本文是市场学专业的paper范例,题目是“Changing Advertising Trends in Pakistan(巴基斯坦不断变化的广告趋势)”,本研究揭示了巴基斯坦广告的趋势,并反映和监测动态的巴基斯坦广告行业的趋势演变,设计并实施了一项研究,以分析与广告代理相关的各种见解,在巴基斯坦经营的营销人员和媒体策划者以及他们在策划、开发和执行广告方面的相互关系和偏好。
This research study unveils trends of advertising in Pakistan and to reflect and monitor the evolution of trends in the dynamic Pakistani advertising industry, a research study has been designed and conducted to analyze various insights linked to advertising agencies, marketers and media planners operating in Pakistan and their inter-relations and preferences in planning, developing and implementing advertising.
For agencies this research provides a framework for comparing their image, position and perceived performance against other agencies, and hence is a valuable tool to guide them to more productive partnerships with marketers and to overcome the barriers faced by them.. For marketers, beyond image and perception of agencies, this study also provides important insights into agency selection methods, agency evaluation and compensation trends.
It contains various views of marketers about what is the meaning of advertising in their opinions, Also feedbacks are addressed about effects of advertising generates the sales figure, product awareness or customer satisfaction. Various concerns of marketers are also addressed in this research study about their agency selection, reason for changing the creative agency. Preferred methods by the marketers to hunt down for the suitable creative agency which understand the tastes of the marketers and meet their advertising needs profitably for the marketers, also preferred medium of pay off for the agency credentials are addressed in the study weather most of the marketers prefer to pay on monthly basis fee to the agency and get themselves bound to get all the their advertising from single agency or they prefer to pay on project base and are not bound to get the work done from single creative agency.
它包含了市场营销人员关于广告在他们的观点中是什么意思的各种观点,也反馈是关于广告产生的销售数字,产品意识或客户满意度的效果。在本研究中,营销者也讨论了他们的代理选择、变更创意代理的原因等问题。营销人员寻找合适的创意机构的首选方法,这些机构了解营销人员的口味,满足他们的广告需求,为营销人员带来利润,也首选的媒介机构支付的凭证处理在研究天气的大多数营销人员更愿意每月支付费用的机构,自己一定会得到所有的广告从单一的机构或他们喜欢支付项目基地,也决不能从单一的创意机构完成工作。
It also includes media planners opinions about weather consumer research is important prior to on air a campaign to distinguish which communication channel would be appropriate for the promotion of campaign in order to hit the right target audience through the right communication medium. A reason for selecting a media agency is also addressed in this research study.
Literature review文献综述
More clients are looking for like-minded business partners who can deliver accountability and shareholder value and, similarly, agencies wish to rise to the challenge and are throwing off their historic mantle of creative aloofness. More clients are looking for like-minded business partners who can deliver accountability and shareholder value and, similarly, agencies wish to rise to the challenge and are throwing off their historic mantle of creative aloofness
越来越多的客户正在寻找志趣相投的商业合作伙伴,他们要能够承担起责任,为股东创造价值。同样,广告公司也希望迎接挑战,并摆脱其保持超然创意的历史外衣。越来越多的客户正在寻找志趣相投的商业合作伙伴,他们要能够承担起责任,为股东创造价值。同样,广告公司也希望迎接挑战,并摆脱其保持超然创意的历史外衣
“Never 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 Ogilvy).According to the current situation we are so fixated on the form (TV spot and print ad) and that is the reason that our creativity is restricted due to space parameters. More and more creativity if required because the future will be about creative ideas and the idea itself will determine the shapes and forms that it will take. Brand building effort has to go far beyond the 30 second advertising break or full print page to step change people connectivity. It needs to create real time engaging opportunities to win the hearts and minds of people. Creating a brand experience will win the heart of people with some location-based experiences which will engage the brain and heart of the people. They need to get emotionally engage with experience so that they can experience the brand with by getting totally indulge in that either consciously or sub consciously. It will pull out the audience by watching typical commercial clutter by which they became irritated by watching