Television as an advertising media

1. Television-as an advertising
media
By
BY
SMART LEARNING WAY
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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
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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.”
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4. Meaning of television
“a system for transmitting visual
images with sound and displaying them
electronically on a screen”
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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.
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6. Cont…
the television market 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.
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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.
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9. What is advertised on 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.
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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.
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11. Television advertising in Britain
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.
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12. Advantages of television
Realism
Receptive audiences
Repetition
Zoning and networking
Appeal to retailers
Linked with other media
Cost efficiency
Impact
Influence
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13. Realism
Because of the 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.
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14. Cont…
It is a 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.
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15. Receptive audiences
being received 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.
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16. Cont…
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.
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17. Repetition
The advertisement can 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.
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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.
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19. Appeal retailers
Television advertising 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.
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20. Cont…
It can sometimes 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.
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21. Linked with other media
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.
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22. Cost efficiency
Many advertisers 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.
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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.
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24. Impact
another advantages of 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.
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25. Influence
The final advantages 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.
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26. Disadvantages of television
Expense
Clutter
Nonselective audience
Inflexibility
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27. Expense
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.
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28. Clutter
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.
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29. 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.
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30. 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.
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31. Inflexibility
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.
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32. Conclusion
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.
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33. cont…
however, it is an extremely expensive
medium. Further, it also suffers from the
demerit of limited coverage.
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34. Bibliography
Advertising
fourth audition
By
-Frank jefkins
-Daniel yadin
Advertising principles and practice
Fifth edition
By
-William wells
-john Burnett
-Sandra moriarty
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