Thursday, December 12, 2013

Web Companies Embrace TV Ads


Web Companies Embrace TV Ads

New Media Find the Reach of Television Commercials Hard to Resist

 
  
For decades television has been the most sought out method of capturing the hearts of consumers. However, as web-based companies developed and e-businesses catapulted, television advertising began to decrease. Although understandable and necessary for companies to engage in digital advertisement, consumers are overwhelmed with nuisance of ads popping up immediately on the screen.  Even the consumer that eats, drinks, and breathe internet everything, has made it a habit of clicking away ads instantly upon appearance.  This is done most of the time with paying no attention to anything about the ads.  I simply look for an “X” and follow-up with a heavy sigh of annoyance!  Though this is my experience most of the time, there have been times in which paying attention to an ad somewhere on the screen resulted in my brand loyalty.  For example, Wayfair, an online company, offering tasteful home products at reasonable prices, has begun television ads.  I initially gained awareness of Wayfair while searching for furniture on another website. The ad presented itself during this search and I’ve been a faithful customer since.  When I saw the ad on television, I thought it was a great way to reach a larger audience.  I believe it to be a good strategic move for web-based companies to conduct TV ads. There’s strength in numbers and sometimes going “back to basics” proves to be a reliable formula. 
 However, companies choosing to target international audiences must consider several factors to determine whether television is the right message channel.  Media limitations, Legal constraints, linguistic limitations vary among countries.  Some governments enforce limitations regarding what products can be advertised and allot slim time margins in which this may occur. Translation challenges may occur among the producer and consumer. This may be more difficult to convey via television, as some countries consist of multiple languages and obtain different cultural norms.  Encoding and decoding the message are vital.  When crossing international boundaries, a company needs to be certain that the message is being interpreted properly among viewers. 

 

Link to Full Article: http://online.wsj.com/news/articles/SB10001424052702304281004579220530494235994?KEYWORDS=web+companies+embrace+tv+ads

 
 

1 comment:

  1. Good article. I think an additional concern for companies abroad will be how the international consumers view advertisements. I know from experience that the french are not very interested in all the ads that is shown on US TV. It is interesting however that in france their ads are much more provocative than that of the US. This trend is catching on as seen on Vogue's magazine ads, Justin Timberlake's Tunnel Vision video and finally Robin Thicke bear breast video Blurred Lines.

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