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The Effectiveness of Various Upcoming Media on Company's Sales in Karachi Market

WAQAS, ZUNNAIR (2020): The Effectiveness of Various Upcoming Media on Company's Sales in Karachi Market.

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Advertising has become increasingly international. More than ever before, corporations are looking beyond their own country's borders for new customers. Faster modes of shipping, the growth of multinational corporations, rising personal income levels worldwide, and falling trade barriers have all encouraged commerce between countries. Because corporations are opening new markets and selling their products in many regions of the globe, they are also advertising their products in those regions. The basic intent was finding out whether the trend of placing ads on television is/has shifted towards other modes of advertising with respect to the fast moving consumer goods (FMCG) category. If the trend has shifted or is shifting towards other modes, then what are the main factors for this trend swing? Also this research has find out whether the future holds anything for the other modes of advertising.This study was a “DESCRIPTIVE STUDY”. Variables were neither controlled nor manipulated, and no artificial setting was created for this study i.e., NON-CONTRIVED. The data for this research was collected over a one month period. Percentage sampling technique was used to analyze the data as the data was qualitative, not quantitative.

The basic units of analysis were, - Advertising Agencies. - Television Networks. - Fast Moving Consumer Good Companies. - Residents of Karachi City.

Organizations are aware by the fact that outdoor advertising is an effective advertising medium and therefore the majority of tea companies are using billboard and transit for creating the awareness about their brand in consumer mind. Due to the busy schedule of the day most of the consumers prefer to watch TV when they get time and therefore they have a very low interest in watching ads on TV and the consumers who watch TV regularly have also little interest in watching ads because of the presence and bombardment of many channels and due to which they are engaged in zipping of channels. Most of the consumers give attention to the billboards when they are traveling outside their home. The result shows that a large number of consumers are aware about the billboards and they give their attention towards it, which is an evident of the success of the outdoor advertising regarding its growing impact on the consumer behavior.

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