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Dawn-Aurora Marketing & Advertising Conference

Ref: APNS/2010/24                                         January 26, 2010


To:      All Member Publications.


“Sub:  Dawn-Aurora Marketing & Advertising Conference

March 20, 2010 – Darbar Hall, Sheraton Hotel, Karachi.


We have been approached by Mr. Masood Hamid, Director Marketing, Daily Dawn, Karachi to circulate following information to APNS member publications:


Dear Sir,


On March 20, 2010, Dawn and Aurora will be holding a high profile marketing and advertising conference on the changing dynamics of consumer response to advertising.


Indeed, the combined effects of the economic downturn and inflationary pressures have created a fundamental change in how consumers perceive and respond to brands. Where once impulse and emotion went hand in hand with logic in making purchasing decisions, today increased awareness coupled with a heightened sense of caution have turned Pakistan’s once free spending consumers into conservative and demanding buyers.


This new breed of aware and cautious consumers is also wary and increasingly resistant to advertising, empowered as they are by the rise of social media networks which are giving them  access to impartial viewpoints and peer opinions. As a result, these consumers demand to be active participants in the brand communication, dictating their preferences and insisting that what they want is noticed and catered to.


What are the rules of engaging with this new and savvy consumer?

Here is a taste of some of the burning questions that will be addressed at the Dawn-Aurora Marketing Conference:


  • How do brands ensure consumers are getting the all-important ‘value’ they are demanding from their purchase?
  • What must advertising agencies do to develop ideas that truly cut through the clutter and stick in the hearts and minds of consumers?
  • Within the specificities of the Pakistani media and consumer contexts, how can digital and new media engage with consumers?
  • How can media and marketing personnel tailor strategy to take into account the new consumer’s changing media consumption habits?


Held over one day, this Conference will bring together specialists from across the communications spectrum to address these issues and other pertinent issues.”


Thanking you,


Yours faithfully,





( Dr. Tanvir A. Tahir  )

Executive Director, APNS