+ All Categories
Home > Documents > Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi

Date post: 22-Oct-2014
Category:
Upload: adnan-ahmed
View: 356 times
Download: 1 times
Share this document with a friend
Description:
To view the trends and effects of billboards and other outdoor advertisements overs consumers behavior.
Popular Tags:
77
Outdoor Advertising Trends in Karachi 1 Preface Advertising has become the integral part of today’s life, and Outdoor Advertisement has a crucial role in this ground. This is because there is a wide market consisting of endless brands or products. The consumer today is influenced by advertising and this result in his purchase behavior. Hence advertising gained importance and recognition in society. Advertising is the parameter which is used by consumers to decide on a purchase of a particular product. The brand that is projected and advertised well is going to sell well in the market. But in Karachi, there was no data available in this ground; so that an advertiser can see the effect of advertisement on consumers’ buying behavior. This report will help to see the trends of “Outdoor Advertisement” in Karachi and also have a concise view of consumers’ behavior towards billboards , rather outdoor advertisements are tends to change any Prepared by: Adnan Ahmed Muhammad Umer Sabir
Transcript
Page 1: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 1

Preface

Advertising has become the integral part of today’s

life, and Outdoor Advertisement has a crucial role in

this ground. This is because there is a wide market

consisting of endless brands or products. The

consumer today is influenced by advertising and this

result in his purchase behavior. Hence advertising

gained importance and recognition in society.

Advertising is the parameter which is used by

consumers to decide on a purchase of a particular

product. The brand that is projected and advertised

well is going to sell well in the market.

But in Karachi, there was no data available in this

ground; so that an advertiser can see the effect of

advertisement on consumers’ buying behavior. This

report will help to see the trends of “Outdoor

Advertisement” in Karachi and also have a concise

view of consumers’ behavior towards billboards ,

rather outdoor advertisements are tends to change

any consumers’ buying decision or not? What types of

advertisement have deep impact on the psychology of

male and female separately? Last but not the least,

what consumers’ wants advertisers to bring in?

Adnan Ahmed

Muhammad Umer Sabir

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 2: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 2

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 3: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 3

Acknowledgment

We would like to express our heartfelt

gratitude to all who have lent their

hand in making this project a success.

Initially we would like to extent our

warm thanks to prove Mr. Salman

Raja for guiding us and giving his

valuable support and helping us with

every minute aspect on this project. Sir

really made this project a great learning experience.

We are also thanks full to our institute "Preston Institute

of Management Sciences and Technology" for providing

us an opportunity to work on this project and gain

valuable experience and hindsight on conducting a

research project.

Lastly, we would like to extend a very warm thanks to

all the respondents who give us their valuable inputs to

make this project a success. It would not have been

possible without them.

Adnan Ahmed

Muhammad Umer Sabir

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 4: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 4

TABLE OF CONTENTS

Preface.............................................................1

Acknowledgment ..............................................2

1. Executive Summary...................................4

2. History of Hoardings..................................6

3. Types of Hoardings .................................10

4. Customary Dimensions ............................15

5. Psychological Impact ...............................18

6. Objectives & Methodology........................21

6.1 Research Methodology ..........................23

7. Demography of Area................................24

7.1 Traffic Density.........................................27

8. Current Scenarios....................................28

8.1 Occupied to Vacant Ratio.......................30

8.2 Heavy & Non-Publicized Areas...............31

9. Advertising Agencies...............................33

9.1 Problems.................................................34

10. Consumers’ Perception............................37

11. Opinion....................................................45

12. Conclusion...............................................48

13. Recommendation ...................................50

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 5: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 5

Executive Summary

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 6: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 6

Big organizations in Pakistan had a narrow spectrum of advertising choices for quite a few years and sensational latest media generally accessible all over the globe were virtually unheard of.

This report is commissioned to examine the “Outdoor Advertising Trends in Karachi” for purpose to see the importance, impact and consumer perception in current scenarios. The target population of research was of Shahra-e-Faisal and qualitative, descriptive type research was done on a non probability random sample with the size of 100 and questionnaire was distributed. Target population was at least middle pass, non blind and travelers in the same time. The survey reveals that outdoor advertising have profound effects on the consumers’ buying behavior. The Safety, Size, Powerful visuals, Clever Creative are demanding features. And for the better visibility in night Reflective medium or solar billboards are used and clutter or hindrance should avoid. Road junctions are currently most impactful place for advertising. There is also seeing declining trend in billboard industry due to the possible reason of current recession.

