Marketing Strategy of Ufone
KASBIT Business Journal, 1(1):28-35 (Fall 2008)
http://www.kasbit.edu.pk/journal/index.htm
Advertising Styles’ Impact on Attention in Pakistan
Syed Karamatullah Hussainy*, Kashif Riaz**, Abdul Kabeer Kazi*** and Gobind M. Herani****
ABSTRACT
The topic was selected after giving consideration to the modern environment and the use of media by advertisers for attention purposes of their products. It was also observed that the number of channels especially in the electronic media have also geometrically increased over the last two decades. It is now becoming difficult for advertisers to get the attention of their products in the minds of their viewers. The methodology used in the research was focus group and ads of different products were shown to them which included humorous and serious appeals. As the literature review revealed that these two types of appeals have significant difference when measuring attention between humorous and serious advertisements. At the end of the research it was established that there is a significant difference between the attention of humorous and serious appeals. Initially the idea was taken form a research conducted in Sweden. Same parameters were analyzed in Pakistan. We concluded that the reaction of two different societies have almost the same response for humorous and serious advertising appeals. JEL. Classification: M30; M31; M37 Key words: Humorous Appeals, Serious Appeals, Attention 1. INTRODUCTION
The material presented by the authors does not necessarily represent the viewpoint of editors and the management of the KASBIT as well as the authors’ institute * Syed Karamatullah Hussainy, Assistant Professor, Khadam Ali Shah Bukhari Institute of Technology (KASBIT), Karachi, Email: **Academic Administrator, Khadam Ali Shah Bukhari Institute of Technology (KASBIT), Karachi, Email: riaz@kasbit.edu.pk ***Assistant Professor, Khadam Ali Shah Bukhari Institute of Technology (KASBIT), Karachi, Email: Kabeer@kasbit.edu.pk * *
http://www.kasbit.edu.pk/journal/index.htm
Advertising Styles’ Impact on Attention in Pakistan
Syed Karamatullah Hussainy*, Kashif Riaz**, Abdul Kabeer Kazi*** and Gobind M. Herani****
ABSTRACT
The topic was selected after giving consideration to the modern environment and the use of media by advertisers for attention purposes of their products. It was also observed that the number of channels especially in the electronic media have also geometrically increased over the last two decades. It is now becoming difficult for advertisers to get the attention of their products in the minds of their viewers. The methodology used in the research was focus group and ads of different products were shown to them which included humorous and serious appeals. As the literature review revealed that these two types of appeals have significant difference when measuring attention between humorous and serious advertisements. At the end of the research it was established that there is a significant difference between the attention of humorous and serious appeals. Initially the idea was taken form a research conducted in Sweden. Same parameters were analyzed in Pakistan. We concluded that the reaction of two different societies have almost the same response for humorous and serious advertising appeals. JEL. Classification: M30; M31; M37 Key words: Humorous Appeals, Serious Appeals, Attention 1. INTRODUCTION
The material presented by the authors does not necessarily represent the viewpoint of editors and the management of the KASBIT as well as the authors’ institute * Syed Karamatullah Hussainy, Assistant Professor, Khadam Ali Shah Bukhari Institute of Technology (KASBIT), Karachi, Email: **Academic Administrator, Khadam Ali Shah Bukhari Institute of Technology (KASBIT), Karachi, Email: riaz@kasbit.edu.pk ***Assistant Professor, Khadam Ali Shah Bukhari Institute of Technology (KASBIT), Karachi, Email: Kabeer@kasbit.edu.pk * *
References: Bovee, Courtland L., John V. Thill, George P. Dovel, Marian Burk Wood. 1995. Advertising Excellence. New York: McGraw-Hill, Inc Catanescu, C., and G. Tom. 2001. Types of Humor in Advertising and Magazine Advertising. Review Review of Business, 22(1/2):92, 95 Eriksson, L.T., and F. Wiedersheim-Paul, F. 1997. Utta Utreda, Forska Och Rappottera. Malmo: Liber Eknomi Fugate, D. 1998. The Advertising of Services: What is an Appropriate Role for Humor? Journal of Services Marketing, 12(6): 453-472 Kumar, R. 1996. Research Methodology A Step-By Step Guide for Beginners. London: Sage Publications Olsson, Veronica and Asa Larsson. 2005. Humor in Advertising. Bachelor’s Thesis, Department of Business Administration and Social Sciences, Lulea University of Technology. ISSN: 1404-5508 Stern, B.B. 1996. Advertising Comedy in Electronic Drama: The Construct, Theory and Taxonomy. European Journal of Marketing, 30(9):37 -60 ***** Advertising Styles ' Impact on Attention in Pakistan 35 By S.K. Hussainy, K. Riaz, A. K. Kazi and G.M. Herani