2nd October, 1988, it’s a fine Sunday morning the clock is
about to strike 10:00 instead of lazing around everyone is in a rush housewives
are finishing their chores quickly, kids are up, grandparents have settled into
their most comfortable chair and the male of the house telling all of them to settle
down quickly. Feels like GOD has come on earth, well yes but via little black
box called TELEVISION and finally the first episode of Mahabharat starts as
Great singer Mahendra Kapoor croons the credit song….. My mother told me this story
a lot times that, “it would seem like there is a curfew on the roads” . I was
born in 1990 but a very important member of family has already taken birth
which in coming years was going to change the world of marketing in India.
It has been often said that television
is the best advertising medium. It has the ability to provide a whole some
visual experience via combination of visual images, sound, motion, and color.
The advertiser has the opportunity and bandwidth to express himself. He can
develop the most creative and imaginative appeals of any medium. It does have certain
limitations too which limits or even prevent its use by many advertisers.
Impact & Growth
The impact of television in our
life has been immense and very direct. The growth of Television has been exponential
and changed a lot over past two decades. The magnitude of its reach in today’s
time is huge, 168.94 million as of 2016 to be exact. Today it’s hard to imagine a world without TV
even though we have smartphones and tables rising up the charts but from the
point of view media or IMC that is only an add on.
Captivity & Attention
enables it to reach large audiences. Regardless of demography, geography or any
other factor, nearly everyone. Viewers get imposed by the commercials as they
watch their favourite programs. Unless we make a special effort to avoid commercials,
most of are exposed to thousands of them each year. However the remaining
viewers are likely to devote some attention to many advertising messages.
Selectivity & Flexibility
Television is perceived
as a non-selective medium, as it is hard to reach precisely a well-defined
market segment through the use of TV advertising. But we can always customise
on the basis of broadcast time & geographic coverage. For example summer breaks will cater children;
weekend afternoon will covers sports enthusiasts, male audience.
Even though TV is unmatched from
creative perspective, the medium still has some drawbacks that limit or preclude
its use by many advertisers. Some of them are as follows.
– The medium is very expensive although it is efficient as matter of fact
the production costs for a national brand 30- second spot average nearly
$400,000 and can reach over a million for more elaborate commercials.
Selectivity- There are some ways in which we can achieve a little
selectivity but for those advertisers who are seeking very specific audience hard
to find any cost effective solution.
These days there is flood of commercials on TV so it becomes very hard to
viewer attention- When advertiser buys a slot on TV nobody can guarantee
that the viewer will pay full attention
to the commercial
The future will see a constant
growth in are of TV commercials because no matter what a television set is an
important part for any house hold and if talk about India the number is only
going to increase.