Advertising is a necessity for any corporate in today’s product rat race. If they want to increase their customer base or retain their position by competing with their rivals, they have to choose the most effective medium of advertisement. One could actually see the struggle and feel the cold war happening between television advertisements. Television is the most effective mode of passing a message to the targeted audience. Television has revolutionized the advertising media and has dominated the market until today.
Unlike other modes of advertising, television uses audio and video display that could be applied in many variations, which will surely influence the viewer. One of the biggest advantages of television is the availability of television signal, which can be reached at every corner of the world, after easy or minimum setup. These advertisements can target larger number of people in the shortest period of time. It has been found out by the research that the television advertisements influence the viewers for long time.
Advertising agencies perform deep research before they create and feature the advertisement for the targeted audience. For example, if kids are targeted, then cartoons or animation advertisements are often used in the in the programs. If the advertisement has to features a car, then specific program slots are selected by the agency to reach maximum viewers. In United States, the Super Bowl Championship is considered to be the most prominent event for advertising. Broadcasting networks such as CBS and NBC, charged $3 million in 2009 for a single 30 second slot of advertisement. Television commercials has high price during popular program’s airtime. Advertisements are featured in such a way that they can make the viewer relate to the product.
Television Advertising History:
In United States until 1948, television was totally a new phenomenon that offered audio with the visual display. Advertising agencies were in a search of the most effective mode of advertising media, apart from radio, to reach large number of people. After deep research and study, they came up with a concept that will feature single product or a series of products in the television show, by sponsoring a show. Some of the examples of these concepts that featured in 1950’s are shows such as Coke Time, Colgate Comedy Hour and Kraft Television Theater, which featured their products in the show; and worked really well for the products. Due to its effectiveness and popularity, television media raised their prices for the sponsorship, and were earning tremendously, which further imposed an upward pressure on the cost of the product.
Advertisers were in need of a new advertising concept, which would work in favor of their product. To overcome the raising price of the product, advertising agencies came up with the concept by booking a slot for a minute or two, in the popular event, instead of sponsoring the complete program. This concept would allow multiple products to feature in a single event as well as create same impact on the viewer. This was the birth of modern advertisement, which is working effectively still today.
Today, most of the television advertisements are produced by an agency that simplifies the job of advertising and researching for the product at the right slot.