Spending a lot of time evaluating their effectiveness as a single component of the strategy may be time spent in futility. However, that does not lessen their impact on the subconscious and the creation of positive imagery for the masses. The results document the facts that billboards are important promotional tool.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 7: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 7

History of Hoardings

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 8: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 8

In the times of 1948,

billboards were not in

existence but posters

and other small and

large size hand

painted adverts were

mostly used for the

purpose of Film advertisements, they were hand

painted because of no other mean of printing. They

were very cheap and were very much successful. In

those times horses, cars and bicycle were being used

in this process. This trend was in fashion for a long

time and people were kept aware of new upcoming

events in cinema industry. In 1948 film “Teri Yaad”

was released, big and small size posters had helped in

publicity. Besides cinema industry, advertisements

were also been used for households and many other

purposes like “Orient Airways”, “DAWN”, “B.P.” and

other eatables. Although those ads were not so

colorful but the details are attractive even. For

example look the ad to above right; this BP factory

also exists today. Karachi phone number given in the

advertisement comprises of 4 digits only. Compare

this to 8 digit land line and 11 digit mobile numbers of

today. Many of the companies and businesses

mentioned in these advertisements still exist. These

ads appeared in the Pakistan Year Book of 1949

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 9: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 9

printed by Kitabistan, Karachi. Note that in the ad to

the left, an old timer is seen drinking cooking oil with

spoon – apparently it was very good for health.

According to the ad, Co-Co Gold oil also rekindles

one’s feelings in addition to the obvious health

benefits. Like the same there were some ads from

1950 are also placed. Big organizations in Pakistan

had a narrow spectrum of advertising choices for quite

a few years and sensational latest media generally

accessible all over the globe were virtually unheard of.

However, all that became history in the late nineties

as the market for breath taking kinds of ads rose as a

bigger number of organizations competed for a

portion of the budding market. One such form was

digital printing that could be employed for a variety of

indoor and outdoor purposes. Large billboard ads and

store signage in Pakistan were principally manually

painted and were confronted with a few problems

such as fading of colors and unsatisfactory

composition, with most hoardings and shop frames

being manufactured with low gauge metal sheets or

plastic. A number of suppliers gave superior quality

displays with impressively painted pictures, but the

period it utilized to supply these signs were huge

because of the labor-intensive process.

Another customary

type of outdoor

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 10: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 10

advertising was neon with several visual effects, like

lighting different portions, shown on signs. The neon

sector was flourishing prior to the beginning of digital

print media in Pakistan in spite of important basic

issues. Neon displays were most efficient in the dark

and presented little in terms of thrill throughout the day

and were considerably high on repair expenses with

neon tubes needing replacement considerably

commonly.

The third generally well-established kind of advertising

in Pakistan comprised offset printed posters, which

were generally consumed indoors or applied in

considerable quantities on communal walls. Offset

posters were however inadequate in dimensions and

were subject to hardships such as color fading and

tearing too easily. Even the finest quality displays did

not retain their brightness for more than a tiny number

of days.

Screen-printing for small displays was also accepted in

Pakistan. While semi-manual machinery were utilized

everywhere on the globe, Pakistan’s sector was still

predominantly a labor-intensive process. Screen-

printing was convenient and easily attainable in the

major cities. However, the quality was gravely poor and

similar to the other widespread media faced difficulties

like color fading and regular theft.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 11: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 11

The primary digitally

printed large

billboards or skins, as

regularly alluded to

in the business, were

acquired from

international firms in

countries like

Australia. The effect generated by these excellent

quality displays was the beginning of a quick and much

required transformation in the advertising sector in

Pakistan. Organizations immediately started to arrange

orders for printed signs and the face of outdoor media

in Pakistan totally changed from then on. Within a small

number of years Pakistan had a small number of its own

limited print shops and with low-cost technologies quite

easily available from China, the printing sector turned

into a respected and lucrative industry.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 12: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 12

Types of Hoarding

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 13: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 13

In the targeted area of research, we found the

following types of outdoor advertisements:

Billboard

Bridge Panel

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 14: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 14

Building Wrap

Cut Out

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 15: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 15

Bus Stop

Electrical

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 16: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 16