it again and again. This gives them the time and space to consider the brand. It is not about the medium but the idea that is of paramount importance when it comes to creating an experience (Shoaib qureshy,2005) I witnessed an incident while working at red communication arts on Servis account. Don Carlos TVC was made in which this brand was re launched and when the ad was on aired after few weeks the conversion for that brand shoes purchase fall down because consumer thinking was changed about that brand ones it was perceived as one of the prestigious brands. An unofficial sales figure was shared by the client which was reflecting the down fall in sales. According to the feedback taken from different individuals they reason diagnosed was that after viewing the current ad Doc Carlos seems them an ordinary brand .Its previous ads was showing the prestige of that brand with a mystery and in the current ones there was no mystery at all and the earlier TVC and left lasting impact on consumers memory who are fan of this brand. (Faizan gull,2010 )
Advertising in Pakistan still keeps reeling from the creative flair and the execution that it requires there is no attempt to make an investment in people to develop nurture and groom the raw talent that we have in abundance. Looking out for quality employee by employers will always kill the chance to recruit fresh minded talent which may deliver much creative idea and One more reason of restricted growth of the advertising industry can also be attributed to the ground realities of the Pakistani market. Like all other businesses advertising too should not be expected to perform in isolation. It performance depends heavily on the performance of the other sectors of the economy as well.(Ahmad Kapadia,2011)
A research study was conducted to analyze the mediums i:e serious advertisements & humorous advertising. The study unveils that Humorous ads have higher attention than serious ads as compared with serious ads.( Khadam Ali Shah Bukhari,2008). The perception of people about effects of new advertising trends according to our cultures in our society should be studied by the companies before making any kind of advertisements because if people or customers are not satisfied then businesses cannot flourish and this the major drawback in the growth of advertising . internet and some other causes are already adversely affecting the culture and traditions of our society and if we didn’t revise our advertisements then it can worsen the moral and ethical values of our society therefore it is strongly recommended that advertising agencies, marketers and all the companies themselves should make sure that the marketing campaigns do include all the social- groups and people and are also in consistent with our traditions, social norms and values and for this it is strongly recommended to make proper consumer research prior to launch a campaign.(Mohammad usman,2010)
本文对严肃广告和幽默广告这两种媒介进行了研究分析。这项研究揭示了幽默广告比严肃广告有更高的关注度。(Khadam Ali Shah Bukhari,2008)。人们对新广告的影响趋势的认知根据我们的文化在我们的社会应该研究公司做任何广告之前,因为如果人或客户不满意然后企业不能蓬勃发展的主要缺点,这广告的发展。互联网和其他一些原因已经对我们社会的文化和传统产生了负面影响,如果我们不修改我们的广告,那么它就会恶化我们社会的道德和伦理价值,因此我们强烈建议广告公司,营销人员和所有的公司本身应该确保营销活动包括所有的社会群体和人群,也符合我们的传统、社会规范和价值观。为此,我们强烈建议在发起营销活动之前对消费者进行适当的调查。(穆罕默德·乌斯曼,2010)
Brand managers are limited to the current typical advertising; they don’t want to try something new and innovative for their brands. Their opinion is based on the fact that digital is free and spending on it to book space will not be worthy so they don’t want to risk to try something new which may built their brand strong enough in the minds of consumers.(Salman Abedin,2010)
Creativity is limited in Pakistan because marketers don’t want to take risks with brands and try something new .They are just stick to the story board of the ad and their core focus is just to fill three basic elements i:e Positioning ,brand logo and tagline which they feel that an ad is complete after getting done with these three elements in an ad and many of the consumers are attracted to this approach because the product is already in demand and those ads just serve as recall nothing more than that. Their aim is just to link the positioning to the story board, high quality visuals and somewhat humor. But we miss out on the conceptual connectivity element(Sarosh waiz ,2009)
