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TELEVISION ADVERTISING

Television is often called "king" of the advertising media, since a majority of people spends more hours watching

TV per day than any other medium. It combines the use of sight, color, sound and motion...and it works. TV has

proven its persuasive power in influencing human behavior time and time again. But it's also the "king" of

advertising costs.

Advantages in Television Advertising

Television reaches very large audiences-audiences that are usually larger than the audience your city's newspaper

reaches. The area that a television station broadcast signal covers is called A.D.I., which stands for "Area of

Dominant Influence."

Some advantages of television advertising include the following:

1. Advertising on television can give a product or service instant validity and prominence.

2. You can easily reach the audiences you have targeted by advertising on TV. Children can be reached during

cartoon programming, farmers during the morning agricultural reports and housewives during the afternoon soapoperas. A special documentary on energy sources for heating homes and business will also attract viewers

interested in heating alternatives.

3. TV offers the greatest possibility for creative advertising. With a camera, you can take your audience anywhere

and show them almost anything.

4. Since there are fewer television stations than radio stations in a given area, each TV audience is divided into

much larger segments, which enables you to reach a larger, yet, more diverse audience.

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:

The number of viewers who watch the program. 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.

As we have seen, television can be considered a one-way information feed mass media. If technically these

limitations are materialized in a less engaging device, the truth is that, with its 50 years history and its penetration

rate, we can see that it was worth a worldwide acceptance. If, on one hand, its technical constraints are

drawbacks, on the other, they can be very strong means to get messages through. Television has the power of

showing reality to a vast amount of people, even when what is being shown is far from being an unbiased

representation of reality. For advertisers, television has been the ultimate media, reaching powerfully a

considerable amount of people. The little box that changed the world really did change the world by reaching

people every day.


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Nevertheless, in terms of advertising, television as we know it has many drawbacks that can be easily overcome

when it suffers a major up-grade as the bringing of interactivity to the device appears to be. Some of television

weaknesses find its roots in the media strategy and in the media planning part of the advertising process. Which is

the core part of advertising in the new media that brought powerful tools to target audiences with a more

appropriate timing, representing a better use of the advertising investments. Moreover, it allowed new measuring

features to be translated both to the creative and effectiveness fields, enabling a possible combination betweenadvertising and marketing on a never-ending ongoing process. I think that an analyses of the drawbacks is more

understandable if it appears as a commented list:

1. Difficult to (exact) target: Television advertising cannot be much targeted, mainly because television is byall means an old mass medium. This characteristic makes television advertising to be profiled onto a

quite broaden shape, so that its reach is enlarged the most amongst its huge audience (see prime-time). If

we consider the penetration values of television in our western world, it becomes easily understandable

how difficult targeting is, when using this media. Obviously different programmes, different channels and

even different daytimes create audience disparities, but there is always a bit of uncertainness.

2. Prime time: Because television is so widespread, it has become part of our lives, not only socially but alsomentally. Everyone talks about what they have seen on telly last evening that is a bit of the social role of

television. Whether we like it or not, there is always something in our conversations that is telly-related,

that someone has seen in a TV programme. Or if you prefer, many of our conversations are television-

generated. It seems that people feel the need to watch television after a day of work just to relax. This is

the mental part of us aching for a bit of evening television that does not requires any thinking effort. This

gave birth to the expression Couch Potato. So televisions prime time appears to be the advertisers

dream time-slot to place / air their ads, as it catches millions of eyeballs everyday. In Interactive

Television, user time is prime time and it can be any time of the day.

3. Repetition / Frequency: Because millions watch television every day, advertisers / adverts becamenoticed upon repetition. It is funny to watch the same channel one entire evening: sometimes we see the

same advert 3 or even 4 times. This also comes as a result of a fact: the more ad space advertisers buy,

the cheaper it is sold. Obviously forced repetition can be very annoying to the user.

