TV Advertising Strategy for Teenage Makeup - Research Paper Example

TV Advertising Strategy for Teenage Makeup Television has emerged as one of the strongest communication media through which products and services canbe pervasively promoted to a wide consumer base. It has been reported that television-watching is “the most popular leisure-time pursuit in many countries, with an estimated 35 hours a week per household in the USA and around 19 hours a week for the average adult in Britain” (Middleton, Fyall, Morgan & Ranchhod, 2009, “The Dynamic Business Environment: Factors Influencing Demand for Tourism”).

Owing to the fact that television advertising is largely based on television programming, its efficacy depends on the status commanded by television programs. Therefore, it would be most logical to tie the makeup advertisement with the television programs that are highly popular among the target audience – teenagers.Contrary to the common belief that conventional advertising doesn’t resonate attract teenagers, it has been observed that “once an ad breaks through the clutter, teens are much more likely to ‘like’ an advertisement than their older counterparts” (Nielsen, 2009, “Messaging to Teens”).

It has been reported that the most popular networks among American teenagers include “MTV, Disney®, Cartoon Network®, Fox, ABC Family, Nickelodeon/Nick at Night®, Comedy Central®, and MTV2” (Malinowski, 2010, “Television”); however, it is worth mentioning on a more particular note that younger female teenagers have more liking for Disney®, and their older counterparts favor MTV. Hence, these channels should be chosen for the purpose of advertising teenage makeup, due to their obvious popularity among female teenagers in America.

It has been observed that the television shows which enjoy maximum popularity among the American teenagers comprise “Full House, Family Guy, and Hannah Montana. One Tree Hill, Gilmore Girls, and Greys Anatomy” – more importantly, these are also the programs that are liked the most by older female teenagers. Apart from these, it has been found that non-white teenagers prefer “Degrassi, Charmed, and Friends” (Malinowski, 2010, “Television”). It has been reported that advertisements pertaining to hair products and cosmetics are among those that “did the best job of breaking through the clutter to teen viewers” (Nielsen, 2009, “Advertising”).

Therefore, the most logical strategy will be to tie the advertisements with these programs in order to enhance the impact on the teenagers.Owing to the fact that the world is transforming into a global village where virtually everyone is connected through the Internet, syndicated television should be taken into serious consideration. It goes without saying that most of the popular brands as well as television shows are available globally. Hence, it is safe to suggest that teenage makeup advertisements should be broadcasted through syndicated television shows.

The greatest benefit that may be reaped through this strategy is that it would be able to target the widest possible consumer base due to wider coverage of the syndicated programs.For the purpose of ensuring maximum viewership, the advertisements should be strategically broadcasted. It has been asserted that “purchase of commercial spot time is the most used form of TV-commercials” (Bregendahl, Madsen & Haase, 2007, “Planning of Communication Efforts”). This will augment the pervasive nature of television advertisements, as the viewers cannot possibly afford to overlook them as they are tied to their favorite programs.

ReferencesBregendahl, H. J., Madsen, M. & Haase, M. Market Communication. SYSTIME. 2007. Malinowski, C. J. Popular Media and Marketing to Todays Teen. 2010. American Camping Association, Inc. October 29, 2010 .Middleton, C. T. V., Fyall, A., Morgan, M. & Ranchhod, A. Marketing in Travel and Tourism. 4th ed. Butterworth-Heinemann. 2009.Nielsen. How Teens Use Media: A Nielsen Report On The Myths And Realities Of Teen Media Trends. June 2009. The Nielsen Company. October 29, 2010 .