The story of advertising in Pakistan is an inspiring one. Beginning from scratches, advertising has now become a major sector of our economy and an important factor in our social life. The ingenuity and hard work of those in the profession and their zest for excellence has put Pakistan’s advertising on the. map of the world. The holding of the 16th Asian Advertising Congress in Lahore is a testimony to our achieving a distinguished status in the profession.
Advertising in Pakistan;10 Facts You Must Learn
On independence Pakistan had inherited a very poor and disorganized economy. Muslims had very little share in the economic life of the sub-continent. And in advertising they had hardly any representation. The areas which formed the new country were primarily agricultural and had no industrial infrastructure.
During the first few years of Pakistan’s existence most of the government’s efforts were therefore directed at creating basic facilities which could initiate and support industrialization In that period advertising was confined to imported goods. Textiles were our major products which needed an expansive market in the country as well as abroad. Then came other products and services which helped the nascent advertising industry to grow in size and expertise.
Beginning
The first Pakistan advertising agency was set up in Karachi in September 1947, and a few more followed later It was the then Advertisement Manager of Dawn Karachi, who had extended technical assistance in the establishment of the first organized agency which started with a six member team
. Under his guidance, talent such as late Muhammad Amin, one of the leading commercial artist and painters of Pakistan was introduced. He had joined the agency as an apprentice and proved to be a born thinker and artist
This agency proved to be a training ground for the advertising profession and produced a number of useful hands for the agencies which followed The caravan of advertising was thus set on the path of progress.
According to the All Pakistan Newspapers Society, the number of accredited advertising agencies stood at 74 in 1988; of these 55 were in Karachi, 16 in Lahore and 3 in Islamabad.
Advertising in Pakistan was dependent on the print media .done in the early years. The newspapers and magazines in those days were characterized by small circulations, drab content, unattractive layout and poor printing. The growing support ol advertising enabled them to modernize their production as well as io improve and diversify the content. Advertising’s contribution to die development of Pakistan Press is therefore laudable.
Though print media still continues to be the mainstay of advertising in Pakistan the allocations for electronic media are rising fast. Radio Pakistan began its commercial service in 1961 while the Pakistan Television solicited advertising since its introduction in 1964. Radio is undoubtedly the most popular and pervasive medium. The number of radio and television sets in the country is estimated at over 16 million and over 1.4 million respectively.
While TV advertising is generally restricted to food, drink, milk, powder, cosmetics, household equipment, fabrics, financial institutions, housing pharmaceuticals, cigarettes, hotels, airlines and books.
The print media carries a lot more such as tender notices, job vacancies ads, classified ads, Prize Bond draws, company notices etc.
Besides its laudable contribution to Pakistan’s economic development by creating and expanding the consumers market and promoting healthy competition in the nation’s trade and industry, the advertising sector has played a very significant role in the national integration of Pakistan. It has made special efforts to project the heritage and culture of Pakistan and provided new vigour to many of the arts and crafts which faced the threat of extinction for want of proper patronage. Calligraphy, Architecture, Archaeology, music and sports especially owe their development to the advertising industry.
As advertising is a concomitant of a free and pluralistic society it has admirably contributed to the emergence of a democratic environment and popular politics in Pakistan. Beyond confining itself to the profit motivated activities, it has taken pains to project the lives and achievements of our founding fathers and national heroes in various walks of life. The government and the private sectors to plan and rum their national campaigns in many fields Even the last national elections were- marked by the active participation of some national advertising agencies.
Advertising has played a modernizing role in our national life. It helps us to be conversant and knowledgeable with w hatever is happening around us. Besides promoting add developing the print media, it has contributed to many other allied fields such as commercial arts and marketing and sales. It goes to the credit of advertising that an average citizen is now more conscious of various national issues concerning health, environment, education etc.
Advertising still has a long way to go. Faced with the challenges of poverty, illiteracy, disease and communal discord, it has to look for viable solutions and dynamic strategies – The Pakistan Advertising Association has an ambitious plan to organize the advertising sector on a scientific pattern, to imitate training programmes for its personal and to achieve recognition and acclaim through international collaboration. The 16’h Asian Advertising Congress in Lahore was the milestone and it helped to will help sharpen the issue and tasks before the advertising industry and focus on the alternative available for achieving the goals.