Question

What is the role of television as an advertising medium? Name a TV advertisement that you have seen and explain the role that it plays for the company to show you understand the concept.

Answer 1

A staple for advertising, television has positively influenced the audiences and viewers for the business organizations and advertising concerns since its inception. It is one of the most effective and viable outlets and plays multiple roles for advertising business organizations and companies.

Promoter of Offerings- Television is an important promotional medium used for advertising worldwide. Companies can use the channel to come in direct contact with the customers and deliver their messages in the most attractive and appealing ways, right to the homes of consumers where they are relaxed and decipher the message to the best of their abilities. Because television advertisements are a combination of audio, video, and motion, they are perceived better by the customers and the messages are also well interpreted and communicated. Television advertisements can be a part of consumer memory for the longer term as well.

Public Relations Aid- Television acts as an advertising medium and can also play the role of a Public Relations aid. The medium can be used by the companies to deliver messages oriented at improving the company image or for damage control as well. For instance, a company may advertise or create television content and video that focuses on its sustainability practices, including its environment or social improvement programs. In the aftermath of damage or mishap, a company may also deliver television videos and messages that help consumers know what actually happened and the narration of an event as the business concern views it. Therefore, advertisements by business organizations can be used by organizations to tell their side of the story and let consumers know about the standing of a business on a particular subject. In all these instances, television advertising would play the role of a public relation assistant.

Influencer- Television plays the role of influencer of the purchase decisions of the viewers and audiences. It guides the audiences in making a purchase decision as the different product/service specifications and values are described to the audience right in their homes. Audiences can easily compare the offerings and make the best purchase decision. Audiences can also take a cue from television advertisements and explore further on the subject.

Mass Media Channel- Television will play the role of the mass media channel and a highly capable sales representative as well because of its tremendous reach. Multiple televisions may be found in households today, and there are billions of viewers of televisions worldwide. Because of globalization and liberalization of a great number of countries, all business concerns can air their commercial and television messages in many different countries. Television hence plays the role of a mass media channel and may also provide the cost-effectiveness and economic advertising that a company may desire.TV commercials can also be shared online on social media platforms and on the internet, which further increases the popularity of the company while keeping the cost low.

Introducer/Ice Breaker- A company can hope to introduce itself and its products and offerings to a new region, state, or country by using television advertising. With the help of television, companies with foreign origins can also start to do business in new countries by creating television commercials that are in line with the cultural and societal values or norms of a new market.

Advocate- The television advocates the offerings of a business organization by describing to the audiences the unique selling points, features, and specifications of products and services.

Motivator- Television commercials also include the call-to-action that motivates the consumer to actually undertake the purchase, or influences him/her enough so that he/she at least enquires about the offering. While some brands may now only focus on creating awareness, others are more adamant on initiating the purchase process through the commercials.

Illustration

Samsung, a leading electronics company is promoting its new phone Samsung Galaxy S10 5G through a highly engaging TV advertisement. 5G is the upcoming/new technology in communication and Samsung has emphasized heavily to reveal to the audiences that the new phone is ready for 5G technology. The audiences become aware that this phone will support the fastest browsing, sharing and downloads/uploads as it is capable to run on 5G networks that will soon be implemented across regions and countries. The advertisement also unfolds the multiple and exciting specifications of the new phone fast to the customer so that the audience interest is on its peak all along with viewership. The advertisement tags like “hyperfast” for the phone are Innovative. The ad also details other new and attractive specifications of the product including 6.7 inches screen and 6-cameras, which phones from other brands do not possess as of now.

In a few seconds, the company motivates the audience enough to make a purchase decision in its favor. The advertisement promotes and advocates the company’s offering detailing all the specifications. The same advertisement can be shown in many different countries and regions of the world and hence television will play the role of an advocate and mass media channel for Samsung. With an attractive presentation, the advertisement with also influences the purchase decision of audiences who want a new phone or wish to upgrade.