GROUP MEMBERS NAME

ARIBA ZUBAIRI
EISHA ZIA
FOQIA NISHAT
MUHAMMAD BURHAN
MUHAMMAD ZEESHAN
MUZAMMIL SABIR
 Right Right
Audien Messag
Advertising Plan
Right
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Mediu
m
Creative Aspects of Advertising
Hierarchy of Effects and AIDA
 Importance of Advertising
• It is important for the customers.
• It is important for the sellers and companies.
• It is important for the society.
• Advertising is relatively less expensive.
• Makes advertisement effective.
• Increases goodwill
 Advertising and IMC
• Part of integrated marketing
communication.
• Only advertising would not help marketers.
• IMC involves strategic synchronization.
 Types of advertising

• Primary vs. Selective

• Product vs. Corporate
• National vs. local
 Advertising media
• Newspaper
• Magazines
• Television
• Yellow pages
• Radio
• Out of home
• Internet
• Direct mail
• Personal selling
 What is Print Media?
Mass communication in the from of printed publications, such as newspapers
and magazines.

Characteristics/Elements of
print media:
• Headline and sub-headline.
• Illustration
• Body copy
• Standard items
IMPORTANCE OF PRINT MEDIA:

• Print media can be tailored to your target market.

• It can create credibility.
• It can create engagement.
• Life of print media is more compared to other mediums.
• It can link to digital campaigns.
 TYPES OF PRINT MEDIA
• Major categories:
- Newspaper
- Magazines
• Other Types of Print Media:
- Boucher's
- Flyers
- Banners
- Bill boards
- Transit etc
 What is Circulation?
• Circulation is a count of number of copies of a particular publication are
distributed
• Audit Bureau of Circulation (ABC)
 CHALLENGES FACED BY PRINT
MEDIA
• Modern technologies
• Lack of readership data
• Electronic media growth (News 24/7)
• Market crisis
• inflation
 What is Newspaper?
A newspaper is a form of printed media. It is a powerful mode of mass
communication. In Pakistan published in many different languages like
Urdu, English, Pashto, Sindhi, and Punjabi and many other languages.

IMPORTANCE OF NEWSPAPER IN OUR DAILY LIFE:

• Its main purpose is to let us know about the world problems and their
solutions.
• Information about daily events.
• It investigates and then presents important events.
• It also guides and moulds the public opinion.
• It educates the people in good citizenship
 ELEMENTS OF NEWSPAPER
• Box
• Folio
• Infographic
• Deck
• Caption
• Filler
• Jump
• Lead
• Headline
• Sub headline
• Masthead
• Classified
 CRITERIA FOR NEWSPAPER
• Accuracy
• Responsibility

CRITERIA FOR SELECTING A NEWSPAPER FOR

ADVERTISING:
Based on circulation, Tariff, space availability, reaching the target audience.
 History and Growth of
•
Newspaper
In 1947, only four major Muslim-owned newspapers existed in Pakistan, i.e., Pakistan
Times, Zamindar, Nawa-i-Waqt, and Civil-Military Gazette.

• In 1947, a number of Muslim papers and their publishers moved to Pakistan,

including Dawn, the Morning News, and the Urdu-language dailies Jang and Anjam.

• By the early 2000s, 1,500 newspapers and journals existed in Pakistan.

• From 1994 to 1997, the total number of daily, monthly, and other publications increased
from 3,242 to 4,455.

• In 2003, the total publications dropped to just 945 with most of the decline occurring in
the Punjab Province.

• However, from 1994 to 2003 total print circulation increased substantially, particularly for
dailies (3 million to 6.2 million).

• After the low point in 2003 the number of publications grew to 1279 in 2004, to 1997 in
2005, 1467 in 2006, 1820 in 2007, and 1199 in 2008.
 History and Growth of
•
Newspaper
Most print media are privately owned, but the government controls the Associated
Press of Pakistan, one of the major news agencies.

• From 1964 into the early 1990s, the National Press Trust acted as the government's
front to control the press.

• Prior to 2002, News Agencies in Pakistan were completely unregulated.

• Established under the Press Council of Pakistan Ordinance in October 2002, the body
operates on a semi-autonomous nature along with an Ethical Code of Practice signed
by President Musharraf.

• However, the Press Council never came into operation due to the reservations of the
media organizations. This has led the government to review the entire Press Council
mechanism.

• Ownership of publications (mainly newspapers and news agencies) is restricted to

Pakistani nationals if special government permission is not given.

• In partnerships, foreign involvement cannot exceed 25 percent.

list of Pakistani Top Newspapers

● Daily Jang
● Nawa-i-Waqt
● Khabrain
● Daily Express
 Challenges of Newspapers
Basically there are problems 

• Freedom of press
• Economic condition of press 
• Distribution of Advertisement
• Supply of Newsprint Paper
• Raw Material
• Illiteracy
• Press Advice
• Limited Buying Capacity
• Unskilled Journalist
• Social Habit
• Distribution of Newspaper
• Press Trust of Pakistan
• Censorship
• Competition with Other Sources of Information
 Importance of Advertising Through
Newspaper
1. Wide Audience
2. Affordable
3. Trustworthy
4. Engaging
5. Digital
6. Flexible
7. Targeted
8. Effective for Targeting Shoppers
9. Multi-Platform
10. Diverse Options