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Does Advertising Reflect theDoes Advertising Reflect the

trends or Does it Create them?trends or Does it Create them?

Supervised by:Mr. Saadat Ullah Kakakhel

Ali ShafiqBBA (Hons)

June 2008

Department of Management Sciences

FAST-National University of Computerand Emerging Sciences, Peshawar


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Does Advertising Reflect the

trends or Does it Create them?

Project Supervisor

__________________

Mr. Saadat Ullah Kakakhel

Head of Department

__________________

Dr. S. Ghiasul Haq


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Abstract

Advertising has always been criticized. The critics are very

skeptical about the manipulative effect of advertising; that it can

control the minds of the audience and can drive them to a

particular way of thinking. However, there is another group who

disagrees. It believes that advertising truly reflects a culture.

People of this group believe that:

You can tell the ideals of a nation by its advertisements

(Norman Douglas)Thus, if one wants to have a true picture of a nation, their ads

should be viewed, i.e., the ads reflect the culture. The following

text is an attempt to solve this controversy.

To find out whether advertising reflects the trends or creates them,

a representative sample of about 150 respondents was taken. The

respondents belonged to youth of age group 18-25. Their responses

were recorded on a self-administered questionnaire.

The results are, however, not completely in any sides favor. The

respondents have agreed that advertising has more benefits than

drawbacks. They further agree that advertising has the driving

power to make the audience act in a particular way, and spend in a

particular pattern, i.e. advertising does have manipulative power.

Thus, the ads that we view do have impact on the viewers. One

particular thing that is note worthy is the type of ads that

respondents like. The initial results might not clearly be on any one

side, but in this regard, the results show that irrelevant, obscene,


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and ads that do not conform to our culture have no space in the

audiences diary of likeable ads.

Thus, a safe conclusion would be that the line can not be drawn

whether the advertising is inherently good or bad. It does have

impact, either positive or negative, it does reflect our culture. The

need of the hour is to channel the energies of ads to constructive

impact.


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Acknowledgments

Thanking someone who can never be, for His

Blessings, Mercy & Favors.

I am very grateful to Mr. Saadatullah Kakakhel, who

first of all consented to supervise me for the project

and then guided and supported me all so

professionally and sincerely, that I never felt any

problem at any stage.

I would also like to thank Mr. Muhammad Siddique,

who was there to extend all the help whenever I

needed.

I also appreciate and respect the cooperation of all

my respondents, without whom this project would

have been impossible.Finally, very special thanks to my very special friend,

and my fiance, Anbar, who stood by me through

every thick and thin and helped me in making my

tasks a lot easier.

Ali Shafiq


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Table of ContentsAbstract.iAcknowledgements....iii

List of Tables and Figures ....................................................................................................4

............................................................................................................................................. 4

............................................................................................................................................. 4List of Abbreviations ........................................................................................................... 5

INTRODUCTION ............................................................................................................. 6

1.1 An introduction to Marketing ........................................................................................ 61.1.1 Market Segments and Target Markets: ...................................................................8

1.1.2 Marketing Mix: ....................................................................................................... 9

1.2 Advertising ...................................................................................................................141.2.1 Classification of Advertising: ...............................................................................16

By Target audience: ................................................................................................... 16

Consumer advertising: .............................................................................................. 16

Business advertising: ................................................................................................. 16

By Geographic area: .................................................................................................. 17Local (retail) advertising: ...........................................................................................17

Regional advertising: .................................................................................................17National advertising: .................................................................................................. 17

International advertising: ...........................................................................................17

By Medium: ............................................................................................................... 17By purpose: ................................................................................................................ 18

1.3 The Two aspects of Advertising ..................................................................................20

1.4 Advertising Regulations in Pakistan ............................................................................ 221.4.1 Pakistan Advertising Association (PAA) ..............................................................23

1.4.1.1 Aims ............................................................................................................... 23

1.4.1.2 List of Few Prohibited Advertising given by PAA ........................................231.4.2 Pakistan Broadcasting Corporation (PBC): Code of Ethics for commercial broadcast:........................................................................................................................................ 24

1.4.3 PTV Code of Advertising Standards & Practice ...................................................25

1.4.4 All Pakistan Newspaper Society (APNS) ............................................................. 26LITERATURE REVIEW .................................................................................................27

Chapter 3 ............................................................................................................................ 30

RESEARCH METHODOLOGY .......................................................................................303.1 Research Settings ..................................................................................................... 30

3.1.1 Data Collection tool .......................................................................................... 30

3.1.2 Sample Characteristics ......................................................................................31

3.1.3 Sample Size .......................................................................................................31RESULTS .......................................................................................................................... 33

4.1 Frequency Distribution of the responses: ................................................................ 35

4.2 Cross Tabulation: Gender Vs responses: ................................................................. 53Chapter 5 ............................................................................................................................ 68

CONCLUSION ..................................................................................................................68

RECOMMENDATIONS ................................................................................................... 70References ..........................................................................................................................73


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PTV Code of Advertising Standards & Practice ............................................................78

Preamble .................................................................................................................... 78

4. Programme Independence ......................................................................................785. Identification of Advertisements ............................................................................78

6. Subliminal Advertising .......................................................................................... 79

7. Religion ..................................................................................................................798. Politics ....................................................................................................................79

9. Law and Order .......................................................................................................79

10. Morals and Society .............................................................................................. 8011. Good Taste ........................................................................................................... 80

12. Simplicity ............................................................................................................. 81

13. Fear and Superstitions ..........................................................................................81

14. Stridency .............................................................................................................. 8115. Unacceptable Products or Services ...................................................................... 81

16. Gifts or Prizes ......................................................................................................82

17. Descriptions and Claims ......................................................................................82

18. Price Claims ......................................................................................................... 8319. Comparisons ........................................................................................................83

20. Denigration .......................................................................................................... 8321. Testimonials ......................................................................................................... 84

22. Inertia Selling .......................................................................................................84

23. Imitation ............................................................................................................... 84

24. Guarantees ............................................................................................................8425. Instructional Courses ........................................................................................... 84

26. Reproduction and Techniques ..............................................................................84

27. Advertising and Personalities .............................................................................. 8528. Advertising and Children ..................................................................................... 85

29. Advertising of Medicines and Treatments ........................................................... 85

30. Cigarette Advertising ........................................................................................... 85Appendix I .....................................................................................................................87

Advertising and Children ............................................................................................... 87

Advertising of Medicines & Treatments ........................................................................89Unacceptable Products or Services ................................................................................ 89

Professional Advice ....................................................................................................... 89

Hospital Tests .................................................................................................................90

Testimonials ................................................................................................................... 90Tonic .............................................................................................................................. 90

Vitamins ......................................................................................................................... 90

Hazards of Self Medication ........................................................................................... 90Toothpaste/Tooth Powder .............................................................................................. 90

Advertisements should not contain any of the following: .............................................91

Advertising of Cigarettes ............................................................................................... 94APNS Advertisement Rules and Code of Ethics ....................................................... 96


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4

List of Tables and Figures

Figure 1: Diagram showing the relation of Customer C with the 4 Ps of the marketing

Mix. (Source: Perreault, William D. and Jerome McCarthy, 2005, 38)............................19


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List of Abbreviations

AIDWC- All India Democratic Womens Congress

APNS- All Pakistan Newspaper Society

FAST NUCES- Foundation for Advancement of Science and

Technology, National University of Computer and Emerging

Sciences

ICMS- Institute of Computer and Management Sciences

IMS- Institute of Management Sciences

PAA- Pakistan Advertising Association

PBC- Pakistan Broadcasting Corporation

POP- Point-Of-Purchase

PSA- Public Service Announcement

PTV- Pakistan Television

UET- University of Engineering and Technology


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Chapter 1

INTRODUCTION

1.1 An introduction to Marketing

A common man, if asked, would tell you that marketing is selling or advertising. But

this is not what marketing is all about, as there is more to marketing than selling and

advertising. These two, however, are parts of a larger whole, along with other

components.

