Televisio

n As an
Advertisi
ng
Media
 Flow of
presentation
• What is advertising
• Meaning of television
• Television advertising
• Why to use television advertising
• Why not to use television advertising
• Television Advertiser’s Media Choice
• Message strategy in television
advertising
• Product placement
• Suggestions
• Conclusion
2
 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.”

3
Meaning of
television
A system for transmitting visual images with
sound and
displaying them electronically on a screen”

4
Advertising on television usually means running a TV
commercial, typically between 15 and 60 seconds in length, but
TV advertising can also include sponsorships and product
placement within television shows.
 Why to use Television As an Advertising
Media
Realism

Receptive audiences

Repetition

Zoning and networking

Appeal to Retailers

Linked with other

media Cost

Impact Influence
efficiency
 Why to use Television As an Advertising
Media
Realism
Because of the combination of colour,
sound and action, television has assets
Receptive
audiences no other medium can offer(with the
exception of the cinema which no longer
Repetition
has the big audiences which existed
prior to television). With the
Zoning and
networking advantages the advertiser can show and
demonstrate the product.
Appeal to
Retailers
Linked with other
media

Cost efficiency
Impact Influence
 Why to use Television As an Advertising
Media
Realism Being received in the home in an
entertainment atmosphere, commercials
Receptive are well received, especially as they are
audiences produced to high technical standards
Repetition and the presenter s often a well-
known personality or at least a good
actor or actress who presents the
Zoning and
networking
product authentically.
Appeal to
Retailers In fact the quality of commercials is
so high that its creatorsare the ones
Linked with other
who also produce some of the best
media
cinema films.
Cost efficiency

Impact Influence
 Why to use Television As an Advertising
Media
Realism

Receptive The advertisement can be repeated to the

audiences point when a sufficient number of viewers
Repetition have seen it enough times advertisement
to have impact. Nowadays,
Zoning and advertisers do not indulge in saturation
networking advertising, which
Appeal to is not only expensive but
Retailers offensive. A good advertisement should
Linked with other be capable of being
media shown again after a rest without boring its
Cost efficiency audience.

Impact Influence
 Why to use Television As an Advertising
Media
Realism

Receptive
audiences
Repetition An advertiser can use
one or any
Zoning and combination of stations,
networking
or network them all if
Appeal to Retailers he or she wishes.

Linked with other

media Cost

Impact Influence
efficiency
 Why to use Television As an Advertising
Media
Realism

Receptive
audiences
Repetition
Television advertising can reach
retailers as well as consumers, both
Zoning and
networking because commercials can be
addressed solely to them. Retailers
Appeal to
Retailers know that if something is advertised
on television there will be demand
Linked with other
media and it will sell.
Cost efficiency

Impact Influence
 Why to use Television As an Advertising
Media
Realism

Receptive The TV commercials may be fleeting, but if

audiences fuller information, or a means of returning
Repetition an enquiry coupon is required this can be
done by advertising in the weekly listings
magazines radio, times TV Quick, TV times,
Zoning and or what`s on TV or in newspaper carrying
networking supportive advertisement can be named I
Appeal to the commercials. Press ads may refer to `as
Retailers on TV`. The television companies also
offer telephone enquiry services, and
Linked with other computerised ordering facilities, the
media number being given I the commercial.
Cost efficiency Many advertisers are own adding a website
as a response element in their
commercial.
Impact Influence
 Why to use Television As an Advertising
Media
Realism Many advertisers view
television as the most
Receptive
effective
way to deliver a commercial
audiences
message because it hasa wide
Repetition
reach. Millions of people watch
some TV
Zoning and
networking
regularly.
Television not only reaches a
Appeal to
Retailers
largepercentage of the population,but
it also reaches people who are not
Linked with other
media
reached effectively by print media.
Cost efficiency

Impact Influence
 Why to use Television As an Advertising
Media
Realism

Receptive
audiences
Another advantages of television is the
Repetition strong impact the interaction of sight
and sound creates this feature includes a
Zoning and level, consumer involvement that often
networking
approximates the shopping experience,
Appeal to including encountering a persuasive
Retailers
salesperson
Linked with other
media

Cost efficiency
Impact Influence
Why Not to use Television As an Advertising
Media
 Expense
 Clutter
 Nonselective
audience
 Inflexibility

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 Expens
e
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.

marketing
16
management
 Clutte
r
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.

marketing
17
management
 Cont
…
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.

marketing
18
management
 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.
marketing
19
management
 Inflexibilit
y
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.
marketing
20
management
 Message strategy in
Television
advertisement
 Hidden and Overt messages – adverts communicate messages about their products to their
audience.

