Corporations use advertising as misleading source of information for customers : a study of telecom sector, Pakistan

Abstract

Purpose: Advertising is an awareness tool for marketing world. Corporations and companies use it to place their brand, product & service in the consumer mind and keep recalling consumer about themselves through advertisements. But due to increased global and local competition advertising may mislead consumer, either by making false claims or providing partial or incomplete information. Design/Mythology/Approach: This paper is based on quantitative research. The consumer lacks complete awareness about product, service or package (A study of telecom sector of Pakistan). Advertising has direct impact on consumer product/service awareness, consumer brand perception and consumer perceived mislead. For this paper exploratory research was conducted by building three hypotheses and then identifying sample size of 150 respondents and questionnaires were being solved from sample. SPSS is used as tool for data interpretation. Findings: Study findings indicate that advertisement has direct impact on consumer awareness, brand perception in consumer mind and consumer perception of being mislead or misguide. Research Limitation/Practical Implications: Limitation is that this research is bounded to geographical region i.e. for Islamabad and Rawalpindi only and rural areas are not part of this research. This study can help corporations to save their high spending on advertising which are distorting their image in consumer mind rather than positive placement. This study can also provide corporations to understand long-term effects of creative deception of advertising.