Changing Advertising Trends In Pakistan

Changing Advertising Trends In PakistanThis explore watch unveils trends of publicizing in Pakistan and to reflect and monitor the evolution of trends in the dynamic Pakistani advertising manufacture, a research study has been designed and conducted to analyze various insights linked to advertising agencies, marketers and media planners operating in Pakistan and their inter-relations and preferences in planning, developing and implementing advertising.For agencies this research provides a frame take for comparing their image, position and perceived performance against separate agencies, and hence is a valuable to a faultl to guide them to more productive partner channels with marketers and to overcome the barriers set about by them.. For marketers, beyond image and perception of agencies, this study also provides important insights into agency selection methods, agency evaluation and compensation trends.It contains various views of marketers about what is the meaning of adv ertising in their opinions, Also feedbacks argon addressed about effects of advertising generates the sales figure, product aw atomic number 18ness or customer satisfaction. Various concerns of marketers are also addressed in this research study about their agency selection, reason for changing the germinal agency. Preferred methods by the marketers to hunt down for the suited creative agency which understand the tastes of the marketers and meet their advertising needs profitably for the marketers, also preferred medium of pay off for the agency credentials are addressed in the study weather most of the marketers prefer to pay on monthly basis fee to the agency and progress to themselves bound to get all the their advertising from single agency or they prefer to pay on project base and are not bound to get the work through from single creative agency.It also includes media planners opinions about weather consumer research is important prior to on air a campaign to distinguish wh ich conversation channel would be appropriate for the promotion of campaign in order to hit the right target audience through the right dialogue medium. A reason for selecting a media agency is also addressed in this research study.Literature reviewMore guests are smell for like-minded business partners who tin can deliver accountability and shareholder value and, similarly, agencies wish to rise to the challenge and are throwing off their historic mantle of creative aloofness. More leaf nodes are looking for like-minded business partners who can deliver accountability and shareholder value and, similarly, agencies wish to rise to the challenge and are throwing off their historic mantle of creative aloofnessNever write an advertisement which you wouldnt exigency your family to read. You wouldnt tell lies to your own wife. Dont tell them to mine(David Ogilvy).According to the current situation we are so fixated on the form (TV slip and print ad) and that is the reason that our creativity is restricted due to space parameters. More and more creativity if unavoidable because the future will be about creative ideas and the idea itself will de borderine the shapes and forms that it will take. Brand building effort has to go far beyond the 30 second advertising break or full print page to step change masses connectivity. It needs to do real time engaging opportunities to win the hearts and minds of race. Creating a mug make love will win the heart of people with some location-based experiences which will engage the brain and heart of the people. They need to get emotionally engage with experience so that they can experience the deformity with by getting totally indulge in that either consciously or sub consciously. It will place out the audience by watching typical commercial clutter by which they became irritated by watching it again and again. This gives them the time and space to distribute the brand. It is not about the medium but the idea that is of paramount importance when it comes to creating an experience (Shoaib qureshy,2005) I witnessed an incident while works at red communication arts on Servis account. Don Carlos TVC was made in which this brand was re launched and when the ad was on aired after few weeks the conversion for that brand raiment purchase fall down because consumer thinking was changed about that brand ones it was perceived as one of the prestigious brands. An unofficial sales figure was shared by the client which was reflecting the down fall in sales. According to the feedback taken from different individuals they reason diagnosed was that after viewing the current ad Doc Carlos seems them an ordinary brand .Its previous ads was representing the prestige of that brand with a mystery and in the current ones there was no mystery at all and the earlier TVC and leave lasting impact on consumers memory who are fan of this brand. (Faizan gull,2010 )Advertising in Pakistan still keeps reeling from the c reative flair and the execution that it requires there is no begin to make an investment in people to develop nurture and groom the raw talent that we have in abundance. Looking out for quality employee by employers will always kill the chance to go in fresh minded talent which may deliver much creative idea and One more reason of restricted growth of the advertising industry can also be attributed to the ground realities of the Pakistani market. Like all other businesses advertising too should not be expected to perform in isolation. It performance depends heavily on the performance of the other sectors of the economy as well.(Ahmad Kapadia,2011)A research study was conducted to analyze the mediums ie serious advertisements humorous advertising. The study unveils that Humorous ads have higher attention than serious ads as compared with serious ads.( Khadam Ali Shah Bukhari,2008). The perception of people about effects of naked as a jaybird advertising trends according to our cu ltures in our society should be studied by the companies before making any kind of advertisements because if people or customers are not satisfied then businesses cannot flourish and this the major drawback in the growth of advertising . internet and some other causes are already adversely affecting the culture and traditions of our society and if we didnt revise our advertisements then it can worsen the moral and ethical values of our society therefore it is potently recommended that advertising agencies, marketers and all the companies themselves should make sure that the selling campaigns do include all the social- groups and people and are also in consistent with our traditions, social norms and values and for this it is strongly recommended to make proper consumer research prior to launch a campaign.(Mohammad usman,2010)Brand managers are limited to the current typical advertising they dont want to try something new and innovative for their brands. Their opinion is based on t he fact that digital is free and spending on it to book space will not be honourable so they dont want to risk to try something new which may built their brand strong enough in the minds of consumers.