dissertation on creativity in marketing communication of telecom industry effecting the buying...
DESCRIPTION
The main aim of the study is does creativity in advertising make any difference in the perception and buying behavior of the consumers, how it builds brand image and visibility, affecting the buying pattern with respect to telecom sector.TRANSCRIPT
EMERGENCE OF CREATIVITY IN MARKETING
COMMUNICATION OF
TELECOM INDUSTRY AFFECTING THE BUYING PATTERN
OF THE CONSUMERS
BY
NILANKA GHOSH
ENROLMENT NO: 010111146
A DISSERTATION
SUBMITTED TO THE FACULTY OF
GLOBSYN BUSINESS SCHOOL IN PARTIAL FULFILMENT OF
THE REQUIREMENTS FOR THE POST GRADUATE PROGRAM
IN MANAGEMENT
APRIL 2014
Dedicated
To
My Mother, Father, Sister and Friends
Page | i
EMERGENCE OF CREATIVITY IN MARKETING
COMMUNICATION OF
TELECOM INDUSTRY AFFECTING THE BUYING PATTERN
OF THE CONSUMERS
BY
NILANKA GHOSH
Approved
Internal Guide
Prof. Amitabha Ghose
(Asst. Professor Marketing)
Page | ii
CERTIFICATE FROM INTERNAL GUIDE
Date: 17/04/2014
The Dean
Globsyn Business School
XI-11 & 12, Block – EP, Sector –V
Salt Lake Electronics Complex
Kolkata 700091
West Bengal
India
Dear Sir,
Sub: Candidate for Post Graduate Program in Management
I have the pleasure of forwarding the following project dissertation.
1. Name of the Candidate: Nilanka Ghosh
2. Title of Study: “Emergence of Creativity in Marketing Communication of Telecom
Industry Affecting the Buying Pattern of the Consumers”
3. Date of Submission: 17/04/2014
4. Specialization Field: Marketing
5. Pages in Study: 23
I further certify the following:
The candidate has completed the work to my satisfaction
This is an original work of the candidate and to best of my knowledge has not been
published anywhere else
The use of existing works have been duly acknowledged
The candidate has spent a minimum of 30 hours while conducting the study
The dissertation may now be evaluated for the purpose of awarding Postgraduate
Diploma.
Yours sincerely,
Internal Guide
____________________________
Prof. Amitabha Ghose
(Asst. Professor Marketing)
Page | iii
DECLARATION OF ORIGINALITY
This is to declare that the work is entirely my own and not of any other person,
unless explicitly acknowledged (including citation of published and unpublished
sources).
The work has not previously been submitted in any form to Globsyn Business
School, or to any other institution for assessment for any other purpose.
I further declare that I have devoted a minimum of 30 hours to study the topic.
Name: Nilanka Ghosh
Enrolment Number: 010111146
_______________________
Date: 17/04/2014
Page | iv
ACKNOWLEDGEMENT
I take this opportunity to express my profound gratitude and deep regards to my
guide Professor Amitabha Ghose for his exemplary guidance, monitoring and
constant encouragement throughout which helped me in completing this task
through various stages.
I would also like to express a deep sense of gratitude to Prof. Kisholoy Roy and
my friends Sayon Biswas and Rajib Biswas for their constant encouragement
and help without which this assignment would not be possible.