4. Media Strategy / Planning and Buying: Moreover, media buying is done on a promotion basis, meaningthat the more time you buy, the cheaper each second costs. This has mostly to do with the fact that the

media buying companies work as an intermediary on the process. They serve many advertisers and their

goal is to buy the television channels as much airtime as possible, so that their buying prices are the

lowest. Then they sell it to the advertisers the same way, but cheaper compared to the price it would cost

if the advertisers were buying it directly to the TV Channel. Television advertising media planning and

buying has always been time-driven. After all, television advertising has always been accounted for time,

both the time of the day and the time-duration of a given advert. It concerns the estimated number of

people watching television at a given time and how much does a second of airtime costs according to the

estimated number of viewers. Media Strategy / Planning is done a priori, which means that, if there are

unpredictable factors that alter the estimated audience, the change cannot be accounted for. This lack of

accounting features will be solved on ITV.

5. Measuring Audiences: Audiences are estimated so the prices do not change. If by some reason no onewatches the advert, the advertiser is losing money; if more than the estimated number decides to watch,

the television station looses. And even when the advertiser wins on the estimated audience battle with

the channel, it is very difficult to figure it out on the sales.

6. Measuring results: It is very difficult for an advertiser to find out how much Return of Investment (R.O.I.)its television campaigns do pull out. There are two important reasons for this: first, more and more

campaigns are done in more than one media the so-called media-mixmeaning that the results can


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only be accounted in total and not for each media individually; moreover, unless you have some kind of

back channel, it is very difficult to determine the quality of the contacts made on each single medium.

Important Points to remember while choosing television as a media vehicle

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 commercial break, go to the bathroom or have a conversation

about what they just saw on the show they were viewing. Even if your commercial is being aired, viewers may

never see it unless it is creative enough to capture their attention. That's why it's so important to consider the kind

of commercial you are going to create...and how you want your audience to be affected. Spending money on a

good commercial in the beginning will pay dividends in the end.

Don't Use TV Unless Your Budget Allows

Attempting to use TV advertising by using a poorly-produced commercial; buying inexpensive late night

commercial time that few people watch; or just placing your commercial a couple times on the air will guarantee

disappointing results. To obtain positive results from TV advertising you must have enough money in your budget

to:

1. Pay for the cost of producing a good TV commercial.

2. Pay for effective commercial time that will reach your viewer at least 5-7 times.

Properly done, television advertising is the most effective medium there is. But, it is big league advertising and you

shouldn't attempt it unless you have enough money in your budget to do it right.

If you're still attracted to TV, it's a good idea to call in an advertising agency for production and media buying

estimates. Then, figure out what sales results you can expect. With such data, you should be able to reach a logical

advertising decision.


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TV Commercial production

Before you make a decision on your TV ad campaign direction, lets make sure you address the following:

1. Do you have a product/service that is appealing to the public?2. Did you determine your television advertising and production budget? (varies in different markets)3. Will you be able to handle the additional traffic?

If your answer is yes to all of the above questions, then you are ready to determine your advertising strategy for

TV. There are a variety of ways you can advertise on-screen. So, in order to choose the right approach, you must

become familiar with them.

To better assist you, here is a list of the main advertising methods for television:

Television Commercial

This is the most well-known type of advertising. A TV commercial typically runs as a 15 or 30 second spot, which is

not very much time to describe your product. With this type of advertising it is important that you partner up with

a talented and creative production team. It is also crucial that they are experienced in commercial production,

specifically.


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InfomercialIf you cannot capture your audience in 30 seconds, then this might be the way to go. This advertising approach is

perfect for demonstrations and testimonials. It allows you to take an hour to explain your product and encourages

your audience to make a purchase during the ad. However, since an infomercial is much longer than a typical

commercial, the times when they can run are usually late night or early morning. You may not have a high amount

of viewers, but at least the audience you have gained will be motivated enough to spread the word.

Product Placement


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Sponsoring

Marketing Communication Planning Process


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Business models

ModelBusiness Model

Type

Description Comments/ Examples

Model 1Completely in-

house

Clients having in-house creative,

media planning and buying and

departments

Some public sector

companies like GAIL

Model 2 Partly in-house

Clients having in-house media

planning and buying departments -creative

part is outsourced

Dabur, CavinKare

Model 3Unbundled

agencies

Agencies specializing in creative's

and media planning and buying

functions- clients have flexibility andcan deal with separate agencies for

different solutions

Mindshare (media),

O&M (creative),

Starcom (media), Leo

Burnett (creative)

Model 4Full-service

agencies

Full-service agencies providing

creative, media planning and buying

solutions- acting as one-stop-shop

for clients

Old model, not very

popular today

Unbundled business model


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