Audio Visual Advertisement

The audio visual advertisement offers advertisers effectives opportunities to present specific commercial messages. Maximum effectiveness can be obtained from utilizing the particular strengths of the medium. Television provides timelines to an even greater extent than other medium. This can be of particular value in the case of very sudden changes condition. When decide to choose television as advertisement medium, advertisers must consider and compare about the benefits and weakness of television than the other medium. Besides advertisers must think about the purpose of their advertisements and coverage of the medium,

The Benefits of Audio Visual Advertisements

• The fastest growing medium of advertisements
Television as audio visual advertisement has growth rapidly. Television gives big influence to the audience. Since it is recognized for the first time as advertisement medium television technology develop fastly. Ownership of television sets is growing each year. Now almost all of people in this country have television and watch television everyday. Besides, the television programs more various.


• It appeals to both sights and sound
Television transmitted directly into the home, it combines the effectiveness of pretorial presentation with the sounds and pictures move. Television has broad coverage because most home have TV receiving sets, so the advertisers are interested in more specific information. Many of these sets are color and offer the retailer a vehicle in which both sight and sound that can be used to create a significant perceptual and cognitive effect on the consumer.

• Having Nation-wide Network
Television is the fastest growing medium. The network of television, which provides simultaneous coverage of nation-wide market. National spot television, which involves national advertiser’s selecting individual stations to reach individual markets and local televisions, the use of local stations by retailers. The Network which enables the advertisers to reach the national market through televisions, can change a sufficiently high rate to the advertisers to permit the hiring of the best of talent and the production of expensive program, which would be impossible for the individual station. Since the cost of such expensive program and talent is spread over the entire national market, the cost to the advertisers of reaching thousands viewers can still be reasonable when it uses to the network setup.

The Weakness of Audio Visual Advertisements

• More Expensive in Cost
The cost of television advertising is very high, eliminating this form as a medium for many smaller advertisers because the advertisers must take the responsibility in the case of sponsored programs, of supplying the program to attract the desire audience and also the competition is high for the viewer’s attention. Besides, the cost of using television includes not only time costs but also talent and program production costs, that is not charged by the other medium.

• The Limited Number of Stations Good program and Time
Further expansion of the television broadcast facilities largely depends on the number of new stations that will be added in UHF range, where most of the unassigned channels are available. Most of these early stations were located in densely populated metropolitan markets. There was needed needed an interesting TV program to attract the audience and make them keep watching the TV when the advertisement is presented. People cannot watch many TV programs at the same time, and the habit to use time.

• No Longer Presentation

The advertising message lasts only as long as it is being presented on the receiving screen. If the prospect is not viewing or listening in the exact moment the advertisement is presented. , the message is gone forever and wasted as far as that prospect is concerned. It is impossible to refer back to an advertisement offer it has been presented, however many advertisers are using this medium as one part of their advertising and sales promotion campaign. The viewer may be a break and leave the room or may be exposed to several ads. There was a high competition to get viewer’s attention.

The Coverage of Audio-Visual Advertisement

Television is highly flexible territorially, up to the limit of the number of markets served and combined market coverage on a simultaneous basis. It provides local market selectivity. A national advertisers can use spot TV for seasonal promotion , for saturation campaigns, for bolstering weak markets, for launching new products, for localizing appeals, for pretesting messages, and for complementing network advertising.

Measuring TV Audience

There are big numbers of television audience. Obviously, television viewing is influenced by time of day changes in the hour activities of various members of the family influence the number of viewer per home and the composition of the audience by age and sex. School, job, and household routines are reflected in the TV audience. By TV, advertisers can get the opportunities to reach selective audience through choice of programs and time broadcast.
The Outline

Objectives: Audio-Visual Advertisement
1.The benefit of Audio Visual Advertisement
- The fastest-growing medium of advertisement
- It appeal to both sights and sounds
- Having nation-wide network
2. The weakness of Audio Visual advertisements
- More expensive in cost
- The limited number of station, good program and time
- No longer presentation
3. The coverage of audio visual advertisement
4. Measuring TV audience
- Reference
• Retailing
-Patrick Dunne
-Robert Lusch
-Myron Gable
-Randall Gebhart
Published in 1992
South Western Publishing Co. Cincinnati-Ohio, USA
• Salesmanship Principles and Methods
- Carlton A. Pederson
- Milburn D. Wright
Fourth Edition, 1966
Richard D. Irwin Inc. Homewood-Illinois, USA
• Advertising Theory and Practice
- C.H Sandage
- Vernon Fryburger
Sixth Edition, 1963
Richard D. Irvin Inc. Homewood-Illinois, USA