IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING

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Advertising and Promotion (MKT621)

Lesson 22

IMPORTANT TOOL OF ADVERTISING

OVERVIEW

In this lecture continuing with an important tool of advertising i.e. magazines, we will explain

the types of audience, advertising importance of television advertising its comparison with

other media advantages and disadvantages including the ingredients of a good TV campaign,

forms of TV advertising will be discussed. Moreover another important component of

electronic media ratio will be discussed in detail besides discussing Cable TV, transit,

billboards advertising will be explained.

TYPES OF MAGAZINES:

It is important to know different types of audience. Primarily following three different types of

audience:

Consumers: Directed to consumers who buy products for personal consumption.

Business: For business readers like:

a) Trade papers

b) Industrial magazines

c) Professional magazines

Farm Audience: Targets farmers & those engaged in products related to farming

TYPES OF ADVERTISING:

There are various types of advertising in use today like;

OUT DOOR or OUT OF HOME ADVERTISING:

From posters, bill boards to hot air balloons.

TRANSIT ADVERTISING:

Generally in urban areas like paint on buses, taxis etc. both inside & outside of these.

DIRECTORIES:

Like yellow pages, Trade directories etc.

TELEVISION ADVERTISING

This source provides the ability to communicate sight, sound, motion and emotion, by giving

product "larger than life" image and being visual has more impact on customers. "Seeing is

believing" becomes reality and makes easy for consumers to take decision.

The following chart compares television to other media and its over all superiority as primary

media source of news and proving as a credible news source as illustrated as Chart No. 24.

Advertising and Promotion (MKT621)

ADVANTAGE OF TV TO OTHER MEDIA

69%

37%

Newspapers

14%

Radio

Magazines

(a) Primary media source of news

53%

23%

Newspapers

Radio

Magazines

(b) Credibility of news sources

ADVANTAGES OF TELEVISION ADVERTISING

Television is rapidly becoming a very strong medium of advertising with global media

explosion and the setting up of numerous TV channels with in many cases very large foot print

(coverage area). It is being used extensively by all type of businesses, services and

governments, following are the advantages of television advertising:

· Creativity and Impact: The greatest advantage of TV is the opportunity it provides for

presenting the advertising message, the blend of sight and sound offers tremendous creative

flexibility and resultantly making deep impact.

· Coverage and cost effectiveness: Television advertising makes it possible to reach large

audience nearly everyone regardless of age, gender, income or educational level watches

TV at least for sometime. In view of the large coverage of its telecast makes it more

effective both for advertising and cost effectiveness.

· Captivity and attention: The combined power of site, sound, motion and emotion creates a

very good effect

· Selectivity and flexibility: In TV advertising some selectivity is possible to due to

variations in the composition of audiences as a result of program content time of telecast

and geographical coverage.

LIMITATIONS OF TELEVISION:

Despite being advantages and unsurpassed from creative perspective it still has some

disadvantages that limit its use by many advertisers. These are as follows:

· Costs: It is enormously expensive medium to advertise.

· Lack of selectivity: TV doesn't offer as much audience selectivity as radio, magazine,

newspapers or direct mail for reach precise segment of the market.

Advertising and Promotion (MKT621)

· Fleeting message: Television commercials usually last from 30 seconds or less and leave

nothing tangible for the viewer to examine or consider.

· Clutter: The problem of reading messages and shorter commercials suggests that since the

advertiser message is only one or more spots its results in effectiveness because of such

clutter.

· Limited viewer attention: Buying time on a TV program it communicates a message to

large number of customers yet there is increasing evidence that the size of viewing audience

shrink during a commercial break.

· Deception in television advertising: Art and technology is being used to create simulations

to tell stories to evoke desired reaction from the audience. Basically a tantamount to say

what is not actually true.

INGREDIENTS OF A GOOD TV CAMPAIGN:

Television is an influential medium of advertising but making a good TV campaign the creative

process begins with our knowledge of what works best for television campaigns. The

consumers respond best to television commercials that employ one of the following elements:

· Celebrities.

