Posted in Marketing & Strategy Articles, Total Reads: 1889
, Published on 11 March 2013
A time where all the products are quickly being reduced to commodity the only factor which is saving every other product from this downfall is marketing. Yes, in the fierce competition of selling product or service, marketing is the name of the game. Though marketing itself is very vast which considers all the aspects of a product i.e. price, product, promotion and place known as four famous Ps or Marketing Mix of Philip Kotler.
Out of all the aspects of marketing none are as vital, dynamic and creative as advertisements (a part of promotion). Advertisement can be of any form print, Television commercials. The main aim of an advertisement is to communicate one or many features of the product directly or indirectly so that it can influence the people behaviour and as a result excite them to buy their products. Here we will discuss about television commercials.
Television Commercials (TVC) are now an integrated part of every television program be it movies, sports or TV Soaps. Hate it or love it the fact remains that these TVCs are the reason behind the actual program. The fund needed for running the show, broadcasting it comes from these commercials only. They pay from a minimum of twenty thousand rupees to a sum of two million for a 15 seconds slot on a TV show. The TVCs had to attract the customers, communicate the features and convert them into consumers in these 60 seconds only. Just imagine the creativity needed for such an astonishing work. Hence, no wonder the agencies behind these works are known as creative agencies.
The first ever TVC was aired in United States and it was by a watch making company, Bulova. The name Soap Opera is also the result of the sponsorships provided by the Proctor and Gamble to advertise their soaps. Now a simple question that crosses everyone’s mind is even if the TVC is enough creative to attract the attention and communicate the features. Does it really do the work of influencing the people? Well if the TVC is really good at delivering what are intended then the answer is a definite yes. It’s not only the people; Advertisements has influenced the cultures also. Surprised, ok let me take an example. Christmas, a universally celebrated day has many elements one of the most important element is an old man dressed in red suit with some white part and a white beard- yes, we are talking about Santa Claus. Santa Claus is a mythical figure but the whole visual setup was given by none other than world’s top most brand Coca Cola. Yes, it was Coca Cola who has created the visual setup of Santa Clause and it should be now very simpler for you to relate why the coca cola is in Red & White. To find the direct correlation between the advertisement and the sale of the products doesn’t makes any sense because the sale is the result of many other factors like availability, price and e.t.c. However, there have been numerous number of studies has been made to know the effect of advertisements on brand recall.
With the advancement of technology, the company saw a shift of its Target Group’s interest (mainly youth) from Television to YouTube. With more and more usage of YouTube the advertising companies also focused on YouTube. Hence, one can see how at the beginning of any video in YouTube you are forced to see an ad however, at present we are having the liberty to skip it if its duration is more than 21 seconds. But sooner this liberty will also be vanished. Now, to really have an impact one can easily see that if someone is watching a video of length more than 5 minutes you will be again forced to see an ad just after the 5th minute.
This article has been authored by Bir Bahadur Singh from IIM Raipur.
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