Does Advertising Reflect The Trends or Does It Create Them?

Does Advertising Reflect the
trends or Does it Create them?
Supervised by:
Mr. Saadat Ullah Kakakhel
Ali Shafiq
BBA (Hons)
June 2008
Department of Management Sciences
FAST-National University of Computer

and Emerging Sciences, Peshawar
Does Advertising Reflect the
trends or Does it Create them?
Project Supervisor
__________________
Mr. Saadat Ullah Kakakhel
Head of Department
__________________
Dr. S. Ghiasul Haq
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 side’s 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, and
ads that do not conform to our culture have no space in the audience’s 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.
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
fiancée, Anbar, who stood by me through every thick and thin
and helped me in making my tasks a lot easier.
Ali Shafiq
Table of Contents
Abstract…………………………………………………………………………………….i
Acknowledgements……………………………………………………………………....iii
List of Tables and Figures...................................................................................................1
List of Abbreviations...........................................................................................................4
INTRODUCTION...............................................................................................................5
1.1 An introduction to Marketing........................................................................................5
1.1.1 Market Segments and Target Markets:...................................................................7
1.1.2 Marketing Mix:.......................................................................................................8
1.2 Advertising..................................................................................................................13
1.2.1 Classification of Advertising:...............................................................................15
1.3 The Two aspects of Advertising..................................................................................19
1.4 Advertising Regulations in Pakistan............................................................................21
1.4.1 Pakistan Advertising Association (PAA).............................................................22
1.4.1.1 Aims...............................................................................................................22
1.4.1.2 List of Few Prohibited Advertising given by PAA.......................................22
1.4.2 Pakistan Broadcasting Corporation (PBC): Code of Ethics for commercial
broadcast:.......................................................................................................................23
1.4.3 PTV Code of Advertising Standards & Practice..................................................24
1.4.4 All Pakistan Newspaper Society (APNS).............................................................25
LITERATURE REVIEW..................................................................................................26
RESEARCH METHODOLOGY......................................................................................28
3.1 Research Settings.....................................................................................................28
3.1.1 Data Collection tool..........................................................................................28
3.1.2 Sample Characteristics......................................................................................29
3.1.3 Sample Size......................................................................................................29
RESULTS..........................................................................................................................31
4.1 Frequency Distribution of the responses:................................................................33
4.2 Cross Tabulation: Gender Vs responses:.................................................................51
CONCLUSION..................................................................................................................66
RECOMMENDATIONS...................................................................................................68
References..........................................................................................................................71
Appendix .......................................................................................................................84
List of Tables and Figures
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................................................33
Table 4.1. 2: Question 1, option B (Creates awareness about new, innovative products
having new features) as ranked by the respondents...................................................34
Table 4.1. 3: Question 1, option C (Provides information about alternative products) as
ranked by the respondents.........................................................................................34
Table 4.1. 4: Question 1, option D (Reflects the culture of our society) as ranked by the
respondents................................................................................................................34
Table 4.1. 5: Question 1, option E (Shows the latest trends and fashions) as ranked by the
respondents................................................................................................................35
Table 4.1. 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 the
respondents................................................................................................................36
Table 4.1. 7: Question 2, option B (Irrelevant information is provided about the
advertised product, whereas the actual product is quite different) as ranked by the
respondents................................................................................................................36
Table 4.1. 8: Question 2, option C (Shows images and advertising contents that don’t
reflect our cultural values) as ranked by the respondents.........................................37
Table 4.1. 9: Question 2, option D (the negative and harmful aspects of the products are
never shown) as ranked by the respondents...............................................................37
Table 4.1. 10: Question 3 showing that advertising has more benefits than drawbacks...38
Table 4.1. 11: Question 4 showing that advertising helps the audience in better decision
making.......................................................................................................................38
Table 4.1. 12: Question 5 showing the impact of sudden announcements........................39
Table 4.1. 13: Question 6 showing the behavior of the audience as a result of sudden
announcements..........................................................................................................39
Table 4.1. 14: Question 7 showing the response to the question posed............................40
Table 4.1. 15: Question 8, option A (Radio) as ranked by the respondents......................41
Table 4.1. 16: Question 8, option B (Magazines & Journals) as ranked by the respondents
...................................................................................................................................41
Table 4.1. 17: Question 8, option C (Television) as ranked by the respondents...............42
Table 4.1. 18: Question 8, option D (Billboards) as ranked by the respondents...............42
Table 4.1. 19: Question 8, option E (Banners & Signboards) as ranked by the respondents
...................................................................................................................................42
Table 4.1. 20: Question 8, option F (Newspapers) as ranked by the respondents.............43
Table 4.1. 21: Question 9 showing the belief of the respondents in the advertising
contents......................................................................................................................44
Table 4.1. 22: Question 10, option A (the types of appeals that are used) as ranked by the
respondents................................................................................................................45
Table 4.1. 23: Question 10, option B (The accuracy of information being provided in the
ads) as ranked by the respondents.............................................................................46
Table 4.1. 24: Question 10, option C (The company that is advertising the product) as
ranked by the respondents.........................................................................................46
Table 4.1. 25: Question 10, option D (the glamour used in the ads) as ranked by the
respondents................................................................................................................46
Table 4.1. 26: Question 11, showing the possessions of the respondents as a result of
advertisements...........................................................................................................47
Y
Table 4.2. 1: Question 1, option A (By viewing the advertisement we can judge the
quality of the product) as ranked by both the genders...............................................51
Table 4.2. 2: Question 1, option B (Creates awareness about new, innovative products
having new features) as ranked by both the genders.................................................52
Table 4.2. 3: Question 1, option C (Provides information about alternative products) as
ranked by both the genders........................................................................................52
Table 4.2. 4: Question 1, option D (Reflects the culture of our society) as ranked by both
the genders.................................................................................................................53
Table 4.2. 5: Question 1, option E (Shows the latest trends and fashions) as ranked by
both the genders.........................................................................................................53
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.................................................................................................................54
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.................................................................................................................54
Table 4.2. 8: Question 2, option C (Shows images and advertising contents that don’t
reflect our cultural values) as ranked by both the genders........................................55
Table 4.2. 9: Question 2, option D (The negative and harmful aspects of the products are
never shown) as ranked by both the genders.............................................................55
Table 4.2. 10: Question 3 showing the response by both the genders...............................56
Table 4.2. 11: Advertising helps to make better informed decisions, as said by both
genders.......................................................................................................................56
Table 4.2. 12: the impact of sudden announcements on both the genders........................57
Table 4.2. 13: the behavioral pattern of both the genders as a result of sudden
announcements..........................................................................................................57
Table 4.2. 14: Question 7, showing the response of both the genders..............................58
Table 4.2. 15: Question 8, option A (Radio) as ranked by both the genders.....................59
Table 4.2. 16: Question 8, option B (Magazines & Journals) as ranked by both the
genders.......................................................................................................................59
Table 4.2. 17: Question 8, option C (Television) as ranked by both the genders..............60
Table 4.2. 18: Question 8, option D (Billboards) as ranked by both the genders.............60
Table 4.2. 19: Question 8, option E (Banners & Signboards) as ranked by both the
genders.......................................................................................................................61
Table 4.2. 20: Question 8, option F (Newspapers) as ranked by both the genders...........61
Table 4.2. 21: Question 9 showing the percentage of belief both the genders have in the
contents of advertising...............................................................................................62
Table 4.2. 22: Question 10, option A (The types of appeals that are used) as ranked by
both the genders.........................................................................................................63
Table 4.2. 23: Question 10, option B (The accuracy of information being provided in the
ads) as ranked by both the genders............................................................................63
Table 4.2. 24: Question 10, option C (The company that is advertising the product) as
ranked by both the genders........................................................................................64
Table 4.2. 25: Question 10, option D (the glamour used in the ads) as ranked by both the
genders.......................................................................................................................64
Table 4.2. 26: the possessions by both the genders as a result of advertisements.............65
YFigure 1: Diagram showing the relation of Customer ‘C’ with the 4 P’s of the marketing
Mix.................................................................................................................................
List of Abbreviations
AIDWC- All India Democratic Women’s 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
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.”
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 Khanum
Memorial Cancer Hospital or any other “not for-profit” organization is also marketing,
however, their purpose is not to earn from it.
Another point about marketing is that it’s 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, that’s 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.”
This definition introduces some new terms. The P’s 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 is Potohar and Jimny; and for carriage purposes, there are Ravi
and Bolan. All these different brands, for what reason? It’s 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.”
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 organization’s 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 4P’s 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
exchange? Where should it be available conveniently? And how should we let the target
audience know that it’s 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). Let’s take the 4P’s 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 area
is 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
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 company’s activities that make the product available
to target customer. It’s 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 consumers” Quester 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 3P’s. 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 firm’s 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.
 Sales Promotion: “Short-term incentives to encourage the purchase or sale of a
product or service”, Kotler & Armstrong (2005, 247). Its basic aim is to stimulate
interest, encourage a trial, and promote a purchase. It is usually non-personal in
nature and is highly situation-oriented. Depending on the circumstances, the
company or the reseller can erect Point-of-Purchase (POP) displays, provide gift
coupons and free samples, arrange for contests and issue circulars, and give
discounts, free home delivery and installation, and samples.
 Public Relationing: “Building good relations with the company’s various

customers by obtaining favorable publicity, building up a ‘good corporate image’
and handling or heading off unfavorable rumors, stories and events”, Kotler &
Armstrong (2005, 247). It deals with the promotion and maintenance of a
favorable public image and is usually done by arranging charities, fund raising
ceremonies, sponsorship of any social event etc.
 Publicity: Publicity is defined by Miller & Layton (2001, 40) as: “Any unpaid
form of non-personal presentation of ideas, goods, or services.” It involves routine
press releases, narrating a story about the company or giving an advertisement on
any special occasion, e.g.; an educational institution giving an ad to eradicate
illiteracy on International Literacy Day.
 Advertising: Kotler & Armstrong (2005, 427) differentiate advertising from

