Abstract:
The media in Pakistan has recorded tremendous growth in a limited time period. In terms of
audience both television and radio has significant reach. Many international companies
started launching their products and Advertisement in Pakistan has also grown due to
audience’s interest. This research was done on the “Recent Trends of Pakistan Advertising
Industry”.
As Advertising Industry is Pakistan has grown people of Pakistan have become more
knowledgeable on the products, advertisements etc. This research want to find how much
advertisement industry have grown during the past years, what are the trends advertisers are
giving and which trends are most effective to audience.
Research is done on limited scope, Karachi is the target because it is the biggest
cosmopolitan of Pakistan and different opinions can be found easily. Secondary and Primary
data is chosen. Qualitative technique research is used.
Research found out that Advertising industry is at slow pace as compared to countries like
India maybe because independent media is new in this. What people mostly like is humor in
advertisements but dancing singing does not attract people much. Many people also think
that international actors are not much effective in Pakistan advertisements. Audience thinks
that now a day the most important thing lacking in Pakistani advertisements is concept and
last but not least Quality does matter in every aspect.
Advertisers must take consumer’s perception seriously. Advertisers and marketers have more
knowledge than consumers on how to create an ad but in the end this is the consumers who
will be willing pay some price for your product depending on how he/she perceives the ad.
