Nadeem MBRRRRRRRRRRRRRR Report

LETTER OF TRANSMITTAL
Mr. Shehzad Amin

Institute of Business Management
Korangi Creek
Karachi
August 23rd 2008
Dear Mr. Shehzad Amin:
It was a great pleasure that you gave us an opportunity to work on

Term Report, to apply all that we learned from you in course of
Methods in Business Research. In the proceeding of this report, we
had a great opportunity to learn about implementing practically
about all that we learnt .We believe that this knowledge will be
helpful in future in our career.
However, we had a shortage of time, and two more courses to go

along side by side still we have tried our best to cover all the major
aspects.
In case of any query, feel free to contact us through
Mehreen Khan (mehreen73@hotmail.com)

Nadeem Arain (nad_arain@hotmail.com)
Shahrukh Hassam (peecho00@hotmail.com)
Bint-e-Batool (Batool_maham@hotmail.com)
Sumbreena Amir Ali (i_m_suettian@hotmail.com)
Shagufta (usmanicooldood@hatmail.com)
Yours sincerely,
Group Members
1. INTRODUCTION
1.1 LITERATURE REVIEW:
Advertising is a form of communication that typically attempts to

persuade potential customers to purchase or to consume more of a
particular brand of product or service. Many advertisements are
designed to generate increased consumption of those products and
services through the creation and reinforcement of "brand image"
and "brand loyalty". For these purposes, advertisements sometimes
embed their persuasive message with factual information. Every
1
major medium is used to deliver these messages, including
television, radio, cinema, magazines, newspapers, video games, the
Internet and billboards. Advertisements are often placed anywhere
an audience can easily or frequently access visual, audio and
printed information.1
1.1.1 TYPES OF ADVERTISEMENTS:
MEDIA:
Commercial advertising media can include wall paintings, billboards,

street furniture components, printed flyers and rack cards, radio,
cinema and television ads, web banners, mobile telephone screens,
shopping carts, web popups, skywriting, bus stop benches, human
directional, magazines, newspapers, town criers, sides of buses or
airplanes ("logo jets") etc.
COVERT ADVERTISING:
Covert advertising is when a product or brand is embedded in

entertainment and media. For example, in a film, the main character
can use an item or other of a definite brand.
TELEVISION COMMERCIALS:
The TV commercial is generally considered the most effective mass-

market advertising format, as is reflected by the high prices TV
networks charge for commercial airtime during popular TV events.
The majorities of television commercials feature a song or jingle that
listeners soon relate to the product.
Virtual advertisements may be inserted into regular television

programming through computer graphics. It is typically inserted into
otherwise blank backdrops2 or used to replace local billboards that
are not relevant to the remote broadcast audience.3 More
controversially, virtual billboards may be inserted into the
background4 where none existing in real-life. Virtual product
placement is also possible.5 6
NEWER MEDIAS AND ADVERTISING APPROACHES:
1
http://en.wikipedia.org/wiki/Advertising
2
http://www.usatoday.com/money/advertising/2002-10-17-fake-ads_x.htm
3
http://www.theglobeandmail.com/servlet/story/LAC.20060315.RVIRTUAL15/TPStory/Business
4
http://www.canwestmediaworks.com/television/nontraditional/opportunities/virtual_advertising/
5
http://www.nytimes.com/glogin?URI=http://www.nytimes.com/2006/01/02/business/media/
6
http://www.ecommercetimes.com/story/48956.html
2
Advertising on the World Wide Web is a recent phenomenon.
Prices of Web-based advertising space are dependent on the
"relevance" of the surrounding web content and the traffic that the
website receives. E-mail advertising is another recent phenomenon.
Unsolicited bulk E-mail advertising is known as "spam". A new form
of advertising that is growing rapidly is Social network
advertising. It is Online Advertising with a focus on social
networking sites. As the mobile phone became a new mass media in
1998 when the first paid downloadable content appeared on mobile
phones in Finland termed as mobile advertising.
1.1.2 CHARACTERISTICS OF TELEVISION ADVERTISEMENTS:
Many television advertisements feature catchy jingles (songs or

melodies) or catch-phrases that generate sustained appeal, which
may remain in the minds of television viewers long after the span of
the advertising campaign. Advertising agencies often use humor as
a tool in their creative marketing campaigns. In fact, many
psychological studies tried to demonstrate the effect of humor and
indicate the way to empower advertising persuasion. Animation is
often used in advertisements. The pictures can vary from hand-
drawn traditional animation to computer animation. By using
animated characters, an advertisement may have a certain appeal
that is difficult to achieve with actors or mere product displays. For
this reason, an animated advertisement (or a series of such
advertisements) can be very long-running, several decades in many
instances. Other long-running ad campaigns catch people by
surprise, or even tricking the viewer, such as the Energizer Bunny
advertisement series. 7
1.1.3 TV ADVERTISEMENTS AROUND THE WORLD
FREQUENCY:
Television advertisements appear between shows, but also interrupt

the shows at intervals. This method of screening advertisements is
intended to capture or grab the attention of the audience, keeping
the viewers focused on the television show so that they will not
want to change the channel; instead, they will (hopefully) watch the
advertisements while waiting for the next segment of the show.
However, remote controls have now made it easier for audiences to
"tune out" advertisements simply by allowing them to turn down the
volume or even switch channels when the advertisement comes on.
7
http://en.wikipedia.org/wiki/Television_advertisement
3
POPULARITY:
TV advertisement is generally considered the most effective mass-

market advertising format, and this is reflected by the high prices
TV networks charge for commercial airtime during popular TV
events. Because a single television advertisement can be broadcast
repeatedly over the course of weeks, months, and even years.8
1.1.4 ADVERTISING ONLY WORKS VIA DRIVING INTENTIONS:
The dominant way that advertising works is by refreshing, and

occasionally building, memory structures that improve the chance
of the brand being recalled and/or noticed in buying situations and
hence bought. Memory structures such as what the brand does,
what it looks like, where it’s available, when it’s consumed, where it
is consumed, by who, with whom and so on. Associations with cues
that can bring the brand to mind.
Some advertising creates a purchase intention, gaining a reaction

like “I should buy that” or “that’s interesting, I must check that
out”. It’s commonly assumed that such advertising must be more
sales effective, but this does not follow. Memory structures, even if
they don’t result in intentions, still cause sales – decades of
research shows that most sales typically come from people who had
not formed an intention.9 One reason is that intentions are
memories too, and subject to faulty recall, so even firm intentions
are weakly motivational.
A similar point can be made about brand preference or attitude.

Some advertising, much of it being quite similar or identical in style
to intention forming advertising, generates a reaction like “that’s
good” or “that’s the brand for me”. Again, it is commonly assumed
that such advertising must be more sales effective. But again such
attitudes are usually weakly motivational, because they are often
not recalled in buying situations.
Many firms are still trapped in the intentions/preference paradigm.

They brief their agencies and evaluate their advertising in line with
this mental model. As a consequence they produce unoriginal
advertising filled with persuasive arguments (often about trivial
benefits) that are rejected or fail to engage consumers. They often
produce advertising that fails miserably to refresh or build
appropriate mental structures – because management attention is
on the selling message. They take their ‘eye off the ball’ failing to
consistently communicate the distinctive aspects of the brand.
8
http://www.acma.gov.au/WEB/STANDARD/pc=PC_91796
9
Juster, F. Thomas (1960), “Prediction and Consumer Buying Intentions,” American Economic Review, 50, 604 -
22.
4
Consequently many firms produce campaign after campaign where
each looks and feels different as if each were for a different brand.
Somewhat ironically, firms operating to this model of how

advertising works will sometimes produce what they call “image
advertising” or “awareness advertising” yet they do not expect this
to produce sales. Why on earth anyone should spend money on
advertising that isn’t expected to deliver a behavioural response is
beyond me.
Over decades leading brands have done stellar jobs at building

relevant memory structures. Coke is a great example; this was
once a brand that sold in drug stores it was something associated
with drug store visits in summer by teenagers. Today Coke is
associated with a host of memories…Coke and the beach…Coke and
nightclubs…Coke and pizza…Coke at parties…Coke…Coke red…
Coke swirl… and so on. These memories make it more likely that
Coke will come to mind, they make it easier to notice, and they
make is easier to process Coke advertising.
1.1.5 ADVERTISING IN PAKISTAN:
The big revenues are coming from healthy ad spending. Across

Pakistan, a competitive economic environment coupled with strong
consumer spending has catapulted the advertising industry to new
heights. The telecom industry, in particular, has been one of the
biggest spenders on advertising. The entry of Telenor, Warid and
Zong into the market, and their aggressive promotion of their new
services, forced the existing players to increase their ad spending.
The overall effect on the economy was huge. The banking sector
has been a very active advertiser as well, and it will continue to be
as private banking, consumer loans and investment plans maintain
their popularity.
1.1.6 ESSENTIAL ELEMENTS IN ADVERTISEMENTS:
Essential elements for a winning business in advertisement.

Author’s name is David Frey, who is the senior editor of the
Marketing Best Practices Newsletter, a free weekly newsletter
featuring small business marketing best practices.
According to the Author, following are the essential elements of a

winning business advertisement.10
Element #1 Smart Ad Placement
10
http://www.powerhomebiz.com/vol76/advertise.htm
5
Element #2 Focus on Your Objective
Element #3 Irresistible Offer
Element #4 Unique Competitive Advantage
Element #5 Sell the Benefits
Element #6 Make it Risk-Free
Element #7 Call to Action
Element #8 Urgency
Element #9 Simple to Respond
Element #10 – Graphics
Element #11 Accountability
PAKISTANI CELLULAR INDUSTRY
Mobilink Pakistan Premier Cellular Company Claims be to have 10

Million Subscribers nation wide what you call such a company
pioneers giants whatever but the fact is that Mobilink is the largest
Cellular Company in Pakistan.
Mobilink being the pioneers of introducing cellular networks in

Pakistan established themselves as the major cellular company of
Pakistan. Covering almost every city of Pakistan.
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Mobilink is giant is this the reason that they are still expensive as
compare to other companies like Ufone and Warid Tel. As people
relay on Mobilink services that is why Mobilink still charging high
rates people specially business class hesitate to switch to other
cellular company.
Company is large and has the largest subscriber base in Pakistan.

