1. INTRODUCTIONAdvertising is a type of marketing communications tool intended to inform and persuade potential audiences to take action in purchasing a product or service. The purpose of advertising is to create awareness of the advertised product or service and provide information that persuades the consumer to take action and make purchasing decisions, not only to buy but to repurchase and ultimately create brand loyal customers (Ayanwale et al., 2005). In today's highly competitive market, marketers face challenges in developing effective television commercials and therefore must think beyond informing, educating and facilitating customers. As competition increases, so does the need for effective marketing communications, and marketers are finding new ways to cut through the confusion and generate response and action from potential consumers. According to a survey by Gallup Pakistan, TV advertising spending increased during 2009. The top 10 brands advertised on TV accounted for 22% of the total advertising share in October 2009. Annual TV advertising spending estimated by Gallop Pakistan and Aurora was 14.80 billion and 13.31 billion rupees respectively. The telecommunications sector was the most advertised product category with a value share of 28%. These reports evidently demonstrate that Pakistani companies, especially the telecom sector, are spending a huge amount of their budget on advertising and brand management to capture as many potential consumers as possible and increase their market share. Mobile phones have become the basic need of every individual in the past. 15 years. The development of cell phones has brought the market to a state where the basic need for communication is effective...... middle of paper ......dle River, NJ: Pearson Education.Kotler, P. & Keller, K. L. (2006). Marketing Management, 12th Edition. Upper Saddle River, NJ: Pearson Education.Mehran, AK (2009) Telecom Industry Shows 20% Revenue Growth in the Year 2008-2009. Website: http://www.pta.gov.pk/index.php?option=com_content&task=view&id=1332&catid=92&Itemid=301 (December 23, 2009)Saffer, H., & Chakoupka, F. (2000). The effect of tobacco advertising bans on tobacco consumption. Journal of Health Economics, 19 (2000) 1117-1137Simões, L. & Gouveia, L. (2008). Consumer behavior of the Millennial generation. III Advertising and communication days. Advertising for consumers in Sec. XXI. UFP. Porto. April 10.Tian, ​​​​K. (2008). What do Chinese customers like? Content analysis of Chinese newspaper and TV advertising. School of Arts and Sciences, University of Pittsburgh.