Advantages of Television Advertising
Some advantages of television advertising include the following:
• Television reaches very large audiences - usually much larger than the audience your local newspaper reaches, and it does so during a short period of time.
• Since there are fewer television stations than radio stations in a given area, each TV audience is divided into much larger segments, which enables you to reach a larger, yet, more diverse audience.
• It has the ability to convey your message with sight, sound and motion, and can give a product or service instant validity and prominence.
• You can easily reach targeted audiences. Children can be reached during cartoon programming, housewives during the afternoon soap operas, and insomniacs after midnight.
Disadvantages of Television Advertising
• When you advertise on TV, your commercial is not only competing with others, it is also competing with the viewer’s environment as well.
• Even if your commercial is being aired, viewers may never see it unless it is intrusive enough to capture their attention.
• A minimum amount of airtime provides limited length of exposure and ad clutter.
• The message comes and goes, and that’s it! Unless you buy additional time, the viewer doesn’t see your commercial again.
• Multiple exposures are required to achieve message retention and consumer action. If you don’t reach your viewer at least 5-7 times, you are just throwing money away.
• No station loyalty; Viewers have little or no loyalty to the station itself - especially since cable can bring dozens o ...