Animation is an effective tool in marketing, Promotion of animation in market

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TABLE OF CONTENTS
TABLE OF CONTENTS..........................................................................................................1
CHAPTER # 1..........................................................................................................................7
Introduction..............................................................................................................................7
History & Background of Animation:.......................................................................................8
Different Eras of Advertising in Pakistan .............................................................................8
Era I: 1947- 1964 .................................................................................................................8
Era II: 1964-1978 ..................................................................................................................8
Era III: 1978 – 1988 .............................................................................................................9
Era IV: 1988-1998 .................................................................................................................9
Era V: 1998-2008 ................................................................................................................10
Era VI: 2008 and beyond ...................................................................................................11
Definition & scope of animation:............................................................................................11
Definition by John Smith.....................................................................................................11
Alexander James.................................................................................................................11
Purpose of animation..........................................................................................................12
1. Educational animations ..................................................................................................12
2. Informational animations ...............................................................................................13
3. Recreational animations ................................................................................................13
4. Commercial animations .................................................................................................14
Animation for Advertising ..................................................................................................14
• A type of animation material where greater quality is required and expected ...............14
Animation for the Web ......................................................................................................15
Project Objectives: .............................................................................................................15
The project is intended to introduce the effective use of animation industry as a tool of
marketing determines the scope and of the animation industry........................................15
Describe the structure of the animation industry...............................................................15

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Determine the existing and potential markets for the products and services of the industry
both locally and abroad. ....................................................................................................15
Present an action plan to enhance the growth and competitiveness of the establishments
in the industry, particularly in the areas of (a) marketing, (b) Production, (c) Human
Resources (d) finance (e) Laws / Industry Governance (f) Performance monitoring scheme.
............................................................................................................................................15
CHAPTER # 2........................................................................................................................16
Structure of animation industry..........................................................................................16
Factor conditions in Pakistan..............................................................................................16
Human resource:................................................................................................................16
Scope of research................................................................................................................17
Types of Animation:............................................................................................................18
Three basic types of animation...........................................................................................18
1. Cel Animation..................................................................................................................18
The cel is an effective technique that helps to save time by combining characters and
backgrounds. You can also put the previous drawings over other backgrounds or cels
whenever required. Here, you need not draw the same picture again as it has the facility
of saving previous animations that can be used when required. Coloring a background
may be a more difficult task than a single drawing, as it covers the whole picture.
Background requires shading and lighting and will be viewed for a longer duration. Then
use your camera to photograph these drawings. ..............................................................19
Today Cel animations are made more attractive by using the drawings together with
music, matching sound effects and association of timing for every single effect. E.g. To
display a cartoon show, 10-12 frames are played in rapid succession per second to give a
representation of movement in a Cel animation.
2. Stop Animation...............................................................................................................19
3. Computer Animation......................................................................................................20
Computer Animation is the latest technique that includes 2D and 3D animation. These not
only enhance the hand-drawn characters but also make them appear real as compared to
the above mentioned animations.......................................................................................20
2D Animation:.....................................................................................................................20
It is used through PowerPoint and Flash animations. Though its features are similar to cel
animation, 2D animation has become popular due to simple application of scanned
drawings into the computer like in a cartoon film..............................................................20

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3D Animation:.....................................................................................................................20
Animation Industry.............................................................................................................20
Technology..........................................................................................................................21
Graphics Tablets:................................................................................................................21
Motion Capture:.................................................................................................................21
Render Farm:......................................................................................................................22
Editing suite:.......................................................................................................................23
Digital Intermediate (DI).....................................................................................................23
THE STAGES OF PRODUCTION........................................................................................24
Production Process for General Animation ........................................................................24
1. Conceptualization ..........................................................................................................24
1.2. Story Boarding.............................................................................................................25
2. Pre-production ...............................................................................................................26
3. Production .....................................................................................................................27
CHAPTER # 3........................................................................................................................35
4 P’s VS 4 C’s.....................................................................................................................37
...........................................................................................................................................37
1. Communication ..............................................................................................................38
2. Sound .............................................................................................................................38
3. Sight: ..............................................................................................................................38
4. Information ....................................................................................................................38
5. Paid For .........................................................................................................................38
6. Persuasive ......................................................................................................................38
7. Animation Medium.........................................................................................................39
................................................................................................................................................41
Marketing process: ............................................................................................................49
Four major stages:..............................................................................................................49
CHAPTER # 4........................................................................................................................55

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SWOT ANALYSIS................................................................................................................55
Strengths.................................................................................................................................55
Weaknesses.............................................................................................................................56
Opportunities..........................................................................................................................56
Threats....................................................................................................................................56
CONCLUSIONS....................................................................................................................57
RECOMMENDATIONS........................................................................................................57
Education:-..........................................................................................................................58
Local culture content to be promoted in animation ..........................................................58
Tax exemptions for hardware import.................................................................................58
Soft loans for industry.........................................................................................................59
APPENDIX A.........................................................................................................................59
Questionnaires of animation industry as an effective promotion tool in marketing..........59
APPENDIX B.........................................................................................................................61
QUESTIONARIES DIAGRAMES OF PROMOTION OF ANIMATION ADVERTISEMENT IN
MARKET..............................................................................................................................61

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ACKNOWLEDGEMENTS
First and foremost I offer my sincerest gratitude to my supervisor, Col (Retd) Khawar Munir
Haroon (Sitara-e-imtiaz), who has supported me throughout my thesis with his patience and
knowledge whilst allowing me the room to work in my own way. I attribute the level of my
Masters degree to his encouragement and effort and without him this thesis, too, would not
have been completed or written.
This research project would not have been possible without the support of many people.
The author wishes to express her gratitude to her supervisor, Prof. Col (Retd) Khawar Munir
Haroon (Sitara-e-imtiaz), who was abundantly helpful and offered invaluable assistance,
support and guidance.
Special thanks also to all friends, especially group members & teacher for sharing the
literature and invaluable assistance. Not forgetting to her best friends who always been
there.

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CHAPTER # 1
Introduction
Of all the uses that computers can be put to, probably, the most interesting, exciting,
and challenging to graphic artists is animation. From television commercials to
major Hollywood blockbusters, it is used to produce highly distinctive images that
can intrigue, impress, and dazzle the viewer. It is one of the brighter things in
the world these days. Graphic artists are more interested in visual effects because
it is one way of treating projects with distinctiveness and innovativeness.
Animation is the process of giving the illusion of movement or life to
cinematographic drawings, models, or inanimate objects. Animated drawings
predate cinema proper.
Animation, the art of movement, is a way of making inanimate objects move. This
may be materialized by sets of drawings which are photographed in sequence on
successive motion picture frames. These photographed drawings when run in film
produce smooth flowing and continuous actions. Throughout the years, animators
together with producers have thought of several ways to be able to improve its
quality and substance. Animation ended into a highly sophisticated art form and
motion picture technique, as well as an effective way for communications, as certain
techniques and equipment were developed.
Animation software’s are developed to help people create their own visual effects.
Computer animation became known in the 70s when foreign filmmakers used
the computers as an aid for creating sci-fi objects and special effects. The
filmmakers of Star Wars, Indiana Jones series, Star Trek, etc. invested large
amounts of money on computers and software’s. The computers, mostly graphical
workstations, were designed to generate and simulate real-life images. As a result,
filmmakers became very much impressed on the performance and the quality
of results computers generated in filmmaking. Furthermore, computers produced
more impressive art pieces.