publicity as “Any paid form of non-personal presentation of ideas, goods, or
services by an identified sponsor.” The most obvious form of promotion is the
advertising. It can come in various form and media, like electronic media (TV,
radio, internet), print media (Newspaper, magazine, journals), and outdoors
(billboards, banners, posters, pamphlets).
Advertising is covered in more detail under the next head.
So what’s the moral of the story? All the four P’s are important as far as customer
satisfaction is concerned. This is depicted in the figure 1 on the page 17, where customer
“C” lies in the centre while all the P’s are equidistant from it. This shows that all the P’s
play an equally important role in delivering the need satisfying product. The job of the
marketing manager is to make sure that all the 4P’s 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 4P’s. 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.
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 won’t 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 doesn’t 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
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
advertiser’s 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, it’s 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, that’s an idea.
What is the advertising all about? It’s all about getting people to know about the
company, to identify the sponsor. Without this, the advertiser is likely to be less
successful.
Mass Media are 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
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 agricultural
input/products. Pakistani media shows a lot of ads for this category. Commonly seen ads
are Engro 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.
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, or Wadud 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 this
strategy.
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.
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, let’s 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.
P P
P CP
Figure 1: Diagram showing the relation of Customer ‘C’ with the 4 P’s of the marketing Mix.
(Source: Perreault, William D. and Jerome McCarthy, 2005, 38)
1.3 The Two aspects of Advertising
“Advertising is the granddaddy of all the promotional tools. It’s 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
none’s view point can be denied. Thus, the advertising industry lies in a delicate balance
of “to 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 designer’s 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
wasn’t directed towards you and you didn’t 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 doesn’t want! The famous saying
that “Advertisements can sell a refrigerator to Eskimos” is then an exaggeration! And
answering to the other controversy, they say that since advertiser’s personal image, the
company’s 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.
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 Association’s 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 PAA’s 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 viewer’s 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, including
advertising 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
1
PAA (Pakistan Advertising Association). Legislations, PTV Advertising Code of Conduct, (online),
available at: <http://www.paa.com.pk/legislations.html> accessed on 3:43 pm, PST, February 27, 2008
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.
1
PAA (Pakistan Advertising Association). Activities, List of Few Prohibited Activities by PAA, (online),
available at: <http:// www.paa.com.pk/activities.html> accessed on 3:41 pm, PST, February 27, 2008
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 to
the 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.
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)
1.4.4 All Pakistan Newspaper Society (APNS)1
The significance of this Organization is duly reflected in the fact that it provides a bridge
between the newspapers and the advertising agencies. It was an accepted reality that the
newspapers and the advertising agencies are the two wheels of the same carriage and not
antagonistic rivals. They compliment each other and the existence of one is inextricably
linked with that of the other. However, in order to make the liaison between newspapers
and advertising agencies closer and firmer the APNS had taken positive steps to
consolidate the mutual relationship.
The Society also endeavored to encourage, promote and develop the science and art of
journalism and newspaper industry and in this connection, in 1981, the APNS instituted
advertising awards in various categories to promote advertising, particularly designing
and copy writing, giving a big fillip to advertising profession in Pakistan. Subsequently
the Journalist Awards were launched in 1982. The awards ceremonies are being regularly
held since 1981. (See Appendix C for details of the regulations)
1
APNS (All Pakistan Newspapers Society). Introduction, (online), available at:
<http://www.apns.com.pk/intro.htm> accessed on 1:45 pm, PST, March 6, 2008
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
Women’s 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 doesn’t 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), that
make 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.
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 or Persuasion? An Empirical Investigation of the Effect of Advertising on
Brand Awareness and Perceived Quality using Panel Data that the advertising has two
purposes; informative and persuasive. “The purpose of persuasive advertising…is 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 don’t 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 consumer’s 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)”
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 can’t 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.
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.
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.
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
gender, which will give a clear picture of what the males and the females have to think
about a particular problem or question asked.
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 product

b. Creates awareness about new, innovative products having new features
c. Provides information about alternative products
d. Reflects the culture of our society
e. 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 be

12 8.4
ranked third
this benefit should be

38 26.6
ranked fourth
the least benefit 40 28.0
Total 143 100.0

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 ranked
22 15.4
third
10 7.0
fourth
Total 143 100.0
Table 4.1. 3: Question 1, option C (Provides information about alternative products) as ranked by the
respondents
Frequency Percent

55 38.5
third
22 15.4
fourth
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

18 12.6
third

41 28.7
fourth
Total 143 100.0

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

35 24.5
third

32 22.3
fourth
Total 143 100.0

Question number 2 asked:
Please rank the following, from 1 to 4, according to what you think is the MAIN DRAWBACK OF
ADVERTISING. (enter 1 for the highest and 4 for the least)
a. Creates dissatisfaction and sense of deprivation in people of low income, by showing

costly and luxurious products
b. Irrelevant information is provided about the advertised product, whereas the actual
product is quite different
c. Shows images and advertising contents that don’t reflect our cultural values
d. The negative or harmful aspects of the products are never shown in the advertisement
The motive was to know which option do the consumers think is the main drawback of
advertising. According to the results, 40.6% (58 people) think that option d is the main
drawback of advertising. It is followed by option c (48), option a (43), and option b (40)
Table 4.1. 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 the respondents
Frequency Percent
the major drawback 38 26.6

a substantial drawback 30 21.0
a drawback that is potentially
43 30.0
disturbing
I am least concerned about this
32 22.4
drawback
Total 143 100.0
Table 4.1. 7: Question 2, option B (Irrelevant information is provided about the advertised product,
whereas the actual product is quite different) as ranked by the respondents
Frequency Percent

31 21.7
disturbing
I am least concerned about
43 30.0
this drawback
Total 143 100.0
Table 4.1. 8: Question 2, option C (Shows images and advertising contents that don’t reflect our
cultural values) as ranked by the respondents
Frequency Percent

48 33.6
disturbing
45 31.5
drawback
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

21 14.7
disturbing
23 16.0
drawback
Total 143 100.0
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 more

95 66.4
benefits
advertising has more

48 33.6
drawbacks
Total 143 100.0
Question 4 asked the respondents to mark any one of the following statements, which
they 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 make

104 72.7
informed decisions
advertising creates
39 27.3
dissatisfaction in the society
Total 143 100.0
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) didn’t
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 didn’t respond
to it, as they didn’t 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. YES
b. 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
Respondents in Question 7 were asked to mark any one of the following options, to the
question posed:
“If I don’t buy the new and trendy products being advertised, the society won’t 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 worthy
to 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
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 most

4 2.8
influencing
this media comes second 12 8.4
this media comes third 12 8.4

this media comes fourth 20 14.0
this media comes fifth 24 16.7
this media is the least
71 49.7
influencing
Total 143 100.0
Table 4.1. 16: Question 8, option B (Magazines & Journals) as ranked by the respondents
Frequency Percent

3 2.1
influencing

17 11.9
influencing
Total 143 100.0
Table 4.1. 17: Question 8, option C (Television) as ranked by the respondents
Frequency Percent

114 79.7
influencing

3 2.1
influencing
Total 143 100.0
Table 4.1. 18: Question 8, option D (Billboards) as ranked by the respondents
Frequency Percent

14 9.8
influencing

this media is the least influencing 29 20.3
Total 143 100.0
Table 4.1. 19: Question 8, option E (Banners & Signboards) as ranked by the respondents
Frequency Percent

3 2.1
influencing

18 12.6
influencing
Total 143 100.0
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 is the least influencing 5 3.5
Total 143 100.0
Question 9 stated:
What percentage (%) of the advertising contents (the product features, uses, & benefits of the
advertised product, etc.) do you think is true? (Please specify your choice by encircling any ONE of
the 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 30.7
60 25 17.5
70 22 15.4
80 8 5.6
90 2 1.4
100 2 1.4
Total 143 100.0
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 giving 1 to the most persuasive and 4 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 advertisement
c. The company that is advertising that product
d. The glamour (colors, songs, wordings, models/representatives) that is used in the
advertisement
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 persuasive

19 13.3
element of advertisements
this element of advertisements

26 18.2
comes second

42 29.3
comes third

56 39.2
is the least persuasive
Total 143 100.0
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
comes second

31 21.6
comes third

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 the
respondents
Frequency Percent

43 30.0

47 32.9
comes second

30 21.0
comes third

23 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
comes second

40 28.0
comes third
this element of advertisements is

40 28.0
the least persuasive
Total 143 100.0
Question 11 was meant to ask the respondents about their response to advertising.
Naturally, a respondent’s 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 ONE of the boxes against the
given options)
a. All of them
b. Most of them
c. Half or almost half of them
d. 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
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 of Telenor and 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 of Pepsi. At top of the reasons is the song used, the acting of the
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 of Olper’s. 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
couple’s relation. Finally the ads that involve babies, like that of Pampers, Johnson’s
Baby Shampoo, and Cerealac.
On the boys’ forum, the most liked ads were that of Ufone for the appeal that it uses for
the youth, Telenor for 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 and Lux as their favorite
ads due to very attractive settings and the appearance of pretty faces. The ad of Cornetto
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. Mobilink ads 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 of TUC biscuits because of its jingle “Kabhi
bhi kahin bhi”, Rio because of the witty comments in it and Commander Safeguard for
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 don’t want the ads of women sanitary
product Always, Trust etc, 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 didn’t like the ad of Tarang (cheap appeal), a previous ad of Ufone 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 didn’t like the ads previously run by many of the cellular companies, top in which
was that of Telenor, where there was an overwhelming amount of dancing and vulgar
clothes, Mountain Dew as it shows images simply out of the world, the ads of Green 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..
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 the
product) as ranked by both the genders
Question1a
this benefit
this benefit
the prime the secondary should be the least
should be total
benefit benefit ranked benefit
ranked third
fourth
12.9% 19.4% 10.3% 25.9% 31.1%

Females 77
(10/77) (15/77) (8/77) (20/77) (24/77)
19.6% 22.7% 6% 27.2% 24.2%

Males 66
(13/66) (15/66) (4/66) (18/66) (16/66)
Total 23 30 12 38 40 143
Table 4.2. 2: Question 1, option B (Creates awareness about new, innovative products having new
features) as ranked by both the genders
Question1b
this benefit
this benefit
the prime the secondary should be the least
should be total
benefit benefit ranked benefit
ranked third
fourth
55.8% 12.9% 14.2% 9% 7.7%