Inflatable

These outdoor advertising have many types of products

and services being displayed, mostly possessing

FMCGs, cellular companies, political parties, banks,

mobile phones. Some of them were regarding

educational institutions, social services, electric

generators and so on. Drama industry is also

advertising on many bridge panels. But only one LED at

the Hotel Metropole is the most attractive type of

advertisement can be seen clearly from the signal of

Mehran Hotel. There is much clutter that limits the

visibility of consumer and many areas are very much

advertised or non-advertised are mentioned on

upcoming pages.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 17: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 17

Customary Dimensions

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 18: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 18

Outdoor Advertising is mainly comprised of three

mediums: Transport Displays, Street Furniture and

Billboards. Among the three methods, billboards have

proven to be superior in attracting attention and

promoting consumer action. Billboards often succeed

over other forms of media such as internet, TV and

radio by projecting the advertiser’s message to a wide

spectrum of lifestyle oriented consumers in a highly

cost-effective manner. Over the past decade, the shape

and form of the outdoor medium has changed.

Previously 'Outdoor' advertising was associated with

Billboards, but now encompasses a wide range of 'out-

of-home' formats to reach consumers where they live,

work, play drive, shop and commute. Outdoor Products

come in number of poster sizes, formats and other

configurations that suit many different outdoor

advertising opportunities. Out-of-Home Media does not

have a flat, fixed price list or the dimensions. There are

many factors that affect billboard and other outdoor

media prices. These factors include market population,

location, traffic and demand.

Billboards:

The mostly in use sizes in billboards are under.

10 Ft. x 20 Ft. 10 Ft. x 23 Ft. 10 Ft. x 39 Ft. 10 Ft. x 40 Ft. 10 Ft. x 50 Ft. 12 Ft. x 40 Ft.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 19: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 19

15 Ft. x 45 Ft. 60 Ft. x 20 Ft.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 20: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 20

Bridge Panel:

The dimensions of bridge panels may vary due to the

width of the road.

4 Ft. x 80 Ft. 8 Ft. x 90 Ft. 10 Ft. x 110 Ft. 12 Ft. x 110 Ft.

Building Wraps:

The building wrap also varies in dimensions due to the

space available.

10 Ft. x 80 Ft. 12 Ft. x 60 Ft. 12 Ft. x 100 Ft. 18 Ft. x 120 Ft. 18 Ft. x 135 Ft.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 21: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 21

Psychological Impact

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 22: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 22

Billboards immediately attract attention and usually

leave a lasting impression if they are visually pleasing.

But they don't necessarily increase business growth for

a company as much as they increase name recognition

and image as part of an overall strategy.

Effective billboards must have

a clear, concise message and

attractive illustrations and

visual appearance. They need

to be as clutter-free as possible

and easy to read. They only

receive about 2-4 seconds of a

driver's attention so the

message needs to be easily digested.

Assessing the value and effectiveness of outdoor

billboard advertising is challenging. There are many

methods of advertising which produce results that are

easier to evaluate such as newspaper ads and direct

mail campaigns. The difference with billboard

advertising is that it is exposed to the masses but there

is no real way to evaluate who really absorbs the

message. Methodologies have been applied to

evaluating effectiveness, but they are weak in

demonstrating validity.

Billboards are not typically utilized by small companies

to promote a particular product or service. Viewers

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 23: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 23

don't have time to jot down a phone number or other

information. That's why billboards are more often used

by large companies promoting their brand and image.

Major corporations such as insurance, beer, or soft drink

companies have money to put into billboards to

promote brand awareness. A picture is truly worth a

thousand words on billboard advertising for this

purpose.

Rather than focus on the effectiveness of billboards as a

single component of a company's marketing and

promotional campaign, it is more important to see it as

part of the entire campaign. The benefits of billboard

advertising include:

Instilling brand recognition Emphasizing a specific

image Keeping brand name in front of the masses

Filtering to the subconscious for future recall when

purchasing products Supporting revenue growth when

combined with other advertising strategies Giving a

"feel good" feeling about a product or service

Marketing campaigns deploy a variety of advertising

tools focused on engaging new customers. They

bombard the senses with information about the specific

product and billboards are one tool in the toolkit. When

billboard advertising is combined with proven strategies

for revenue growth, they can enhance a company's

market position and overall image thus contributing to

the success of the marketing campaign.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 24: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 24

Spending a lot of time evaluating their effectiveness as

a single component of the strategy may be time spent

in futility. However, that does not lessen their impact on

the subconscious and the creation of positive imagery

for the masses.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 25: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 25

Objectives & Methodology

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 26: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 26

The purpose of this survey was to find out the following

fields of the outdoor advertisements in the Karachi city.

