Evaluating Television Advertisements For Effectiveness

Evaluating Television Advertisements For Effectivenessadvertizing is paid, nonpersonal communication that is knowing to communicate in a creative manner, through the mathematical function of band or nurture-directed media, the nature of crossways, services, and ideas. It is a jump of persuasive communication that offers information close to growths, ideas, and services that serves the objectives determined by the encourager. Advertising may crook consumers in many a nonher(prenominal) different ways, but the primary goal of publicizing is to increase the prob exponent that consumers exposed to an advertisement impart be save or believe as the advertiser wishes. Thus, the ultimate objective of publicise is to cuckold things persuasively and creatively. Advertising is used by commercial firms trying to parcel out products and services by politicians and political interest groups to sell ideas or channel voters by not-for-profit organizations to raise funds, solicit v olunteers, or influence the actions of spectator pumps and by g everyplacenments seeking to encourage or discourage particular activities, such a wearing seatbelts, participating in the census, or ceasing to smoke. The forms that advertize contends and the media in which advertisements come in argon as varied as the advertisers themselves and the messages that they wish to deliver.The word advertise originates from the Latin advertere , which means to turn toward or to take note of. Certainly, the visual and verbal commercial messages that argon a part of advertising are intended to attract attention and produce some response by the viewer. Advertising is pervasive and virtually impossible to escape. Newspapers and magazines practically boast to a greater extent advertisements than copy radio and picture provide merriment but are in any case laden with advertisements advertisements pop up on Internet sites and the air brings a variety of advertisements. Advertising in l ike manner exists on billboards along the freeway, in subway and train stations, on benches at bus stops, and on the frames about car license plates. In shopping malls, there are giving logos on designer clothes, moviegoers regularly view advertisements for local restaurants, fuzz salons, and so on, and live sporting and cultural events ofttimes include signage, logos, products, and link to information about the event sponsors. The pervasiveness of advertising and its creative elements are intentional to cause viewers to take note.Although the primary objective of advertising is to persuade, it may achieve this objective in many different ways. An important locomote of advertising is the identification function, that is, to identify a product and differentiate it from early(a)s this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products. Another function of advertising is to communicate information about t he product, its attributes, and its location of sale this is the information function. The third function of advertising is to defecate consumers to try new products and to propose reuse of the product as hale as new uses this is the persuasion function.The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own ludicrous identity or personality. One famous example of this is found in the long- gushning advertising for off-white Soap. In the late 1800s, a soap churchman at Procter and Gamble left his machine running during his lunch decimal point and returned to find a whipped soap that, when made into bars, floated. The company decided to capitalise on this mistake by advertising Ivory Soap with the idiomatic expression It Floats. This characteristic of Ivory Soap served to uniquely identify it and differentiate it from other bars of soap.The information function of advertising bathroom also be found in advertising for Ivory Soap. For much than one cardinal years, advertisements for Ivory Soap have contracted on such product characteristics as purity of ingredients, child care, and soft skin. These characteristics, in turn, were often related to key services that could be obtained from using Ivory Soap. Thus, various advertisements emphasized That Ivory Look, which focused on the relationships between product characteristics and the benefits of obtaining a fresh and rose-cheeked appearance.The third and some important function of advertising, persuasion, is also evident in the long-running Ivory Soap advertising campaigns. The advertiser, Procter and Gamble, has linked Ivory Soap with obtaining benefits that are important to customers a fresh and healthy appearance for women, a mild, nonirritating order for bathing babies, and a novelty for children in the tub (since it floats). The benefits of the product suggest reasons to buy and use Ivory Soap and thus provide a basis f or persuading consumers. Different benefits are important to different customers. Thus, to realize its good potential as a persuasive tool, advertising must often be tailored to emphasize those benefits that are important and meaningful for a particular type of customer or a particular use of the product.Advertising has a very long history. It existed in ancient quantify in the form of signs that advertised wares in markets. In Europe and colonial