Females 77
(43/77) (10/77) (11/77) (7/77) (6/77)
53% 15.1% 16.6% 4.5% 10.6%

Males 66
(35/66) (10/66) (11/66) (3/66) (7/66)
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
this benefit this benefit

the prime the secondary the least
should be should be total
benefit benefit benefit
ranked third ranked fourth
5.1% 28.5% 42.8% 12.9% 10.3%

Females 77
(4/77) (22/77) (33/77) (10/77) (8/77)
6% 31.8% 33.3% 18.1% 10.6%

Males 66
(4/66) (21/66) (22/66) (12/66) (7/66)
Total 8 43 55 22 15 143
Table 4.2. 4: Question 1, option D (Reflects the culture of our society) as ranked by both the genders
Question1d

5.1% 6.4% 11.6% 29.8 % 46.7%

Females 77
(4/77) (5/77) (9/66) (23/77) (36/77)
4.5% 12.1% 13.6% 27.2% 42.4%

Males 66
(3/66) (8/66) (9/66) (18/66) (28/66)
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

22% 32.4% 19.4% 22% 3.8%

Females 77
(17/77) (25/77) (15/77) (17/77) (3/77)
16.6% 18.1% 30.3% 22.7% 12.1%

Males 66
(11/66) (12/66) (20/66) (15/66) (8/66)
Total 28 37 35 32 11 143
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
a drawback I am least
the major a substantial that is concerned
total
drawback drawback potentially about this
disturbing drawback
25.9% 20.7% 33.7% 19.4%

Females 77
(20/77) (16/77) (26/77) (15/77)
27.2% 21.2% 25.7% 25.7%

Males 66
(18/66) (14/66) (17/66) (17/66)
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
total
disturbing drawback
18.1% 25.9% 20.7% 35%

Females 77
(14/77) (20/77) (16/77) (27/77)
22.7% 30.3% 22.7% 24.2%

Males 66
(15/66) (20/66) (15/66) (16/66)
Total 29 40 31 43 143
Table 4.2. 8: Question 2, option C (Shows images and advertising contents that don’t reflect our
cultural values) as ranked by both the genders
Question2c
total
disturbing drawback
12.9% 25.9% 28.5% 32.4%

Females 77
(10/77) (20/77) (22/77) (25/77)
12.7% 18.1% 39.3% 30.3%

Males 66
(8/66) (12/66) (26/66) (20/66)
Total 18 32 48 45 143
Table 4.2. 9: Question 2, option D (The negative and harmful aspects of the products are never shown)
as ranked by both the genders
Question2d
total
disturbing drawback
42.8% 27.2% 16.8% 12.9%

Females 77
(33/77) (21/77) (13/77) (10/77)
37.8% 30.3% 12.1% 19.6%

Males 66
(25/66) (20/66) (8/66) (13/66)
Total 58 41 21 23 143
In question 3, the decision is unanimous. 64.9% (50/77) females and 68.1% (45/66)
males in all agree with that advertising has more benefits than drawback
Table 4.2. 10: Question 3 showing the response by both the genders
Question3
advertising has advertising has

total
more benefits more drawbacks
64.9% 35.1%
Females 77
(50/77) (27/77)
68.1% 31.9%
Males 66
(45/66) (21/66)
Total 95 48 143
The same agreement between the two genders continue in question 4, where 67.5%
(52/77) females, and the same number but different percentage, 78.7% of males agree
with the first statement, that advertising basically helps the audience in informed decision
making
Table 4.2. 11: Advertising helps to make better informed decisions, as said by both genders
Question4
advertising
advertising helps to
creates
make informed total
dissatisfaction in
decisions
the society
67.5% 32.5&
Females 77
(52/66) (25/66)
78.7% 21.3%
Males 66
(52/66) (14/66)
Total 104 39 143

Sudden announcements like “SALE”, “FRESH STOCK AVAILABLE” etc tends to have
the same effect on both the genders. In question 5, 94.8% (73/77) females and 92.4%
(61/66) males have agreed with the statement
Table 4.2. 12: the impact of sudden announcements on both the genders
Question5
no yes total
5.2% 94.8%
Females 77
(4/77) (73/77)
7.6% 92.4%
Males 66
(5/66) (61/66)
Total 9 134 143
However, there is an interesting finding in the next question. Although both the genders
agree (F=68.8%; M=53%) with the fact that when people go for shopping as a result of
such sudden announcements, the shop unnecessarily, however, a substantial percentage
(47%) of males also disagree with the statement
Table 4.2. 13: the behavioral pattern of both the genders as a result of sudden announcements
Question6
- no yes total
5.2% 25.9% 68.8%

Females 77
(4/77) (20/77) (53/77)
7.6% 39.3% 53%

Males 66
(5/66) (26/66) (35/66)
Total 9 46 88 143
In response to question 7, where they were asked to show their opinion whether not
buying trendy products will make them feel inferior to others, the females rejected the
idea, when 36.6% (28/77) of them disagreed with it. The males however were giving
importance to both, disagreement as well as indifference, when 27.2% (18/66) responded
to both of them
Table 4.2. 14: Question 7, showing the response of both the genders
Question7
strongly neither agree strongly

agree disagree total
agree nor disagree disagree
18.1% 23.3% 36.6% 22%

Females 0 77
(14/77) (18/77) (28/77) (17/77)
4.5% 16.6% 27.2% 27.2% 24.2%

Males 66
(93/66) (11/66) (18/66) (18/66) (16/66)
Total 3 25 36 46 33 143
Both females and males share the view that radio is not among the top five of the most
influencing advertising media (see table 4.2.15). Both the groups were unanimous on this
decision. For magazines & Journals, 24.6% (19/77) females ranked it as third on the
influencing list, whereas the male community gave it 37.8% (25/66) casts to place it on
fifth position (see table 4.2.16) . Does this show that females read more magazines than
the males? There is no need to mention even where television would stand! An
overwhelming 83.1% (64/77) females and 75.7% (50/66) males ranked TV as the most
influencing medium of all (see table 4.2.17). Some girls 23.3% (18/77 of them) say that
billboards stand at number 2. The same number and percentage says that they stand at
number 5; so this is probably a matter of debate. On the boys’ side, a simple majority of
37.8% (25/66) respondents have placed the billboards on number 2 (see table 4.2.18).
Still an attractive and influencing medium is the signboards. With not much difference,
these are ranked at number 3 by both the genders. Though there is too little difference
between the votes of third position and the fourth (see table 4.2.19). Finally in the case of
the newspapers; 25.9% (20/77) females think that it should be ranked on 4 th place, while
27.2% (21/77) say that it should be 5 th. Males on the other hand are agreeing on the 4 th
spot by a simple majority of 30.3% (20/66 casts). This concluded the influence on either
of the genders by the various media
Table 4.2. 15: Question 8, option A (Radio) as ranked by both the genders
Question8a
this media this this this

this media this media
is the most media media media
comes is the least total
influencin comes comes comes
fourth influencing
g second third fifth
6.4% 9% 16.8% 18.1%

Females 1.2% (1/77) 48% (37/77) 77
(5/77) (7/77) (13/77) (14/77)
10.6% 7.5% 10.6% 15.1% 51.5%

Males 4.5% (3/66) 66
(7/66) (5/66) (7/66) (10/66) (34/77)
Total 4 12 12 20 24 71 143
Table 4.2. 16: Question 8, option B (Magazines & Journals) as ranked by both the genders
Question8b
this this this

this media this media this media
media media media
is the most comes is the least total
comes comes comes
influencing fourth influencing
second third fifth
23.3% 24.6% 20.7% 19.4% 10.3%

Females 1.2% (1/77) 77
(18/77) (19/77) (16/77) (15/77) (8/77)
3% 9% 13.9% 22.7% 37.8% 13.6%

Males 66
(2/66) (6/66) (9/66) (15/66) (25/66) (9/66)
Total 3 24 28 31 40 17 143
Table 4.2. 17: Question 8, option C (Television) as ranked by both the genders
Question8c
this media this media this media this media this media
is the most comes comes comes is the least total
influencing second third fifth influencing
83.1% 11.6% 3.8% 1.2%

Females 0 77
(64/77) (9/77) (3/77) (1/77)
75.7% 10.6% 6% 3% 4.5%

Males 66
(50/66) (7/66) (4/66) (2/66) (3/66)
Total 114 16 7 3 3 143
Table 4.2. 18: Question 8, option D (Billboards) as ranked by both the genders
Question8d
this this this

media media media
comes comes comes
second third fifth
11.6% 23.3% 10.3% 12.9% 18.1% 23.3%

Females 77
(9/77) (18/77) (8/77) (10/77) (14/77) (18/77)
37.8% 16.6% 10.6% 10.6% 16.6%

Males 7.5% (5/66) 66
(25/66) (11/66) (7/66) (7/66) (11/66)
Total 14 43 19 17 21 29 143
Table 4.2. 19: Question 8, option E (Banners & Signboards) as ranked by both the genders
Question8e
this this this

media media media
comes comes comes
second third fifth
15.5% 31.1% 24.6% 129% 15.5%

Females 0 77
(12/77) (24/77) (19/77) (10/77) (12/77)
4.5% 10.6% 30.3% 25.7% 19.6% 9%

Males 66
(3/66) (7/66) (20/66) (17/66) (13/66) (6/66)
Total 3 19 44 36 23 18 143
Table 4.2. 20: Question 8, option F (Newspapers) as ranked by both the genders
Question8f
this this this this media

this media this media
media media media is the least
is the most comes total
comes comes comes influencin
influencing fourth
second third fifth g
3.8% 19.4% 20.7% 25.9% 27.2% 2.5%

Females 77
(3/77) (15/77) (16/77) (20/77) (21/77) (2/77)
6% 19.6% 24.2% 30.3% 15.1% 4.5%