Page | v
INDEX
Approval Note ........................................................................................................................................ i
Certificate from Internal Guide ........................................................................................................... ii
Declaration of Originality ................................................................................................................... iii
Acknowledgement ............................................................................................................................... iv
Table of Content...……………………………………………………………………………………..v
List of Table ....………………………………………………………………………………………..1
List of Figure……..……………………………………………………………………………………2
List of Exhibits….…………..…………………………………………………………………………2
Bibliography ...…..…………………………………………………………………………………...21
Appendix ……...……………………………………………………………………………………...22
Page | 1
Table of Contents
ABSTRACT ............................................................................................................................... 3
CHAPTER 1 .............................................................................................................................. 4
Introduction ............................................................................................................................ 4
1.1. Background of the Study ............................................................................................. 4
1.2. Area of the Study ......................................................................................................... 5
1.3. Aim and Objective of the Study .................................................................................. 7
CHAPTER 2 .............................................................................................................................. 8
Literature Review ................................................................................................................... 8
CHAPTER 3 ............................................................................................................................ 10
Data and Methods................................................................................................................. 10
3.1. Data Used .................................................................................................................. 10
3.2. Methods and Techniques ........................................................................................... 10
CHAPTER 4 ............................................................................................................................ 11
Research Findings ................................................................................................................ 11
4.1. Objective I: ................................................................................................................ 12
4.2. Objective II: ............................................................................................................... 14
4.3. Objective III ............................................................................................................... 17
4.4. Objective IV: ............................................................................................................. 18
CHAPTER 5 ............................................................................................................................ 20
Conclusion ............................................................................................................................ 20
6.1. Recommendations ..................................................................................................... 20
BIBLIOGRAPHY .................................................................................................................... 21
APPENDIX .............................................................................................................................. 22
Questionnaire ....................................................................................................................... 22
Page | 2
List of Tables
Table 3.1. Primary Data ........................................................................................................... 10
List of Figures
Figure 1.1. - Market Shares Indian Telecom Sector .................................................................. 6
Figure 1.2. Subscriber Base of Indian Telecom Sector ............................................................. 6
Figure 2.1. Elements of Communication Process ...................................................................... 8
Figure 4.1. Number of Subscribers .......................................................................................... 11
Figure 4.2. Source of Awareness about the Telecom Service Provider................................... 12
Figure 4.3. Impact of Advertisement of Telecom Service Provider on Purchase Behavior .... 13
Figure 4.4. Type of Telecom Service Provider Advertisements Attracting to the Consumer . 13
Figure 4.5. Creativity in communication help in Remembrance of the Brand ........................ 17
Figure 4.6. Creativity in communication helps in building Brand Image ............................... 18
Figure 4.7. Creativity in communication helps in building brand visibility and acceptance... 19
List of Exhibits
Exhibit 1.1. Airtel Advertisements ............................................................................................ 4
Exhibit 1.3. Vodafone Advertisements ...................................................................................... 5
Exhibit 1.2. Idea Cellular Advertisements ................................................................................. 5
Page | 3
ABSTRACT
Title of Study: “Emergence of Creativity in Marketing Communication of Telecom
Industry Affecting the Buying Pattern of the Consumers”
The purpose of the study is to find out the “Emergence of Creativity in Marketing
Communication of Telecom Industry Affecting the Buying Pattern of the Consumers”. The
study is further divided into four objectives:
To understand the role of creativity in communication affecting the buying pattern in
the telecom sector
How advertisements by telecom companies are breaking the clutter and coming up
with new ideas and innovations
Does creativity in communication helps in remembrance of the brand with respect to
telecom sector
Does creativity in communication help in building brand image and visibility,
affecting the buying pattern with respect to telecom sector
This aim has been reached by using a descriptive statistical analysis with some graphical
interpretation and through investigation of primary and secondary data. The data has been
gathered from 62 odd respondents within the age group of 21 – 40; on the basis of their
responses the project has been performed. The secondary data has been taken from reliable
sources.
The main results of the study have shown that creativity in communication affects the buying
pattern in the telecom sector. However, it was found out that it doesn‟t effects more on the
brand visibility. Therefore, it is recommended that the telecom players should focus of the
brand visibility part in their communication.
Page | 4
Introduction
1.1. Background of the Study
1.2. Area of Study
1.3. Aim and Objective of the the Study
CHAPTER 1
1.1. Background of the Study
In today‟s market each & every firm is selling identical products, which are differentiated by
brands. The sole aim of every company is to promote their brands using different strategies in
order to earn revenue and to occupy a major market share. According to the “consumer
reports” a person encounters approximately 247 images per day, but probably do not notice
even half of them, neither gets exposed to it. This means that mere proximity or visibility of
the message is not sufficient for the customer to notice it. Since it is not possible for the
human brain to process so many messages all at once, the viewer often finds it difficult to
decode the message communicated by the company, and thus the purpose of the whole
communication goes in vain and gets wasted.