Mobilink recently started GPRS services with RS. 500/month of
unlimited usage this is the treat for GRPS users those who want to
take their office with them Mobilink give them ease with reason able
charges. Mobilink also started 3 friend and family number with a
charge of 2.25/min still expensive as compared to Warid but giving
incentive to subscriber there is an additional cost of RS 25 to add
friends and family number which is not fair.
Mobilink has the good infrastructure and network is established well.

Mobilink Website is designed to perfection and give an impression
that professional are sitting behind to manage it. Every thing is clear
and described on the website navigation is clean and no one seems
to be lost on the web.
Mobilink is major cellular company and will stand in first place many
years to come. With professional approach and highly skilled staff
behind Mobilink is the premier choice for subscribers nationwide.
The only problem we see with Mobilink is the call rates, which in our
point of view are somewhat high. As the competition is growing, we
hope the rates will be cut down to attract more subscribers.
Ufone subsidiary of PTCL was established to provide cellular services

across Pakistan. Ufone is currently providing quality services across
Pakistan. Ufone currently lowered their calling rates across other
networks as low as Rs.1 /min, which are currently the cheapest
prepaid rates available in the market. Ufone with the backend
support of PTCL always provides quality services to its subscribers.
Ufone GRPS services are the best available in the market Ufone has
a good customer support they are always cooperative and listen to
your queries and solve them as early as possible.
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Internet Bill payment is the special feature offered by Ufone for the
first time in Pakistan they are always ahead from others in providing
quality services. Web2SMS chat Mobile banking Pay via SMS is the
best features offered by Ufone. With premium services of Ufone like
picture messages, ring tones, operator logos, and colored
wallpapers and animated greetings, value added to Ufone services.
Ufone claims to have 3 million subscribers and still growing. Ufone is

one of the best cellular companies in Pakistan with reliable network
and coverage to over 100 key cities and prominent highways.
Abu Dhabi Group led by Sheikh Nahayan Mabarak Al Nahayan

operates Warid. Warid started it services in Pakistan May 2005.
Since than Warid Telecom successfully launched the services
covering 28 cities with a total population of around 32 million
people. Warid Telecom with low rates to capture the market with
already giants operating the cellular world of Pakistan is the major
task for Warid Telecom major competitor is Mobilink with already 10
million subscribers it is not a easy task to break the market.
Warid Telecom did a great job when launched Warid did not get the
attention of the subscribers after a month people started to
purchase the connection, as the company in start did not leave a
huge impact to switch the mobile connection. After the launch of
Warid Telecom, people started purchasing the connection and
Friends and Family feature with rates of 1.90/mins attracted
customers. The rates are the cheapest in the market and with 30
sec billing feature makes it worthwhile to try once.
In the start, users face many network problems, as it is almost not

possible to call on Mobilink network all the time it gives network
busy message. The services of Warid was bad in the start when the
storm of subscribers hit Warid Telecom it become difficult for the
company to handle the new subscribers but Warid Telecom did a
great job in managing all the subscribers and handling the network.
Warid Telecom has some features as low calling rates 30 sec billing.
Coverage is improving and hope will be improved as the company
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grows. Warid Telecom according to us targets the student class
rather than businesspersons. Some of the features are good but still
there are some major upgrades that Warid higher management
team should look into.
Major draw back GPRS the slowest GPRS services ever used the
rates are touching the sky if you use GPRS more often than Warid is
the company you waste money.
Warid to Warid call rates are cheap in night some times you will
have network busy error other than that it works fine.
Warid Telecom should look into the problems currently facing to

capture more market as their calling rates are promising. Over all
Warid Telecom still targeting student class and business class.
Telenor can be called a little brother of Ufone (even though they are
not related). Their sound clarity is excellent. Their GPRS is a fast
connecting one than Ufone as its EGPRS (Enhanced). The easy load
facility is the excellent idea of re-charging account from 10 to 1000
RS with unlimited validity.
Telenor SMS works well too but a little slow but it reaches its
destination, unlike Mobilink with its disappearing SMS.
International SMS now comes on Telenor, but the service people

said they have to register their network outside the country to solve
this problem, they can do better than this as Rs.5 per international
SMS is somewhat costly.
The bad points are online call centre, you have to wait about 5 to 7
minutes and then they answer your call. They do that on purpose to
filter out the genuine callers from the simple problem callers.
Telenor GPRS sometimes goes offline, this happens very rarely but it
does happen, once its online then it’s very fast to browse the net.
Telenor is the king when it come to connectivity, I mean u can pick

up the phone and just dial , it will connect, do that at anytime and it
will connect, Ufone does that too but sometimes you have to try two
times to connect but not Telenor.
9
Our friends have told us that there is no disturbance or fluctuation
when we call from Telenor and voice is clear, this means their ad
about clear voice is true.
Telenor soon will emerge as a big cellular company in Pakistan their

devotion and excellent services is giving a clear view that they are
in Pakistan to do some business and will grip the large portion of
subscribers.
Zong has been recently launches in Pakistan and have the call rates
as low as 8 paisas. It is a china mobile company and is mainly
focusing on the masses and the rural areas. It has the call rate of
Rs.1.40 per minute for the first minute and then charges 1 rupee
afterwards. They have very cheap SMS packages as well. Moreover,
customers are attracted by the offers Zong is providing. However, in
our opinion, Zong is in the acquisition stage and still needs to work a
lot to make its customers. There is a long way to go as there are
strong competitors already existing in the market.
1.2 PURPOSE OF THE RESEARCH:
The general purpose of our research is to identify which

elements of TV advertisement help to attract target
audience and grab their attention towards a particular
mobile network. Research objectives include the following:
• Which age group prefers which mobile network?
• Do T.V advertisements affect consumer’s preferences

to switch from one network to the other?
1.2.1 INFORMATION NEEDS:
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1. Demographic data about mobile services
 Population of Karachi
 What percentage of this population uses Mobiles?
 How many watch TV ads?
 What percentage of this population is influenced by the

Mobile Ads?
 How many of them switch from one network to another

very often?
 How many people switch from one network to another by

keeping in mind the call and messaging rates?
 What %age people use sms service very often and how many
use call service?
2. Economic data
 Mobile users of lower class, middle class and upper class.

 Income level.
 Which SIM card do you have?
 Rank the SIM cards
3. Information about mobile industry

 Total number of mobile users in Karachi
 Market share of each mobile network
 Which network focuses the most on advertisements?
1.2.2 PROJECT BACKGROUND AND LEARNING GOALS:
The Methods in Business Research (MBR) class of “Summer 2008” at

institute of Business Management (IoBM) have been assigned a
research project to have a practical experience and to fully
comprehend the class lectures.
We decided to learn more about TV advertisements and its influence

on consumers purchase behavior, specific to the mobile network
choice.
11
There are many commonly-held perceptions about TV ads, and it
has also been observed that nowadays TV ads became a biggest
source of disseminating the awareness of brands and products. We
wanted to explore these perceptions and determine whether they
are anchored in reality. If real, what more can be learned? If just
myth, what facts show that? Also, we were interested in the fate of
TV ads: will it be successful to keep the masses persuading??
Our group was particularly interested in linkages between TV ads

and the Mobile networks.
In addition, we were also interested in finding out the future of the

Mobile related ads in Pakistan.
1.2.3 SCOPE OF THE RESEARCH:
This research is only targeting only those youth of Karachi that fulfil
the following criteria;
• Is a resident of Karachi
• All income level
• Literate and illiterate
• Is of any profession (student, employee, business person,
teacher etc)
• Is between the age bracket of 15-45 years
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2. RESEARCH METHODS FOR
COLLECTING PRIMARY DATA
2.1 TYPE OF STUDY:
We have conducted a Quantitative Research and it is Descriptive in

nature. It is a descriptive study as we will be using factual data that
we have collected in order to prove or reject our hypothesis and
based on that, we will make conclusions about our research
objectives.
2.2 DATA COLLECTION METHODS:
As mentioned above, we designed a descriptive study. And the data

collection methods that we used were:
1. One-on-One Interviews
2. Focus Groups
3. Survey
4. In-depth Interviews
2.2.1 ONE-ON-ONE INTERVIEWS:
Since, our target respondents was very diverse ranging from

illiterate to highly educated and from poor to the elitist of the
society we conducted face-to-face, one-on-one interviews with a set
of mobile users and non users. We recommended this one-on-one
context so that respondents would feel very free to discuss their
perceptions, behaviours and opinions about the newspaper
dilemma. The focus that one-on-one interviews afford resulted in
many deep insights that we share in latter sections of this report.
AN OVERVIEW OF OUR ONE-ON-ONE INTERVIEWING APPROACH
Types of 15-45 years of age; all income level;

Respondents literate and illiterate; residents of Karachi
13
Place where Friends; colleagues, shopping malls,
conducted domestic servants; shopkeepers and
vendors.
Total Number of 40
Interviews
Interviewers Mehreen, Batool, Sumbreena, Shahrukh,
Shagufta, Nadeem
Length of Between 5-7 minutes per respondent
Discussion
Incentives None
2.2.2 FOCUS GROUPS:
While our one-on-one interviews yielded rich portraits of mobile

users, we turned to the focus group methodology to facilitate
brainstorming around several topics of especial interest to us. Since
we sought insight into people's impressions of TV ads and its
influence, the focus group empanelled peoples from every aspect of
society.
AN OVERVIEW OF OUR FOCUS GROUP APPROACH
FOCUS GROUP#1
Types of 15-25 years of age; literate; Unemployed;

