Advertising as a marketing communication tool. : Differences and similarities between customers’ perception and company’s expectations. Case study of Swedish telecommunications operator Tele2 AB

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 ABAuthors: Anastasiya Bochkareva - 870208; Karina Petrova - 880613  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.