�ݺ�ߣ

WHAT IS TELEVISION ADVERTISING?

 It is the sending of promotional
messages or media content to one or more
potential program viewers.

 The viewers are influenced by the messages
which results in actions that benefit the
advertiser.

Advertisers Broadcasters operate Viewers select
desire to provide systems that gather, programs they want to
messages to people organize, and view and some of
who are interested in provide people these
their products or with content that they programs contain
services. Advertisers want to see. The promotional
pay media companies broadcaster may messages which moti
(such as broadcasters) purchase license rights vate some of them to
to send their for content they send take actions that
promotional messages. through their systems satisfy advertiser’s
Advertisers coordinate or create new (original) business objectives.
the selection of programming.
broadcasters and
transmission of their
promotional messages
using advertising
campaigns.

 The first television advertisement was
broadcast in the United States on July 1,
1941.

 The watchmaker Bulova paid $9 for a
placement on New York station WNBT before
a baseball game between the Brooklyn
Dodgers and Philadelphia Phillies.

 The 20-second spot displayed a picture of a
clock superimposed on a map of the United
States, accompanied by the voice-over
"America runs on Bulova time.“

 Due to the overwhelming success of the
Bulova advertisement, other companies
began to realize that they needed to jump on
board with their marketing as well.

 Businesses like Gimbel’s Department Store,
Pan American World Airways, Firestone Tire,
and Botany Worsted Mills advertised on
television shortly thereafter.

 By 1948, many additional advertisers were
using television spots to reach the large
audience that owned television sets. Television's
spreading popularity merited the formation of
the American Association of Advertising
Agencies to regulate commercials.

 The first TV ad broadcast in the UK was on ITV on 21
September 1955, advertising Gibbs SR toothpaste.

 The first TV Ad broadcast in the Philippines was
on ABS-CBN in 1960, advertising Tide detergent
powder.

 Until the early 1990s, advertising on television had
only been affordable for large companies willing to
make a significant investment, but the advent
of desktop video allowed many small and local
businesses to produce television ads for airing on
local cable TV services.

 In 1978, Donald Gunn was a creative director
for the advertising agency Leo Burnett.

 Though his position implied expertise, Gunn
felt he was often just throwing darts—relying
on inspiration and luck (instead of proven
formulas) to make great ads.

 So, he decided to inject some analytical rigor
into the process: He took a yearlong
sabbatical, studied the best TV ads he could
find, and looked for elemental patterns.

 After much research, Gunn determined that
nearly all good ads fall into one of 12
categories—or "master formats," in his
words.

 The demo- a visual demonstration of a
product’s capabilities

 Show the problem- ads that make it clear
that something’s not up to snuff in a
consumer’s life

 Symbolize the problem- symbols or
exaggerated graphics are used to symbolize
the problem

 Symbolize the benefit- Again, symbols are
used. But in this case, to symbolize the
product’s benefits.

 Comparison- This is when you point out that
your product is superior to your competitor’s.

 Exemplary story- when an ad uses a
narrative to exemplify the products benefits

 Benefit causes story- the story comes from
the results of using the product

 Testimonial- real people telling other real
people about the product

 Ongoing character or celebrity- consistent
character or celebrity cements the brand’s
identity into the viewers’ memory

 Associated user imagery- these ads showcase
the kind of people you hope to associate with
your product

 Unique personality property- highlights the
feature that makes the product stand out

 Parody or borrowed format- parody of well-
known movies, TV, or other ads that infuse
humor

 Television advertising in the U.S. and in other
countries involves two main tasks:
1.) creating a television commercial that meets
broadcast standards
2.) placing the commercial on television via a
targeted air time media buy that reaches the
desired customer

 Many television advertisements feature songs or
melodies ("jingles") or slogans designed to be striking
and memorable, which may remain in the minds of
television viewers long after the span of the
advertising campaign.

 Advertising agencies often use humor as a tool in
their creative marketing campaigns. In fact, many
psychological studies have attempted to demonstrate
the effects of humor and their relationship to
empowering advertising persuasion.

 Animation is often used in advertisements. The pictures
can vary from hand-drawn traditional animation to
computer animation.

 By using animated characters, an advertisement may
have a certain appeal that is difficult to achieve with
actors or mere product displays.

 The animation is often combined with real actors.
Animated advertisements can achieve lasting popularity.
In any popular vote for the most memorable television
advertisements in the UK, the top positions in the list
invariably include animations.

 In the Philippines, advertising is self-
regulated by individual broadcasters.

 The Association of Broadcasters of the
Philippines, a self-regulatory organization
representing most television and radio
broadcasters in the country, limit advertising
to 18 minutes per hour, a move taken to help
"promote public interest."

 Since television was introduced to the
Philippines in 1953, they used imported TV Ads
until 1960.

 In the 1960s, P&G paved their way to start the
first local TV Ad.

 In 1966, when the Philippine TV turned
from Black-and-white to Color, the Colgate-
Palmolive Company was the first to advertise in
color.

 In 1994, cigarette advertisements on TV had
a warning at the end of the TV Commercial. It
says, "Government Warning: Cigarette
Smoking Is Dangerous To Your Health".

 In 2007, cigarette TV ads, including radio and
print ads/sponsorships, were banned from
the Philippine government.

 The extensive reach of television means TV
ads aren't cheap. A 30-second ad during
prime time, for example, can cost as much
as P250,000 ($5,149.86 at an exchange rate
of $1=P48.454). A TV ad campaign can thus
run to nearly a hundred million per station.

 In the United States, the TV advertisement is generally considered the
most effective mass-market advertising format, and this is reflected by
the high prices TV networks charge for commercial broadcasting airtime
during popular TV events.

 It has been estimated that the average cost of producing a 30-second
national TV commercial is nearly $350,000. Like any other form of
advertising, a television commercial can be as simple or as complicated
as you want to make it. Not surprisingly, the cost to produce the
commercial goes up as the quality and complexity of the commercial
increases.

 The annual Super Bowl American football game is known as much for its
commercial advertisements as for the game itself, and the average cost
of a single 30-second TV spot during this game (seen by 90 million
viewers) has reached US$3 million (as of February 2011).

 In the United Kingdom, television advertising is
considerably cheaper than in the United States
of America. The current record for an advertising
slot on British terrestrial television is quoted at
being £250,000 for a 30 second slot during the
2010 series of Britain's Got Talent. It should be
noted however that while British TV advertising
is cheaper, this is only to be expected as the
United Kingdom has a much lower population
(63 million) compared to the US (310 million).

�ݺ�ߣ

Group 2 T V Ads

Recommended

More Related Content

What's hot (20)

Similar to Group 2 T V Ads (20)

Group 2 T V Ads