One of the reason why television is commonly used is perhaps there is at least one television set in each house all around the world. Marketers use television by having advertisements of their products on air so that the customers are aware of their new product. The following report would be on the advantages and disadvantages of television.
- Advantages
One of the advantages of using television is that it allows marketers to reach its target market in a short period of time. It is always easier to get the message straight through television because the target markets are able to see the product. The target market can see what the product looks like, the sound, colour and others that may attract their attention and gives them the initiative to go to the store and buy it.
Also, they are able to see how the product is being used on live television. The viewers can see how the product is handled and what the product can do. It is a faster response than any other medium.
Not only that but the marketers can manipulate the advertisement aired to make the product look as if the customer has to buy it therefore it leaves a psychological effect on the customers. This is proved for example a Coca – cola advertisement showing the customers favourite artist drinking coca – cola makes the customers think that if they drink coca – cola it makes them feel closer to their favourite artist.
- Disadvantages
However, the disadvantage of television is that the message is only temporary. This means that the message that is being played on television is played for a short period of time in three months or so. After that the television station stops playing it for awhile and then re – introduces it again after awhile if it was necessary.
Another disadvantage is that the time it is being aired is only during short breaks therefore the time it is ‘on air’ is also short. This means that the amount of information that is being transmitted is also limited. But the most disadvantage fact of using direct marketing is the cost. It is expensive to produce an advertisement that is creative as well as short.
Therefore, the cost of using television is a set back for a tool to be used in direct marketing. There is always a risk of no feedback as the company invests a lot but the returns are not as profitable as they imagined. In the end it depends on their product whether it is sellable or not.
- Telemarketing
Telemarketing is another media that is being used in direct marketing. It is an effective system for introducing a company to a prospect and setting up appointments. This type of media is by telephoning the customer directly. The marketers get a response on the spot from the customer therefore it is a faster responding type of media. It is effective because the marketers are able to persuade the customers into buying the product or services that the company provide.
There are several forms of telemarketing out of which are outbound telemarketing, inbound telemarketing and voice messages are the most popular amongst them. Outbound marketing is by calling the customers directly by using the auto diallers and predictive diallers which allows the call centres to call a large number of customers. Whereas, inbound telemarketing is different from the outbound marketing as this occurs when the customer calls centre about promotions or offers made by the company. Lastly, is the voice message where the company leaves a message at the customer’s answering machine.
- Advantages
The advantage of using telemarketing is that it is an interaction between the customer and the marketer. So, that when a customer has questions or concerns about the product or service, the marketers are able to answer them on the spot.
It is also a cost effective type of method compare to direct sales. Therefore, the results are highly measurable. Telemarketing is a great tool to improve relationship with existing customers.
It also helps to maintain a good contact with them, as well as to introduce new products to them. This type of media is an effective and makes it easy to expand sales as the phone allows the marketer to call local, national and even global prospects.
- Disadvantages
Nowadays, technology has advanced in which there is a technology that can block unwanted calls especially telemarketers. A lot of people are using this technology which is bad news for the company. Those people who cannot afford or do not have this technology are becoming more adverse to telemarketing. And a lot of businesses are using telemarketing so the competition is very high.
It can also be expensive if the telemarketing is outsourced to an outside firm. Also the company may incur higher costs because they need to hire professionals to design an effective script and be unique amongst their competitors who are also using telemarketing.
- How to achieve marketing objective together
Based on Observations and the critical analysis of the two chosen media, it was found that there were many different ways whereby the television media is able to work together and cooperate with the telemarketing media.
The telemarketing and the television media have its various advantages and disadvantages. The television is a very cost-efficient method of marketing any product as it has an extremely wide reach to a very large population. This is also very effective as there are proven facts that the majority of the people around watch television more often and regularly than any other form of medium. Television has a strong impact on its viewers as it utilizes the effect of the interaction of sight, sounds and colour, topping it up with drama and emotion that very often portrays the consumer involvements itself.
The television media would be the first party whereby they would announce out certain eye-catching advertisements and announcements, most likely during prime time airtime. These advertisements may be as short as 1 minute or even 30 seconds, but however at times it is being aired repetitively at every commercial break. From this particular advertisement, the organization would be able to let its viewers know of further information and details by calling the organization.
A short and brief commercial on television at the news prime time would generally attract various levels of consumers, most notably the professionals and older generation. Through a quick commercial, the organization has a daunting task in attracting the attention of viewers in less than 15-20 seconds, and allowing the remaining timeframes for the diversion of attention to its other advertisements in another media telephone. As the advertisement reaches its end, the remaining few seconds of airtime would be dedicated to passing the message that there are full details and information easily available when the people call the organization.
In another form of cooperation, the television media would compliment the people who call the telephone media with the offerings of discount coupons and vouchers. Advertisements on television are able to inform viewers of the various different cut-outs and coupons that are available when they calling on their advertisement.
Here in Malaysia, the most popular television station is TV3 and most companies would choose to have their advertisement shown in TV3 than any other station because of its popularity. The ratings for TV3 is much higher compare to TV1, TV2, 8TV and NTV7.
- Conclusion
In conclusion, the chosen media’s which is television and telemarketing has brought an impact on direct marketing. It has helped improve the business so therefore it proves as a good use for direct marketing. Both of the chosen Medias have its advantages and despite its disadvantages statistics shows that they are very effective and can be easily used in direct marketing.
Among the advantages mention was the low in cost which makes marketers to choose these two Medias. Also, it is found that there is at least one television set and telephone in each household around the world which makes the customers and the marketers get closer through these Medias. It was known that television is a common tool used by any company because of the facts mentioned earlier. With new technology development from the black and white television set to today’s colour television, marketers tend to use television as their marketing tool.
Also, it has been proven that this is quite effective and with the use of telemarketing marketers are able to deal with the customers questions on the spot. Although to some customers telemarketing could be annoying to them because the marketers call them up offering their products and services. Using both television and telemarketing together as a marketing tool proves to be a good combination.
Reference:
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