Deedar ppt
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Television has been used as an advertising medium since its introduction in 1939. Producing a quality 30-second national TV ad can cost up to $300,000. TV reaches large audiences, often larger than newspapers, and enables advertisers to target specific demographics like children, homemakers, and insomniacs. While TV ads face competition for viewers' attention, television advertising is still the most influential media for purchasing decisions.
Deedar ppt
- 1. Television Advertisement Click to edit Master subtitle style
- 2. History • Television has been used as an advertising medium nearly since the day the device was introduced at the New York World's Fair in 1939. • Television -- and its ability to help marketers reach a mass audience. • According to a May 2011 report by All Business.com, producing a quality 30-second national TV spot can cost up to $300,000
- 3. Cont…. • Then, Now, and Later." Television advertising is one of the most popular ways of conveying a mass message. • In fact, advertisers in the US spent $59 billion on TV advertising in 2010, according to the marketing industry website, Emarketer.
- 4. Adds • Watching TV is the most common leisure activity in our country today. • It is the medium where the consumer spends the most “attentive” time.
- 5. Cont… • A number of surveys report average daily television viewing time as high as five to six hours. • No wonder it has grown into a giant advertising medium
- 6. Advantages of Television Advertising • Television reaches very large audiences – usually much larger than the audience your local newspaper reaches, and it does so during a short period of time. • 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.
- 7. Cont… • It has the ability to convey your message with sight, sound and motion, and can give a product or service instant validity and prominence. • You can easily reach targeted audiences. • Children can be reached during cartoon programming, homemakers during daytime programming, and insomniacs after midnight
- 8. Disadvantages of Television Advertising • When you advertise on TV, your commercial is not only competing with others, it is also competing with the viewer’s environment as well. • Even if your commercial is being aired, viewers may never see it unless it is intrusive enough to capture their attention.
- 9. Cont… • A minimum amount of airtime provides limited length of exposure and ad clutter. • The message comes and goes, and that’s it! Unless you buy additional time, the viewer doesn’t see your commercial again.
- 10. How create TV ad. • To create an effective television ad, it’s first necessary to have a good script that highlights a strong offer. • Ads must also be effectively produced, and it’s for this reason that it’s often better to enlist the services of an advertising agency, which can help you create an entire campaign.
- 11. kinds of advertisements • Gunn's first format is the "demo." This is a visual demonstration of a product's capabilities. • The second format is "show the need or problem." First, you make it clear that something's not up to snuff in the consumer's life. • The third format is a variation on showing the problem.
- 12. Cont… • The fourth format is "comparison. • The fifth format is the "exemplary story." • The sixth format is "benefit causes story.
- 13. Cont…. • The seventh format is "tell it"—also known as "presenter," "testimonial," or "A-tells-B." This can take the form of a kindly neighbor or best-friend spot ("Oh, I used to get arthritis • The eighth format is "ongoing characters and celebrities." • The ninth format is the "symbol, analogy, or exaggerated graphic" demonstrating a benefit of the product. (Recall that earlier we saw this technique used to demonstrate a problem that the product solves.)
- 14. Cont… • The 10th format is "unique personality property." • The 11th and final format is the "parody or borrowed format."
- 15. The Influence of Television Advertising • Despite the growing strength of social networks, television advertising is still the most influential medium in people’s purchase decisions. • A report from the Television Bureau of Advertising and Knowledge Networks Inc. reveals that 37 percent of television viewers make purchase decisions after watching advertisements on television compared to 7 percent for social networks.
- 16. Cont… • Gender Identity • Television advertisements influence gender differences between male and females. • For example, the frequent use of male voices in voice-overs conveys the notion that males are more credible and authoritative than females.
- 17. Cont… • Children • Television nurtures in children a desire to have freedom of choice, which is important in making purchase decisions independently of their parents. • Advertisers find them easy to influence into spending money on the advertised product.
- 18. Cont… • Voter Decisions • Political ads on TV can influence voter decisions. Using TV to promote a political campaign helps to avoid selective exposure and gains the attention of 70 percent of voters. • People who have little information about a political candidate or are not interested in a political campaign often change their attitude toward candidates after viewing their advertisements.
- 19. Cont… • Social Influence • Television advertising promotes the notion that buying products equals happiness. • It nurtures a consumer culture that encourages people to buy new products as a way to conform to the society’s goals, values and pleasures.