Everyone is familiar with the term advertisement. In today’s world, advertisement is considered the most vital promotional tool. This term paper is going to focus on advertisement as a television commercial. Television is a very popular media by which a product or service can be introduced to the customer through . Target group of this topic obviously the mass people who are suppose to be influenced through advertisement. When a company introduces an advertisement, its motto is to increase sales volume in the market. The term paper focuses on how an advertisement starts and how it comes to an end through commercialization. It includes the role of company’s branding department, ad-firm and TV channels marketing team. It also highlights post advertisement feedback and advertisement in present age.
There are many ways of advertising a product or service, Television commercial is one of them. In present age, advertisement and television are part and parcel of each other. Electronic media has been explored in a great range by the help of advertisement. Advertisement also comes out with a huge success by using the popularity of this media. Advertisement means a public promotion of any product or service. In today’s world, advertising is considered most vital promotional tool. According to Philip Kotler, “Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified person.” If we look at the history we come to know that, the very first television ad appeared on July 1, 1941 during a baseball game on a local New York channel. It was a 10-second ad which advertised Bulova watches and cost only four dollars; it completely revolutionized television! Because of the huge success of Bulova advertisement, other companies started to realize that they also needed advertisement of their product or service as a new marketing technique. Businesses like Gimbel’s Department Store, Pan American World Airways, Firestone Tire, and Botany Worsted Mills advertised on television shortly. Television's spreading popularity influenced the formation of the American Association of Advertising Agencies (AAAA) to generate commercials. During that period, television popularity was so high which results in even the movie studios feared that television would dominate all other media! (Source: internet) Advertising objectives consists of three major factors. These are – 1. To inform,
2. To persuade and
3. To remind.
In this term paper our focus is to highlight the starts to ends procedure of advertisement which includes the role of company’s branding department, role of ad-firm and role of TV channels marketing team. We also mention the advertisement in present age.
Advertising is the most popular and effective way to communicate with the customer. A company usually makes advertisement of its product or service in order to increase sales volume. Through advertisement a company can attract the target group. Advertisement also helps to improve a company’s brand image. A brand image is an attitude people have about a product or service, an attitude carefully developed and nurtured by advertising. In the chapter ‘Advertising and Public Relations’ the author states that, Although advertising is used mostly by business firms, a wide range of non-profit organizations, professionals, and social agencies also use advertising to promote their causes to various target publics. In fact, the 34th largest advertising spender in the world is a non-profit organization – the U.S. government. (P-364)
When a company introduces a product or service in the market through the advertisement obviously...
References: Jewler A. J. (1985), “Creative strategy in Advertising”, (2nd ed.) Wadsworth Publishing Company
Kotler P., Armstrong G., Agnihotri P. Y., Haque E. U. (2011), “Principles of Marketing”, 13th ed. (363-366) Pearson Publication
Web links: http://www.qualitylogoproducts.com/lib/history-of-tv-ads.htm#ixzz2EEq2b2I8
Please join StudyMode to read the full document