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History & Background of Animation:
Different Eras of Advertising in Pakistan
The Pakistan animation industry encompasses both 2D traditional, and 3D
animation, as well as visual effects for feature films. Although Pakistani's film
industry has a long history, it is a relative newcomer to the world of animation.
Era I: 1947- 1964
Before the independence, there were very few ad agencies based in Pakistan as most
of these agencies had their head offices in India. After the independence of
undivided India, few independent agencies started experimenting with the available
medium of communications at that time. Newspapers were one major channel of
communication for such commercial purposes. The noticeable thing in this
advertising was the images of female characters and the choice of words in the
1950’s the advertising used to use the characters and images giving the sense of
patriotism. The dressing of man, woman and child and public service messages all
have a patriotic touch to have an emotional impact over the consumer. Tag lines
always had been the most memorable part of these prints. Tibet soap’s “twice as
beautiful”, West End Watch Co’s “Trains Don’t Wait”, Pakistan Railway’s “Don’t
Rob the Nation”, Habib Bank “Mera bhi to hai” (it is mine also) famous radio
advertisement ; are few good examples of taglines used.
Cinema Advertising began in early 1960 which was also the start of the golden era
of Pakistan cinema industry that kept growing for a decade. The best trend ads of
that time are from Lipton, Dalda and Surf.
Era II: 1964-1978
Advertising trends changed after the arrival of television PTV. Pakistan’s state
owned television. PTV started broadcasting in November 1964. With this new
media tool focus immediately shifted towards this medium to capture the viewers in
urban areas. In the 1960’s PTV and radio Pakistan attracted masses and with this
new technology new trends evolved and ads based on classic movie songs and
featuring movie concepts started to appear as the advertisements of popular brands.
The most memorable of these ads are Lipton’s “Chai Chahye”. Pakistan Advertising
Association (PAA) was established in the year 1973 and was registered with the

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Ministry of Commerce, Government of Pakistan. This Association was also the
member of the Federation of Pakistan Chambers of Commerce and Industry FPCCI,
as is Advertising Association of Pakistan (AAP) currently.
Era III: 1978 – 1988
As the only televised broadcasting channel of Pakistan PTV grew, so as its
viewership expanded and in return it became the most effective and efficient
channel for advertisers. Now with the introduction of color TV in the country the
new horizons of advertising opened. Due to the attractive nature of this medium the
competition geared up to take advantage over the competitors. In 70’s and 80’s
PTV dramas (soaps) became extremely famous in Pakistan and neighboring. At this
stage new international ideologies of limited time frame was introduced and hence
competition grew among the advertisers to get these specific time slots. Viewer’s
habit of sitting in front of screens came under study and gave new scientific basis to
advertising professionals to understand and develop the new concepts of consumer
behavior. Many international advertising agencies started to step into the Pakistan’s
ad industry and went into joint ventures, mergers or partnerships to get a foot into
the market.
The trademarks of the advertisements in this era were the quality of pictures,
selection of songs and music themes for the product recall. The best trend ads of the
time were produced for Dentonic: “Aik chutki Dentonic Ki Chutki bajatay hee”.
Naaz pan Masala’s: “Meri Muthi main band Hay kia,(whats do I have in my palm)
bata do na, (Please guess) Naaz pan masaala” (Naaz pan Masaala), Naurus: “Bhool
na jaana Phir Papa” (Please don’t forget again Papa), Cherry Blossom, Mitchell’s
Jubilee, Binnaca toothpaste, Kiwi Shoe Polish, and others.
Era IV: 1988-1998
With new computer based technologies and graphic arts it greatly impacted the way
of advertising in the late 80’s and last decade of the 20th century. The new
graphically animated ads quickly attracted the viewer ship due to its uniqueness and
this pushed the whole industry to shift focus to these emerging ways of appealing
the television viewers. Thematic animated TVCs became the first choice of
advertisers. The new ideologies based on relation between product, quality and
nature emerged and the advertisers focused on integrating these three themes in

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short conceptual art work. More innovative ideas swamp across the screens. In 1983
PTV sports division was established and that immediately became the golden mine
for PTV.
All the international matches were vastly sponsored by multinationals. The sports
figures became icons and cricketers, hockey players suddenly started appearing in
ads very frequently. Wasim Akram, the famous Pakistani cricketer appeared in a
social ad against smoking as his pitch in that ad is still in fame. “Nahi main cigarette
nahi peeta” (No I don’t smoke), State Life Insurance of Pakistan “A Khuda meray
abbu salamat rahain”, Metro Milan Agarbati.
The colored print ads started appearing in newspapers in this same phase. On the
other hand new flex printing was introduced at the end of this era that became a
popular outdoor medium due to cost effectiveness.
Era V: 1998-2008
The new modern advertising effects were introduced with visual effects. Many
world class brands adopted the use of visually and acoustically catching effects
other than tag lines and animations. Due to overload of mass advertising by all
businesses, advertisers needed to keep the identity and this brought the concept of
“Short concepts create fames”. This was the time when the advertising industry
started archive records of events and activities being done in this arena. Industry
growth increased 500 times in term of talent and man power. Celebrity endorsement
converted into brand ambassadorship. This new development was heavily relying
on sport celebrities due to absence of strong media personalities. Indian crew and
technology was vastly hired for the creation of Pakistani.
The ad industry based upon Co-production with India became a reality and
international players played a vital role in binding the two distinct but
geographically close, culturally similar markets. PEMRA was established in
2002.that started issuing licenses to new broadcasting channels and suddenly there
was a huge pool of channels covering each and every geographic and demographic
region. The postal stamps also became a new medium of advertising among banks
and oil companies like MCB, Habib Bank, Shell, and PARCO etc.

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Era VI: 2008 and beyond
In 2008 Indian faces become brand ambassadors for Pakistani market, like Katrina
Kaif. Modern animation techniques and Indian production created the final shape of
Pakistani TVC like Safeguard through the character of Commander Safeguard, Low
budgeted advertising industry shaping up with low rates and sub-standard
production quality. However Pakistani celebs remain the ambassadors for the local
consumer market. The best trend ads of this time come from Walls Badami, Zong
mobile service, Lux bath soap, Head & Shoulder shampoo, Ufone, Jazz, Tarang tea
whitener etc. Pepsi introduced an amazingly innovative advertising campaign and
tagline; the pitching point was, “Pepsi per paanch rupee kis na kam kiyay” (who cut
the price of Pepsi by 5 rupees).
Advertising industry today these days not a single aspect of our lives remains
untapped by advertising. Popularity of a TV programs are normally judged directly
proportional to the length of commercial breaks. A popular sixty (60) minutes
program usually holds fifteen (15) minutes of advertisements. This ratio was 1/10
just a decade back. Similarly the success of any print media can be judged as the
number of advertisements acquired and published in these dailies, weeklies or
monthlies. At this moment Pakistani ad industry can easily be segmented on four
categories: (a) pure Pakistani - low budgeted, (b) pure Pakistani - high budgeted, (c)
Co production between India and Pakistan – high budgeted, (d) pure Indian - very
high budgeted. At the end of 2010 the advertising spend in Pakistan is 30.0 Billion
Rupees (approximately 350 Million US Dollars). TV advertising claims 58% of the
Total Advertising Budget in the country and shows the relevance of TV as the most
popular medium of communication in Pakistan. Other media include print (24%),
Radio (4%), Outdoor (9%), and other media (5%).
Definition & scope of animation:
Definition by John Smith
“Animation is the non personal communication of information usually persuasive in
nature about products, services or ideas by identified sponsors through the various
media”.
Alexander James
“Animations are a non-moral force like electricity which not only illuminates but

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also electrocutes. In fact, its worth to civilization depends upon how it is used”.
Animation adds visual impact. Persistence of vision allows a series of separate
images to blend together into a visual illusion of movement. Moves an object along
a predetermined path on the screen the path can be a straight line or have a number
of curves, starts with key frames (the first and last frame of an action). The series of
frames in between the key frames are drawn in a process called tweening. Tweening
requires calculating the number of frames between key frames and the path the
action takes, and then actually takes, and then sketches a series of progressively
different outlines.
Purpose of animation
Animation can be a very powerful way of attracting a viewer's attention; it
communicates complex ideas and presents information on the World Wide Web.
There are different aims and purposes for creating animated content. The purposes
for animated content can be to educate, inform, sell, entertain, or to provide
cosmetic elements for a page.
Animations are usually designed to appeal to specific audiences to fulfill a specific
purpose. The effectiveness of an animation can be judged by how well it meets its
objectives. It is important to identify and consider the purpose of the page and if
using animated content is appropriate. Impress potential clients. Including animated
content on a page should be carefully considered and provide value to the user.
1. Educational animations
There are various e-learning websites available in different subjects and learning
levels. Including animation within the e-learning content is an effective way to
engage the user and encourage them to learn independently.

