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Issues of advertising in Pakistan

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The document discusses various issues related to advertising in Pakistan. It notes that consumers have become smarter and more discerning with many choices. Advertising needs to respect consumers' intelligence and understand what they want. Agencies also need to change and be more creative to break through the clutter. Deceptive advertising practices are highlighted as an issue that needs addressing through ethics. The challenges of marketing to kids and using the right media are also summarized.

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Issues of advertising

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The Gurus opinionNever write an advertisement which you wouldn't want your family to read.  You wouldn't tell lies to your own wife.  Don't tell them to mine.  ~David OgilvyHistory will see advertising "as one of the real evil things of our time.  It is stimulating people constantly to want things, want this, want that."  ~Malcolm Muggeridge.We want the consumers to say “that is a hell of a product” instead of “that is an hell of an ad” Leo Burnett

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Definition Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action.It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand.Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries

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Advertising in Pakistan Highly fragmented media worldFrom just two television channels (PTV/STN) & one radio channel to myriads of television (satellite and cable) and radio channels, not to forget the numerous digital communication methods available. Opportunities as well as challenges for the marketers

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 Changing face of advertising Changing consumersAdvertising AgenciesAdvertising content-relevance, simplicity and unexpectedness?Emerging vs. Traditional media

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Informed ConsumersConsumers are not morons Posters of hot beverages targeted towards middle class in Pakistan dominated by a husband and wife in early twenties with two kids in late teens ?TVC’s, furniture looks almost identical with every one laughing at a very typical jokeTVC’s for telecom sector pattern is similar

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Respect customers intelligence.Varied sources of information.Consumers have become smarter and more discerning. More price/ value conscious.Understand what consumers are thinking and where they are heading.Consumers have the knowledge, power and authority to challenge the present advertising.

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More choicesPlethora of brands easily availableMarketers have to come up with the right product mix for the target market

9

Millennial's /Alpha Teens: The sharp, smart and techno savvy consumer which makes up more than fifty percent of our market obviously presents an enormous opportunity for the marketerMarketing to KidsMarketing through Kids

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Gen mark Kid marketing in Pakistan is mostly superficial, the marketers confining themselves to just pester power.On the international stage, there has been tremendous research in this arena. Those researchers are focusing on mother-child relationship, how the mother seeks the opinion of her offspring for her choice of perfume to how she looks.Pakistani marketers have gone nowhere. They don’t have the guts to promote durables on cartoon network when it has been proven that kids have a large say in major buying decisions.

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Indian research has shown that kids influence even car-buying decision from the color right down to the make of the car.Even travel decisions are influenced heavily by kidsThe new segment is Tweens 3-12The real power of the kids’ influence has been realized by brands like Safeguard and Lifebuoy so much so that they have changed their brand positioning by 180%.Forced Lifebuoy to change its 30 year old positioning.

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Shopping smarter The new consumer mantra is "look, stop and listen" before buying. People's habits have been modified in terms of both frequency and quantity of purchases.The challenge here for the advertisers is to create a fine balance between the emotional and rational elements that they use in advertising in order to get the right level of consumer response.

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What do marketers need to doResearch InsightsGetting the audience to respond through advertising

14

Advertising Agencies Lack of professional managementAttracting and retaining the top talentTraining and development by holding seminars, workshops, discussion forums Greater flexibility and speed requirementAgencies need to change their mind sets. Obdurate clients

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 Advertising Content Creativity in Advertising foreign ads are better than Pakistani

16

Handful of ads that are creative and original

17

Nandos “peri-peri chicken”  Dearth of BIG IDEA!The best modern campaigns have at their heart one simple big idea based on a truth about the brand, an idea that can be articulated in a whole host of different ways across media and geography, against different product needs, internally and externally.Surf Excel “Dirt is good” Brite’s “ Daagh to challa jai ga”. Can you think of other such campaigns

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Breaking through the clutterIn the year 2000 the Pakistani consumers used to be exposed to 2500 spots daily. In the year 2010 the number of spots the consumers is exposed to daily has gone up to 25,000. More information (CLUTTER) =more confusion= lesser retention=lesser chances of getting into the consideration set= HARD times for the marketers!

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How to overcome clutter problemDevelop clutter cutting adsBranded contents:HerobannaykiTarang, Fair and lovely Kismet kaySitaray, Rexona Date with Fate, LG AwazBanai Star, Mountain Dew survivor campaign, Nesvita Woman of Strength , Ariel Maa……BTL Nokia connecting with youthProduct placement: coke studioSome conventional marketing techniques :human skin, Graffiti, reverse graffiti, branding trees, parking lots etcUse of PR

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endorsementsCelebrities endorsement important to create a hype about the brandIn Pakistan each celebrity appears in dozens of brandThus a failure to create a genuine affinity with a brandChallenge is to create a link between the celebrity and the brand http://www.youtube.com/watch?v=rW6_UverxZM

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Advertising wear outThe right number of spotsRole of media planning and buying agenciesUse of cosmetic and substantive variation in ads

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Ethics in advertising Advertising to kidsObesityEmotional well beingFinancial self-controlImpact on behavior Stealth marketing

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Deceptive advertising Up to 75% offPhoto sizeNo hidden chargesFalse labeling and illustrations Fillers and oversized packagingFalse claims

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The appropriate medium30 second spot loosing its charm becausethere's too much clutter

