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Pros and Cons of Tv Advertising

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Submitted By blowindro
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The Pros of Advertising Food on Television
There are several advantages to advertising on television. One of the main ones and the most obvious is visual. You cannot do this on the radio. You can advertise anything on television simply by having an ad run continuously even on just one station. With visuals, people can actually see what they are buying which is one of the main keys to selling your product. You can add audio if you choose too or play audio from the product if that is the type of product you are advertising. It is much easier to get your point across in television add than a radio add. Within the first few seconds of a commercial, you already know if you want to buy the product or not because they will throw everything they have at you within the first 10 seconds. The rest of the commercial is just icing on the cake.
Depending on what you are advertising, you have many channels at your disposal. If you are advertising something sports related, you may want to run ads on ESPN, Fox Sports, NBA TV, NFL Network and so on and so forth. If you are advertising something music related, you may want to run ads on BET, MTV, VH1, and channels like those. If you are advertising something to do with cooking, you have a myriad of cooking channels to choose from. The list goes on and on. There is probably a station or two that specializes in whatever you are advertising. If for some reason you cannot get your ad onto one of those major networks, you can go the local route and try to get your ad on a local channel.
If you are advertising food, then it will be very easy to sell your product as is shown by most food television ads that are out now. Most of them market to children in the forms of fast food and generally unhealthy food. The largest single source of media messages about food to children, especially younger children, is television. Over 75% of US food manufacturers' advertising budgets and 95% of US fast-food restaurant budgets are allocated to television (International Journal of Behavioral Nutrition and Physical Activity, 2013). Children start viewing television at an early age so many advertisers being marketing to children immediately.
Advertising is central to the marketing of the US food supply. The US food system is the second largest advertiser in the American economy and takes up plenty of space on television, newspapers, magazines, billboard, and radio advertisements. Nearly 13% of Americans spend their money on food and most of them buy food consistently from the same places. This means, if you like Burger King, then you tend to eat there more than you would other places. And every time you see a Burger King commercial advertising a new deal, you cannot wait to go and buy it. However, people’s views on food can change rapidly because of new information, more money in their pockets so they can afford different foods, or new health information about certain foods. Food advertising is very important for name brands which make up over 80% of the food on the market. People recognize brands like Tyson, Kellogg’s, Frosted Flakes, Big Mac’s, and the list goes on and on.
It is estimated that children in the United States watch anywhere from 20,000 to 40,000 commercials per year and will have been exposed to approximately 360,000 television ads before they turn 18 (International Journal of Behavioral Nutrition and Physical Activity, 2013). Food ads are the most frequently advertised product category on US children's television and food ads account for over 50% of all ads targeting children (International Journal of Behavioral Nutrition and Physical Activity, 2013). Children probably see at least one food commercial within 5 minutes of watching television and closer to 3 hours’ worth of food commercials in a week.
One study showed that food ads are very prevalent during Saturday mornings which is when children are watching cartoons the most because they normally do not have to get up and go to school on the weekends. Children watch around 53 hours of food advertisements just on Saturday mornings alone. Roughly 57% of all the commercials were food advertisements (International Journal of Behavioral Nutrition and Physical Activity, 2013). Almost half of the commercials are advertising unhealthy foods such as candy, chips, cakes, pastries, and soda.
Fast food advertising was also very heavy, totaling around 11% of total food commercials. Breakfast cereals that are high in sugar are shown the most and they blatantly target children with Fruit Loops, Cap’n Crunch, Honey Smacks and Lucky Charms. There were no commercials marketing fruits or vegetables. Doctors like to recommend that children eat healthy but the United States television advertisements do not reflect this. This is obviously not positive, however, it works for the advertisers and that is why it is beneficial to market to children. Parents are more likely to go out and buy their small children whatever they want, whether it’s McDonald’s or Frosted Flakes. Children usually can recognize the names of fast food places before they can read and write. The reason most of the discussion around food advertising centers around children is because most of the ads are geared towards children. It’s an inescapable fact of television advertising. Parents like to spoil their children and children love candy, sweets, and McDonald’s.
