Television Advertising

Television Advertising
Executive Summary by Steven Chabotte & Alice Ambroce


Broadcasting was originally developed as a means for companies to sell radios. By the late 20's radio advertising had advanced in a dramatic way. The Era of the Single Sponsor

At that time, the number of television sets reached the critical mass necessary to be considered a medium that could reach the masses. As television was a totally new phenomenon - i.e. offering both sound and moving pictures, the advertising industry moved into this arena cautiously as they were not sure what methods would work best to promote their clients products on television. After study and many surveys, the advertising agencies determined that the most effective way to reach consumers with a strong message would be by creating shows that featured a single product or a line of products from a single company.

From this concept arised the typical television shows of the 1950's including such titles as Kraft Television Theater, Colgate Comedy Hour, and Coke Time. As with radio, these television programs were produced by advertising agencies for their clients rather than the studios as is common practice currently.

A solution had to be found if this very powerful advertising medium was to continue to be cost effective for the sponsors.

Enter the Era of Magazine Concept Advertising

By 1960, the magazine concept dominated television advertising, as it has ever since. This evolution of magazine concept advertising is truly the birth of most modern television advertising. The one exception is the infomercial which is really a throwback to the sponsored show model used in the early days of television advertising.

New Wave in Television Advertising

Imagine a brave new world where buying some television time could appeal to different consumer needs by using one ad that is tweaked. By changing voice-overs, scripts, graphic elements or other images, for instance, advertisers could make an ad appeal to teens in one instance and seniors in another. Many marketing executives agree that direct response marketing is the future wave of television advertising.

It is imperative that you track and measure your ad, whether advertising on television, radio or online." Other ads will get customers familiarized with your image which is long term process.