Respondents residents of Karachi
Place where “MEHREEN'S HOME”

conducted
Total Number of One
Groups
Moderator Mehreen Khan
14
Length of 45- 60 minutes
Discussion
Number of 8
Participants
Incentives None
FOCUS GROUP#2
Types of 26-35 years of age; literate; employed; residents

Respondents of Karachi

conducted
Total Number of One
Groups
Moderator Batool
Discussion
Number of 8
Participants
Incentives None
FOCUS GROUP#3
Types of 36-45 years of age; literate; Housewives;

Respondents residents of Karachi

conducted
Total Number of One
Groups
Moderator Batool
Discussion
Number of 8
Participants
Incentives None
2.2.3 SURVEY:
15
Based on the analysis of our exploratory research, we developed
some hypothesis. And to test those hypotheses, we used
Questionnaire as Survey tool, while we used Self-administered
questionnaire method.
2.2.4 IN-DEPTH INTERVIEWS:
Besides having the consumer opinion, it was necessary to know

what the mobile companies think of their advertisement's influence.
So we went for in-depth interviews from Ufone and Mobilink to have
an insight of the problem.
3. SAMPLE DESIGN AND PROCEDURE

3.1 TARGET POPULATION:
The target population in a research study comprises of all those

potential participants that could make up the study group. In our
research regarding influence of TV ads on the consumer retention
and switching of mobile networks. The target population includes
students, housewives, and professionals who live in Karachi. There
are several reasons why we are limiting our population to the city of
Karachi which are:
Limited time period in which we had to complete our research.
Expanding the research horizon would require the use of additional

resources which we did not have.
3.2 SAMPLE SIZE:
Keeping in view the fact that ads are watched by people belonging
to almost all professions and age brackets, so the sample shall be
made a true representative of the people. We distributed 750
questionnaires. The response rate is 100% because of door to door
survey. We believe this is quiet good in order to make some
conclusions about our sample.
3.3 SAMPLING TECHNIQUE:
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We used quota sampling for our research.
3.4 FOCUS GROUPS:
It was conducted with the people who are using any mobile network.
This focus group will help to determine that adds how much affects
on consumer purchase decision. The questions are related to
determine which type of ads influence different age groups, which
type of content they can remember easily, is ads really influence
their purchase behaviour and usually what their expectations from
ads or any opinion to improve ads which contents remain in
consumer minds
The rest two focus group is conducted with professionals and house
wives with same methods and same questions were asked from
them to determine the influence of ads on different age group and
different target audience
SCREENING QUESTIONNAIRE TO
RECRUIT FOCUS GROUP
PARTICIPANTS:
IMPACT OF ADS ON CONSUMER
BEHAVIOR
3.4.1 MODERATOR’S GUIDELINE:
3.4.1.1 INTRODUCTION:
 Welcome all the participants.

 Brief the participants about the format of the focus group.
 Set the norms for the group session:
• Your answers will not be judged, only your opinions and
feelings are required.
• For the purpose of simplifying things, the session will be
audio taped. Some of my associates and colleagues are
going to observe the session for their own interest.
• As I am very much interested to know what you all have in
your minds, so I would like one person to speak at a time.
• Speak of whatever knowledge you all have; I want your
opinions whether it contradicts other person’s views.
• You will not be contacted later for any purpose so be relax
and comfortable.
 Any questions?
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3.4.1.2 WARMUP:
 To bring the participants into their comfort zone, I will start with a
few general questions
 We are the students of IoBM, conducting a short interesting
survey for customer regarding impact of t.v adds on consumer
behaviour and we would like to include your opinions. For this
purpose we would like to ask you some questions.
 Please give brief introduction : name , qualification, interests
3.4.1.3 INTRODUCE FIRST TOPIC:
 From your point of view to what extent TV ads effects on your

purchase decision
o Your decision change by watching ad
o Or ads just give you information
o Is ads are helpful to remind you regarding switch
package
3.4.1.4 SECOND MAJOR DISCUSSION:
• Do you have cell then which cellular connection network/

networks do you use? if you have more than one cellular
connection then specify
• Do you have prepaid or post paid connections
• How many years you are using cell phones
• Why you are using this connections
• Why you are using cell phones means purpose to use
• Do you use sms or call frequently
• Why would you prefer to switch to other network from your
first one?
• How much you load your credit monthly?
• Which sms or call package you are using right now or can
you remember any package of your network?
• Are you satisfy with your current package or call or sms
rates
• If you have an options to change network while your no.
remain same so will you?
• What’s source of getting info regarding package
• Can you recall ads of different mobile network tell us what
you remember
• Which type of ads you like
• Do you like your current network ad
• Which type of ad influence your purchase behaviour
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• Competitors directly have started to attack on each other
in ads so what is your opinion regarding this?
• How many value added services do you use name them
3.4.1.5 CLOSE SESSION WITH SUGGESTIONS AND FINAL

THOUGHTS:
• Which service you would like to add in your networks

• any thing or suggestion you would like to add
3.4.2.1 FOCUS GROUP # 1
‘15-25 YEARS AGE’
TOTAL RESPONDENTS: 8
DATE: August 09 , 2008
TIME: 4pm to 5 pm
Most students have one cellular network connection and they have
ufone, telenor and warid. All are prepaid users and purpose is for
socializing and academic purpose. They all have cell phones since
more than four years and maximum eight years. While they load
credit about 400rs to 2000rs. All have packages of sms of their own
network like public demand, package1, zoom unlimited, djuice sms
package; either they use frequently calls or sms but still they all
have sms package
All have switched cellular network connection except one and those
who have switched to other network the main reason is high call or
sms rates means market is cost conscious and other reasons are
signals problem and those who were using insta they have to switch
because insta-phone service was closed
Mostly all watched tv ads just once or twice and prefer to switch
channel because it irritates them, but this age-group prefer to watch
informatory ads and comic ads like ufone ad, according to them
celebrities ads are only helpful in term to recall or it helps to remind
the brand easily like ALI ZAFAR in telenor. When we ask to recall ads
and its content then most of them recall jazz Einstein , ufone comic
ads, telenor ALI ZAFAR and new ads in which our custom
representing, zong ad in which criticiszing other networks
In some ads ‘conditions applied’ is mentioned in a very negligible

manner below the ads especially in case of call rates and hide the
actual charges of calls or different services including value added
services that’s unethical especially for those who are illiterate or
blue collars class people because they are usually unaware of it
19
When we talk about Attack in ads like zong ad, ufone ad most of
them are in favour of it because of competition rates of packages
and network services reduces but still they recognized it as legal but
unethical
This age group influence by their social gathering for switching

packages or network connections and they prefer that connections
that’s mostly used in their social circle.

DATE: August 12, 2008
TIME: 7pm to 8pm
NAME OF RESPONDENTS:
• Hussain Dawood – works in advertising agency

• Saad Najeeb – Network engineer
• Kashan Mansuri – works in stock brokerage house
• Nauman Saeed Khan – has a fashion designing business
• Mansoor Iqbal – has his own retail shop
• Kashif Majeed – mining engineer in Lucky cement
• Asfand – system network engineer
• Khalid Mehmood – lecturer in Sindh college of textile
CATEGORY:
Professionals of age group 25-35
WARM UP SESSION:
Hussain Dawood: I have just started working since last three months
and hobbies are reading and playing music.
Saad Najeeb: My hobbies are reading books sometimes.
Kashan Mansuri: My hobby is book reading.
Nauman Khan: My hobbies are swimming and he supports his

mother in fashion designing business since last 7 years.
Mansoor Iqbal: He has a family business of toy retail and his hobbies
are socializing with friends.
20
Kashif Majeed: His hobbies are net surfing and searching girls.
Asfand: His hobbies are playing football.
Khalid Mehmood: His hobbies are painting.
FOCUS GROUP SESSION:
Hussain Dawood:
He is using Ufone since last 4 years and he has never switched and
likes Ufone. He is using Ufone because of his social circle. He said
that Ufone is offering very good packages and he is very satisfied
with it. He is not planning to switch to some other network for at
least another 3 years. There are so many packages of Ufone that it
is very difficult to remember them. Currently he is using U circle
package and the free sms package of Rs. 75. He thinks that TV ads
etc are not effective at all. He thinks social gathering is the best
source in getting the information regarding the packages. He has
trust in his social circle and will do whatever they will say. He thinks
that the main thing is the service. If some other service will provide
great quality, then he will switch. He liked the Mobilink ad and the
Telenor persona ad.
Saad Najeeb:
He had Ufone in the beginning and now he has switched over to

Warid. He does not want to change now because his number has
been circulated among all his family and social gathering. He
switched to Warid because it was offering best packages at that
time. He is using it major for office use and to stay connected with
people. He uses the Zem package of 25 messages per day. The
GPRS of Warid is quite attractive. He also believes that he tend to
receive more information through his social gathering. He can
switch only by the influence of his circle. He thinks that TV ads do
not provide complete information. There are always some hidden
charges.
Kashan Mansuri:
He has been using cell phone since 7 years. He started up with