Marketing in its broadest sense can be defined as:

Creation and delivery of a standard of living.Quester et al. (2001, 7)

However, this vague definition includes a lot of other activities that do not form a part of

marketing. There can be as many definitions of marketing, as many there are writers to

write it; but all these definitions have the following in common:

1) The concept of exchange

2) Something of value to exchange

3) Satisfaction of both the parties involved

Kotler & Armstrong (2005, 5) put these in a proper definition form:

Marketing is a process through which individuals and/or organizations obtain what they

need or want through creating and exchanging something of value with each other.


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Another definition of marketing is given by Perreault Jr. & McCarthy (2005, 7) as:

The performance of activities that seek to accomplish an organizations objectives by

anticipating customer or client needs and delivering a flow of needs satisfying goods and

services from producer to customer or client.

People believe that marketing is a function performed by organizations only. But the

writer differs! You are wearing a particular type and color of dress. Does this say

anything about you? You shake hands in a certain manner, you walk in a certain style,

and you write your CV; all are examples of marketing. And it is also not valid that only

for-profit organizations do marketing. Any public service Announcements (PSA), that

are made by the governments, any aid donation appeal by Edhi, Shaukat KhanumMemorial Cancer Hospitalor any other not for-profit organization is also marketing,

however, their purpose is not to earn from it.

Another point about marketing is that its not for products (tangible things) only. You

travel in an airline, pay all the fares and obtain the services they provide ____ luxury

seating, deluxe food, friendly attitude of employees ____ all add to marketing services.

Then in every spring season in Pakistan, there is Planting season, in order to inculcate

the habit of growing trees and protecting the environment or when Ministry of Health

announces Polio-eradication mission, thats an idea. To conclude, marketing can be both,

of physical (tangible) products, as well as intangible services and ideas. However, the

term product used in this text will refer to tangible goods, services, and ideas.

A rather technical definition of marketing Miller & Layton (2001, 9) is given as:

Marketing is a total system of business activities designed to plan, price, promote, and

distribute want satisfying products, services, and ideas to target markets in order to

achieve organizational objectives.


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This definition introduces some new terms. The Ps in the definition; Plan (Product),

Price, Promotion and distribution are included in the marketing mix, which will be

discussed later on. Another new term is target market.

1.1.1 Market Segments and Target Markets:

A company produces a product for consumers to buy it, so that the company could

achieve its objectives. But the market is never homogenous. It is very rare that a product

can satisfy all the needs and wants of a market without any modifications in it. Take the

example of automobiles. Suzuki has the largest number of brands in Pakistan automobile

industry. For economy class, it has Mehran; for efficiency, it has Alto and Cultus; for

large families, it offers APV; for executive class, it produces Liana; for fun loving,

adventurous people, there isPotoharandJimny; and for carriage purposes, there areRavi

and Bolan. All these different brands, for what reason? Its because the companies

believe that to efficiently satisfy and retain the customers they have to offer the exact, or

near to exact, of what they demand. Thus, they divide the entire market into distinct

groups that are mutually exclusive, but relatively homogenous within themselves on one

or more criteria. These sizeable, distinct groups that are formed within a large market are

called market segments. A market segment is a subset of the entire market, the elements

of which share a common attribute, which makes them distinct from other segments. For

example, in demographics, the teenagers form a different segment, the pre-teens another,

while the married people form another. Similarly, males and females are two distinct

segments. Moreover, the market is seldom homogenous not to be divided into segments,

for which the company seldom has enough resources to cater to the needs of all the

segments. And it seems logical too, because markets are dynamic and to fulfill the ever-

changing needs of all the market segments would take an unending amount of expenses.

Thus, the company chooses a single or some specific segments from the market to target

their marketing efforts to. Another definition, Quester et al. (2001, 7) states target market

as a fairly homogenous (similar) group of customers to whom a company wishes to

appeal.


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Miller & Layton (2001, 195) write that a target market is a group of customers (people

or organizations) for whom a seller designs a particular marketing mix.

Targeting a specific or a few specific segments of market helps in keeping the company

focused on its marketing strategy. It allows a company to satisfy the intended customers

more efficiently. It also helps the company to keep a track of whatever changes are

occurring in that target market. Further by concentration on the satisfaction of a relatively

small group rather than an entire market, the company may devise new and improved

ways of customer satisfaction, and consequently the objective of the company.

1.1.2 Marketing Mix:

In the last definition of the target market, we came across a term marketing mix. This

term holds a very significant position, as the entire market planning success or otherwise

depends on a proper planning, execution and controlling of the marketing mix. What is

the marketing mix? A very broad definition by Perreault Jr. & McCarthy (2005, 38) is

given as:

The controllable variables the company puts together to satisfy the target group.

Other writers, Miller & Layton (2001, 76) further elaborate this definition as: the

combination of the four elements-products, pricing structure, distribution system, and

promotional activities ____ used to satisfy the needs of an organizations target market(s)

and at the same time, achieve its marketing objectives.

The four elements have been used before in this text, but now they are explained in detail.

The marketing mix, or commonly referred as the 4Ps of marketing is a strategically

synchronized combination of Product, Price, Place, and Promotion to satisfy the target

market in the best way possible, so that the company achieves its objectives in the most

efficient way. The questions typically asked while devising the marketing mix are: what

should be our product? What should be the price that is acceptable to both the parties in


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exchange? Where should it be available conveniently? And how should we let the target

audience know that its available in the market?

It is said that. The marketing consists of everything the firm can do to influence the

demand for its products,Kotler & Armstrong (2005, 50). Lets take the 4Ps apart to

see how this is done:

Product: The combination of goods and services. The product component is concerned

with the production/manufacturing of the product for the target market. The areas that are

included here are decisions like branding, features, packaging, warranties, and new and

existing product management and the required changes. Since, there is an exchange of

value, therefore, for what the customer is giving it will require something in return; that

something can be a good or service. Hence, catering to the needs of the target market, the

product should be designed accordingly, should include the desired features, should be

packaged for the purpose intended and should be available in different varieties. These

are some functions that should be done in the product area of the marketing mix, so that a

need satisfying product could be developed.

Price: A product is developed, but what do the customers have to pay to get it? This areais covered in price __ The amount of the money that the customers have to pay to obtain

the product, Kotler & Armstrong (2005, 50) It is concerned with the value determining

decisions of the company, which fundamentally depends on the type of target market.

The two major practices done for this are: the inside-out approach and the outside-in

approach. In the former, the company creates a product by passing through the

production process of procurement, cutting, assembling, finishing, and delivering, and

then the total expenses incurred plus their profit margin to determine the price to be paid

by the customer. On the contrary, the outside-in approach first determines the maximum

price limit that the target market can afford and then adjusts the production process

accordingly. Whatever the ideology may be, the objective is to get the product out in the

market to the intended target at an affordable price. Besides the buying power of the


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target, other factors such as the kind of competition, the nature of product, the terms of

sale also affect the final price the customers have to pay.