Importance: Rather they have any significance or

they are just waste of money and space.

Impacts: What impact do they create on the

perception and buying decision of consumer’s?

Consumer perception: What is the current

consumers’ perception, regarding billboards?

Current scenarios: What is the current ratio of

empty to occupy? And What is more being

advertised?

Beside these some other findings were also under

consideration,

Most visible areas: What areas have more

billboards? and what areas have no billboards?

Contribution to accidents: Do these billboards

contribute in accidents or not?

Consumers’ opinion: What is the opinion of

consumers’ to enhance the field of advertisement?

For these findings, Shahra-e-Faisal was taken as the

sample because it has the highest flow of traffic. There

are 749277 vehicles are traveling through this road in 24

hour duration. It’s very difficult to conduct the research

in other areas of concern, but as compare to others, this

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 27: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 27

road has variety of people mostly are associated with

business activities and is a perfect sample. The

demography of the area is been discussed already.

Shahra-e-Faisal is the longest signal free corridor

among others, and is mostly visited daily by the people

of all the levels. Despite that fact of significance, many

type of advertisements are frequently appeared in this

area but others vicinities are very much vacant also.

Research Methodology:

A non probability random sample was taken, with the

sample size of 100 and questionnaire was distributed.

Target population was at least middle pass, non blind

and travelers in the same time. As, all the areas of

Karachi are not been surveyed, hence results may vary.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 28: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 28

Demography of Area

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 29: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 29

Shara-e-Faisal is

one of the major

boulevards in

Karachi, Sindh,

Pakistan. It is

named after King

Faisal (Shah

Faisal) of Saudi

Arabia. The former name of Shara-e-Faisal was Drigh

Road.

Shara-e-Faisal is controlled by the Defense Housing

Authority (DHA). Most of National and Multinational

Companies offices, Schools, Shopping plazas, Banks and

Institutes, Restaurants are close with Shara-e-faisal, and

so it is the 1st most important road. Shara-e-Faisal one

of the largest Business districts in Karachi. Due to the

Jinnah international airport, faisal road is being visited

by many foreigners and local people of all age group

every day. Sensitive places like services’ recruitment

centers and museums are also there, beyond this

operating of these services is also being done mostly

from this area, Army house is the most secrete place

allocated on the road.

Landmarks

Quaid-e-Azam International Airport

Jinnah Terminal (Hajj Terminal)

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 30: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 30

Drigh Road Railway Station

Pakistan Air Force Museum

Ayesha Bawani Academy

Karachi Grammar School

Faisal Bank Head Office

Faisal Cantonment

Shah Faisal Town

Metropole Hotel

Awami Markaz

Gora Kabristan

FTC Building

Regent Plaza

LAL Kothi

Lal Quila

Link Roads

Main National Highway

Rashid Minhas Road

Shahra e Quaideen

Shaheed e Milat road

Dr. Dawood Pota Road

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 31: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 31

Rafeeq Shaheed Road

Abbasi Shahed Road

Tipu Sultan Road

Habib Ibrahim R.A Road

Air Port Road

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 32: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 32