Mobilink but now he has switched to Telenor. The main reason to
switch from Mobilink was of poor connectivity, the best thing about
Telenor is that it has the best connectivity and it is offering GPRS
and other value added services, which are very good as compared
to Mobilink. He mainly uses it for office purpose and then use phone
21
for socializing in the evening. He is using Telenor Persona package
because of value added services specially GPRS. He does not want
to switch from Telenor as it provides the best GPRS service. He
thinks service is the main thing and TV ads do affect but to a very
small extent.
Nauman Saeed:
He has been using cell phone since last 5 years and first he was
using Mobilink. Now he has switched to Telenor. The reception of
Telenor is good and voice comes very clear. However, prepaid
packages are also good. People of our age group have changed
many services because there was a time when we were bound to
have Mobilink. However, as soon as the competition came, we took
up the opportunity and tried other Sims. He us using Telenor for
socializing because of work requirement. My sms usage is quite
high. He is using Telenor djuice and the main reason for this is that
the SMS package is very good. He will definitely switch to any other
network if it is providing better and cheap rates. He wants to switch
to the new PTA service and when it will be launched with a good
service. Otherwise, right now he does not want to switch. He will
switch if he is provided with the same number. He can recall the
Telenor ad because of Ali Zafar and the dancing element.
Mansoor Iqbal:
He has been using cell phone since 7 to 8 years. He used Mobilink in

the beginning but now has switched to Warid Post pay when it was
launched. My bill is around 700-800 per month. He is using Zahi 500
package and he get 500 free sms. The charges from Warid to Warid
are quite low. In addition, he remembers all the packages regarding
Warid Zahi. He wont switch because he has heard that the service
that gives you the same number is not working properly. First, he
will verify whether it is working properly or not then, he will switch.
He thinks billboards are the best medium for providing information.
Pakistani market is a price conscious market and whatever is cheap
will always excel. He likes the ads of Warid and Mobilink. As they are
informative while the Telenor ad has only the dancing element.
Kashif Majeed:
He has been using Mobilink since many years. He mainly uses it for
the job purpose and bill is around 800 per month. He has been using
the Ladies first package at night and thinks that it is the most
reasonable package. He also uses Jazz Budget package. He thinks it
is very expensive and the main reason he does not want to switch is
that he has been using it since 5 years and because of job reason.
22
He also relies on his social circle. TV ads should be interesting so
that people can enjoy watching them. People who are working have
not enough time to watch ads. But still they create an impact.
Asfand:
He used Ufone in the beginning. Then he switched to Telenor. Now

again he has again switched to Ufone post pay connection because
of his work. He mainly uses it for work purpose and switches off the
phone in the night. The postpaid connection of Ufone is cheap. He
does not like Ufone that much but still is using because of his job
contacts. He cannot switch because of his job. He thinks that TV ads
are helpful to an extent.
Khalid Mehmood:
He has Ufone and uses it for SMS purpose mainly. He thinks that
Ufone is offering great packages. He thinks Ufone is the best
because it is offering best packages and it is very cheap. He is using
the sms package of 500 free sms. He also thinks that the call rates
are superb. He does not want to switch as everyone has his number.
He thinks that TV ads do form an impact but very less people
switch. Most of the time people have multi Sims and each person
has 3 to 4 connections. Then he uses the connection, which is cheap
for the time being. I like ads for the time being, but then people get
irritated. Logos should be changed frequently because they are
attractive. I will only notice such ads which is telling me about my
package otherwise I wont notice.

DATE: August 20, 2008
TIME: 7pm to 8pm
Most housewives have one cellular network connection and they

have mobilink-jazz, telenor and warid. All are prepaid users because
they use budgeted amount and don’t want to have headache of
paying bills and the main purpose is to stay connected with family
especially children.
23
They all have cell phones since more than one year and some of
them use it for both local and international calls while others
haven’t chosen their connection network because their children
bought for them or they prefer mobilink because it was only
mobilink which offer GSM service with better network service
All of them don’t want to switch to any other service because all of
them are satisfied due to economical rates of their connections
except one. She want to switch but she can’t because her family has
her number in Pakistan and abroad as well
They are not interested to use any packages but frequently most of
them make calls for necessities because according to them
packages are for youngsters
The source of information regarding connection packages and

services is T.V ads like you can switch to another network by having
same no. and children are also another source of information but for
them ads do not influence their purchase behaviour but they attract
them and love to watch ads of celebrities and melodious type ads
The Mobil ink’s ‘indigo’; they remember it because of ‘SHAN’ the

star and the colour of logo i.e. purple which influence them to
remember the brand. None of them uses value added services but
only two women uses sms while all uses calls service only.
Important thing is that no one was in favour of frontal attack in ads

and find this as unethical like in ufone and zong ads as against
Mobilink.
3.5 ONE-ON-ONE INTERVIEWS:

To get a more a comprehensive opinion and gain an in depth
understanding of people’s attitude towards TV ads, we conducted
one-on-one interview to net the diverse demographic population of
Karachi.
We conducted 30 such interviews, sample included
 Educated
 Uneducated
 Low income group
 Middle income group
 Residents of Gulshan-e-Iqbal, Clifton, Korangi, Shaeed-e-Millat,
S.I.T.E, Malir, Saddar, North Nazimabad.
24
We didn’t do the entire 60 interviews as planned as the 30
respondents were quite exhaustive and more interviews were a
mere waste of time and resources.
CUSTOMERS:
Zubeida:
• Telenor.
• 3 or 4 yrs.
• Never used any other sim before, because I only like Telenor.
• I like it because of network.
• I am completely satisfied with current call rates.
• I do not watch TV ads with interest.
• Best ads are of Telenor because I like Ali Zafar.
• I never took interest in any other network packages. I only
love to use Telenor.
• My friends told me to buy Telenor.
• Not a single ad can influence me to switch to any other
network.
• I am a loyal customer.
Asif:
• Telenor.
• Using since 2005.
• Before that, I had Mobilink.
• I switched to Telenor because of friends, and other reason was
that Telenor was the first one to cover the villages.
• I am completely satisfied with Telenor.
• I watch TV ads, but it is not possible for me to switch to any
other network because of ads.
• I will switch only if my friends & family will change.
• If other networks are offering fewer charges, first I will wait &
take some information regarding those packages & hidden
charges.
• I like the ads of Mobilink because they provide complete
information about packages.
• I’m a loyal customer & wont even switch if I m provided with
the same number but of other network.
SHOP KEEPERS
Ameen:
25
• Warid.
• Good network coverage.
• Good call rates.
• I like the ads of Jazz.
• Ads do not influence me but services & packages influence me
a lot.
• Friends told me to buy it.
• I only use for call purpose.
Faiq Ahmed:
• Warid (two Sims).

• Using for last 2 years.
• I use it because my friends also have it.
• TV ads do not influence me.
• Does not remember any T.V ads.
• I will not switch to any other network because of my
friends.
• I like Ufone ads because of packages & it clearly describes
its packages.
• I am satisfied with my network.
• If I want to switch, I will go for Ufone or Zong because of
packages.
• T.V ads do influence me.
• I like Ufone ads because they are funny & easy to
remember.
Aziz Mustafa:
• Warid.
• Using for last 4-5 years.
• Before that, i was using Instafone.
• By T.V, i came to know about Warid.
• I m impressed by Telenor ads but it does not influence him.
• I will switch to other networks if the other networks offer me
packages of my interest.
• I am satisfied with Warid.
Adnan:
• Warid.
• Using for last 4 years.
• Did not have any other connection before.
26
• I chose Warid because of Network coverage & call rates.
• My friends told me about call rates.
• Does not watch T.V ads.
• I use cell phone only for calls.
• I will not switch to any other network because all of my
contacts are of Warid.
Mohammad Adeel:
• Zong.
• I use Jazz before.
• I switched because of good packages.
• I came to know about Zong by ads & social gathering.
• I like Telenor ads, but it does not influence me.
• I like it because it is informatory not because of Ali Zafar.
• I will switch to Ufone if I would get the same number.
Bashir Ahmed:
Occupation: guard
Q. How many Sims?
A.1
Q. Which cellular network are using?
A. Telenor
Q. Since how many months/years you are using cell phone?
A. 4 months
Q. Do you watch TV ads?
A. no
Q. Who told you about this sim?
A. Went to shop & bought it randomly.
Q. Will u change it or not?
A. NO
27
Mohammad.Siddique
Occupation: mechanic
Q. How many Sims?
A.1
Q. which cellular network are you using?

A. Ufone
Q. Since how many months/years you are using cell phone.
A.5 yrs
A. yes, but doesn’t remember any
Q. will you buy new sim after watching TV ads?
A. No, because he uses for business purpose only
Q. Will you change your sim after watching TV ads?
A. he wont change it because he has given it to all his friends,

co-workers and family member in Punjab

A. I am very satisfied with Ufone.
Misbah
Occupation: student
Q. How many Sims?
A.1
A. Warid
28
A.4yrs
Q. do you watch TV ads?
A. yes, but social gathering influences me more than TV ads
Q. Who told you about this sim?

A. friends and siblings
Q. do you think someone can switch to other networks after

watching tv adds?
A. it may happen if the ads are capturing & influential.
Q. Which adds do u like?
A. Ufone has funny ads so they are easy to remember.
Q. Which ads influenced you to switch to their network?

A. Ufone
Arshad
Occupation: guard
Q. How many Sims?
A.1
A. Mobilink
Q. since how many months/years you are using cell phone?
A.5 yrs
A. yes
Q. Are you satisfied with the connection?
A. No, call rates are really high. I m using it because this is my old
number and I have it to everyone.
29
A. yes, I like Telenor adds and persuade me a lot.
Q. Will you change it or not?

A. yes I will change it if I get the same number in Telenor.
Tasleem
Occupation: sales girl
Q. How many Sims?
A.1

A. Mobilink, though it is a bit expensive.

A.4 yrs
A. yes
Q. Are you satisfied with the connection?
A. No, call rates are really high. I m using it because of network

coverage.
A. people can change because of cheap call rates.

