Advertising Archives

Advertising Agencies in Pakistan

July 25, 2013 No Comments

Advertising Agencies in Pakistan In 1947, the advertising industry was in a very miserable condition in Pakistan. Calcutta, Bombay, Madras and Delhi were centres of advertising in the sub-continent, but all these cities became part of India. Before independence British and American advertising agencies had hold over the business. Malani and Co. was one of these advertising agencies working in Pakistan but the owner of this agency was also a Hindu. The first advertising agency in Pakistan was Wilintas International Karachi. After some time a number of international advertising agencies opened their offices in different cities of Pakistan. These agencies promoted the business of their international clients in Pakistan. The international advertising agencies dominated the local agencies because the local advertising agencies were suffering prior shortage of resources and well skilled staff was not available to them. The position of helping departments of advertising was also very miserable at the […]

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Criteria for Selection of an Advertising Agency

July 24, 2013 No Comments

Criteria for Selection of an Advertising Agency For a successful advertising campaign, the choice of a right advertising agency is matter of prime importance. The choice of a wrong agency can prove to be very costly. The selection of an agency needs a logical approach. The suitability, agency infrastructure, imaginativeness and image of the agency, its management and rates are the basic factors Which are considered during the selection of an agency. The general qualifications for e Selection of an advertising agency are as follows:

Advertising Code 967

Advertising Agency: Functions and Organization

July 23, 2013 No Comments

Advertising Agency: Functions and Organization The advertising agency is a unique type of business organization that has played a significant role in the development and growth of advertising. Advertising agency is an independent business organization. To promote the business of the advertiser through advertising is the main purpose of the advertising agency. It seeks to advance its clients business. By creating advertisements and delivering them through appropriate media, the agencies implement advertising plans and strategies. An agency represents the core of the advertising profession. It has writers, artists, media experts, researchers, television producers, accounts executives etc. All these people work together for the success of an advertising campaign. They develop suitable advertising plans and strategies.An advertising agency provides the advertiser a full package of advertising services. It is responsible for the success and failure of a specific advertisement or even a full campaign. The agency involves studying the characteristics and attributes […]

Advertising Code 967

Advertising Department

July 22, 2013 No Comments

Advertising Department The Need of Advertising Department in an Organizational Structure: Advertising is a function of marketing and it works in the market for bigger sales of the product. When a firm or Institution decides to launch an advertising campaign or programme, it needs to have a system and an organization to implement it for the achievement of the desired objectives. Therefore large firms and Institutions have an advertising department to manage the advertising function. In small firms, there may not be a separate department of advertising but the function of advertising is looked after by a responsible person or chief executive of the firm. The advertising department usually depends on outside experts, often the advertising agency which prepares the advertisements, selects appropriate media and arranges to release them. This department is responsible for the advertisement budget and supervises the performance of the agency. An advertising manager has to coordinate […]

Advertising Code 967

Ethics in Advertising Media & Self, Government and Media Regulations

July 20, 2013 No Comments

Ethics in Advertising Lack of acceptable code of ethics in advertising is a worldwide phenomenon. Morality in advertising varies from country to country. An advertisement may be morally acceptable in one part of the world, whereas, it may be against the code of morality in another part of the world. Ethics in advertising is a complex issue to define. Nothing is good or bad but thinking makes it so. For example, sex before marriage in Pakistan is largely considered as immoral, while it is conceded as desirable in the west. Demonstration of birth control method in advertising is undesirable for the religious society in Pakistan whereas the same is mandatory in China. Thus morality in advertising is a complex phenomena. Determination of ethical conduct is subjective and vague and is varying among different cultures and different environmental conditions. The primary objective of advertising in any society is to influence the […]

Advertising Code 967

Criticism on advertising

May 4, 2013 No Comments

Criticism on advertising Since, advertising is part and parcel of our lives, it has of course, bright side as well as dark side. Some of the common complaints about advertising are given below: 1. Advertising moves the people to buy thing they cannot afford: Certainly it is true because advertising persuades the people to buy through slogan. Advertising appeals primarily to our emotions, rather than to our intellect. Since all of us are motivated by emotional drives, it is only natural that advertisers should make such appeals. But it is up to each of us to exercise self-control and sound judgement in our purchases. Again a cautious buyer will avoid obvious appeals to the emotions. 2. Advertising is biased-. This too, is natural; all persons put their best foot forward in whatever they say or do. Being aware-of this bia$, we can discount some of the superlatives used in […]