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Interactive educational games, quizzes and other learning tools are used to aid and
consolidate the learning process using animation, “children develop skills and
competences in storytelling, visual communication, cognition, emotional ethic and
aesthetic aspects, observation and sensitive aspects, concentration, and problem-
solving and innovative aspects.”
2. Informational animations
Animations can be used to inform. The use of sound, animations, video and
interactivity can make finding things out easier and more user-friendly. Instead of
using static images and text an animation can be used to demonstrate how a device
works.
3. Recreational animations
There are various websites for leisure purposes, for example online games and
entertainment sites. Entertainment in the form of a game or a comic strip often uses
animation to entertain the viewer and keep interest. This type of animation can be
irritating for viewers when it is not required and is not appropriate for most business
or informative websites.

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4. Commercial animations
There are lots of e-commerce websites available allowing people to purchase items
online. Animations used on these sites tend to be in the form of advertisements
where the animator may include persuasive text, videos or photographic content in a
commercial manner to promote a particular product or company. Again, being
aware of the audience and ensuring the product is promoted in a way that suits the
needs of the audience is vital to gain a wider customer base.
Animation for Advertising
• A type of animation material where greater quality is
required and expected
• This is one major execution style in advertising
production
• Material ought to be more refined, defined, and vivid
because of the nature of the medium where products

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advertised have a more limited exposure, hence, the need to show something of
superb quality in so short a time.
Animation for the Web
Needs lesser frames and the manner for which such animation Material is structured
become dependent upon the bandwidth of the user.
Project Objectives:
The project is intended to introduce the effective use of
animation industry as a tool of marketing determines
the scope and of the animation industry.
Describe the structure of the animation industry.
Determine the existing and potential markets for the
products and services of the industry both locally and
abroad.
Present an action plan to enhance the growth and competitiveness of the
establishments in the industry, particularly in the areas of (a) marketing, (b)
Production, (c) Human Resources (d) finance (e) Laws / Industry Governance (f)
Performance monitoring scheme.

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CHAPTER # 2
Structure of animation industry
In general, an animation firm in the country is composed of three major
departments: the production, finance, and HR departments.
The HR department is in charge of the hiring, training and development of the
company’s human resources. Finance takes care of the traditional book keeping
tasks like salary computations, recording of transactions, monitoring of funds, etc.
It is also in-charge in the purchase of raw materials. The production department is
by far the biggest, which composes almost 90% of the total company workforce.
Factor conditions in Pakistan
Human capital is of paramount importance in the animation sector. Although
technology plays a very important role, most of the people in the industry classified
this sector as being highly labor-intensive, while some argued that the balanced
between labor and capital is more or less equal.
Human resource:
While the total employment in the animation sector is estimated to be around two
million employees with the potential to exceed 4 to 5 million in near future, the total
employment of three major studios is 220; Sharp Images animations: 100; ICE
Animations: 100; Cult Productions: 20. Another company in game development
sector with a significant employment is Game Ventures with 42 employees.
This shows that these four companies have generated about 54 percent of the
employment in the sector, while the other 46 percent are employed by a large
number of smaller studios and freelance setup throughout the country.
Due to lack of awareness about animation in our society, the long and demanding
work hours, the animation sector is very highly male dominated. Average education
of the workforce is intermediate. Technical personnel, who are relatively few in the
market, generally have a Bachelor degree in computer science or a related field.
Vocational skills and competence are quite robust for the local and regional markets.
Most of the workers are either self-thought or have received in house training at one
of the bigger studios in the market. This is reflected in the studios budgets as well,

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which show a significant portion being spent on training the fresh recruits. Keeping
in view the exorbitant costs of training new recruits, coupled with the failure of
academia to produce work ready graduates in this field. Sharp image Animation has
set up a purpose built, in house animation school that is open the public for a
competitive fee. ICE animation is also working on a similar plan.
Pay scales range from very low to very high. Since formal education plays a very
little part, pay scales are generally determined on the basis of the individual’s skill
lever and experience.
In absolute terms, however, the industry is widely seen as offering very low
salaries. Some people have described the animation workforce as being
“overworked and underpaid”. This is one of the reasons for brain drain, which is a
major concern of Pakistan’s animation sector. It becomes even more important
because of the small size and the current infancy stage of the industry. Workers have
a tendency to move abroad after reaching a certain level of proficiency in their
work. These thresholds appear to be immediately following a worker’s capability to
compete in the international job market. The most common reasons cited for
emigration include the following:
• Low pay scales in Pakistan
• Personal and financial growth plateaus
• Lack of infrastructures
• Political and economic instability
The most popular destinations amongst Pakistan’s CG (Computer Graphics) artists
are Pakistan, India, China, Germany, UK, USA, Denmark, and Singapore.
Scope of research
In Pakistan, animation sector is not defined as such. In order to conduct our research
effectively, we defined our scope of research as follows:
“The companies that have a prominent presence in the market; are involved in
production of 3D animated content from concept to completion, and we took a
tangential look at the game development sector as well”.

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The reason for focus on prominent companies was the fact that this sector is very
informal and there is a complete lack of documentation. A large number of small
studios and freelancers are operating throughout the country and we did not have the
resources to even estimate the number and locations of smaller studios. But we did
find out that smaller animation studios do not have any considerable contribution to
the sector, but independent game developers are still doing some contributions. But
the numbers are still elusive.
We focused almost on 3D animation because this is the predominant animation
techniques used in Pakistan. The other techniques have a negligible presence, if any.
Types of Animation:
The animation industry can be classified in various ways. Technically, it is divided
into two dimensional and three dimensional animations. 2D is often hand drawn, but
nowadays, is mostly computer aided, which has increased the productivity of artists
by six-fold or more. 3D animation has involved a great deal of advanced computer
software and processing power. Another subdivision, based on commercial
considerations, can be made into feature films and TV (cartoon) serials, as well as
commercials.
Much of American animation is outsourced to be “produced” overseas, in places
like Japan, Korea, the Philippines, and, increasingly, India, Pakistan, the reasons for
outsourcing are often cost and quality, and sometimes, lack of talent. Europe and
Canada also outsource their animation. In Asia there are numerous small studios that
do cartoon series, but much of the high-end animation appears to be kept in the US.
Three basic types of animation
The basic types of animation are cell, stop and computer animation. These three types
of animation are the primary keynote for animation effect.
1. Cel Animation
Cel animation refers to the traditional way of animation in a set of hand drawings. In
this process, various pictures are created which are slightly different but progressive
in nature, to depict certain actions. Trace these drawings on a transparent sheet. This
transparent sheet is known as cel and is a medium for drawing frames. Now draw
outlines for the images and color them on the back of the cel.

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The cel is an effective technique that helps to save time by combining characters and
backgrounds. You can also put the previous drawings over other backgrounds or cels
whenever required. Here, you need not draw the same picture again as it has the
facility of saving previous animations that can be used when required. Coloring a
background may be a more difficult task than a single drawing, as it covers the whole
picture. Background requires shading and lighting and will be viewed for a longer
duration. Then use your camera to photograph these drawings.
Today Cel animations are made more attractive by using the drawings together with
music, matching sound effects and association of timing for every single effect. E.g.
To display a cartoon show, 10-12 frames are played in rapid succession per second to
give a representation of movement in a Cel animation.
2. Stop Animation
Stop animation or stop motion animation is a technique to make objects move on
their own. Here, a few images are drawn with some different positions and
photographed separately. Puppetry is one of the most used frame-to-frame
animation types. Some famous movies that are animated via stop motion effects are
King Kong, The Dinosaur and the Missing Link, The Curse of the Were-Rabbit and
The Lost World.

