The Impact of Advertisement on Mutual Funds Awareness: A Case Study of Arif Habib Investment Limited

Sarmad Jan,Rabia Shah,Sana Tariq

doi:10.31529/sjms.2016.1.02

Abstract

The critical role of advertising is to generate awareness about organization offerings regardless of the industry in which it is operating. Advertising and its effectiveness on mutual funds products in terms of awareness is studied in this paper. Arif Habib Investment limited was taken as case to investigate the impact of advertising on its funds awareness. Employees were interviewed for this purpose. Due to the investigative nature of the research qualitative research technique is used by the researchers. The studied showed that advertisement has positive impact on the attentiveness of products offered by mutual funds among patrons. The significance of advertising in generating brand awareness in financial sector is revealed during the course of the study.

Highlights

In order to build good connection with customers, companies must do more than just producing good products, pricing it appealingly and making it available in market
Dissemination of information; advertisement can have positive impact on awareness of those funds which are not advertised as investor inquires about funds which were not advertised
The effectiveness of advertising on mutual fund product awareness was observed by researchers in this paper

Summary

Introduction

In order to build good connection with customers, companies must do more than just producing good products, pricing it appealingly and making it available in market. It is significant for organizations to correspond their brands to target audience and it should be done with precision and effectiveness. The decisive role of communication is constructing profitable relationship with customers (Kotler, Armstrong, Wong, & Saunders, 2008). Imperative role performed by advertising is informing clients about the benefits of organizations products and services. Companies working in consumer goods markets and financial markets have realized the significance of advertising and mostly depend on advertising to communicate with their consumers, consumer try those products which are advertised on regular basis as advertising helps them in reminding about company‟s offerings and it keep them fresh in their reminiscence (Shimp, 1997).

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Conclusion