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Television reaches virtually every home in Canada. Television offers the greatest range of advertising qualities. It is set apart from competing media by its ability to offer sight, sound and motion to generate an emotional response. More specifically, television is chosen by advertisers because of the following:
Brand Image
The power of television advertising can be used creatively by advertisers to differentiate themselves from the competition and develop a unique persona that implies credibility, quality and service. By using the qualities of television (sight, sound and motion), advertisers can generate trust, emotion and excitement that cannot be created as well through any other medium. This can help to create a long lasting and memorable brand and corporate image.
Consumers' Perceptions
Canadians enjoy television. The average Canadian adult spends 28.5 hours per week watching television (BBM Canada). According to 2009 Angus Reid Strategies survey, television continues to be Canadians' most influential form of advertising. The study also confirms that traditional advertising - including television - is seen as the most engaging medium over other major media.
Cost
Some advertisers believe that TV commercial production costs prohibit their use of the medium. While commercials can be expensive, smaller advertisers with limited budgets can also undertake successful productions. A big idea, wit, focus and clarity of message can make the advertiser a winner in consumers' minds despite a very small production budget.
Demonstration Capabilities
The ability to show products in action can easily introduce new products to consumers.
Person to Person Communication
Ideal person-to-person communication is achieved through a combination of both the spoken word and unspoken elements such as body language and gestures. With both visual and sound capabilities, television comes closer than any other medium to offering the ideal person-to-person communication.
Retention
People learn through their senses. By stimulating more senses, the message is more likely to be noticed and learned. Television as a medium appeals to the sight and sound senses. The combined power of sight, sound, motion and emotion creates a synergistic effect that is more effective than when individual senses are stimulated.
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