Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Dr. Huma Naz Siddiqui Baqai, Associate Professor, Department of Social Sciences

Project Coordinator (Internal)

Dr. Nasir Afghan, Asad Ilyas


Mr. Noaman Asar, National Planning Director, JWT

Project Type

MBA Research Project

Keywords" title="">JWT Brand, Advertisements, ATL and TTL, Marketing campaign, Consumer Empowerment

Abstract / Summary

This project is directed towards identifying the changing consumer behavior of the Pakistani youth when it comes to Drastic Change. The scope of this project was to confirm the initial findings of an exclusive research conducted by JWT in june 2012, which indicates that Pakistani youth requires a drastic change through peaceful means. The Implication of this study will then be applied in the advertisement and branding in context of Pakistan. Our main objective is to categorize the various factors that brands can use as a change embracer or a change initiator in terms of marketing for a stronger brand positioning. The advertisements (ATL and TTL) conducted in all over the world especially in developing countries and the markets where social issues are at its peak were studied. Research includes both above and below the line marketing campaign and the empowerment of the consumer will be focused upon.

Previous Versions

Aug 19 2022

Available for download on Tuesday, December 31, 2030