There are several common types of television techniques and advertisements used by producers. The first is the straight announcement, which consists primarily of someone looking at the camera and delivering a sales talk. Demonstration is important in TV because viewers are interested in what the product will do for them.
A testimonial by a famous person can draw attention to a product or idea. Testimonial commercials work best when the celebrity has credibility as a source Dunn In a dramatized commercial, the point is presented through a story that can be told very briefly.
Dialogue is a commercial in which two or more people are talking. The basic advantage of the dialogue is its ability to involve the viewer and encourage them to participate in the dialogue. The biggest advantage of television advertising, if used wisely, is the unbelievable impact on viewers. It is basically almost the same as a door-to-door sales staff that can make visits at a very inexpensive rate.
And when the person presenting the sales pitch is a popular personality, the advertising can be extremely effective. Another benefit of TV advertising is that it impacts a large number of persons not reach by print media. Constant repetition of a sales message helps make people feel that they know the product, whether or not they like it. Television makes it possible to repeat a message as often as an advertiser can afford. Commercials are extremely flexible and allow advertisers to demonstrate their product, create a mood, make a blockbusting announcement about the product, or try it out in certain areas.
Advertisers can usually find some combination of TV presentations that will communicate the desired impression. Television advertising also involves several unique problems. Advertising messages on TV come and go quickly. If people have their sets on, but are not watching or listening, they cannot return later. And when commercials are bunched together, a viewer might use the time to get a snack or see what else is on.
Although some network shows reach viewers for a surprisingly low cost, certain minimum cost considerations can price the medium-sized advertiser out of the television field. People tend to believe something more if they actually see it in print.
Another disadvantage is that mass coverage creates the lack of selectivity for the audience. It is difficult to determine exactly the viewing audience and there by choosing which commercials to air at certain times.
Television is used to build and reinforce brand image and awareness. TV gets more than half of all national consumer-advertising dollars. Using the networks as a marketing strategy has become very popular. Ralston began using some network television advertising halfway through the week study period. Ralston saw its market share go up from 4. Company sponsorship of individual TV programs saw decline after the quiz show scandals of the s.
Individual advertisers occasionally affect content, but advertising as a form of financing has a more pervasive impact. A decision a TV channel must make within its schedule is the amount of advertising to allow. Some programs that are very flexible, such as newscasts and sports events, permit channels to air large quantities of advertising time. When a channel only sells a small amount of advertising, it can fill in with advertising for its own programs.
If, for example, a TV channel broadcasts a series of minute sit-coms during an evening, there will only be time for 5 minutes of advertising per half hour. Some writing sources Need help with essay? All about my essay writing - write perfect essay. Who can write my paper easy and fast? How to write my essay service.
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Custom writing service - Quick writer. Top 8 Advertising Research Paper Topics Choosing a research paper topic is never easy — especially when it involves a specific subject, like advertising. Examining the advertising styles of different times periods is a highly interesting and fruitful endeavor. You can apply it to moral values, patriotism, consumer trends, social events and so much more.
Advertising and the image of perfection. If you plan to use radio, pretest the commercials to make sure they work. Print advertising tends to work more slowly than television or radio. Therefore, an especially long period of time or an especially heavy media schedule is required to fully evaluate the total effects of print advertising. Print is an important arrow in the media quiver, however, because a share of the population tends to be heavy readers. Outdoor advertising also called out-of-home or OOH is especially effective as an advertising medium, if used properly.
First, the message must be a on strategy and b expressed in few words. Outdoor advertising is great at extending or reinforcing the key theme of a television or radio campaign.
If some of the visual elements and the key theme of a television or radio campaign can be condensed and shown via outdoor advertising, the awareness-build of television can be accelerated. Outdoor advertising can add a visual element to a radio campaign e. Social media continues to grow in importance and reach. Its ultimate value as an advertising media remains to be seen.
Ads and commercials intended for online delivery or social media distribution operate by the same rules as all other advertising.
Television-testing techniques, for example, can be applied to commercials that look like television commercials, regardless of where those commercials are aired. Static banner ads are similar to print ads and can be evaluated by those metrics. Many social media and online ads and commercials fall in between these extremes, and require some adjustments in measuring techniques.
Advertising is primarily a strategic weapon, as previously noted. Its total effects must be evaluated in the context of years, not weeks or months.
Advertising cannot compete with sales-promotion and direct-marketing activities in generating short-term sales effects. But in the long term, the cumulative force of strategically sound media advertising can achieve results that cannot be equaled by sales promotion or other marketing activities.
Given the greater effectiveness of new product advertising, one of the most common marketing mistakes is failure to take advantage of this inherent benefit i. Perhaps no other industry has a failure rate as high as the advertising industry with the exception of the promotion industries, direct-marketing industries, telemarketing industries, and other alternatives to traditional advertising. The persistently high advertising-failure rate results primarily from the lack of an accurate feedback mechanism—a lack of testing and evaluation.
Among commercials that are effective, the degree of sales effectiveness can vary greatly from one commercial to the next. One commercial might be several times more effective than another. This indicates that the quality of advertising tends to be more important than the quantity of advertising.
Nevertheless, the quantity of advertising i. Limited online surveys or telephone tracking research that can even be done with modest budgets can monitor the cumulative effects of advertising upon awareness, brand image, and consumer attitudes.
This is one of the simplest and most effective ways to make sure that your advertising is doing its job. Recall of specific messages from advertising is not a very good indicator of advertising effectiveness, and some very effective commercials produce little measurable message recall.
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Advertising research papers overview the purpose and definition of advertising in mass media.
Top 8 Advertising Research Paper Topics Choosing a research paper topic is never easy – especially when it involves a specific subject, like advertising. However, choosing an advertising research paper topic becomes much easier if you have a basic idea to work off of. Free Advertising papers, essays, and research papers. History of Technology Use in Advertising - Introduction: Chapter 1 Why is it important to ask this question.
Search Wharton. Marketing Department. Menu. As a marketing student, you probably have access to a plethora of resources such as your college library and of course, the internet, to come up with great research paper topics.