Abstract:

The paper introduces the 'duality of economies' prevailing in developing countries such as Pakistan, and the general implication for advertising and media research. The co-existence of two management cultures and modernity amidst poverty creates opportunities for the emergence of certain services yet also creates tensions for service providers as they exist in poverty but service a management socialised to work at much higher levels of prosperity. The focus becomes sharper when it comes to providing a modern television audience measurement service for the advertising and media community in Pakistan. The paper focuses on a case study on the development of this service, and the 'ground realities' in setting up this service in Pakistan. By the application of practical methodologies, the paper shows three critically important areas for enhancing the chances of success: educating stakeholders through effective marketing; harmonisation of the measurement panel through testing; and acceptability of the service through equitability and accreditation.