Common Attitude Development Towards Advertising in Pakistan

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.

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