TV ads provide companies with a lot of exposure.
According to the Media Awareness Network, between the gas station, public washroom stalls, movie theaters and television we see an average of 3,000 advertisements per day. Advertising is an important part of marketing and promoting new and existing products. Companies that use television to advertise their product or service pay hundreds of thousands of dollars for seconds of air time. In return their product is made visible to millions of people.
Celebrity Endorsements
Sporting goods are often endorsed by celebrities who play that sport.
According to Frank W. Baker, testimonials or celebrity endorsements are an effective, persuasive advertising technique that works because consumers identify with the celebrity they see. If an older man sees a commercial with an older, retired former football player endorsing a certain energy-improving supplement, the consumer may identify with the older celebrity, feeling if it worked for the celebrity it can work for him. Because consumers place a lot of faith in celebrities, these types of advertisements are very effective. Celebrity endorsements are also very lucrative for the celebrity as they are paid to film the commercial and also may receive royalties.
Product Placement
Characters in sitcoms often drink specific brands of soda.
What type of product became popular after the release of the 1982 movie "ET"? According to the Media Awareness Network, the product ET loved to eat, which was chocolate-covered peanut butter-filled candy pieces, saw sales increase by 65%. The use of product placement is a common advertising strategy that reaches millions of viewers. In recent years, product placement has gained importance as an advertising tool due to the inventions of technologies that allow consumers to record their favorite shows and edit out the commercials. TV producers and advertising agencies work together on the use of product placement. One technique used for this type of TV advertising is basing the whole episode of the television show around the product being advertised.
Direct Response Marketing
A direct response ad invites you to purchase the product advertised.
Direct response marketing is a type of television advertising where a product is displayed, presented or discussed, followed by an invitation to order the product. During one episode of the television show "Will and Grace," a character wore a pink polo shirt. After the show, a 10-second advertisement was run, showing the character wearing the pink polo shirt and inviting viewers to go to the website to order one. The website, run by a company partially owned by the network that produced "Will and Grace," sold $3,000 worth of pink polo shirts in the days following that episode. In a more overt method, direct response marketing is the technique used in television infomercials.
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