TELEVISION-AS AN ADVERTISING MEDIA
BY
SMART LEARNING WAY
CONTENTS
·
What is advertising?
·
Meaning of television
·
Introduction of television
·
What is advertised on television?
·
Television advertising in Britain
·
Advantages of television
·
Disadvantages of television
·
Conclusion
·
Bibliography
What is advertising?
“advertising is mass communication of
information intended to persuade buyers
as to maximize profit.”
“ advertising is any form of selling other
than personal contact between the seller`s representative and the prospective
customer.”
Meaning of television
“a system for transmitting visual images with
sound and displaying them electronically on a screen”
Introduction of television
Television is no doubt, the biggest source of
entertainment for the Indian population. There is demand for both colour and
black & white (B&W) TVs. While in terms the B&W TVs are thrice that
of CTVs, in value terms the CTV segment accounts for roughly 65-70% of the
market shares.
The television market in India
reached a size of rs. 4300 crore in 1996 after deckling sales during 1989-1992,
it has again started booming. In 1995-96 the colour television market grew by
30% and sold 1.8 million sets valued at rs. 2800 crore.
The Black & White TV market
size of rs. 1500 crore which sold 4.9 million sets, registered a decline of 15%
in 1996, down from the earlier year`s growth rate of 25% according to the
consumer electronics and television manufacturers association, the colour TV
market is expected to quadruple to 7 million sets with annual growth rates of
25-30% by the year 2000 A.D. similarly
the B&W TV market is likely to double in the same period.
What is advertised on
television?
few
homes are without a television set, and some have more than one. For popular
goods to be found in any high street throughout the country, it is an impactive
medium since, it takes the advertisement right into the home where it will be
seen by the prospective buyer including
others in the household who influence purchase.
Consequently, commercials generally advertise
popular goods and also consumer durables such as domestic appliances and
lawnmowers. In recent years, more expensive products and services have appeared
on television as shown above.
Television advertising in
Britain
Since
the 1950s television has been a major advertising medium in Britain, but from
1991 all forms of broadcasting were revolutionized by the broadcasting act
1990. this was not the only change in broadcasting because cable television had
been gaining a foothold in previous years, sky satellite television (both by
dish & cable) was stealing audience from the BBC in 1990, taking over the
ill-fated British satellite broadcasting.
Advantages of television
·
Realism
·
Receptive audiences
·
Repetition
·
Zoning and networking
·
Appeal to retailers
·
Linked with other media
·
Cost efficiency
·
Impact
·
Influence
·
Realism
Because
of the combination of colour, sound and action, television has assets no other
medium can offer (with the exception of
the cinema which no longer has the big audiences which existed prior to
television). With the advantages the advertiser can show and demonstrate the
product.
It
is a packaged food, pack recognition is established so that the buyer knows
what he or she is looking for in the shop, or there is quick recognition even
if the advertisement has been temporarily forgotten. Ingenious effects can be
achieved by computer graphics.
·
Receptive audiences
Being
received in the home in an entertainment atmosphere, commercials are well
received, especially as they are produced to high technical standards and the
presenter s often a well-known personality or at least a good actor or actress
who presents the product authentically. In fact the quality of British
commercials is so high that its creators are the ones who also produce some of
the best cinema films.
In fact the quality of British
commercials is so high that its creators are the ones who also produce some of
the best cinema films.
·
Repetition
The
advertisement can be repeated to the point when a sufficient number of viewers
have seen it enough times advertisement to have impact. Nowadays, advertisers
do not indulge in saturation advertising, which is not only expensive but
offensive. A good advertisement should be capable of being shown again after a
rest without boring its audience.
·
Zoning and networking
In
Britain, there are currently 16 ITV area contractors licensed by the
independent television commission (ITV), two being in London. An advertiser can
use one or any combination of stations, or network them all if he or she
wishes.
·
Appeal retailers
Television
advertising can reach retailers as well as consumers, both because commercials
can be addressed solely to them. Retailers know that if something is advertised
on television there will be demand and it will sell.
It can sometimes be very difficult
for sales representatives to sell products to retailers unless they can promise
the back-up of television advertising, and this can be imperative when dealing
with supermarket chains with hundreds of outlets. These are fast- moving goods,
and nothing moves goods faster than television advertising.