Males 66
(4/66) (13/66) (16/66) (20/66) (10/66) (3/66)
Total 7 28 32 40 31 5 143
Do the genders show any variation in terms of the belief they hold about the truthfulness
of the advertising contents? This question can be answered by comparing the responses
of both the sexes. Both males and females are of the view that only 50% of the
advertising contents are true. Although there are variations above and below this
percentage, but that are only subliminal
Table 4.2. 21: Question 9 showing the percentage of belief both the genders have in the contents of
advertising
Question9
10 20 30 40 50 60 70 80 90 100 total
1.2% 5.1% 10.3% 12.9% 32.4% 22% 10.3% 3.8% 1.2%

Females 0 77
(1/77) (4/77) (8/77) (10/77) (25/77) (17/77) (8/77) (3/77) (1/77)
4.5% 6% 15.1% 28.7% 12.1% 21.2% 7.5% 3% 1.5%

Males 0 66
(3/66) (4/66) (10/66) (19/66) (8/66) (14/66) (5/66) (2/66) (1/66)
1 7 12 20 44 25 22 8 2 2 143
It is normally thought that women tend to think emotionally, whereas men think
rationally. If this is so, the next question would show some variations between the
responses of both the groups. The responses by the women group reveal that the most
persuasive content of any advertisement is the accuracy of information being provided by
the advertisement (see table 4.2.23). The other elements involved for ranking included
the company that is advertising the product, the glamour, and finally the appeals used,
respectively. The men folk didn’t think different in this either. They also ranked the
choices in the same order as did their female counterparts
Table 4.2. 22: Question 10, option A (The types of appeals that are used) as ranked by both the
genders
Question10a
this
this is the most this element of
element of this element of
persuasive advertisements
advertisem advertisements total
element of is the least
ents comes comes third
advertisements persuasive
second
10.3% 14.2% 31.1% 44.1%

Females 77
(8/77) (11/77) (24/77) (34/77)
16.6% 22.7% 27.2% 33.3%

Males 66
(11/66) (15/66) (18/66) (22/66)
Total 19 26 42 56 143
Table 4.2. 23: Question 10, option B (The accuracy of information being provided in the ads) as ranked
by both the genders
Question10b
this is the
this element
most this element of
of this element of
persuasive advertisement
advertiseme advertisements total
element of s is the least
nts comes comes third
advertiseme persuasive
second
nts
32.4% 25.9% 24.6% 16.8%

Females 77
(24/77) (20/77) (19/77) (13/77)
34.8% 30.3% 18.1% 16.6%

Males 66
(23/66) (20/66) (12/66) (11/66)
Total 48 40 31 24 143
Table 4.2. 24: Question 10, option C (The company that is advertising the product) as ranked by both
the genders
Question10c
this is the
most this element of this element this element of
persuasive advertisement of advertisement
total
element of s comes advertisement s is the least
advertisemen second s comes third persuasive
ts
32.4% 37.6% 16.8% 12.9%

Females 77
(25/77) (29/77) (13/77) (10/77)
27.2% 27.2% 25.7% 19.6%

Males 66
(18/66) (18/66) (17/66) (13/66)
Total 43 47 30 23 143
Table 4.2. 25: Question 10, option D (the glamour used in the ads) as ranked by both the genders
Question10d
this is the
this element
most this element of
of this element of
persuasive advertisement
advertiseme advertisements total
element of s is the least
nts comes comes third
advertiseme persuasive
second
nts
24.6% 22% 27.2% 25.9%

Females 77
(19/77) (17/77) (21/77) (20/77)
21.2% 19.6% 28.7% 30.3%

Males 66
(14/66) (13/66) (19/66) (20/66)
Total 33 30 40 40 143
Though they might say that 50% of the advertising contents are true, as that advertising
helps us make informed decisions, yet most of the people have bought only a limited
number of products as a result of advertisements. In the case of females, 55.8% (43/77)
say that a few of their products were bought as a result of advertisements, whereas in
males, this percentage is 43.9% (29/66).
Table 4.2. 26: the possessions by both the genders as a result of advertisements
Question11
half or almost
all of them most of them a few of them none of them total
half of them
5.1% 12.9% 20.7% 55.8% 5.1%

Females 77
(4/77) (10/77) (16/77) (43/77) (4/77)
9% 18.1% 21.2% 43.9% 7.5%

Males 66
(6/66) (12/66) (14/66) (29/66) (5/66)
Total 10 22 30 72 9 143
Chapter 5
CONCLUSION
Following is a question wise conclusion drawn from the analysis of the results of the
questionnaires:
 It can be safely deduced from the results that the audience does view advertising
as a vital source of information regarding the launch of new products and
comparative buying. Not only the audience contains this view, but is of the
opinion that the same is the main advantage of advertising.
 Another result can also be established, that people are well aware that no ad can
ever show its harmful/negative side. This could lead to a serious problem for the
advertisers who then have to find unusual ways to convince the audience.
 Keeping these two views in mind, there is still good news for the advertisers that
the audience does hold a positive view about advertising than negative. Majority
of the audience believes that 50 % or more of the advertising contents are telling
the truth. This means that the audience still has faith in the attributes and the
characteristics of the products being advertised.
 Moreover, advertising can force the audience to act against their wills, by making
sudden announcements.
 The topic can be cautiously answered here. When a person doesn’t believe that
the advertised product can make him/her prominent and acceptable to the society,
it is out of question that the ad will compel him/her. This however does not rule
out the personal satisfaction that a person gains when he/she buys/consumes the
advertised product.
 TV won the race! More than any other form of media, TV got the maximum
number of replies. Since there is no interactive media included in the options,
therefore, we cannot rule out its impact on the audience.
 Despite the fact that the audience does believe in the advertising contents and are
influenced by them, the audience still holds a very little of their possessions which
are being advertised.
 There is still great potential for the advertisers to advertise those products that
have not been advertised so far.
 An attractive model, cultural setting, a very catchy tune (song), some humorous
touch, and factual information are the key ingredients in making an attractive ad.
 Irrelevant connection between the ad settings and the product, over exaggerating
the product claims, and scenes not in conformance with our cultural norms are
rejected out rightly.
RECOMMENDATIONS
Based on the conclusions drawn from the results, the following recommendations are
made:
 Pakistan Advertising Association aims to promote legal, decent, honest, and

truthful advertising which is acceptable to the laws of the land. The Pakistan
Broadcasting Corporation also endorses these aims when it lays down its
regulations. Moreover, this is also stipulated in the code of conduct prepared by
the Pakistan Television Corporation. Since the viewers see advertising as a means
that provide information to make better purchasing decisions, the advertisers
should keep in mind what the law says. What we see generically on nearly all the
media is a total violation of the laws. A number of the advertisements shown on
the most influencing media, TV, are not decent, honest, and truthful. This has
been mentioned by the respondents when they term nearly all the fairness cream
ads as fabrication. Statement 12 of Code of Ethics of Commercial Broadcast laid
down by PBC clearly states that the advertisers have to maintain the confidence of
the audience in the advertising contents by showing the truth. Moreover, PTV
Code of Advertising Standards and Practice states in its article 17 that any claim
and/or description that is shown, should be verifiable.
 Promotion through display of sensual matter, women in provocative dressing,
indecent wordings, or any image that goes beyond the norms of decency in
Pakistani society should not be used. Article 11 part i, iv, vii, xii of the PTV Code
of Advertising Standards and Practice clearly specify the laws regarding all that
we see daily on our TV screens. Continuing this practice will not only make the
advertisers answerable to law, but will also win their audience dismay, as already
noted. The respondents have shown their concern about the ads that contain such
matter, the most of which are the ads of cellular companies and mobile phones.
Though they might attract some people through such contents, the majority gets
offended.
 A very obvious statement that the respondents gave is to impose a complete ban
on the ads of women sanitary products. This is not only their verdict, but the code
of conduct laid down by PTV also stipulates it. Article 15, part ix clearly prohibits
the ads pertaining to these products. Moreover, contraceptive products should also
be banned from being aired. This is clearly mentioned in the list of prohibited
advertising by the PAA.
 Ads should adhere to the principle of simplicity and norms of our culture.
Respondents have shown their concern about the impact of advertising being
disruptive to the less blessed people. They regard this harmful impact because of
such ads that show lavish dishes, expensive dresses, electric appliances and
automobiles, and housing schemes. It is seen nowadays the same being portrayed
in many of today’s ads, contrary to the regulation given by PTV, which requires
that the advertisers should keep the images simple enough, not to harm anyone’s
feelings.
 Marketers should try to find newer and newer ways to create an impact. It is
human nature that it gets bored form monotony. Any new offers, any sudden
announcements, any change in the tariff rates or prices is likely to create a
favorable effect.
 A logical connection can be made between the advertisements and the possessions
of the people. The respondents of the present study possess only a few things that
are being advertised. If the ads are analyzed, it will show that majority of the ads
are consumer goods, or daily house hold items like washing powder, cooking oils,
bath soaps, cosmetics, sanitary items etc., whereas only a few relate to cellular
phones, network connections and durable products. The former category can be
called staple items that are used once and are used up during consumption. Thus,
they cannot be included in “possessions”. Thus when asked about current
possessions, their reply would surely be that only a few of their possessions were
bought as a result of advertisements. Those few possessions are the cell phones,
mobile phone connection, or any other durable items. This means that there is an
opportunity for the producer of durable products to advertise pertaining to this
lucrative market.
 Finally, the local market of Peshawar has a lot of potential in terms of advertising.
As seen, people are using a lot of products, irrespective of whether they are
advertised or not. It can do wonders, even if a little is spent on the advertising of
these products. Samona & Stylo Shoes, unstitched cloth sellers, and the like if start
advertising, they are bound to hit more sales and consequently, earn more profits.
References
Anderson, S. P., & Regis Renault (2004) Advertising Content. Available at

