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

1. Fatima Noor

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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.

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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.
 Audio-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.
 Even illiterates can watch the advertisements and understood
it by seeing and hearing.

6. • 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.

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 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.

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 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.

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 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

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1. Appraise your advertising
opportunity
2Analyze your market:
3. Determine your advertising
objectives
4.Establish you budget and the
necessary control systems
5.Develop your strategy
6. Implement your strategy
7. Evaluate advertising results:

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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

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

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 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.

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Note: Advertising rates may different at the time of client confirmation and nature of
advert

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“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

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

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