A final year Bachelor Business Administration (Majors: Marketing) thesis researched and written to gauge the progressive trends concerning the art of campaigning during the Election Campaign of 2013 compared to 2009 Elections, through the electronic medium and the future potential of campaigning to woo the public into voting for the respective political party via political communication.

1. “The Efficacy of Political Advertising, during
2013 Elections, through Television Commercials
and its impact on first time voters between 18-23
years in Karachi.”
Thesis Advisor: Ms. Rabab Sultan
Group Members
Eisha Salim (1011148)
Maria Shafiq Sheikh (1011181)
Yusra Hassan (10111238)
Mustafa Khan (1011119)
Submitted on: 27th November 2013

2. Introduction
 Acc. to ECP report: “2013’s electorate constituted of nearly half of the 84
million legal voters 35 below, of which 47.8% between the ages of 18 and
35, while 19.77%, or 16.88 million voters, are under the age of 26”
 Rising ad expenditure from PKR 225 million to PKR 781 million (PAS)
 Focus on four major political parties: PPP, PTI, MQM and PML-N
 Parties tried to create a impact to gather votes through airing of TVCs
 Political TVCs: Means of election campaigning legalized regions such as
USA, Pakistan & India
 Efficacy: According to Merriam Webster: “the power to produce an effect”
 Advertising efficacy: Measurement of effectiveness of advertising efforts
Sources: Website: Marketing.About.Com (http://marketing.about.com/od/marketingglossary/g/advresearchdef.htm)
Website: Merriam Webster A British Encyclopedia and Skyblogs (http://skyblog.skytics.com/2010/03/advertising-efficacy-wheres-the-beef/)

3. Theoretical Framework
Factors Tested
Awareness, Liking,
Knowledge,
Believability, Conviction,
Preference,
Comprehension
Models and Measures
of Advertising
Effectiveness
AIDA Model for
Advertising
Impact
Perception &
Voting Decision
Change
Source: AIDA Model: Strong, E.K. (1925). "Theories of Selling". Journal of Applied Psychology 9: 75-86., Lavidge and Steiner (1961)
Effective Advertising by Gerard J Tellis, CH 4:Measuring Advertising Effectiveness ,Page 44,Exibit 4.1: Models & Measures of Advertising Effectiveness

4. Problem Statement
How effective was the political advertising, during 2013 General Elections,
through television commercials and what was its impact on first time
voters between ages 18-23 in Karachi?
Research Objectives
To analyze the changing trends of advertising by political parties through
television and its implications on the voter‟s mind
How advertising and political experts of the industry viewed 2013 election
campaigns by major parties in relation to the voters perception
The degree of efficacy of the political ads based on media monitoring/buying
reports, voters perception and expert interviews of political party representatives

5. Research Methodology
Type of
study
Qualitative; Descriptive, Case Study
Population
First time voters between ages 18-23 years old
Sample
Size
400 Respondents; 60% (240) Males, 40% (160) Females
Sampling
Method
Non Probability, Convenience Sampling
Research
Tools
Primary Research
Expert Interviews (4)
Survey Questionnaire (400)
Secondary data
International Research Journals, Media Buying
Reports , Election Commission Reports 2013

6. Top of Mind Recall: Frequency vs. Advertising Minutes
Frequency of Ads seen according to Voters
32%
PPP
PML-N
MQM
PTI
55%
9%
4%
48,321
Minutes of Advertising
2008
2013
22,939
12,440
1,693
PPP
1,694
PTI
PML(N)
10,092
70
2,116
MQM
1,876
PML(Q)
7601,849
PML(F)
1,744
JI Pakistan
661
APML
364
240
TTP Habib Ur Rehman (AU)
Source: Minutes of Advertising , Pakistan Advertising Society (PAS) and Media Bank (Media Intelligence Agency) Post Election
Analysis Report

7. Channel Preferences: Voters vs. Media Buying
Total Minutes of Advertising Channel Genre Split
Voter Channel Preference
No of Respondents
94
News/ Current Affairs
Sports
Entertainment
Others
72
56
59
53
34
32
10
PTI
12
MQM
27
24
10
12
PPP
7
5
0
PMLN
Source: Total Minutes of Advertising according to channel genre split , Pakistan Advertising Society (PAS) and Media Bank (Media Intelligence
Agency) Post Election Analysis Report

