Lesson 11

TELEVISION
ADVERTISEMENTS
 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 desire to
provide
messages to people who
are interested in
their products or
services. Advertisers
pay media companies
(such as broadcasters) to
send their promotional
messages. Advertisers
coordinate the selection of
broadcasters and
transmission of their
promotional messages
using advertising
campaigns.
Broadcasters Viewers select
operate systems that programs they want
gather, organize, to view and some of
and provide people these
with content that they programs contain
want to see. The promotional
broadcaster may messages which
purchase license motivate some of
rights for content they them to take
send through their actions that satisfy
systems or create advertiser’s
new (original) business objectives.
programming.
HISTORY OF TV ADS
 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.
KINDS OF TV ADS
 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.
ads fall into one of 12
nearly all good
"master formats," in his
categories—or
words.
 After much research, Gunn
 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 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
CHARACTERISTICS OF TV ADS
 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.
TV ADS IN THE PHILIPPINES
 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.
TV AD RATES
 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).