TV Ads vs Google Ads and their Marketing Strategies - Research Proposal Example

Comparison of TV ads and Google ads and their Marketing Strategies Keyword: Television, Advertisements, Google Ads, Marketing Strategies, Target Customers Scope of the Study: The empirical results of this research study can be used by different marketing managers for the decision making of their advertisement media. The research study will focus on the characteristics and the effectiveness of Television advertisements and that of Google or generally we can say internet or online advertising. Aims and Objectives: This research paper aims to find out the difference in the marketing strategies of the companies who prefer TV or Google as the advertising Medium. This difference may be because of the nature of the product. Similarly the reason for choosing TV or Internet as advertising media may depend on the targeted customers and their demographics. The nature of the product is very important because there are some products and services which can only be advertised on TV because of their common use. Though the use of internet is increasing very much but still we can say that there are many old age people or many other ones who are not interested in the internet based technological world. For those customers the companies may have to revise their marketing strategies. For this kind of targeted part of market the companies may have to focus on the television as the advertising media for the promotion of their products and services. With the help of this research study we will try to provide a deep insight about the development of internet advertising as a tool. Despite the above mentioned part of market that is not interested in the online activities and thus not affected by the Google ads, the other maximum part of the target market is really affected by the internet advertisements. The use of internet is widely increased in the past few years. The research study shows that in the past decades the television advertising is the main source of product promotion for the companies (Lowrey, McCarty & Shrum 2004). But now the preference has been changes and the people are now more focused on the internet ads. The reason behind the change in the behavior is that now the internet is involved in maximum of the activities of the people. They are spending most of the leisure time on internet or on social media. Focusing on the interests of the people companies take advantage of this technology and start using internet as the tool of advertising. And this strategy is very much famous now for most of the companies or businesses. This research paper will provide an overview of the online and TV advertisements and also the evaluation of both of them so that anyone can easily assess the level of competition among both of the advertisers. Here it is to be noted that it is not necessary that only online and offline ads are competing with each other. In some cases the online ads are competing with another online ad also. The researchers have an opinion about television advertisements that they can create an emotional effect on the customers. Up to some extent this is a true statement. With the help of TV commercials the company can create any effect on the customer. Online ads cannot create that effect because of their nature. TV ads are more real and near to life as compare to Google ads. TV ads usually connect the customers with the because of their emotional side. Now the businesses that are using both of the strategies can enjoy the advantage of both of them. They can emotionally touch customer’s heart and then compel him to visit the company website in order to check the details of the product and the brand also. For this reason it is usually said that TV ads reinforce customers whereas Google ads engage customers. In order to check the effectiveness of the advertising tool or media the analysis can be done on the basis of customer perception about specific brand name and then their preference while going to shop the product. Human perception plays a very important role when they go for shopping. If anything is negatively portrayed to them then they will never go for choosing that product similarly if a product is advertised in a very positive note and thus leaving behind a very good image or perception in the mind of the customer. In the second case the customer may even purchase the product item just to check it because of the positive image in his mind. Therefore the perception of the product should be so strong that it may affect the customer purchasing decision and this can be done with the help of advertisements and product promotions. Introduction: Many of the business are investing a large portion of their economical resources in the internet advertising (Draganska 2011). This is made possible only because of the rapid growth witnessed in the online advertisements. But contrary to this point of view there are many people who still consider Television as the main and the direct tool of advertising to target the market. They are of the opinion that TV is only effective medium which is widely used among common people of the society because everyone is not interacting with the social media or other online activities. Therefore they only prefer TV as the advertising tool. Television advertisements can play a major role in the brand name building. But contrary to this some other authors argue that internet can be more effective because now people even want to watch their favorite TV programs on the internet through live streaming. Therefore Internet can be used to build the brand name in the minds of those customers. The topic of comparison between Internet and TV ads is not a new one. Several researchers have done with it and already presented their outcomes for the general public. But it is important to be mentioned here that the results are not yet supporting one side. Some authors are of the opinion that TV is effective medium whereas other gives their vote in the support of internet, by saying that internet advertising effectiveness is increasing day by day (Dreze 2003). Background: A common observer can only be approached through Television and the companies are well known about the fact (TV Basics 2012). This was a very common thinking but as the internet widely spread in the common people or we can say general public, this statement has slightly changed. Now in this world of internet where almost every routine day task is completed with the help of internet and technology, we can say that a common observer may be caught at the internet and thus can be impressed with the help of a Google advertisement. Another important issue is the flow of information. According to many authors and even many common people are of the opinion that flow of information is very much necessary in order to spread a good word of mouth for the product. This good word of mouth is a helping hand in the promotion of the brand. Many researchers said that Internet has become a fastest mode for regulation of information (RubinFeld & Ratliff 