An Analysis of the Methods of Advertising for Mobile Phone Nokia

Advertising Leads Nokia Win the Game

The mobile phone seems to be a necessity in today’s world and is probably the most popular personal belonging alongside the key and wallet. Among all mobile phone brands, Nokia is no doubt the most famous one. The industry leader continues its innovative and creative ideas; had released its newest fashionable and yet functional model Nokia 7210. The Nokia full-color display 7210 is sensual inside and out. Under its curvy and colorful body are features like Tri-band GSM which allows you to stay connected almost anywhere and polyphonic ringing tones.

Other features include the Multimedia Messaging Service by which one can send visuals and sound attachments, an internet browsing function, the capacity of increasing phone functionality by downloading applications through the internet, a pre-install FM radio, and also an additional camera headset that allows the user to take pictures with the phone (Feature). With all these ostentatious functions and its swish-looking, one can easily tell that the Nokia 7210 is aiming the young people as its market targets.

To be competitive in the youth market, advertising is of essential importance, and that is what Nokia good at for years.

Nokia’s story of becoming a giant and the leader in the industry is of no ordinary. Starting from a manufacturer of paper in Finland, the corporation had transformed its role several times and had had its finger on the cable works, electronic devices, and telecommunication areas. Although the corporation was multi-operational, its contribution to telecommunication was the most outstanding one.

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At the beginning of the 90s, Nokia decided to concentrate on telecommunication only and thus divested all the non-core operations. As the market for mobile phones expanded by times, Nokia became the largest manufacturer in the industry (History) and the world leader in communication (mentor.com). As Dan Steinbock reveals the success of Nokia, he suggests that the ingredients that drive the corporation’s success include bold strategies, innovation, a collective leadership, and so on, but the most important secret to Nokia’s success and the most enduring one as well may well be its ability and willingness to listen to the customers (Steinbock). In Nokia’s words, it is the ability to recognize and exploit the opportunities created by continuous technological and market change (Nokia).

One way to cope with the changes in the market is to lead the direction of the trend. As John E. Calfee describes, it [advertising) is a tool for communicating information and shaping markets (Calfee). With a heavy amount of advertisements, Nokia not only has its finger on the pulse of the market but often knows what the customer wants, even when the customer is not yet aware of this (Steinbock). Nokia had put a great effort into advertising each of its products in the past, either by magazine advertisements, TV commercials, or sponsoring movies. The Nokia 7210 is of no difference. When the phone firs product came out in Europe and Asia-Pacific region, a series of advertisements followed.

Advertisements in Europe focus on their sense of fashion. A series of press advertisements under the product European slogan, A Sign of Attitude (Europe 7210), appears on magazines and posters everywhere. Nokia phones are well known for their colorful covers, and once again the ads emphasize the Nokia 7210’s bright body colors. In a series of print ads in Britain, the description of the phone is as follows: A sign of attitude, the new Nokia 7210 features a seductive design available in nine sensual colors and a range of Xpress-on covers (Sense). Each color is expressed as a unique sign of attitude, namely, orange for passion, red for ambition, yellow for intensity, blue for instinct, and grey-green for fashion (Visit4info). Each of the ads shows a particular person’s face with special graphic effects and a reflection of the phone’s funky keypad on their nose bridges. These visually rich graphics, as the ads say, do a great job of stimulating the senses (Senses) and of making the phone represent a trend of fashion.

Advertisements in Asia, in contrast, concentrate more on the phone’s extraordinary functions. The title of the Nokia 7210s website on the Nokia Asia-Pacific Homepage, It might change your life (Asia 7210), indicates how the multifunctional phone could change one’s ways of living. I found two advertisements in a Hong Kong magazine. The first one focuses mainly on the ability to take pictures of the phone. Its title is Capture and Share the Colour (Capture), which refers to the phone’s photographic capacity and full-color display. There are several pictures of the portable camera headset and detailed depictions of how to send photos through the mobile phone network, and also a few sample photos of smiling faces and Christmas tree and presents, to show the readers how cool the phone and the accessory look, and how much fun and convenient the new function is (Capture and Share Colour).

The second advertisement is a joint Christmas discount promotion with MasterCard. It is about a young lady holding an opened present box in which is a Nokia 7210 and with her a young man whose face is full of lipstick marks as a result of being kissed. Its phrase tells the story: Give her a $3200 phone: $1700. Give her a $500 camera headset: $0. buy-one-get-one-free movie tickets: $60. Surprise kiss: Priceless (Surprise Kiss). What the ad tries to say is obvious that with the credit card one will have a great amount of discount and that the Nokia 7210 will be the best present for his girlfriend. Indeed, many of my friends in Hong Kong did consider that it was a good deal to purchase the phone with MasterCard and that the Nokia 7210 was one of the best presents for either their friends or themselves.

Nokia is not the first one to introduce a fashionable, color-screened, and photo-taking mobile phone. Phones like Samsung ICES 2003 and Ericsson T68i also have what Nokia 7210 has and were available earlier. So, why did people wait for Nokia while Samsung and Ericsson were out there? The reason why the Nokia 7210 can stay competitive even though it was behind is that, unlike other brands, Nokia started to advertise the product way before its existence. Pictures of the phone and detailed descriptions of its functions were on the Nokia homepage as well as in magazines a year before it was available. Posters of the Nokia 7210 were posted on the walls in the subway stations while the Ericsson T68is were in the display windows of the mobile phone stores. The long-awaited phone makes people patient about its existence. Many of my friends decided to buy the Nokia 7210 when they first saw it on the Internet and decided to wait for their dream phone even until the Ericsson T68i was available. It seems that Nokia had won the competition before has its product compete with others in the market.

As Roland Marchand says, every means to reach the consumers and persuade them to believe a product could change their lives are the way of winning the game (Marchand). Whether by emphasizing fashion or function, Nokia had done a great job in sending messages to the Nokia 7210 target group the younger generation. The advertising strategies made the Nokia 7210 appear to be a dream phone for many people and also the best Christmas present.