Analyzing Television's Role as an Advertising Tool Today

This essay explores the ongoing debate about the effectiveness of television advertising in comparison to the rise of social media marketing. While social media platforms have gained prominence as advertising mediums, particularly among younger audiences seeking concise information, television retains significant value due to its content quality and broad reach. The formal and polished nature of television advertisements, coupled with a substantial viewership that extends beyond the youth demographic, continues to make it a preferred choice for many companies. Despite the increasing use of smartphones and internet, television advertising remains a powerful tool, with advertisers continuing to invest in strategies that leverage its unique strengths.

Running head: TELEVISION AS ADVERTISEMENT TOOL
Is TV advertising still the most powerful advertising medium or has it faded in importance?
Over the years, promotion and marketing strategies have been changed in line with the
increasing change of communication mediums. Nowadays, the evolution of social media sites
became the new advertising medium (Chithra & Kothai, 2014). The revolution of Twitter,
Facebook and other social networking sites not only encouraged youth participation but also
brought the attention to what is called social media marketing.
With the rising of New Media, which is more familiar as online media or internet media,
television media is losing its charm. In the 21st century, people lead a very fast-paced life, where
hardly they make out some time to watch televisions. The use of the social media platforms are
being widely used by most of the businesses in order to reach out to maximum customer base
who get themselves updated with latest news using the social media platforms (Hadfield,
Yazdani & Vinson, 2014). To be very specific, people do not get enough time, so all they want is
short and compacted information. Even if they get time, instead of watching television, they
prefer reading materials on their smart phones or laptops. It is observed that people found
reading on smart phones or laptop more comfortable rather than watching television. Thus it can
be said internet media or new media has the prospect and on the whole it benefits its audience.
There as a marketing strategy and advertisement tool, the social media is dominating the sphere
of advertisement.
Even though the rise of social media sites as the medium of advertisement is increasing
and assumed to have been fading out the existence of television as one of the effective tool of
advertisement, still the usefulness as well as the effectiveness of social media cannot be
completely overlooked or denied (Lerman, Young & Sanchez, 2012). It will be right to assert

1Television as advertisement tool
that social media still ruling the world of advertisement as a large portion of audience still prefer
watching television and get the pleasure of watching advertisement contents over television.
There are several other reasons for which the television is still preferred as the most effective
way of advertising. One of the major advantages of television advertisement is the quality of
content. The content published over the television for the purpose of advertisement is polished
and formal where as the content published on social media sites follows informal language and
its quality is less polished. The other aspect for which the traditional media is still being
preferred and largely accepted for the purpose of advertisement is the viewers or the audience
(Boyland & Halford, 2013). Till today, the viewers of television are more in numbers than the
user of social media. Even the smartphones and internet usage is rapidly increasing, still social
media use is considered to be limited within the youth. Therefore, most of the companies
consider television as the most effective tool of advertisement.
To conclude it will be apt to state that television has not yet lost its charm. Instead on the
rise of social media platforms, more efforts are given to the advertisement strategies over
television. Thus the acceptance of television is still increasing day by day as the most effective
tool of advertisement.

2Television as advertisement tool
References
Boyland, E. J., & Halford, J. C. (2013). Television advertising and branding. Effects on eating
behaviour and food preferences in children. Appetite, 62, 236-241.
Chithra, T. V., & Kothai, S. (2014). Consumers Attitude on Television
Advertisement. International Journal of Commerce, Business and Management, 3(6),
819-823.
Hadfield, K., Yazdani, A., & Vinson, M. (2014). U.S. Patent No. 8,887,188. Washington, DC:
U.S. Patent and Trademark Office.
Lerman, D. R., Young, T. W., & Sanchez, M. A. (2012). U.S. Patent No. 8,190,474. Washington,
DC: U.S. Patent and Trademark Office.