Advertising Techniques in Broadcasting Media

Advertisement is driven with several motives. It establishes brand identity. It also promotes the products or services. Businesses also see advertisement’s potential in communicating to the world about the value of their products or services. No matter what objective advertisement has, they all boil down to one thing: profitability. One of the most common and effective advertising techniques is to use commercials on Television. It is done by employing the professional or talent services of people. Usually, the endorsers are involved in a role playing scenario.

Creative advertising techniques are also used such as posing a problem and providing a solution--which is always the product or service being promoted. The incorporation of jingle and slogan is also part of the creative advertising techniques.

Advertisement in television broadcasting is costly. Besides the production cost and talent fees, the business shall also pay for airing time of a certain television station. There are three elements that influence the price of TV commercial, namely its length, the time slot and the TV show.

The longer the commercial, the more expensive is its worth. When it comes to timeslot, prime time—daytime or nighttime—is the most expensive mainly because it is the peak time—having the most number of audiences.

The television show or program being aired is also a factor. If the show has a good or high audience rating, the airing time for commercials during that period is specifically expensive regardless if it is prime time or late time. It is also at this particular time, when the advertisers use more creative advertising techniques on their commercials.

The advertising techniques on broadcasting media have worn another face—the information commercial. The infomercial, its abbreviated form, seeks to inform the public about facts, situations or events that require immediate attention and action.

Originally, the infomercial was used to awaken social consciousness of the public. To make it more effective and powerful, the organizations or those who are behind infomercial employ the services of someone who is famous and appealing to the public, or someone who is an effective convincer of a certain group of individuals in cases of targeted infomercials.

Examples of infomercials are the campaign about global warming, water and food shortages, civil war, political unrest or integrity, poverty, AIDS, hunger, pornography, abuse of illegal drugs and alcohol, and cigarette smoking.

There are also corporations that use infomercial as their way of promoting their brand. For example, if the product being advertised is non-fat calcium fortified milk for women beyond 40, the campaign starts by informing the public about the importance of calcium and the consequence of its insufficiency. The ad ends with the endorsement of the company’s milk to supplement the calcium needs.

The Radio stations are part of media broadcasting. They too are used by the advertising industry to channel the advertising techniques. Before, the commercials aired on radio were limited to statements.

However today, there are creative advertising techniques used such as airing the audio version of TV commercials, role playing of people [usually the disc jockeys themselves] and infomercials.


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