Place: The next stop in the marketing mix is the point where the target customers can go

to buy the product. It concerns the companys activities that make the product available

to target customer. Its about getting the product to the right place, where it is

conveniently available for the target market. For this availability, a decision regarding the

channel of distribution is taken. Defined as any series of organizations or individuals

who participate in the flow of product from production to final consumersQuester et al.

(2001, 46), the channel of distribution may be short or long. They can be simple or

complex. All this pain is taken to ensure that the product is available at the right place

whenever needed; otherwise, even a perfect product is not worth anything.

Promotion: Activities that communicate the merits of the product and persuade target

customers to buy it. It is the last and perhaps the most important element of the

marketing mix. The promotion element performs two very important functions: One, it

informs and attracts the target audience of the other 3Ps. Two, it helps in retaining the

customers.

A common perception is that promotion is advertising. In fact, it is much more than that.

However, advertising is the most important part of the promotion element. The promotion

includes:

Personal Selling: Kotler & Armstrong (2005, 247) have given a definition of

personal selling as:It is the personal presentation by the firms sales force for the

purpose of making sales and building customer relationships. Human

communication element is included in this, which can be face-to-face or through

any other media like telephone, video conferencing etc. The sales person has the

freedom of adopting the rest of the marketing mix as the situation demands,

however, this method is quite expensive than others.


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play an equally important role in delivering the need satisfying product. The job of the

marketing manager is to make sure that all the 4Ps work in a coordinated manner. It

should be noted here that the marketing manager responsible for the marketing of a

product has countless alternatives to the combination of the 4Ps. However, the real

challenge is to blend the right amount of all, because communication is not only done in

the promotion stage rather the product features, the prices level as well as the place where

its available, all send a message to the customer.


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1.2 Advertising

When Semenik (2002, 10) defines advertising, he does so in a very concise fashion: A

paid, mass mediated attempt to persuade A more elaborate definition of advertising

states:

Advertising is the structured and composed, non personal communication of

information, usually paid for and usually persuasive in nature, about products (goods,

services, and ideas) by identified sponsors, through various mass media.

Arens (2002, 7)

This detailed definition has several terms asking for an explanation, that wont go

unattended.

First, there is structured and composed, which means that the advertising follows a

definite pattern and that all the areas in an advertisement are organized. Not only

organized, they are all coordinated towards a common goal.

Selling can be done in two ways: Personal, where the seller and the buyer interact face-

to-face, together at the same place; Non-personal, which doesnt require a face-to-face

contact between the buyer and the seller. Advertising is non-personal way of

communication because both the parties are not present face-to-face together, at the same

time. Rather, advertisements use mass media which is directed at a larger audience.

Communication is defined by Sharma and Singh (2006, 10) as a mean by which a

person can pass information, ideas or feelings to another through speech or pictures. We

communicate through our five senses. But in the world of advertising, only two senses

are required; Sound and Sight. Sound means words that are uttered. They can be used in a

variety of media to create a theatre of the mind, where the audience can imagine

themselves, enjoying the advertised product. Sight is the visual display of the advertised


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product. A picture is still worth a thousand words and no matter how many words are

used, some details will be left out that are visible at a glance,Sharma and Singh (2006,

12)

Information is knowledge, facts, or views. However, the information can be complete or

incomplete, biased or unbiased. The commonly held concept is that advertisers present

incomplete and biased information that favor the advertisers. And, thinking from the

advertisers point of view, it is quite logical. No advertiser would want the audience to

know the harmful aspects of its product, at any cost. This is also discussed in the

conclusions and recommendations section.

The media charges the advertisers for the time and space it provides to the advertisers,

thus advertising is always paid for, except for the Public Service Announcements (PSAs)

that are shown free of cost and the cost is borne by the media.

Being Persuasive in nature is the basic idea of advertising. All the pain that is taken to

make an ad is only to differentiate the product from that of the competitors so as to

convince people to act in the desired way.

Advertising can be about product, service, or ideas. As already explained, the product

comes in tangible goods, while the other two are intangible. When Honda advertises its

automobiles, its a product, when it mentions the sales and after sales services, that is

service, and finally when it advertises about the benefits of wearing seat belts while

driving, thats an idea.

What is the advertising all about? Its all about getting people to know about the

company, to identify the sponsor. Without this, the advertiser is likely to be less

successful.

Mass Mediaare used to reach the target audience. Mass media used can be of various

kinds depending on the target audience and the desired result. The most commonly used


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media are TV, radio, newspaper, magazines, billboards. Since innovation is taking place

everywhere, the advertisers have also found innovative ways to advertise. Interactive

advertising, sky-writing, air balloons, and electronic hoardings are some of the recent

innovations.

1.2.1 Classification of Advertising:

It depends on the marketing strategy of the company which type of advertising it wants to

adopt. But generally the advertising is classified in the following heads:

By Target audience:

Just as marketing mix is directed towards a target market, advertising strategies are

directed towards a target audience. It includes:

Consumer advertising:

Consumers are people who buy a product for their own personal consumption. Most of

the advertisements that we see daily belong to this category. Nestle and Unilever

products, Honda cars, Nokia cell phones are all consumer products.

Business advertising:

This advertising is targeted to audience who buy the product for all purposes other than

personal or family satisfaction. It is further classified as:

Trade advertising: advertising aimed at the intermediaries of the channel of distribution,

i.e. the wholesalers and the retailers.

Professional advertising: advertising aimed at specific professions that require specific

needs to be fulfilled, like lawyers, doctors, engineers.

Agriculture advertising: directed at agri-business, and includes mainly agriculturalinput/products. Pakistani media shows a lot of ads for this category. Commonly seen ads

areEngro and FFC fertilizers, tractors, and other insecticides and pesticides.

Industrial advertising: these ads are directed at the manufacturers of other products, as

machineries, spark plugs etc.


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By Geographic area:

Geography determines the type of advertising the company will devise. It includes:

Local (retail) advertising:

When local stores inform the local audience about the availability of products or for

making any other announcement, its called local advertising. For example, R-Sheen, or

Servis, orWadud Sons announcing a Sale.

Regional advertising:

When a product that is sold in a specific region is advertised, it will be called as regional

advertising. For example Punjab has many specialties that are not available in other

provinces of Pakistan.

National advertising:

In this type of advertising, the products are advertised throughout the country. For

example, any new model of Honda or Toyota is advertised nationally in Pakistan.

International advertising:

It can also be called Global Advertising. A product available globally with no or

minimum variations is advertised through global advertising. Pepsi and Coke use thisstrategy.

By Medium:

Print media: newspapers, magazines, journals.

Broadcast/electronic media: TV, radio.

Out-of-home advertising: billboards, transit, posters, banners, electronic billboards.

Direct-mail advertising: sent through postal services or e-mails.

Interactive advertising: internet, kiosks.


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By purpose:

Product/Non-Product:

When the company wants to advertise a product (including service), that is called product

advertising. On the other hand, if the company wants to improve its image, create

goodwill, wants the people to know that it exists, then its called non-product advertising.

Commercial/Non-commercial:

When the purpose of the advertising is to earn profit, irrespective of it being product or

non-product, it is called commercial advertising. Any advertisement not for this purpose

may be called as non-commercial advertising.

Primary/selective demand:

Advertising a whole class of products is advertising for primary demand. For example,

when advertising is done for the benefits of using internet, it will be included in primary

demand advertising. If the advertising is able to create a demand, the specific ads of

specified company providing internet connections will be shown.