创造力是有限的在巴基斯坦因为与品牌营销人员不想冒险和尝试新事物,他们只是坚持广告的故事板,其核心焦点是填补我三个基本元素:e定位,品牌标志和口号,他们认为广告是完全完成后这三个元素的广告和许多消费者被这种方法所吸引,因为产品已经有需求,而这些广告只是作为召回,仅此而已。他们的目标只是将定位与故事板、高质量的视觉效果和些许幽默联系起来。但我们错过了概念上的连通性元素(Sarosh waiz,2009)
A worst example of advertising been done in Islamabad which is known to be capital city of Pakistan on a dazzling display of brightly colored advertisements plastered on jersey barriers, these ads create an awkward tableau of peppy and worst marketing ever seen on barriers which may also divert the attention of driver while starring on it and the result could be an serious accident.(David Nakamura,2010)
Analytical framework
Criteria to select ad agency
Creativity is the key Meaning of advertising Criteria to select media agency
factor when selecting Customer loyalty Negotiate good rates with media
a creative agency Increase sales International network
Most widely used Expense Research tools
Method is Strategic pitch Reasons for firing agency
to hire a creative agency Lack of creativity
Misunderstanding client business
Lack of transparency
Effectiveness required
Company has other needs
Bad service
Brand building communicator
Television
Outdoor
Online
35% marketers believed advertising means attracting customer loyalty whereas another 25% believed it’s meant for increasing sales. However, a group of 25% marketers also believed advertising is a marketing expense.
45% marketers believe advertising is most effective when it achieves Sales. However 30% voted for product awareness. Only 25% marketers believe customer satisfaction proves real affectivity of advertising.
60% marketers are currently satisfied with their advertising agency which shows strong marketer confidence on advertising talent available in Pakistan.
On the other hand, marketers who showed mistrust among their current advertising agencies quoted various reasons for doing so.
35% of marketers marked lack of creativity as core reason for changing their advertising agencies. This shows that marketers are concerned with the lack of new ideas and innovation in communication that drives their brand image against competitors. This also creates a new opportunity for other more successful agencies to pitch new ideas to such unsatisfied clients and expand their client portfolios.
35%的营销人员将缺乏创造力作为更换广告代理机构的核心原因。这表明,营销人员关心的是缺乏新的想法和创新的沟通,推动他们的品牌形象对抗竞争对手。这也为其他更成功的机构创造了一个新机会,可以向这些不满意的客户推销新想法,并扩大他们的客户组合。
Amongst Advertising Agencies, Interflow Communications stood out as the best well known advertising agency in Pakistan. However, amongst the international agencies, Ogilvy & Mather was rated the best well know agency in Pakistan.
30% of advertising professionals in Pakistan think that Creativity is the key criteria for marketers to select their advertising agencies. This show a clear connect between marketer expectation and agency understanding towards criteria for selection of creative agency which is a favorable sign. But the concerning factor is that 30% is a very less ratio compared to the remaining advertising fraternity who need to realize this key expectation from marketers looking for competent creativity.
70% of advertising professionals believes the most common method marketers deploy to select their media or creative agencies is by calling a creative or strategic pitch.
A surprisingly 50% respondents voted for Retainer fee model being followed in Pakistan which highlights a strong commitment and loyalty amongst marketers and agencies to work on long term basis with a loyal commitment to each other.
45% and 53% media planners respectively suggest Television being most effective and key communication driver for implementing a brand building and sales promotion campaign in Pakistan. Whereas Print media takes secondary preference with 25% and 26% voting respectively.
65% media planners in Pakistan believe a media research on consumer habits and lifestyle is necessary before devising a media plan which positively increases the chances of campaign success. This is an encouraging percentage and supports a scientific planning approach towards media spending which decreases the risk of campaign failure towards media objectives.