A. No, I will not because if the rates are cheap this means that the
network is bad.
3.5.1 ANALYSIS:
As one to one interview was conducted with different people those

who are not literate like mechanic and guards they unable to
remember the TV ads so even they watch it or not its doesn’t
influence them but those who are bit literate like sales girl and
student they influence by ads they watch ads and even remember
30
it. Most of them using cell phones more than 4 years and having one
sim card only
Those who are professionals or even they are students don’t want to
switch other network because they want to keep same no. because
its already distributed to their friends, family and other business
contacts if we talk about guards , mechanic, sales girl or student
they all want to retain same no. because of same reason even their
respective network having high call rates, one new thinking came
across from sales girl she don’t want to change Mobilink even its
offering high call rates because second reason according to her is
network which giving cheep or lower call rates then having problem
of signals .
They attracted by such ads in which they have their favourite

celebrities or funny ads which really attract them such ads make
good moods of audience instead of irritating them and such ads
easily remember by them like telenor the star ALI ZAFAR and ufone
ad which criticize mobilink on hidden call charges wlthough its
unethical but people love to see because of funny stuff inside this
ad and also informatory as well because if we talk about mobilink ad
its also celebrities inside this but doesn’t give any info of package
but in ali zafar ad giving info of packages of telenor
3.6 INDEPTH INTERVIEWS

3.6.1 IN-DEPTH INTERVIEW #1
ZOHAIR AYUB
Sr. Marketing Executive Operations
UFONE
My name is Zohair Ayub. I handle the marketing operations here at

Ufone. I cover four cities Karachi, Hyderabad, Sukker and Quetta. I
cover the entire operations in these cities like posters, banners and
wherever you see Ufone.
Marketing is divided into two parts Brand and Operation.
Brand consists of TV, Radio, Press, Cable and website. Operation

covers the entire Media, Outdoor, Service centers, Franchises and
Activations etc.
31
Can you please explain the strengths, weaknesses,
opportunities and threats of Ufone?
Right now, we are targeting two factors. One is quality and other is
rate. It means affordability. Ufone is offering very low rates and Jazz
is offering more charges. We have low charges in call and SMS and
we focus on the network quality. If you have seen the Ad of Ufone in
which the two guys who are thrown away from the aero plane and
says “Awaaz arahi hai” and the other guys says “haan zameen sirf
20 feet dur hai”. We are talking about two things that is the rate and
the quality.
Do you think Zong is confronting your strength by that “8

anay ki call”?
Look there are many competitors and Zong will not affect us. We
are the big fish right now and they cannot capture our market.
Because one person says that “I don’t want to change my number
again and again” Like in the case of Zong you may have Zong
number but your partner or your friend may not have it. You will be
able to make “8 anay ki call” if the other person has the Zong
number. That is not a threat and when you see the communication
in Zong specially the TV ads, they are talking about space, they
made that ad ke “ab daddy agaye hain”, and then the other person
comes dancing. So they don’t have consistency in their ads. In the
beginning, they were launching the business and they are just
making fun of others. Now you cannot see their banners etc. There
is an impact of every competition but it is not that Zong is a threat
to us.
What is your market share?
It is 21 to 23% and it varies.
Do you think people switch after watching the ads that you
give on the TV?
It is not just the ad that matters; the entire marketing team is

involved in it. First, the team launches the ad, and then we
communicate through posters, banners, fliers etc. The TV ad brings
the customers to our service centers. In addition, when they come
to our centers, they are provided with proper information otherwise,
our customer is gone. If you are not giving the service, then we
cannot make customers. That’s why its not just TV ads, there are a
lot of other things too.
Who are your target audience?
32
Initially we were targeting the youth when we launched Ufone
Prepay that was “Everybody loves to”. Then right now we are just
focusing on the masses and now it is “Prepay public demand”. When
you segment a market, then you should try to form proper
communication and now we are just focusing on the masses that
mean everyone. Right now, we are providing packages like Public
demand, 5 ka 15 etc. So Ufone comprises of packages.
What is your advertisement strategy? As Jazz forms, an

elegant look and image as they target the business class.
What do you say regarding this?
We are targeting the youth. If you look at the Indigo ads, it has an
elegant look because it is a postpaid connection and it is targeting
the business class. When we talk about Ufone, we have the humor
element. If you look at any of the ads, then people do laugh. This is
the edge we in the competition. If we talk about talkshawk in which
they have Ali Zafar, then they always have the same dance element
in it. You will always find the same thing in their ads. Jazz to me is
that they are still finalizing what to do. They are still confused I
guess regarding Jazz. However, Indigo has an elegant style. They
are capturing the business class. We at an edge have a humor
element.
In which kind of advertisement do you mainly focus like TV Ads,
billboards or print media etc?
We have less outdoors as compared to Jazz and Warid. If you look at

Warid, they have 3 or 4 outdoors. Like when you go towards the
airport, they have 3 or 4 outdoors and it’s a complete waste. It is as
if they want people to see them always. We have one outdoor at the
airport, one at Karsaz and one at main Shahrah-e-Faisal. We try to
cover those areas where people do come. I am just trying to say
that as compared to Warid, our advertising is more effective. We try
to cover those areas where our audience normally sees them. If you
talk about the masses, you go for Aj TV, Geo and the channels who
have high rating and Ufone all goes for these channels.
Why don’t you advertise on Dawn news?
We are not giving our ads on it but Indigo and Jazz are doing. We
are not doing it because we are focusing on masses. We do not
advertise our Post Pay brands. We do have for business class but we
are not advertising it on the TV level. Otherwise, we would definitely
go for Dawn News.
What is your market growth after 2005?
Now the Telecom is at the maturity stage. There is retention now. If

you go in the rural areas, we still capture people over there and it
33
can be captured easily. Now everyone is moving towards retention.
If you look at the packages of 1 rupee or 2 rupees, then it is all
retention and all are working on the retention strategy.
If I talk about 2007, there was a lot of stretching and competition
was very high. Now people have their numbers and they do not
want to switch. Yes, there are many cases when they switch but
right now, our focus is retention. Jazz and Warid follow similar thing
as well. Zong is at the acquisition stage. First, they will acquire the
market and then they will come towards retention.
Do you think your Ads and packages affect the customers in

a positive way? What is the response?
Awareness is created through Ads. If awareness is not created, then

how will you get the response? Whenever you launch a campaign,
you have to create awareness. Some campaigns do not give a good
response and people say that Ad was not good. However, if there is
consistency in the Ads, then people always like it and give a positive
response. Ads do affect people because communication is done
through ads.
TV ads and outdoors both give the same level of communication and
it has to have the same effect.
As we conducted a focus group regarding this topic, we

came to know that people complain about the hidden
charges that are not mentioned in the ads. What do you
say? Zong is appreciated for this that they are telling about
the charges of other networks.
Jazz is doing that we are charging rupee but the conditions say that
they are charging 40 more paisas in a minute. We made an ad
related to this in which a wrestler says that the other network is
charging 40 more paisas and Ufone is not charging. That is an
answer to that. Zong has also answered this but their
communication is weird. So regarding Jazz, the information should
be clear and accurate.
Which kind of ads are more effective like melodious jingles,

informative, catchy sceneries etc?
The ads should be informative and at the end of the day it is the
rate that matters and the connectivity too. If you make an
informative ad, then you should communicate the rate. Indigo just
communicates lifestyle. Everybody should communicate the rate
because it is important. Communication is a need, which connects
us to people. The ads should be informative but you should
34
communicate properly. It depends what you communication is and
what you are offering.
Who are your main competitors that are a threat?
Jazz is the no.1 leader. It is a big fish and has the maximum market
share od 45-47%. The second threat is Telenor.
Each person nowadays has 3 to 4 Sims, so how can you tell

the market share?
That is why I said that our market share is 21 to 23%. This is the
market that is actually using Ufone and these are the active Ufone
Sims. That is why the market share varies so that the multiple Sims
is also covered. 21% are the Sims that is generating revenue to us.
First Jazz had 65% market share but now it has 45 to 47%.
Do you think Ufone can capture more market share?
It is a very realistic situation. Already a market has been acquired

and people do not want to change now.
What will Zong do?
Zong is mostly focusing on rural areas where market has not been
captured. We are in the city and are working on the rural areas as
well. Like there are banners over there and we have placed our ads
on rickshaws, which are in the rural areas. We are meeting the
audience and informing them about Ufone.
What do you say about your network coverage? Like people

say Jazz works everywhere and has a good network while
other networks do not work properly.
It is just a perception. Most of the people will say, “I have this

number for years and I won’t change”. When I went to Lahore, I did
a research and got to know that this was the common perception
that I will not switch from Jazz because I have this connection since
years. These kinds of perceptions can never be changed.
Nowadays every network is offering a service that you can

switch to any other network and you will have the same
number. Has this service affected people and increased your
sales?
Everyone provides this service nowadays. However, this initially

captured the market but now it is not working. All the time we just
wanted to capture the market share because of competition. Jazz
35
and Ufone both were facing difficulties a few years back that is why
this service was launched because of market share and
connectivity.
It works nowadays too and some people do switch if they are not
satisfied with their connectivity.
What about the Mobile TV service? Only Telenor is offering

it. Why don’t you people launch it?
It is just that sometimes one company has this service and

resources. One company has resources and technology and can
launch a service while the other companies cannot. Nowadays
people have awareness about MMS and GPRS and most of them are
using it, in the beginning, none of them used it. Like this, we will
launch Mobile TV if our customers wanted us to.
Analysis
He concluded the interview by saying that TV ads are supported by

the entire visibility like Franchises, service centres etc. However,
Yes TV ads do affect many people. This medium is visual and has an
impact. Everything has an impact and people do switch sometimes.
Marketing has no hard and fast rule that you only have to do this or
that. Anything is possible in marketing. It is not just if it is on TV,
then we have done everything.
3.6.2 IN-DEPTH INTERVIEW #2
SALMAN HAIDER
Manager Corporate Solutions
Broadband Business Unit
1. What are you strengths and weaknesses?
Our strengths are that we are the market leader and have the
maximum market share. The other strength is that we are not only
competing with the cellular industry but also the telecom industry.
Our weakness is operational costs.
We are not only cellular service provider but we are also telecom
service provider. The telecom service provider consists of cellular as
well as data service provider.
Data services are like our Broadband wireless internet etc.
36
We have many locations and almost 3500 people are working at
Mobilink right now. None of the other networks has such big
locations and employees.
2. What is your market share?
We are the market leader and have a market share of

approximately 40%. We have 33 million customers all over Pakistan.
When there is a competitive environment, then the market share
varies all the time.
3. Do TV ads create an impact on the consumers?
Yes, TV ads create a great and a deep impact on the minds of the
consumers. TV ads leave an impression in the subconscious of
human mind. Nowadays it is like out of sight out of mind. That is
why we make TV ads so that we can stay in the minds of our
customers and create an impact on them. We keep ourselves in the
minds of our consumers.
We believe in putting Mobilink in the subconscious of our
consumers. Because if it is in the subconscious of consumer’s mind,
then he will always go for our service when he wants to buy a
cellular connection.
Mobilink is always visible to the consumers, and then obviously they
will go for Mobilink.
4. Most of the people say that Mobilink is very expensive

