Advertising is a type of marketing communication tool intended to inform and persuade potential audience to take some action in buying a product or service. The purpose of advertising is to create awareness of the product or service being advertised and provide information that will persuade the consumer to take action and make buying decision, not only to purchase but to repurchase and ultimately creating brand-loyal customers (Ayanwale et al., 2005).
In today’s highly competitive market, marketers are facing challenges in developing effective TV advertisement and thus they have to think beyond informing, educating and facilitating the customers. As competition is increasing, the need for effective marketing communication is growing and marketers are finding new ways to break through the clutter and generate response and action from potential consumers.
According to the a survey of Gallup Pakistan, spending on TV advertisement increased throughout year 2009. The top 10 brands advertised on TV made up 22% of total advertising share in October 2009. The annual TV advertisement expenditure estimated by Gallop Pakistan and Aurora were 14.80 bn and 13.31 bn Rupees respectively. The Telecom sector was the most advertised product category having value share of 28%. These reports evidently illustrate that companies in Pakistan specifically the telecom sector are spending a huge amount of their budget on advertising and brand management to capture the maximum potential consumers and to increase their market share.
Mobile phones have become the basic need of every individual during past 15 years. The development of mobile phones has brought the market into a state where the fundamental need of communication has actually extended to new means of interaction and personal digital assistance (Karjaluoto et al., 2005). According to (Kamran, 2010), Pakistani youth has also swiftly adopted the mobile phones and that teenagers and youth are recognized as one of the biggest, attractive and most productive segment of mobile phone market. According to a report issued in December 2009, mobile penetration has reached 58.2%, and total mobile subscribers reached 94.3 million with more than 90% of the country having access to mobile services. However, the 98% subscription remained with prepaid connections whereas only 2% with postpaid (Mehran 2009).
Currently, five Mobile Phone Service providing companies are operating in Pakistan. These companies are investing heavily in TV advertisement to promote their new offerings and packages to attract potential consumers which has lead to intense competition between these companies. Most of the prepaid packages of these companies are targeted towards youth because of their heavy mobile usage (Kamran, 2010). Telenor is the leading company among the five mobile phone service companies having 22% of the market share. Like its competitors, Telenor also offers youth oriented prepaid packages particularly Djuice...