The Broadcast Media: Television Advertising

The Broadcast Media: Television Advertising

What is TV Advertising?

  • Television advertising refers to the process of creating and airing commercials on television with the aim to promote a product or service.

Characteristics of Television Advertising

  • Highly creative and attention-grabbing: TV commercials are designed to be entertaining and memorable to stick in the viewer's mind.

  • Uses sight, sound, and motion: TV ads leverage multiple senses, often incorporating music, visuals, and special effects.

  • Backed by marketing objectives: Every TV ad has a specific marketing goal, such as increasing brand awareness or generating sales.

  • Delivers a message in a short amount of time: TV ads have only a few seconds to convey their message, requiring them to be quick and effective.

Types of Television Advertising

  • Television Commercial (TVC): The most common type, typically 1515 to 6060 seconds long, airing during commercial breaks.

  • Product Placement: A product or service is permanently featured within a TV show or movie.

  • Brand Integration: A brand becomes an intrinsic part of the fabric of a TV show.

  • Infomercials: Lengthy TV ads, usually airing late at night or on weekends.

  • Overlay: Short, 1010-second ads that appear over the bottom of the screen during a TV show, often used for promoting upcoming programs or products during live events.

Television Advertising: Script Development

  • Storyboard: This is the script for a television advertisement, divided into two parts: audio and video.

    • Layout: The audio is typically on the right side and the video on the left, OR the upper frame is the video and the bottom frame is the audio.

    • Video: Includes camera actions and scenes.

    • Audio: Includes spoken words, sound effects, and music.

  • Examples of Scripts Provided:

    • Great Taste White

    • Dolfenal

    • Globe

    • Maggi Magic Sarap

Buying Television Time

  • Steps involved:

    • Review available programs.

    • Understand program rates.

    • Evaluate program ratings.

    • Negotiate for the price.

    • Determine reach and frequency.

    • Sign the contracts.

    • Review the affidavit of performance.

  • Metrics for Program Effectiveness:

    • Cost per Rating Point: Calculates the cost for one rating point.

      • Formula: Cost per Rating Point=Cost / Rating\text{Cost per Rating Point} = \text{Cost / Rating}

      • Example: If program