397 (1)

Television is considered one of the most effective forms of entertainment and

advertising. There have been many developments and changes in television that have
evolved the marketing method. Some of the significant developments are as follows:

 The invention of cable and broadcast satellite services has increased the number of television
channels. Now people can watch the content of their own choice as cable and satellite
services provide many channels for sports, movies, news, etc.
 The development of flat panel high definition television has enhanced the user experience by
giving high-resolution picture quality with premium sound quality.
These factors allow marketers to analyze and create commercials for their products.
Specific commercials are aired on particular channels. For example, products related
to sports are advertised on the channels that are related to sports.

397(2)
Television is considered one of the most effective forms of entertainment and
advertising. There have been many developments and changes in television that have
evolved the marketing method. Some of the advantages of television, when used by
marketers for advertising, are as follows:

Creativity and impact: The most significant advantage of television for marketers is

its ability to deliver the brand's message as television provides visuals and sound that
can demonstrate the services, features, and benefits.

Coverage and cost-effectiveness: Television advertising is very beneficial because

of its global reach. Television advertises the product to a large audience and mass
market at a very effective cost.

Captivity and attention: With time, marketers create more innovative and attractive
advertisements with catchy slogans and themes. This technique helps them to attract
viewers to buy their products and services.

Selectivity and Flexibility: With cable and satellite broadcasting development,

marketers can target viewers with specific interests. For example, products related to
kids are advertised on kid's channels, and products related to sports are broadcast on
sports channels. 

Now we will discuss the disadvantages of using television as a medium for

advertising :

Cost: Creating a quality commercial and airing it on television is a costly procedure.

Lack of selectivity: Companies find it difficult to advertise their products due to

increased viewers of different cultures, languages, and geography. This diversity and
lack of selectivity results in the television advertisement being less cost-effective as
small companies with limited reach have no use in advertising their product and brand
globally.
Fleeting message: As the advertisement costs are rising, the airing time of
commercials is reduced. Commercials are getting short and precise because of which
viewers cannot understand and examine the product.

Limited viewer attention: It has been observed that due to the development of
DVRs, cable, and satellite broadcasting, there is no guaranteed exposure of
advertisement. Due to DVRs, cable, and satellite services, people can skip the
advertisement either by forwarding them if they are recorded on DVRs or by
changing the channels if they are using cable or satellite service.

Instead of these disadvantages, television remains an important medium of

advertising. Advertisement through television provides a large number of viewers and
attracts many companies to use this marketing method.

397(3)
Television is considered one of the most effective forms of entertainment and advertising.
Advertisement through television provides many viewers and attracts many companies to use this
marketing method.
Sports programming has become very popular on television as it is broadcasted live. Live broadcasting
results in more viewers of an advertisement as they can't fast forward it like they do in recorded
programs over DVRs.

Television networks are happily paying a large sum of money for buying the rights to televise
professional and college-level sports because of the following reasons:

Television networks earn huge revenues by allocating air time for advertisements.

Advertisements can reach many valuable viewers from sporting events like basketball, baseball, and
football, especially young men and sports fans.

Advertisement's reach during the broadcasting of live sporting events is greater than that of the
recorded show over DVRs.

These are the reasons why television networks pay a large sum of money to buy the televising rights
of sporting events.

Professional and college-level sports will continue to be popular among television viewers and
advertisers as they are broadcasted live. One of the most significant reasons people shift to online
streaming platforms is the repetitive advertisements. In live events like sports, both television and
online platforms show similar content with a similar amount of advertisements. It might be possible
that the popularity will reduce with time as more and more people will shift to online platforms.
However, still, many people rely on cable and satellite broadcasting systems for live events.

397(4)

People are shifting to online platforms and the internet for entertainment. Major
broadcast and cable networks are considering reducing the number of commercials
because of the following reasons:
  People are canceling their subscription to cable and satellite broadcasting systems and
shifting towards an online platform like amazon and Netflix because they offer commercial-
free entertainment and television experience.
 Reduction in the number of viewers during prime time is also an important reason for
reducing commercial by cable networks. 
 The use of an online platform like Netflix and Amazon has decreased the rating of programs
on the cable network, reducing the revenue from the advertisements. 

Major cable and broadcast networks use specific plans to reduce commercials. Major
cable networks choose a method in which only two commercials of a total of 60
seconds would be aired during prime time. This is called a prime pod. They used
artificial intelligence to broadcast the advertisement based on the show running. For
example, advertisements related to sports will be aired during a sporting event. 