65%的巴基斯坦媒体策划者认为,在设计媒体计划之前,有必要对消费者的习惯和生活方式进行媒体研究,以积极增加宣传活动成功的机会。这是一个令人鼓舞的百分比,支持对媒体支出采取科学的规划方法,从而减少宣传活动在实现媒体目标时失败的风险。
35% of media planners think negotiating good rates with media is most important for marketers when selecting their media agencies whereas 20% think it’s the availability of planning tools and resources to conduct research based media plans which count more
Research Hypothesis
Majority of marketers believe sales as an affectivity measure for advertising. This discourages brand building attitude in the advertising environment which can hamper the way of strong local brands arising out of Pakistan.
Advertising agencies need to recruit more inspiring creative talent to match marketer expectation
Enough advertising agencies need to realize that marketers primarily seek “Creativity” as key expectation for selecting a creative agency. Currently only 30% are aware of this expectation which requires the other 70% to realize the same.
Marketers not rely much upon advertising agencies team work due to lack of creativity or limited creativity being generated.
Media planners emphasize to conduct proper consumer research prior to on air the promotional campaign to hit the target audience as desired by the marketer because currently it has not given any importance.
Most marketers are on retainer basis with advertising agencies to avoid the hassle to hunt down different agencies to get their work done by sacrificing on quality and relying on limited creativity generated from one specific agency in an agreement with the marketer on retainer ship basis.
The main reason for which the marketer change the creative agency is lack of creativity.
Methodology方法
The research methodology used to undertake this research study is questionnaire based. Three surveys have been conducted with sample size of 20 respondents per survey. First survey was conducted with Marketers from various companies being the primary brand custodians. Second survey was conducted with executives working at various advertising agencies in Pakistan responsible for conducting the brand research, formulating communication strategy and developing creative campaigns on behalf of the marketers. Finally third survey was conducted with media planners working at various media agencies in Pakistan responsible for planning and monitoring the execution of campaign.
本研究采用问卷调查的研究方法。进行了三次调查,每次调查的样本量为20名受访者。第一项调查是与来自不同公司的营销人员作为主要的品牌保管人进行的。第二项调查是对巴基斯坦各广告公司的高管进行的,他们负责进行品牌研究,制定传播策略,并代表营销人员开发创意活动。最后,第三次调查是与在巴基斯坦各媒体机构工作的负责计划和监测宣传活动执行的媒体策划者一起进行的。
Recommendations
Regulatory bodies such as All Pakistan Newspaper Society (APNS), Advertising Association of Pakistan (APP) and Marketing Association of Pakistan need to conduct joint awareness workshops and conferences where key representatives from Advertising and Marketing and Media industries should participate in identifying issues and malpractices of distorted and unproductive trends and devise alternate solutions to the same. Sup the advertising trends through their knowledge, interaction and practices. These inputs or drivers of current prevailing advertising trends in Pakistan affect the outgrowth of this industry in various ways. The negatively affecting elements need to be reviewed and redefined by regulatory bodies such as All Pakistan Newspaper Society and Marketing Association of Pakistan to promulgate ascending industry growth.
Conclusion结论
Finally I would conclude that Advertising in Pakistan will remain static and room for improvement will always be required if focus will not be given to the above mentioned problems. Marketers are also not paying attention to this issue as they are involved in meeting the timelines for tasks delegated by their higher authorities so advertising agencies also care for their timelines and deliver them low quality work in short timelines. Also media planners are just concerned to buy air time for marketers and get their amount rather than suggesting them a good communication medium depending upon the client expectation and budget.
最后,我想得出结论,巴基斯坦的广告将保持静态,如果不关注上述问题,将始终需要改进的空间。营销人员也没有注意到这个问题,因为他们需要完成上级授权的任务,所以广告代理也会关注他们的时间安排,并在短时间内向他们交付低质量的工作。此外,媒体策划者只关心为营销人员购买播出时间并获得他们的资金,而不是根据客户的期望和预算向他们推荐一个良好的传播媒介。
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