ASSIGNMENT#1

Selection of Topic

AREA OF SPECIALIZATION

My area of specialization is:

Management

SELECTED TOPIC

After the deep research of 10-15 recent research papers, I understood the nature of desire
research study and about my area of interest, and then I think the topic related with my field, and
finally I have selected the topic for my research thesis, which is:

Impact of Newspaper Advertisement on Customer Behavior in Telecom Sector of Pakistan

BRIEF INTRODUCTION

In this period and era of advancement in technology and globalization, good advertising
strategies are very helpful to determine the purchasing behavior in Telecom Sector of Pakistan. It
is a concerning coincident that Pakistan Telecom Sector and Newspaper Advertisement sector in
Pakistan move toward into being around in 2000; it was boost period of telecom sector in
Pakistan. One of the interesting things is that telecom sector and newspaper advertisement have
become accomplished and believed that most active and large in amount revenue generating
sectors of Pakistan. At present the implication of telecom sector for the newspaper advertisement
is huge, because agreeing to a various research studies produced by synchronize print Media, as
there are most best, powerful, leading and authentic newspapers are working in Pakistan namely;
Express, Jang, Times, Dawn, and The Nation and much more.

There is to be sure that the entire world today is determined through information. This
information can be in various forms, like news, interviews, opinions, advertising, spoken form or
in written form, all these information are strongly linked directly or indirectly with our lives.
Media decide direction of our lives, and we become the part of media ourselves. As advertising
campaign components are social media, mobile, internet, television, magazines, and newspapers.
There are six different kinds of print media for any brand i.e. newspapers advertisements,
magazines advertisements, direct mail, magazines of customer, door drop, and valuable
catalogues. But all from these print channels is very fundamental medium to help any brand.

Moreover, the statistics appearances that the Pakistan Telecom Sector spent around Rs. 98
million on OOH (Out Of Home) advertisements, which consists of flyers, billboards, and some
other important brand activations, it is just in the month of February in 2015 (Zahid, Javaid, &
Zahid, 2015). Telecom sector had progress in the blooming fashion sector of Pakistan; it spent
the huge amount of around Rs. 158 Million in just advertisements. The telecom sector of
Pakistan has get the backbone for electronic and print media, and also get hold on advertising
agencies, plus every mobile subscribe from its origin, because it is one of the best and most
irremissibly unique and modern day tool for best communication. In addition, telecom sector of
Pakistan is giving useful and necessary matchless telecom services prices in nationwide. If we
make a comparison between Pakistan Telecom Sector of Pakistan with rest of the global nations,
our telecom sector is very reasonable for all kind of customers. As every mobile phone exploiters
in Pakistan is delighting the superlative low-priced telecom services; beside bearing lots of value
added techniques and proficiencies like 3G, and 4G best valuable data services now.

They (Arshad & al, 2014) explain that the advertising has a first and critical lively impact on
buying attitude and behavior of any consumers or customers. They explore that with the
development of electronic industry like mobile phone sector in Pakistan, the demand for more
effective advertisement has aroused. Mostly, these advertisements dont have huge impact on
buying behavior of valuable consumers due to ineffectuality. They explains more that the vital
aim of this research study is to analyze how much excites and emotional reactions are gave after
watching good and effective advertisements that sway consumer to buying behavior. These
environmental reactions i.e. sensory stimulated actions and information rates acted in various
advertisements has also determine and even can alter the purchasing attitude and buying
behavior of valuable consumers. For checking the validity of this research study they used Non-
Probability Sampling of N=300 via pre-examined questionnaire survey from various seven
famous cities of Pakistan country. After collection of data they analyzed this data by using
correlations, descriptive statistics, t-statistics, reliability exams, and regressions. In this study
statistics like gender, different age and qualifications were also admitted. The main finding of
this research study disclosed that elements of emotional and various environmental responses
have very strong and positive impact on the purchasing and buying behavior of valuable
customer in Pakistan, plus the main significances and restrictions of this research study also
admitted.

Notwithstanding, nobody can refuse the importance of telecom sector for every valuable end
users also for electronic media of Pakistan; as this industry solely spends lots of amount in
millions of rupees just in various unique advertisements every year to compete with the rival of
this sector (Asad, Hayat, & Mehmood, 2013). If telecom sector of Pakistan ends advertising their
Newspapers Advertisements on the printing media industry of Pakistan conceive of how
indenting for this active and powerful looking sector. However, its goodish sign for Pakistan
country that Telecom Sector and Print Media both these sectors are fleetly bringing in coherence,
this is the advantage of both sectors at the same time. Therefore, empathizing the track via
effective advertising determine consumers choice is essential for practicing and researchers.
Various companies applied various kinds of symbols for the advancement of the different
products and services to pull valuable consumers. Everybody is enhancing up in the each society
planted in large mass media, i.e. television, radio videos, internet, bill boards, newspapers,
magazine, and some other effective mediums. Vendors believe advertisements are the best
techniques to convey valuable consumers and win over them for their product promotion, service
promotion on any other unique idea.

Overall, the Newspaper Advertisement is authorizing via altering times. A quick development
and growth of every social electronic media is involving it in many different directions. But
reverse to a usual idea, this development and growth has not decreasing the value and essence of
Newspaper Advertisement, which has been developing since the innovation of first printing
press. The main essential difference among Newspaper Advertisement and other media is that the
leadership. There is no doubt, just and only just print media has a unique leadership. Therefore,
after deep research, then reading the main benefits, do the comparison between print media with
other media in telecom sector of Pakistan, then look on my research interest, and then finally I
have selected the topic for my research dissertation is: Impact of Newspaper Advertisement on
Customer Behavior in Telecom Sector of Pakistan.
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