The pros and cons of reducing the number of commercial are as follow:

Pros: 
 By reducing the number of commercials, the rating of television shows can be increased.
 It will increase the number of viewers and provide a better experience to users.
 As major cable networks use prime pod plans to reduce the number of commercials, it will
lead to viewers being more attentive during the advertisement.
Cons: 
 A reduction in the number of advertisements will lead to the prime pod plan in which only
two commercials of a total of 60 seconds will be aired during prime time. This will result in an
increase in the cost of advertisement during prime time.

397 (5)

Methods used by the advertiser for buying advertising time are as follows:

Sponsorship:  Sponsorship is a method in which the advertisers produce the program

and commercial that appears in it. Due to this method, companies control shows and
their commercials. They contain the number, content, and timing of their
commercials. This method also improves the image of the company. Companies with
huge capitals use this method to launch new products.

Participation: The participation method is used by those advertisers who don't have

enough money for the sponsorship method. In this method, network advertisers pay
for a commercial during one or more programs. Due to this method, advertisers
remain flexible in market coverage and budgeting. In this method number of
commercials are decided as per the budget.
Spot announcements: Spot announcement is a method in which television time is
bought from the local stations and is aired between adjacent programs. This method is
used by local advertisers and companies that have limited distribution.

For national advertisers, sponsorship and spot announcement methods are beneficial.
In contrast, the spot announcement and participation method is beneficial for local
advertisers because of their low budget and limited distribution of products and
services.

431(1)
The magazine industry is facing a lot of challenges. Some of them are as follows:

 People are shifting towards the online platform for news, entertainment, information,
reading newspaper and magazines.
 As advertisers shift towards digital platforms and broadcasting media, revenue generation
has been reduced for magazines.

To survive the changes occurring in the media industry, publishers should go for print
and digital strategy. They should publish their content online as well as in print
format. This strategy will increase the revenue. Magazines that appeal to consumers'
interests, business trends, market trends, and lifestyles attract and generate more
revenue.
  
431(2)

magazines are considered as one of the most important forms of print advertising as
they present detailed information with the readers can read at their speed and timing
and like the broadcasting media

Advantages of magazines

Some of the advantages of magazines are as follows:

Selectivity: one of the most significant advantages of using Magazine as an

advertising medium is reaching specific and selective audiences. For example, the
rolling stone is a magazine for people loving music, and post stock is a magazine for
sports information and sports fan.

 Reproduction quality: Magazine is a visual medium of information and knowledge.

Illustrations and images play a vital role in the advertisement, and the quality of paper
and printing is a positive attribute for the Magazine to be used as advertising.

Creative flexibility: in a magazine publisher has the liberty to put a commercial or

advertisement of any size and type and place them on any page as per their comfort.

Bleed pages: When the commercial or advertisement are displayed on a complete

page, the page is called the bleed page. It makes advertising more dramatic and
impacting. Publishers and advertisers have to pay more money for bleed pages and
generate more revenue.
Permanence: Unlike broadcasting media like TV and radio, magazines provide
information for longer.

Now we will discuss the disadvantage of using Magazine as a medium of

Cost: cost of advertising varies for magazines as magazines with greater audience
reach charge a lot of money for advertisement.
Limited reach and frequency: The reach of magazines is much less than other
media forms like TV, radio, and newspaper.

Long lead time: one of the most significant disadvantages of Magazine is the long
lead time. It means that the advertisement or commercial has to be prepared in
advance, and no changes can be made once the time deadline for making changes has
been passed.

Clutter: As the magazines become successful, they attract more advertisement pages,
increasing chaos. The increase in advertisement makes it difficult for readers to pay
attention to the content and advertisements.

431(3)

B positive magazine is one the most popular health and lifestyle magazines. This magazine is
beneficial in providing content and information regarding health, diseases, beauty, diet, and nutrition.

This magazine is read by men and women who are health conscious and want to stay fit and healthy.
These people can take the knowledge and information regarding their diet plans, mental health,
exercises, yoga, and health-related products.

Companies that sell products related to health and fitness can advertise in this magazine—for
example, pharmaceutical companies, local gyms, health supplements brands, etc.

431(4)
While purchasing the advertising space in a magazine for running shoes like Nike and
Asics, one can lookout for the following factors:

 Magazines in which advertisement has to be featured should be either a lifestyle and health-
related magazine or a sports magazine. 
 The magazine's reach should be high among the youth and sports fans as this particular
section of society most uses running shoes.
 Advertisement of shoes should be done on a bleed page instead of a normal page and
choose a colorful magazine.
Along with magazines, we can also use newspapers for advertising as it has reach
than the magazines and unlike magazines, they don't have long lead life.