Abstract:
There are some who call advertising the second oldest
profession. The pun is intended to highlight the importance
of advertising, which has existed through the antiquity
though the art has been honed into a science with the allencompassing
dawn of the communications era, which leaves
no life untouched today . The advents of PC, Internet, ecommerce,
desktop publishing, and computer-assisted
designing have changed the way of advertising today .
One reason that any company should advertise, is to
increase awareness of their offering; company, service or
product. This research is aimed to seek the role and
efficiency of electronic media in the Pakistan advertising
industry. The research work shall be based on the survey
and literature review. Advertising agencies and PEMRA
consultants will be the respondents of this research. In
interviews, quantitative methods will be adopted. The
instruments of measurement will be the interviews .
The whole research led to the conclusion that the
electronic media in Pakistan is surely playing an affective
role towards advertising. The research proved that
electronic media, being a more persuasive medium than
print, has a lot more to offer in terms of its impact and
reach . The respondents of the research favored the
effectiveness and vitality of electronic media in
advertising .