Source: (Consumer Reports)
In order to stay ahead in the rat race and to grab the attention of the mass, the advertising
agencies are coming up with newer creative and innovative ideas. For example the Airtel‟s
“Jo tera hai wo mera”, Zoozoo characters used by Vodafone India Ltd, on the other hand Idea
Cellular providing a social message in there communication and many more. The creative
communication thus established by the companies etches itself in the mind of the customers
enabling them to relate to the brand and its purpose. An effective communication is one of
the biggest tools in order to create a market for the product.
Exhibit 1.1. Airtel Advertisements
Page | 5
Exhibit 1.3. Idea Cellular Advertisements
1.2. Area of the Study
Advertising is a medium of information. It should be attractive enough to draw attention of
the target audience and persuasive enough to motivate a consumer to take a purchase
decision. The Advertising firm adopts various ways to make their communication attractive
and distinct from other. The famous quote said by David Ogilvy “If it doesn’t sell, it isn’t
creative”. The companies are using various approaches; such as emotional appeal, fear appeal
using social message, dramatization, use of characters, jingles, animations etc. to inform and
attract the target group, which is termed as creativity. The project will be dealing with the
“Emergence of Creativity in Marketing Communication of Telecom Industry Affecting
the Buying Pattern of the Consumers”.
The Indian Telecommunications Industry is second the largest telecom network in the world
with 898 million connections (as on August 2013 - IBEF). During pre-liberalization the
telecom service was under the monopoly of public sector. In the post liberalization era the
government allowed the private participation in all segments of the telecom industry which
leads to the entry of new national and international players in the market. The telecom
industry was getting saturated, which made it to reach the maturity stage.
Some of the major market players in Indian Telecom Sector are as follow:
Bharti Airtel
Vodafone
Idea Cellular
Reliance Communication
BSNL
Tata Tele Services
Aircel
Uninor
MTS
Exhibit 1.2. Vodafone Advertisements
Page | 6
The figures given below shows the market share and subscriber base of Indian telecom as on
June 2013
Figure 1.1. - Market Shares Indian Telecom Sector
Figure 1.2. Subscriber Base of Indian Telecom Sector
Source: (TRAI, 2013)
The marketing communication is a crucial tool to gain more customers and market share the
firms started to shift from the traditional way of communication to innovative and creative
ways to approach the mass.
22%
18%
14% 14%
13%
7% 7% 4%
1%
Market Shares as on Jun-13
Bharti Airtel
Vodafone
Reliance Comm
Idea Cellular
BSNL
Tata Tele Services
Aircel
Uninor
MTS
194.19
155.08
126.98 124.97 117.88
66.1 60.97
32.3 9.82
BhartiAirtel
Vodafone RelianceComm
IdeaCellular
BSNL Tata TeleServices
Aircel Uninor MTS
Subscriber Base as on june 2013 (in millions)
Page | 7
1.3. Aim and Objective of the Study
The main aim of the study is “Does creativity in advertising make any difference in the
perception and buying behavior of the consumers”.
The objectives of the study are as follow:
To understand the role of creativity in communication affecting the buying pattern in
the telecom sector
How advertisements by telecom companies are breaking the clutter and coming up
with new ideas and innovations
Does creativity in communication helps in remembrance of the brand with respect to
telecom sector
Does creativity in communication help in building brand image and visibility,
affecting the buying pattern with respect to telecom sector
In the next chapter we will see some of the existing research and works related with role of
creativity in marketing communication
Page | 8
Literature Review
Communication Model – Philip Kotler(2009), Tony Proctor (1996)
Massie and Anderson (2003, p. 223-228) - “Integrating communications: is the
ideal achievable?”
