History of Advertising in Pakistan

Kamran Ahmed Siddiqui, Aisha Siddiqui

Abstract


The purpose of this paper was to present a historical overview of advertising in Pakistan and highlight major developments within a particular era. Discourse analysis was used to present the dynamics in the marketplace that have changed the way advertising has been practiced in this region. The development and evolution of advertising have been extraordinary in Pakistan. Started as less than $ 1000 industry inflated to several billion dollars industry in just sixty four years. Over the period of time the advertising industry underwent different phases of evolution. These phases can be categorized on the bases of major socio-political conditions prevailing in the country. First Era (1947 – 1964) Characterizes by small number of players in the newly formed advertising industry; very few businesses taking advantage of advertising techniques; advertising reach limiting to mainly urban geographic regions; advertising medium limited  to print ads; Radio emerged as new promising advertising media. Second Era (1964 – 1978) Arrival of television stations made a drastic change in the existing advertising practices. The new visual messaging services seemed more attractive and effective source of communication. Third Era (1978 – 1988) New advertising ideologies took over the old ones. The colour TV broadcast and classical jingles made it a vintage era.  Fourth Era (1988 – 1998) New graphic technologies were used to facilitate the limited time frame concepts.  Fifth Era (1998 – 2008) The rise of golden age witnessed modern advertising and visual effects. Industry growth increased 500 times with talents and man power. Sixth Era (2008 – 2010) Animations, Indian production and Indian celebrities highlighted the glamorous era. Global recession felt and low budgeted advertising industry-tier produced low-rate and below par advertisements. Based on their interests, users of this study have been classified into two distinct categories, i.e., academics and corporate users. Academics may find this research instrumental in their teachings and research activities. The corporate users may act as mentors for this research by sharing their relevant experience and may note lessons for their corporate practices. 


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References


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Nawa-i-Waqthttp://en.wikipedia.org/wiki/Nawa-i-Waqt

Daily Jang http://en.wikipedia.org/wiki/Daily_Jang

Dawn News http://en.wikipedia.org/wiki/Dawn_(newspaper)

Tibet soap http://pakistaniat.com/2008/09/11/pakistan-print-media-ads-adverts-advertising-advertisements-1950s/

West End Watch Co’shttp://pakistaniat.com/2008/09/11/pakistan-print-media-ads-adverts-advertising-advertisements-1950s/

Pakistan Railway http://pakistaniat.com/2008/09/11/pakistan-print-media-ads-adverts-advertising-advertisements-1950s/

All Pakistan Newspaper Association (APNS) – Official website http://www.apns.com.pk/about_us/index.php

All Pakistan Newspaper Association (APNS) – Official website http://www.apns.com.pk/about_us/index.php

Cinema Advertising in Pakistan

http://en.wikipedia.org/wiki/Cinema_of_Pakistan

PTV starting screen http://www.youtube.com/watch?v=LJDNi9dP0sg&NR=1

Lipton’s Chai Chayehttp://www.youtube.com/watch?v=UGkeO8KLZYU

Pakistan Advertising Association http://creativelinkcommunications.blogspot.com/

Advertising Association of Pakistan http://www.madmasala.com/local-news/257-advertising-association-of-pakistan-holds-first-elections

Dentonic: “AikchutkiDentonic Ki Chutkibajatayhee” http://www.youtube.com/watch?v=4XSeQ5RZ1zs&feature=related

Naaz pan Masala’s: “Meri Muthi main band Hay kia, http://www.youtube.com/watch?v=1PWYmHJhsME

Naurus: “BhoolnajaanaPhir Papa” http://www.youtube.com/watch?v=3gfkmqvuQmI&feature=related

Cherry Blossom, http://www.youtube.com/watch?v=gmVGIhyGwTY

Mitchell’s Jubilee,

Binnacatoothpaste http://www.youtube.com/watch?NR=1&v=3gfkmqvuQmI

Kiwi Shoe Polish http://www.youtube.com/watch?v=3gfkmqvuQmI&feature=related

WasimAkram http://www.youtube.com/watch?v=pIKMjh-v0DY

Candy Biscuits http://www.youtube.com/watch?v=KOogXgAnMNk

Dentonic http://www.youtube.com/watch?v=4XSeQ5RZ1zs

Disprin http://www.youtube.com/watch?v=BKD-yQDmMVM

Dettol http://www.youtube.com/watch?v=e30OsXV0x0M

State Life Insurance http://www.youtube.com/watch?

v=aAuUm7F61-U&feature=related

Metro Milan Agarbati http://www.youtube.com/watch?v=M7ZXCkYUi0Q&feature=related

Pakistan Advertisers Society http://www.pas.org.pk/about/

Imran Khan http://www.youtube.com/watch?v=ksezXj59ob8

WasimAkram http://www.youtube.com/watch?v=ksezXj59ob8

Vital Signs http://www.youtube.com/watch?v=jmgkB9eEHnw&feature=related

PEMRA http://115.186.57.68/index.php?option=com_content&view=article&id=1&Itemid=3

Stamp Advertising in Pakistan http://en.wikipedia.org/wiki/Postage_stamps_and_postal_history_of_Pakistan

Coke http://www.youtube.com/watch?v=N2FvaljL2UM

Ufone http://www.youtube.com/watch?v=mIaJaEmglfA

Ufone http://www.youtube.com/watch?v=Uv7Ct3Uc0w8

Jazz http://www.youtube.com/watch?v=MjHsw-p-kn0

Olpershttp://www.youtube.com/watch?v=5R-9UFWx-Es&feature=related

Olpers http://www.youtube.com/watch?v=APsHsW9r1Zg&feature=related

Haleeb http://www.youtube.com/watch?v=Ji21MjV062E

Habib Bank http://www.youtube.com/watch?v=c8pGR4DFSKU&feature=related

Fair & Lovely http://www.youtube.com/watch?v=9P-6sNIZk2o&feature=related

Cadbury http://www.youtube.com/watch?v=DlB4hFTAxOo

Supreme Tea http://www.youtube.com/watch?v=4PqjYzCvPNo

Katrina Kaif http://www.youtube.com/watch?v=e7vlj2GQnyM

Commander Safgurad http://www.youtube.com/watch?v=Gma_KezckPM

Walls Badamihttp://www.youtube.com/watch?v=qXmW0sR7S5w

Zong http://www.youtube.com/watch?v=eLzcmjvZEHU

Lux http://www.youtube.com/watch?v=E9WrLdKpq4Y

Head&Shoulder http://www.youtube.com/watch?v=x62v6rrwVtE

Ufone http://www.youtube.com/watch?v=ipN9_mJKt4c

Jazz http://www.youtube.com/watch?v=KfTmANwrA1Y

Tarang http://www.youtube.com/watch?v=rK1w05k5tag

Pepsi http://www.youtube.com/watch?v=hz9I4rytWic

Media Advertising Spend in Pakistan Gallup Pakistan Ltd.

www.gallup.com.pk/News/Media%20Cyberletter.pdf

Media Advertising Spend in Pakistan Gallup Pakistan Ltd. www.gallup.com.pk/News/Media%20Cyberletter.pdf


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