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3. Computer Animation
Computer Animation is the latest technique that includes 2D and 3D animation. These
not only enhance the hand-drawn characters but also make them appear real as
compared to the above mentioned animations.
2D Animation:
It is used through PowerPoint and Flash animations. Though its features are similar to
cel animation, 2D animation has become popular due to simple application of scanned
drawings into the computer like in a cartoon film.
3D Animation:
It is used in filmmaking where we require unusual objects or characters that are not
easy to display. Use of 3D animation can create a crowd of people in a disaster like
earthquake, flood or war. There are different shapes, support of mathematical codes,
display of actions and colors which are mind-blowing as if copied from an actual
picture.
The above mentioned 3 types of animations have brought a new era of amazing
technology in the field of Internet (website design and graphics), film industry and
media. Many of us can try out making their own animation! In addition, animation is
one of the popular Internets marketing strategies that make visitors stay on your site
for a longer time.
Animation Industry
Animation is the process of giving the illusion of movement or life to
cinematographic drawing, models, or inanimate objects. Of all the uses that
computers can be put to, probably the most interesting, exciting and challenging to
graphic artists is in the field of animation. They are more interested in visual effects
because it is one way of treating projects with distinctiveness and innovativeness.
The paper aims to determine the scope of the animation industry, describe its
structure, determine the existing and potential markets both locally and abroad,
determine the supply capability, describe the quality and quantity of training, and
finally present an action plan to enhance its growth and competitiveness.

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Technology
Most of the functions and jobs in animations don’t require very specialized piece of
hardware and can be completed using a sufficiently power desktop computer.
However, these are some parts of Pre-production and Post-production that does
require specialized hardware to an extent or another.
Graphics Tablets:
Most of the drawing and painting work in pre-production requires to use of digitizing
graphics tablets. The most popular manufacturer of graphics around the world and in
Pakistan is the Japan- based Wacom Co. Ltd, in Pakistan the most commonly used
tablet is Wacom’s mid-range product, intuous. However, Wacom Bamboo also has a
significant penetration in the market due to its lower cost.
Motion Capture:
Animation is sometimes created using motion capture. This is a technique where
“marketers” are strategically placed on a human actor’s body and as the actor gives
out his performance, the locations of these marketers by special purpose cameras and
then transmitted to the motion-capture software running on a connected computer.
This motion data is then transferred to a 3D character. Motion-capture is used very
sparingly in Pakistan.
ICE Animations and Sharp Image animations have their own in house motion capture
facilitates, but are used primarily in situations where a lot of animation needs to be
created in a very short period of time. ICE Animations is using its mocap system
almost exclusively for the production of “Express News” Bankay Mian”, Dunia News
“Syasi Record”. Moreover, Lahore based MindStorm Studios is known to have rented

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a mocap system of r its “Cricket Revolution” game because for the exorbitant of
owing and running a mocap system.
Render Farm:
Rendering is a very processor intensive task, and cannot usually be handled by a
single desktop computer. For this purpose, studios with enough resources need to
utilize “Render Farms”, which are group of a large number of interlinked computers
dedicated to the process of rendering. Render farms are very expensive to setup and
maintain. In the developed markets, there are businesses that specialize in the
provision of render farm services to the producers who cannot afford to own a render
farm themselves. However, no such service providers exist in Pakistan because of the
size of animation industry. Some of the smaller studios are known to make use of
conventional computer networking to provide the needed processor power for
rendering which is not as reliable as the use of a dedicated, purpose built render farm.

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Editing suite:
Editing suite is a complete setup for editing and includes dedicated screens, sound
system and mixer for the precise handling of audio visual data. This system is not
executive to animation production, but is identically used in shoot based production
too.
Digital Intermediate (DI)
Digital Intermediate “DI” as it is commonly referred to is a real time color grading
system. Software based color grading is a time consuming and processor intensive
job, which becomes a bit more difficult because of the time-lag occurring between a
color grader’s treatment and the output he receives from the computer after the long
and complex calculations performed but the system. With DI, the color grading can
see the result of his treatment in real time; improving productivity and performance.
However, the real importance of DI, lies in the fact that it is used in shoot based
projects to convert the data shot on film to the digital format. This process is
extremely important because of the premium picture quality offered by shooting on
film, and the endless possibilities offered by digital post-production techniques.

24. 24
THE STAGES OF PRODUCTION
Animation work rests on artists for the most part, although in high end animation
work, increasingly specialized technical positions are needed. Computers have
allowed the use of new images as computer generated imagery (CGI or CG), a form
of animation that allows artists to draw three-dimensional (3D) images. In traditional
animation, computers have also allowed artists to produce two-dimensional (2D)
images much faster, instead of having to repeatedly outline ink and paint every frame
by hand.
Table: Stages of Production Process for General Animation
Production Process for General Animation
1. Conceptualization
The conceptualization stage starts with an idea to capitalize on an early stage script or
property, or to develop something new. This is eventually fully fleshed out as an idea
and script. Planning is also done at this stage. The script, bible, which details the show
“concept” and main elements, e.g. characters and conceptual artwork are done here.
These are used to create a production plan, including issues of resources, roles,
logistics, schedules, and manning. There are numerous shooting, asset development,

25. 25
and integration schedules to be planned out. By the time the planning stage ends, the
director should have finalized the style and purpose of the artwork.
1.2. Story Boarding
Storyboards are graphic organizers in the form of illustrations or images displayed in
sequence for the purpose of pre-visualizing a motion picture, animation, motion
graphic or interactive media sequence.
Story boards are often used in media planning. Movie makers, television shows and
advertising use a story board in the first steps of production and in sales pitches. They
lay out the flow of the story with rough sketches, usually one or two frames for each
key part of the story. It gives the persons they are selling the production to an idea of
the story in a visual form, rather than having to give them a script.

26. 26
2. Pre-production
Because the cost of making “each take” of an animation scene is far higher than a film
producer shooting an additional take, they cannot reduce risk in the “shooting” period
as done in film. This costlier animated content production means that as much of the
risk has to be minimized up front in pre-production.
In concrete terms, pre-production means getting the idea and script fleshed out in
models, storyboards and finally, story reels. Story reels are a full sequence of the art
conveying the story that can be viewed largely in its entirety.
Scriptwriting
On the basis of the project brief, scriptwriting process crystallizes the story. The entire
story is written down along with narration, dialogues and the visual flow of the story.
Storyboard
The script is converted to visual form by drawing every camera angle of every scene.

27. 27
Concept Art
Every that would be seen on the screen (called “assets”) must be designed in this gap.
Assets are generally divided in three areas: characters, props and environment. Once
the designs are finalized, they are drawn from multiple angles to assist creation in 3d
workplace. These drawing are called “model sheets”.
3. Production
The production phase of animation involves developing the specifications, visual
effects, background paint, and ink and paint (all of which shows the exact look of
each character and background, color, textures and styles. In addition, animation,
visual effects and so on are needed. All these are based on the sequences and look
from the film reels For 3D modeling, where digitized models of each set and character
and developed, layout, rigging consisting of the controls to move face “muscles” and
the like, animation, shading and lighting including texturing, rendering and film
recording are done, usually in sequence, as well as compositing, effects, and other
activities.
A contractor may be found for the production stage. The contractor is usually used for
animation, clean up, visual effects, and digital ink and paint especially for 2D, and for
3D, rendering, composting. If a contractor studio is used for 2D production, they

28. 28
usually need precise specifications like the timing sequence, layout, color, models,
and so on.
3D animation process
Modeling
Based on the model sheets, all the assets are created in 3D space of specialized
computer software’s. This process can be seen as the digital equivalent of sculpting.
Rigging
The 3D models created in the last step are static. Rigging prepares them to be moved
and deformed for the purpose of animation. This is achieved by adding specific
controls to the models that define the range and nature of movements the model
would be able to make.

