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Television as an advertising media
This document discusses television advertising as a media. It begins by defining advertising and television. It then discusses what types of products are commonly advertised on television, including popular consumer goods and durable products. The document outlines some advantages of television advertising such as its realism, ability to reach large audiences, allow for message repetition, and be cost efficient. It also notes some disadvantages like the high expenses of television ads, issues with commercial clutter, and its non-selective audience.
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Television as an advertising media
- 1. Television-as an advertising media By BY SMART LEARNING WAY marketing management 1
- 2. Flow of presentation 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 Review of presentation Bibliography marketing management 2
- 3. 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.” marketing management 3
- 4. Meaning of television “a system for transmitting visual images with sound and displaying them electronically on a screen” marketing management 4
- 5. 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. marketing management 5
- 6. Cont… the televisionmarket 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. marketing management 6
- 7. 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. marketing management 7
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- 9. What is advertisedon 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. marketing management 9
- 10. 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. marketing management 10
- 11. Television advertising inBritain 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. marketing management 11
- 12. Advantages of television Realism Receptive audiences Repetition Zoning and networking Appeal to retailers Linked with other media Cost efficiency Impact Influence marketing management 12
- 13. Realism Because ofthe 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. marketing management 13
- 14. Cont… It isa 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. marketing management 14
- 15. Receptive audiences beingreceived 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. marketing management 15
- 16. Cont… In factthe quality of British commercials is so high that its creators are the ones who also produce some of the best cinema films. marketing management 16
- 17. Repetition The advertisementcan 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. marketing management 17
- 18. 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. marketing management 18
- 19. Appeal retailers Televisionadvertising 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. marketing management 19
- 20. Cont… It cansometimes 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. marketing management 20
- 21. Linked with othermedia 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. marketing management 21
- 22. Cost efficiency Manyadvertisers 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. marketing management 22
- 23. 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. marketing management 23
- 24. Impact another advantagesof 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. marketing management 24
- 25. Influence The finaladvantages 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. marketing management 25
- 26. Disadvantages of television Expense Clutter Nonselective audience Inflexibility marketing management 26
- 27. Expense the mostserious 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 management 27
- 28. Clutter Television suffersfrom 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 management 28
- 29. Cont…. Although thenetworks 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 management 29
- 30. Nonselective audience despitethe 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 management 30
- 31. Inflexibility television alsosuffers 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 management 31
- 32. Conclusion It isthe 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. marketing management 32
- 33. cont… however, itis an extremely expensive medium. Further, it also suffers from the demerit of limited coverage. marketing management 33
- 34. Bibliography Advertising fourthaudition By -Frank jefkins -Daniel yadin Advertising principles and practice Fifth edition By -William wells -john Burnett -Sandra moriarty marketing management 34
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