What is television advertising? 6 effective types of television advertising.

Television advertising provides information about a brand's products, services, and events, broadcast across various media channels. Its goal is to leave a lasting impression on viewers, increase brand awareness, stimulate consumer demand, and generate revenue for the business.

What is television advertising?

Television commercials, or TV commercials, are a widely used form of media today. They are short video clips, ranging from 15 to 60 seconds, that introduce a brand's products, services, or events. The purpose of advertising is to convey information to customers, pique their curiosity, and stimulate their desire to purchase.

Thanks to the development of the internet, video advertising is increasingly widespread, becoming a useful tool for businesses to connect with and establish their brand in the minds of customers. Investing in advertising is essential, especially for brands that are not yet widely known; however, budgeting is crucial because production costs are not low.

The role and characteristics of television advertising.

Role

Television advertising plays a crucial role in brand promotion campaigns. Specifically:

• Increased accessibility to potential customers, as advertisements are broadcast widely and reach a large audience.
• Brands are recognized and remembered by many people through advertising with impressive sounds and images.
• Good, engaging television commercials pique curiosity and interest, stimulating viewers and leading to a desire to experience the product.
• It leads to better conversion rates and increased revenue for businesses.
• Contributing to the success of marketing campaigns.

Characteristic

To better understand television advertising, here are the key characteristics of this type of media:

• Television commercials, or TV commercials, although short in duration, require significant investment from businesses. This is especially true if you want to broadcast during prime time or on channels with high viewership.
• Reaching a large audience, regardless of age, education level, social class, gender, or region, is possible due to the widespread broadcasting of advertisements.
• The diversity of advertising formats prevents viewers from getting bored and instead makes them more attractive. For example, using images of celebrities to promote brands, building stories that touch viewers' emotions, using engaging animated graphics, etc.
• Compared to traditional advertising methods such as distributing flyers or word-of-mouth, television advertising provides viewers with the most intuitive view of a product through realistic and vivid images and sounds.
• Each advertisement is short, so the message needs to be carefully selected, ensuring it is concise and to the point, avoiding lengthy descriptions or the use of ambiguous or misleading undertones.
• It is possible to track and evaluate the quality of advertisements and measure the number of viewers.

In summary, television advertising helps businesses promote their brands and is a tool that contributes to boosting sales. However, it may not yield the expected results if the content is unappealing, the images and sound are of poor quality, or inappropriate, etc. Therefore, businesses need to choose an experienced production company to create the most effective advertising videos.

Advantages and Disadvantages of Television Advertising

Television advertising offers many benefits, but it also has certain limitations:

Regarding the advantages:

• Wide reach, accessible to audiences of all ages and genders.
• It has the potential to touch viewers' emotions and stimulate their desire to buy.
• It's entertaining, keeping viewers engaged and preventing boredom.
• It is highly persuasive because it is advertised on television, where content is subject to censorship before broadcast.
• Elevate your brand image and increase credibility in the eyes of your viewers.

Regarding disadvantages:

• High production costs require businesses to have a large budget.
• Although the number of viewers can be measured, the revenue generated from advertising cannot be accurately quantified.
• The limited broadcast time meant that some of the product's features were not mentioned.
• Viewers are likely to skip commercials to continue watching other programs, especially if the commercials are not engaging or appealing.
• While it offers broad reach, advertising can make it difficult to target specific customers.
• Competition in terms of advertising quality is high because there are currently too many brands on the market that have invested heavily in media and communications.

Businesses need to analyze the advantages and disadvantages of television advertising, comparing them to their actual business situation to develop the optimal advertising plan. Any marketing strategy carries risks; however, you should consider them carefully to avoid undesirable situations that could affect your business reputation and operations.