<http://ssrn.com/abstract=521742>
Arens, F. Williams, Contemporary Advertising. 8th ed., USA: McGraw-Hill Irwin, 2002
Clark, R. C., Ulrich Doraszelski, & Michaela Draganska (2007) Information or persuasion? An
Empirical Investigation of the Effect of Advertising on Brand Awareness and Perceived
Quality using Panel Data. Available at <http://ssrn.com/abstract=1007571>
Franses, P. H., & Marco Vriens (2004) Advertising effects on awareness, consideration and brand
choice using tracking data. Available at <http://ssrn.com/abstract=594965>
Karnani, A. (2007) Doing Well by Doing Good Case Study: ‘Fair & Lovely’ Whitening Cream.
Available at <http://ssrn.com/abstract=958087>
Kotler, Philip, & Gary Armstrong, Principles of Marketing. 11th ed., New Delhi (India): Prentice
Hall of India Pvt. Ltd., 2005
Kumar, Ranjit, Research Methodology: A step-by-step guide for beginners. 2nd ed., India: Pearson
Education, 2006
Miller & Layton, Fundamentals of Marketing. 4th ed., Australia: Irwin/McGraw Hill, 2001
Perreault, William D. Jr., & E. Jerome McCarthy, Basic Marketing: A Global Managerial
Approach. 15th ed., New Delhi (India): Tata McGraw Hill Publishing Company Ltd., 2005
Quester, Pascale G. et al., Basic Marketing: A Managerial Perspective. 3rd ed., Australia:
McGraw Hill Book Co. Australia Pvt. Ltd., 2001
Semenik, Richard J., Promotion and Integrated Marketing Communications. Canada: South-
Western Thomson Learning, 2002
Sharma, Sangeeta, & Raghuvir Singh, Advertising: Planning and Implementation. New Delhi
(India): Prentice-Hall of India, Pvt. Ltd., 2006
Appendix A
Questionnaire
Please read the instructions carefully (given in ITALICS) before answering

any question.
1. 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 product

b. Creates awareness about new, innovative products having new features
c. Provides information about alternative products
d. Reflects the culture of our society
e. Shows the latest trends and fashions
2. Please rank the following, from 1 to 4, according to what you think is the MAIN
DRAWBACK OF ADVERTISING. (enter 1 for the highest and 4 for the least)
a. Creates dissatisfaction and sense of deprivation in people of low income,

by showing costly and luxurious products
b. Irrelevant information is provided about the advertised product, whereas
the actual product is quite different
c. Shows images and advertising contents that don’t reflect our cultural
values
d. The negative or harmful aspects of the products are never shown in the
advertisement
3. Which ONE of the following statements do you favor? (please place a “√” mark
in ONE of the corresponding boxes)
a. Advertising has more benefits than drawbacks for our society.

b. Advertising has more drawbacks than benefits for our society.
4. Which ONE of the following statements do you agree with? (Please place a “√”
mark in ONE of the corresponding boxes)
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
5. Do you think that advertisements of newly launched brand of products, or

“SALE”, or “FRESH STOCK AVAILABLE” influence people to go for
shopping?
a. YES
b. NO
6. If your answer to question # 5 was “NO” then please skip this question . If you
replied “YES”, then please mark your choice by placing a “√” mark in any ONE
of the boxes against the options:
People that go for shopping as a result of sudden announcements (as given in

question # 5) usually buy products unnecessarily
a. YES
b. NO
7. Please give your reaction to the following statement, by placing a “√” mark in
any ONE of the boxes against your desired choice:
“If I don’t buy the new and trendy products being advertised, the society
won’t accept me & / OR I will feel inferior to others”
a. Strongly agree
b. Agree
c. Neither agree nor disagree
d. Disagree
e. Strongly disagree
8. Which of the following media is the most persuasive in terms of influencing your
decisions? (Please rank the following by giving 1 to the most influencing and 6
to the least influencing in the boxes provided against each option)
a. Radio
b. Magazines & Journals
c. Television
d. Billboards
e. Banners & Signboards
f. Newspapers
9. What percentage (%) of the advertising contents (the product features, uses, &
benefits of the advertised product, etc.) do you think is true? (Please specify your
choice by encircling any ONE of the following percentages)
| | | | | | | | | | |
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
10. Which is the most persuasive element of an advertisement that is enough to

persuade you to buy the product? (Please rank them by giving 1 to the most
persuasive and 4 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
advertisement
c. The company that is advertising that product
d. The glamour (colors, songs, wordings, models/representatives) that is used
in the advertisements
11. 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 ONE
of the boxes against the given options)
a. All of them
b. Most of them
c. Half or almost half of them
d. A few of them
e. None of them
12. If you have marked “ALL OF THEM” as a response to question # 11 on the

previous page, then please skip this question. If you have marked any other
option in question # 11, then please answer the following:
Please mention the names of any three of your products which you bought,
but whose advertisements are not run on any media:
i. ___________________________________________________
ii. ___________________________________________________
iii. ___________________________________________________
13. Please mention any three Pakistani advertisements shown on TV that you
LIKE the most. (Also specify the reason for each)
i. ___________________Reason:__________________________
ii. ___________________Reason:__________________________
iii. ___________________Reason:__________________________
14. Please mention any three Pakistani advertisements shown on TV that you
DISLIKE the most. (Also specify the reason for each)
i. ___________________Reason:__________________________
ii. ___________________Reason:__________________________
iii. ___________________Reason:__________________________
Personal Information
The mandatory fields in the personal information section are marked

with (*). Please DO NOT leave them empty.
Name: _________________________________ Gender*: M / F Age*: ________

Marital Status*: Married / Unmarried / Other: _____________________________
Religion*:________________________ Education*:__________________________
Institution: ___________________________________________________________
Contact Number or Email id: ____________________________________________
Appendix B
PTV Code of Advertising Standards & Practice
Preamble
1. The general principle which will govern all television advertising is that it should
conform to the law of the country and the best traditions of our people. It should also be
legal, decent, honest and truthful. This principle is not peculiar to the television medium,
but is one which applies to all reputable advertising in other media as well. Nevertheless,
television, because of its greater intimacy within the home, gives rise to problems which
do not necessarily occur in other media. In the interest of the majority of the viewers, it is
essential to maintain a consistently high quality of television advertising. In judging
advertisements, the main consideration will be the impression it is likely to create on an
average audience which includes children and young persons of innate judgement and of
impressionable age.
2. The detailed rules set out below are intended to be applied in the spirit as well as the
letter and should be taken as laying down the minimum standards to be observed. The
provisions of this Code, while spelling out in detail certain curbs which have to be
imposed on the exercise of the freedom of expression in the interest of the majority of
television viewers, shall nevertheless, leave room for encouragement of creative freedom.
3. The word 'advertisement' will cover any item of publicity inserted in the programmes
broadcast by PTV.
4. Programme Independence
No advertisement may include anything that states, suggests or implies, or could

reasonably be taken to state, suggest or imply that any part of any programme broadcast
by PTV has been supplied or suggested by any advertiser.
5. Identification of Advertisements
An advertisement must be clearly distinguishable as such and recognizably separate from

the programmes. An advertisement should not generally take the form of news or
documentation, but be a clear-cut message from the advertiser himself. The expression
'News Flash' must not be used as an introduction to an advertisement even if preceded by
an advertiser's name.
6. Subliminal Advertising
No advertisement may include any technical device which, by using images of very brief
duration or by any other means exploits the possibility of conveying a message to, or
otherwise influencing the minds of members of an audience without their being aware, or
fully aware, of what has been done.
7. Religion
Quranic verses or quotations from, or references to Ahadith must not be used in

advertisements. Similarly, Saints or other great religious leaders, dead or alive, should
neither be personified in advertisements nor a reference be made to their sayings or
writings. An advertisement will be regarded as unsuitable for exhibition if it directly
undermines Islam; ridicules, disparages or attacks any religious sect, caste or creed;
causes hatred or strife among religious sects, castes or creeds; shows ceremonies at places
of religious significance such as shrines and mosques in such a manner as to cause
disrespect to religion.
8. Politics
Advertisements must not be directed towards any political end. No advertisement may be
inserted by or on behalf of anybody, the objects whereof are wholly or mainly of political
in nature. No advertisement may show partiality as respects matters of political or
industrial controversy or relating to current public policy. Any advertisement or part
thereof shall be precluded from exhibition on TV, if it includes an incident, dialogue. or
jingle, etc, which is likely to hurt national sentiments, give offence to any section of the
public or injure the feelings of any class of persons and promotes breach of law. An
advertisement shall be regarded as unsuitable for public exhibition, if it portrays incidents
having a tendency to disparage, malign or misrepresent the law, religious convictions and
practices, political creed, tradition or history, customs and manners, etc. of any country or
people; impair good relations between Pakistan and any other nation and directly or
indirectly refers to any dispute between Pakistan, and any other state.
9. Law and Order
Advertisements must comply in every respect with the law, common or statute and must
not directly or indirectly glorify vice; crime, violence, black-marketing, smuggling,
bribery, corruption or any other social evil.
Any advertisement or part thereof shall be deemed unfit for exhibition on TV if it directly
or by implication seeks to:
i) violate any provisions of the Constitution or any law for the time being in
force;
ii) bring into contempt Pakistan or its people or tends to undermine its integrity
or solidarity as an independent state;
iii) promote or support sedition, anarchy or violence in the country;
iv) lead to breach of law and order or creates sympathy for violation of laws;
v) intend to cover up sequences predominantly consisting of violence or crime;
vi) bring into contempt the Armed Forces, Police Force or any other Force as any
institution;
vii) portray the Armed Forces or Police Force in derogatory uniforms or such
uniforms as are not in accordance with the approved pattern;
viii) distort historical facts, such as maligning of Pakistan, its traditions or heroes;
ix) fan racial, sectarian, parochial, linguistic, regional, or class hatred; and
x) glorify adultery, promiscuousness, lustful passion or excessive drinking.
10. Morals and Society
Advertisements must not lower the morals of the viewers. Within the generality of this
Code, any advertisement or part thereof which comes into direct clash with the accepted
standards of morality and social values in Pakistan or which seeks to impair accepted
moral standards and social values by glorification of vice or crime shall be unfit for
exhibition on TV. Advertisements must uphold the sanctity of the home and institution of
marriage.
11. Good Taste
No advertisement should offend against good taste or decency or be offensive to public