Direct action/indirect action:

If the advertiser is seeking an immediate response from the audience, by giving a toll free

number or announcing any free gifts, lets say, for the first 100 customers, that is called

direct action advertising. If the advertising is done just to create awareness for future

transactions, that is an indirect action advertising.


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Figure 1: Diagram showing the relation of Customer C with the 4 Ps of the marketing Mix.

(Source: Perreault, William D. and Jerome McCarthy, 2005, 38)

PP

P

P

C


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1.3 The Two aspects of Advertising

Advertising is the granddaddy of all the promotional tools. Its the most conspicuous,

the most scrutinized, and the most controversial.Semenik (2002, 265)

Just like anything else, advertising also has its opponents and proponents. But the

difference of the advertising dilemma from others is that both the sides are true and

nones view point can be denied. Thus, the advertising industry lies in a delicate balance

ofto be or not to be.

The opponents of advertising say that it plays a manipulative role on its target audience.It has the power to control the choices that the consumers make. It often portrays such

glamorous images that aspires the audience to act in their desired way, to buy a certain

brand of car, wear specific designers clothes, use a particular cell phone, join a specific

fan-club, and visit the advertised location. Failure to do so can result in dire

consequences, ranging from simple inferiority complex to outright rejection by the

society. It is this philosophy that makes the audience think that advertisers would do

whatever they want, to get a bucket full of cash, and would make the advertisers least

concerned with the welfare of the audience that becomes the customers of the product.

This thinking has always been haunting the advertisers, lest their advertising campaigns

might be rejected on these grounds, altogether.

On the far side there are the proponents of advertising who give hope to the advertisers.

They believe that although the advertising has the power to attract the audience, but the

real power lies with the audience. The audience can only be attracted to that image which

is already embedded in their minds. Remember when the last time you saw an

advertisement after which your response was pathetic! This is because probably the ad

wasnt directed towards you and you didnt fall in the target audience. The

advertisements then, only act as a stimulus, a catalyst. They argue that how could a

person ever be induced to buy something that he/she doesnt want! The famous saying


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that Advertisements can sell a refrigerator to Eskimos is then an exaggeration! And

answering to the other controversy, they say that since advertisers personal image, the

companys reputation, and both of their futures are at stake, therefore, no advertiser and

company would ever want to use dirty tricks in the bag to sell substandard, harmful

products to the customers. Consequently, the buyers can be confident in buying the

advertised products since the company has put its own reputation at stake.


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1.4 Advertising Regulations in Pakistan

Although there is not any one specific law or piece of legislation that encompasses all

aspects of advertising, there are codified pieces of legislation and frame wares. These

include the Pakistan Advertising Associations code of ethics, the codes of ethics of

Pakistan Television and Pakistan Broadcasting Corporation. APNS (All Pakistan

Newspapers Society) has also laid out a set of criterions for the accreditation of agencies

and like the different code of ethics, also deals with regulating the content of advertising.

The advertising codes, although broad and comprehensive in nature; have suffered from a

lack of effective implementation and specific focus. The PAAs code deals, in the main,

with the procedural operation of agencies, such as commission, fair competition and

content.

PTV s code of ethics covers all aspects of content , from disallowing Subliminal and

political advertising to assuming that ads do not lower the moral of the viewers and no

advertisement should go against good taste or decency or be offensive to public feelings.

Other more specific legislation includes how men and women should interact in a

commercial and the cultural and moral modes that must be adhered to, includingadvertising to children, tobacco advertising, advertising of medicine, etc.

The majority of codes with respect to content are based on widely accepted concepts of

social and moral decency. The occasionally vague and non-specific nature of the

regulations has often led to problems, where specific parties or social groups take it upon

themselves to exclude what is moral and what is not.

There is still a need for specific legislation covering all aspects of advertising, from

content to procedural operations, from competition to accountability, to ensure the

industry continues to evolve and thrive. 1

1PAA (Pakistan Advertising Association). Legislations, PTV Advertising Code of Conduct, (online),

available at: accessed on 3:43 pm, PST, February 27, 2008
http://www.paa.com.pk/legislations.htmlhttp://www.paa.com.pk/legislations.html


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1.4.1 Pakistan Advertising Association (PAA)

1.4.1.1 Aims

To provide professional foundation for effective cooperation among advertising

companies.

To help raise professional and creative standards of the industry.

To ensure that all advertising product is legal, decent, honest and truthful.

To promote mutually beneficial relations among the advertising companies, media

organizations and advertisers for effective use of mass communication.

To disseminate information about advertising and promote international

cooperation through seminars, conferences and congresses. 1

1.4.1.2 List of Few Prohibited Advertising given by PAA

Commercials related to liquor, unregistered housing schemes, narcotics, fortune

tellers, smoking, bleaching creams, branded contraceptive devices or products, are

not allowed. Exploitation of females in a sensuous manner for propagation of any product is

not allowed as it denigrates women and makes them sound and appear like

commodities.

No unregistered institutions or parishioners of health services or products

claiming to cause virility and physical or sexual strength are allowed commercial

exploitation.

Advertising making faith healing claims and other supernatural or spiritual

healing methods is not allowed.

1PAA (Pakistan Advertising Association). Activities, List of Few Prohibited Activities by PAA, (online),

available at: accessed on 3:41 pm, PST, February 27, 2008
http://www.paa.com.pk/activities.htmlhttp://www.paa.com.pk/activities.html


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1.4.2 Pakistan Broadcasting Corporation (PBC): Code of Ethics for

commercial broadcast:

1. The word advertisement will cover all material for commercial time supplied tothe Corporation for transmission.

2. The advertisement must clearly be distinguishable as such and recognizably

separate from the programme.

3. All material for commercial time must conform to:

a. The laws of the country.

b. Normal standards of decency and propriety.

4. Advertisements which may tend to disturb public peace shall not be permitted.

5. Advertisements containing any material of libelous nature shall not be permitted.

6. Any advertisement which is wholly or partially, or sectarian or political in nature

or directed towards any religious or political end will not be accepted.

7. No religious or political issue or personality should be exploited in any

advertisement.

8. No advertisement will be accepted which has any relation to any industrial

dispute.

9. Special care should be taken to avoid misstatement of facts directly, or by

implication or omission. No advertisement shall be accepted which makes a claim

that cannot be met in full and without further qualification.

10. No disparagement of competing products or rival organizations will be allowed in

advertisements.

11. The consumers to whom the advertisement is directed should be regarded as more

than the purchasers of merchandise. They should be treated as thinking,

discriminating open minded persons who value decency and honesty.

12. To protect the listener confidence in advertising, special care should be exercised

in matters relating to:

a. Descriptions which directly or by implication, are misleading.

b. Claims which are incapable of being established.

c. Testimonials which are not genuine.


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d. Guarantees which are not specified.

13. No advertisements will contain any prize scheme for buyers of products/services

concerned.

14. No advertisements should contain any material which exploits racial, communal

or ethnic feelings.

15. No appeal for funds through advertisement shall be allowed without prior special

clearance.

1.4.3 PTV Code of Advertising Standards & Practice

All those who use a medium of mass communication have a responsibility to do so within

a framework of reference. The PTV Code of Advertising Standards & Practice drawn up

by PTV aims to provide such a reference for advertisements intended for telecast.

