Question

Long deemed the most successful marketing medium, television advertising is increasingly criticized for being too expensive and, even worse, less effective than it once was. Critics maintain that consumers tune out too many ads and that it is difficult to make a strong impression. The future, claim some, is with online advertising. Supporters of TV advertising disagree, contending that the multisensory experience of TV is unsurpassed and that no other media option offers the same potential impact.

Take a position... TV advertising has largely become unimportant  versus TV advertising is sill the most powerful advertising medium

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Answer 1

Before choosing the advertising programme, marketing managers must start with a target market identified and the brand's strategic direction. TV ads as the medium should be chosen as a feature of: project, resources, image, media, and calculation. Additionally, the brand team must consider where the company is in the product development cycle and how the goods impact the continuum of results. When such considerations are established so the campaign team will determine if there is a need for insightful advertisement, convincing ads, warning advertisement or reinforcing ads. Television is the best medium for these conditions of publicity thanks to its multi-sensory impact. In addition to the life cycle of the company, the market position and customer base of the goods, competitiveness and noise, advertisement volume and company replaceability often influence TV decision taking. Properly planned and produced Television commercials will boost brand value by clearly presenting product characteristics and persuasively describing customer advantages, depicting images of consumers and applications, brand identity, and other intangibles of products. TV commercial critics can concentrate on the "messenger," rather than the "document."

The television sector has faced seismic changes in the last 5 years, with rivalry from Netflix and a bunch of new digital video providers. Yet one aspect stayed constant: tv is now the most successful advertisement tool, by far. According to the latest statistics from the Standard Media Index, television advertising revenue rose 12.3 per cent in January 2020. Although that's obviously not terrible news — the improvement has been mainly boosted by sponsors investing more on sporting events such as the NFL playoffs and the Golden Globes — the business is far from out of the woods. While the revenue from TV advertising decreased, the revenue from internet advertisements fell by 16.8 per cent, more than the uptick from double TV. More worrying still, expenditure on social networking advertising rose by 42%, with Facebook alone increasing by 55%. That's amid the various problems surrounding the site with false news and improvements to the News Feed and reporting, with total time spent on the app also dropping last quarter. What's crazy is that it shouldn't happen, at least not to the extent that it is. People may watch far less linear broadcast tv, but overall the number of people watching actual ad-supported television shows across all platforms (as opposed to digital video) is up.

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