Electronic Advertising:

Traditional Media Ad & New

Media Ad
By Assoc Prof Dr Azahar Harun
Contents
Introduction

● Traditional Media Ad
● New Media Ad

Brief History of TV Ads

TV Ad standard spot length

10 steps in creating effective TV AD

TV Ad Rules and regulations

Introduction: Traditional Media Ad
Traditional Media Ad commonly refer to Television Ad, is a type of electronic
advertising media transmitted through radio wave or cable directly to homes. TV
ad is a short program paid for by the organizations called advertiser or marketer
and streamed from a television network. Its main purpose is to promote a
product, service, information so that it can generate demand or awareness.

TV Ad usually appeared in between program such as game show, movie,

documentary.
Introduction: New Media Ad
New Media Ad is a new concept used by businesses in developing an online
community, which allows satisfied customers to congregate and extol the virtues
of a particular brand. In most cases, the online community includes mechanisms
such as blogs, podcasts, message boards, twitter, youtube and many more.

Unlike TV Ad, New Media Ad is a non-linear program which means consumers

can watch the Ad at any time without obligation.
Brief History of TV Ad
● 1941- A watchmaker Bullova was the first company to use
TV AD to promote its product.
● 1955- The first TV Ad was broadcasted in the UK
● 1963- TV Ad appears in Malaysia coinciding with the
arrival of Malaysian television broadcast station or RTM
and Industrialization development. (Meor Zailan Sulaiman,
1992)
TV Ad standard spot lengths

Typically, most television stations will accept spot lengths of

● 10 sec
● 15 sec
● 30 sec
● 60 sec

Advertiser and marker can choose to purchase the spot length with certain
cost depending on budget.
10 Steps in creating effective TV Ad
1. What is the big Idea
2. Write a great script
3. Consider Putting People in Your Commercial
4. Hire a Production Company
5. Plan Out Your Shots
6. Audio and Video Must Match
7. Stick to Time
8. Always Use a Call to Action
9. Schedule Your Ad Strategically
10. Frequency is Key
TV Ad rules and regulations

The Ministry of Communication and Multimedia is the authority which

controls and regulates the media content broadcasted on Malaysian
television and the internet. In this sense, all TV stations and
advertisers are subjected to the following code:

THE MALAYSIAN COMMUNICATIONS AND MULTIMEDIA

CONTENT CODE
Reference
Duncan, A. (2016). 10 Essentials to an Effective TV Commercial. Retrived November 2016
from https://www.thebalance.com/effective-tv-commercials-39339

Meor Zailan Sulaiman , (1992) The emergence of commercial television in Malaysia and its
performance during the early period of its existence. Jurnal Komunikasi ; Malaysian Journal of
Communication , 8 . pp. 103-115. ISSN 0128-1496

Astro Media Sales (2014). Advertising Rate Card. Retrived November 2016 from
http://www.astroradar.my/_files/download/Astro%20TV%20Advertising%20Rate%20Card%20(
Rev%2008%20Oct%202014).pdf

The Malaysian Communication and Multimedia Content Code Forum of Malaysia (n.d). The
Communication and Multimedia Content Forum of Malaysia. Retrived November 2016 from
http://www.skmm.gov.my/skmmgovmy/files/attachments/ContentCode.pdf