29. 29
Texturing
This involved adding details, surface texture and colors to the assets. Put the image on
3d model called face texturing, and other body textured with bitmap, jpeg, psd etc
Layout
Assets and cameras are placed in the computer software’s 3D space according to the
guidelines provided by the storyboard.
Animation
Animation is usually thoughts of as the process of adding movement to something.
But it is not as simple. Animators define this process as creating the “Illusion of Life”,
and it is considered the digital equivalent of acting.

30. 30
Lightening & Shading
Scene of projects are lit according to the aesthetics defined in concept art and
storyboard. Moreover, materials and shades and assigned to the assets, which
determine the interaction of light with their surfaces.
Rendering
All the data that is stored in the computer in the form of advanced level mathematics,
calculus and logic must be converted to the images that can be viewed on the
audience’s intended medium. This process is called “rendering”. To ensure maximum
control over the final look of the project, rendering is carried out in a number of
“passes” or layers.

31. 31
4- Post-Production
Animation post-production consists of the visual effects, sound effects, the final
musical score, sound mixing, and color correction. This may also involve editing of
scenes, and even retakes.
Compositing
All the renders passes are combined or “composted” together to create the final look
of the show. Passes enables the team to tweak and touch-up any specific area of the
frame as required at the minimum cost. Last minute touch-ups are done and visual
effects are added at this stage too.

32. 32
Editing
All the camera angles, shots and scene are combined in the final narrative of the show
along with voice- over, sound effects and music tracks. It must be noted that this is
not the only time when editing comes into play,, but it stays active from the
storyboarding stage and helps the directors and supervisors monitor the progress of
the show as a whole.
Conversion
Once the editing is completed, the show is converted to the appropriate format for
release. The commonly used formats include DVD, Beta Cam tape and Digital Beta
Cam tape.

33. 33
FUNCTIONS OF ANIMATION IN ADVERTISING
Animation is one tool which can help a company to achieve goals. It is not the end,
but a means to reach the end. The functions of animation depend upon six objectives.
1. To make product distinct from others.
2. To communicate information.
3. To push the customers.
4. To expand distribution.
5. To encourage brand preference.
6. To reduce sales cost.
ELEMENTS OF ANIMATIONS PYRAMID

34. 34
Scope of Animation Industry in Pakistan
As the scope of animation in Pakistan is very limited, so the professional animator
found their way out and started catering to across the border demand for animation.
Post production work of some Hollywood movies outsourced to Pakistan mainly
because of the acceptable quality of animation and relatively lower price in the region.
We the current advancement in technology in Pakistan the concept of telecommuting
and free lancing of animation work is also becoming quite popular trend in the
industry.
Another competitive edge to Pakistani animation is its low cost of production in the
region. This is so because two major reasons.
Software Piracy:
Due to the piracy of software to an enormous extent, we are saving our primary cost
on purchase of animation software. Thus the loose legal obligations in Pakistan are
aiding animation industry by drastically cutting our cost of production.
Cheap Labor
Pakistan is among one of those countries where man power is comparatively quite
cheaper than the rest of the world. We have a large untapped labor pool of English
proficient graduates willing to work at 60 percent below their U.S counter parts.
Furthermore consolidated operating costs are estimated roughly 30 percent lower in
Pakistan as compared to India or Philippines, two Asia major business process
outsourcing contender.
In comparison with India, who has almost the same cost of Production as ours, we are
still in a better position. The cost in Pakistan are as much as 30 percent lower than
India, while the infrastructure advantage of high speed connectivity in all major cities
are available at competitive rates. These aspects also give us a competitive over our
rivals in the region.

35. 35
CHAPTER # 3
Animation as a Marketing Tool
Production Animation is a company that believes in providing solutions that offers the
client maximum benefits. We put our maximum effort to learn meticulously about the
existing scenario of a client who approaches us to provide the suitable and most
competitive solutions. Clear analysis and understanding of our clients’ vision, set
goals, objectives, potential and pre-set paths to achieve targets are some of the
elementary tools that we, at Pro Animation, employ to comprehend the actual and
hidden needs of our clients, Pro Animation providing excellent customer service. We
are a group of young, creative, and professional individuals who are dedicated to
provide you with the best solution to satisfy your All Media development needs.
• 3D Architectural Animation
• 3D Interior / Exterior Designing
• T.V Commercials
• Character Modeling and Animation
• 3D Modeling & 3D Simulations
2D / 3D Compositing & Animation Setting advertising budget in setting the
marketing budget, market share is very important and being a leader Nirala is
enjoying 40% of the market share. The advertising budget is not fixed for every
month. It depends upon season, occasion and nature of market. Although the
promotional expenditure is increasing every year, Nirala does not bother the
expenditure of promotion. Because shrewd management of Nirala believes that
effective, marketing increases the profit as well as market share. They keep the budget
of 400, 000 to Rs.500, 000 for the advertisement & promotion of new outlet of Nirala
Sweets
• Nestle Cerelac
• Bharpoor nashonuma sehatmand mustakbil ka behtrin aghaaz! Best start to a healthier
life!!!
• Nestle Juices "Indulge In The Pure Pleasures Of A Healthy Life"

36. 36
• JAAGO! Come Alive with Nescafe
• Surf Excel: Dirt is good
• Lipton: All the goodness of tea!
• Wall’s!" Adding vitality to life"
Animation Agencies in Pakistan

37. 37
Marketing Process
4 P’s VS 4 C’s
• Where & whom to sell broadly?
• How to select homogenous groups of customers?
• How to differentiate the brand from many others in the market?
This helps marketer in making critical decisions for competing in market. Such
decisions are “Marketing Mix Decisions” broadly known as 4 P’s as above but have
now expanded to 7 P’ such as:

38. 38
1. Product 2. Price
3. Physical Distribution 4. Promotions
5. Packaging 6. People
7. Process
Why animation?
1. Communication
Communication means through which one person can pass information, ideas or
feelings to another through speech or pictures. Though, communication uses all
senses like smell, touch, taste, sound & sight, only two are useful in advertising,
Sound & Sight.
2. Sound
Radio, Television, Internet, Projector, Cinemascope use in digital sound mixer videos
3. Sight:
The most useful medium of communication are like a pictures. “A motion picture is
worth a thousand words”.
4. Information
Information is knowledge, fact or news. It comes in different forms:
Complete or Incomplete! Biased or deceptive!
What it is? What it looks like? How it works?
What are its benefits & drawbacks etc?
5. Paid For
If an animation is created, placed in the media so the cost to create and time or space
in the media must be paid for. This is the point, where advertising departs from Public
Relations.
6. Persuasive
Purpose of animation is to Identify & differentiate one product from another and to
persuade the customer for preferring one to another.

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7. Animation Medium
Animation are used in different cultures traditions, habits, essentials psychology,
graphics representations as like 2d & 3D art sketch and drawings use in various ways
such as moral ideas and create the innovations, desire, attractions, acknowledgements
among society peoples. By the help of animations the exclusive ideas,
acknowledgements are growth for sales promotions in the market.
The animations are used in economically, socially, politically cultures action in
straight-line panel. Such as comic cartoon stories, Politicians criticize, current affairs,
brands animations, 3D & CAD animations, Architectural structures, Map designing
interior and exterior designing, Cinemascope films, Stock exchange tickers, channel
news, company presentations, outdoor digital screens into graphically & numerically
representation, characters modeling, Actions, visualizing ideas in artistically or
scripturally, So “anything which is used to communicate ideas from one person to
another in non personal way”.
Animation Perspectives in Market
In fact today advertising is everywhere, on radio, TV, newspapers, billboards,
magazines and even on the side of the town buses. The global market has expanded
tremendously, and manifolds. Advertising serves three main purposes:
1. To get or win new customers.
2. To increase use of products or services among existing customers.
3. To help potential customers make a choice among competing brands.
Let us now try to dissect & explain key terms personal and non – personal used in the
definition of animation.
There are two basic ways to sell Personally & Non-Personally
Personal selling:
Where seller & buyer are to be together and make a sales promotion in market.
Non personal:
Seller is approached to public sell the product through a medium of animation.
Advantages

