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What Is Television Advertising In Electronic Media Marketing?

The term television advertising can be defined as a process of promoting a product or service provided by a brand through television broadcasts.  It is a span of television programming that is produced as well as paid for by a specific organization. Television commercial provides the markets with the scope of explaining why consumers should buy the product by introducing their features and benefits to the consumers.

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Types Of TV Advertising

There exist a wide range of TV advertising, some of which had been discussed below.

Television Commercials

Television commercials are considered to be the most common type of advertisements that are seen on TV. A typical television commercial is typically 15 to 60 seconds long and is aired generally during a commercial break between any television programs like serials, movies or other types of shows. The key aim of the TV commercial is to attract the attention of the consumers and persuade them to buy a specific product or service by showing the major advantages of the products. TV commercials are made interesting and vibrant to attract the attention of consumers.

Product Placement

Product placement can be defined as television advertising where a product or a service gets predominantly featured in a television show or a movie. This can be done as a part of the story of a movie for example in a wide range of movies, we often see that a character in the movie is using iPhone. This way, consumers are encouraged to buy iPhones subconsciously. Another way of product placement advertisement includes explicit placement of products and showing the products from close up as a part of a scene.

Brand Integration

Brand integration can be defined as the process of TV advertising here brands become a part of the fabric of TV advertising. This means when the entire script is revolving around a specific brand or has it as a special prize. For example. Contestants of Fear Factor, a popular TV commercial is gifted a Ford truck as the first prize.

Infomercials

This type of TV advertisement includes lengthy promotional programs which are generally featured during night-time or the weekends. These advertisements are telecasted for at least 300 minutes. While the aim of infomercials remains the same as that of other TV advertisements, in infomercials, there exists an additional call to action. Consumers are encouraged to call and book orders through a given phone number or website URL.

Overlay

Overlays can be defined as short, generally, 10 seconds advertisements which appear over the bottom of the screen during a Television show. The overlays are generally used for promoting upcoming programs as well as products during live events.

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Advantages Of Television Advertising

Mass Medium

TV advertisements are designed for a wide range of people and hence pose the potential to appeal to mass media. This in turn enhances the scope of attracting a wide range of consumers.

Appeal To Everyone

The reach of television cannot be beaten by any other means of advertisement. 121 million American houses, or 96 percent of all American households, must have had at minimum one TV as of this writing. TV is frequently the first media that comes to mind when considering how to quickly reach a big number of people. While teens watch TV for six to eight hours a week in general, the traditional Television audience is often older than audiences for other forms of media. It's a terrific approach to connect with Gen Xers and Baby Boomers who have money to spend.

Persuasive

Television advertisements are highly persuasive. The advertisements are designed in a way that encourages the buyers to opt for the product or service. While a little exaggeration of the actual products has been normalized, excessive misleading formation through TV commercials can lead to legal consequences.

Creates an Emotional Connection

More than just talking, and walking messages, effective TV advertising is. You choose the response you desire from your audience. Grin and laugh. Cry. Make a move. For their benefit, you're performing a type of brief play or skit. You may make it amusing or even cheerful, sobering or devastating.

Measurable

The result of TV advertisements can be tracked. CPM, Viewers, as well as Reach, are the ideal metrics to utilise while monitoring television advertisements. These three will enable marketers to calculate the advertising budget and the audience size for the advertisement. The quantity of sales generated by each advertisement is a crucial measure that has to be monitored.

Trustworthy

Trust-building is one of TV advertising's primary benefits. Since the TV advertising medium imparts prominence to those airing the commercials, brands frequently utilise the phrase "as seen on TV." Newspapers came in last only with 13 percent, YouTube came in last with just 6 percent, while TV advertising got 42 percent.

Disadvantages Of Television Advertising

Expensive

A TV commercial costs a lot to produce. You are responsible for paying for the necessary actors, editors, and equipment. You also have to pay for airtime. As a result, you should consider both the cost of manufacturing the advertisement and the cost of broadcasting it on television.

Not Targeted: Compared to online ads, TV advertisements do not give as many target alternatives. Online advertising allows you to target your audience based on interests, gender, location, and age, but TV advertisements just allow you to choose the channel and the air time.

Having Fewer Creative Options

You might need to re-shoot the complete advertisement if you want to update or change a few things. It can take longer and cost more. Thus, an ad designer must decide on the message he or he wants to convey before editing.

Not Interactive

Unlike modern ways of promoting products like social media advertisements, live chats and other digital ways of promotion, TV ads do not provide brands with the opportunity to directly communicate with the targeted consumers.

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Requires Repetition To Be Effective

Often consumers skip channels while TV commercials are shown or just simply miss the message sent through TV ads. Hence it has been found that brands need to repeat advertisements to obtain the positive effects of TV advertisements.

Future Of TV Advertising

Digital advertising, which is becoming the norm, is where TV marketing is headed. The most efficient way to reach an audience right now is through the inventions and technologies that create digital advertisements. Businesses require digital promotions in addition to TV advertising if they want to stay relevant as well as updated.