The field of advertising has been evolved based on the concept that whatever is needed by target audience members can be fulfilled through getting a particular product or service. The students of marketing and advertising are taught essentially to be convincing sufficiently to sell a product or a service in this manner that a customer feels compelled to have it. To be convincing requires a lot of research about the attitudes of a target audience and consumer groups.
Billions of dollars are spent on both marketing and research for advertising by local and international brands. This is the kind of an approach practiced by advertising companies around the globe, including in Pakistan.
According to media expert, Javed Jabbar, advertising has evolved in Pakistan almost 500% since the 1970s and now has gained so much control that they have become “shapers” of how the media works in this country, although this is largely true of other places as well. According to a report, the internet usage in Pakistan is the highest in South Asia and almost double to that of India.
However, the advertising companies are not focusing much on digital marketing in Pakistan as much as they should to gain from it. The importance of this was recently highlighted at a marketing conference held in Karachi called “Dig It 2012” last month. Digital marketing is less expensive and has wide reach, which makes for more profit for the advertisers.