Advertising as a Marketing Communication Tool: Differences and similarities between Customer’s Perception and Company’s Expectations (Management Project)

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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.
Source: Mälardalen University
Author: Bochkareva, Anastasiya | Petrova, Karina

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