40. 40
• Seller has time to discuss everything about the product.
• Buyer has time to ask questions, get answers & examine evidence against or for the
product.
• Seller can see the person whom product is being sold.
• Seller can see the person to whom he/she is selling the product.
• Seller can easily locate potential buyers.
Disadvantages:
• It is expensive being labor intensive.
• Time consuming.
• So seems personal selling is better than advertising which is non-personal yet
advertising still remains most effective.
Therefore despite the fact that advertising even though is non-personal selling, it is
certainly effective.
GROWING IMPORTANCE OF ANIMATION IN MARKETING
• We see 100’s of ads every day.
• Consciously or subconsciously advertisements have tremendous effect.
• Advertising can not only change buying decision but also changes mindset &
attitude of people.
• Advertising reflects the culture of a nation.
• Advertising & culture both affect each other.
• Advertising industry also supports media industry.
• In fact media survives on advertising because they go hand in hand.
• Advertising can be used as an effective tool for a social cause.
• Advertisement also helps in spreading information about new technology &
innovations

41. 41
• Advertising in today’s world is not for spreading brand awareness but also shows us
where we stand in the world today.
The Power of Motion
Visual effects such as wipes, fades, zooms, and dissolves are available in most
authoring packages. But animation is more than wipes, fades, zooms, and dissolves.
Until Quick Time and AVI motion video became more common place animations
were the primary source of dynamic action in multimedia.
SIX SEGMENTS

42. 42
1. It is paid form of communication.
2. The Sponsor is identified.
3. Most advertising tries to persuade or influence consumer to do. Some cases it is
merely to make consumers aware of product or company.
4. Message is conveyed through different types of media.
5. Animations makes message reach large audience of potential consumers.
6. Animations are a form of mass communication therefore it is non-personal.
Advertising / Commercials
There is a very significant role of animation with the advertisement and commercials;
most of them used a substantial amount of character animation and special visual
effects in it. So the main demand of animation is by advertisement agencies and
media buying houses, whose main purpose is to prepare visual advertisements mainly
meant for TV on behalf of their clients, who are mostly MNC’s and FMCG’s. These
big corporations have actually a lot of budget meant for the promotion and
advertisement, which is the main reason why there, is a greater profit margin for; add
agencies and animators in making an advertisement. For instance, a typical budget of
an average commercial exceeds the budget of low quality short film.

43. 43
Market Trends of animation
The current market situation for demand of animation in ads is not satisfactory mainly
because of lack of marketing funds corporations. Recently, in the aftermath of the
current recession many of the leading firms have slashed down their marketing
budgets mainly due to the lack of funds. This phenomenon has a trickledown effect on
the animation industry altogether, which earn a major chunk of their income by the
production TVC’s.
Pakistani animation industry is more than sufficient to meet its local demand of
advertisement at the moment as compared to previous state in which commercials like
that DING DONG bubble has to be made outside Pakistan. But now the situation is
completely reversed, Animators are willing to do animations but due to the lack of
marketing funds, Brand managers are more inclined toward playing an international
commercial with slight changes in voice over or endorsement graphics, in order to
reduce the cost of marketing that commercial all over again, with respect to regional
constraints.
Market of Animation in Pakistan
The Pakistan animation industry was estimated at $ 54 million in 2006 and was
forecast to reach $ 69 million by 2008. Animation in Pakistan is currently riding on
two key factors - a large base of highly skilled labor, and low cost of production.
While the industry is gaining prominence steadily, several important factors such as

44. 44
the government's role in supporting the animation industry, and producing original
content locally.
In 2009, the state of the animation industry in Pakistan was growing at 30%, is
estimated to reach US$ 1.5 billion by 2015.
Lahore is competing with Karachi and Islamabad to be the country's animation hub.
With the sector facing severe human resources shortage, more and more studios are
increasingly venturing into animation training. The animator and special effects
expert recently shifted his base to Karachi from US. The Lahore Chamber of
Commerce, Industries and Agriculture, a premier body of industries in and around
Lahore region has launched a program to catapult Lahore as a global hub for
animation and gaming. It has recently formed a group of professionals, training
institutes and celebrities to implement the initiative, with filmmaker artist has as their
brand ambassador.
Some of the other estimates of the report on animation indicate the following:
• The global entertainment market will generate a demand for animation production
services of the order of US$ 15 billion by 2003
• In the non-entertainment segment the demand for animation production services
will touch US$ 14.7 billion by 2015
• The global film/TV program production market will create a US $ 17.5 billion
revenue opportunity for animation production houses
• The Indian gaming industry was estimated at nearly $48 million in 2006 and is
expected to cross $424 million by 2009.

45. 45
Managerial Implications
Many of the past efforts used by advertising professionals to develop customer loyalty
have been ineffective because they have been based on tactics used in the airline
industry. These shortcomings will become greater in the future unless advertising
professionals change their ways. Corporate scandals have eroded the trust that
customers have in advertising professionals and, therefore, advertising efforts must be
more genuine and easily understood or customers will react skeptically. Concerns
about privacy and identity theft have heightened concerns among customers and made
them more wary and, therefore, less willing to openly share information and engage in
a relationship with a brand unless there appear to be genuine value and behavior by
the company that engender trust and faith.
MARKET FOR ANIMATION MATERIALS
The market for animation materials and services are situated and found both in the
domestic and international setting. The industries from which the domestic clients
belong to are:
Agriculture
Pest control products as an introduction to the farmers and other users of how
effective the products are. TV and cinema are the media by which awareness is
created.
Community
Social and Personal Services such as Rescue 1122, and other educational institutions.
Financing
Real estate, insurance and business service, in real estate, animation is a good handle
to let the prospective buyers see how the property will look like in its finished stage.
For banking and finance, there are a lot of special effects and animation that can show
how high technology in banking and finance works;

46. 46
Transportation and Communication
With the fast and vast development of telecommunications now, animation with
various techniques in special effects makes it an effective way to reach the
consumers;
Wholesale and Retail
Animation is a popular demand to create awareness of a client’s products. Companies
that have products for children are the most common customers of animation.
Animation has always been an effective attention catcher for children of all ages.
Media Advertising
Entertainment animation for exhibit and exposure to various media, Advertising
agencies use animation as one of an array of execution styles in the promotions of
corporate products and services. Advertising agencies use animated objects apart
from live talents in some product advertising schemes.
Most of the companies in the categories above are private corporations and their sizes
vary from medium to large. Most of them are the ones which have the provision for
large budgets for advertising. Services offered to foreign clients are mostly that of the
manual animation job where foreign animation/film companies conceptualize
everything and based on the concept that they have formulated, they ask Pakistan
companies to execute what was conceptualized via drawings/illustrations, and other
manual tasks.
This is then attributed to the well-known fact that cheap labor is apparent in the
Pakistan. Other vital reasons why foreigners opt for Filipinos, despite an on-going
stiff competition with Dubai, India, and China when it comes to manual execution, is
that Filipinos adapt faster and better to western culture (language and ideas primarily)
When it comes to the quality of work, Filipinos’ outputs are more refined and defined.
Supply Chain Governance and Outsourcing in Animation
As a result of all the potential of the animation market, the governance of animation
production (i.e., where decisions on the supply chain) is dictated by the institutions