PTV, however, reserves the right to impose requirements as to advertisements and the

methods of advertising which go beyond the requirements imposed by this Code. This

includes authority to give directions as to exclusions not only of classes and descriptions

of advertisements, but of individual advertisements - either in general or in particular

circumstances. (See Appendix B for details)


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Chapter 2

LITERATURE REVIEW

Advertising has always hung in a delicate balance of acceptance and criticism. In an

article Doing Well By Doing Good: Case Study of Fair & Lovely Whitening Cream

(karnani 2007), the author has presented two views about the famous Fair & Lovely

cream in India, where the opponents are of the view that the ads of the product are doing

good for the society, as it is empowering women, making them make the right choices,

giving them self confidence, and helping them shape their own lives. This is what was

depicted in their ads, where usually a dark complexion woman is shown to have made

improvement in her complexion by using the product. But, the same strategy that they

used as an appeal backfired, when the opponents such as the Department of Dermatology

India, Department of Pharmaceutical Technology India, and All India Democratic

Womens Congress (AIDWC) raised their voices about the controversial ads and the

product as a whole. The institutes related to health said that since the product is not

included in the medicine category, its effectiveness cannot be determined, and hence, it

cannot be charged for the contents. The societal groups claim that the ads are being racist

against those of dark complexion and by influencing children of young ages, 12-14, that

fall outside their target audience, i.e., 18-35, which made them conclude that the

advertising company doesnt care about the society as a whole; rather they are only

interested in hitting the big buck.

In their article (Franses & Vriens 2004, p.6) Advertising effects on awareness,

consideration and brand choice using tracking data say that advertising has three types

of effects: i) cognitive effect (brand awareness) that makes the audience aware of the

existence or introduction of a brand, ii) affective effect (consideration or liking), thatmake the advertised product stand superior to the product of the competitors, and iii)

behavioral effect (brand choice) that finally make the audience take a step and buy the

advertised product. Advertising is intended to address any or all the three or some

combination of the three effects.


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The contents of advertising have always been a controversial issue. From time-to-time,

history has witnessed various critical writings, agitated rallies, news items, law suits, or

strict bans against controversial contents in advertising. In Pakistan, although the rules

have been laid, yet the contents are not regulated accordingly. In an article about the

contents of advertising, the writer says that the firms strictly want to restrict the

information they give in the advertisements, either it be about the price, the contents, or

both. Ironically, if the firm is forced to disclose critical information, the product rarely

improves performance. Conversely, even if the information is restricted, the performance

of the product is hurt. (Anderson & Renault 2004)

(Clark, R. C., Ulrich Doraszelski, & Michaela Draganska, 2007, p.4) writes in his article,

Information orPersuasion? An Empirical Investigation of the Effect of Advertising onBrand Awareness and Perceived Quality using Panel Data that the advertising has two

purposes; informative and persuasive. The purpose of persuasive advertisingis to

shape consumers' attitudes towards new brands and alter their tastes for established

brands. This type of advertising encourages buyer inertia and brand loyalty by building

up a stock of goodwill towards a brand. It allows brand differentiation, thereby creating

an image in the minds of the audiences, and hence reduces the elasticity of demand. This

is done by putting entry barriers for the new products. It is also said that the more

advertised products are considered to be more prestigious and preferred over those brands

that are not advertised much. The idea is that advertising can in itself create prestige or

image by associating the brand with someone or something (Clark, R. C., Ulrich

Doraszelski, & Michaela Draganska, 2007, p.4). A very significant finding in this

research is that advertising budgets dont have any significant impact in the perceived

quality of the product being advertised, however, it helps in creating awareness. He

concluded that advertising is not likely to be persuasive in nature, at least not when it

comes to altering consumers quality perceptions (Clark, R. C., Ulrich Doraszelski, &

Michaela Draganska, 2007, p.8)and based on this we conclude that providing basic

information is the dominant role of advertising (Clark, R. C., Ulrich Doraszelski, &

Michaela Draganska, 2007, p.26)


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Chapter 3

RESEARCH METHODOLOGY

3.1 Research Settings

3.1.1 Data Collection tool

For collecting the primary data, questionnaire was prepared that aimed at extracting

information from the respondents about the research topic. The questionnaire was self-

administered, having closed ended questions, most of them.

The reason for choosing questionnaire as a tool for getting information was because it

offers several benefits that are quite unique to it which help in extracting the maximum

information from the respondents. Few of the advantages of administering a

questionnaire are that it is easy to understand, especially if the respondents are educated.

Since the respondents in the present research belonged to an educated class, therefore, the

method was most appropriate. Moreover, the respondents were given the questionnaire to

be filled by them and a deadline for its return. This method along with convenience and

time-economy also provided the respondents with confidence and anonymity while

answering the questions.

The types of questions asked were mostly closed-ended. This is because this type of

questions are easy to administer, easy to categorize, and easy to evaluate. Secondly, in

open-ended questions, many people cant find the right words to express themselves

fully, or lack the vocabulary to do so, thus closed ended questions were chosen to do this

job.


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3.1.2 Sample Characteristics

In order to be included in the study, the respondent had the following characteristics:

Location: presently/permanently located in Peshawar

Age and gender: 18 25 years of age, from any gender. But to get an unbiased

view point, the respondents were to be divided equally between both the genders.

Education: a respondent was educated not less than higher secondary, neither

he/she was to be a student of post-graduate level.

Marital Status: the respondents were unmarried.

Ethnicity and religious belief: the respondent could be from any ethnic

background, however, he/she belonged to the religion of Islam.

Youth forms a major chunk of the total population of Pakistan, and if observed, the

majority of the ads are directed towards the youth. This age group also has the reputation

of being driven by their emotions rather than rationale, thus this group can provide a true

picture of the topic.

3.1.3 Sample Size

The sample size was planned to be between 150 200 respondents, thus to give a more

accurate picture of the situation. The respondents were contacted in their respective

educational institutions. The respondents contacted were selected on a random basis.

However, the educational institutions were selected by administering cluster sampling.

The sample size was kept large to reduce the sampling error. The greater the sample

size, the more accurate will be the estimate of the true population mean. Kumar (2006,

168), one of the principles of sampling, was the logic behind this.


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For selecting the respondents, two methods were relied upon. First, for choosing the

educational institutions, cluster sampling was done based on location, so as to avoid

colleges/universities where same class or same locality of students was present. Then

after choosing the institution, a representative sample was taken from each chosen

institution. This sample was randomly chosen so as to avoid biasness or group thinking.


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Chapter 4

RESULTS

In order to see what the Pakistani youth has to think about this issue, the researcher

conducted a survey. This survey was primarily based on distributing questionnaires

among the target segment and then evaluating their responses. Whether or not the youth

agrees with this topic or has some other views about this will be revealed through the

analysis.

For the survey, the target population chosen was the youth segment of Pakistan. The

reason for choosing this segment was because youth is the most targeted audience of

majority of the advertisements in Pakistan and the world over. Thus, in order to get a first

hand knowledge of what they think, a questionnaire was designed and distributed to

them.

After specifying the target respondents, questionnaires were distributed. In total, the

researcher distributed about 160 questionnaires to various colleges and universities of

Peshawar. Included in the list are Institute of Management Sciences (IM|S), CECOS

University, FAST-NU, ICMS, English Dept, Biotech Dept, Dept of Environmental

Sciences, UET Peshawar, Economics Dept, Dept of Political Science, Psychology Dept,

Dept of Journalism, and several others. Also to get respondents of various other faculties,

some questionnaires were distributed in the Central Library of the Peshawar University.

Out of the 160 questionnaires distributed, about 150 were returned, and ultimately 143

were selected for analysis after further screening.

The questionnaires were analyzed using Statistical Package for Social Sciences (SPSS).