The general public is already used to seeing certain types of people or certain types of brands being advertised on specific channels and specific times of the day. So figure out which market you fit into and try to get a spot where you already know your target audience will be watching. We should actually try our best to not each unhealthy has can be references from this passage from 1 Corinthians 7:23. “You were bought with a price”. Since Jesus died to purchase me and I now belong to Him, He has the right to expect us to care for our body. If you were given a gift from a loved one, would it be right for you to abuse or misuse the gift? Would you not want to treat the gift with appreciation and respect? Likewise, since our body is God’s gift to us, we should treat it right? Since I want to offer to Christ, a body as healthy as possible, I want to do all within my power to keep my body healthy in what I eat.
Nearly everyone, especially nutritionists, knows that eating junk food is detrimental to one’s physical wellbeing, it is important to only eat what we know will promote good health. The Bible says, “Present your bodies a living and holy sacrifice, acceptable to God, which is your spiritual service of worship” (Romans 12:1). How can we give our body to God and Christ if we are doing what we know will harm it?
With advertising, the seller may have to make more than one point to entice the prospective buyer and that is easily accomplished with an ad on television. You can make multiple points simultaneously. You can have music playing, especially if your product plays audio. At the same time, you or somebody else is speaking to the audience and you have visuals in the background. That is three potential points being made at the same time within a 30 second commercial. The one obvious perk of television advertising is that you can reach a larger audience. Yes, plenty of people still listen to the radio. However, many more watch television which is to be expected because of the visual element. According to one study, for example, Americans in 2010 spent an average of 96 minutes per day listening to radio and 30 minutes a day reading newspapers while the average American spends 4.5 hours per day looking at television (Allbusiness.com, 2013).
Television makes it easier for the audience to just flip through the stations as most televisions come equipped with a remote these days. That is much easier than looking at a radio dial and trying to put it exactly on 1260 or 1070 or whatever station you are looking for. If you do not have the dial directly on the station, you will have to deal with static and an inconsistent broadcast that might flicker in and out. With many more channels today, there are more opportunities for advertisers to run cheaper ads. You may not be able to afford to run your ad on TNT for instance but maybe you can afford to run it on Spike or A&E. Those are just two examples but there are over 60 channels on basic cable in Indianapolis as far as I know so there are plenty of options. Another overlooked benefit of advertising on television is that it gives your product credibility. Many people probably assume it is easier to get your ad in a magazine or on the radio versus getting it on television. In many cases they are right so when they see an ad on television, it makes them think the product is legit which may or may not be the case. Just like anything else you buy, unless you read tons of reviews, you do not know what you are getting until you get it home and use it. Ads that run during heavily watched events like the Super Bowl, NBA Finals, World Series or even popular shows like “America’s Got Talent”, or any primetime reality show can be remembered for years and decades. Also social media like Facebook, Twitter, and You Tube make it very easy to share your ad all over the world. If you cannot get your ad on television, try to upload it to You Tube. Videos on You Tube can attract millions of views depending on the content of the video. On You Tube, a 15 second video has a much chance to receive millions of views as a full length film that may be on there. It just depends on what you are selling, if the ad is funny, if people can relate to it and if the product is good. Also putting ads on Facebook, Twitter, MySpace, LinkedIn and others makes it very easy to share your ad and for others to share it helping it reach millions of people. Putting your ad on television gives your product and yourself, if you choose to show your face in the ad, a personality. Whether positive or negative, people will form an opinion about you and your product just from looking at you. This can be the determining factor in whether or not a person buys your product. As humans, we judge people based on many different factors, some justified and others that are completely ridiculous. Regardless, the way people judge you and your ad can have a large impact on them buying the product. At the end of the day, creativity, originality and a quality product can insure success for your television ad.
References
All Business (2013). Your Small Business Advantage. Television Advertising Pros and Con. Retrieved from http://www.allbusiness.com/small-business-tv-advertising/15583543-1.html
Big Trends (2013). A Track Profile of Major Trend Setters. Pros and Cons of Television Advertising. Retrieved from http://big-trend.com/2010/01/pros-and-cons-of-television-advertising
Drew, B. (2013). Small Business. What Are the Benefits of Advertising on TV Ahead of Any Other Medium? Retrieved from http://smallbusiness.chron.com/benefits-advertising-tv-ahead-other-medium-3585.html
French, S., Story, M. (2013). International Journal of Behavioral Nutrition and Physical Activity. Food Advertising and Marketing Directed at Children and Adolescents in the US. Retrieved from http://www.ijbnpa.org/content/1/1/3

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