America, criers were often employed by shopkeepers to shout a message end-to-end a town. Medicine shows, in which there was a combi ground of entertainment and an effort to sell a product, unremarkably a secure medical specialty or elixir, presaged modern advertising by creating an entertainment context in which advertising was embedded. Advertising became especially important in the second fractional of the nineteenth century as retailers began to advertise products and bells that would bring customers to their stores. Advertisin g for patent medicines also played a prominent role in the education of advertising, and by the end of the nineteenth century, the firms that would become advertising agencies had already begun to form.though user habits are rapidly changing, television advertising has long been considered the nigh utile mass-market advertising format. The introduction of digital video recorders such as TiVo, which caters viewers to skip advertisements, as swell up as the commonplaceity of commercial-free cable channels, have begun to diminish the reach and effectiveness of TV advertising.Television advertisings crowning instant is the Super Bowl, where companies debut their very beaver television commercials, effectively position them in competition with all of the other television commercials. With the salute of a single 30-second TV spot during the Super Bowl running into the millions, to the highest degree companies opt instead for running their TV advertising in epoch slots that bes t match their advertising budget.Television is the most habitual and most wide spread advertising fair. Watching TV is the most common leisure activity among the consumers.They excrete attentive cartridge holder watching TV.It lead not be an exaggeration to describe television as the freak advertising medium as a report shows that people spend 5 to 6 hours (average) a day watching TV.Showing your ad on TV has several advantages.TV reaches almost every household and it touches to a greater extent people than any other medium ass do.Even the most popular report hardly covers the metropolitan area.However TV reaches every corner of your city, your enjoin and your country.In fact some of the very popular channels reach the solely world.Reach Larger sense of hearing than NewspaperNewspaper can sole(prenominal) accommodate pictures and words.TV reaches much larger audience than newspaper can do and it can do this work within a very terse span of time.Another thing that you s hould keep in mind is that people usually look only for the news and they overlook the ad in newspapers.However if you run your ad in the middle of the favorite TV commercials of the consumers they will certainly watch the ad.TV Ads have Visual AppealYou can also go for radio ads,but again radio only captures sound.TV is the only medium that uses words,sounds,picture (both still and movie) and also music to motivate the consumers emotionally.With so many options it successfully captures the viewers complete attention.You can Take Your Audience AnywhereTV ads are so popular because with a camera you can take your audience almost anywhere you wish.You can show them anything. Not only the end result but also your factory,the procedure of making the product,the package and so on.It appeals to the viewers sight and hearing at the same time.With the occupation of color it turns the world of advertisement into a real world and it good makes people believe in it.TV Ads can Emotionally t rigger the ConsumersTelevision can show many people about your product or service at a time.Every time the consumers see the benefit of using your product or service they will get animate to buy it.It will remind them of their desire to possess what you offer.It can flat give your product or service the prominence it needs.Reach leaded AudienceTV ads can reach the target audience most easily.You can reach the housewives between the best commercials or soaps. You can make ludicrous ads for children and reach them during they watch their favorite cartoon programs.You can reach the olden people during some religious programming and the office goers during news.However dream up a few things while making a TV ad.Make it simple(a) so that people can easily remember it.Repeat your ad at regular intervals.Go for a single consistent message. Offer what the audience hopes and focus on the consumer needs.You will surely make a successful ad. existence titled theKing of advertising medi um television has the power to influence consumer doings over and again.Despite the many entertainment options we have today, television stay the dominant medium in most U.S. households, according to a discover by Ball State University. Americans on average spend over 4 1/2 hours watching TV each day. Advertising your product or business on television can be very effective, but there are also several drawbacks. in the first place you purchase ad time, you should be aware of the disadvantages of advertising on television. costProducing a television commercial and purchasing airtime is costlyit is the most expensive form of advertising there is. TV commercial production is often a complicated process which can need a lot of manpower, time and equipment. Some ads are simplefor example, just graphics and a voiceover. Other