Objectives Advertisement TV Ads Clutter Why is Advertisements Clutter a Problem? How to Break through Ad Clutter? Impact of Ads Clutter on SMEs Case Studies of Pakola and Hico Ice-Cream

1. During the past, some years we see many ads
clutter on TV. Do you think it creates
problem for the viewers and Small and
Medium Enterprises?
Wajiha Muhammad Ismail

2. Objectives
 What is Advertisement and TV Ads Clutter?
 Why is Advertisement Clutter a Problem?
 How to breakthrough Ads Clutter?
 How Ads Clutter made impact on SMEs?
 Case Studies (Pakola and Hico Ice-Cream).
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3. Advertisement
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Advertising is a form of mass
communication.
It involves a process of transmission of
information by a seller of a product or
service to modify the behavior of the
buyer to buy a particular product.
Simply, it is the communication link
between the seller and the buyer.

4. TV Ads Clutter
The sheer volume of advertising on TV, that consumers
encounter every day – makes it hard for any individual ad
to achieve its most fundamental goal, which is to be
noticed.
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5. Why is Advertising Clutter a Problem?
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Reduced ad
viewing
Customer’s
inability to
identify your
brand
Increased
avoidance
Impaired
advertising
memories
Negative
emotional
responses to
advertising
Banner
blindness

6. How to Break Through Ad Clutter ?
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Breakthrough
of the ad clutter
is essential.
Some are the
highlighted
ways to break
through ad
clutters:
Relatable Characters & Situations – Audiences will connect with personalities
and scenarios with whom they can identify.
Simple & Upbeat Storyline – Ads should do more than convey information– they
should tell a story.
Build an Emotional Connection – The brain identifies an emotional experience
as important enough to remember, which in turn resonates with the audience.

7. Impact of Ads
Clutter on
SMEs
Ads Clutter made a great impact on SMEs. They are not able
to advertise their product or service because of some major
reasons.
o Financial constraints
o Lack of managerial education and skilled human
resource
o Poor marketing information/management
o Lack of inability to adopt new technology
o Entry of multinational and more powerful competitors
into the local market
o Lack of proper infrastructure is a major barrier for
SMEs
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8. Object
 Founded on 14th of August 1950 by Haji Ali Muhammad.
 Produced by Mehran Bottlers.
 Pakola means ‘Cola of Pakistan’. With the slogan, “DIL
BOLA …. Pakola”.
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9. Problem
 Its very inception, this business has ‘no eyes’ no ears’.
 Due to some famous giant competitors i.e.: Pepsi, Coca Cola, Fanta, etc. at
international and at national Engro's entry into the food and beverage.
 Weak distribution, ineffective marketing, no proper management structure, lack
of professional employees and centralized decision making.
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10. Analysis
 They need to work on their weaknesses by improving their management
structure.
 They strongly need to do market research, market intelligence, and
consumers survey.
 They need to make a competent distribution set up.
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11. Solution
 Make strong management as it is the pillar of every organization and
hire skilled and technical employees because employees have the
power to lead the organization to a better place in the market.
 Improve the product according to the consumer needs and most
importantly effective and attractive marketing can help the product
stand out in the market.
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12. Object
 Founded on 1952. Hico was the first ice cream company in Pakistan.
 The operation started as a small tricycle vending business with
hawkers roaming the city of Lahore.
 The Hico jingle attracted both children and adults to devour what was
at that time, Pakistan’s only ice cream company.
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13. Problem
 Weak marketing, distribution, and limited resources.
 Hico primarily serves the Lahore market and has very limited
availability in other major cities.
 Become out of stock at the peak season of the summer due to short
supply.
 The Major rival is a multi-national company like Walls.
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14. Analysis
 They must work on their distribution by extending their
availability on other and existing cities and marketing systems
by doing market research and consumer surveys for improving
the product according to the consumer's need.
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15. Solution
 For Hico ice-creams there is a large untapped market to grow its
business.
 They must improve and update their systems in the means of
marketing and distribution to take their place in the market.
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16. Conclusion
• If you do marketing in a right way you don’t need to run
your ad continuously to promote what you offer.
• If you don’t do marketing and if you do but in wrong way
you lose your brand spark even after being famous.
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