Introduction:

Youth based glow introduced by warid has added new dimensions to its popular dosti ke rung campaign by bringing the concept of augmented reality for the first time in Pakistan. Warid brought the concept of augmented reality for the very first time. Its newly launched campaign strongly focused on youth of the country. To attract youth warid has used a lot of tools like creative advertising, more flexible bundles and tariffs than already existing bundles and tariffs of all networks. When we use the term augmented reality it means warid has not only used attractive packages specially for youth but also has strongly focused on combining the real world environment about friendship viewed and observed by its marketing team and then a virtual scene generated by them that augments that real world information about youth. Warid has used augmented reality technology by digitally manipulating real world information and thus has provided an exciting and new experience to the youth of Pakistan. When we talk about the term augmented reality it means it is a live, direct or could be indirect, view of a physical and real-world environment whose elements are augmented by computer-generated sensory input such as sounds, videos, audio devices, graphics or GPS data. It is often related to a more and more general concept called mediated reality, in which a view of reality is modified one (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing ones current perception of reality. By contrast, virtual reality replaces the real world with a simulated one. Normally augmentation is conventionally in real-time and in semantic context with environmental elements for example sports scores on TV during a match. With the help of advanced AR technology techniques (e.g. adding computer vision and object recognition at the same time) the information about the surrounding real world of the user quickly becomes interactive and digitally manipulable. Artificial information about the environment and its objects can be overlaid on the real world. Abbreviated as AR, augmented reality is a type of virtual reality that aims to duplicate the world's environment in the computer. A system having augmented reality generates a composite view for the user which is the combination of the real scene viewed by the user and the virtual scene generated by the computer that augments the scene with the additional information. The virtual scene which is generated by the computer is designed to enhance the user's sensory perception of the virtual world he is living in or they are seeing or interacting with. The ultimate goal of Augmented Reality is to create a system in which the user cannot tell what is the difference between the real world and the virtual augmentation of it. This whole concept is successfully used and employed by warid in its new campaign of glow which has shown a very positive relationship with that of sales expansion, which means youth, is actually attracted by this virtual manipulation of real world information. All this could not have been accomplished without the help of creative advertising campaign, which means advertising tends to have a very strong positive relationship with that of sales expansion by targeting youth. Advertising is any paid form of non-personal communication about an organization to a target market through a mass/broadcast medium by an identified sponsor. It is to be observed that for any promotional activity to be called advertisement it must be paid for. In the real sense, it is the method used by companies for creating awareness of their products, as well as making new products known to the new and potential consumers. Advertising can have

both immediate and long term effects on a company's sales volume, depending on their objectives. Short-term sales promotions tend to lead to higher sales volume more quickly and faster, whereas long-term brand management advertising produces higher sales and profits with the passage of time. Not only advertising can do the entire thing alone. It needed to be supported by a lot of flexible bundles and tariffs that are needed to attract a huge sales volume from youth side. People always tend to move where they get a lot of variety and flexibility of choice and they are given a lot of options to choose from. Therefore they have to be entertained with a wide range of bundles in order to squeeze their attention from other networks. Therefore the flexibility of choice offered by warid telecom also tends to have a positive relationship with its sales expansion by targeting youth of the country.

Problem statement: how warid has used the concept of augmented reality to attract youth for expanding its sales. Type of Research: Our research type is applied in which we are doing exploratory research because we are going first time with the primary data. This research is Quantitative where we will use the statistical tools of measurement. Our research is not business to business it all about consumer. Time Horizon: Cross sectional Project has been completed by the 20th of June 2013

Sampling: In sampling our population is Lahore. Defined target population is universities. Sampling frame is Punjab University. Sampling unit is Hailey College of Commerce. Sample element is student. Personal interviews have also been conducted from the individuals from Lahore. Sample was selected from Liberty market specifically youth who were also warid users. Sampling method: Simple random sampling. Sample size: 30 students.

Basis for defining population of interest: usage/Lifestyle Method of collecting quantitative data: Primary> Questionnaire, Personal interviews Secondary > websites and books Measurement & scaling procedure: Likert type scale Method of collection data: In our research we will use the survey technique in which questionnaire and personal interviews are conducted. Variables: We want to test the impact of augmented reality, creative advertising and flexibility of choice upon sales of warid by targeting youth. Dependent Variable sales expansion by targeting youth. Independent Variables are Augmented reality Creative advertising Flexibility of choice Measurement and scaling procedure: Interval scale is used in this research because it also includes the nominal and ordinal. In interval scale Lickert scale is used for developing the questionnaire. Research questions: Q1: Does the creative advertising ideology opted by warid portray the real image of Pakistani youth? Q2: Has the concept of augmented reality helped Warid to distinguish itself from others? Q3: Does the flexibility of choice offered by warid practically enhance its sales? Techniques of data analysis: We will use SPSS 16 software for anaysis of data. In which different Statistical tools are used: Correlation

