Everyone Is familiar with the term advertisement. In today’s world, advertisement is considered the most vital promotional tool. This term paper is going to focus on advertisement as a television commercial. Television is a very popular media by which a product or service can be introduced to the customer through . Target group of this topic obviously the mass people who are suppose to be influenced through advertisement. When a company introduces an advertisement, its motto is to increase sales volume in the market.
The term paper focuses on how an advertisement starts and how it comes to an end through centralization. It Includes the role of company’s branding department, ad-firm and TV channels marketing team. It also highlights post advertisement feedback and advertisement In present age. INTRODUCTION There are many ways of advertising a product or service, Television commercial is one of them. In present age, advertisement and television are part and parcel of each other. Electronic media has been explored in a great range by the help of advertisement. Advertisement also comes out with a huge success by using the popularity of this media.
Advertisement means a public promotion of any product or service. In today’s world, advertising is considered most vital promotional tool. According to Philip Kettle, “Advertising is any paid form of nonparallel presentation and promotion of Ideas, goods, or services by an Identified person. ” If we look at the history we come to know that, the very first television ad appeared on July 1, 1941 during a baseball game on a local New York channel. It was a 10-second ad which advertised Balboa watches and cost only four dollars; It completely revolutionized television!
Because of the huge success f Balboa advertisement, other companies started to realize that they also needed advertisement of their product or service as a new marketing technique. Businesses 1 OFF Botany Worsted Mills advertised on television shortly. Television’s spreading popularity influenced the formation of the American Association of Advertising Agencies (AAA) to generate commercials. During that period, television popularity was so high which results in even the movie studios feared that television would dominate all other media! (Source: internet) Advertising objectives consists of three major factors.
These are – 1. To inform, 2. To persuade and 3. To remind. Thesis statement In this term paper our focus is to highlight the starts to ends procedure of advertisement which includes the role of company’s branding department, role of ad-firm and role of TV channels marketing team. We also mention the advertisement in present age. Advertising is the most popular and effective way to communicate with the customer. A company usually makes advertisement of its product or service in order to increase sales volume. Through advertisement a company can attract the target group.
Advertisement also helps to improve a Meany’s brand image. A brand image is an attitude people have about a product or service, an attitude carefully developed and nurtured by advertising. In the chapter ‘Advertising and Public Relations’ the author states that, Although advertising is used mostly by business firms, a wide range of non-profit organizations, professionals, and social agencies also use advertising to promote their causes to various target publics. In fact, the 34th largest advertising spender in the world is a non-profit organization – the U. S. Government. P-364) When a company introduces a product or service in the market wrought the advertisement obviously its target group is the consumer. A company always tries to design advertisement to attract the target customer based on their interest. A target audience can be formed of people of geographic, demographic, cryptographic or behavioral segmentation. A company’s branding department has the responsibilities about all media affairs. Consulting with the top management, branding department set the company’s annual promotional budget.
In most of the cases, advertisement as a television commercial gets the maximum preference. Advertising budget is a very sensitive issue for a company. A company doesn’t make the product life cycle. For example, new products usually require maximum advertising budget to inform people and persuade them for trial. In contrast, mature brands typically need lower advertising budgets as a ratio to sells. Market share also impacts the advertising budget. When we went to IGLOO, we found the similar things. We talked with Ms. Ashram and she informed us that company’s policy doesn’t support to explore advertisement budget.
After taking decisions about advertisement and its budget, branding department watches the show-rill of ad-firms. Then it arranges a PIMP (pre-production meeting) where it discusses different technical and financial issues with the ad-firms. Image: Igloo Ice-cream ROLE OF AD-FIRMS An advertising agency or ad-firm is a service business dedicated to creating, planning, and handling advertising for its clients. An ad agency is independent from the client. It provides an outside point of view to the effort of selling the client’s products or services.
An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Mr.. Torrid Barman told us that, Creativity is the main object of an ad-firm. An ad-firm’s creative services make the difference between successful and unsuccessful advertising. Mr.. Handwriting said that, “television commercials offer the finest form of product demonstration. ” To make a successful advertisement creative ideas are the prerequisite. “Ideas are the elusive ‘magic’ which can make commercials great selling vehicles”- he added.
Image: Avoidance’s advertisement If we look at the advertisement of Avoidance (one of the leading telecoms company in India), we see the success of that particular advertisements based on alien which is a brilliant example of creative concept. These advertisements highly influenced its target customers.
