Role and Effectiveness of Electronic Media in Pakistan's Advertising Industry

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 .