Strategic Marketing with TV Advertising

Television, as of 2010, is still the most effective advertising medium in Canada in terms of both reach and revenue. In a 2009-2010 study that measures viewing trends in Vancouver, the average weekly reach of television in the hours between 6am to 6pm is 99%. And that’s not even primetime. rnThe sales, meanwhile, get a total media share of 29.3% in net revenues. This is achieved through strategic steps taken by producers and their advertising agencies. These strategic steps involve proper planning, execution and management of the components of television advertising. And the main components of television advertising are (1) the product, (2) target market, (3) the use of the medium and (4) the concept. rnThe first component or the product concerns the brand and the specific characteristics by which the producers and the advertising agency want the product to be identified with. This is how the product or service is first introduced and how its strengths over the competition are identified and emphasized. rnEach product or service has a target market or audience, and television marketing, even without control over who it reaches, still proves to be a very effective medium in capturing specific audiences. In the commercials Vancouver television features, specific markets are targeted through the use of language and psychological devices that these specific markets can relate to. rnMoreover, television is primarily effective because it’s an audio-visual medium. The medium can effectively convey emotions or capture situations that the audience can immediately relate to, to a point where they can almost feel like they are really involved or what they are watching is happening right in front of them, much like how the Olympics 2010 commercials Vancouver got noticed and became known for last year. rnLastly, the most important component of a TV commercial is its concept. Great concepts are the movers of the best TV commercials Vancouver has to offer. The concept, usually credited to the advertising agency, is the seed from which all the other three components are expressed from. The best ones—or the most effective in terms of sales—usually have something to do with the human emotion, or with effectively showing that the product or service surpasses its competitors.