University of Gujrat

Hafiz hayat campus

Promotion and advertising
management
Submitted to:

Mam Rebaha Afzal

Submitted by:

Hasnain Ahmad
Roll no:

19016620-031
Date:

29/05/2021

Student of business administration

Promotion and Advertising background (internationally) ;
The evolution of advertisement dates back into the ancient times. Societies have
used symbols, criers and pictorial signs to attract product users. Over centuries
these elements were used for promoting products. Definitely in the early ages they
were handmade and were produced at limited scale. In the mid14th century Johann
Gutenberg in Germany developed the first printing press, which helped
advertisers to print handbills at mass scale to be distributed across the country.
Later on this phenomenon gained strength and was used more intensively for
promotional purposes.
Along with the development of society and technology advertising also evolved
with time. In September 1888 Kodak printed its
advertisement in the newspaper. From this point onwards advertising gained
momentum and in today’s modern environment no company can dream to
communicate its message without use of advertising.

Regulation of Advertising and promotion in Pakistan:

Advertising in Pakistan has generally followed the
trends and innovations adopted globally. It has responded to the changing business
environment, media technologies and cultural and ethical pick-up lines. In 1947
soon after the independence there had been very few mediums of advertising and
all of these were only covering the local population at the time.
The advertising industry in Pakistan grew over time. In the beginning the local
businesses were utilizing the available medium that was mostly newspapers,
magazines and digests. As the new businesses started to emerge the race to
compete became intense. The new players forced the industry to be more
professional and creative in order to survive and gain
competitive edge.
This phenomenon is still the changing factor in the advent of presently developed
advertising industry. Under the influence of multinationals coming into Pakistan
and investing into new businesses, many foreign advertising agencies also
established their offices and joined hands with many already present local
institutions to step into the arena.
The advertising industry remained influenced by the cultural and religious beliefs
of the natives and remained entrapped within these barriers. Over the period of
time the industry shifted towards different modes and underwent different phases
of evolution.
Development of advertising in Pakistan
The development and evolution of advertising have been extraordinary in Pakistan.
Started as less than $ 1000 industry inflated to several billion dollars industry in
just sixty four years. Over the period of time the industry shifted towards different
modes and underwent different phases of evolution. These phases can be
categorized over a period of time. First Era (1947 –1964) characterized by small
number of players in the newly formed advertising industry; very few businesses
taking advantage of advertising techniques; advertising reach limiting to mainly
urban geographic regions; advertising medium limited to print ads. Second Era
(1964– 1978) Arrival of television stations made a drastic change in the existing
advertising practices. The new visual messaging services seemed more attractive
and effective.
Third Era (1978 – 1988). The colour TV broadcast and classical jingles made it a
vintage era.
Fourth Era (1988 – 1998). New graphic technologies were used to facilitate the
limited time frame concepts.
Fifth Era (1998 – 2008). The rise of golden age witnessed modern advertising and
visual effects. Industry growth increased 500 times with talents and man power.
Sixth Era (2008 – todate) Animations, Indian production and Indian celebrities
highlighted the glamorous era. Global recession felt and low budgeted advertising
industry-tier produced low-rate and below par advertisement.

First Era of Advertising in Pakistan (1947- 1964):

Before the independence, there
were very few ad agencies based in Pakistan as most of these agencies had their
head offices in India. After the independence of undivided India, few independent
agencies started experimenting with the available medium of communications at
that time. Newspapers were one major channel of communication for
such commercial purposes. Nawa-i-Waqt (1940), Daily Jang (1939) and Dawn
News . The 1941 were the oldest newspapers of the country. Many of the
advertising agencies preferred to choose these papers. At the time the
advertisements predominantly used to be black and white and were based upon the
product features and a tag line for sales.
Ads that appeared in print papers were mainly for consumer goods like biscuits,
soap, medicines, weapons, electronics, publications, edibles etc. At that time very
few ads could be seen with human impressions as the rigid ideology of society kept
the ethical restrictions over the
liberalized, these ethical barriers vanished. The noticeable thing in this advertising
was the images of female characters and the choice of words.
In the 1950’s the advertising used to use the characters and images giving the sense
of patriotism. The dressing of man, woman and child and public service messages
all have a patriotic touch to have an emotional impact over the consumer.