The following text contains the descriptive analysis of the study. The first portion of the

analysis represents the frequency distribution of the responses. It showed how many

people gave a certain response and consequently, what does the majority think about a

certain question. Next portion represents cross tabulation of the responses against the


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4.1 Frequency Distribution of the responses:

The first question in the questionnaire that was provided to the respondents was:

Please rank the following, from 1 to 5, according to what you think is the MAIN BENEFIT OF

ADVERTISING. (enter 1 for the highest and 5 for the least)

a. By viewing the advertisement we can judge the quality of the productb. Creates awareness about new, innovative products having new featuresc. Provides information about alternative products

d. Reflects the culture of our societye. Shows the latest trends and fashions

The respondents were meant to rank the options in order to find out what they think is the

main benefit of advertising. The results show that 54.5% respondents (78 people) think

that option b is the main benefit of advertising, followed by option e (64), c (55), a (38),and finally d (38)

Table 4. 1. 1: Question 1, option A (By viewing the advertisement we can judge the quality of the

product) as ranked by the respondents

Frequency Percent

the prime benefit 23 16.0

the secondary benefit 30 21.0

this benefit should beranked third 12 8.4

this benefit should be

ranked fourth38 26.6

the least benefit 40 28.0

Total 143 100.0


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Table 4.1. 2: Question 1, option B (Creates awareness about new, innovative products having new

features) as ranked by the respondents

Frequency Percent



this benefit should be rankedthird

22 15.4

this benefit should be rankedfourth

10 7.0


Total 143 100.0

Table 4.1. 3: Question 1, option C (Provides information about alternative products) as ranked by the

respondents

Frequency Percent



this benefit should be rankedthird

55 38.5

this benefit should be rankedfourth

22 15.4


Total 143 100.0

Table 4.1. 4: Question 1, option D (Reflects the culture of our society) as ranked by the respondents

Frequency Percent



this benefit should be ranked

third18 12.6


fourth41 28.7


Total 143 100.0


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Table 4.1. 5: Question 1, option E (Shows the latest trends and fashions) as ranked by the respondents

Frequency Percent




third35 24.5


fourth32 22.3


Total 143 100.0


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Table 4.1. 8: Question 2, option C (Shows images and advertising contents that dont reflect our

cultural values) as ranked by the respondents

Frequency Percent

the major drawback 18 12.6

a substantial drawback 32 22.4

a drawback that is potentiallydisturbing

48 33.6

I am least concerned about thisdrawback

45 31.5

Total 143 100.0

Table 4.1. 9: Question 2, option D (the negative and harmful aspects of the products are never shown)

as ranked by the respondents

Frequency Percent

the major drawback 58 40.6

a substantial drawback 41 28.7

a drawback that is potentiallydisturbing

21 14.7

I am least concerned about thisdrawback

23 16.0

Total 143 100.0


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Question 3 asked whether the benefits of advertising are more or its drawbacks? Here are

the results; 66.4 % (95/143 respondents) said that advertising has got more benefits than

drawbacks, whereas the rest expressed the opposite view.

Table 4.1. 10: Question 3 showing that advertising has more benefits than drawbacks

Frequency Percent

advertising has morebenefits

95 66.4

advertising has moredrawbacks

48 33.6

Total 143 100.0

Question 4 asked the respondents to mark any one of the following statements, whichthey agreed with:

a. Advertising helps the audience to make better and informed decisions about products

when buying something

b. Advertising creates dissatisfaction in the society, by creating demand for the advertised

product

The results show that 72.7 % (104/143 respondents) have agreed with the first statement

that advertising helps the audience make better and informed decisions. While the rest

opted for the second option

Table 4.1. 11: Question 4 showing that advertising helps the audience in better decision making

Frequency Percent

advertising helps to makeinformed decisions

104 72.7

advertising createsdissatisfaction in the society 39 27.3

Total 143 100.0


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In order to know whether sudden announcements as SALE, FRESH STOCK

AVAILABLE, or other advertisements of newly launched products forces the audience

to go for shopping or not, question 5 was asked. The respondents were required to mark

only one option. The results show that 93.7% (134/143 people) have agreed with the

statement provided in the question. Which means that only 6.3% (9/143 people) didnt

agree with the statement

Table 4.1. 12: Question 5 showing the impact of sudden announcements

Frequency Percent

no 9 6.3

yes 134 93.7

Total 143 100.0

This result consequently leads to the results of question 6, where 9 people didnt respond

to it, as they didnt agree with question 5. The question posed is:

People that go for shopping as a result of sudden announcements (as given in question # 5)

usually buy products unnecessarily

a. YESb. NO

61.5% (88/143 respondents) said YES, while 32.2% (46/143 respondents) said NO

Table 4.1. 13: Question 6 showing the behavior of the audience as a result of sudden announcements

Frequency Percent

- 9 6.3

no 46 32.2

yes 88 61.5

Total 143 100.0


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Respondents in Question 7 were asked to mark any one of the following options, to the

question posed:

If I dont buy the new and trendy products being advertised, the society wont accept me& / OR I will feel inferior to others

a. Strongly agree

b. Agree

c. Neither agree nor disagree

d. Disagree

e. Strongly disagree

Majority of the people, 32.2% (46/143 respondents) disagreed with the statement. The

next majority 25.2% (36/143 respondents) went to those who could neither agree nor

disagree, and 23.1% (33/143 people) strongly disagreed with the statement. It is worthyto note that only 2.1% (3/143 people) strongly agreed with the statement

Table 4.1. 14: Question 7 showing the response to the question posed

Frequency Percent

strongly agree 3 2.1

agree 25 17.5

neither agree nor disagree 36 25.2

disagree 46 32.2

strongly disagree 33 23.0

Total 143 100.0


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Question 8 gave the respondents 6 options to select the medium which they find most

influencing, and the least influencing. The following are the results: Unanimously, the

top position goes to television with 79.7% (114/143) responses. Billboards attained the

second place, followed by banners & signboards, newspapers, magazines & journals, and

ending at radio

Table 4.1. 15: Question 8, option A (Radio) as ranked by the respondents

Frequency Percent

this media is the mostinfluencing

4 2.8

this media comes second 12 8.4

this media comes third 12 8.4

this media comes fourth 20 14.0this media comes fifth 24 16.7

this media is the leastinfluencing

71 49.7

Total 143 100.0

Table 4.1. 16: Question 8, option B (Magazines & Journals) as ranked by the respondents

Frequency Percent

this media is the mostinfluencing

3 2.1



this media comes fourth 31 21.7

this media comes fifth 40 28.0

this media is the leastinfluencing

17 11.9

Total 143 100.0


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Table 4.1. 20: Question 8, option F (Newspapers) as ranked by the respondents

Frequency Percent

this media is the most influencing 7 4.9



this media comes fourth 40 28.0

this media comes fifth 31 21.7

this media is the least influencing 5 3.5

Total 143 100.0


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Question 9 stated:

What percentage (%) of the advertising contents (the product features, uses, & benefits of theadvertised product, etc.) do you think is true? (Please specify your choice by encircling any ONEofthe following percentages)

| | | | | | | | | | |0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Although the percentage varies, but one thing is certain, that more or less, the audience

does believe that some part of advertising is true. Most of the respondents 30.8%

(44/143) believe that 50% of the advertisement contents are true, and of course, the rest

50 % are not. After this, the next percentage that follows is 60 %, marked by 17.5%

