Assignment # 1 | Zahid Safdar|
Advertising and promotion in business| Role and impact of advertising|
Apart from my efforts, the accomplishment of my report depends largely on the encouragement and guidelines of many others. I take this opportunity to express my gratitude to the people who have been involved in the successful completion of this report.
I would like to show my greatest appreciation to Mr. Ali Hasnain. I can't say thank you enough for his tremendous support and help. I feel motivated and encouraged every time I attend his lectures. Without his encouragement and guidance this report would not have materialized.
This report is about the role and impact of advertising. This report is mainly concerned with the objectives, functions, advantages, disadvantages, and process of advertising in local context. This report consists on the discussion of why Pakistan is not good at developing a global brand?This report shows the role of ICT in advertisement and some new emerging trends in advertisement. Moreover, detailed discussion about advertising industry in Pakistan is also part of this report. There are numbers of recommendations and guidelines for model advertising agency has been written in this report to become more efficient and successful company. Table of Content:
1.| Acknowledgements| ii|
2.| Executive Summary| iii|
3.| Table of Contents| iv|
4.| Communication Process| 1|
5.| Consumer Buying Process| 2|
6.| Behavioral Influences| 4|
7.| Advertisement in Pakistan| 5|
8.| Pakistan Electronic Media Regulatory Authority (PEMRA)| 6| 9.| Emerging Trends in Advertising Industry| 8|
10.| Role of ICT Technologies in Advertisement| 9|
11.| Objectives and Functions of Advertisement| 10|
12.| Advantages and Disadvantages of Advertisements| 12| 13.| Why Pakistan is not good at developing Global Brand?| 13| 14.| OLX Successful Campaign| 14|
15.| Model Advertising Agency| 16|
16.| Bibliography| 19|
Communication is a process of exchanging verbal and nonverbal messages. It is a continuous process. Pre-requisite of communication is a message. This message must be conveyed through some medium to the recipient. It is essential that this message must be understood by the recipient in same terms as intended by the sender.
The main components of communication process are as follows: * Context - Communication is affected by the context in which it takes place. This context may be physical, social, chronological or cultural. Every communication proceeds with context. The sender chooses the message to communicate within a context. * Sender / Encoder - Sender / Encoder is a person who sends the message. For instance - a training manager conducting training for new batch of employees. The views, background, approach, skills, competencies, and knowledge of the sender have a great impact on the message. * Message - Message is a key idea that the sender wants to communicate. It is a sign that elicits the response of recipient. Communication process begins with deciding about the message to be conveyed. It must be ensured that the main objective of the message is clear. * Medium - Medium is a means used to exchange / transmit the message. The sender must choose an appropriate medium for transmitting the message else the message might not be conveyed to the desired recipients. This choice of communication medium varies depending upon the features of communication. * Recipient / Decoder - Recipient / Decoder is a person for whom the message is intended / aimed / targeted. The degree to which the decoder understands the message is dependent upon various factors such as knowledge of recipient, their responsiveness to the message, and the reliance of encoder on decoder. * Feedback - Feedback is the main component of communication process as it permits the...