(Salman Abedin,2010)Creativity is limited in Pakistan because marketers dont want to take risks with brands and try something new .They are just stick to the story board of the ad and their core focus is just to fill three raw material elements ie Positioning ,brand logo and tagline which they feel that an ad is complete after getting done with these three elements in an ad and many of the consumers are attracted to this approach because the product is already in demand and those ads just serve as recall nothing more than that. Their aim is just to link the emplacement to the story board, high quality visuals and somewhat humor. But we miss out on the conceptual connectivity element(Sarosh waiz ,2009)A worst example of advertising been done in Islamabad which is known to be capital c ity of Pakistan on a dazzling display of brightly colored advertisements plastered on jersey barriers, these ads create an awkward tableau of peppy and worst marketing ever seen on barriers which may also divert the attention of driver while starring on it and the result could be an serious accident.(David Nakamura,2010)Shoaib QureshyAnalytical frameworkCriteria to select ad agencyCreativity is the key Meaning of advertising Criteria to select media agency cipher when selecting Customer loyalty Negotiate good rates with mediaa creative agency Increase sales International networkMost widely use Expense Research toolsMethod is Strategic rip Reasons for firing agencyto hire a creative agency Lack of creativityMisunderstanding client businessLack of transparencyEffectiveness requiredCompany has other needsBad serviceBrand building communicatorTelevisionPrint alfrescoOnline35% marketers believed advertising means attracting customer loyalty whereas another 25% believed its meant for inc reasing sales. However, a group of 25% marketers also believed advertising is a marketing expense.45% marketers believe advertising is most effective when it achieves Sales. However30% voted for product awareness. Only 25% marketers believe customer satisfaction proves real affectivity of advertising.60% marketers are currently satisfied with their advertising agency which shows strong marketer confidence on advertising talent available in Pakistan.On the other hand, marketers who showed mistrust among their current advertising agencies quoted various reasons for doing so.35% of marketers marked lack of creativity as core reason for changing their advertising agencies. This shows that marketers are interested with the lack of new ideas and innovation in communication that drives their brand image against competitors. This also creates a new opportunity for other more successful agencies to pitch new ideas to such unsatisfied clients and expand their client portfolios.Amongst Adverti sing Agencies, Interflow Communications stood out as the best well known advertising agency in Pakistan. However, amongst the international agencies, Ogilvy Mather was rated the best well know agency in Pakistan.30% of advertising professionals in Pakistan think that Creativity is the key criteria for marketers to select their advertising agencies. This show a clear connect between marketer expectation and agency understanding towards criteria for selection of creative agency which is a favorable sign. But the concerning mover is that 30% is a very less ratio compared to the remaining advertising fraternity who need to realize this key expectation from marketers looking for competent creativity.70% of advertising professionals believes the most common method marketers deploy to select their media or creative agencies is by calling a creative or strategic pitch.A surprisingly 50% respondents voted for Retainer fee model being followed in Pakistan which highlights a strong commitmen t and loyalty amongst marketers and agencies to work on long term basis with a loyal commitment to each other.45% and 53% media planners respectively suggest Television being most effective and key communication driver for implementing a brand building and sales promotion campaign in Pakistan. Whereas Print media takes secondary preference with 25% and 26% voting respectively.65% media planners in Pakistan believe a media research on consumer habits and lifestyle is necessary before devising a media plan which positively increases the chances of campaign success. This is an encouraging office and supports a scientific planning approach towards media spending which decreases the risk of campaign failure towards media objectives.35% of media planners think negotiating good rates with media is most important for marketers when selecting their media agencies whereas 20% think its the availability of planning tools and resources to conduct research based media plans which count moreRese arch HypothesisH1Majority of marketers believe sales as an affectivity neb for advertising. This discourages brand building attitude in the advertising environment which can hamper the way of strong local brands arising out of Pakistan.H2Advertising agencies need to recruit more inspiring creative talent to match marketer expectationH3Enough advertising agencies need to realize that marketers primarily seek Creativity as key expectation for selecting a creative agency. Currently only 30% are aware of this expectation which requires the other 70% to realize the same.H4Marketers not rely much upon advertising agencies team work due to lack of creativity or limited creativity being generatedH5Media planners emphasize to conduct proper consumer research prior to on air the promotional campaign to hit the target audience as desired by the marketer because currently it has not precondition any importance.H6Most marketers are on retainer basis with advertising agencies to avoid the hass le to hunt down different agencies to get their work done by sacrificing on quality and relying on limited creativity generated from one specific agency in an agreement with the marketer on retainer ship basisH7The main reason for which the marketer change the creative agency is lack of creativityMethodologyThe research methodology used to undertake this research study is questionnaire based. Three surveys have been conducted with sample size of 20 respondents per survey. First survey was conducted with Marketers from various companies being the primary brand custodians. Second survey was conducted with executives working at various advertising agencies in Pakistan responsible for conducting the brand research, formulating communication strategy and developing creative campaigns on behalf of the marketers. Finally third survey was conducted with media planners working at various media agencies in Pakistan responsible for planning and monitoring the execution of campaign.Recommendat ionsRegulatory bodies such as All Pakistan Newspaper Society (APNS), Advertising necktie of Pakistan (APP) and Marketing Association of Pakistan need to conduct joint awareness workshops and conferences where key representatives from Advertising and Marketing and Media industries should participate in identifying issues and malpractices of distorted and unproductive trends and devise tack on solutions to the same. Sup the advertising trends through their knowledge, interaction and practices. These inputs or drivers of current prevailing advertising trends in Pakistan affect the outgrowth of this industry in various ways. The negatively affecting elements need to be reviewed and redefined by regulatory bodies such as All Pakistan Newspaper Society and Marketing Association of Pakistan to promulgate ascending industry growth.ConclusionFinally I would conclude that Advertising in Pakistan will remain static and room for improvement will always be required if focus will not be given t o the above mentioned problems. Marketers are also not paying attention to this issue as they are tortuous in meeting the timelines for tasks delegated by their higher authorities so advertising agencies also care for their timelines and deliver them low quality work in trivial timelines. Also media planners are just concerned to buy air time for marketers and get their amount rather than suggesting them a good communication medium depending upon the client expectation and budget.