Sara Rosengren, Micael Dahl´en, and Erik Modig (2013, p. 42(4), 320 –330) -
“Think Outside the Ad: Can Advertising Creativity Benefit More Than the
Advertiser?”
CHAPTER 2
The interesting development in this field is due to increasing fragmentation of media. TV,
radio, newspapers and magazines, hoarding and bill boards, direct marketing, internet and
social media etc. have made advertising more complex and challenging. The fragmentation of
media also calls for creativity in various kinds of messages catering to different audience
segments.
o Communication model
Kotler (2009, p. 461-462) described that a message is sent through a channel of
communication to its destination. The receiver of the message will give feedback to
the originator in order to confirm that the message has been understood correctly. The
clearness of reception and feedback is deformed by „noise‟ in the system.
Tony Proctor (1996, p. 351) explained that noise is produced by several of factors. These
include other messages which are being sent to the recipient. Another factor is the
communication between other people.
The communication process can be explained with the help of the diagram given bellow:
Figure 2.1. Elements of Communication Process
Source: (Philip Kotler, 2009)
Page | 9
From the above discussion, it can be presumed that there are several challenging stimuli that
can divert and prevent a consumer from obtaining the message of the communication. The
firms should design an effective communication which will help to overcome the noise, so
that the consumer can receive the message properly.
(Philip Kotler, 2009) (Proctor, 1996)
Massie and Anderson (2003, p. 223-228) stated in “Integrating communications: is
the ideal achievable?” That getting people to consider purchasing a product or service
can be achieved through attraction to their cognitive processes. Some customers need to
arouse their desire, indicate a need or offer a logical reason why such products or service
offer the best means of satisfying a need.
(Massie, 2003)
Sara Rosengren, Micael Dahl´en, and Erik Modig (2013, p. 42(4), 320–330) figured
out in “Think Outside the Ad: Can Advertising Creativity Benefit More Than the
Advertiser?” Advertising creativity benefits consumers by making them better at
creatively solving unrelated tasks. It also allows them to derive greater value from the
context in which they take part of the advertising. In enhancing the processing and
perceived value of the media context, advertising creativity could thus benefit both
consumers and media owners.
(Sara Rosengren, 2013)
The inferring from the above studies it can be revealed that creativity plays a role in creating a
desire among the target group & driving them to buy the product. It also helps in breaking the
clutter by overcoming the noise in communication. Creativity helps in creating an effective
communication.
Page | 10
Data and Methods
3.1. Data Used
3.2. Methods and Techniques
CHAPTER 3
The research will be done on the basic of primary and secondary data. The primary data are
collected with the help of a questionnaire consisting of questions which help to find the
desired objectives of the study. Descriptive statistics has been used to analyze the data
gathered from the responses in order to find the result of the research. Some of the secondary
data will be used to find out how company advertisements are breaking the clutter and are
coming up with new ideas and innovations. The secondary data will include a detailed
evaluation of the communication of the telecom companies gathered from company websites
and other reliable sources.
3.1. Data Used
Primary Data
Sample size
62
Male – 36
Female – 26
Age Group: 21 – 40
Sampling method Non probability convenient and
snowball sampling
Research Instrument Questionnaire
Table 3.1. Primary Data
Secondary Data
Telecom Company websites and other reliable websites (Campaign India & Telecom
Talk)
3.2. Methods and Techniques
The research will be done by a descriptive statistical analysis of the responses. Each and
questions will be critically analyzed to understand the objectives of the study. Some of the
secondary data are also taken to examine and interpret how the telecom companies are
companies advertisement are breaking free the clutter and are coming up with new ideas and
innovations.
Page | 11
Research Findings
4.1. Objective I: To understand the role of creativity in communication affecting the
buying pattern in the telecom sector
4.2. Objective II: How advertisements by telecom companies are breaking the clutter
and coming up with new ideas and innovations
4.3. Objective III: Does creativity in communication helps in remembrance of the
brand with respect to telecom sector
4.4. Objective IV: Does creativity in communication help in building brand image
and visibility, affecting the buying pattern with respect to telecom
sector
4.2.
