Open AccessPuffery Advertising in Media Industry of Pakistan: A Study of Professionals Perception
Author(s) -
Tariq Nawaz,
Abdul Wajid Khan
Publication year - 2021
Publication title -
journal of accounting and finance in emerging economies
Language(s) - English
Resource type - Journals
eISSN - 2519-0318
pISSN - 2518-8488
DOI - 10.26710/jafee.v7i1.1798
Subject(s) - originality , advertising , perception , agency (philosophy) , value (mathematics) , business , quality (philosophy) , advertising account executive , qualitative research , marketing , psychology , online advertising , sociology , mathematics , computer science , social science , the internet , philosophy , statistics , epistemology , neuroscience , world wide web
Purpose: Puffery advertising is defined as advertising or promotional material that makes broad exaggerated or boastful statements which may mislead the consumers in developing their opinion or making purchase decisions. This study was conducted to explore the practice of puffery advertising in media industry of Pakistan and analyze the professionals’ perceptions about how it may influence the advertising industry.
Design/Methodology/Approach: This study was conducted by getting the empirical data from major Pakistani advertising agencies. Both qualitative and quantitative research methods were used in this study. Amalgamation of different qualitative and quantitative techniques was ensured. Maximum quality of data was ensured by using both techniques.
Findings: The study has been successful in digging out the possible issues and solutions related to puffery advertisements in the Pakistani advertising industry.
Implications/Originality/Value: The results implicate that professionals are aware of this phenomenon, however, novice firms are involved in puffery advertisements. More awareness and responsible behaviors related to puffery in advertisements needs to be acculturated among professionals in advertising industry in Pakistan. The study has discussed the role of media regulating agency to take necessary measures to overcome such practice.