Regulation of Advertising And Promotion globally:

There are
three major policy implications from the analysis of advertising regulation:
advertising of truthful information should not be restricted by
regulatory authorities; deception is most likely and most harmful in the case of
‘credence’ goods, and regulation is most useful (if it is useful at all) in the case
of these goods; and laws or rules mandating disclosure (as opposed to laws
banning explicit deception) are generally not needed, and often
counterproductive. These points are applied in particular to regulation of price
advertising, of health claims, and of advertising by attorneys. An important
point of the analysis is that advertising can help markets move to new
equilibria, and excess regulation can retard such movements, with consequent
losses in consumer welfare.
1. Regulation of Price Advertising
‘Deceptive pricing’ is the advertising of reference prices which are not actually
common transaction prices. Ads like ‘Regularly $100, now $75’ or ‘$100
elsewhere, here $75’, where $100 is the reference price and $75 is the
transactions price, are sometimes considered deceptive unless there have been
‘enough’ sales at the $100 reference price, where enough can be defined in
various ways. If a product usually sells for $75 and the firm advertises it as
being normally $100, on sale for $75, this ad will have no immediate benefits.
That is, consumers are not given any new options, since $75 is the normal
price. This is why such ads are sometimes challenged as being deceptive.
2. Regulation and Types of Goods:

A public authority charged with advertising regulation has a substantial amount

of discretion. The nature of language is such that almost any claim could be
interpreted as being deceptive or misleading under some readings, so that there
are a large number of cases which could be brought (Craswell, 1985).
Moreover, most cases brought by the government are settled through consent
decrees (an agreement by the firm not to engage in the behavior in the future),
so that there is little litigation over the issue of deception and the correctness
of the agency’s position is not tested in court. This may be because of the high
reputation cost to a firm from being named as engaging in ‘deception’
(Peltzman, 1981). Mathios and Plummer (1989) generally find that firms which
contest FTC orders end up with greater capital losses than firms which consent
without a contest.

The changing world of advertisement And Promotion

Nearly everyone in the modern world is influenced to some degree by advertising

and other forms of promotion. Organizations in both the private and public sectors
have learned that the ability to communicate effectively and efficiently with their
target audiences is critical to their success.
Advertising and other types of promotional messages are used to sell products and
services as well as to promote causes, market political candidates, and deal with
societal problems such as alcohol and drug abuse. Consumers are finding it
increasingly difficult to avoid the efforts of marketers, who are constantly
searching for new ways to communicate with them.
Most of the people involved in advertising and promotion will tell you that there is
no more dynamic and fascinating a field to either practice or study. However, they
will also tell you that the field is undergoing dramatic changes that are changing
advertising and promotion forever. The changes are coming from all sides—clients
demanding better results from their advertising and promotional dollars; lean but
highly creative smaller ad agencies; sales promotion and direct-marketing firms, as
well as interactive agencies, which want a larger share of
the billions of dollars companies spend each year promoting their products and
services; consumers who no longer respond to traditional forms of advertising; and
new technologies that may reinvent the very process of advertising.
As the new millennium begins, we are experiencing perhaps the most dynamic and
revolutionary changes of any era in the history of marketing, as well as advertising
and promotion. These changes are being driven by advances in technology and
developments that have led to the rapid growth of communications through
interactive media, particularly the Internet.
“AN ARMY OF ONE “
During the early to mid 1990s, the U.S. Army had little trouble attracting enough
young men to enlist for military service. The collapse of the Soviet Union had all
but ended, and the cold war and military warfare was becoming more high-tech,
which meant that fewer soldiers were needed. Thus, the Army was downsized by
40 percent, making it easy to reach modest recruitment goals. Recruitment
advertising used the “Be All That You Can Be” tagline and relied primarily on
expensive television commercials to deliver the self-actualization message. The
ads also emphasized how joining the Army provided opportunities for career
training, college scholarships, and other financial incentives. While its recruitment
marketing strategy worked well in the early to mid ‘90s, by the later part of the
decade the Army found itself losing the battle to recruit America’s youth. The
military recruiting environment had changed as the booming economy of the ‘90s
created many other opportunities for high school graduates. The Army’s financial
package was not enough to attract qualified recruits, and many high school
graduates were not willing to endure the demands of basic training.
However, the core challenge facing the Army was deeply rooted negative
perceptions of the military. Research showed that 63 percent of young adults 17–
24 said there was no way they would enlist in the
military, and only 12 percent indicated an interest in military service. Comments
such as, “not for people like me,” “for losers,” and, “only for those with no other
options” were typical of the feelings young people held toward military service.
Moreover, even for many of those who would consider enlisting in the service, the
Army was their fourth choice among the branches of the military as it had major
image problems on key attributes considered important in a post high school
opportunity.