CHAPTER 4
The following study is done on the basis of a survey on 62 odd people using different telecom
service. Airtel has the highest number of subscribers i.e. 16 out of 62. Vodafone comes next
to it with 14 subscribers followed by Idea cellular and other companies. MTS has the less
number of users among all.
The subscriber ratio can explain in a better way with the help of a bar chart (Figure 4.1) given
bellow:
Figure 4.1. Number of Subscribers
16
14
8
6
9
4
1
4
0
2
4
6
8
10
12
14
16
18
Airtel Vodafone Idea Aircel TataDoCoMo
Reliance MTS BSNL
Page | 12
4.1. Objective I:
To understand the role of creativity in communication affecting the buying pattern in
the telecom sector
The main objective of the communication is to provide information about the product and
making them aware about it. The respondents were asked that how they are getting aware
about the various telecom operators is it through advertisements, by peer group (includes
friends & family) who might act as an opinion leader, by retailer or with the help of other
promotional activities (includes BTL activities done by the companies)
It was found out that 58% of the respondents are getting aware with the help of advertising,
29% are getting aware by peer group and the rest are getting informed through retailers and
other promotional activities. Hence we can say that Advertisement plays a big role in creating
awareness among the consumers
Figure 4.2. Source of Awareness about the Telecom Service Provider
In order to test the effectiveness of the advertisement among the consumers the respondents
were asked “Does exposure to telecom advertisements impacts your purchase behavior?”
Among all 19 strongly agreed the statement, 22 agreed whereas 14 were neutral that it may or
may not affect their exposure towards telecom ads impacts on the purchase behavior. So
going with the majority we can say that advertisement creates an impact on the purchase
behavior.
The above discussion regarding the impact of advertisement of telecom service provider on
the purchase behavior can be explained with the help of a graphical representation given
bellow (Figure 4.3).
58% 29%
8% 5% Advertisement
Peer group (Friends &Family)
Retailer
Other Promotionactivities
Page | 13
Figure 4.3. Impact of Advertisement of Telecom Service Provider on Purchase Behavior
In the above discussion we have seen the role of communication in creating awareness and
affecting the purchase behavior of the consumer. Now we will see the role of creativity in the
communication.
“What really decides consumers to buy or not to buy is the content of your advertising, not
its form” – David Ogilvy
The content of communication or the message of the advertising is a crucial element which
should be taken care during the designing of the communication. The respondent were asked
in the survey that does creativity in advertisement of telecom service provider attracts them,
73% of them responded that Yes they are attracted by creative advertising whereas 27%
where not in the favour.
So we can find out that creativity plays a role in the communication of telecom sector. The
above discussion can be explained with the help of a pie chart (Figure 4.4)
Figure 4.4. Type of Telecom Service Provider Advertisements Attracting to the Consumer
19
22
14
7
0
0 5 10 15 20 25
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
73%
27%
Yes
No
Page | 14
4.2. Objective II:
How advertisements by telecom companies are breaking the clutter and coming up with
new ideas and innovations
Creativity is one of the most commonly used terms in advertising. To break through the
clutter and create uniqueness the advertisement should generate fresh, innovative and
appropriate ideas which will be able to attract and entertain the target group.
In order to get more and more subscribers the telecom companies are adopting various
innovative approaches which helping them to differentiate them and break the clutter, which
will help to attract and make an impression on the target audience. The companies are
adopting different ways such as using emotional appeals, fear appeals, adding humor, using
dramatization, providing social message, using of characters, jingles, animations etc. in their
advertisements. The companies are using traditional media vehicles (T.V, radio, OOH etc.) as
well as modern media vehicles (social media, website, direct mails etc.) to deliver their
message to the mass. The selection of proper media vehicle also plays a vital role in an
effective communication. In order to reach to the mass the companies are adopting both
central route and peripheral route to engage more consumers.