(25/143 respondents). However, this statistic can be viewed in another way. 14% (40/143

respondents) believe in less than 50% of the advertising contents, whereas 41.3% (59/143

respondents) believe that more than 50% of the contents are true

Table 4.1. 21: Question 9 showing the belief of the respondents in the advertising contents

Frequency Percent

10 1 .7

20 7 4.9

30 12 8.4

40 20 14.0

50 44 30.760 25 17.5

70 22 15.4

80 8 5.6

90 2 1.4

100 2 1.4

Total 143 100.0


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Advertisements use different types of appeals for different purposes. To target different

audience, to launch varying products, to create a unique image in the minds of the

audience, different appeals are used for all these purposes. Question 10 pertains to

appeals the advertisements use. It states:

Which is the most persuasive element of an advertisement that is enough to persuade you to buy the

product? (Please rank them by giving1 to the most persuasive and4 to the least persuasive)

a. The types of appeals (emotional, rational, humor, sensual) that are used

b. The accuracy of information that is being provided through the advertisementc. The company that is advertising that product

d. The glamour (colors, songs, wordings, models/representatives) that is used in theadvertisement

33.6% (48/143 persons) think that the accuracy of the information is the main content of

advertising that really influences the audience, and thus rank it at the top. Then, people

are also highly affected by the company (advertiser) that is advertising the product.

32.9% (47/143 people) think that option c should stand at number 2. 28% (40/143 people)

think that glamour also affects the audience, but to a much lesser extent. And finally,

people are least influenced by the types of appeals that are used in the advertisements

Table 4.1. 22: Question 10, option A (the types of appeals that are used) as ranked by the respondents

Frequency Percent

this is the most persuasiveelement of advertisements

19 13.3

this element of advertisementscomes second

26 18.2

this element of advertisementscomes third

42 29.3

this element of advertisementsis the least persuasive

56 39.2

Total 143 100.0


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Table 4.1. 23: Question 10, option B (The accuracy of information being provided in the ads) as ranked

by the respondents

Frequency Percent


48 33.6


40 28.0


31 21.6

this element of advertisementsis the least persuasive

24 16.8

Total 143 100.0

Table 4.1. 24: Question 10, option C (The company that is advertising the product) as ranked by therespondents

Frequency Percent


43 30.0


47 32.9


30 21.0

this element of advertisements

is the least persuasive23 16.1

Total 143 100.0

Table 4.1. 25: Question 10, option D (the glamour used in the ads) as ranked by the respondents

Frequency Percent


33 23.0


30 21.0

this element of advertisementscomes third 40 28.0

this element of advertisements isthe least persuasive

40 28.0

Total 143 100.0


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Question 11 was meant to ask the respondents about their response to advertising.

Naturally, a respondents response to advertising could be anything between outright

rejection of the advertised product and buying it. Thus, this question asks the respondents

the same, by asking:

How many of your current possessions that you bought were as a direct response to their

advertisements on various media? (Please place a mark in any ONEof the boxes against thegiven options)

a. All of them

b. Most of them

c. Half or almost half of themd. A few of them

e. None of them

50.3% (72/143 people) said that only a few of their products were bought as a result of

advertisements. The immediate follower was option c, to which only 30 people agreed,

followed by option b (22)

Table 4.1. 26: Question 11, showing the possessions of the respondents as a result of advertisements

Frequency Percent

all of them 10 7.0

most of them 22 15.4

half or almost half of them 30 21.0

a few of them 72 50.3

none of them 9 6.3

Total 143 100.0

Though the last three questions though were not meant for any descriptive statistics, but

yet they gave a deep insight into the thinking of the respondents as well as the individual

thinking of both the sexes. For example, when in question 12 it is asked to name any

three products that are bought by them, but whose ads are not run on any media, the

results were similar as well as different.

The most common items that the females buy regardless of their advertisements being

shown on TV are: cosmetics both foreign and local, stationery items, like ball pens,

pointers, unstitched and ready made clothes, contact lenses and spectacles, hair brushes


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and straighteners, cell phones, cosmetics, local as well as foreign, shoes, branded and

unbranded, from Stylo, Samona, Imperial etc., medicated and non-medicated herbal

products for all round body care, hand bags and purses, books related to various fields of

knowledge, magazines and digests, artificial and gold jewelry, daily household items like

tooth brush, utensils, fruits and vegetables, bakery products, foreign biscuits, local and

foreign medicines, under garments, perfumes and body sprays, full range of gifts and

greeting cards, internet cards, scarfs, ready made and unstitched, and few other things

like calculators, computer accessories, CDs. This is a whole range of items that the

females have mentioned the most.

On the males side, the most common mentioned items are: foreign and local made shoes

from various branded and local outlets, a very famous Peshawari Chappal, clothes

including shirts, formal and casual trousers, jeans, suits, and other accessories, perfumes

and body sprays, stationery items, books of varying nature, wrist watches, house hold

items like beauty and bath soaps, eatables like ground wheat atta, vegetables,

medicines, sports goods, electronic appliances which include cameras, computer

accessories, CDs, TVs and VCDs, ipods, stereo systems for home as well as cars, musical

instruments - used and brand new, optical and dark glasses, bags, cellular phones, gifts

and greeting cards, bicycles for personal use, automobile parts, personal care products

including shampoos, face and mouth wash, hair gels and creams, and some not so

common items as furniture, umbrellas, and chocolates. These were the replies that were

recorded on recurring basis.

In order to know what type of advertisements the youth like, Question 13 was asked from

them to mention any three Pakistani ads run on any Pakistani TV channels, and also

specify the reason for so. Their responses are mentioned according to the genders along

with their reasons. The majority of the females like the ad ofTelenorand give many a

reasons for that. According to them, it uses very catchy themes, words and lyrics, the tune

is very appealing, the models used, specially Ali Zafar adds to the glamour of the ad.

Finally, girls also like the jingle yehi hai dhun sab ki. Another ad that seeks the

attention of the girls is ofPepsi. At top of the reasons is the song used, the acting of the


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boy in the ad, and a previous ad in which cricketers were shown. Coke is liked by its

energetic, creative, and innovative idea, which makes it equally funny and interesting to

watch. One ad that received a huge unilateral response is that ofOlpers. Almost all the

females like this ad due to the scenes depicted in it. The family appeal used in it is

receiving a great amount of attention and liking. Even its jingle Subh bakher zindagi is

creating a very sound impression. Other commonly mentioned ads are that of Mobilink

due to the male models it employs; Lux because of the colorful themes it uses; various

cooking oils because of depicting a family like situation and delicious foods; Safeguard

because of its animated cartoon Commander Safeguard and its informative purposes;

Bonanza garments because of the models, and Mitsubishi electronics because of its funny

theme. Tea milk ads are particularly liked by the females because of the family like

situation they portray. Topping this list is the ad of Every Day which is showing a

couples relation. Finally the ads that involve babies, like that ofPampers, Johnsons

Baby Shampoo, and Cerealac.

On the boys forum, the most liked ads were that ofUfone for the appeal that it uses for

the youth, Telenorfor an imaginary setting, its song, the two very attractive models used;

Ali Zafar and Aaminah Haq, and the dances in it. Coke for the very youth like, energetic

appeal used, which is both festive, and exciting to watch and specially giving it a very

local touch adds to its colors. Many a boys have also rated Capri andLux as their favorite

ads due to very attractive settings and the appearance of pretty faces. The ad ofCornetto

is also liked by many because of the appearance of one of the most hit musical band of

Pakistan -Jal, and the appearance of an Indian model. Mobilinkads are liked due to their

truthfulness, the appeals used and the models used in them, especially the female model

Iman Ali. Finally, people also liked the ads ofTUCbiscuits because of its jingle Kabhi

bhi kahin bhi,Riobecause of the witty comments in it and Commander Safeguardfor

the animated carton feature in it.

