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Glossary – Television advertising

Television advertising

Nikiforov Alexander
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Contents

What is TV advertising?

TV advertising consists of promotional messages that are broadcast on television channels. This method of communication allows for reaching a wide audience and achieving a significant number of viewers, making it one of the most popular methods for promoting products and services.

Why use TV advertising?

The main advantage of TV advertising lies in the variety of methods to influence the viewer. TV commercials utilize visual and auditory expressions: images, text, music, and voice. Dynamic visuals immediately attract attention and create a comprehensive impression.

Through TV advertising, it is possible not only to showcase a product or service but also to explain how to use it and convey the sensations of using it. For example, Pampers Premium Care advertising emphasizes the feelings of the child and the comfort of the mother, creating trust in the product through emotions.

Objectives of using TV advertising:

  • Increasing brand awareness;
  • Launching a new product to the market;
  • Attracting the target audience;
  • Stimulating sales;
  • Building customer loyalty;
  • Re-engaging former customers;
  • Enhancing trust from buyers.

Pros and cons of TV advertising

Like any other advertising tool, TV advertising has its strengths and weaknesses.

Advantages:

  • Wide audience reach;
  • Comprehensive impact: visual and auditory;
  • Ability to demonstrate a product in multiple ways;
  • Rapid information dissemination;
  • High memorability of advertisements.

Disadvantages:

  • High production and broadcasting costs;
  • Limited airtime;
  • Difficulties in making changes after launch;
  • Rejection by some viewers due to the abundance of advertisements.

Who is TV advertising suitable for

TV advertising is most effectively used to promote FMCG brands (fast-moving consumer goods) — household chemicals, food products, and cosmetics. It is often utilized by marketplaces, large retail chains, and other companies with a wide target audience.

Who uses TV advertising:

  • B2B brands with a broad target audience;
  • B2C brands with mass-market products;
  • Digital projects for attracting additional traffic;
  • E-commerce companies for increasing awareness.

Creating TV advertising requires a significant budget, making this promotion method primarily accessible to large brands. However, small businesses can also advertise on regional and local channels.

Forms of TV advertising

There are many forms of TV advertising that differ by the method of presentation and duration. Here are the main types:

  • Video clips: duration ranges from 10-15 seconds to 2-3 minutes, can be documentary or animated;
  • Static ads: still images, often with musical accompaniment;
  • TV announcements: brief audio announcements accompanied by a static image;
  • Sponsorship of TV programs: the advertiser pays for the program's release to obtain airtime;
  • Scrolling text: text moving at the bottom of the screen to convey information;
  • Commercial broadcasts: an entire program dedicated to selling products;
  • Promotional video films: longer and more informative videos, often used for branding campaigns.

Tools for creating TV advertising

To effectively engage users, convey the required emotions, and demonstrate the product's functionality, marketers use a variety of tools:

  • Video: visual elements to showcase situations and emotions;
  • Audio: music and voice to complement the visuals;
  • Images: static pictures to convey textual information;
  • Text: slogans and contact information present in any advertisement.

Techniques of TV advertising

To convey the main idea and vividly present the product, various techniques are employed:

  • The product as the main character: focus on the product without additional characters;
  • Emotional associations: creating memorable moments associated with the product.

These techniques help viewers remember the advertisement and establish associations with the advertised product, contributing to the success of the advertising campaign.