8. Perception vs. Decision: Voter Change
Change in Perception
Changed
PML-N
Neutral
42%
13%
36%
PPP
MQM
10%
50%
19%
62%
42%
0%
45%
14%
19%
PTI
Not Changed
20%
13%
30%
40%
50%
45%
60%
70%
80%
90%
100%
Change in Decision
Change of Decision
PML - N
No Impact
Did Not Vote
47%
PPP
26%
27%
55%
MQM
35%
40%
PTI
15%
0%
10%
60%
30%
20%
30%
10%
55%
40%
50%
60%
70%
80%
90%
100%

9. Advertising Spend vs. Advertising Minutes
Advertising Spend
48,321
Minutes of Advertising
2008
2013
22,939
12,440
1,693
PPP
1,694
PTI
PML(N)
10,092
70
2,116
MQM
1,876
PML(Q)
7601,849
PML(F)
1,744
JI Pakistan
Source: Group M Post Elections Research and Analysis Report, Comparative Study: 2008 and 2013
661
APML
364
240
TTP Habib Ur Rehman (AU)

10. Expert Interview Findings
• Expert Interviews were conducted to understand rationale behind each political
parties‟ media campaigns pre-elections
• Significant deductions from the interviews were:
• The political parties had a number of creative agencies
• PTI & MQM relied on in-house Media Cell expertise to create & execute
electronic media & digital media campaigns
• The eruption of blame game obscured the message and content
• Political parties did not incorporate their manifestos in the message content
• Ads focused on defaming opposing party: PTI vs. PML-N and MQM vs. PPP
Source: Mr. Wasay Jaleel (MQM), Mr. Salman Danish (PTI), Agency for PML-N and PPP (Orient Advertising)

11. Research Findings
• 243%+ Above Increase in Advertising Expenditures from 2008 to 2013
• High advertising expenditure cannot necessarily create an impact on the voting
• Positive impact on recall & remembrance caused by high frequency
• The viewership of news channels was higher than Entertainment & Regional
• First time voters responded to liking an ad due to:
• Emotional cues for MQM and PPP and Functional cues for PTI & PML-N
• Frequency & Recall: PTI & PPP‟s TVC
• According to the AIDA Model: Successfully grabbed attention, Interest factor
was present, but call to action got lost between negative counter attacks
• The message content did not reflect parties‟ manifestos except that of MQM
Source: Pakistan Advertising Society (PAS) and Media Bank (Media Intelligence Agency) Post Election Analysis Report and
Media Buying and Monitoring Report: GroupM 2008-2013 Elections

12. Conclusion
• Ad expenditure rise from PKR 225 million to PKR 781 million (243% increase)
• Extensive media buying cannot guarantee results, good for initial hype
• All ads successful on AIDA model‟s first 3 stages; Attention, Interest, Desire
but failed to create powerful impact to elicit „call to action‟
• True potential of political advertising requires in-depth research
• Emotional and Function cues to be used equally for Pakistani voters audience
• Ads need to communicate manifesto and potential performance
• Right combination of advertising mediums can change youth‟s perception
• Liking for a party means support, but does not guarantee an actual vote
Sources: Pakistan Advertising Society (PAS) and Media Bank (Media Intelligence Agency) Post Election Analysis Report
Group M Post Elections Research and Analysis Report, Comparative Study: 2008 and 2013
Election Commission of Pakistan, Post Elections Report 2013

13. Recommendations
• Pre & Post-Advertising Research to create impactful strategies
• Carefully planned campaigns with media planners and advertising
experts for future
• Avoid negative advertising and personal attacks in advertising
• Guidelines and regulations for political advertising to be created
• Global trends to be analyzed and the regulations followed
• Parties to use investment in marketing through a 360 degrees campaign
and not bombard TV channels
• Other strategies to be explored for attracting young voters

14. Limitations
Law and Order Conditions
Time Constraints
Sampling Methodology and Gender Ratio
Case Study Report
Unavailability of Political Representatives
Possibility of Fallacious Responses

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17. Thank You