Immense impact : No other medium can match TV on its audio-visual appeal. It has the capacity to arrest the attention immediately. Computer graphics and animation make it still more effective. It arouses interest in the product. In print, there is deliberation.On TV, it is spontaneous.
Evocation of experience : It simulates the experience of using and owning the product.
Demonstration : Product benefits can be demonstrated. Product in use can be demonstrated. By time compression, the benefits could be shown in a 10-second commercial.
Animation : It is possible to use animation with the product and its logo. Animation makes the commercial consumer-friendly.
Production quality : TV commercials have improved in quality. Sponsored programmes carrying commercial time too have improved.
Familiar, friendly voices : Those who endorse the brands are our familiar models and film stars. We are at home to listen to what they wish to convey in the commercial and what they do in the commercial.
Retailers are viewers : Retailers too watch TV. They may miss the print ads. However, they are exposed to TV ads. Thus they feel inclined to stock the advertised products.
Comprehensive technique : There is blend of sight, sound, colour, movement. It has more attributes than any other medium. It, therefore, produces quick results.
Creative use of editorial environment : The programme accompanying the advertisement can be strategically used to air the commercial.
Emotive : TV evokes a variety of emotions and this enhances its impact.
Mass reach : TV can be watched by one and all. Print can be read only by the literate.TV delivers the message to a large mass of people. It is ideal for FMCG products.
Cost-efficient : For mass market products, it is the most cost effective media.
Segmented coverage : Regional channels can be used for regional products. Language channels can be used to reach the audience of a particular language.
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