TV Advertisement in Pakistan

Details of types and every necessary thing to keep in mind related to the advertisement.

1. TV Advertisement Fatima Noor

2. Mass Media and its Types Total Advertising Spend What is TV Advertisement and advantages. History and Evolution of advertisement in Pakistan Types of Advertisements for TV How to design advertisement   Ways of Scheduling Ads Time Band split ,cost, demographics. Law Of Ethical Advertisement In Pakistan Samples of Unethical advertisement Top ten Advertising companies(2017) Contents:

3. Mass media means technology that is intended to reach a mass audience. It is the primary means of communication used to reach the vast majority of the general public. Mass Media and its Types

4. Total Advertising Spend 

5. What is TV Advertisement An advertisement is a span of television programming produced and paid by an organization, which conveys a message, typically to market a product or service. Its length should be minimum 15 sec to max 30 sec (hardly 60). No one will pay attention to a dragged advertisement. Advantages of Television Advertisement: A udio-visual impact. Products can be shown, demonstrated and their utilities can be told. With catchy slogans, Music, famous personalities exhibiting products has a lasting impact. With varieties of channels and programs advertisers have a lot of choice to select the channel and time to advertise. E ven illiterates can watch the advertisements and understood it by seeing and hearing.

6. History and Evolution of advertisement in Pakistan In 1947, when Pakistan came into being the industry of advertising was in miserable condition, all the advertising agencies in Bombay, Madras, Calcutta and Delhi became part of India. Malani & Co was the advertising agency working in Pakistan whose owner was a Hindu.  Advertising agencies joined hands with many already present local institutions to step into the arena. A number of international agencies established in different cities of Pakistan. In the era of 1947-1964, the advertising industries tried to create a level of awareness in urban population through print ads, the other medium which was used to influence people was radio. The trends in advertising changed after the advent of TV. PTV (1963)and Radio Pakistan used movie songs as the concept in the advertisements of famous brands and Celebrity endorsements.

7. In 70’s and 80’s, the wave of drama soaps captured the viewers of sub-continent this provided with an opportunity for the advertising industry to develop new concepts of consumer behavior. In the late 80’s with the new technology of computer; ads were created with graphics and animations to attract the viewers . “Short concepts create fames” was the concept brought by the advertisers when the new modern advertising effects were introduced with visual effects. Celebrity endorsement converted into brand ambassadorship . In 2008 Indian celebrities became the brand ambassadors for the Pakistani market After wards, modern animation techniques and Indian production created the final shape of Pakistani TVC like Safeguard through the character of Commander Safeguard. History and Evolution of advertisement in Pakistan

8. REALISM: Realism narratives are used to make the audience feel they are watching something believable and realistic. ANTI – REALISM: Anti-realism narrative aims to present the viewer with a situation or concept that is clearly made up or unreal usually offer the viewer humor or escapism. ANIMATION: Animated images are often used in television advertising so that more fantastic or impossible scenes can be used. Types of Advertisements for TV

9. DOCUMENTORTY STYLE Documentary style adverts attempt to document reality, the documentary style can also be parodied and is sometimes referred to as ‘ mockumentary . SERIES Some advertising campiness use a series of adverts to promote a single brand, product or service. STAND ALONE (ONE OFF AD) Singular adverts which advertise a product or service and do not link with any existing advertisements for that brand, product or service. TALKING HEADS A talking head is a pundit who discusses a specific topic, directly addressing the viewer at home. e.g : Sensodyne toothpaste stories Types of Advertisements for TV

10. 6. Implement your strategy 7 . Evaluate advertising results : How to design advertisement

11. Good television advertising uses the impact of action and motion to attract attention and sustain interest. In planning television advertising, following are considerations : Length Scenes Talent Scripts and Storyboards Writing Television Copy How to design an Advertisement for television

12. Continuous Schedule: Advertising runs steadily and varies little over the campaign period. This schedule is good for Awareness purposes and for those products that are in demand 24/7/365. For example, Toothpastes, Soft Drinks, MacDonald's etc. Flighting Schedule: Alternatives periods of Advertising with no periods of Advertising. This pattern is recommended for those products and services that experience large fluctuations in the demand through out the year. For example, Electronics Good etc. Pulsing Schedule: Pulsing, mixes Continuous and Flighting strategies. Advertises maintain a low level of Advertising all year but using Periodic pulses to heavy up during the peak selling Period Ways of Scheduling Ads

13. Bursting Technique: Running the same commercial every half an hour on the same network during the prime-time. This technique aims at enhancing the Recency value of the product Road-blocking Technique: Buying space and time in all the major media in such a way that blocks or attempts to block the competitor’s ads to give an impression that “We” are every where. This strategy can not have a long live due to budget limitations and Competitors resources along with Media policies but can give a good “Push” to a product. Blinking Technique: To show Advertisement “once in a blue moon” with slim media budget. Ads are only shown when advertisers “think” it is now indispensable to mark presence in the media. Ways of Scheduling Ads

14. Time Band split

15. Costs for advertisement and Time Slots Note: Advertising rates may different at the time of client confirmation and nature of advert

16. “It is essential to maintain consistently high standards of television advertising. In judging advertisements, the main consideration will be the impression it is likely to create on an average audience, which includes children and young persons of innate judgment and of impressionable age .” PTV’s Code Of Ethics In Advertisement includes censoring the following elements from commercials and programs : Female glamour related to their bathing Touching cheeks with hands Making objectionable gestures Waiving hair and swaying Females in jeans and provocative dress Vulgar looks These are considered contrary to Islamic values and are in clash with the average family atmosphere Law Of Ethical Advertisement In Pakistan

17. WHY ETHICS ARE IMPORTANT IN ADVERTISEMENT

18. Samples of Unethical

19. Channels Advertising Revenue

20. http://www.pas.org.pk/tv-analysis-half-yearly-report-jan17-june17/

21. Any Questions?