Since the time the first ever commercial to be aired ontelevision of Bulova Watch Company in July 1, 1941 many categories ofadvertisements have been formed. The advertisements have become a part andparcel of daily life and are playing a significant role in decision making ofthe consumers. Such has become the power of advertisement that even apolitician cannot assure his success in election campaign in if he hasn’tadvertised on television. The different categories of television advertisingare political advertising, promotional advertising, infomercials, televisioncommercial donut, promo, and sponsorship.
Political advertising is nothing but reaching out to thecitizens of a particular region to capture their vote bank. It’s the mostinfluential advertising method and is also very important as it affects thenation in a big way. The two main platforms to advertise for a politicalcampaign are television and radio known as broadcast media. This also dependson the money raised through political campaigns. The earlier the money raisedand the more the money raised, the better the method of advertising. Usuallythe candidate’s party committees contribute the money. To advertise through television specializedconsultants are be contacted to buy slots on local or national network. It hasbeen observed that even a candidate for local office position places an ad ontelevision.
Promotional ads or product placement ads are commercialsplaced on television by marketers involving commercial products to increasetheir sales and services. Promotional ads can be featured on television,movies, music videos, books, websites and even video games. Good amount ofmoney can be saved by consulting sales executives and by renting location,models and props.
Television commercials are popular with automobile industryand James Bond movies are credited for promoting them. Promotion of cigarettes or any other tobaccoproducts in movies have always been a point of controversy as most of the StateGovernments have set up a limit for promotion of such items. Authenticity ofthe products and services being advertised are many times questioned by theconsumer as some of them can be misleading. To tackle this, many consumergroups have been formed who ask for complete disclosure of the product fromcompanies advertising them. In case of any refusal for cooperation of any kindthese groups are liable to slam a case against the product and its company. Theproduct ads can be differentiated on the basis of appearances like sponsorship,cost reduction oriented, brand integration and fee based. Sponsorship is thecontribution by the company to soaps or sports matches. Brand integration isknown as the annexing of the product in a movie or video song.
Infomercials are differentiated from other televisionadvertisements on the basis of time. They are usually thirty minutes long likea regular program. They are also known as teleshopping or paid programming. Onecan catch them at odd hours of the day like early morning or late in the night.It’s actually a commercial letting out the complete information about aparticular product like expert advice on the product, how it should be used,its cost, and where it is available. They resemble more like a talk show thanto a commercial as the advertisers communicate to viewers with the help ofcatchy phrases, celebrities and experts.
Television commercial donut is a template. Its like ablueprint and has all the necessary elements to make a finished commercial butthe actual product is missing. Usually advertisers who find producing acommercial difficult use it. The local networks in return of purchase ofairtime on their respective channels usually provide the commercial donut. Itis a very cost effective method but it has a lack of creativity that will notensure customer attraction. With the advancements in video editing technologythis option is becoming increasingly popular among advertisers.
Promos or network promotional advertising involves televisionadvertising. The amount of commercials that are being hosted on local andnational television has been rising by the day and has featured almosteverything one can imagine in the world.
Sponsoring a program or a channel is done to promote productsor a program for a cause. The group or individual supports financially toadvertise his product, service or organization.
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