feelings. Advertisements of products/services which have no relevance to women-folk
should not feature any female model in them. Commercials of products or services
exclusively meant for the fair sex can project female models but the main emphasis of the
commercial should be on the product rather than on the model. Ads of those products and
services that are of common use to both the sexes can also feature females to a limited
extent and unnecessary projection should not be given. The following must be avoided:
i. dances (save folk dances in rare cases) and vulgar songs or stolen strains of
music;
ii. anything that looks with approbation at social inequality or militates against
the concept of human dignity, especially the dignity of labor;
iii. the alien dresses and environments not conforming to our national culture, e.g.
women with “Bindi”' or similar mark on forehead;
iv. women in tight costumes, sleeveless and lowcut neck shirt/blouse, jeans,
hipster sarees, tight outfits exhibiting body contours and women wearing
shalwar-kameez without dopatta;
v. scenes of men and women undressing and their indecent movements;
vi. themes which are purely permissive in character and treatment and which
touch the susceptibilities of the viewers;
vii. dialogues, songs, speeches, jokes or gestures which are obviously vulgar,
obscene, indecent or provocative;
viii. display of the living human figure in the nude or in indecorous clothing in an
obviously licentious manner with the intent to provoke lustful passion, or
projecting indecent exposure of human body;
ix. scenes depicting act of perversion, abortion, childbirth and surgical operation
beyond the limits of decency arid the unavoidable demands of the plot;
x. exhibition of wanton cruelty to animals;
xi. portrayal of brutal fighting, exaggerated horror, torture or cruelty;
xii. assuming shameless postures and/or making unrefined remarks.
12. Simplicity
Simplicity is basic to our cultural values and should be preserved and promoted as such.
Advertisements must lay due stress on simplicity in dress, manners and living habits. The
following must be avoided:
i. a depiction of opulence in enviable light;

ii. expensive tastes, extravagance, vanity, ostentation, love of idle ness;
iii. exhibition of jewellery and expensive dresses.
13. Fear and Superstitions
Advertisements must not, without justifiable reason, play on fear. No advertisement

should exploit the superstitions.
14. Stridency
Audible matter in advertisements must not be excessively noisy or strident.
15. Unacceptable Products or Services
Advertisements for products or services coming within the recognized character of, or
specifically concerned with the following, are not acceptable:
i. advertisement of alcoholic beverages;

ii. money-lenders, except duly constituted banks;
iii. matrimonial agencies and correspondence clubs;
iv. fortune-tellers and the like;
v. undertakers or others associated with death or burial;
vi. unlicensed employment services, registers or bureaus;
vii. private investigation agencies;
viii. women's foundation garments such as brassiers, etc;
ix. women's sanitary towels;
x. filmed commercials of jewellery and jewellery trade;
xi. students' guidebooks and guess papers purporting to induce students to bypass
the prescribed text books;
xii. organizations/companies/persons seeking to advertise for the purpose of
giving betting tips;
xiii. betting (including pools).
NOTE: An advertiser who markets more than one product may not use advertising copy
devoted to an acceptable product for purposes of publicizing the brand name or other
identification of an unacceptable product.
16. Gifts or Prizes
Commercials of products and services containing an offer of a gift, prize or premium are
unacceptable. No advertisement on TV may include anything that offers/states, suggests
or implies or could reasonably be taken to offer/state, suggest or imply that any gift,
reward, prize or premium would be given to the buyers of the product or service
concerned. All ads must conform to the Section 294-8 of the Pakistan Penal Code.
17. Descriptions and Claims
No advertisement may contain any descriptions, claims or illustrations which directly or

by implications mislead about the product or service advertised or about suitability for
the purpose recommended. In particular:
i. Special Claims: No advertisement shall contain any reference which is likely

to lead the public to assume that the product advertised or an ingredient has
some special property or quality which is incapable of being established.
ii. Scientific Terms and Statistics: Scientific terms, statistics, quotations from
technical literature and the like must be used with a proper sense of
responsibility to the ordinary viewer. Irrelevant data and scientific jargon must
not be used to make claims appear to have a scientific basis they do not
possess. Statistics of limited validity should not be presented in such a way as
to make it appear that they are universally true.
Claims, descriptions or illustrations - directly or by implications - contained in

commercials, in any form, must be based on facts and should be legally valid.
Advertisements must not mislead consumers/buyers by undue emphasis, distortion or
false claims.
Advertisers and their agencies must be prepared to substantiate any descriptions, claims'
or illustrations through documentary evidence and produce authentic proof of its being
genuine and authoritative.
18. Price Claims
Visual and verbal presentation of actual and comparative prices and cost must be accurate
and incapable of misleading by undue emphasis or distortion.
19. Comparisons
Advertisements containing comparisons with other advertisers, or other products, are

permissible in the interest of vigorous competition and public information, provided they
comply with the terms of this section and the next following section of the Code.
i. advertisements should respect the principles of fair competition and should be

so designed that there is no likelihood of the consumer being misled as a result
of the comparison, either about the product advertised or that with which it is
compared.
ii. The subject matter of a comparison should not be chosen in such a way as to
confer an artificial advantage upon the advertiser.
iii. Points of comparison should be based on facts which can be substantiated and
should not be unfairly selected.
In particular:
a) the basis of comparison should be the same for all the products being
compared and should be clearly stated in the advertisement so that it can be
seen that like, is being compared with like.
b) where items are listed and compared with those of competitors' products, the
list should be complete or else the advertisement should make clear that the
items are only a selection.
20. Denigration
Advertisements should not unfairly attack or discredit other products; advertisers or

advertisements directly or by implication.
21. Testimonials
Testimonials must be genuine and must not be used in a manner likely to mislead.
Advertisers and their agencies must produce evidence in support of any testimonial and
any claims therein.
22. Inertia Selling
No advertisement will be accepted from advertisers who send the goods advertised, or
additional goods, without authority from the recipient.
23. Imitation
Any imitation likely to mislead television viewers, even though it is not of such a kind as
to give rise to a legal action for infringement of copyright or for “passing off” must be
avoided.
24. Guarantees
The word “guarantee” should be used with caution and sparingly and only in relation to
some specific description or quality. It must be made quite clear to what it applies and in
what way it protects the purchaser.
25. Instructional Courses
Advertisements offering courses of instruction in trades or subjects leading up to

professional or technical examinations must not imply the promise of employment or
exaggerate the opportunity of employment or remuneration alleged to be open to those
taking such courses; neither should they offer unrecognized “degrees” or qualifications.
Advertisements by correspondence schools and colleges will normally be accepted only

from those granted accreditation by the Government.
26. Reproduction and Techniques
It is accepted that the technical limitations of photography can lead to difficulties in

securing a faithful portrayal of a subject and that the use of special techniques or
substitute materials may be necessary to overcome these difficulties. These techniques
must not be abused; no advertisement in which they have been used will be acceptable,
unless the resultant picture presents a fair and reasonable impression of the product or its
effects and is not such as to mislead.
While judging each advertisement, it will be kept in view that each visual scene, song,
incident and dialogue etc., is examined in the context of advertisement as a whole, its
relevance and appropriateness to the situation and its commercial, thematic and artistic
justification and the impression it is likely to create on the minds of Pakistani families,
individuals, children and young people of impressionable age.
27. Advertising and Personalities
i. Prominent citizens, dignitaries, political personalities, foreign diplomats, VIPs

and national heroes should not be included in an advertisement unless with
their specific written permission and with their prior approval that their
appearance is being utilized for advertising purposes;
ii. advertisements should not include prominent deceased personalities or their

sayings;
iii. unless duly authorized by PTV in writing, cartoons, characters and puppets
featured in PTV's programmes must not expressly recommend products or
services or be shown using the product.
28. Advertising and Children
Particular care should be taken over advertising that is likely to be seen or heard by large
numbers of children and advertisements in which children are to be employed. More
detailed guidance is given in Appendix I.
29. Advertising of Medicines and Treatments
Within the generality of the PTV Code the advertising of medicines and treatments is
subject to the detailed rules given in Appendix II.
30. Cigarette Advertising
The chief "don'ts" are that cigarette advertising should not:
i. exaggerate the attractions of smoking

ii. encourage people to smoke more
iii. claim any health advantage for one brand over another except on grounds
acceptable to the health authorities
iv. claim that smoking is a necessity for-relaxation concentration
v. claim that a particular brand is a sign or proof of manliness, courage or daring
Appendix I
Advertising and Children
Children's ability to distinguish between fact and fantasy will vary according to their age
and individual personality, Particular care should be taken over advertising that is likely
to be seen or heard by large numbers of children and advertisements in which children
are to be employed, No product or service may be advertised and no method of
advertising 'may be used, which might result in harm to them physically, mentally or
morally. In particular:
i) No advertisement which encourages children to enter strange places or to

