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

Thesis Info

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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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جو دیپ پلکوں پہ دھر رہا تھا

وہ شب کا کشکول بھر رہا تھا

 

چہار سو  نور  تھا  زمیں  پر

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اُدھر بھی تو ایک زندگی ہے

وہ جی رہا ہے جو مر رہا تھا

 

ہوائے شب اشتعال میں تھی

چراغ  جلنے  سے ڈر  رہا  تھا

 

ہماری آنکھوں میں تشنگی تھی

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جو  آ  رہے  ہیں  شفیق  آصف

میں  یاد  ان  کو  ہی  کر   تھا

Optimization of Consumption in Divine Context: Basic Principles and Extension

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Experimentation of Word Wall Strategy for Capacity Building of Primary Language Teachers and Grade Iv Students Through Vocabulary Development

The aim of this project was to experiment the Word Wall strategy for capacity building of primary teachers and grade IV students for vocabulary development. From needs analysis I came to know that vocabulary development is an urgent need of the school. Keeping in view the school's need, I planned and developed a participatory project to ensure sustainability of the project through equal and active involvement of two immediate stakeholders such as two primary language teachers and grade IV students. This project included three stages; planning, implementation and evaluation. Planning was involved in both pre-intervention and intervention stages. Pre-intervention encompassed development of action plan, orientation of the teachers to the Word Wall strategy and development of resources, and defining roles and responsibilities of project leader and teachers. It also included a pre-test that I conducted in order to evaluate students' current vocabulary knowledge. Setting a clear goal, objectives and activities were also a significant part of planning. Besides grade IV students' two language teachers were the direct beneficiaries of this project, and teachers' involvement throughout the process in planning, implementation and evaluation of Word Wall was significant. My role during the four demonstration lessons and two observations of teachers' teaching presentations remained as a clinical supervisor to facilitate and support teachers in developing Word Wall and its effective implementation in the classroom. The purpose of offering these activities was to enable teachers to provide multiple exposures to students for understanding of contextual meanings and retention of the vocabulary. The experience of experimenting Word Wall in a primary classroom revealed that continual addition of words on the wall ensured students' spelling accuracy and vocabulary retention. Moreover, Word Wall proved to be a motivational element for students' participation in reading, writing, speaking and listening activities. In the light of the project outcomes, it is suggested that the aforesaid strategy can be applied in similar contexts to expand students' vocabulary and develop their language skills and reading comprehension.