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  • Television Advertising

    Televisions have been around for just over 50 years in New Zealand. In 2008 research conducted by AGB Nielsen Media Research showed that 3,924,400 people watched television in NZ, the average person watched 3 hours 8 minutes per day in 2008, and on average 35.6% of the entire population (5+) was watching television during the peak viewing period of 6pm to 10:30pm. This suggesting that Television can be a successful medium of advertising.

    Strengths

    • Television can communicate simultaneously with consumers through both visual and auditory senses.
    • Advertisements on television can give products life, or be made to appear bigger than in real life.
    • Television provides the opportunity to generate excitement and entertainment, and use humour.
    • Television can achieve impact through the quality of the advertising medium, activating consumers awareness.
    • Can use a wide range of techniques to appeal to potential customers such as a celebrity endorsement.
    • Encourages brand awareness



    Limitations

    • Television can be a reasonably expense medium of advertising.
    • There is no guarantee viewers will watch the advertisements, it is easy to change the channel during infomercials, or mute the T.V.
    • Though a reminder of particular brand, it can prompt consumers to switch off, therefore viewers will not respond to the advertisement



    Measuring television advertising

    • Advertisers can use a unique URL, or unique phone number, similar to that of radio, Newspapers and Yellow pages.
    • Research can be undertaken to observe patterns between television advertisements and the web. Identifying when a particular product is advertised on the television, and looking at whether this prompts viewers to search the product onto the web. Looking at this relationship - it is important to determine if there are any peaks in site visits or web searches on products as a result of the television advertisement.
    • Surveys can also be used in store, enquiring consumers to identify how they heard about the particular product or service.
    • People meters, similar to that of radio advertising can be used. Whereby a hand-held device slightly larger than a typical television channel selector that has eight buttons for family members and two additional buttons for visitors. A family member must push their designated numerical button each time they select a particular program. Information about the programme being watched and who is watching it are recorded for analysis.
    (Source: Chitty W., Barker N., Shimp T., (2008), Integrated Marketing Communications, 2nd Asia Pacific Edition,)


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