More Related Content

Issues of advertising in Pakistan

  • 2. The Gurus opinionNever write an advertisement which you wouldn't want your family to read.  You wouldn't tell lies to your own wife.  Don't tell them to mine.  ~David OgilvyHistory will see advertising "as one of the real evil things of our time.  It is stimulating people constantly to want things, want this, want that."  ~Malcolm Muggeridge.We want the consumers to say “that is a hell of a product” instead of “that is an hell of an ad” Leo Burnett
  • 3. Definition Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action.It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand.Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries
  • 4. Advertising in Pakistan Highly fragmented media worldFrom just two television channels (PTV/STN) & one radio channel to myriads of television (satellite and cable) and radio channels, not to forget the numerous digital communication methods available. Opportunities as well as challenges for the marketers
  • 5.  Changing face of advertising Changing consumersAdvertising AgenciesAdvertising content-relevance, simplicity and unexpectedness?Emerging vs. Traditional media
  • 6. Informed ConsumersConsumers are not morons Posters of hot beverages targeted towards middle class in Pakistan dominated by a husband and wife in early twenties with two kids in late teens ?TVC’s, furniture looks almost identical with every one laughing at a very typical jokeTVC’s for telecom sector pattern is similar
  • 7. Respect customers intelligence.Varied sources of information.Consumers have become smarter and more discerning. More price/ value conscious.Understand what consumers are thinking and where they are heading.Consumers have the knowledge, power and authority to challenge the present advertising.
  • 8. More choicesPlethora of brands easily availableMarketers have to come up with the right product mix for the target market
  • 9. Millennial's /Alpha Teens: The sharp, smart and techno savvy consumer which makes up more than fifty percent of our market obviously presents an enormous opportunity for the marketerMarketing to KidsMarketing through Kids
  • 10. Gen mark Kid marketing in Pakistan is mostly superficial, the marketers confining themselves to just pester power.On the international stage, there has been tremendous research in this arena. Those researchers are focusing on mother-child relationship, how the mother seeks the opinion of her offspring for her choice of perfume to how she looks.Pakistani marketers have gone nowhere. They don’t have the guts to promote durables on cartoon network when it has been proven that kids have a large say in major buying decisions.
  • 11. Indian research has shown that kids influence even car-buying decision from the color right down to the make of the car.Even travel decisions are influenced heavily by kidsThe new segment is Tweens 3-12The real power of the kids’ influence has been realized by brands like Safeguard and Lifebuoy so much so that they have changed their brand positioning by 180%.Forced Lifebuoy to change its 30 year old positioning.
  • 12. Shopping smarter The new consumer mantra is "look, stop and listen" before buying. People's habits have been modified in terms of both frequency and quantity of purchases.The challenge here for the advertisers is to create a fine balance between the emotional and rational elements that they use in advertising in order to get the right level of consumer response.
  • 13. What do marketers need to doResearch InsightsGetting the audience to respond through advertising
  • 14. Advertising Agencies Lack of professional managementAttracting and retaining the top talentTraining and development by holding seminars, workshops, discussion forums Greater flexibility and speed requirementAgencies need to change their mind sets. Obdurate clients
  • 15.  Advertising Content Creativity in Advertising foreign ads are better than Pakistani
  • 16. Handful of ads that are creative and original
  • 17. Nandos “peri-peri chicken”  Dearth of BIG IDEA!The best modern campaigns have at their heart one simple big idea based on a truth about the brand, an idea that can be articulated in a whole host of different ways across media and geography, against different product needs, internally and externally.Surf Excel “Dirt is good” Brite’s “ Daagh to challa jai ga”. Can you think of other such campaigns
  • 18. Breaking through the clutterIn the year 2000 the Pakistani consumers used to be exposed to 2500 spots daily. In the year 2010 the number of spots the consumers is exposed to daily has gone up to 25,000. More information (CLUTTER) =more confusion= lesser retention=lesser chances of getting into the consideration set= HARD times for the marketers!
  • 19. How to overcome clutter problemDevelop clutter cutting adsBranded contents:HerobannaykiTarang, Fair and lovely Kismet kaySitaray, Rexona Date with Fate, LG AwazBanai Star, Mountain Dew survivor campaign, Nesvita Woman of Strength , Ariel Maa……BTL Nokia connecting with youthProduct placement: coke studioSome conventional marketing techniques :human skin, Graffiti, reverse graffiti, branding trees, parking lots etcUse of PR
  • 20. endorsementsCelebrities endorsement important to create a hype about the brandIn Pakistan each celebrity appears in dozens of brandThus a failure to create a genuine affinity with a brandChallenge is to create a link between the celebrity and the brand http://www.youtube.com/watch?v=rW6_UverxZM
  • 21. Advertising wear outThe right number of spotsRole of media planning and buying agenciesUse of cosmetic and substantive variation in ads
  • 22. Ethics in advertising Advertising to kidsObesityEmotional well beingFinancial self-controlImpact on behavior Stealth marketing
  • 23. Deceptive advertising Up to 75% offPhoto sizeNo hidden chargesFalse labeling and illustrations Fillers and oversized packagingFalse claims
  • 24. The appropriate medium30 second spot loosing its charm becausethere's too much clutter
  • 26. consumers are a lot smarter
  • 27. unacceptable levels of wastage, resulting in a lack of ROI and overall accountability.
  • 28. Are Pakistani marketers effectively using other mediums such as Radio, face book , Skype and other on line resources?Advertising trends 2010Media spendMajor spendersA new mindsetMove into emerging media