The Basic of Radio and Television Ads
Radios ads are one of the most common ways for businesses to corner the local market. Radios ads are typically broken down into lengths of
60 seconds, 30 seconds, 15 seconds and 10 seconds. The length of a radio commercial is dependent on the message a business wants to convey.
Some radio ads of 10 seconds can better communicate an effective message through a familiar jingle, than an ad that lasts a full minute.
Television ads are typically structured in 15-second and 30-second spots, but ads that play during huge events such as the Super Bowl can run as long as 90 seconds.
Local ads tend to play for a shorter time and feature lower production values. National commercials can have the look of a feature-length movie and are obviously
more expensive because they play in what is known as ‘prime time,’ evening hours during which most audience members are watching their favorite programs.
The Advantages of Radio Advertising
1. Of the various media of advertising, radio has the widest coverage. It can reach any household.
2. Radio advertisement can reach even illiterate people.
3. The advertisement appears in the midst of an interesting programme. Therefore, those who listen to the programme also listen to the advertisement.
4. As the advertisement matter can be presented as a song or as a short story or in some other interesting form, it enhances the
memory value.
5. The advertisement can be broadcast at the regional, national or international levels.
ADVERTISING IN TELEVISION
One can say without any hesitation that the advent of satellite television marks the beginning of what may be called advertisement revolution.
Every satellite TV channel is flooded not only with interesting programmes but also with numerous advertisements by Indian as well as international companies.
ADVANTAGES OF TELEVISION ADVERTISING
1. Like radio, television also provides a wider coverage. These days television is a common household item.
2. Television advertising can reach all segment of society whether rich , poor , educated or uneducated this does not make a difference.
e.g. Thumsup, coke, Maggi they make their ads targeting all segments/classes.
3. Both audio as well as visual effects can be created through television. Therefore, the advertiser can create the best impact on the viewers.
4. The advertiser can select the programme in which he wants to advertise. He can also select the channel and advertise so as to create the
best possible impact on the people. Goods meant for children can be better advertised in the ‘pogo.
5. It is also possible for the advertiser to sponsor a popular programme. As a result, his product will come to be identified with
the programme. This, indeed, is beneficial for the advertiser. For example, ‘Kapil Sharma Show’, has come to be a very popular programme on ’Sony TV’.