as compared to the other cellular networks. What do
you say?
The only thing that we can say for our brand Mobilink is that “We
are expensive but we are the best.” We are offering great value
added services to our customers and they are happy with that. The
main thing is providing quality service to our customers and we
excel in the field that is why we charge more. We provide value to
our customers by giving them great services. Moreover, when we
have a loyal customer then they do not care about the fact that they
are paying 40 more paisas. They do not care about the price when
they get good network coverage and value added services like
GPRS, MMS and great network coverage.
37
5. What is your advertisement strategy?
We focus both on electronic as well as print media. Electronic media

is very costly nowadays but still we advertise a lot. Actually, our
target market is different for Indigo, Jazz and Blackberry. Jazz is for
masses, Indigo is for the corporate side and Blackberry is for the
elite class. Therefore, we make different kinds of advertisements for
all of these packages. Our target market is the whole of Pakistan.
Jazz focuses on the youth and all the classes, while you can see that
Indigo and Blackberry has a different style of advertisement
strategy for the elite and the business class. We are on celebrity
marketing. Wasim Akram is our Brand Ambassador. Our TV ads are
based on values. We believe in creating values to our customers. TV
ads as well as billboards are just meant to create awareness among
people.
6. Do you think people switch to other networks after

watching these ads or because of your high rates?
Nowadays people switch rarely because we have a multi-sim

environment. People take multiple Sims, use them and throw them
away. If any service provider is offering cheap packages, then
customers buy them and use them for a short period. In this way,
people have multiple Sims nowadays. However, most of the elder
people are of the behavior that they do not want changes and do
not switch. Therefore, it depends from person to person. There is
one thing that we say in our terms that is “churn” which means that
customer leaves the sim he/she is using and goes to the other
better option. This is what happens sometimes but not all the time.
We are trying to retain our current customers as well as make the
new customers. Some people are leaving Mobilink as well but we
offer them new packages so that they can start using the sim again
like if you have not used your sim for a long period, then they can
activate it and they will get a free balance. In this way, we are
retaining our customers.
7. Who are your main competitors?
Our main competitor is PTCL nowadays as we are the telecom

industry. Then in the cellular industry, our main competitor is
Telenor. Telenor can be assumed as a threat to our industry.
38
8. What do you say about the ad of Ufone and Zong in
which they have shown that you are charging 40 paisa
extra and you have hidden charges?
We do not care about what the other network is showing. However,

in our opinion it is unethical. We always try to make such kind of ads
those portray some kind of values. The ads should be according to
the norms of the society. Like Ufone made and ad few months back
and it was totally against the norms of the society and everybody
was against that ad. We are socially responsible and we do many
things that are beneficial for our customers. We believe in ads that
portray our culture, traditions and values.
We never do negative marketing. As Ufone says, it is about U only.
We focus on all of the individuals’ not just U.
He concluded by saying that Mobilink charges more because it

provides great quality service to its customers. “We are the best.”
We make TV ads that are according to our norms and values.
Moreover, TV ads form a deep impact on the consumers. We have to
place Mobilink in the sub conscious of our consumers. The other
thing is that people do switch nowadays, as it is a multi-sim market
now. However, the switching is mostly done by the students and not
by people of old age. TV ads are just a part of marketing but help a
lot in making customers.
39
4. HYPOTHESIS
1. People tend to switch from one network to

another mostly because of the network problem.
2. The most efficient source of getting information

about a cellular network is the TV advertisements
3. People do switch their network often after

watching TV ads.
4.1 AN INTRODUCTION:
Quantitative research was carried out to prove/ reject the

hypothesis chalked out after the initial exploratory and qualitative
research. Research projects like this that examine the interface
between technology and society often require the collection and
analysis of social data. The most common response from beginning
researchers to this need for data is to conduct a survey.
Surveys can be a powerful and useful tool for collecting data on

human characteristics, attitudes, thoughts, and behavior. And,
sometimes, conducting a survey is the only available option for
acquiring the data necessary to answer an important research
question. However, doing a survey is not the best approach for
every project. Before committing to do a survey, for example, you
should first consider whether or not your project team has or can
obtain the appropriate background.
QUESTIONNAIRES are used in connection with many modes of

observation in social research. They serve as an essential tool in
public opinion survey research. The format of a questionnaire is as
important as the wording of the questions asked. An improperly
designed questionnaire can lead respondents to skip questions,
confuse respondents as to the nature of the data desired, and in the
extreme, lead people to refuse to respond.
4.2 PRE-TEST QUESTIONNAIRE:

Pre testing the questioners11 is an integral part of any survey. It
helps to avoid a lot of errors and overcome certain limitations.
In a pretest a small, but representative sample of respondents are

asked to complete the survey and are also interviewed either after
11
Appendix D
40
each question or at the end of the survey to find out what they were
thinking while answering the questions. This gives researchers an
opportunity to identify any problems people are having with a
survey, such as terms or phrases they find confusing and questions
they find too difficult to answer, and to verify that different
respondents are interpreting the questions in the same way.
Researchers can also test questions for biasedness by asking
respondents to guess what the researchers are predicting or
expecting the survey results to show. If substantially more
respondents than would be expected by random chance can guess
the researchers' hypothesis, it is highly likely that the survey
contains biased or leading questions.
4.2.1 OBJECTIVES OF PER-TEST:
1. Are the questions one which respondents can easily answer

based on their experience?
2. Are the question simple enough, specific enough, and sufficiently

well-defined that all of the respondents will interpret it in the same
way?
3. Do the questions contain any words or phrases which could bias

respondents to answer one way over another?
4. Is it clears to respondents exactly what types of answers are

appropriate?
5. Do the questions focus on a single topic or does it contain

multiple topics that should be broken up into multiple questions?
6. Are any listed response options mutually exclusive?
7. Are any assumptions implied by a question warranted?
After pre testing we realized that a good survey is not a random

series of questions but is organized. Questions on related topics
should be grouped together into sections and placed under
descriptive headings. The sections should appear in order from most
to least important or most to least closely related to the central
topic of the survey.
4.3 QUESTIONNAIRE DEVELOPMENT
We used a closed form questionnaire. The closed-form provides a

list of items to be checked, alternative answers to be selected, or
blanks to be filled in. It can be fully structured with scales requiring
“yes/no” or other types of directed responses. This type of
41
questionnaire takes the respondent a minimum amount of time to
complete, and tabulation is simple and not very time consuming.
However, the closed-form is difficult to design in that all possible
responses to questions need to be anticipated in advance and
included in the questionnaire.
4.3.1 DIRECTIONS:
Almost all the questions had general instructions to be followed for

answering them. For closed-ended questions such as multiple-
choice, yes-no, and rating scales, respondents were given
instructions about using the answer formats such as placing a check
mark or circling the best answer of their choice.
4.3.2 QUESTION FORMAT:
We had filter Age as the filter questions since the research was
based on the age group of 15-45. The questions followed a logical
format starting with whether the individual’s have a cell phone or
not and which service provider do they use and continuing to their
attitudes and behaviour towards the different modes of mobile
industry, their TV ads and consumers switching behaviour.
We used
 simple, clear, and short questions
 specific and precise questions
 appropriate language
 Ensured respondents’ capabilities to answer
 Asked only one topic or idea per item:
 Used closed-ended questions
42
5. SAMPLING PLAN
5.1 POPULATION DEFINATION

 Yong adults of age bracket 15-25 years
 Middle aged people of 25-35 years
 Aged from the age bracket of 35-45 years
5.2 SAMPLING METHOD:

Since our research is not restricted to specific geographical regions,
and age being the only eligibility criteria we decided to go ahead
with non probability sampling namely:
 Convenience sampling
 Quota sampling
 Snowballing sampling
5.3 SAMPLE SIZE:

 750 respondents
• 150 Students
• 150 Employed
• 150 Self Employed
• 150 Unemployed
• 150 Housewives
5.4 QUESTIONNAIRE:
43
NAME: GENDER:
AGE:
A) 15-25
B) 26-35
C) 36-45
OCCUPATION:
A) STUDENTS
B) EMPLOYED
C) UNEMPLOYED
D) HOUSEWIVES
E) SELF-EMPLOYED
INCOME:
A) BELOW RS. 10000
B) RS. 10,000 TO RS. 20,000
C) RS. 20,000 TO RS. 30,000
D) RS. 30,000 AND ABOVE
Q.1WHICH TYPE OF CONECTION DO YOU USE?
A) PREPAID B) POSTPAID
Q.2WHICH CELLULAR NETWORK ARE YOU USING?
A) UFONE B) MOBILINK
C) WARID D) TELENOR
E) ZONG
Q.3 FOR WHAT PURPOSE DO YOU USE THIS NETWORK FREQUENTLY?
A) BUSINESS PURPOSE B) SOCIALIZING

C) ACADEMIC PURPOSE D) OTHER REASON
(_______________)
Q.4: FOR WHAT FEATURES DO YOU USE THIS CELLULAR CONNECTION FREQUENTLY?
A) SMS B) CALLS
44
C) BOTH
Q.5: SINCE HOW MANY YEARS ARE YOU USING CELL PHONE?
A) LESS THAN 1 YEAR B) 1 YEAR

C) 2 YEARS D) 3 YEARS
E) 4 YEARS F) MORE THAN 4 YEARS
Q.6: WHICH CELLULAR CONNECTION YOU HAD BEFORE?
A) INSTAFONE B) UFONE
C) MOBILINK D) WARID
E) TELENOR F) ZONG
G) PAKTEL
Q.7: WHY WOULD YOU PREFER TO SWITCH TO OTHER NETWORK FROM YOUR FIRST
ONE?
A) BECAUSE OF NETWORK PROBLEM

B) BECAUSE OF COVERAGE PROBLEM
C) BECAUSE OF SMS PACKAGE
D) BECAUSE OF CALL RATES PACKAGES
E) OTHER REASON
(________________________________________________
___________________________________________________________
__)
Q.8: HOW MANY CELLULAR CONNECTIONS DO YOU POSSES?

