Gunter和Furnham（2014）指出，改变消费者行为和提高产品意识是产生现代竞争市场环境的来源。它通过提供具有最需要的特性，特性和质量的产品或服务来提供更新的品牌来吸引客户。因此，这种日益激烈的市场竞争是基于其传统的营销活动来摧毁更大组织在市场上的垄断优势。必须指出的是，在提高对产品的认知度方面改变消费者行为，是改变现代一代产品或服务行业市场趋势的原因。通过提高顾客购买行为的产品意识所做出的主要变化之一是对促销活动信息的更大需求（Hawkins et al。，2013）。
多年来，诺基亚3310是全球主导手机市场的传奇手机之一。这是2000年9月1日推出的一款简单的GSM手机。在此期间，消费者不像现代人那样活跃，甚至手机技术也没有更新（East et al。，2016）。此外，组织过去依赖于基于电视的特定促销方法，而其他选择较少。随后，诺基亚的品牌名称和可靠性足以让全球数百万用户购买这款手机。
Gunter and Furnham (2014) stated that changing behaviour of consumers and growing product awareness are the sources of generation of modern competitive market environment. It provides newer brands to attract customers through offering products or services with most needed features, characteristics and qualities. Hence, this increasing market competition is for destroying monopolistic dominance of bigger organisations on markets based on their conventional marketing activities. It has to be mentioned that changing consumer behaviour in terms of increasing awareness about the products, is the reason for changing marketing trends in modern generation product or service based industries. One of the major changes made by increasing product awareness of customers in their buying behaviour is greater need of information from the promotional activities (Hawkins et al., 2013).
Modern generation consumers now seek for availability of higher level of authentic information about products and services from relevant promotional contents so that those could contribute in their buying decision making process. As a consequence, modern generation business organisations put greater efforts to satisfy information requirements of customers in their advertisements rather than including celebrities or other attractive contents. Some of the relevant examples are discussed below,
Nokia 3310 is one of the legendary mobile phones that dominated the mobile phone market across the world for several years. It was a simple GSM mobile phone introduced on 1st September, 2000. During this period, consumers were not as much as active like modern days and even mobile phone technology was not that updated as well (East et al., 2016). Moreover, organisations used to rely on specific promotional methods based on television and fewer other options. Subsequently, brand name and reliability of Nokia were adequately enough for millions of customers across the world to buy this mobile phone.