Positive and Negative Attributes of Television as Media »
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Positive Attributes
Provides full-color advertising.
Delivers advertising that can simultaneously be seen and heard and, inherently, allows movement to be displayed: sight, sound and motion.
Allows delivery to multiple household members simultaneously.
Provides for relatively immediate delivery.
Is advertiser driven and does not require the viewer to seek the advertising--that is, it is intrusive.
Can be purchased nationally, regionally, or locally.
Can be purchased in fairly concentrated pieces of geography via individualized cable offerings.
Provides a full array of program types to reach viewers during a specific state of mind, which can complement a specific advertising message.
Is capable of producing one of the highest levels of reach of most generalized consumer segments (e.g., children, teens, men, women, adults 18 - 34).
Can produce high frequency levels.
Can deliver advertising messages at any time during any 24-hour period.
Can be negotiated for product category exclusivity.
Is usually one of the most cost-efficient media forms for most generalized consumer segments.
Can reach people who are lightly or not exposed to other media forms.
Negative Attributes
Is considered one of the more "cluttered" advertising media, which could affect viewer retention of the commercial message.
Has a limited inventory of commercial openings, which could preclude the purchase of specific programs.
Commands a high out-of-pocket cost for broad coverage.
Is not as demographically selective as some other media forms (with the possible exception of cable TV).
Audience size of given programs can fluctuate widely based on changes in counter-programming.
Is relatively cost-inefficient for narrowly defined target groups.
Is increasingly being recorded on VCRs for viewing after the original time of broadcast.
Commercials can be "zapped" or zipped--fast-forwarded--if viewer watches program after it is recorded on a VCR.
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This resource is (c) NTC Books, and is excerpted from "Introduction To Advertising Media" by Jim Surmanek.
Positive Attributes
Provides full-color advertising.
Delivers advertising that can simultaneously be seen and heard and, inherently, allows movement to be displayed: sight, sound and motion.
Allows delivery to multiple household members simultaneously.
Provides for relatively immediate delivery.
Is advertiser driven and does not require the viewer to seek the advertising--that is, it is intrusive.
Can be purchased nationally, regionally, or locally.
Can be purchased in fairly concentrated pieces of geography via individualized cable offerings.
Provides a full array of program types to reach viewers during a specific state of mind, which can complement a specific advertising message.
Is capable of producing one of the highest levels of reach of most generalized consumer segments (e.g., children, teens, men, women, adults 18 - 34).
Can produce high frequency levels.
Can deliver advertising messages at any time during any 24-hour period.
Can be negotiated for product category exclusivity.
Is usually one of the most cost-efficient media forms for most generalized consumer segments.
Can reach people who are lightly or not exposed to other media forms.
Negative Attributes
Is considered one of the more "cluttered" advertising media, which could affect viewer retention of the commercial message.
Has a limited inventory of commercial openings, which could preclude the purchase of specific programs.
Commands a high out-of-pocket cost for broad coverage.
Is not as demographically selective as some other media forms (with the possible exception of cable TV).
Audience size of given programs can fluctuate widely based on changes in counter-programming.
Is relatively cost-inefficient for narrowly defined target groups.
Is increasingly being recorded on VCRs for viewing after the original time of broadcast.
Commercials can be "zapped" or zipped--fast-forwarded--if viewer watches program after it is recorded on a VCR.
_____________________________________________
This resource is (c) NTC Books, and is excerpted from "Introduction To Advertising Media" by Jim Surmanek.