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- 검색키워드
- 저자 : Sumaira Zakir (검색결과 1 건)
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Rani Gul,Sumaira Zakir,Imran Ali,Hafsa Karim,Rashid Hussain 대한산업공학회 2021 Industrial Engineeering & Management Systems Vol.20 No.2
The emergence of private and foreign TV channels since 2002 have brought strategic changes in advertisement policies, especially in majority adds where the number of women portrayals adds are encouraged. This phenomenon leads more opportunities for women entrepreneurship in media business industry. The present study has investigated that how education play a role in enhancing more business opportunities for women entrepreneurs in advertising media. Using qualitative approach, a comparative analysis of PTV news (public) and GEO news (private) channels was done channel gives more prominence and frequency to women opportunities in their ads broadcasted in prime time (9 to 10 pm) during 30 days of simultaneous period in June 2020 amid CIVID-19 pandemic. The results shows that less educated females as media practitioners in advertisements may get less opportunities and educated females avail lucrative opportunities in Media Industry. Educational richness makes women more capable to influence more audience and grab their attention towards specific product/service with ample marketing skills and entrepreneurial eminency. Results also show that ratio of educated females in private channel advertisements is comparatively high and opportunities for highly educated female practitioners as entrepreneur are high. It is concluded that we need to support young women"s entrepreneurial thinking and to facilitate creative business stratus and promote an enterprise-friendly culture and development of small and medium-sized businesses to achieve success, growth, and jobs (SMEs) for educated women entrepreneurs. The critical role education has now been widely recognised in fostering more business attitudes and behaviours. Education helps women to think creatively, to be successful problem solvers, to critically evaluate a business concept, to connect, to network, to lead and to assess every project.
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