A critical study of creativity in TV and messages
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Date
2011
Authors
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Publisher
University of Management and Technology
Abstract
This research has been conduct to highlight the issue of lack of creativity in Pakistani
advertisements. People immediately change the channel as any commercial break takes place
during any program. People are not finding creativity in Pakistani ads. Problem is with the
efficiency of our advertising professional. They are not enough expert and efficient to provide
something new and unique for the viewers. Researchers got the quantitative result on the
basis of their questionnaire survey. This study concludes that 54% correspondents have
attraction for overall presentation instead of few elements, 47% respondent immediately
change the channel to avoid commercial break and 34% rarely watch ads during commercial
break of any program, only 19% of them use to watch ads. 84% of our respondent agreed that
creative ads attract them and can influence their buying behaviour, 61% of them agreed that
they haven't buy any product due to any Pakistani commercial and reason given by them is
lacking of creativity in the ads, 83% respondents agreed that Pakistani advertising
professional not providing something unique to attract the viewers, 89% respondents got
disappointed by watching Pakistani commercials, 50% of them have given C and D grade for
the creativity to our advertising professionals, 69% people like to see Ufone commercials as
they are providing variety of ads for the viewers. This research shows that our advertising
professionals are only working as they are doing formalities rather providing their viewers
something new and unique in order to achieve the required result.
Description
Keywords
Television Commercial, Advertisment