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TV: Brand advertising

In this step you will cover the importance of television advertising, and how and when to use it most effectively in marketing campaigns.

Still a popular medium for viewers and marketers alike, TV has survived various industry changes to provide a reliable and trusted marketing channel.

Although many had questioned whether the age of TV advertising would come to an end with the rise of online streaming, this has not been the case. Despite the rising popularity of online streaming, marketers continue to pour large sums of money into TV as a key medium in their marketing mix. According to the Advertising Association (Adassoc) companies spent over £5 billion on TV advertising during 2018.

Why should you use it?
The very reason for most viewers’ engagement with TV is its content. This is still the most effective channel for brand awareness. TV advertising creates, builds and grows brands. Whilst TV has the highest efficiency at achieving KPIs to drive sales, profit and increase market share, it works even better when combined with digital.

When should you use it?
TV is a great channel to use when you want to create brand awareness or reach out to larger audiences. This is especially true for organisations who don’t hold their customer’s information or for brands which sell fast-moving consumer goods, like bread, eggs and cereal.

Things to consider:

  • TV is generally an expensive channel to invest in. This means it is ordinarily only available to big established brands.
  • The time slots are small, and people tend to skip through or get distracted with other things during the advert break. So, for a TV advert to be effective, you need to pick a simple message that you can convey quickly and easily.

Join the discussion

Think of a popular TV advertisement you’ve seen or heard about recently. What is it an advertisement for and why do you think it is effective? Post a link so that others can watch it and comment. Watch someone else’s ad and reply.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

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Introduction to Marketing: Omnichannel Marketing and Analysis

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