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The purpose of this study is to investigate the end user perspective of advertising in
Pakistan. This involves exploring and examining the consumer feedback about
advertising from multiple dimensions. In this regard, survey was done for the current
developments in literature so far, in order to discover a general pattern of consumer
attitude that has been developing over time. This leads us to the realization that the
advertising has been radically changing since its beginning with the change in literature.
Advertisers communicate with consumers through advertising, public relations, direct
marketing, interactive/Internet marketing, sales promotion etc. organizations must use all
available communication tools to communicate consumer and to create awareness about
the need of consumer. Advertising is used to create awareness for products and services.
Advertisers should know the needs of consumers, target audience, their culture, likes and
dislikes. Advertising create feelings and satisfaction in consumer’s mind. Many food and
beverage brands use advertising for the promotion of their products. Advergames have
an advertisement for a product, service, or company and have become popular. Cultural
frame work plays important role in advertising and consumer behavior. Music plays an
imported role in advertising; it has recently attracted interest in marketing and consumer
psychology. Music is key elements of the culture; it plays an important role in consumers’
perceptions, moods, and in the theme of the advertisements.
Masroor Khanam, Akbar Ali. (2019) IMPACT OF ADVERTISING: END USER PERSPECTIVE, Journal of Social Science and Humanities, Volume 58, Issue 1.
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