Impact of TV advertisement

Advertising
The vehicles that carry the ads to the target market. Connecting people and
companies. Advertising is a marketing communication that employs an openly
sponsored, non-personal message to promote or sell a product, service or idea.
Sponsors of advertising are typically businesses wishing to promote their
products or services. Advertising is differentiated from public relations in that an
advertiser pays for and has control over the message. It differs from personal
selling in that the message is non-personal, not directed to a particular individual.
Advertising is communicated through various mass media, including traditional
media such as newspapers,magazines, television, radio, outdoor
advertising or direct mail and new media such as search results, blogs, social
media, websites or text messages. The actual presentation of the message in a
medium is referred to as an advertisement.

Television Advertising
It is more effective as compared to radio as it has the advantages of sound and
sight.

On account of pictorial presentation, it is more effective and impressive and

leaves ever lasting impression on the mind of the viewer.

Impact of TV Advertising in society

Have you seen the latest ad on your favorite food, perfume, bag, clothes, mobile
phone, computer, TV commercial ads etc..? Are you so “in” the latest ad that
you’ve already bought the trends and hippest accessories advertised? Are you
updated with the newest TV commercial jingles and taglines?

These are simply effect of television advertising to society. With more people
patronizing TV these days, more and more people are carried away because of
the TV ads, also- without even consciously knowing it.

These advertisements hold a great impact and effect on the viewers especially
the young ones. Most of the ads usually convey their message effectively in just
a few seconds that the audience have unknowingly captured the idea and
internalized it- and the next thing they know, they are in the malls, buying the
newest shampoo or soap or makeup.

More children prefer to eat junk food and fatty chips because of the yummy ads
they see on TV.

The effect of television advertising are impressive , affecting everyone – children,

teens and adults- that self – worth and self – appreciation is slowly diminishing. It
is because these TV ads point out the person’s lack of something, instead of the
products’ features.

So, instead of consumers buying it because of the product’s particular ingredient

or value, consumers tend to buy it to make them feel good and beautiful instead.
Though the effects of television advertising are somehow getting worse and more
people still patronize it.

TV Advertisement structure : Form

1. Different forms are used in advertising in different ways

depending on the consumer’s psychology products and services.

2. the form of an advert will vary.

Animation

The tearm animation encompasses a wide range of techniques

From 2d & 3d all the way to CGI. Animated image are often used

in television advertising so that more fantastic or impossible scenes

can be used.

Examples:

Mentos Evolution - Dimaag ki batti jla de

Mini Fictions

Many ads present mini fictional narratives, including a main

character with whom we are asked to identify, and a little

scenario/situation within which they successfully

operate to overcome some problem or issue.

Examples:-

India’s Got Talent

Documentary

Documentary style adverts are use to suggest ‘real people’ who

are using the product. They borrow from the trust we have in

documentaries to ‘tell the truth’ they may also involve celebrity

or ‘expert’ endorsement.

Examples:

Google- The hero

Talking Heads

Following on from documentary, the celebrity or expert

May be presented as a ‘talking head’ usually addressing an implied interviewer. A talking head
may also be a satisfied customer saying how much they love the product.

Example:

Dove shop

Stand Alone Ads Versus Series Ads

Most ads are stand alone ads, which advertise a product or

Service and do not link with any exiting advertisements for

That brand, products or service.

Example:

Cadbury gems- Raho umarless

Series Ads

Some ad campaigns use a series of adverts to promote a single

Brand, products or service. Sometimes the adverts differ slightly

In the content but it can also result in a progressive narrative

Over a long period of time and over a number of singular

Commercials. occasionaly these series last for many years.

Examples:

Tata sky – daily dillagi

Case Study Cadbury Dairy Milk Chocolate

The story of Cadbury dairy milk started way back in 1905 at Bournville, U.K.,

But the journey with chocolate lovers in India began in 1948.

The pure taste of CadbF/ury Dairy Milk is the taste most Indians crave for

When they think of Cadbury dairy milk.

The variants Fruit & nut, crackle and roast almond, combine the classic

Taste of Cadbury dairy milk with a variety of ingredients and are very popular

Amongst teens and adults.

Journey
Cadbury Dairy Milk has been the market leader in the chocolate category for years.

And has participated and been a part of every Indian’s movements of happiness, joy

And celebration.

In the late 90’s, to further expand the category, the focus shifted towards widening

Chocolate consumption amongst the masses, through the ‘Khane Waalon Ko Khane

Ka Bahana Chahiye’ campaign. This campaign built social acceptance for chocolate

Consumption amongst adults, by showcasing collective and shared moments.

More recently, the ‘kuch Meetha ho Jaye’ campaign associated Cadbury Dairy Milk

with Celebratory occasions and the phrase ‘Pappu Paas ho Gaya’ became part of

Street Language. It has been adopted by consumers and today is used extensively to

express joy in a moment of achievment/success.

Reference

Marketing Mangement : Dr. Ajeet Kumar Shukla

Graphic Design : Narendra Singh Yadav

Vigyapan Takniki Evam Shidhanta : Narendra Singh Yadav

Talking With Prof. Hiralal Prajapati (Banaras Hindu University)