Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to...

The research investigates the advertising effectiveness on brand judgment and consumer preferences in Pakistan. Advertising is often seen as an efficient but sometimes ineffective external influence on buyer behavior in making the purchase decision. Marketers are therefore seeking ways to make...