 Emotional Responses – advertisers affects peoples emotions. For emotions advertisers often

employ children in order to create an emotional response.

 Celebrity Endorsement – advertisers often use a celebrity to promote their product,

selecting someone who fits with their brand.

 Music

 Product placement
CONT
..
 Benefits offered – adverts will communicate the benefits of choosing
their product.

 Advantages over similar products –advertisers often compare their product

to their competitors, explaining the advantages of their product, e.g.
cheaper, stronger, lasts longer, etc.

 Unique selling proposition – the unique proposition offered by a product.

 Lifestyle appeal – creating the impression that the product will improve
your lifestyle.

 Brand identity – creating a specific image for the brand.

 Concept of product placement in TV
ad
• A product placement is a form of
advertising (usually not involving ads) in
which branded products and services are
noticeable within a drama production with
large audiences
CONT.
.
 Suggestions for presenting an TV
•
ad
Go after your audience
• Highlight your completive advantage
• Establish an image
• You have to spend money to make
money
• Advertising in right place
• Diversity
• Don’t try to be every thing to every one
• Test your ad in advance
• Monitor your ads
 An advertising campaign
should be geared toward
your niche market. It is a
create generic ads
that
do not speak
the
language or grab
the
attention of
your potential
customers.
 Ask yourself what kind of
customers you want
to
attract, and make
sure
your ads speak to
them on a personal level.
 One of the keys to all
advertising is to
highlight the pros of
your company - -
those factors that give
you your competitive
Too many ads are
edge.
clever but fail to sell
the specific benefits of
the featured product or
service. Unless you
highlight these
benefits, your ad
delivers no value to
potential customers.
 There are plenty of
products that you
recognize by their
packaging or logo.
 Image counts when it
comes to advertising
and
promoting your business.
not many
Too workadvertisers
to builddo
consistent image,
a and
they're missin the
chance to g make an
impression on
prospective customers
 There are ways to save
money, but advertising
is typically not the
place to cut corners.
Doing so will affect
sales, and that affects
the bottom line.
Successful advertising
may cost some money,
but that is because it
works.
 favorite
Your
magazine, radio
station, or even
television program might
not be a favorite of your
audience. Do
research about
some your
target market to
understand who they are
and determine what they
read, watch, and listen
to. Then advertise in the
appropriate media to
ensure that you reach
your target market.
 If your budget $5,000
per month for
advertising, you've made
very eas it from a
bookkeeping
y perspective.
However, if like most
businesse you have
seasona
s highs and
llows, you are spending too
much money advertising
during down times and not
enough when you want to
attract customers. Too
many entrepreneurs do not
budget according to their
seasonal advertising needs.
 It is all too common for
business owners to
choose the best place to
advertise based on price
and potential rate of
returns, and then stop.
As the with
investing,
is you do not
case
want to put all of your
eggs in one basket.
Spread your advertising
dollars around
choosing abyvariety of
suitable media for your
audience and budget.
 No product or service will
appeal to everyone. Many
business owners,
including corporate
executives, try to come
up with ways to reach
every market. Typically,
this does not work. It can
spell disaster for small
businesses, who cannot
afford to spread
themselves too thin.
Therefore, find your
market and be everything
you be to that
audience
can
 If you have the
time or money to invest
in focus
groups, you should
test
your ads on other
people. Do they
understand and
accept
morethe message effectively
you
are
communicate your
trying to convey? If not, get
message.
insight
 There
into other
are how youless-
could
expensive ways to test your
ads as well --
questionnaires, for example
 It is very easy to ask new
customers or clients
where they heard about
you. As simple as this is,
many entrepreneurs do
not bother to do so. It is
advantageous to
understand
which elements of your
ads are most effective
media
and which offer the most
profitable advertising
opportunities for your
company.
Conclusio
n
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.

36
Thank
You