100 страниц. 2010 год. LAP Lambert Academic Publishing This study is an attempt to investigate the correspondence between feelings and attitudes customers possess towards the Tele2''s Frank TV commercials and actual Tele2''s expectations and anticipations of customers'' perceptions. The research was conducted in accordance with the results received from the survey and the interview. One hundred respondents were asked to answer the general questions about the TV commercials as well as the Tele2''s advertisements with the main character Black Sheep Frank and slogan "Born to be cheap". At the same time the company''s expectations were analyzed by means of the interview. After all, the received results revealed the differences and similarities of customers'' perceptions and company''s expectations.