converse with strangers in an effort to c ollect coupons, wrappers, labels, etc.,
is allowed. It must be ensured that the scheme contains no element of danger
to children.
ii) Advertisements must not directly urge children to purchase or to ask their
parents or others to make enquiries or purchases.
iii) No advertisement for a commercial product or service is allowed if it contains
any appeal to children which suggests in any way that unless the children
themselves buy or encourage other people to buy the product or service they
will be failing in some duty or lacking in loyalty towards some person or
organization whether that person or organization is the one making the, appeal
or not.
iv) No advertisement is allowed which leads children to believe that if they do not
own the product 'advertised they will be inferior in some way to other children
or that they are liable to be held in contempt or ridicule for not owning it.
v) If there is to be a reference to a competition for children in an advertisement,
the value of prizes and the chances of winning one must not be exaggerated.
vi) While it is recognized that children are, not the direct purchasers of many
products over which they are naturally allowed to exercise preference, care
should be taken that they are not encouraged to make themselves a' nuisance
to other people in the interests of any particular product or service. In an
advertisement offering a free gift, a premium or a competition for children, the
main emphasis of the advertisement must be on the product with which the
offer is associated.
vii) Advertisements shall not encourage persistent sweet eating. Advertisements
for confectionery or snack foods shall not suggest that suggest that such
product may be substituted for proper meals.
viii) Advertisements of milk food and baby milk must comply with all relevant
legal requirements. Advertisements of milk food (for babies) must invariably
suggest that
i) "Mothers' milk is the best for babies. In case it is not available the advertised
particular brand of milk food is an alternate - nearest to mother's milk." The
claim must however be got duly verified by Federal Ministry of Health.
ix) Children must not be used to present or comment on products about which
they cannot be expected to have direct interest or knowledge.
x) Children in advertisements should be reasonably well- mannered and well
behaved.
xi) Children must not be used to give formalized personal testimony. This will
not, however, normally preclude children giving spontaneous comments on
matters in which they would have an obvious natural interest.
xii) Children should not appear to be unattended in street scenes unless they are
obviously old enough to be responsible for their own safety; should not be
shown playing on the road, unless it is clearly shown to be a playstreet or
other safe area; should not be shown stepping carelessly off the pavement or
crossing the road without due care; in busy street scenes they should be !2en
to use zebra crossings for crossing the road; and should be otherwise seen in
general, as pedestrians or cyclists, to behave in accordance with the Highway
Code.
xiii) Children should not be seen leaning dangerously out of windows or over
bridges, or climbing dangerous cliffs.
xiv) Small children should not be shown climbing up to high shelves or reaching
up to take things from a table above their heads.
xv) Children must not be shown using matches or any gas, paraffin, petrol,
mechanical or mains-powered appliance which could lead to their suffering
burns, electrical shock or other injury.
xvi) Children must not be shown driving or riding on agricultural machines
(including tractor-drawn carts or implements).
xvii) Medicines, disinfectants, antiseptics and caustic substances must not be shown
within reach of children nor be shown using these products in any way.
Appendix II
Advertising of Medicines & Treatments

The harm to the individual that may result from exaggerated, mis leading or unwarranted
claims justifies the adoption of a very high standard and the inclusion of considerable
detail in a Code designed to guide those who are concerned with this form of advertising.
Any advertisement relating to drugs, medicines and general health tonics should strictly
conform to the Drugs Act 1976 as well as to the Sind Fancy Therapeutic Substance,
Magic Remedies, Miracle Cure and Guaranteed Relief Advertisements Control Act 1973
and to all rules and regulations framed by the Government. It will be for the advertisers
themselves to make sure of this and they will be solely and dire ctly responsible for any
objection raised to any advertisement by the authorities concerned. They may in their
own interest obtain a certificate from the authorities concerned to the effect that the
provisions of the said Acts have been complied with. Advertisements of drugs and
medicinal products will be accepted by PTV for showing on Television on this
understanding.
Unacceptable Products or Services

1. Advertisements for products or services coming within the recognized character of, or
specifically concerned with, the following are not acceptable:
i) products or treatments for bust development or for slimming, weight reduction

or limitation, or figure control;
ii) contraceptives;
iii) smoking cures;
iv) products for the treatment of alcoholism;
v) contact or corneal lenses;
vi) clinics for the treatment of hair and scalp;
vii) products for the treatment of haemorrhoids
viii) pregnancy testing services;
ix) hypnosis, hypnotherapy, psychology, psychoanalysis or psychiatry.
N.B. An advertiser who markets more than one product may not use advertising copy
devoted to an acceptable product, for the purposes of publicizing the brand name or other
identification of an unacceptable product.
Professional Advice
2. In advertisements for medicines, treatments and products which are claimed to
promote or be beneficial in illness, the following are not allowed:
i) visual presentations of doctors, dentists, veterinary surgeons, pharmaceutical
chemists, nurses, midwives, etc., which give the impression of professional
advice or recommendation, and
ii) statements giving the impression of professional advice or re commendation
made by persons who appear in the advertisements and who are presented,
either directly or by implication, as being qualified to give such advice or
recommendation.
To avoid misunderstanding about the status of the presenter of a medicine or treatment, it

may be necessary to establish positively in the course of an advertisement that the
presenter is not a professionally qualified adviser.
Hospital Tests
3. No reference may be made to a hospital test unless the Medical Committee of the
hospital concerned is prepared to vouch for its validity.
Testimonials
4. No advertisement for a medicine or treatment may include a testimonial by a person
well known in public life, sports, entertainment, etc.
Tonic
5. The use of this expression is not acceptable in advertisements for medicines or
treatments or products for which medical or health claims are made.
Vitamins
6. No advertisement shall state or imply that good health is likely to be endangered solely
because people do not supplement their diets with vitamins.
Hazards of Self Medication

7. Advertisements of drugs, medicines, etc. etc. in which precautions have been
prescribed must contain cautions and. inform about the hazards of self-medication and
side effects. These must be adequately projected in commercials.
Toothpaste/Tooth Powder
8. Advertisements of toothpaste(s) and tooth powder(s) wherein mention has been made
of any well defined drug, medicine, herb, etc. require clearance from the authorities
concerned. Visual presentations regarding the method applied for brushing and cleaning
of teeth must conform to the properly laid down procedures by the medical
profession/dentists.
Advertisements should not contain any of the following:
i) CURE: A claim to cure any ailment: or symptoms of ill health, nor should an
advertisement contain a word or expression used in such a form or context as to mean in
the positive sense the extirpation of any ailment, illness or-disease.
ii) ILLNESS AND MEDICAL ATTENTION: Any matter which can be regarded as an offer of
a medicine or product for, or advice relating to the treatment of serious diseases,
complaints, conditions, indications,' or symptoms which should rightly receive the
attention of a registered medical practitioner.
iii) MISLEADING OR EXAGGERATED CLAIMS: Any matter which directly or by

implication misleads or departs from the truth as to the compositions, character or action
of the medicine or treatment advertised or as to its suitability for the purpose for which it
is recommended.
iv) APPEALS TO FEAR: Any statement or illustration calculated to induce fear on the part
of the viewer that he is suffering, or may without treatment suffer, or suffer more
severely, from an ailment, illness or disease.
v) COMPETITIONS: An offer of any prize competitions or similar schemes.
vi) DIAGNOSIS OR TREATMENT BY CORRESPONDENCE: An offer to diagnose by

correspondence disease, conditions or any symptoms of ill health, in a human being or a
request from any person for a statement of his or any other person's symptoms of ill
health with a view to advising as to or providing for treatment of such conditions of ill
health by correspondence or an offer to treat by correspondence any ailment, illness,
disease or symptoms thereof in a human being.
vii) DISPARAGING REFERENCES: Any direct or implied disparagement of the products,

medicines or treatments of another advertiser or manufacturer or registered medical
practitioner or the medical profession.
viii) MONEY-BACK OFFER: Offers to refund money to dissatisfied users.
ix) COLLEGE, CLINIC, LABORATORY: The words College, Clinic, Institute, laboratory, or
similar terms unless an establishment corresponding to the description used does, in fact,
exist.
x) DOCTORS, HOSPITALS, ETC: Any reference to doctors, hospitals, or hospital tests,

whether Pakistani or foreign, unless such reference can be substantiated by independent
evidence and can properly be used in the manner proposed; or the name of a pro duct
containing the term 'Doctor' or 'Dr", unless the products were so named prior to 1st
January, 1944.
xi) PRODUCTS OFFERED PARTICULARLY TO WOMEN: Offers of products, medicines or
treatments for disorders or irregularities peculiar to women, which contain the following
or similar expressions which may imply that the product, medicine or treatment
advertised can be effective in inducing miscarriage; 'Female
Pills', 'Not to be used in cases of pregnancy', The stronger the remedy the more effective
it is', 'Never known to fail'.
xii) ILLUSTRATIONS: Any illustration which by itself or in combination with words used
in connection therewith is likely to convey a misleading impression, or any reasonable
interference which can be drawn infringing the provisions of this Code.
xiii) EXAGGERATED COPY: Copy which is exaggerated by reason of improper use of

words, phrases or methods of presentation, e.g. the use of the words 'magical', 'miracle'
'miraculous',
xiv) NATURAL REMEDIES: A claim or suggestion, contrary to the fact, that the article
advertised in the form in which it occurs in nature or that its value lies in its being a
'natural' product.
xv) SPECIAL CLAIM: Any reference which is calculated to lead the public to assume that
the article, product, medicine or treatment advertised, or an ingredient has some special
property or quality which is, in fact, unknown or unrecognized.
xvi) SEXUAL WEAKNESS, PREMATURE, AGEING, LOSS OF VIRILITY: A claim that the
product, medicine or treatment advertised will promote sexual virility or be effective, in
treating sexual weaknesses, or habits associated with sexual excess or indulgence, or any
ailment, illness or disease associated with those habits.
In particular, such terms as premature ageing and loss of virility, will be regarded as
conditions for which medicines, products, appliances or treatment may not be advertised.
xvii) SLIMMING, WEIGHT REDUCTION OR LIMITATION, FIGURE CONTROL:
An offer of any product or treatment for slimming, weight reduction or limitation or
figure control, if the taking or using of the product or following the course of treatment is
likely to lead to harmful effects.
xviii) TONIC: The expression 'Tonic' if it implies that the product or medicine can be used
in the treatment of sexual weakness.
xix) TESTIMONIALS: Any testimonial containing a statement or implication which would