· Humor, especially a surprise or a twist.

· A story line.

· A simple concept.

FORMS OF TV ADVERTISING:

Various techniques are used for Television Advertising and following are its different forms.

SPONSORSHIPS: Advertising through sponsoring programs

PARTICIPATIONS: Frequent spots 5, 10, 20, 30 seconds

SPOT ANNOUNCEMENTS: Word spot means with time frame appear during breaks etc.

RADIO ADVERTISING:

Although not as glamorous as TV yet it is still effective and strong. Following are the

advantages of radio advertising:

ADVANTAGES:

· Low cost option.

· Definable target markets based on their format.

· Radio stations offer considerable flexibility & a short lead time.

· Intimacy like FM stations etc, liking to presenters, DJ's etc.

· Mobile: Its portability makes it mobile and can be taken anywhere.

DISADVANTAGES OF RADIO:

Radio has its disadvantages too which are given below:

· Short exposure time: Radio advertisements normally last only 15 or 30 seconds and

listeners busy with other activities may not register them.

· Target duplication: Several radio stations may try to reach the same target market and

advertising on all of them may not be financially feasible yet reaching everyone in that

target market may not be possible unless all stations are used.

· Overloading of ads: Normally too much information is put in one add thus overloading

the consumer mind and very little is retain.

· Loyal listenership: Radio stations have loyal listener who do not prefer to listen to other

stations.

Advertising and Promotion (MKT621)

MEASURING RADIO AUDIENCE:

· Coverage: The most basic measure is the station coverage which is simply the number of

homes in a geographic area that are able to pick up the station clearly.

· Circulation: The circulation of the radio station i.e. the number of listeners listening to it

regularly.

· Competing programs: Competing programs also provide a very good medium to judged,

determine and measure radio audience.

· Timings of programs: The timings of programs are also crucial for measuring the number of

radio audience.

CABLE TV:

Cable TV is now becoming very popular source of advertising and it has various advantages as

under:

ADVANTAGES:

· Can buy time on programs for specific audiences

· Cost is lower than normal TV.

· Production costs more affordable.

· More innovative production people available.

· Message reach assured

LIMITATIONS OF CABLE TV:

There are various disadvantages of cable TV which limit its benefits these are appended below:

· Limited or small Reach.

· May have less experienced production crew.

· Reaching specific customers, but not potential customers.

· Audience may be fragmented and viewers may stay with a program for a shorter period of

time.

TRANSIT ADVERTISING:

Basically Transit Advertising can be defining as a source consisting of paper posters placed

inside or on transit vehicles and in transit stations. following are the advantages of transit

advertising preceded by its disadvantages:

ADVANTAGES

· Exposure to one ad can be long if inside a transit vehicle.

· Frequency.

· Ads outside the transit vehicle are seen by large & diverse audiences.

· Ad message can be timely.

· Method tends to be quite inexpensive.

· Ads could be somewhat lifestyle targeted passing through specific neighborhoods.

DISADVANTAGES

· Ad design is usually limited to size of space.

· People on mass transit are not generally in a receptive mood.

· Transit ads are hard to target.

· Surroundings may distract from the message.

· Mass transit environment may not suit Message.

Advertising and Promotion (MKT621)

BILLBOARDS ADVERTISING

Billboards are now a days a very important source of splashing advertisements. These are very

effective as they are witnessed and observed by many. Following are the advantages followed

by the disadvantages of billboards usage as advertising medium.

ADVANTAGES

· Big splashy messages attract attention.

· Ad has impact: technology has made it more interesting.

· Ad reaches lot of people, as they travel same route every day.

DISADVANTAGES OF BILL BOARDS

· Hard to reach specific audience.

· Creativity inhibited by space limitations.

· Hard to measure its effectiveness.

· Ad may become weathered & vandalized.

· Costs though reasonable could become quite expensive by innovative adaptations.

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