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Advertising Styles’ Impact on Attention in Pakistan

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Author Info

  • Kashif Riaz

    ()
    (Khadam Ali Shah Bukhari Institute of Technology (KASBIT), Karachi)

  • Syed Karamatullah Hussainy
  • Abdul Kabeer Kazi
  • Gobind M. Herani

Abstract

The topic was selected after giving consideration to the modern environment and the use of media by advertisers for attention purposes of their products. It was also observed that the number of channels especially in the electronic media have also geometrically increased over the last two decades. It is now becoming difficult for advertisers to get the attention of their products in the minds of their viewers. The methodology used in the research was focus group and ads of different products were shown to them which included humorous and serious appeals. As the literature review revealed that these two types of appeals have significant difference when measuring attention between humorous and serious advertisements. At the end of the research it was established that there is a significant difference between the attention of humorous and serious appeals. Initially the idea was taken form a research conducted in Sweden. Same parameters were analyzed in Pakistan. We concluded that the reaction of two different societies have almost the same response for humorous and serious advertising appeals.

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File URL: http://kasbit.edu.pk/KBJVol1/2-Chapter%2028-35.pdf
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Bibliographic Info

Article provided by Khadim Ali Shah Bukhari Institute of Technology (KASBIT) in its journal KASBIT Bussiness Journal.

Volume (Year): 1 (2008)
Issue (Month): (December)
Pages: 28-35

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Handle: RePEc:ksb:journl:v:1:y:2008:p:28-35

Contact details of provider:
Web page: http://kasbit.edu.pk/academics/academic-departments/marketing-management/
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Related research

Keywords: Humorous Appeals; Serious Appeals; Attention;

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Cited by:
  1. Niazi, Ghulam Shabbir Khan & Siddiqui, Javaria & Shah, Burhan Ali & Hunjra, Ahmed Imran, 2011. "Effective advertising and its influence on consumer buying behavior," MPRA Paper 40689, University Library of Munich, Germany.

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