·
Linked with other media
The
TV commercials may be fleeting, but if fuller information, or a means of
returning an enquiry coupon is required this can be done by advertising in the
weekly listings magazines radio, times TV Quick, TV times, or what`s on TV or
in newspaper carrying supportive advertisement can be named I the commercials.
Press ads may refer to `as on TV`. The television companies also offer
telephone enquiry services, and computerised
ordering facilities, the number being given I the commercial. Many
advertisers are own adding a website as a response element in their
commercial.
·
Cost
efficiency
Many
advertisers view television
as the most
effective way to
deliver a commercial
message because it
has a wide reach.
Millions of people
watch some TV
regularly. Television not
only reaches a
large percentage of
the population, but
it also reaches
people who are not
reached effectively by
print media.
For example,
NBC’s Today show would
average approximately $18500 for
a 30-second spot and the household CPM
would be $4.50. this mass coverage is extremely cost efficient. For an advertiser attempting to reach a
undifferentiated market, ca 30-secod spot on a top-rated show may cost a penny
or less for each person reached.
·
Impact
Another
advantages of television is the strong impact the interaction of sight and
sound creates this feature includes a level of
consumer involvement that often approximates the shopping experience,
including encountering a persuasive salesperson. Television also allows a great
deal of creative flexibility because of the many possible combination of sight,
sound, color, motion, ad drama. Television has tremendous dramatic capacity; it
ca make mundane products appear important, exciting, and interesting. It can
also create a positive association with the sponsor if the advertisement is
likable. Certainly this has been the case for Budweiser's “Louie the lizard” ads. It is also the
challenge facing MTV, as described by Tom Kuntz in the “inside story” feature.
·
Influence
The
final advantages of
television is that
it a strong
effect on our
culture. For most
icons television is a
critical source of
news, entertainment, and
education. It is so
much a part
of our daily
lives that we
are more likely
to believe companies
that advertise o
television, especially sponsors
of drama ad
educational programs, such
as IBM, Xerox, and
Hallmark cards, than
we are to
believe those that
don’t.
Disadvantages
of television
·
Expense
·
Clutter
·
Nonselective audience
·
Inflexibility
·
Expense
The
most serious limitation of television advertising is the extremely high cost of
producing and running commercials. although the cost be restrictive, especially
or small and even midsized companies. Production costs include filming the
commercials (several thousand to several hundred thousands dollars) and the
cost of talent. Or celebrities such as jerry Seinfeld, Candice Bergen, ad
Michael Jordan, the price tag can be millions of dollars.
·
Clutter
Television
suffers from a very high level of commercials clutter. N the past, the national
association of broadcasters (NAB) restricted the amount of allowable commercial
time per hour to approximately 6 minutes. In 1982 the justice department
overturned this restriction.
Although
the networks continue to honor the NAB
guidelines, this could change as revenue needs increase. If the number
of 30-second commercials, station break announcements, credits, and public
service announcements increases, the visibility and persuasiveness of
television advertising would diminish.
Despite
the introduction of various technologies that better target consumers,
television remains non-selective. Network television still attracts about 60% of
the U.S. audience. Although the network attempt to profile viewers, their
description are quite general, offering the advertiser little assurance that
appropriate people are viewing the massage.
·
Inflexibility
Television
also suffers from a lack of flexibility in scheduling. Most network television
is bough in the spring and early summer for the next fall season. If an
advertiser is unable to make this up-front buy, only limited time-slot
alternatives remain available. Also, t is difficult to make last-minute
adjustment in terms of scheduling, copy, or visuals.
CONCLUSION
It
is the latest and faster growing medium in India. In market it appeal through
both eyes, and ears. Products can be demon started and effectively presented
through this medium. It also offers considerable flexibility.
However, it is an extremely expensive medium.
Further, it also suffers from the demerit of limited coverage.
BIBLIOGRAPHY
·
Frank jefkins - Daniel yadin “Advertising” fourth audition
·
William wells-john Burnett-Sandra moriarty “Advertising
principles and practice” Fifth edition
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