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Common Attitude Development Towards Advertising In Pakistan - Softcover

Ahmed, Qazi Mohammed; Aleem, Majid; Z. Nasir, Fatima

 
9783659359293: Common Attitude Development Towards Advertising In Pakistan
Softcover
ISBN 10: 3659359297 ISBN 13: 9783659359293
Publisher: LAP LAMBERT Academic Publishing, 2013

Synopsis

The research study intends to investigate the role of general attitudes towards advertising in Pakistan. Attitude development here pertains to the evaluative criteria that consumers select by the degree of product information available, social affiliations and hedonism. Exposure to advertisements is specifically analyzed in the form of Mass Media advertising including television, radio and newspaper etc.Advertising is considered as both an institution and an instrument in Pakistan. The institution component plays an economic role in our society while the instrument component measures the qualities and failures of advertisements.The analysis reflects that the emotional appeals accompanied by nostalgia highly attract the potential consumer towards advertisements followed by product information & social integration Therefore, this book provides a guideline for advertising companies to not only focus on consumer perceptions but also on the latest promotional gadgets that promote mass media tools.

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About the Author

Qazi Mohammed Ahmed, MBA: Studied International Business & Marketing at Nust Business School. Lecturer at Imperial Institute of Technology, Islamabad.

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Publisher
LAP LAMBERT Academic Publishing
Publication date
2013
Language
English
ISBN 10 
3659359297
ISBN 13 
9783659359293
Binding
Paperback
Number of pages
96