47. 47
which control whether content is produced and how it is distributed. Increasingly,
these two aspects are connected. In the US, the distribution of animation is essentially
controlled by the large TV channels such as the Fox Network, the specialized
channels such as Pogo and Cartoon Network, the larger distributor/studios or other
content providers such as Disney. It is only when a production studio gets large and
well-known enough that it can effectively dictating its own future.
Since most animation series are carried by TV studios, and since these studios may be
in the broadcasting rather than production business, they rely heavily on contracting
with creative talent of outside production studios. Specialized animation channels, and
previously Fox, usually keep some internal pre-production and postproduction
operations, and sometimes even hold onto the production internally. That is, they have
their own creative talent, either for developing animation in-house, or for spotting or
identifying concepts in the conceptualization and preproduction phase, which are then
“outsourced” to animation studio Post-production is often done in-house as well since
it is really a follow-up stage that ensures that production meets the preproduction
specifications. In contrast, the recent 3D movies have largely not been outsourced.
The reasons for this will follow as we examine the creative production process for
Pixar in more detail.
Animation and Society
The study of relationship and effect of animation in society is discussed from the
following subject; also develop upon the impact of animation of advertising on

48. 48
various segments of society like men, women, children etc. the study also explain
about ethics in advertising, code of ethics and the role of advertising of animation as a
marketing tool and related marketing process.
The benefits of animation – Immediate
1. Numerous material & human resources are devoted to advertising.
2. Practically everywhere.
3. No one can escape influence of Advertising.
4. Has potential for good but depends upon the realization.
Practical Benefits
Economic benefits:
Generation of new jobs higher Incomes, comfortable & humane way of living
Political benefits:
Significant contribution for informing people about candidates & the party etc
Cultural benefits:
Contributes positively in decisions about media content for betterment in society
Moral & religious benefits:
Faith messages etc.
Animation A Marketing Tool
Marketing Concepts
Exchange: Core concept of marketing – Means the exchange of a product between the
seller & the buyer.
Transaction:
When an agreement is reached between two parties, a transaction takes place.
Needs, wants & demands:
Important for marketer to understand and interpret these of the target market

49. 49
• Need is a basic human necessity
• When need is specific, it is want.
• A want for specific product supported by an ability to pay is demand.
Value:
Always remember the statement “Value for money”
Basic Equation
VALUE = BENEFIT / COST
Marketplace & market space:
Marketplace is Physical like a store and Market space is digital like internet.
Marketing process:
Four major stages:
• The marketing environment analysis
• The target market & positioning process
• Marketing Mix decisions
• Ultimate consumer
Classification of Advertisements Animation in Market
Advertisements have various objectives, sometimes other than just selling products.
However, before designing and classifying ads answers to following questions are
essential:
• What do I want my animation to accomplish, specifying goals.
• Whom should my animation address?
• Target audience.
• Demographics gender, age, location or business etc.
• Behaviors current awareness about your business.

50. 50
• Needs & desires benefit which consumers look for in a product.
• What should my advertising say?
To sum up the message should speak to your audience and you should be able to
decide where to place the animation? Selection of media to place animation is
essential but before animation we must determine the purpose of doing so and
identify, is it a product or a non-product.
CATEGORIES OF ANIMATION
TARGET
AREA MEDIUM USED PURPOSE
CUSTOMERS
Consumer International News Channels Product or Non – product.
Business National Internet Commercial or Non – commercial
Industrial Regional Radio Primary or selective Demand
Trade Local Television Primary or selective Demand
Professional Satellite Dish Direct or Indirect action
Agricultural Cable Commercial or Non commercial
Market for animation materials
The market for animation materials and services are situated and found both in the
domestic and international setting. The industries from which the domestic clients
belong to are:
i.Agriculture
Agricultural for pest control products as an introduction to the farmers and other
users of how effective the products are, TV and cinema are the media by which
awareness is created;
ii. Community
Social and Personal Services such as MERALCO, and other educational institutions;
iii. Financing,

51. 51
Commercial Banks & real estate agencies, insurance and business service, animation
is a good handle to let the prospective buyers see how the property will look like in
its finished stage. For banking and finance, there are a lot of special effects and
animation that can show how high technology in banking and finance works.
Transportation and Communication with the fast and vast development of
telecommunications now, animation with various techniques in special effects
makes it an effective way to reach the consumers.
iv. Wholesale
Wholesale and retail animation is a popular demand to create awareness of a client’s
products. Companies that have products for children are the most common
customers of animation. Animation has always been an effective attention catcher
for children of all ages.
v.Media
Advertising, Entertainment – animation for exhibit and exposure to various media,
advertising agencies use animation as one of an array of execution styles in the
promotions of corporate products and services. Advertising agencies use animated
objects apart from live talents in some product advertising schemes.
vi.Education
The use of materials for educational purposes edutainment purposes, Most of the
companies in the categories above are private corporations and their sizes vary from
medium to large. Most of them are the ones which have the provision for large
budgets for advertising.
Services offered to foreign clients are mostly that of the manual animation job
where foreign animation/film companies conceptualize everything and based on the
concept that they have formulated, they ask Filipino companies to execute what was
conceptualized via drawings/illustrations, and other manual tasks. This is
then attributed to the well-known fact that cheap labor is apparent in the Philippines.
Other vital reasons why foreigners opt for Filipinos, despite an on-going stiff
competition with Vietnam, India, and China when it comes to manual execution, is
that Filipinos adapt faster and better to western culture (language and ideas
primarily). When it comes to the quality of work, Filipinos’ outputs are more refined

52. 52
and defined.
Market development & Promotion Strategies
There is a need to create strong international market presence that will attract and
sustain investments. This direction therefore calls for modern marketing techniques
that will strengthen industry readiness to create and absorb business opportunities
that may come on its way. The industry should continue to develop a good product
and/or animation output and making it available to target customers. Organizations/
companies must also communicate with their customers. Communication makes it
possible for the right message to be projected and imparted for a given product.
This function then takes its course through international and local promotional
strategies. Promotional strategies in the form of advertising, public relations, direct
marketing, sales promotions, and personal selling, Animation outputs are products
intended for various types of viewers. Philippine animation in particular is in need
of certain promotional strategies.
Research and Development
Research and development is one potent tool of updating the industry on what are
the latest trends in the local as well as global scenarios. This would give prime
focus on the latest technology in need of adoption to upgrade the industry and its
various functions and undertakings.
In order for Filipino films to gain international recognition and patronage, such
ought to conform to standards acceptable to the international market. This gives
prime focus on the theme and concepts presented in film/animation. Such should be
ones which the international audience could identify with.
Such details and information could always be obtained from research, and research
needs funding and budget. It is a matter of knowing what the market looks for in
movies at this point in time, before coming out with a production output.
Operations/Technology
It is always a given that when it comes to support of the government, the industry is
in dire need of such. Government support should be manifested in recognition of

53. 53
the services and functions and the capability of the industry to serve its local and
foreign markets. Not only could the industry gain support via recognition, but
through financial support as well as in the form of funding the purchase of
software’s which are highly expensive. Training of manpower is also highly needed
and recommended. In this regard, opportunities can be created where organizational,
intellectual and manpower resources can be effectively shared to ensure collective
industry growth. In terms of operations, work systems that will ensure efficiency in
the use of collective resources and opportunities for the industry must be
undertaken.
Invest on Technology
Though the production concept is interesting, animators competent, creative and
innovative, manpower is complete and skilled, if the means to produce an output is
mediocre, the product will never be at par with the best animation production it
would intend to compete with. Technology should be upgraded and updated in
animation. Sound, music, dialogue, and production concerns are totally dependent
upon technology. The local animation industry players should therefore keep abreast
of industry trends particularly in the technology aspects.
Strategic Alliances and Collaboration
An industry-wide environment conducive to collaboration, mutual support and
sustained growth among industry players is of paramount importance. Strategic
alliances among the players should be implemented like collaborative endeavors
from among other industries like the film, software, and publishing industries.
More specific actions to undertake
Additional specific actions that can be done is to undertake fund-raising
activities to finance marketing development efforts. The industry can host a
Business Summit/Animation Festival that will attract international investors to the
country. It should likewise maintain open lines of communication and information
sharing with other related industry for collaborative growth.

