Television broadcasting and promotion

Presented By

Ehtisham Ali

TELEVISION

“AN EXCEPTIONALY POWERFUL BROADCASTING MEDIUM OF PROMOTION”.

Television is a medium of promotion and advertisement which provides a unique scope of producing visual, audio and chromatic effects, consequently makes the promotional broadcasts more effective, vibrant and lively.

CHARACTERISTICS OF TELEVISION

It is a pervasive electronic device i.e. almost every household has a television set irrespective of social class even in developing countries.

It is a medium of mass communication.

Motion pictures with sound is a distinguished characteristics of television.

Television has an ability to give illusionary 3 - Dimensional view.

TELEVISION IS NOW 3D“Visual appeal of TELEVISIONS are now dramatically

improved”

MERITS OF TELEVISION IN PROMOTIONAL BROADCAST

Flexibility is high in terms of content, duration, timings.

It gives a lively effect by producing visual, motion, audio, and color affects.Its penetration into the society (consumer) is very high.

High impact.

Creativity is high.

Exposure is high.Attention is high.

LIMITATIONS OF TELEVISION

High cost.

Lack of selectivity.

Fleeting message.

Limited Viewer attention.

THREATS TO TELEVISION BROADCAST PROMOTIONS

PVR (Personal Video Recorder).

Growing distrust and negative image of T.V. Commercials.

SOME STATISTICS REGARDING TELEVISON BROADCAST PROMOTION

32% of all commercials are of 15 seconds spot.

Some companies like General Motors and Ford spend 2/3 rd of their media budget on various forms of promotions by Television Broadcast.

29% audience stopped viewing television or switched to other channels to avoid commercials.

During prime time more than 100 million people are watching television in the U.S.

(SOURCES: ACNELSON MEDIA RESEARCH REPORT 2001)