Marketing Communications

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Marketing Communications
Advertising Media

TELEVISION VIEwING HOURS: all of these stations operate on daily basis with their viewing hours
scheduled in dayparts and airtimes are sold in the same pattern similar to radio. An advertiser will
select dayparts that best serve its target audience whenever a promotional campaign is planned so that
adequate exposure of its commercials can be done on air. Networks are dominant in television for the
reason that they originate most of the popular programmes. Usually networks have virtual control over
the prime time programming of television stations and the time purchased is greatly simplified when
network television is used. Spot time purchasing can become exceedingly cumbersome and costly.

Network time is quoted at varying rates, depending upon the time of the day and season of the year.
Prime time rates are most expensive, in comparison with other parts of the day.

ADVANTAGES OF TELEVISION

1. Television provides timelessness and the opportunity for making an advertisement appear as
   news. Messages can be tied-in almost immediately with such events as heavy rain, flooding
   and others.


2. Television is a personal medium that depends upon the warmth and friendliness of human
   voice and appearance. It adds sight and movement to sound, thus allowing the product to
   be demonstrated. This makes television to come closer to putting a salesman in the home
   than does any other medium.


3. Television has a high degree of geographic flexibility. Advertiser can “SPOT” markets
   wherever there is a commercial station.


4. Television offers the advertiser audience selectivity through programme choice and time
   of broadcast. Television is basically a mass medium; its programme can also attract broad
   demographic groups.


5. The television viewer is in a sense a captive before his or her set. Most viewers watch
   commercials during viewing time thus providing adequate chance for message exposure.

DISADVANTAGES OF TELEVISION

1. The life of television commercial is extremely short. It is only exposed to cover the
   programmed time, thus necessitating repeat broadcast of commercials in order to make
   an appreciable impact on the market.


2. The time available for advertising in broadcast media is limited by the number of hours
   stations are licensed to stay on the air. Once advertising time is filled, they cannot add
   extra time.


3. Commercials and programmes get outdated faster in broadcast media because public or
   audience tastes change at a fast rate.


4. Television seldom offers much audience selectivity in terms of demographic factors such
   as income. It is most difficult to pinpoint a specific, small advertising target with precision.


5. The high costs of television may price small or medium-sized advertisers out of contention
   for time slots, especially in regards to network or regional advertising.