Traffic Density

Time of DayPrivate

CarsTaxies

Auto

Rick-

shaw

Motor

Cycle &

Scooter

Public Transport

TotalContract

Carriage

/School

Buses

UTS/

KPTS

Buses

Large

Buses

Inter-

city

Buses

Mini

Buses/

Coaches

7:00-8:00 13302 572 304 2880 14853 2890 286 778 8973 44802

8:00-9:00 19091 739 673 6561 12411 3848 0 50 11304 54677

9:00-10:00 16000 1166 899 8388 6396 2805 0 0 12727 48380

10:00-11:00 14222 1047 939 7134 5187 3110 0 80 10340 42059

11:00-12:00 16390 1253 1095 7082 7167 2926 0 0 8527 44440

12:00-13:00 19389 1434 1358 6554 9888 2614 60 0 9218 50514

13:00-14:00 19457 1371 1300 5828 9240 2718 0 165 7519 47598

14:00-15:00 15406 1153 1184 5703 10269 1852 180 734 7773 44254

15:00-16:00 17985 1286 1040 6789 3360 1347 152 543 6543 39046

16:00-17:00 17807 1347 1186 7314 3456 2451 780 283 8149 42772

17:00-18:00 21094 1449 1227 6786 3204 1583 1172 0 9792 46308

18:00-19:00 21990 1150 1070 8283 2142 1981 609 223 9154 46602

19:00-20:00 24042 1171 1049 6884 1752 1518 526 653 8489 46084

20:00-21:00 23161 978 945 6458 1197 1446 360 0 6153 40697

21:00-22:00 19760 988 688 6027 1746 1424 83 0 5942 36658

22:00-23:00 12374 751 365 3756 1515 394 23 300 3666 23143

23:00-00:00 8883 726 356 2390 1161 136 0 151 2243 16046

00:00-1:00 5862 500 213 1577 212 0 23 0 878 9264

1:00-2:00 3258 511 126 828 276 0 0 21 267 5288

2:00-3:00 1606 237 94 333 92 0 23 0 0 2384

3:00-4:00 967 179 37 167 258 68 0 0 31 1707

4:00-5:00 1003 185 21 144 161 0 0 0 62 1576

5:00-6:00 947 258 54 282 608 0 318 0 785 3252

6:00-7:00 1932 335 96 981 2988 694 626 343 3731 11727

Total 315927 20784 16318 109125 99539 35808 5221 4324 142231 749277

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 33: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 33

Current Scenarios

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 34: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 34

At the sharah-e-faisal following types of outdoor

advertisements were found, and are given in details.

Metropole To Airport

(as per 18/10/2011)

FMCG Cellular Political Banks Others Vacant Total

Billboard 18 19 2 1 42 35 117

Bridge Panel 7 1 1 0 4 4 17

Building Wrap 2 1 0 1 0 2 6

Cut Out 7 0 0 0 8 0 15

Bus Stop 4 3 0 0 3 2 12

Electrical 1 0 0 0 1 0 2

Inflatable 0 0 0 0 0 1 1

Total 39 24 3 2 58 44 170

Airport To Mertopole

(as per 18/10/2011)

FMCG Cellular Political Banks Others Vacant Total

Billboard 10 25 7 2 39 27 110

Bridge Panel 5 1 1 0 4 6 17

Building Wrap 2 0 0 0 4 6 12

Cut Out 9 0 0 0 7 0 16

Bus Stop 4 5 0 0 1 4 14

Electrical 0 0 0 0 1 0 1

Inflatable 0 0 0 0 0 0 0

Total 30 31 8 2 56 43 170

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 35: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 35

Occupied to Vacant Ratio

The survey reveals that at least 26% of hoardings

remain vacant throughout the month and 74% are

occupied with several advertisements.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 36: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 36

Heavy & Non-Publicized Areas

Heavy Publicized:

Road junctions of

Karachi are full of

flashing billboards

and are heavily

advertised.

Throughout the

way from Metropole to Airport, all the flyovers are full of

different type of billboards. Heavy advertised

intersections are as under,

Metropole signal

Mehran hotel

Regent plaza

FTC flyover

Quaideen Flyover

Baloch colony

Star gate

Malir Halt

Some sections of the road are

also much advertised are as

under also

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 37: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 37

Metropole to Nursery

Baloch colony to metropole

Non-Publicized areas:

Some particular portions on this road are in possession

of Air force so due to some circumstances air force not

let the billboards to be there. Trough out the Karsaz to

the Drigh Road the area is just having few billboards. At

second place, area under Civil Aviation is almost vacant

except star gate and the inside front portion of Air port.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 38: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 38

Advertising Agencies

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 39: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 39

An advertising agency or ad agency is a service

business dedicated to creating, planning and handling

advertising (and sometimes other forms of promotion)

for its clients. An ad agency is independent from the

client and provides an outside point of view to the effort

of selling the client's products or services. An agency

can also handle overall marketing and branding

strategies and sales promotions for its clients.

Typical ad agency clients include businesses and

corporations, non-profit organizations and government

agencies. Agencies may be hired to produce television

commercials and radio commercials as part of an

advertising campaign.

Problems:

Although the advertising business is on its glance, even

electronic media is exposing ads for their dramas,

morning shows, talk shows and even news channels,

but this outdoor media industry is facing some severe

problems. From the government till the local addicts,

agencies have to fight for the minimum loss. During

the survey some issues regarding this were also came

in contact

Power Failure:

Due to the disconnection of

lights to the billboards, visibility

has come down and agencies

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 40: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 40

have to put lights on their own generators or now the

solar setups are also being used. These are quite

expensive alternate to be chosen.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 41: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 41

Reflective medium:

The other way, to make

billboards visible, a

reflective medium is being

used but the printing is not

very easily available, hence expensive.