2009). Usually people even share an inspiring advertisement in their social networks. This would be an additional benefit for the company. Flow of information is also done on televisions but as compare to internet it is a slow process but internet has speed up this process of information flow. For creating a good image in the market this information regulation or we can say the flow is very much important. To facilitate this flow of information we can say the internet is the best possible option. The rise in the quantity of users of internet technology portrays a bright future of internet as an advertising tool (Ha 2008). An author is of the opinion that internet advertising is not at all an easy task for the companies to adopt as the marketing strategy (McMillan 2004). Because using internet technology means to revise the marketing strategies. And the making of new strategies is not at all an easy task for the companies. The company would require adequate resources to facilitate this internet advertising. Another issue is of expertise and the required skills. Here expertise means the IT specialists or the persons who actually knows that which kind of internet ad will be more profitable for the company. There can be a variety of internet ads as well. For example it may be a pop up block on one corner of the webpage, it may be a video link, it may a banner containing some animated cartoons and sometimes it may be a simple highlighted statement on the top of the web page. Now which way of advertising is best and the most fit, can only be predicted by an IT expert. Though the TV advertisements are popular and more affective but the literature shows that now internet is taking its place at a very fast speed. The growth ratio in the internet advertising is remarkable (Flores 2000). Most of businesses are now moving towards internet advertisements. Here it does not mean at all that they are just focusing on the internet ads rather they are using both media i.e. TV and Google ads also. But the experts are predicting that a time will come when internet will gain success over television as an advertising and product promotional medium. The research study shows that most of the brand awareness comes from the TV advertisements at the starting time but then it spread over internet too. The internet presence of the same product item helps customers to find out more and deep information about the same product and thus creating a brand image in the minds of the people too. Sometimes the option of reviews may also help new customers to check the usefulness of the product in a more analytical way. Therefore we can say that the companies who are using a mix of marketing strategy of internet an television, are more profitable because of exposure to both types of customers at th same time. Both TV and online promotional campaigns are actually influencing the purchasing decisions of the customers up to some extent. The only difference is that online ads are offering more detailed information and even the user reviews are also available in some cases but in case of television commercials the only possible way is to inspire and influence people through the content and the way of presenting the brand so that it may create a good brand image in the general public. The most important and the prominent advantage of the online advertisements is that of the social interaction. Usually people communicate on the social websites in a frequent manner. Whenever they visit the social website they may come to know with a product advertisement. The curiosity may arise in them to find out more about it and thus they may visit the company website and thus the company may get success in catching the attention of the customers. Online advertisements are effective and efficient for the businesses to be used as advertising tool but as compare to TV ads they are costly too. Initially companies have to establish a technological setup in order to facilitate the online advertisements. Making online presence needs a more efficient setup because the competition is at its peak. Mostly companies are going for online promotional campaigns. It is important to mention that sometimes these internet messages may cause irritation to the website visitor. Usually people may not open a pop note because of the security issues. Mostly cyber crimes are also done with these pop-up windows. Usually it also happens that people may not want to open any unwanted or unknown message because of the fear of hacking or the blocking of the system. In such cases the online advertisements are lacking behind the TV ads. TV ads are always a reliable and safe source whereas internet ads are not trusted by some people who are feared of cyber crimes. While making marketing strategy of a company, all the marketing managers are focusing on some elements. Cost is one of the most important elements in that particular list. Both TV and Google ads have varied cost if we compare them as advertising tool to be adopted. Usually it is considered that TV is the most expensive one. Contrary to this internet advertising is very much cheap to be adopted. If we compare the life of both media then for sure the TV ads are of short life span as compare to internet ads. In this way, we can say that up to some extent internet advertising is a little bit preferred over TV advertising. Another important issue is that advertising companies may trace the personal details about the customer’s other internet activities with the help of cookies. Companies get benefit of it but on the other hand customers may get it as a negative trait because of no privacy of the details. On the other side, the advertisements airing on TV may get more access to the customers because many of the individuals have not access to the internet. All of these points can help a manager to decide the advertising media for their brand. Method: In this research topic, we are to inquire the effectiveness of Television advertisements or Google advertisements. Both of them are now widely used by different companies. Now we want to check that how people respond to them, either TV ads or internet Ads. This response can be in the form of brand loyalty or brand preference when these people purchase the product. A common practice is that TV ads are evaluated because of customer frequent purchases of that specific brand whereas the online Ads are assessed because of per click charges and the sales of the product. This is the very basic difference between the evaluation of both internet and TV ads. In addition, because of this very basic difference it is usually difficult to compare the results of both types of advertisements because the criterion is not same. However, in our case we have changed the method a little bit than usual. We have used the same questions for both advertising media. In order to check the common people response towards the type and the medium of the advertising of any brand we conducted a research with the help of questionnaires. The questionnaire is a research tool in order to aid the research