Most Pakistani advertiser believes that Television as a medium reaches out to larger audience than a print version or radio station. It engages viewer with glamour which includes sight, sound and motion unlike radio, print or billboard.
Print ad (newspaper, magazine) is inexpensive to produce with different rates and sizes but readership is limited and also image quality varies.
Digital advertising is low cost, can be tracked and updated but is not stand alone medium and in Pakistan it is low as compare to other advertising mediums.
Billboard advertising can’t be switched off. Visibility frequency is high but hard to reach a specific audience.
Spotlight Mediums of Pakistani Advertisers
TV, Newspaper and Bill boards are mostly use for advertisement in Pakistan. Radio advertisements are used in rural areas in large number. Whereas Digital Media is getting popularity day by day due to facebook, bloggers etc. but many advertisers still believe in traditional type of advertisement that why they use newspaper, billboards and TV for their products advertisement.
At least everyone can agree on the purpose of billboard advertising: It plays an effective function in any businesses’ marketing; specifically those aimed at multimedia channels. The billboard advertising audiences are almost always on the move.
Big advertiser uses TV for their products and also newspaper and bill boards. In Pakistan restaurants like KFC, McDonalds, Pizza Hut uses bill boards and newspaper most of the times.
Electronic billboards are high-tech versions of the traditional billboards that are often found along major thoroughfares within some cities. One of the advantages of an electronic billboard is that the advertising no longer has to be static. Nowadays different news and entertainment channels are advertising their programs on billboards.
Potential in TV Advertisement
With billions of faithful viewers scattered across every city of Pakistan, the medium of television is considered by many marketing experts to be the ultimate platform for targeted advertising. A single 30 or 60 second television commercial broadcast during an event such as the Super Bowl or the Olympics can easily reach the eyes and ears of billions of potential customers. Television advertising may be more expensive to produce and broadcast than other forms of advertising, but it also has the power to connect with the broadest audience simultaneously. Soft drinks companies use TV for advertising their products. Most Of Pakistani TVCs focus on humor and Glamour.
Television advertising is similar to radio advertising in the sense of relaying a specific sales pitch in a limited amount of time. Most television ads are either 30 or 60 seconds in duration, long enough to give the viewers pertinent information or create a specific opinion of the product or service, but not long enough to lose the viewer’s attention. Television commercials are generally placed at strategic.