Theft:

The lights, equipments and

panaflex are theft by drug

addicted. Sometime these

types of activities are also

done by “cheap”

competitors for their own

sake.

Over Pasting:

In many area of

Karachi billboards are

found over pasted

with political banners

having different type

of appeal, information about upcoming political events

like mobs and sometimes regarding the invitation to the

welcome of someone.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 42: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 42

Crashing down:

In 2007’s cyclone more than

400 people were died,

mostly due to falling

billboard, the winds uprooted

importantly hundred of steel

billboard hoardings came crashing down on to the

streets. Sometimes administration asked to remove

billboards, this is really an issue.

Tear off: Panaflex are torn

off by people or sometimes

strong winds also contribute

to this issue also. Even this is

not very frequently happen

but it is a type of loss.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 43: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 43

Consumers’ Perception

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 44: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 44

Measuring the true impact of billboard advertising is a

complicated affair. Since there is no way to be sure who

has seen let alone took notice of the advert it is difficult.

If the location is right that will surely get positive

impact. Prime locations would be such as roadside

where drive time/rush hour traffic congregates, here

captive audience trapped by their car and slow moving

traffic. In the survey, locations like restaurants, traffic

signals, bus stops and other places were under

consideration and people were requested to fill up the

forms comprising following questions and the highest

attaining results are explained.

Do you notice advertisement those come in your

way?

Figure 1.1

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 45: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 45

As shown in figure 1.1, the most women with 45%

notice billboards sometimes and men has 28% ratio in

this option. The 43% of men and 41% of women notice

billboards many times. Below than 5% of men and

women said that they never noticed billboards.

What kinds of ads have impressed you the most?

In terms of Presentation

Figure 1.2

Figure 1.2 states that, 35% of men are impressed in

terms of presentation by “women as model” but 36% of

female want to see “T.V celebrity” as model. The ratio

of Sports celebrity is also 32% and 23% of male and

female respectively. 10% of people have different

opinions; they want to see people engaged in social

services and others.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 46: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 46

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 47: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 47

In terms of product category

Figure 1.3

Figure 1.3, explains in terms of product category,

women leads “food” option with 27% and men with

25%. Women have more ratios in “mobile handsets”

than male with 28% and 11%. Billboards with message

of “Mobile Network Services” women again have high

value of 28% and men have 22%.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 48: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 48

Do these billboards effect your buying decision?

Figure 1.4

Figure 1.4, illustrate that, buying decision of men are

never changed but females buying decision can be

changed by advertisements. “Rarely” is also an option

mostly selected by men and women with 28% and 36%

respectively.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 49: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 49

Do you notice the changes in billboards?

Figure 1.5

Figure 1.5, shows that men notice the changes in

billboards “many times” with 49%, and women “rarely”

notice the changes 36%. “”Sometimes” was answered

by male and female 36% and 32% respectively.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 50: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 50

Do billboards contribute to road accidents?

Figure 1.6

Safety is the issue of all times in Karachi, figure 1.6

shows the consumers perception about contribution to

accidents. 39% of male has answered “yes” and women

have agreed “9%” only. But 8% men and 41% women

believe that there is no relation between billboards and

accidents. And 5o% females and 46% males are “Not

Sure” about this issue.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 51: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 51

How often do you visit this/these road/s?

Figure 1.7

In above figure 1.7, 53% of men and 50% of women

visit these roads “2 times a day” and no women visit

these roads “more than 4 times” but men have 10%

ratio in this option.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 52: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 52

Opinions

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 53: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 53

People were asked to give their opinions, in order to

flourish the field of outdoor advertisements. It was done

to find out the consumers’ will, and an advertiser can

get better image in order to prosper his campaign. Most

of them have comments like “no idea” and some of

them said “going well”. Bit out of most were not in favor

of billboards, as they said, billboards must be on the

traffic, because they are adding to the road accidents.

Some have suggested as per their point of view,

Billboards must be

Creative: They must have unique idea.

Safe: In sense of, not critical to high wind or

bowing down in heavy rains.

Attractive: They must be well placed and

creative.

