Broad Problem Area:Advertising for all intents and purposes is to satisfy the desire of firms to reach the constantly increasing population so that their products may receive peak publicity. The part of advertisement is to increase sales revenue and profits of the firms and rise the demand for goods, but it is dropping. Now most of the upsurge in sale of the product is credited to some other factors like taste durability and unwillingness of user to switch products. This situation has raised several questions as to why firms still do advertise their products. Advertising has been a subject for debate either on one alleged reason or another for decades at the beginning of the 19th century. In beginning people showed little interest but it later it became a fecund topic for research. Therefore our study strive for finding out the impact of advertising on the customers and their buying behavior with emphasis to the customers in Islamabad Pakistan. Problem Statement: To what extent is advertising effecting the customers? To what extent advertisement change the buying behavior of customers? What are the factors that affects consumers and convince them to buy the product? Historical Problem Statement:

Throughout the years, many researchers have been wondering that what really affects the customers. How advertising effects the customers and their buying behaviour? How much interest they take in advertising and which factors affect the buying attitude of an individual. Through careful analysis of many literature and its reviews many researchers have pinpointed opinions on these factors and variables, on how advertising affect the customers. Some previous researchers who conducted research in this field use the following variables:a) Emotional response, environmental response and consumer buying behaviourb) Test ads and consumer decisionsc) Awareness, awareness owing to advertising and consumer preference owing to advertising awareness.GapThe researches that had previously being conducted on this topic are mostly either American or European based studies, we will conduct this research in Islamabad, Pakistan. Historical Conclusion:Some previous researches shows that advertising does not affect customers and does not have any impact on buying behaviour of customers, but on the other hand some researchers found that advertising has a great impact on customers and greatly influences the buying behaviour of individuals.