ADVERTISING

L E C T U R E 4- Part 3
BAILA AFTAB
WHAT IS ADVERTISING?

• Any paid, non-personal

communication delivered to an
audience via a mass medium where
the product or service is clearly
identifiable and the intent is to
persuade or influence.
• “Advertising is a paid, mediated form of
communication from an identifiable
source, designed to persuade the receiver
to take some action, now or in the
future” (Richards and Curran)
A BRIEF HISTORY

• US marketers spend 500 billion dollars trying to get your attention and to influence.
• Encounter 5000 commercials a day as compared to 2000 in 1970’s (Kirn, 2007).
• Babylonian merchants were hiring barkers to shout out goods and prices at passerby's in 3000
B.C.E.
• The Romans wrote announcements on city walls.
• By the 15th century, ads as we know them now were abundant in Europe.
• Trade people promoted themselves with business cards.
• 1625 first newsbook “The weekly N ews” was published in England.
• Advertising came to colonies via England.
• https://www.youtube.com/watch?v=v9nsJrNnz7g
• https://www.youtube.com/watch?v=pKuEwsEiSp8
• The first radio ad in 1922 was of 10 minutes for $50.
• The second world war impacted advertising and production of products came near to
halt.
• The advertising industry turned its skills towards the war effort and focus was towards
patriotic theme.
• After the world war II,TV advertising experienced a boom.
ADVERTISING IN PAKISTAN

• 1947-64 Few ad agencies- weren’t many players

• Businesses only focused to create awareness in people in certain limited geographic
regions
• Print ads (Nawa-i-Waqt (1940) , Daily Jang (1939) and Dawn News (1941)
• Consumer goods like biscuits, soap, medicines, weapons, electronics, publications, edibles
• Very few ads could be seen with human impressions as the rigid ideology of society kept
the ethical restrictions over the advertisers
• Characters and images gave the sense of patriotism.
• Cinema advertising began in 1960
 The arrival of television (November 1964) made a drastic change in the existing
advertising practices.
 new trends evolved and ads based on classic movie songs and featuring movie concepts
started
to appear as the advertisements of popular brands.
 Celebrity endorsements.
 Lipton’s “Chai Chahye”
 Pakistan Advertising Association (PAA; now AAP) was established in the year 1973
• In late 80’s concept of time slots emerged, when Pakistani dramas became popular
• 1978-1988 best trend ads of that time
• 1983 PTV sports division was established (sports figures became icons and cricketers,
hockey players suddenly started appearing in ads)
• Wasim Akram, “Nahi main cigarette nahi peeta”
• https://www.youtube.com/watch?v=pBfUOQ_HhQ0
 In 2008 Indian faces became brand ambassadors for Pakistani market.
 Modern animation techniques and Indian production created the final shape of Pakistani
TVC
like Safeguard through the character of Commander Safeguard.
At the end of 2010 the advertising budget spent in Pakistan is 30.0 Billion Rupees
(approximately 350 Million US Dollars).

 TV advertising claims 58% of the Total Advertising Budget in the country and shows
the
relevance of TV as the most popular medium of communication in Pakistan.
 Other media include print (24%), Radio (4%), Outdoor (9%), and other media (5%)
CRITICISM AND DEFENSES OF
ADVERTISING
• Typical individual in US will spend more than 1 year of life in just watching
television commercials.
• Advertising supports our economic system: without it new products cannot be
introduced and
developments in others cannot be announced.
• People use advertising to gather information before making buying decisions.
• Ad revenue make possible the free mass media we use for entertainment.
• Advertising increases national productivity.
• Advertising is intrusive: it interferes with and alters our experiences.
• Advertising is deceptive: it promises to improve people’s lives but does it?
• Advertising exploits children:Average American child sees more than 40000 commercials
and
force them to make unhealthy choices.
• Advertising demeans and corrupts culture
TYPES OF ADVERTISING
• Institutional and corporate advertising
• Also known as Corporate advertising, institutional advertising is any type of advertising that promotes a
business, organization, institution or similar unit. It aims to create an image for the business and build
goodwill for the organization and inform consumers about the philosophy of the organization, rather than the
advertising of a particular product or service
• Trade or professional advertising
• This kind of advertising is carried out by a producer which is directed towards the wholesaler, traders and
distributors rather than the end consumers of the product. Trade advertising is directed at stockbrokers, 
wholesalers and others who are not intended to be the end user of a product. It is also called business-to-
business advertising.
• Professional Advertising : Advertising that is directed at professionals, such as doctors, dentists, etc.,
who are in a position to promote products or brands to patients and customers.
• Promotional retail advertising
• It is all about the actions a company can take to stimulate customers to buy right now rather than later. 
Cont.
• National consumer advertising
• National advertising means advertisements, brochures, catalogs and similar marketing materials
published and distributed to consumers; included in publications intended for consumers; or
broadcast through television, the Internet, radio or other media. National advertising
means any advertising run simultaneously in five or more states and over which a
local advertiser has no control.
• Direct market advertising
• Direct marketing consists of any marketing that relies on direct communication or
distribution to individual consumers, rather than through a third party such as mass
media. Example: Mail, email, social media, and texting campaigns are among the delivery
systems used.
In Pakistan
MEASURING THE EFFECTIVENESS OF
ADVERTISING
• A number of techniques can be used before an ad is
released
• Copy testing: showing to consumers through focus groups
• Consumer juries: representative of consumer market
• Forced exposure: In cinemas mostly
• Recognition tests: remember seeing specific ads
• Awareness tests
PSYCHOGRAPHICS

• Demographic segmentation: the practice of appealing to audiences defined by varying

personal and social characteristics such as race, gender, economic level has long been part of
advertising strategy.
• Psychographic segmentation: appealing to consumer groups with similar lifestyles, attitudes,
values and behavior patterns.