A detail interpretation of advertisement strategy adopted by various telecom service providers
is been discussed below:
Bharti Airtel
Bharti Airtel has always tried to use celebrity in there advertisements like Sachin Tendulkar,
AR Rahman and Shahrukh Khan to endorse their brand. The company has always tried to put
human relations and emotions in their communication, through its advertisements focusing on
the emotional content.
The company has traveled a long way with its signature tune composed by AR Rahman in
the year 2002, to the latest campaigns inspired by the theme of friendship.
In the 2010, company launched a new signature tune and its new logo with “Dil Jo
Chahe Paas Laaye” campaign. The initiative was taken to target the corporate and post-
paid subscribers with its new communication.
In 2011, the company came with “Har Ek Friend Zaroori Hota Hai” campaign with a
same signature tune modified to focusing more on the youth and targeting itself as the
friendship brand. The campaign was a huge success & since then, Airtel‟s campaigns
have been inspired by the theme of friendship.
Next year in 2012, company launched the latest Ad campaign which complemented the
earlier ad, focusing on the friendship – “Jo Mera Hai Who Tera Hai”, which is again a
hit amongst the viewers and its customers.
Page | 15
Recently the company is trying to promote it Virtual Wallet i.e. Airtel Money showing a
relation of a father and son. Through the ad the company is trying to show the benefits of
the product.
In all of its communication the company had always tried to bring an emotional appeal,
focusing on the relationship among family and friends.
Source: Airtel.com
Vodafone
The Vodafone is always known for its innovative and creative series of advertisements.
When it was under the name Hutch it used a pug dog with a child portraying that “Where
ever you go our network will follow”, it was one of the most successful advertisement done
by the company. When the company was acquired by Vodafone the company used the same
pug dog to portray that “Hutch is now Vodafone” the company also came with the new
advertisement “Happy to help” portraying the same pug dog.
In the year 2008 the company came with the most innovate ad campaign done in the history
of Indian advertisement. “Zoozoo” the character which was brought during the IPL season in
order to promote companies VAS(Value Added Service) related services. The campaign was
one of the most successful and accepted communication done by the company. The character
zoozoo also got penetrated with the help of Viral Marketing done via social media. The
company also started merchandising the zoozoo doll through Shopperstop. The company had
always used a humor appeal in this campaign.
Apart for this the company also uses humor and emotional appeal based advertisement to
showcase it product.
So it can be interpreted that Vodafone has used mainly used diffrent character in their
advertisement campaign – Pug dog & Zoozoo. With the help of these characters the company
has used to create an image and USP in the market.
Source: (Vodafone) (campaignindia)
Idea Cellular
Idea Cellular is well known for its off-track advertisements. The company always tries to
address societal issues by offering a simple telephony solution. The company well known for
its famous tag line “What an Idea Sirjii”. Idea has always used Abhishek Bachchan as it
endorser to promote its brand, it mainly uses social theme based advertisement in its
communication such as Caste War, Education for All, Democracy, Save Paper, Break the
Language Barrier, Population Control, Consumer Awareness etc.
The company also came with humorous jingle “Honey Bunny” showing the Idea network
coverage in the country by mentioning the different regions of the country. The jingle got a
great response and was viral among the mass.
Page | 16
The advertising campaigns done by the Idea Cellular demonstrate the power of an idea by
looking at mobile telephony and what it can do for our lives. The company has always tried
to correlate a new idea with it communication.
Source: (Idea_Cellular) (campaignindia)
Reliance Communication
Reliance Communication has always tried to highlight the core value of the group- bringing
products to customers that fulfill their needs with unceasing affordability. In their old
communication company had tried to portray the image of Mr. Dhirubhai Ambani and his
dream latterly it started using celebrity endorsement in their communication. The company
has featured many celebrities including Virendra Shewag, Hrithik Roshan, and recently
Anuska Sharma and Ranvijay Singh as there brand ambassador.
