Advantages of Television

TV has numerous advantages over other media, including creativity and impact, coverage and cost effectiveness, captivity and attention, and selectivity and flexibility.

Creativity and Impact Perhaps the greatest advantage of TV is the opportunity it provides for presenting the advertising message. The interaction of sight and sound offers tremendous creative flexibility and makes possible dramatic, lifelike representations of products and services. TV commercials can be used to convey a mood or image for a brand as well as to develop emotional or entertaining appeals that help make a dull product appear interesting.

Television is also an excellent medium for demonstrating a product or service. For example, print ads are effective for showing a car and communicating information regarding its features, but only a TV commercial can put you in the driver's seat and give you the sense of actually driving, as shown by the Porsche commercial in Exhibit 11-1.

Exhibit 11-1 This TV commercial helps viewers feel the sensation of driving a sports car

Exhibit 11-1 This TV commercial helps viewers feel the sensation of driving a sports car

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