A) 1
B) 2
C) 3
d) MORE THAN 3
45
Q.9: IN YOUR OPINION RATE THE SERVICE OF FOLLOWING NETWORKS? (PLEASE TICK)
RATE ON THE SCALE OF 1 TO 5 (1=BEST AND 5=WORST)
1 2 3 4 5
MOBILINK
UFONE
TELENOR
WARID
ZONG
Q.10: HOW MUCH ARE YOU SATISFIED WITH YOUR CURRENT CALL RATES?
A) ABOVE SATISFACTORY B) SATISFACTORY

C) BELOW SATISFACTORY
Q.11: HOW WILL YOU RATE THE SMS PACKAGES OF YOUR CURRENT CELLULAR
CONNECTION?
A) VERY CHEAP B)CHEAP

C) MODERATE D) EXPENSIVE
Q.12: WHY WOULD YOU CHANGE YOUR CELLULAR CONNECTION?
A) I WON’T SWITCH
B) BY INFLUENCE OF SOCIAL GATHERING
C) BY INFLUENCE OF INTERNET
D) BY INFLUENCE OF TV ADS
E) BY INFLUENCE OF PRINT MEDIA
Q.13: WHAT IS YOUR SOURCE OF GETTING INFORMATION REGARDING PACKAGES?
A) T.V ADS B) BILL BOARD

C) PRINT MEDIA D) INTERNET
E) SOCIAL GATHERING F) BY NETWORK MESSAGES
Q.14: WHICH TYPE OF ADS INFLUENCE YOUR PURCHASE BEHAVIOR?
A) MELODIOUS JINGLES
B) CATCHY SCENERY
C) CELEBRITIES
D) INFORMATORY
46
E)OTHER
(________________________________________________________
___________________________________________________________
____)
Q.15: CAN YOU STILL RECALL?

ADVERTISEMENT AD AD VALUE
CONTENT MESSAGE ADDED
SERVICES
MOBILINK
UFONE
TELENOR
WARID
ZONG
Q.16: PLEASE TICK THESE VALUE ADDED SERVICES OF THE FOLLOWING NETWORKS.
MOBILINK UFONE WARID TELENOR ZONG

MMS
WEB
NEWS ALERTS
SPORTS
UPDATES
FREQUENT
NEW
PACKAGES
PROPER
PACKAGES
UPDATES
ANY OTHER
47
Q.17: HOW MUCH DO YOU LOAD CREDIT MONTHLY?
A)RS 100 B) RS 250 C) RS 1000 D) IF MORE THAN

1000 (____)
Q.18: HOW MUCH ARE YOU SATISFIED WITH THE OVER ALL PERFORMANCE OF YOUR
NETWORK?
A) EXCELLENT B) GOOD C) SATISFACTORY

D) UNSATISFACTORY
Q.19: ARE ADS HELPFUL TO REMEMBER YOU YOUR DESIRED PACKAGE?
A) ALWAYS B) NEVER C) SOMETIMES
Q.20: HOW MUCH ADS ARE HELPFUL TO PROVIDE INFORMATION REGARDING

PACKAGES?
A) VERY HELPFUL B) HELPFUL C) LESS HELPFUL
Q.21: WHICH CHANNEL YOU WATCH FREQUENTLY?
A) ARY DIGITAL/ONE
B) GEO NEWS/GEO
C) STAR PLUS
D) OTHER (_____________________________)
6. ANALYSIS OF QUESTIONNAIRE
6.1 TESTING OF QUESTIONS:
48
.
Age
15-25
22.40% 26-35
36-45
34.13%
36-45 Pies show counts
15-25
26-35
gender
male
female
43.47% Pies show counts
44.80%
AGE: male
The age bracket is 15-45 years. We wanted55.20% to

female
equally likely effects, so tried to take samples from

each age group in same numbers. But as graph
indicates the age group 26-35 is dominated. In our
objectives of study, the age bracket is a crucial part
variable
Income INCOME LEVEL:

17.33% No Personal Income
<10000
The income less
30.00% 10000-20000 than 10000 or no
20000-30000
GENDER: >30000 >30000 personal income is
No Personal Income
We tried to cover our research issues without any Pies show c ounts
for students and
13.73% 20000-30000
discrimination of male or female, because the mobile housewives. Rest is
usage is same in both the genders
10000-20000
in Karachi at least. shown in the graph.
<10000
15.73%
23.20%
49
40.0%
Ufone
30.0%
20.0%
10.0%
0.0%
40.0%
Mobilink
30.0%
20.0%
10.0%
0.0%
40.0%
Warid
30.0%
20.0%
Percent
10.0%
q_2
0.0%
40.0%
Telenor
30.0%
20.0%
10.0%
0.0%
40.0%
30.0%
Zong
20.0%
10.0%
0.0%
40.0%
Missing
30.0%
20.0%
10.0%
0.0%
prepaid postpaid
q_1
ANALYSIS: The usage of prepaid of each network is more than

postpaid connections. Ufone is specifically a prepaid network,
but on the other hand the Mobilink is identified as Indigo
Postpaid as a premier connection.
50
20.0%
Ufone
15.0%
10.0%
5.0%
0.0%
20.0%
Mobilink
15.0%
10.0%
5.0%
0.0%
20.0%
Warid
15.0%
10.0%
Percent
5.0%
q_2
0.0%
20.0%
Telenor
15.0%
10.0%
5.0%
0.0%
20.0%
15.0%
Zong
10.0%
5.0%
0.0%
20.0%
Missing
15.0%
10.0%
5.0%
0.0%
Buss: Purpose Social Academic Others
q_3
ANALYSIS: Here we can see that which network is used for

which purpose. Ufone is mostly used for social purpose,
where as Mobilink for business purpose and social
purpose. As Zong is a new entry, not a big percentage for
it.
51
20.0%
15.0%
Student
10.0%
5.0%
0.0%
20.0%
professional
15.0%
10.0%
5.0%
0.0%
20.0%
Occupation
house wife
Percent
15.0%
10.0%
5.0%
0.0%
20.0%
unemployed
15.0%
10.0%
5.0%
0.0%
20.0%
selfemployed
15.0%
10.0%
5.0%
0.0%
Buss: Purpose Social Academic Others
q_3
Analysis: As it is clear from the graph that the mobile

phone is used for business purpose in professionals,
whereas just for socialization in students, housewives and
unemployed. Rest can be seen in the above graph.
52
20.0%
15.0%
Student
10.0%
5.0%
0.0%
20.0%
professional
15.0%
10.0%
5.0%
0.0%
20.0%
Occupation
house wife
Percent
15.0%
10.0%
5.0%
0.0%
20.0%
unemployed
15.0%
10.0%
5.0%
0.0%
20.0%
selfemployed
15.0%
10.0%
5.0%
0.0%
Missing sms calls both
q_4
ANALYSIS: Mostly people use mobile for both sms and calls,
but professional and housewives use it just for calls mostly.
The sms rate is high in students.
ANALYSIS: This
response is for the
q_7
question that why
11.36%
network prob
people prefer to
covrage prob
29.92% sms pkg
other
call rates pkg
other
switch to some
network prob
other networks. So
Pies show counts
27.42% call rates pkg most of the people
said due to network
sms pkg
cov rage prob
problem and call
rates packages.
18.28%
13.02%
53
q_9mobilink
Cumulative
Frequency Percent Valid Percent Percent
Valid 1 272 36.3 37.4 37.4
2 201 26.8 27.6 65.1
3 113 15.1 15.5 80.6
4 74 9.9 10.2 90.8
5 67 8.9 9.2 100.0
Total 727 96.9 100.0
Missing System 23 3.1
Total 750 100.0
q_9ufone
Cumulative
Valid 1 208 27.7 28.6 28.6
2 299 39.9 41.1 69.6
3 145 19.3 19.9 89.6
4 55 7.3 7.6 97.1
5 21 2.8 2.9 100.0
Total 728 97.1 100.0 A
Total 750 100.0
q_9telenor
Cumulative
Valid 1 94 12.5 13.0 13.0
2 115 15.3 15.9 28.9
3 330 44.0 45.6 74.6
4 147 19.6 20.3 94.9
5 37 4.9 5.1 100.0
Total 723 96.4 100.0
Total 750 100.0
54
q_9warid
Cumulative
Valid 1 111 14.8 15.5 15.5
2 99 13.2 13.8 29.3
3 91 12.1 12.7 42.0
4 355 47.3 49.5 91.5
5 61 8.1 8.5 100.0
Total 717 95.6 100.0
Total 750 100.0
q_9zong
Cumulative
Valid 1 63 8.4 8.8 8.8
2 39 5.2 5.5 14.3
3 40 5.3 5.6 19.9
4 61 8.1 8.6 28.5
5 510 68.0 71.5 100.0
Total 713 95.1 100.0
Total 750 100.0
ANALYSIS: When we took the rate of each net work from 1 to 5, the
frequency came as; 272 people said that Mobilink is No.1. 208 said
that Ufone is No.1, 111 said for Warid, and 94 and 63 for Telenor
and Zong each.
55
12.5%
v.cheap
10.0%
7.5%
5.0%
2.5%
0.0%
12.5%
cheap
10.0%
7.5%
5.0%
2.5%
0.0%
moderate
12.5%
Percent
10.0%
q_11
7.5%
5.0%
2.5%
0.0%
expensive
12.5%
10.0%
7.5%
5.0%
2.5%
0.0%
12.5%
Missing
10.0%
7.5%
5.0%
2.5%
0.0%
Missing Ufone Mobilink Warid Telenor Zong
q_2
ANALYSIS: Sms packages of Ufone, Warid and Telenor are