ads involve renting a studio and equipment, hiring a director, writers, actors, light and camera operators and editors. Who you carry to produce your ad will al so affect the overall cost. For a less expensive, albeit lower quality ad, use your local cable station, which often has the capability to produce ads. If you have more to spend and want a higher quality ad, hire a professional production company. And anticipate youre not an advertising professional, its wise to hire an advertising agency to foster you come up with a campaign, which will add further expense. anyway production, there are a number of other factors affecting the utmost cost of your ad. Once the commercial is completed, you must then purchase airtime on one or more TV stations. According to on the wholeBusiness.com, the key with TV advertising is repetition, so youll want to air the commercial as many times as possible. This is why TV stations offer determine in bulk. Another cost factor is the size of the market in which you run the commercial. Airtime in major markets such as New York, Los Angeles and Dallas is more expensive than in Eureka, California or Amarill o, Texas. And cost will also depend upon where the ad will be seen. Local advertising on cable TV is significantly less expensive than ads that run on major networks nationwide.ChangesBecause of the complex process of making TV commercials, it can be difficult to make changes once the ad is complete. If a sale price or special offer needs changing, it could take days or weeks to make the adjustment at additional cost. Meantime, you may be ineffectual to run your ad if the information is no longer correct. This will cost you valuable time during which youre not reaching your audience, unfortunate especially if youre advertising an event or limited time offer. In comparison, a newspaper or radio ad can be changed almost nightlong and will likely cost little or nothing to change.Ad CampaignCreating an effective advertising campaign is not an easy task. You want your ad to be memorable, informative and entertaining enough to keep the viewers attention. If you dont have prior experience writing ads, you should hire an advertising agency. You can present them with the information you want to use in the ad, as well as any creative ideas you may have. The advertising professional will help you shape your information and ideas into what will hopefully be an effective ad campaign. Just remember that even agency-created, high-quality campaigns dont always work. TV- showing audiences can be fickle and hard to please sometimes its difficult to tell whether your ad will bring them to your business or make them change the channel. Your best chance of creating an effective ad campaign is to leave it to professionals.Hitting the TargetFinding the right viewers is critical to the ads success. If youre selling womens shoes, then get ad time during Monday Night Football is unwise, as most of the viewing audience is male. Run your ad instead during shows mostly viewed by women. Your advertising agency or a TV stations advertising incision can help you decide when and on what ch annels you should advertise. They have price of admission to Nielsen ratings, which are compiled from surveys that ask TV viewers what they watch. These ratings also provide viewer demographicsinformation such as gender, age and economic class. These statistics make it easier to determine when your ad should air based upon audience makeup if your ad misses its target audience, it may fail to increase your business.Avoiding CommercialsFor viewers, television advertising can be an annoyance. legion(predicate) people use commercial breaks to go to the bathroom, get a chomp or flip channels. Add to that all the other entertainment options they have such as video-on-demand, radio, the Internet, Mp3 players and video gamesopportunities abound to miss the ad altogether. All you can do as an advertiser is create the best ad you can, repeat it often and hope viewers watch it and patronize your business.DVRA relatively new technology that is making its way into households across the nation is the DVR or Digital Video Recorder. A more modern recitation of a VCR, a DVR allows users to digitally record TV shows easilyand automatically, and to record more than one show at a time. Unfortunately for the advertising industry, DVRs allow users to fast-forward through commercials. According to Cnet News, a March 2006 study by the connector of National Advertisers and Forrester Research said about 70 percent of advertisers surveyed believed that DVRs and video-on-demand will reduce or destroy the effectiveness of traditional 30-second commercials. It remains to be seen just what sort of effect DVRs will have on television advertising.Evaluating television advertisements for effectiveness is difficult since each viewer is affected by them in a different way. A general formula cognise by the acronym AIDCA is used by many advertisers to determine whether or not an ad will succeed in influencing viewers. The A in AIDCA stands for Attention, the I is for Interest, the D is for D esire, the C is for Credibility or Conviction, and the final A stands for Action. for each one of these steps is believed to be key in creating a quality advertisement.