 14 3 THEORETICAL FRAMEWORK ................................................................................. 15 3.1 Marketing communication mix .................................................................................. 15 3.2 Shannon-Weaver Communication Model ................................................................... 15 3.3 Advertising / Television advertising ........................................................................... 16 3.4 The hierarchy of effects type of models ...................................................................... 18 3.4.1 Lavidge and Steiner Model ................................................................................. 19 3.5 Holbrook and Hirschman Model ................................................................................ 20 3.6 Rossiter-Percy model ................................................................................................. 21 4 EMPIRICAL DATA ..................................................................................................... 25 4.1 Tele 2 Marketing – Black Sheep Frank Commercials ................................................. 25 4.2 Interview Data ........................................................................................................... 27 4.3 Survey Data ............................................................................................................... 28 5 ANALYSIS ................................................................................................................... 38 5.1 The general marketing communication investigation .................................................. 38 5.2 The FRANK CAMPAIGN investigation .................................................................... 39 5.3 Interview and Survey –Summary Chart ...................................................................... 42 6 CONCLUSION ............................................................................................................. 43 6.1 Suggestions for further research ................................................................................. 44 REFERENCES ........................................................................................................................ APPENDIX ............................................................................................................................ I Appendix A - Tele2 Background ............................................................................................ I Appendix B - designs of case study research ......................................................................... III Appendix C – Estimating margin of error on sample survey results ...................................... III Appendix D – Interview Questions ...................................................................................... IV Appendix E - Survey ............................................................................................................