Source: (Telecomtalk) (Reliance_Communication)
Tata Tele Services
Tata Tele Services is commonly known as Tata DoCoMo. The company has used types of
elements like jingles, animations, humors in their communications. Tata DoCoMo has also
used celebrity endorsement - Ranbir Kapoor in their advertisements during the 2013 IPL
tournament to endorse itself
In their communication DoCoMo has always tried to put a humor to attract it target group.
Recently the company has with a series of advertisement with a theme “Open Up”.
Source: (Telecomtalk)
Aircel
Like other companies Aircel is also made a mark in field of advertising with their Save Tiger
initiative advertisement campaign the company had tried to convey a social message to the
society. Aircel has used MS Dhoni the Indian cricket team captain to endorse their brand.
Apart from the Save Tiger initiative the company has also launched a series of innovative
advertisement campaign like “Little Extra” and many more creative advertisements.
The company had always tried to put and emotional appeal in their advertisements to attract it
prospects.
Source: (Aircel) (Telecomtalk)
Page | 17
MTS
Still being the last in the race, MTS has always left a mark of creativity in their
advertisements. The company had launched a series of innovative campaigns. It has always
tried to target the fast moving life youth segment of the society
Recently the company has come with the new concept of “Internet Baby” targeting the birth
of net generation of internet.
Source: (campaignindia)(Telecomtalk)
So from the above discussions we are able to see each and every telecom service provider are
adopting newer way to communicate its message to the audience, they are also using various
creative platforms to reach to the mass and making the message effective.
An effective advertisement also helps to create an USP and build the brand image of the
product in the market, which will be discussed in the next objectives.
4.3. Objective III:
Does creativity in communication helps in remembrance of the brand with respect to
telecom sector
In the previous chapters we have seen the importance of an effective communication in
marketing. An effective also help in brand recall, it help helps a consumer to relate a brand
during purchase.
In the following survey it was asked that “Does the creativity & uniqueness of
communication by a telecom operator help you to recollect the brand?”
Figure 4.5. Creativity in communication help in Remembrance of the Brand
27
21
10
3
1
0 5 10 15 20 25 30
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Page | 18
From the above data (Figure 4.5) it can be understood that maximum number of peoples
agrees that creativity in the communication helps a consumer to remember the brand which
creates a brand recall at the time of purchase of the product.
4.4. Objective IV:
Does creativity in communication help in building brand image and visibility, affecting
the buying pattern with respect to telecom sector
The brand image is defined as the perception and beliefs held by consumers, as reflected in
the associations held in the consumer memory (Philip Kotler, 2009). Communication helps in
providing information about the brand and it benefits.
On the basis of the following survey it was revealed that majority of the population believes
that creativity helps to builds a brand image among the consumer regarding the brand
(telecom service provider). A better image helps to create a good perception among the
consumers and also motivates him to buy the product.
The above discussion can be explained with the help of the graphical representation given
bellow (Figure 4.6)
Figure 4.6. Creativity in communication helps in building Brand Image
In the following survey it was also asked that “Does creative advertisement helps in
generating brand visibility and acceptance of a telecom service provider?” Among 62
respondents 23 of them strongly agrees that creativity affects the brand visibility and
acceptance whereas 21 responds where neutral which mean creativity may or may not affect.
(See Figure 4.7)
20
27
10
4
1
0 5 10 15 20 25 30
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Page | 19
Figure 4.7. Creativity in communication helps in building brand visibility and acceptance
So from the above discussion we can get a picture of role of creative affecting the buying
pattern in the telecom sector. The aim behind the developing of creative advertisement is to
reach to its target audience in an effective way. It also helps to create a brand image and USP
of the brand (telecom service provider). The innovation and creativity not only differentiating
telecom service provider but is also creating a brand recall.
It was also seen that how the companies are coming with newer ways and ideas to attract and
entertain the mass, which is affecting the buying process.
