consumer buying behavior

Topics: Brand, Advertising, Brand management Pages: 10 (2983 words) Published: May 5, 2014


Impact of TV Advertisement on Brand Equity

“Telecom sector of Pakistan”

Table of Contents:
Abstract:
The study will be based on the variable (TV advertisement) that can affect the Brand equity of telecom sector in Pakistan. The study will be able to show that how strongly the TV advertisement can impact on brand equity through brand awareness. The purpose of study is to find out the relationship between advertisement and brand equity that how a good advertisement can create brand awareness. The telecom sector of Pakistan will be covered in this study. This study will help managers and policy makers that how they can make their brands more popular and get more brand equity. The implication of brand equity depends in many benefits for the companies that have brands. Brand equity has optimistic association with brand loyalty. The positivism approach will be used as the data is quantitative. For this purpose the secondary data will be used. The collection of the data will be through structured interviews from minimum 10 persons and questionnaires from minimum 100 persons. As the collection of the data will be through the sources of interviews and questionnaires so after the collection of data the different analysis will be applied. The limitation of the study is that the collection of the data will be only from Pakistan and only telecom sector will be used to work upon.

Key Words: TV Advertisement, Brand Awareness, Brand Equity.

Introduction:
The idea of establishing a media and television industry was conceived in late 1956 and created by the privately set up national education commission, with the support of President Ayub Khan. In 1961, the private sector media mogul and industrialist Syed Wajid Ali launched a television industrial development project, bringing the role of an electrical engineer Ubaidur Rahman of Pakistan Broadcasting Corporation as the project director of the first television programme. Ali reached a milestone in 1961 after establishing a private television broadcasting company with the cooperation of Nipon Electric Company of Japan and Thomas Television International of the Great Britain. In 1963, a public meeting by President Ayub Khan therefore the government decided the television station and media industry in the country. Since 1963, its headquarters are in Islamabad. From 1961 to 1962, a television headquarters was established in Lahore and several pilot communication tests were taken by Rahman's team while many television divisions were established throughout Pakistan, including East Pakistan. TV advertisement is a form of communication used to control consumers to purchase products or services or support ideas. Normally it communicates a message that has the name of the product or how this product shall work or how this will give benefit to customer. Advertising attempts to influence possible consumers to purchase or to consume a particular brand of product. Modern advertising came with the rise of huge production in the late 19th and early 20th centuries. The American marketing association defined it as any paid form of communication non personal presentation, goods, promotions, ideas by a well recognized brand. Advertising is not for the change in product or it either can change the product but also it is the most expensive thing for creating demand of the product. In Pakistan there is a mess of telecom ads after every few minutes you can see an ad by a mobile service provider company. Some companies are using funny way to convey their message some are using business class style and they always come up with some new packages and rates. They are fighting for customers. Every company is trying to get maximum market share for this purpose they are spending huge amount on advertising especially in Pakistan they are in a war against each other. If a company makes an ad for their customer the second company is ready to criticize it and they make ad for their answer and it...

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