Television-as an advertising media

By

BYSMART LEARNING WAY

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Flow of presentation

What is advertising?Meaning of televisionIntroduction of televisionWhat is advertised on television?Television advertising in Britain Advantages of televisionDisadvantages of televisionConclusionReview of presentation Bibliography

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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.”

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Meaning of television

“a system for transmitting visual images with sound and displaying them electronically on a screen”

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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.

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Cont…

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.

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Cont…..

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.

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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.

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Cont…

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.

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Television advertising in Britain

since the 1950s television has been a major advertising medium in Britain, but from 1991 all forms of broadcasting were revolutionised 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.

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Advantages of television

RealismReceptive audiencesRepetitionZoning and networkingAppeal to retailersLinked with other mediaCost efficiencyImpactInfluence

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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.

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Cont…

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.

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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.

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Cont…

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.

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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.

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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.

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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.

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Cont…

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.

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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.

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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.

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Cont…

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.

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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.

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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.

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Disadvantages of television

ExpenseClutterNonselective audienceInflexibility

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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.

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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.

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Cont….

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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.

Nonselective audience

despite the introduction of various technologies that better target consumers, television remains nonselective. 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.

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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.

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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.

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cont…

however, it is an extremely expensive medium. Further, it also suffers from the demerit of limited coverage.

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Bibliography Advertising

fourth auditionBy -Frank jefkins-Daniel yadin

Advertising principles and practiceFifth edition By-William wells-john Burnett-Sandra moriarty

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