Your company is considering the use of television to advertise its product. The CEO has asked you and the other members of the marketing department (your classmates) to evaluate this option. In particular you are to debate the following issue: Has TV advertising lost power?
Long deemed the most successful advertising medium, television advertising has received increased criticism as being too expensive and, even worse, no longer as effective as it once was. Critics maintain that consumers tune out too many ads by zipping and zapping and that it is difficult to make a strong impression. The future, claim some, is with online advertising. Supporters of TV disagree, contending that the multisensory impact of TV is unsurpassed and that no other media option offers the same potential impact.
Compare TV advertising with one other promotional channel.© BrainMass Inc. brainmass.com March 4, 2021, 6:19 pm ad1c9bdddf
TV advertising has lost its power
Disadvantages in Television Advertising
Because TV has such a larger A.D.I., the stations can charge more for commercials based on the larger number of viewers reached.
The cost of television commercial time is based on two variables:
1. The number of viewers who watch the program.
2. The time during the day the program airs.
One 30 second television commercial during prime time viewing (8 p.m. to 11 p.m.) can cost 10 to 30 times more than one radio spot during drive time (which is considered prime listening time).
While the newspaper may cover the city's general metropolitan area, TV may cover a good portion of the state where you live. If such a coverage blankets most of your sales territory, TV advertising may be the best advertising alternative for your business.
Producing a commercial is also an important variable to consider. On the whole, television audiences have become more sophisticated and have come to expect quality commercials. A poorly produced commercial could severely limit the effectiveness of your message, and may even create a bad image in your customer's mind.
Advertising agencies or TV commercial production facilities are the best organizations for creating a commercial that will be effective for the goods or service you are offering. But the cost of a well-produced commercial is often more expensive than people think. Some TV stations will claim they can put together commercials for "almost nothing." Before agreeing to this, find out what "almost nothing" means. Then, determine if the commercial quality and content they are proposing will represent your firm's image.
Many companies use the station's commercial production facilities for creating "tag lines" on pre-produced commercials. Often, the station will help you personalize the spot for little or no cost...if you advertise with them. Remember, more than anything else, when it comes to making a TV commercial, you get what you pay for. And when you're buying commercial time, it makes sense to have the best sales presentation possible.
Remember, like radio, the message comes and goes...and that's it. The viewer doesn't see your commercial again unless you buy more placements.
Creativity: A Vital Element
When you advertise on TV, your commercial is not only competing with other commercials, it's also competing with the other elements in the viewer's environment as well.
The viewer may choose to get a snack during the ...