23
9
21
8
1
0 5 10 15 20 25
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Page | 20
Conclusion
6.1. Recommendations
CHAPTER 5
Taking together all the objectives discussed in the previous chapter, we have got the impact
of Creativity in the advertisement of telecom sector affecting the buying pattern of the
consumer. So on the basis of the data and the comparative study done we can conclude that:
An effective communication affects the buying pattern in the telecom sector, and
creativity has a vital role in making it effective.
Telecom service provider are adopting a newer way to communicate its message to
the audience, they using different creative platforms to reach to the mass and making
the message effective
Creativity in communication has a significance in remembrance of the brand with
respect to telecom sector
Creativity in communication also helps in building brand image, affecting the buying
pattern with respect to telecom sector
It was also found out that creativity in communication doesn‟t affects more on the
brand visibility
6.1. Recommendations
In above we have found that Creativity in communication doesn‟t effects more on the brand
visibility so the firms should work on the brand visibility part by showcase the brand. It was
also seen many people gathers information from their peer group, this peer groups act as an
opinion leader, the company should focus on this group in order to earn more market share. It
is also revealed that companies are designing their advertisements on the basis of the need
and requirement of the market. So the companies like BSNL and Reliance communication
should go with the motion the market is moving on.
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BIBLIOGRAPHY
Reports
Retrieved from Consumer Reports: www.consumerreports.com
TRAI. (2013, December 02). http://www.trai.gov.in/. Retrieved from TRAI:
http://www.trai.gov.in/WriteReadData/PIRReport/Documents/Indicator20Reports20-
20Jun-02122013.pdf
Books
Philip Kotler, K. L. (2009). Marketing Management. Pearson.
Proctor, T. (1996). Marketing Management. Thomson Business Press, London.
Journals
Massie, L. &. (2003). „Integrating communications: is the ideal achievable?‟, Corporate
Communication. An International Journal, vol. 8, no. 4, 223-228.
Sara Rosengren, M. D. (2013). Think Outside the Ad: Can Advertising Creativity Benefit.
Journal of Advertising, 42(4),, 320–330.
Websites
Aircel. Media. Retrieved from Aircel.com: www.aircel.com
campaignindia. Retrieved from http://www.campaignindia.in/
Idea_Cellular. media-centre. Retrieved from ww.ideacellular.com:
http://www.ideacellular.com/media-centre/
Telecomtalk. Telecomtalk. Retrieved from Telecomtalk: http://telecomtalk.info
Reliance_Communication. News & Media. Retrieved from www.rcom.co.in:
http://www.rcom.co.in/
Vodafone. Media Room. Retrieved from www.vodafone: www.vodafone.in
Page | 22
APPENDIX
Questionnaire used to collect primary data
Emergence of Creativity in Marketing Communication of Telecom
Industry Affecting the Buying Pattern of the Consumers
Name:
Age:
Gender:
1. Which is your telecom operator?
o Airtel
o Aircel
o Vodafone
o Idea
o BSNL
o Tata DoCoMo
o MTS
o Reliance
2. Your awareness about your telecom operator comes through
o Advertisement
o Peer group (Friends & Family)
o Retailer
o Other Promotion activities
3. Does exposure to telecom advertisements impacts your purchase behavior?
(1) Strongly agree (2) Agree (3) Neutral (4) Disagree (5) Strongly
disagree
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4. Does creativity in advertisement of telecom service provider attracts you more?
o Yes
o No
5. Does the creativity & uniqueness of communication by a telecom operator help you to
recollect the brand?”
(1) Strongly agree (2) Agree (3) Neutral (4) Disagree (5) Strongly
disagree
6. Creative advertisements helps build a better brand image of a Telecom service provider
(1) Strongly agree (2) Agree (3) Neutral (4) Disagree (5) Strongly
disagree
7. Creative advertisement helps in generating brand visibility and acceptance of a telecom
service provider.
(1) Strongly agree (2) Agree (3) Neutral (4) Disagree (5) Strongly
disagree