process. It contains all the possible and related questions which can help to analyze the behavior of the customers. All the questions included in the survey were open ended. The individuals were asked to freely give their opinion. In order to check that either TV or Google ads are more effective, we have done a survey analysis among different individuals. A set of questions were presented to them and they have to answer these queries as per their opinion. Here it is to be noted that people were asked about their perception regarding a brand which is advertised through internet and another brand which is advertised through television. Human Beings develop their perception on the basis that how frequently they are watching the advertisements and then responding to it. The data collection method involved a large number of individuals of different ages. All of them were asked to give answers correctly as per their opinion and the brand perception. They were asked about their responses towards different kinds of advertisements on television and internet. The advertisements on TV are just simple opinion based i.e. delivering the content of the message using simple techniques whereas on the internet they can be different like a pop up note, a video, a banner ad or a highlighted statement on the website. Among internet ads, there is also a variety that a banner ad may contain an animated representation and sometimes it is only highlighted in order to catch the attention of the visitor. Different queries regarding their purchase decision were also included. Methodology: We have applied a simple quantitative analysis on the results of the questionnaires. The critical analysis of the results shows us that mostly people come to know about any new brand or product item from TV commercials and advertisements. After that they want to search more about it and for this purpose they visit the online websites or any other available information regarding that particular product. The television advertisements may create a level of awareness among them and also an urge to find out more and more about the product but the internet or we can say the Google ads may create a sense of engagement and attachment in the customers because of the detailed information availability. A case study of food company Kellogg’s has evaluated all the possible advertising channels for the promotion of their products. But at the end the marketing managers are of the opinion that TV advertisement is the best solution for all the problems of the Kellogg’s company. They say that their product portfolio includes different variety of products which might belong to different age groups and even social groups too. The selection of content and the time of broadcasting the advertisement are mostly suitable for the television. Though the consumers belong to almost all the groups but still there is a need to target them and then promoting the product (Business Case Studies 2013). On the other hand another case study of company WCAI i.e. Wharton Customer Analytics Initiates is of the opinion that the less reptilian of the advertisements make it more effective. People may not remember the one thing which comes on media many times a day. The concept of less airing of Ads is just because people may remember that once it has been aired in the past. Research Outcomes: When we collected the questionnaire from our research participants then the good thing which was noticed is that all of them have freely participated in the research and answered every question. After data collection now there comes the data analysis or data evaluation phase. In this we have to quantify all the responses of the participants of the research. The results were same as I expected before conducted the research. The youth or the youngsters are mostly involved in the online purchases and their buying decisions are also affected by these online advertisements. Even they watch TV programs also but usually they prefer to shop online just because of time saving. They are of the opinion that internet actually save time and costs because they can shop while doing any other activity on internet at the same time. They usually watch TV just for the sake of their entertainment shows and nothing else. Contrary to them most of the old age people were included in the affecters of the TV commercials. They are of the opinion that they do not have enough time to surf on the internet and then shop anything. Television advertisement is enough to make their mind for anything. Internet is not at all a time pass for them. In their free time they want to watch a TV program and because of their attachment with the TV programs they are more concerned with any new airing commercial or advertisement about any product or brand. In short words we can say that the internet can be a good and influencing medium to advertise the product but we cannot whole and sole rely on it. We have to use a mixture of marketing strategies if our product is not age specific. Whereas if we want to target old age people then the best possible and suitable medium will be TV and in case of youngsters as the target market we can rely on the internet as the promotional tool. The best possible solution for the marketing managers is to use a consistent and inspiring message which actually reinforces the customer to purchase the same brand and the same item again and again. This will create a brand loyalty in the customers. While using both television and the internet as an advertising medium, the marketing manager should focus on the strengths of both of them. TV commercials are strong enough to create a sense of excitement in the customers whereas internet is famous for creating a sense of engagement in the customers because of detail availability of the product item. Using the best possible advertising media is the characteristics of an expert marketing manager. And in this case we must say that using a mixture of both of them will be suitable for the businesses. Reference List: ‘TV Basics’ 2010, Television Bureau of Advertising, updated on June 2012. ‘Re-branding a Corporate Image; A Kellogg’s Case Study’ 2013, Business Case Studies. Draganska, M 2011, ‘Internet vs. TV Advertising: A Brand Building Comparison’, Drexel University, Pg 1-35. Dreze, X 2003, ‘Internet Advertising: Is Anybody watching?’ Journal of Interactive Marketing, Volume 17, Number 4. Wiley Periodicals Inc. Flores, L 2000, ‘Internet Advertising Effectiveness, What did we learn and where are we going?’ World Wide Advertising Conference, Rio de Janeiro. Pg 1-18. Ha, L 2008, ‘Online Advertising Research in Advertising Journals: A Review’, Journal of Current Issues and Research in Advertising, Volume 30, Number 1. Lowrey, T, McCarty, J & Shrum, L 2004, ‘The Future of Television Advertising’, Chapter no. 6, pg 114-132. McMillan, S, J 2004, ‘Internet Advertising: One Face or Many?’ Manuscript for Internet Advertising: Theory and Research, pg 1-30. RubinFeld, D & Ratliff, J 2009, ‘Online advertising: Defining Relevant Market’, JEL Code 786, pg 1-24. Read More