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Performance monitoring scheme
With the preceding actions plans, it is crucial that a monitoring scheme should be
implemented to check performance. This is where the association of animators can
come in and review developments in marketing, operations and technology, laws
and industry governance, and research and development. The animators can pool
their efforts on further improving the state of animation in the country. They can
network together and continue to develop strategic alliances with their foreign
counterparts. They can lobby in congress for better tax incentives, and they can even
fund more research projects to benefit the industry. Industry surveys such as this
project should be promoted so further action plans can be integrated are more
cohesive, and enlightening /insightful to one and all.
The various industry players can take charge of monitoring themselves to create a
good animation output. Award-giving bodies coming from the industry should be
promoted to enhance the many areas of technical production. This will surely
motivate more industry players to produce better quality films.
Local producers should continue to participate in international animation festivals,
monitor results and provide wide publicity both here and abroad to create awareness
to such quality films. With this, the Filipino attitude towards our local productions
will eventually change and will patronize them.

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CHAPTER # 4
SWOT ANALYSIS
.
Strengths
• It is the most efficient tool of advertising and marketing now days.
• It has become one of the biggest entertainment and information media.
• Animation Industry covers all kind of advertising concerns and it has secured a
high range of target audience.
• Animation industry in Pakistan was growing at 30% in 2009, and it is estimated to
reach US$ 1.5 billion by 2015
• Innovative ideas
• It is among the popular industry among the art lovers in the Pakistan.
• It has well established division’s 2-D animation in advertising and 3-D animation
being used by TV for entertainment.
• Increasing trends in overall revenues and profits.
• High brand awareness among the people.
• Trend of 3-D animation for Brand Advertising is being popular.

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Weaknesses
• High operating cost
•
• labor intensive and time consuming
• Character Animation is often criticized by religious groups.
• Poor working conditions in advertising agencies and low wages paid by owners.
• Less support from Pakistani Government for betterment of animation industry.
• High Capital and running costs.
• Continuous innovative ideas are required to retain the attention of customers.
Opportunities
• Can work into different segments
• Proper inventory management
• Market development in small cities.
• Reduction in operating costs.
• Benchmarking to improve management practices.
• Free-lance work and online foreign projects.
• Develop more attractions for target audience.
Threats
• Security Threats due to terrorism
• Employee often skips work due to energy crisis in Pakistan.
• High competition in Advertising Industry.
• Social and religious groups.
• Government policies.
• High demanding market in terms of innovation.
• Searching, paying and retaining innovative people.
• Lack of awareness and cultural terms.

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CONCLUSIONS
The animation industry has its great importance for last many years. It is emerging
as a powerful tool in marketing because it directly affects the audience and
communicates the message to the customers. In this modern Era of information
technology though animation industry is playing a vital role for marketing of
product in Pakistan but the majority of people is illiterate and does not know much
about the animation industry.
Following steps are recommended to promote this industry as an effective marketing
tool.
RECOMMENDATIONS
•Government support should be manifested in recognition of the services and
functions and the capability of the industry to serve its local as well as foreign
markets. Not only could the industry gain support via recognition, but through
financial support as well as in the form of funding the purchase of software’s which
are highly expensive. Training of manpower is also highly needed and
recommended.
•Institution should be established by the Government and private sector to produce
skilled workforce.
•Research and development is one potent tool of updating the industry on what are the
latest trends in the local as well as global scenarios. This would give prime focus on
the latest technology in need of adoption to upgrade the industry and its various
functions and undertakings.
•Working conditions in advertising agencies should be maid up to international
standards.
•Wages paid by owners should be checked and revised by governing authorities.
• High support from Pakistani Government for betterment of animation industry.
•Pakistani Animation industry should meet international standards so that it could
catch foreign attraction.

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•Government should reform the structure of this industry to meet international
standards.
•Good salaries and rob opportunities should be provided to animators.
•Banks and other financial institutions should provide loan on easy installments.
•Government should establish research and development wing to meet the
international standards.
Education:-
Animation industry so that the talent from the lower and middle classes is given an
opportunity to emerge and polish their skills, which otherwise cannot afford studying
at private institutions.
The university’s departments for visual studies are the only government institution
which offers courses in animation and it is a severe form of distress. The
infrastructure is lacking at the level that they are short of chairs for students. It is a
common practice for students to pool up money to arrange for tools as simple as a
multimedia projector.
Local culture content to be promoted in animation
We need to create content which is close to our culture and lifestyle to make it grow.
If the content is close to our culture and of good quality, it will manufacture its own
demand thus making the whole industry will force it to remain an infant industry.
Taking example from the animation industry of Iran, they have developed their own
cultural content in films and animation so well that it is now at a level to compete
with other film and animation content the globe.
Tax exemptions for hardware import
Animation sometime requires high-tech computer hardware and software. Equipment
such a motion capture, render farms, digital intermediate, higher end graphic tablets
and other technologies are very expensive. Fortunately, there is no import tariff on
simple computer peripherals but when it comes to high tech machinery, 15% custom
duty is imposed which scales up the cost.

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Soft loans for industry
The government should propose and sign pacts with the developed countries to aid us
in the form of giving soft loans to finance the making of animation.
APPENDICES
APPENDIX A
Questionnaires of animation industry as an effective promotion tool in marketing.
1. What is animation?
2. Do you know that history of animation?
3. Do you think that animation industry has a noticeable role in marketing?
4. Which type of animation do you like?
5. Do you think that animation industry can be a source of income for
Pakistan?
6. Which type of animation is being used mostly in Pakistan?
7. What are major places of animation production in the world?
8. Who 1st animation history?
9. At what level Pakistan stands in animation industry if compared to the
world?
10. How much Pakistani media rely on animation?
11. What is advertising of animation?
12. What is media?
13. What does the term “Conceptualization” mean in animation?
14. What do you mean by production in animation industry?

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15. What is visual effect?
16. What is storyboard?
17. What are the basic types of animation?
18. What is 2D animation?
19. What is 3D animation?
20. What do you mean by the term “Brands animation”?
21. What do you enlist types of animation?
22. What is script writing?
23. Describe the stages of animation in production?
24. What is Pre-production?
25. What is post production?
26. What is the relation of marketing with animation?
27. Which technology is being widely used in modern Pakistani media?
28. How brands are presented in media?
29. To what extent animations attract people?
30. What problems do you think animation industry is facing in Pakistan?
31. Which types of marketing Pakistani people prefer now days?
32. Did you ever use animation as marketing tool for your sale?
33. Does PEMRA suggest any roles for animation advertising?
34. What do you think about PEMRA?
35. Enlist at least 10 major advertising agencies in Pakistan?

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APPENDIX B
QUESTIONARIES DIAGRAMES OF PROMOTION OF ANIMATION
ADVERTISEMENT IN MARKET
Do you know that history of animation?
100
80
60 MALE
FEMALE
40
20 FEMALE
MALE
0
Yes No
Do you think that animation industry has a noticeable role in marketing?

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90
80
70
60
50
MALE
40
FEMALE
30
20
10
0
Yes No
Which type of animation do you like?
70
60
50
40 Entertainment
30 Advertisement
Education
20
10
0
Male Female
Do you think that animation industry can be a source of income for Pakistan?

63. 63
60
40 Male
20 Female
Male
0
Yes No
Which type of animation is being used mostly in Pakistan?
70
60
50 Entertainment
40
30 Advertisement
20 Education
10 Entertainme
0 nt
Male
At what level Pakistan stands in animation industry if compared to the world?

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100
80
60 Pakistan
40 World
20
Pakistan
0
Positive Negative
How much Pakistani media rely on animation?
100
80
60 Male
40 Female
20
0 Male
Yes No
To what extent animations attract people?

65. 65
90
80
70
60
50
More Attract
40
Less Attract
30
20
10
0
Male Female

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Which types of marketing Pakistani people prefer now? days?
80
60
40 News Paper
20 Animation Adds
0 News Paper
Male
Did you ever use animation as marketing tool for your sale?

67. 67
70
60
50
Male
40
30 Female
20 Female
10
Male
0
Yes No