6 types of effective television advertising

The diversity of television advertising formats allows for more effective information delivery and access to a wider audience. Examples include:

1. Traditional advertising: Video commercials are broadcast interspersed with popular movies and entertainment programs. This is a popular format chosen by many businesses.
2. Sponsored advertisements for the program: Instead of directly producing advertising videos, businesses can indirectly promote their brand by sponsoring a specific program. The brand's reputation is widely disseminated, increasing credibility and thus gaining the trust of viewers. Examples include brands sponsoring charitable programs or talent search events.
3. Logo advertising: Integrating brand logos into television programs and films not only enhances the viewer experience but also provides product information. For example, during cooking shows, advertisements for food brands could be added; during oral health programs, toothpaste and mouthwash products could be featured.
4. Interactive advertising: Develop scenarios that involve interaction between the brand and the viewer. For example, advertisements within entertainment programs, consumer advice shows, etc.
5. Pop-up advertising: Business information is displayed concurrently with ongoing programs without affecting the program's duration. Viewers can still watch their favorite show while seeing the advertisement. This format ensures an uninterrupted viewing experience for the audience.
6. Scrolling text ads, panel ads: In some television programs, you'll see scrolling text at the bottom of the screen; this is advertising information from various businesses. This type of scrolling text or panel is commonly used by small and medium-sized enterprises.

Depending on the brand's communication campaign goals, choose the appropriate type of advertising. Additionally, you should seek out a reputable production company to create high-quality advertising products with engaging and impressive visuals, sound, and content.

Television channels are a popular choice for many businesses.

Advertising on television channels helps brands gain widespread and high-level credibility. Some popular channels include:

VTV – Vietnam Television:

• VTV1: VTV1 broadcasts current affairs programs and socio-political news. Advertisements broadcast on VTV1 are carefully selected and censored.
• VTV3: This is a general news and entertainment channel, broadcasting a variety of entertainment programs, movies, and sports news.
• VTV6: This channel caters to young people with a wide variety of entertainment programs, sports, and movies.

HTV – Ho Chi Minh City Television Station:

• HTV7: The channel broadcasts many engaging entertainment programs, attracting a large viewership, and is therefore chosen by many businesses as a channel for advertising.
• HTV9: A general information channel, broadcasting current affairs and news and cultural programs.
• HTV2: A familiar entertainment channel for many families, this is the channel that broadcasts the most advertisements because it has a large viewership, especially among young people.

THVL – Vinh Long Television: This is a local television channel with a very large daily viewership. The channel broadcasts many programs on diverse topics, from news to game shows, movies, and music and dance performances.

Cable and digital television channels

• VTVcab: The broadcast content is diverse and chosen by many businesses, especially VTVcab1 and VTVcab 16.
• SCTV: Cable television channels are a popular choice for many businesses to broadcast advertisements. These channels specialize in entertainment, movies, and sports, and therefore have a large viewership, allowing businesses to reach a wider audience.
• VTC: The selected channels include VTC1, VTC3, and VTC9.

Choosing a broadcast channel with high viewership is a top priority for businesses. The more reputable the channel, the more trust the brand gains from viewers. However, businesses need to develop a specific and clear communication campaign, and then use that as a basis to select the advertising broadcast channel to achieve good results while optimizing costs.

Things to consider when choosing television advertising.

Television advertising is an effective communication tool that brings customers to businesses and strengthens brand position in the market. However, when choosing this type of advertising, several issues should be considered:

• Identify your target customers: Producing advertising videos that target the right audience the business wants to reach.
• Choose your broadcasting medium: Based on the goals and target audience, choose the appropriate advertising broadcasting medium, such as television channels or other online information platforms and social media. Utilizing multiple channels will give brands the opportunity to achieve wider reach.
• Choose your "prime time" slot: Choose a broadcast time slot with the highest and most consistent viewership.
• Creative yet easy to understand: Creating easily understandable and clear content, ensuring compliance with regulations and laws, and being culturally appropriate are crucial. Furthermore, advertisements need to be distinctive and creative to make an impression on viewers and increase competitiveness in the market.
• Balancing production costs: Businesses need to create a specific plan to allocate their budget in the most efficient way.
• Track ad performance: Regularly monitor, measure, and track key performance indicators periodically, and adjust the campaign as needed.

The above is basic information about television advertising, a communication tool chosen by many businesses. For advertising to be highly effective, businesses need to find reputable and high-quality production companies. Discuss your needs, goals, and concerns with them in detail so they can effectively support your brand development.