Introduction Media is an important area of study since it has the power to represent what is socially acceptable’ (Carter & Steiner 2004). Media content influences the way we perceive reality and also contributes to transmitting shaping gender roles. Despite their crucial role in our modern high-tech society, men are not represented in the media according to their number, to their social involvement, to their real life. There is a gap between what the reality of men’s and women’s lives in Pakistan
the way of attracting their customers, communicate with their target audience, choosing the right media strategy to reach each of their target customers and influence their buying behavior. So the advertiser has to select every effective medium that can be used to reach the target potential buyers and deliver the advertising’s message; and some of the commonly used media for advertising are television, newspaper, billboard, business periodical, internet, carrier bags, magazines, radio, etc. because
et al. (1994) finds a large loyalty effect, in which a buyer is likely to purchase the same brand as was bought on the previous shopping trip and that advertising does little to change the repeat-purchase probabilities of consumers that have just purchased the brand. Ackerberg (2001) constructs a binary logit model to show that Advertising’s effect on inexperienced consumers is positive and significant, whereas advertising has only a small and insignificant effect on experienced consumers. He also