The World of Television Advertising

The World of Television Advertising

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Television Advertising

The ultimate advertising medium because it can communicate with sound, action and color

Prime time is 7 p.m. - 11 p.m.

Infomercials - 30 minute commercials (The George Foreman Grill)

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Advantages & Disadvantages of Television Advertising

All elements for creative message

Believability

More personal & effective

Can reach the masses or target specific interests

Adaptable to special needs

Expensive - the highest production costs - too high for small businesses

Audience size is not assured

Nuisance - channel surfing - leave during commercials


Advertising in U.S. SchoolsSome oppose Channel One because they believe the station misuses valuable educational time. Others are offended by commercialization of the school environment

Advertisers hope students will become more aware of and ultimately buy their products. Disadvantages include the perception that the advertisers are forcing students to watch TV advertising or use a particular product

College recruiters, yearbook ads, candy sale posters

Some people may see advertising in schools as forcing products on a captive audience or may perceive businesses as taking advantage of schools


Specialty Media

Inexpensive, useful items with an advertiser’s name printed on them - usually given away


Other Types of Advertising Media

Sports Arena Billboards

Movie theater commercials

Hot air balloons, blimps, skywriting, banners

shelf ads, shopping cart ads, coupon machines, receipt ads, Classified ads




Is there anything else we are missing?

What about the Internet?

What advantages and disadvantages might there be?


Media Rates - Services Available

Standard Rate and Data Service - gives rates for most major media according to broad categories (print, broadcast)

Audit Bureau of Circulation (ABC) - Print media use this to verify circulation figures because advertising rates are based on circulation


Classified Ads and Display Ads

Classified ads can advertise everything from services performed to houses for sale to job openings (costs per word used)

Display ads are creative illustrations of the product being advertised. (costs for space used)



Thank You


Marketing

The World of Television Advertising