The Place of Television in Advertising Effectiveness - Essay Example

Information has become the keystone of 21st-century advertising, both for the consumer and the advertiser. Interactive television (iTV) integrates traditional analog TV advertising with digital and broadband technology to provide an exciting new and flexible advertising and information medium. The key to effective television advertising, iTV or analog, is in creating a positive cognitive experience for the viewer. As such, advertisers and marketers need to rethink traditional advertising assumptions about the communicative process.

With iTV, there is enhanced quality of visual images, access to richer information and an overall more engaging experience for the consumer. These combine to produce a two-way communication process between the consumer and advertiser, rather than the previous uni-directional model of analog TV. The present research aimed to identify the place of television advertising effectiveness within the contemporary media mix. This study utilized secondary data from a number of contemporary sources. These sources were both qualitative and quantitative in nature, providing for both parametric and non-parametric analyses.

The choice of these studies has resulted in a comprehensive evaluation of the state of television advertising at the current time. The first study used a telephone survey in North America to compare the advertising media of television, radio, newspapers, magazines, and the Internet. It was concluded that television remains a dominant medium in the media mix in regard to perceptions of authority, influence, excitement, and persuasiveness, as well as being a viable source of product information.