COMPARISON BETWEEN PAKISTAN AND UK

Comparison between Pakistan and UK Nostalgic Advertisement



Comparison between Pakistan and UK Nostalgic Advertisement

Introduction

Many people in the world who live across their countries and have huge amount of love for their respective country. They are genuinely connected through their country via media and internet. Media is the only easiest and most entertaining way to connect with the people of their homeland through their cultural programs, favorite actors and sometimes the nostalgic advertisements play an important in reviving the old times of the people when they were in their homeland. This has become an important factor even the manufacturers use to play nostalgic advertisements to attract the customers (Janiszewski, 1998). A small study has been done to analyze whether the nostalgic advertisements help the brand loyalty towards the product or whether the product through nostalgic advertisements are being sold easily and the people attracted towards it.

The study also contains a review and analysis of retro products and their importance i.e. how people are willing to buy retro products even in the presence of new products and the analysis of unique marketing technique through retro products marketing (Kardes, Steven, and Marie 2004). A comparison has been done on Pakistan and UK markets to analyze the importance of nostalgic advertisements and retro products through a survey of 193 respondents who belongs to either Pakistan or UK, therefore a good analysis can be observed as the survey contains only the required region respondents and also both the countries focuses either little or more on nostalgic advertisements and retro products.

An Overview of Nostalgic Advertisements and Retro Products in Pakistan and UK

From the past studies it has been observed that a little amount of work has been done to promote nostalgia advertising because people are certainly ignoring its significance in the academic fields especially. Holbrook and Schindler note that “nostalgia has received relatively little attention from academicians in general and from scholars devoted to the study of consumer research in particular” (1991, p. 330). The research in this field shows that nostalgia advertisements contains a wide range of categories which shows nostalgic expressions that certainly attract people and therefore these advertisements create more positive attitudes for the advertisement and also influence the brand as well (Muehling and Sprott, 2004; Pascal et al., 2002).

The retro products are old products which are newly designed according to the new techniques to attract the customers and the customers usually pleased to see such products in the market. The manufacturers usually introduce retro products to gain attention of the customers as such customers have old ties with some products and their re-arrival in the market certainly makes them happy and willing to buy (Ariely, 2000).

Data Collection and Methodology

The core objective of the study is to analyze the comparison between the Pakistan and UK advertisement markets for using nostalgic ads and retro products. A sample of 193 respondents has been collected and they have been asked different questions about the ads and retro ...