very cheap, whereas for Mobilink it is expensive.
network msgs 6.19% q_13

tv ads ANALYSIS:
bill boards
The most
17.63% print medi a
internet effective
social gathering
social gathering source of
network msgs
46.84%
information
tv ads
Pies show counts is TV. Then
internet 6.73%
comes
print media
social
gatherings.
13.06%
bill boards 9.56%
56
12.5%
10.0%
always
7.5%
5.0%
2.5%
0.0%
12.5%
10.0%
never
7.5%
5.0%
2.5%
Percent
q_19
0.0%
12.5%
sometimes
10.0%
7.5%
5.0%
2.5%
0.0%
12.5%
Missing
10.0%
7.5%
5.0%
2.5%
0.0%
Student professional house wife unemployed selfemployed
Occupation
ANALYSIS: Are ads helpful to remember your desired

package? Mostly the people replied that sometimes.
57
Print Media 8.31% q_12
I won't switck
Social gatherings
Internet
31.30%
T v Ads
Print Media
I won't switck
30.06% Pies show c ounts
Tv Ads
Social gatherings
Internet
18.42%
11.91%
Why would you change your cellular connection. Most

of the people refused to change their connection. But
they too admit that the TV ads influence on their
purchase decisions.
6.2 TESTING OF HYPOTHESIS
HYPOTHESIS NO.1:
People tend to switch from one network to another mostly

because of the network problem.
HYPOTHESIS NO.2:
The most efficient source of getting information about a cellular

network is the TV advertisements.
HYPOTHESIS NO.3:
People do switch their network often after watching TV ads.
HYPOTHESIS NO.1:
People tend to switch from one network to another

mostly because of the network problem.
58
During our literature review, we found that there were some
problems, which were faced by people regarding their network. So
in order to find that we added this question in our questionnaire:
Q. 7: WHY WOULD YOU PREFER TO SWITCH TO OTHER NETWORK FROM YOUR FIRST ONE?
F) BECAUSE OF NETWORK PROBLEM

G) BECAUSE OF COVERAGE PROBLEM
H) BECAUSE OF SMS PACKAGE
I) BECAUSE OF CALL RATES PACKAGES
J) OTHER REASON (________________________________________________
_____________________________________________________________)
FINDINGS:
Cumulative
Valid network
216 28.8 29.9 29.9
problem
coverage
132 17.6 18.3 48.2
problem
sms packages 94 12.5 13.0 61.2
call rates
198 26.4 27.4 88.6
packages
other 82 10.9 11.4 100.0
Total 722 96.3 100.0
Total 750 100.0
59
Network problem
coverage problem
SMS package
Call rates package
Other
The above result shows that the major reason for switching from
one network to another is network problem. Because it has the
highest percentage of occurrence in our findings.
HYPOTHESIS NO.2:
The most efficient source of getting information

about a cellular network is the TV advertisements.
To test this hypothesis we had this following question:
Q. 13: WHAT IS YOUR SOURCE OF GETTING INFORMATION REGARDING PACKAGES?
60
A) T.V ADS
B) BILL BOARD
C) PRINT MEDIA
D) INTERNET
E) SOCIAL GATHERING
F) BY NETWORK MESSAGES
The purpose of this question was to find out the most efficient
source that provides the right information about the packages of
different networks. As there are many different mediums of
advertisement, which is why this question helped us in knowing the
major tool of advertisement that provides information to the
customers mostly.
FINDINGS:
Cumulative
Valid TV ads 348 46.4 46.8 46.8
bill boards 71 9.5 9.6 56.4
print media 97 12.9 13.1 69.4
internet 50 6.7 6.7 76.2
social gathering 131 17.5 17.6 93.8
network msgs 46 6.1 6.2 100.0
Total 743 99.1 100.0
Missing System 7 .9
Total 750 100.0
61
TV ads
Billboards
Print media
Internet
Social Gathering
Network messages
This graph proves that TV ads are the best source of providing
information regarding packages. People tend to receive the
maximum information through TV ads. The second source of
information according to our research is social circle of a person.
HYPOTHESIS NO.3:
People do switch their network often after watching

TV ads.
To test this hypothesis, we had the following question:
Q.12: WHY WOULD YOU CHANGE YOUR CELLULAR CONNECTION?
A) WONT SWITCH
B) BY INFLUENCE OF SOCIAL GATHERING
62
C) BY INFLUENCE OF INTERNET
D) BY INFLUENCE OF TV ADS
E) BY INFLUENCE OF PRINT MEDIA
The purpose of this question was mainly to know that which source
is most influential in urging the customers to switch from one
network to another.
FINDINGS:
Cumulative
Valid Wont switch 226 30.1 31.3 31.3
Influence of
133 17.7 18.4 49.7
social gathering
Influence of
86 11.5 11.9 61.6
Internet
Influence of TV
217 28.9 30.1 91.7
ads
Influence of Print
60 8.0 8.3 100.0
media
Total
722 96.3 100.0
Missing System
28 3.7
Total
750 100.0
63
Wont switch
Social
gathering
Internet
Tv ads
Print media
Through this question, we got to know that most of the people do

not want to switch from their current network. However, when they
switch, then they are mostly influenced by the TV ads. Social
gathering is also having a very close share in influencing their
switching behavior.
Above table seems pretty confusing, on the one hand 30.1% people
don’t want to change their connection, but on the other hand 28.9%
people say that they can change the network by the TV ads
influence. Here we consulted our focus group findings, individual
interviews and in-depth inter views. Which clearly say that people
are not likely to change the network just because of watching TV
ads. But we also got to know that if someone is likely to change
their network connection, he will be influenced by TV ads mostly.
64
7.
CONCLUSION/RECOMMENDATIONS
As Ufone representator Mr. Zohair mentioned in interview with him

that most of the market of mobile has been already captured. All the
companies are now struggling for retention of their market share.
The question of switching the network connection seems useless.
As we have seen that most of the people have their connection

more than 2 or 3 years, they have concerns to change such an old
number for no reasons. Though some people are unsatisfied with
their current service providers, but still they don’t want to switch to
some other networks.
We also analyzed that people liked the service of same number on

another network, NUMBER PORTABILITY. They would have their
same number on desired network. This service went successful in
beginning and many people switch from one network to another, but
soon they realized that service is not good. They were facing
problems in connections. So people stopped thinking to switch.
TV ads have their own effect. People see them, know about the new
packages of their network and use them. TV ads though do not
make the people switch the network but they influence them to be
loyal to the current network. After watching TV ads people discuss
them in their social gatherings, and become a source of
disseminating the message of the ad.
This is not only a TV ad that works, it is that whole marketing

strategy that influence the purchase decision. One thing is clear that
a marketing strategy remains un accomplished unless TV ads are
65
complemented with it. So TV advertisement is not a mere waist of
money, it works, and it drives the whole marketing strategy.
66

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Nadeem MBRRRRRRRRRRRRRR Report

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LETTER OF TRANSMITTAL

Mr. Shehzad Amin

August 23rd 2008

Dear Mr. Shehzad Amin:

It was a great pleasure that you gave us an opportunity to work on

However, we had a shortage of time, and two more courses to go

In case of any query, feel free to contact us through

Mehreen Khan (mehreen73@hotmail.com)

1.1 LITERATURE REVIEW:

Advertising is a form of communication that typically attempts to

1.1.1 TYPES OF ADVERTISEMENTS:

Commercial advertising media can include wall paintings, billboards,

Covert advertising is when a product or brand is embedded in

The TV commercial is generally considered the most effective mass-

Virtual advertisements may be inserted into regular television

NEWER MEDIAS AND ADVERTISING APPROACHES:

1.1.2 CHARACTERISTICS OF TELEVISION ADVERTISEMENTS:

Many television advertisements feature catchy jingles (songs or

1.1.3 TV ADVERTISEMENTS AROUND THE WORLD

Television advertisements appear between shows, but also interrupt

TV advertisement is generally considered the most effective mass-

1.1.4 ADVERTISING ONLY WORKS VIA DRIVING INTENTIONS:

The dominant way that advertising works is by refreshing, and

Some advertising creates a purchase intention, gaining a reaction

A similar point can be made about brand preference or attitude.

Many firms are still trapped in the intentions/preference paradigm.

Somewhat ironically, firms operating to this model of how

Over decades leading brands have done stellar jobs at building

1.1.5 ADVERTISING IN PAKISTAN:

The big revenues are coming from healthy ad spending. Across

1.1.6 ESSENTIAL ELEMENTS IN ADVERTISEMENTS:

Essential elements for a winning business in advertisement.

According to the Author, following are the essential elements of a

Element #1 Smart Ad Placement

Element #3 Irresistible Offer

Element #4 Unique Competitive Advantage

Element #5 Sell the Benefits

Element #6 Make it Risk-Free

Element #7 Call to Action

Element #9 Simple to Respond

Element #10 – Graphics

Element #11 Accountability

PAKISTANI CELLULAR INDUSTRY

Mobilink Pakistan Premier Cellular Company Claims be to have 10

Mobilink being the pioneers of introducing cellular networks in

Company is large and has the largest subscriber base in Pakistan.

Mobilink has the good infrastructure and network is established well.

Ufone subsidiary of PTCL was established to provide cellular services

Ufone claims to have 3 million subscribers and still growing. Ufone is

Abu Dhabi Group led by Sheikh Nahayan Mabarak Al Nahayan

In the start, users face many network problems, as it is almost not

Warid Telecom should look into the problems currently facing to

International SMS now comes on Telenor, but the service people

Telenor is the king when it come to connectivity, I mean u can pick

Telenor soon will emerge as a big cellular company in Pakistan their

1.2 PURPOSE OF THE RESEARCH:

The general purpose of our research is to identify which

• Which age group prefers which mobile network?

• Do T.V advertisements affect consumer’s preferences

1.2.1 INFORMATION NEEDS:

 What percentage of this population uses Mobiles?

 How many watch TV ads?