Finally, Question 14 asked the respondents which ads run on the Pakistani TV channels

they disliked the most along with the reason. One commonality that surely existed

between the two genders is that both of them dont want the ads of women sanitary


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product Always, Trustetc, contraceptive products Touch, Saathi etc, and any other ad

related to family planning by the Government of Pakistan. However, girls have a

different reason, boys have different. Girls say that watching such ads in front of their

families embarrass them, and make them feel guilty. Secondly, they think these kinds of

things should be kept secret rather than put on open display. Boys give the reason that

they create a harmful impact on the minds of young people that are in fact too young to

know these things. Running such ads would certainly make them wonder and question

others, which in turn makes them aware of information prematurely. Other common ads

that both the genders dislike is that of Meezan Cooking Oil. Both the groups say that

there is simply no relevance between what the ad says and what the people are doing in

the ad.

Females also didnt like the ad ofTarang(cheap appeal), a previous ad ofUfone where

girls were shown in provocative dressing, many of the ads of fairness creams as they term

them as totally unbelievable and utopist, and finally the ads of Telebrands as they also

give an unrealistic picture of the reality. Other ads that were termed as offensive were

that of Good Milk, Mod Girl, Olwell Milk, Dawlance, Hajmula, and ads run by the

Government for creating awareness regarding certain issues, as TB and Lady Health

Workers.

Males didnt like the ads previously run by many of the cellular companies, top in which

was that ofTelenor, where there was an overwhelming amount of dancing and vulgar

clothes, Mountain Dew as it shows images simply out of the world, the ads ofGreen Star,

Bravo Biscuits, Honda, PEL, and politics. The reason for all these ads given was that

there is simply no relation between the use of the product and the appeal that the ads are

using.

After this presentation of the data obtained through the questionnaires, there is presented

a cross tabulation of the responses of the people with respect to their gender to see if

there is a variation between the responses given by males and females..


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4.2 Cross Tabulation: Gender Vs responses:

The sample size was initially planned to be 150-200, but due to limited time, about 150

could be managed. Secondly, it was in the books that the sample would be contacted on

proportionate basis, depending on gender, but taking into consideration various

contingencies, the females constituted about 54 % (77 in number) of the population,

while the rest 46 % (66 in number) was male.

Cross tabulating the responses with gender gives some interesting comparison. But first,

lets see what the numbers have to say about the responses that each gender gave.

In question 1, where the respondents were asked about which one do they think is the

main benefit of advertising, both the genders agreed on option b with simple majority

(F=55.8%; M=52%). This is followed by option e 32.4% (25/77). But this is the decision

given by the females. The males differed in this respect. They ranked option e as 3 rd

30.3% (20/66)

Table 4.2. 1: Question 1, option A (By viewing the advertisement we can judge the quality of theproduct) as ranked by both the genders

Question1a

the prime

benefit

the secondary

benefit

this benefit

should be

ranked third

this benefit

should be

ranked

fourth

the least

benefittotal

Females12.9%

(10/77)

19.4%

(15/77)

10.3%

(8/77)

25.9%

(20/77)

31.1%

(24/77)77

Males

19.6%

(13/66)

22.7%

(15/66)

6%

(4/66)

27.2%

(18/66)

24.2%

(16/66) 66

Total 23 30 12 38 40 143


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Table 4.2. 2: Question 1, option B (Creates awareness about new, innovative products having new

features) as ranked by both the genders

Question1b

the prime

benefit

the secondary

benefit

this benefitshould be

ranked third

this benefit

should be

ranked

fourth

the least

benefittotal

Females55.8%

(43/77)

12.9%

(10/77)

14.2%

(11/77)

9%

(7/77)

7.7%

(6/77)77

Males53%

(35/66)

15.1%

(10/66)

16.6%

(11/66)

4.5%

(3/66)

10.6%

(7/66)66

Total 78 20 22 10 13 143

Table 4.2. 3: Question 1, option C (Provides information about alternative products) as ranked by both

the genders

Question1c

the prime

benefit

the secondary

benefit

this benefit

should be

ranked third

this benefit

should be

ranked fourth

the least

benefittotal

Females5.1%

(4/77)

28.5%

(22/77)

42.8%

(33/77)

12.9%

(10/77)

10.3%

(8/77)77

Males 6%(4/66)

31.8%(21/66)

33.3%(22/66)

18.1%(12/66)

10.6%(7/66)

66

Total 8 43 55 22 15 143


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Table 4.2. 4: Question 1, option D (Reflects the culture of our society) as ranked by both the genders

Question1d

the prime

benefit

the secondary

benefit

this benefit

should beranked third

this benefit

should beranked fourth

the least

benefit total

Females5.1%

(4/77)

6.4%

(5/77)

11.6%

(9/66)

29.8 %

(23/77)

46.7%

(36/77)77

Males4.5%

(3/66)

12.1%

(8/66)

13.6%

(9/66)

27.2%

(18/66)

42.4%

(28/66)66

Total 7 13 18 41 64 143

Table 4.2. 5: Question 1, option E (Shows the latest trends and fashions) as ranked by both the

genders

Question1e

the prime

benefit

the secondary

benefit

this benefit

should be

ranked third

this benefit

should be

ranked fourth

the least

benefittotal

Females22%

(17/77)

32.4%

(25/77)

19.4%

(15/77)

22%

(17/77)

3.8%

(3/77)77

Males16.6%

(11/66)

18.1%

(12/66)

30.3%

(20/66)

22.7%

(15/66)

12.1%

(8/66)

66

Total 28 37 35 32 11 143


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Question 2 asked the respondents to rank the main drawbacks of advertising. 42.8%

females (33/77) think that option d is the main drawback of advertising. The male

respondents also concur wit this view when 37.8% (25/66) of them have agreed with the

females on this rank (see table 4.2.9)

Table 4.2. 6: Question 2, option A (Creates dissatisfaction and sense of deprivation in people of low

income by showing costly and luxurious products) as ranked by both the genders

Question2a

the major

drawback

a substantial

drawback

a drawback

that is

potentially

disturbing

I am least

concerned

about this

drawback

total

Females 25.9%(20/77)

20.7%(16/77)

33.7%(26/77)

19.4%(15/77)

77

Males27.2%

(18/66)

21.2%

(14/66)

25.7%

(17/66)

25.7%

(17/66)66

Total 38 30 43 32 143

Table 4.2. 7: Question 2, option B (Irrelevant information is provided about the advertised product,

whereas the actual product is quite different) as ranked by both the genders

Question2b

the major

drawback

a substantial

drawback

a drawback

that is

potentially

disturbing

I am least

concerned

about this

drawback

total

Females18.1%

(14/77)

25.9%

(20/77)

20.7%

(16/77)

35%

(27/77)77

Males22.7%

(15/66)

30.3%

(20/66)

22.7%

(15/66)

24.2%

(16/66)66

Total 29 40 31 43 143


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Table 4.2. 8: Question 2, option C (Shows images and advertising contents that dont reflect our

cultural values) as ranked by both the genders

Question2c

the major

drawback

a substantial

drawback

a drawback

that is

potentially

disturbing

I am least

concerned

about this

drawback

total

Females12.9%

(10/77)

25.9%

(20/77)

28.5%

(22/77)

32.4%

(25/77)77

Male

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