not be permitted in the text of the advertisement, or any testimonial other than one limited
to the actual views of the writer, or any testimonial given by a doctor other than a
registered medical practitioner unless it is obvious in the advertisement that the writer is
not a registered medical practitioner.
xx) HYPNOSIS: Any offer to diagnose or treat complaints or conditions by hypnosis.
xxi) HAIR AND SCALP PRODUCTS AND TREATMENTS : (i) Any offer of diagnosis by post
or telephone or any claim or implication that the product or treatment advertised will do
mo re than arrest loss of hair.
(ii) Any particular of establishment administering treatments for the hair and scalp
other than the name, address, telephone number and hours of attendance and the types of
treatment available; any reference to specific conditions for which the treatment is
intended.
xxii) HAEMORRHOIDS: Any offer of products for the treatment of haemorrhoids unless
the following warning notice appears with the directions for use on the container itself or
its labels: 'Persons who suffer from haemorrhoids are advised to consult a doctor:
xxiii) PRODUCTS OFFERED FOR THE RELIEF OF BACKACHE AND RHEUMATIC
PAINS: Claims for the relief of backache and rheumatic pains based upon the urinary
antiseptic properties of the products advertised.
xxiv) CANCER: An offer to treat any person for cancer, to prescribe any remedy or to give
any advice calculated to lead to its use in the treatment of cancer.
xxv) ABORTION: Reference to any article in terms which are calculated to lead to the use
of the article for procuring the miscarriage of women.
xxvi) VENEREAL DISEASES: Any preparation or substance of any kind as a medicine for
the prevention, cure or relief of venereal diseases.
xxvii) BRIGHT'S DISEASE, CATARACT, DIABETES, EPILEPSY FITS,
GLAUCOMA, LACOMOTOR ATAXY, PARALYSIS, TUBERCULOSIS: Reference to any
article in terms which are calculated to lead to the use of that article for the purpose of the
treatment of these diseases.
(Note: Bright's disease is some times referred to a_ 'Nephritis'; Epilepsyas 'Falling
Sickness' and Tuberculosis as 'Phthisis', 'Consumption' or 'Wasting Disease').
Appendix III
Advertising of Cigarettes
Cigarettes advertisements (including-cigar or pipe smoking, etc.) must not be addressed,
particularly to the young and no one associated with smoking in an advertisement should
seem to be younger than about 40 years of age. Children must not be seen in an
advertisement for cigarettes. The following points, in particular, should be kept in view
when TV commercials for cigarette advertising are made:
i) Personalities who command the loyalty of the young, and/or the conventional heroes of
the young shall not be shown smoking, lighting or holding cigarette packet or featured in
a manner to give an impression of their appreciation for smoking.
ii) Advertisements may not imply that smoking is essential to social success or
acceptance or that refusal is a sign of weakness.
iii) Advertisements must not feature or foster immoderate smoking. This applies to the
act of smoking portrayed in the advertisement.
iv) Advertisements must not claim that cigarettes have therapeutic qualities nor offer it
expressly as a stimulant.
v) Treatments featuring special daring or toughness must not be used in a way which is
likely to associate the act of smoking with masculinity.
vi) In visual treatments no smoker should be seen inhaling or exhaling to any extent, or
reach eagerly for a cigarette or show by facial expression extreme enjoyment of smoking.
vii) No cigarette advertisements may strikingly present romantic situations and young
people in love, in such a way as to seem to link the pleasures of such situations with the
pleasures of smoking.
viii) Cigarettes advertisements must not project a fashionable social setting to support the
impression that cigarette smoking is a "go ahead" habit or an essential part of the pleasure
and excitement of modern living.
ix) No cigarette advertisement may incorporate copy or illustra tions which are sexually
titillating, or which imply a link between smoking and sexual success.
x) In advertisements, words such as 'clean' or 'pure' or their derivatives, e.g., 'cleanliness',

'purity', in relation to cigarettes or filters, cigarette tobacco or smoking generally, are also
unacceptable.
xi) Advertisements may not appeal to pride or general manliness nor over-emphasize the
pleasure to be obtained from smoking. The claim that smoking is a necessity for
relaxation or concentration is unacceptable. No direct offer of the cigarette as an aid to
concentration, stimulation or relaxation may be projected. Situations involving nervous
strain or emotional pressure should not be used in cigarette advertisements.
xii) Advertisements may not state, suggest or imply, that it is safer to smoke one brand or
type of cigarette than another. Claims that a particular brand is a sign or proof of
manliness, courage or daring must be avoided, as also claim of any health advantage for
one brand over another.
xiii) Advertisements may not encourage people to smoke more, encourage habitual or
excessive smoking and exaggerate the attractions of smoking.
a) Statements or implications that people are buying or smoking a particular brand of

cigarette 'always' or 'everywhere', or are never without them, can be said to be an implied
encouragement of habitual or excessive smoking and should be avoided.
b) Suggestions, that plenty of cigarettes should be kept handy, or that, one should take
steps to see that, supplies never run short, are undesirable.
c) Implications, that smoking is a necessary part of life or social activity, are

unacceptable.
d) Advertisements of cigarettes offering gift coupons should not do so in such a way as to

appear to be encouraging an increase in smoking.
xiv) Advertisements of cigarettes must not project female models (or women folk in
general) smoking cigarette, lighting cigarette, holding cigarette, offering cigarette,
lighting a cigarette in other person's hand or passing a pack of cigarette to someone else.
Pack shots in advertisements must not portray a female model in any case.
Cigarette advertisements will not be transmitted during children's programmes or in the

commercial breaks immediately before or after them. These may be telecast during the
late hours of the transmission.
Appendix C
APNS Advertisement Rules and Code of Ethics
1. That Society, through its members, undertakes to use all possible measures to
develop the qualitative and quantitative factors of the publications so as to render
the best possible service to the public and to advertisers
2. All advertising agencies shall take all reasonable precautions to ensure that all
advertising released by them is legal, decent, clean, honest and truthful and that
such advertising is in respect of goods or services prepared with a sense of
responsibility to consumers and to society.
3. The advertising agencies/ advertisers, before releasing an advertisement for

publication, must have documentary evidence to prove all claims, whether direct
or implied, that are capable of objective substantiation and it will be required to
be provided to the APNS on demand.
4. The advertisers should assure that no advertisement should mislead by

inaccuracy, ambiguity, exaggeration, omission or otherwise. No advertisement
should so closely resemble any other product/advertisement that it misleads or
causes confusion.
5. No advertisement should make unfair use of the goodwill attached to the

trademark, name, brand or the advertising campaign of any other advertisers.
6. No advertisement should contain anything that is likely to cause serious or

widespread offence or fear or distress among its readers without good reason.
7. The advertiser should not unfairly attack or discredit other businesses or products.
8. No advertisement will be accepted which in any way advertise prescription - only

medicines in the lay press unless authorized by the Ministry of Health. However,
such advertisements may be published by medical and allied publications meant
for medical practitioners.
9. Any advertisement intending to influence public opinion in favour of or against

any political party/ group or electoral candidate must not contain anything that
breaks the law or incites any one to break it. Personal attacks on the candidates
should also be avoided and only the policies or manifestos should be referred to.
10. No advertisement will be accepted containing claims or illustrations which are

distorted or exaggerated in such a manner as to convey false impressions or
containing "knocking copies" of direct nature.
11. All monies due from the Advertising Agency to the members of the Society shall
be payable at the place of publication of the member newspaper and only the
appropriate court at the place of publication or any of its notified establishments
for this purpose shall have the jurisdiction in the case of any dispute or legal
proceedings. In the event of any dispute or difference between the members of the
Society and the accredited advertising agency and the advertisers, arising out of or
in connection with the contract or order of insertion or a bill in connection
therewith, or otherwise, the same would be referred to an arbitrator who may be
nominated by APNS if both parties agree. Otherwise, disputes would be settled in
accordance with the Arbitration Act.
12. Member publications shall not favour direct advertisers by giving them better
facilities such as lower rates, longer credit periods, preferential positions,
commissions, discounts and supplying artwork at nominal rates.
13. The members of the Society shall not give commission or any rebate to any direct
advertiser provided that a non-accredited advertising agency or a convasser may
be allowed commission not exceeding 6.5% on advance cash payment.
14. In case space contacted for is not fully utilized, space consumed shall be paid for
at the rate applicable to such space which was in force at the date of contract as
per Rate Card of the publication.
15. The members of the Society shall be free to approach clients of advertising
agencies for the purpose of procuring advertisement business. However all such
business will be routed through the appointed agency and the agency will be
entitled to 15% Agency Commission, if client listed under the agency, as per the
Rules of the Society.
16. The members of the Society may in their discretion allow concession on
advertisements published in their publications by other members of the Society.
17. The members of the Society may in their discretion allow concession on
advertisements relating to charitable and Public Service organizations.
18. The advertiser shall pay dues to the advertising agency, not later than 45 days
from, the date of issue of Agency Invoices. Where an advertiser fails to pay and in
consequence the agency is unable to pay publications, APNS upon being
authentically informed by the Agency and being so satisfied will advise its
member publications to suspend the advertisements of the concerned advertiser,
until payment is realized. This is without prejudice to the agency's clear liability
to pay its dues even if its clients have not paid

Does Advertising Reflect The Trends or Does It Create Them?

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Does Advertising Reflect The Trends or Does It Create Them?

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Does Advertising Reflect the

trends or Does it Create them?

Department of Management Sciences

FAST-National University of Computer

AIDWC- All India Democratic Women’s Congress

Marketing in its broadest sense can be defined as:

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

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:

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

1.1.1 Market Segments and Target Markets:

1.1.2 Marketing Mix:

 Public Relationing: “Building good relations with the company’s various

 Advertising: Kotler & Armstrong (2005, 427) differentiate advertising from

Advertising is covered in more detail under the next head.

“Advertising is the structured and composed, non personal communication of

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

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

1.2.1 Classification of Advertising:

Local (retail) advertising:

Direct action/indirect action:

 To provide professional foundation for effective cooperation among advertising

1.4.1.2 List of Few Prohibited Advertising given by PAA

1.4.3 PTV Code of Advertising Standards & Practice

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

3.1 Research Settings

3.1.1 Data Collection tool

 Location: presently/permanently located in Peshawar

3.1.3 Sample Size

a. By viewing the advertisement we can judge the quality of the product

the prime benefit 23 16.0

the secondary benefit 30 21.0

this benefit should be

this benefit should be

the least benefit 40 28.0

Total 143 100.0

the prime benefit 78 54.5

the prime benefit 8 5.6

the prime benefit 7 4.9

the secondary benefit 13 9.0

this benefit should be ranked

this benefit should be ranked

the least benefit 64 44.8

Total 143 100.0

the prime benefit 28 19.6

the secondary benefit 37 25.9

this benefit should be ranked

this benefit should be ranked

the least benefit 11 7.7

Total 143 100.0

a. Creates dissatisfaction and sense of deprivation in people of low income, by showing

the major drawback 38 26.6

the major drawback 29 20.3

the major drawback 18 12.6

the major drawback 58 40.6

advertising has more

advertising has more

Total 143 100.0

advertising helps to make

Total 143 100.0

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