IJSRP, Volume 6, Issue 12, December 2016 Edition [ISSN 2250-3153]
Saima Akhter, Kamran Khan, Syed Karamatullah Hussainy, Eesar Khan
Words play a vital role in our everyday lives. They pursue, convince and change opinions. A good marketer is one who knows how best to get his products understood, sold and owned in future. This is where advertising steps in with its copywriting techniques and creative wordplay to access a wider market than otherwise. This study mainly focuses on print and electronic ad campaigns and the creative use of copywriting for brand identification. 515 respondents accurately filled questionnaires; P-Value for copywriting variable is less than the value for the level of significance which is 0.05 proving that the copywriting efforts of the brands have a powerful influence over consumer base in Pakistan. This study is thus useful for most brands that do not focus much on their copywriting, slogans, jingles and product descriptions and is a point of thinking for those who completely ignore the cultural influences of this market.