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An Empirical Investigation of the Association Between Creative Advertising and Advertising Effectiveness in Pakistan

Thesis Info

Access Option

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Author

Wisal Ahmad

Program

PhD

Institute

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology

City

Islamabad

Province

Islamabad

Country

Pakistan

Thesis Completing Year

2010

Thesis Completion Status

Completed

Subject

International economics

Language

English

Link

http://prr.hec.gov.pk/jspui/handle/123456789/1160

Added

2021-02-17 19:49:13

Modified

2024-03-24 20:25:49

ARI ID

1676724485901

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The importance of creativity in advertising as one of the primary factor for advertising effectiveness has been much advocated by advertising professionals and academicians particularly in a cluttered media. Industry experts argue that advertisements have to be more creative to break through the greater media clutter and develop an impression for the brand. This study examines the potential effectiveness of award- winning television advertisements in Pakistan in both single and three advertising exposures. Both creative and control advertisements were embedded in a television program which were shown to two separate groups of research subjects with single and three advertising exposures respectively. After watching the advertisements, Subjects’ tapped their responses about brand and advertisement recall, attitude and lastly purchase intent. Contrary to expectations, the finding of this study in single exposure does not verify the superior performance of creative advertising in terms of recall, brand and advertisement attitude and purchase intent. However, in three exposures, creative advertisements developed significantly more favorable brand and advertisement attitude and greater unaided brand recall than control advertisements. Creative advertisements developed greater mean purchase intent for the advertised brands than control group of advertisements; however, it just slipped from attaining significance. Being an optimum and more mature response of research participants in three exposures as compared to single exposure, the results of this study in three exposures conclude that creative advertisements are really more effective than conventional advertisements and bestow value to the advertised brands.
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۵۴۔ کھوکھلی محبت

کھوکھلی محبت

میں تیری محبت کی عفت کو کیسے مان لوں

جو کئی قسم کی محبتوں کا مرکب ہے

دغا کی عفونت

لالچ کی رنگینیاں

جھوٹ کی نمائش

فریفتگی کے جھانسے

وعدوں کا فریب

اس عارضی رنگین مرکب کو کیا سمجھوں

چند روزہ سکوں۔۔؟

یا غلاظت کے ڈھیر پہ پڑا ہوا گلاب

A Proposed Islamic Microfinance Impact Assessment Methodology

Impact assessment of microfinance programs have been remained the foremost concern of microfinance stakeholders for optimal policy measures. The existing literature regarding the impact assessment varies from parametric to experimental methods to evaluate the performance of microfinance programs across the world however; the literature is lacking a single measure to reveal maximum possible changes in socioeconomic variables resulting from microfinance institutions’ intervention. This study aims to develop a composite index for evaluating the performance of microfinance programs in multi-dimensional contexts. The study exposes a set of eight “diverse indicators” to evaluate the performance of a microfinance program on a wider socioeconomic scale. The dimensions of the index are consist of economic (Income, saving) and socioeconomic (poverty, access to basic facilities, family empowerment) indicators. The changes in deprivations of household, based on the selected indicators, reveal the intensity of success of a microfinance program towards their goals. Finally, we have developed an index by the interaction of incidence and intensity of socioeconomic deprivations. The index is named as “Multidimensional Microfinance Deprivation Index”. This is an index developed in the same line as multidimensional poverty index. The implications of this study are three folds; firstly, it will open up a new dimension of literature in the field of microfinance including Islamic microfinance by instigating an important area. Secondly, it may provide a better alternative to microfinance’s stakeholders to investigate the impact assessment of microfinance programs on a wider socioeconomic scale rather than a few economic. Last but not the least, the study integrates diverse socioeconomic indicators, after assigning weights and adjustment to portray an overall picture of the performance of microfinance in terms of uplifting the socioeconomic conditions of the poor and financially marginalized people.

The Role and Processes of Service Learning in a High School Karachi: A Case Study

This study explores a case of Service-Learning in a school context. Service-Learning is a methodological approach that facilitates learning through action/service, usually carried out in a community context. For this, using purposive sampling, a private school in Karachi was approached whereby Service Learning was initiated. Having identified the school, then access was sought, after which an informed consent was taken from the research participants. In this regard, the study adopts a case-study research method; using semi-structured interviews, focus group discussions and document analysis as the main tools for data collection. The study reports that the Service-Learning (S-L) initiative in Haji Murad School ( the case under study) is rationalized and situated as a part of Personal, Intellectual, Social and Moral Development (PRISM);program'; which aims towards holistic development of children; through complementary learning approaches to school's prescribed subject curriculum. The study further reports findings related to the processes, outcomes and challenges of conducting Service-Learning in the context of Haji Murad School. The study found the following main findings: S-L was chosen as an experiential learning teaching method especially to teach PRISM aspects in a real context and it was influenced the by school vision. ; Different stakeholders pursued S-L in deferent ways. The study found the S-L document; PC and the students have a clear idea about S-L. However, the SPCs' conception of S-L was found varying. ; S-L in Haji Murad School took place in many steps: the initial planning, identification of the community needs, the selection of students for service, service action and a small scale recognition. But the program was found lacking in the main component of reflection and the program was also found to be teacher centered because the students' role was found to be minimal. Therefore, this program cannot be named standard service-learning program. But in spite of lacking in expertise in carrying out this project, a number of learning outcomes were reported by the students. For example, realizing others' needs, recognizing the power and value of collaborative work, changing and challenging previous beliefs, building interpersonal relationships, understanding the nature of the teaching profession, building confidence and getting inspiration from service. While carrying out the service-learning project a number of challenges were found. Based on the analysis, the study concludes with presenting recommendations for Service- Learning in Haji Murad School, as well as identifies further areas for research.