ADVERTISING

Instructor: Zaheer Ud Din Babar

 Definitions of ‘ADVERTISING’

– The activity or profession of producing information for promoting the sale of

commercial products or services.
– Advertising is a means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are
intended to inform or influence people who receive them.
 Objectives of Advertising

– Preparing ground for new product

– Creation of demand
– Facing the competition
– Informing the changes to the customers

The ultimate goal of your marketing campaign. For example, “get more leads.”
Campaign objectives should be SMART: specific, measurable, achievable, realistic
and timely.
Why is advertising important
 Importance

– Advertising is important for the customers.

– Advertising is important for the seller and companies producing the products. (It helps them to
increase the sales, launching of a new product and retaining the consumers.)
– Advertising is important for the society (Advertising helps educating people. There are some social
issues also which advertising deals with like child labor, liquor consumption, girl child killing,
smoking, family planning education, etc.)
Brief History of Advertising

– In 1704, The first newspaper advertisement was published in Boston News-

Letter.
– The first radio commercial is credited to WEAF New York in 1922 for
Queensbury real estate corporation.
– World’s first TV advertisement was broadcast in 1941.
 History of Advertising in Pakistan (1950S & 60S: THE AGE OF THE
PIONEER)

A group of men independently travelled to Karachi from Bhopal, Bombay, Delhi, Calcutta, Lahore, Lucknow
and many other cities in India. Others were Karachi born and bred.

They were poets, artists, art collectors, merchants, writers, civil servants, musicians, raconteurs, bankers,
philanthropists and gentlemen farmers.

In Karachi, they set up offices.

S.M. Shahid was a man who established an advertising agency in Pakistan in 1963 by the name of Oscar.

In those days, the big players were foreign agencies such as D.J. Keymer, Grant Advertising, JWT, Stronach
Advertising and Crawford Advertising. After Partition, there were hardly any trained professionals, except
for those who came from India.

Pioneers of Advertising in Pakistan: Mohammad Mushtaq (National Advertisers); Chaudhry Abdul Ghafour
(United Advertisers)
 History of Advertising in Pakistan (1970S & 80S: THE YEARS OF
CREATIVITY)

The introduction of color in 1976 was a major boom driver for TV commercials. Within a few years, an average of six hours
of programming was aired, two of which were in color. As far as penetration was concerned, in 1964 it amounted to a mere
nine percent; by 1978 it reached 72.5% with at least a million sets in place, making TV a truly ‘mass medium’.

Advertising minutes amounted to approximately 35 minutes daily and the average cost per second ranged from Rs 110 ($11)
to Rs 183 ($18). Sectors such as FMCGs, financial institutions and personal care products accounted for nearly 66% of the
advertising. Furthermore, all the stations (Dhaka, Lahore, Karachi, Peshawar and Quetta) were linked, thus permitting PTV
to charge higher rates for commercials aired on all stations

The First Pakistan Advertising Congress was held in Karachi in September 1979. For the first time in the country’s history,
all six segments relevant to advertising came together for structured dialogue. The six segments are advertisers, agencies,
production services, media, government and consumers.

The sectors that advertised on PTV the most were food, drinks and powdered milk (29.6%), personal care products
(12.8%), clothing (seven percent), electronic appliances (6.9%), pharmaceutical products (6.8%), the government (5.6%)
and cigarettes (4.1%). Live sports transmissions were becoming increasingly common, many of which were sponsored and
a number of advertising options were introduced, in addition to regular spots.
 History of Advertising in Pakistan (TURN OF THE CENTURY: MEDIA
IN COLLISION)

In 1994, the media departments of J. Walter Thompson and Ogilvy & Mather, both WPP advertising agencies, merged and
formed Mindshare, the Group’s first global media agency network overseas. The idea behind it was to combine the media
budgets of the agencies’ clients in order to negotiate better rates and maximise their brands’ visibility across media.

In 1999, Mindshare came to Pakistan, prompted by Unilever (their media planning globally was handled by Mindshare).

In 1999, there were three channels in Pakistan: PTV, PTV World and NTM (which shut down a year later). Dealing with TV
then was easier; half of Unilever’s budget went to print and the other half to TV. Today, there are over 80 TV channels and
digital is now a primary medium. As a result, media planning has changed.

Rise of Entertainment channels, E-commerce, Digital media,

 History of Advertising in Pakistan (THE 21ST CENTURY: WHEN
CONSUMERS AWAKE)

Shift of Consumers from Karyana culture to departmental stores.

Advertisers focused on retail industry. According to a study conducted by Standard Chartered Bank last year, between 2011
and 2015, the size of the retail pie in Pakistan jumped from $96 to $133 billion, a 38.5% increase.

The current value of Pakistan’s retail sector is estimated at $152 billion, as per Planet Retail (a global retail consultancy). It
is the third largest contributor to the economy (after agriculture and industry), accounts for 18% of the total GDP and is the
second largest employer (after agriculture) providing jobs to more than 16% of the total labour force.

The Morphing of Mall Culture.

 History of Advertising in Pakistan (THE 21ST CENTURY: THE AGE OF
THE MILLENNIAL)

Digital Audience is increasing.

Between 2000 and 2010, agency revenues had started to shrink. Revenues from print jobs had gone as clients preferred to
work directly with the printing presses. Then came the media buying houses and the agencies lost their commission revenue
on media. Finally, as more and more film directors started to work directly with clients.

Software houses are so badly creative. By 2010, blue-chip companies began to take an interest in social media.

Even as late as 2015, 26 years after the birth of the World Wide Web, most clients still thought a digital presence meant only
having lots of ‘likes’ on Facebook posts.

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