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Television Advertising | |||
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The first television advertising in the United States was in 1941, when the Bulova Watch Company paid $9 to New York City NBC affiliate WNBT (now WNBC) for a 20 second spot aired before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. Today advertising consists of brief and long advertising spots as well as program-length infomercials. Every imaginable product and service has been sold through television advertising and the exercise is so pervasive and effective that it is next nigh to do anything successful in the developed countries without television advertising. This phenomenon has been repeated successfully in country after country, where television has been introduced. Many TV Commercials feature catchy phrases and jingles that generate and sustain appeal even after the ad is over. The popular ones even enter common day life through media, comedy movies or television variety shows or written matter. Television advertising has been honed into a marketing weapon, is an art and science and there are few disciplines it does not draw from. A variety of psychological tools and subliminal messaging are utilized to entice the viewers to achieve the intended goal, through fair mean and often foul too. Creativity in television advertising is highly valued and animation and humor are popular tools to create good advertisements. The idea is that the ad should stand out from the advertisement clutter. Good advertisements also make fullest use of market research and sales experience.
Television advertising is considered the most effective mass marketing advertising. TV Channels therefore charge very high airtime rates for popular programs, be it in developed or developing countries. As a great single commercial can be broadcast repeatedly, companies spend massive amounts on creating that "winning" advertisement. The outcome is high quality TV advertising. It is not unknown for many film directors to direct TV advertisements. While some advertisements may be highly popular, a lot many people consider them to be annoying for the higher sound volume, high advertisement numbers and overplaying of same advertisement. The viewer has thus come to be very discerning and ruthless in dealing with television advertising. |
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