Advertisement TV Advertisement Clutter Why is Advertisement Clutter a Problem? How to Break through Ad Clutter? Impact of Ads Clutter on SMEs Case Studies of Pakola and Hico Ice-Cream

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JINNAH UNIVERSITY FOR WOMEN
DEPARTMENT OF COMMERCE
NAME
WAJIHA MUHAMMAD ISMAIL
DEGREE PROGRAM
BS-COMMERCE (III, 6TH
SEM)
SUBJECT
MARKETING MANAGEMENT
(MKT-3072)
SUBMISSION DATE
NOV 12, 2021
SUBMITTED TO
MISS UZMA ANIS

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Advertisement
Advertising is a form of mass communication. It involves a process of transmission of
information by a seller of a product or service to modify the behavior of the buyer to buy a
particular product. It can be in any form of presentation such as a sign, symbol, or illustration
in print media, a commercial on radio or television, a poster, etc. Simply, it is the
communication link between the seller and the buyer.
TV Advertisement Clutter
The sheer volume of advertising on TV, that consumers encounter every day – makes it hard
for any individual ad to achieve its most fundamental goal, which is to be noticed.
Example
In a typical 30 minutes television show, only about 22 minutes is the actual show. The rest is
commercials. Each commercial break usually lasts around two minutes.
Why is Advertising Clutter a Problem?
Brands use a variety of marketing efforts to achieve their business goals: generate sales, get
the highest profit, and customer recognition. However, over-advertising can negatively affect
customers bombarded with TV commercials.
It’s worth mentioning that the level of advertising clutter across different marketing channels
is always high and is now considered a severe problem for customers, which can then affect
your business. It can result in:
• Reduced ad viewing
• Customer’s inability to identify your brand
• Increased avoidance
• Impaired advertising memories
• Negative emotional responses to advertising
• Banner blindness
ASSIGNMENT
During the past some years we see many ads clutter on TV, do you think it create
problem for the viewers and Small and Medium Enterprises?

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How to Break Through Ad Clutter
Consumers were always able to avoid mass media advertising. If the clutter were less, each
message would have a greater impact and the advertisers should be willing to pay more per
audience member reached, or so you would intuitively think, assuming it is well-targeted.
the importance of a single advertising message delivered with respect for the intelligence and
values of its audience. An advertiser who prepares a targeted, interesting, and entertaining ad
would no longer have to run it multiple times.
Advertising writers say that the solution is more creative advertising that breaks out from the
advertising clutter. They are partially right since the problems of clutter are compounded
when the same message is seen multiple times but advertisers, need to realize that a less
cluttered environment is worth more money. A sponsored with a greatly reduced number of
advertising messages means that each message would have a greater impact, assuming they
provide information that the audiences would like to receive.
Breakthrough of the ad clutter is essential. Some are the highlighted ways to break through ad
clutters:
• Relatable Characters & Situations – Audiences will connect with personalities and
scenarios with whom they can identify.
• Simple & Upbeat Storyline – Ads should do more than convey information– they
should tell a story.
• Character Dialogue to Tell a Story – Changing a message from simple prose to a
conversation will give the story life.
• Build an Emotional Connection – The brain identifies an emotional experience as
important enough to remember, which in turn resonates with the audience.
Impact of Ads Clutter on Small and Medium Enterprises
Ads Clutter made a great impact on SMEs. They are not able to advertise their product or
service because of some major reasons mentioned below:
• Financial constraints
• High labor cost
• Lack of managerial education
• Lack of skilled human resource

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• Poor marketing information/management
• Lack of inability to adopt new technology
• Entry of multinational and more powerful competitors into the local market
• Lack of proper infrastructure is a major barrier for SMEs
Case Studies
Pakola
Object
Pakola is one of the most popular brands in Pakistan. The brand was created on 14th August
1950 by Haji Ali Muhammad. It is produced by Mehran Bottlers (Pvt) Ltd. It is the first
nationally branded soft drink of Pakistan. Hence its name Pakola means 'Cola of Pakistan.
Mehran bottlers are the 1st bottling plant in South Asia.
As per our slogan, “DIL BOLA …. Pakola”, we believe that Pakola is the heartbeat of the
nation and with its amazing taste holds the potential to ride the taste buds of the consumers at
home and abroad. Although the green drink “Pakola Ice Cream Soda” is anonymous with the