 Regression One Sample T- Test

Secondary data:
Although Augmented Reality (AR) has been in studied for over forty years it has only been recently that researchers have begun to formally evaluate AR applications. Most of the published AR research has been on enabling technologies (tracking or displays, etc), or on experimental prototype applications, but there has been little user evaluation of AR interfaces [43]. In 2004 Swann et al. [141] produced a literature survey reviewing a total of 1104 articles from the leading journals and conferences. Of the 266 AR-related publications identified, only 38 (~14%) addressed some aspect of human computer interaction, and only 21 (~8%) described a formal user evaluation. They conclude that user-based studies have been under utilized in AR research. One reason for the lack of user evaluations in AR could be a lack of education on how to evaluate AR experiences, how to properly design experiments, choose the appropriate methods, apply empirical methods, and analyse the results. There also seems to be a lack of understanding of the need of doing studies or sometimes the incorrect motivation for doing them. If user evaluations are conducted out of incorrect motivation or if empirical methods are not properly applied, the reported results and findings are of limited value or can even be misleading. It is worthwhile to collect knowledge on user evaluations gathered in other disciples and to bring it into AR settings. For example studying peoples behaviour with various methods is very common in general Human Computer Interaction (HCI) or Psychology. Various tools have been developed and tested that can be applied in AR research. Although the specifics of AR interfaces are different to more traditional interfaces, the basic tools to evaluate user behaviour or perception are quite similar. This report aims to provide a resource that can be used by the AR research community to design user evaluations. We first describe the role of user evaluation studies, and then review previous usability surveys of AR interfaces. Gabbard and Swan [52] argue that user-based experiments are critical for driving design activities, usability, and discovery early in an emerging technologys development, such as in the case of Augmented Reality. They point out that lessons learned from user studies provide value to the field as a whole in terms of insight into the user interface design space. There have been other previous related literature surveys covering Virtual Reality (VR) and AR user evaluation. For example, Gabbard [51] presented a research summary with the goal of identifying AR design and evaluation guidelines which may be specifically applied to augmented reality systems. His approach was to collect and synthesize information from many different sources, and create a list comprised of a structured collection of otherwise piecemeal findings. These sources included: - Virtual Environment related journals and conferences (e.g., Presence, IEEE VR (formally VRAIS) conference proceedings, Human Factors in Computing Systems (CHI) conference proceedings, and SIGGRAPH conference proceedings)

- Human-computer interaction related literature - Experiences using AR systems - Comments made by users of specific observed AR systems - World Wide Web searches for AR-related work. The relationship between creativity and advertising is long, rich and textured. Creativity is considered to be an important determinant of advertising effectiveness and advertising textbooks normally devote one or two chapters to creative strategy and tactics. Major industry awards (e.g. Clios) are given to creative advertisements and salaries to creative personnel represent a considerable portion of ad agencies expenses. In addition, there is a strong focus on creativity in advertising trade papers like Advertising Age, Ad Week and even Creativity (published by Ad Age). Indeed, few advertising and promotion executives would question the centrality of a good creative strategy and execution (Martin, 1995). Despite the importance attributed to creativity, there has been very little research on this issue in marketing and advertising. Indeed, Zinkhan (1993) surveyed the previous 15 years of the Journal of Advertising and found that only five published papers (1.4 percent) dealt explicitly with creativity. Zinkhan (1993) concluded by noting the importance of creativity and calling for more research on creativity in advertising. Unfortunately, this lack of systematic theory development in advertising creativity has created a vacuum in the literature. Specifically, major reviews of the conceptual space of creativity lack any significant reference to advertising (for example, see the Handbook of Creativity [Sternberg, 1999] or Creativity in Context [Amabile, 1996]). These gaps highlight the current lack of development of theories of advertising creativity. Accordingly, the major goals of this article are to: define creativity and its two major determinants divergence and relevance; develop the divergence component in greater detail; examine conceptual issues regarding ad divergence and consumer processing/ response; and develop a structural format for a general theory that considers the broader interface between creativity and advertising. According to Websters dictionary to create means: to bring into existence, to invest with a new form, to produce through imaginative skill. The Encyclopedia Britannica uses a similar definition: the ability to make or otherwise bring into existence something new, whether a new solution to a problem, a new method or device, or a new artistic object or form. These definitions highlight two primary determinants of creativity. First, there must be something new, imaginative, different, or unique this component is generally referred to as divergence. Second, the divergent thing produced must solve a problem or have some type of relevance. People are creative when they produce ideas, solutions, inventions, or products that are divergent and relevant. Note that divergence and relevance are determined by context or the social recognition criteria (Getzels and Csikszentmihalyi, 1975; MacKinnon, 1962). This means that an ad that is creative to one group (e.g. senior citizens) may not be considered to be creative by another group e.g. teenagers). Ultimately, ads are products of people, just like ideas and inventions. Accordingly, the concepts of divergence and relevance can be applied to

anything people create including advertisements. This is important because threedifferent types of creativity are related to advertising. First, there is the creative team who develop and implement the creative strategy and actually produce the ad. Second, there is the level of creativity that the ad is perceived to possess by the target market. Third, there is the level of creativity in the audience members who are exposed to the ad. While there are likely to be interactions among these three types of creativity (as hypothesized below) the defining characteristics of creativity divergence and relevance do not change. Instead, it is the context that changes. In an attempt to note the important differences that do exist among these contexts, the term personal creativity will refer to the divergence/relevance of creative talent (e.g. creative directors, copywriters, etc.); ad creativity will refer to the divergence/relevance of an ad (or campaign) as perceived by the target market; and consumer creativity will refer to the divergence/relevance of the audience members exposed to the ad. Flexible learning represents a need associated with lifelong learning and the equipping of graduates to actively engage in a knowledge society. While the precise meaning of each of these terms is not easy to discern, notions of flexible learning have progressed an evolutionary path that concentrates on students as though they are the only stakeholder group in the higher education environment that would benefit from choice. Academic discourse also presumes that all cultural groups making up the increasingly diverse student population aspire to engage in student-centred learning as a precursor to involvement in a knowledge economy. In this environment academics have been encouraged to embrace online teaching and promote a more student-centred learning approach when the natural inclination and talent of many academics may make this style of pedagogy so challenging that learning outcomes are compromised. We question this one size fits all mentality and suggest a model that empowers both the students and academics by allowing them the ability to choose the approach that suits their educational philosophy and preferredlearning/teaching approach. The model represents an innovation in flexibility that recognises initial embedded learning foundation abilities and reaches both teachers and learners by utilising their own frames of reference. Keywords: student-centred learning, academic-centred learning, learning styles,

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