Evolution of Digital Media as an IMC tool and its Relevance in Pakistan

This research has been conducted by a group of the MBA Final year students of SZABIST as part of their thesis entitled "Evolution of Digital Media as an IMC tool and its Relevance in Pakistan" in partial fulfilment of the requirements for the degree of Master in Business Administration.

The research studies the growth of digital media as a marketing communication tool in Pakistan and how the marketing communication as a whole will evolve in upcoming years as the digital media accustomed marketers take over the charge of marketing communication industry. The research also looks into the elements that differentiate both the forms of media and the elements that encourage traditional media to survive even with existence of digital media. The research made use of qualitative research methods including focus groups for consumers and delphi technique for marketers.

They had also conducted a forum on February 21st by the name of Modern Day Marketing Communication forum. The event was held at Avari Towers hotel Karachi and can be viewed in the event section.

Net Navigation

A research conducted by Insights Research Consultants for Synergyzer Magazine, depicting the internet consumption patterns amongst the urban area in Pakistan.

Top Channels & Programs

Brandsynario presents a comprehensive survey, conducted by Medialogic, which aims to find the trends in viewership preferences in terms of ratings amongst the Urban population of Pakistan.

Style Check – A Research Analysis Of Buying Behaviour In Fashion

In the past few years, in the face of a rapidly shifting retail landscape, the luxury brands sector continued to climb to new heights. This survey conducted by Synchronize Media reveals that consumers remain enraptured by the allure of luxury and that there are generous payoffs for designer brands that dare to diversify. This study reveals how consumers view this category, their preferences and buying patterns.

In this regard a questionnaire was developed for those who mostly wear designer clothes. A sample of 100 respondents, both male and female was drawn from across the three metros. The results of the survey are shared below:

Pakistan’s first ever Radio Establishment & Listenership Study

GroupM and Oasis international present Pakistan’s first ever Radio Establishment & Listenership Study

Radio, over the past few years, has emerged as a major communication medium owing to the growth in its listenership. Advertisers are increasingly sold on this listenership due to the specialization and the geographic and psychographic niches, radio stations seem to have created and perceptually owned. Having surpassed 3.2% of overall media spend pie, radio advertising in Pakistan was measured at over Rs. 550 million in 2007, while it further increased to Rs. 900 Mn in 2008. However, there has been a scarce lack of info available on radio as a communication medium.

This called for a syndicated study, meant for advertisers, media planner & broadcasters alike, which could provide not only baseline information on radio penetration & listenership patterns, but also sheds light on brand imagery of radio brands.

The Share of Voice

SOV-P is a Print Media analysis of the share of voice of major brands in Print Advertising. The analysis is carried out by Synchronize Media for 6 business categories namely Restaurants, Paints, Telecom, Banks, Housing & Wireless

The analysis covers budget spent during the period, the total space of advertising and the total number of insertions in publications. The information is presented in a tabular form with absolute values as well as percentages in each description. A graphical representation, in a pie chart, is also given for share of voice review.