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name Pakola, but that’s not all, Pakola gives sensation by bottling other fruity flavors namely
Pakola Orange, Pakola Lychee, Pakola Raspberry, Pakola Fresh Lime, etc.
Problem
Its very inception, this business has ‘no eyes’ no ears’. No marketing intelligence, no market
research, and virtually zero market feedback, and almost absolute consumer ignorance are at
the very core of this business which has amazingly continued to survive.
Pakola is Pakistan's national drink, but it might be spread all over the globe. It’s the only
Pakistani soft drink, which is available in North America, Africa, Europe, the Far East, India,
Afghanistan, and the Middle East. But still, it is not as famous as it needs to be. Due to some
famous giant competitors i.e.: Pepsi, Coca Cola, Fanta, etc. at international and at national
Engro's entry into the food and beverage and some it's weaknesses like it have a weak
distribution, ineffective marketing, no proper organization or management structure, lack of
professional employees, centralized decision making, etc.
Analysis
They need to work on their weaknesses by improving their management structure and hiring
well-skilled and technical employees. They strongly need to do market research, market
intelligence, and consumers survey. They need to make a competent distribution set up and
introduce a diet version of their already existing products.
Solution
Make strong management as it is the pillar of every organization and hire skilled and
technical employees because employees have the power to lead the organization to a better
place in the market. Improve the product according to the consumer needs and most
importantly effective and attractive marketing can help the product stand out in the market.

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Hico
Object
Founded in 1952, Hico was the first ice cream company in Pakistan. The operation started as
a small tricycle vending business with hawkers roaming the city of Lahore. The Hico jingle
attracted both children and adults to devour what was at that time, Pakistan’s only ice cream
company.
Over the years, the operation slowly, but steadily expanded. In the early 2000s, the business
was industrialized, with a shift of focus from distributing products through tricycle vending to
selling them at retail stores. This shift brought about a massive increase in demand,
compelling the organization to completely overhaul its supply chain. Small batch operations
were transformed into faster and more efficient continuous processes. Warehouses and
distribution hubs were opened in the major Pakistani cities. Refrigerated reefer vans were
procured to ensure that the ice cream stayed at the optimal temperature from the factory to the
warehouse to the retail outlet.
Hico is now available in 3000+ outlets across Pakistan and is aggressively expanding to new
cities. From a production capacity of a few hundred liters in the early 2000s, we now have a

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production capacity of over 50,000 liters per day. Our goal remains the same: produce the
best quality dairy ice cream in the country.
Problem
The primary weakness is their weak marketing, distribution, and limited resources. Hico
primarily serves the Lahore market and has very limited availability in other major cities.
Become out of stock at the peak season of the summer due to short supply. Their Major rival
is a multi-national company like Walls, which has extensive distribution and marketing
system, international experience, and R & D. Offering limited varieties in their product as
compared to their competitors. Walls is one of the biggest names in ice cream which not only
distribute their products internationally but also had total control over the local market.
Introduction of new products and flavors from their competitors like Walls.
Analysis
They must work on their distribution by extending their availability on other and existing
cities and marketing systems by doing market research and consumer surveys for improving
the product according to the consumer's need.
Solution
Ice cream is a favorite dessert for many people. For Hico ice-creams there is a large untapped
market to grow its business. They must improve and update their systems in the means of
marketing and distribution to take their place in the market.

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References
http://webhome.auburn.edu/~rotfehj/clutter.html
https://sendpulse.com/support/glossary/advertising-clutter
https://www.nielsen.com/us/en/insights/article/2012/cutting-through-the-clutter-5-
characteristics-of-winning-tv-ads/
https://pdfcoffee.com/38422878-pakola-marketing-plan-pdf-free.html
https://pdfcoffee.com/strategic-management-a-case-study-of-pakola-pdf-free.html
https://pdfcoffee.com/pakola-strategic-report-pdf-free.html
https://pdfcoffee.com/pakola-report-pdf-free.html
https://hico.pk/
https://pdfcoffee.com/marketing-planning-hico-icecream-pdf-free.html
https://dokumen.tips/reader/f/hico-ice-cream