Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award



Akhtar Mehmood

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

This study is being conducted to complete my EMBA degree, 2011 (CM-VII) as a mandatory requirement.

Making Tv commercials and making an impact has always been very daunting for Advertising agencies and Brand Managers. Consumer insights and neuro- marketing studies in the last 5 years have indicated “emotions” being a very important element in giving Ads the required “efficacy” and “compelling” consumers to buy a “Brand” in a cut throat competition.

This study further concludes upon this aspect of emotional branding. This study has been conducted at KARACHI where a sample size of only 100 participants was collected due to time and financial constraints.



Available for download on Tuesday, December 31, 2030

The full text of this document is only accessible to authorized users.