RECENT TRENDS IN PAKISTAN ADVERTISING INDUSTRY

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.