Colorful: They must be colorful or if they are

black and white they must be sensible.

Have lights: They must have lights, so that they

can be visible in night.

Big in size: Big billboards attract the consumers

the most. 30 x 90 is the biggest size in billboards.

Religious aspects: They must be ethical and not

against the Religious views, or must or be vulgar.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 54: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 54

People related to marketing had exposed more

appropriately along with above opinions they also

exposed better ideas in terms of

Rating: They must be rated, so that

creativity must come out in competition.

Price: They have reasonable prices, so that

can be engaged more and more.

Viewership: The viewership must be

conducted, so that advertisers can easily

distinguish the appropriate size and other

fields as per their product need.

Bit out of most were not in favor of billboards, as they

said, billboards must be on the traffic, because they are

adding to the road accidents. These types of statements

are not supported by any evidence from “Road Traffic

Injury Research & Prevention Centre”.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 55: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 55

Conclusion

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 56: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 56

This study focuses on “Outdoor Advertising Trends in

Karachi” that comprises the impact on the psychology

of consumer. After having a view point of consumers’

we are up to the conclusion that, the creative and big

size, colorful ads are more attractive for the consumers’

especially LED and cutouts have deep contact. Eatable

products’ advertisement draws attention of people

more than any other product. Male and female likes are

different and want to see “Women as model” and “T.V.

celebrity” respectively. Outdoor advertisements are

very much able to change the buying decision of

women but in men this phenomenon is not successful,

but men observe the changes in billboards more

repeatedly as judge against to women. Although

outdoor advertisement gives a colorful impression to

the environment and also do not contribute to the road

accidents ratio but they are sometimes unsafe,

especially in the rainy season.

We had taken Shahra-e-Faisal as sample because of

rich demographical aspect; shortage of time and this

road represent the entire city of Karachi. This report is

representing the perception of Consumer’s travelling

through this road, but in future researches can be

expanded to other areas particularly I.I Chundrigar

road, M.A. Jinnah road, University road and so on. The

research can be extended to nonusers or former users

of billboards would provide a useful comparison to the

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 57: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 57

perspectives of current billboard users and give

additional insights on the strengths and weaknesses of

this form of outdoor advertising. Most important,

research could examine whether businesses are correct

in their views of billboard characteristics that lead to

success. Laboratory experiments may be used to test

how attitudes and intentions are influenced by billboard

characteristics.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 58: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 58

Recommendation

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 59: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 59

The survey has concluded a few commendations that

are as under:

1. Understand Your Audience - The Outdoor Advertising survey reveals that a poster has about six seconds to deliver its message. Make sure the design is simple, yet bold and is readable from a distance. To test the legibility, look at the rough design from a distance equal to 17 times the width of the artwork. Check it under several different types of lighting conditions and angles, since it will be viewed by passing motorists in all kinds of weather and at different times of the day.

2. Keep copy concise - The less said, the better. A few well-chosen words are all it takes to get that concept noticed - and remembered. A jumble of sentences is all it takes to be passed without a glance - and quickly forgotten.

3. Avoid ornate typefaces. An elaborate or decorative type treatment can make your message - no matter how concise - difficult to read in the few seconds your design will be seen.

4. Avoid typefaces with extreme contrasts. Those typefaces with a mixture of thick and thin lines are difficult to read by passers-by. Heavy, fat typefaces can turn into a blur from a distance, and an ultra-thin, condensed style may simply fade away to nothing. A simple serif typeface has proven to be the easiest to read.

5. Use upper and lower case, if possible. It's been proven that messages presented in all capital letters are difficult to read.

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 60: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 60

6. Choose color wisely. Studies have shown that the easiest-to-read messages are comprised of black type against a yellow background. While this, naturally, does not adapt to every design, keep in mind that high contrast.

7. Rules are meant to be broken. Keep in mind, however, that more is not better. Forget the fine print and the paragraphs of clever copy. When designing a billboard, keep three words in mind: “Immediate Visual Impact”. This applies to the overall design, the art, and of course, the copy.

REMARKS

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 61: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 61

REMARKS:……………………………………………………………..

………………………………

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

Prepared by: Adnan Ahmed Muhammad Umer Sabir

Page 62: Outdoor Advertising Trends in Karachi

Outdoor Advertising Trends in Karachi 62

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

………………………………………………………………..

………………………………………………..

Prepared by: Adnan Ahmed Muhammad Umer Sabir


Recommended