Analysis on the Factors to Influence the Effectiveness of Television Advertiseme

Abstract. Television advertisement is not only an important management strategy adopted by the advertisers， but also is a tie and chain for the television industry to participate in all kind of social economic activities. At the present time， how to increase the effectiveness of the television advertisements has become a hot issue that receives a common concern from the advertisers， television stations and even the advertisement manufacturers. In this paper， the author carries out an analysis on the major factors of influencing the effectiveness of the television advertisements， and also puts forward some constructive suggestions for reference.

Key words： Television Advertisement， Media， Information， Creative Idea

In both the urban and rural areas， the television has changed into an integral part in the common people's daily life. For this reason， the television is an advertising media which features the most extensive coverage and the highest audience rating and also has the most contact with the public among all kinds of the advertising media. Therefore， the effectiveness of television is what that other advertising media is too far behind to catch up with. The television advertisements are not only the important management strategies of the advertisers， but also are a tie and chain the television industry to participate in all kind of social economic activities. At the present time， how to increase the effectiveness of the television advertisements has become a hot issue that receives a common concern from the advertisers， television stations and even the advertisement manufacturers. In this paper， the author carries out a simple discussion around this topic， and also analyzes the main factors of influencing the effectiveness of the television advertisements， and finally puts forward some constructive suggestions for reference.

1. Concepts and Knowledge Background of Advertisers

The advertisers are the parties that possess the most information in an all-round way among the television advertisement communication， and determine what information conveyed to the television audiences with the advertisement creation personnel together. In contrast to the advertisement creation personnel， the advertisers are often highly glad about the communication of the product information advantages， but keep completely silent about the communication of the product information disadvantages. This is because the advertisers have controlled the information in the aspects of the product qualities at their fingertips， and take up more advantages in the whole process as well as more comprehensive information. However， how can advertisers make use of these advantages in the communication of advertisement to achieve the maximum advertisement effect？ What problems are necessary for the advertisers to pay attention to in the formulation of the advertisement plans and strategies？ First of all， it is essential to ensure the information in the advertisements is reliable and true. The advertisers often not only have no mentions about the information of the product disadvantage， but also do not provide objective descriptions for the information of the product disadvantage along with a great number of exaggerated elements. For instance， the "most" and "first" words were frequently present on the television screens in the past time， but are profited by explicit order now. In South Korea， not only is the advertisement law sound， but also the rules and regulations have been formulated to attack the false advertisements. In accordance with the rules and regulations， therefore， all people who produce and communicate the false advertisements will be fined if the violation is light， but will be sentenced if serious； the commercial enterprises will be even forced to be closed. Therefore， all enterprises in South Korea regard the production of the false advertisements as a suicide behavior. Nowadays， all the well-known large enterprises and financial groups in South Korea attach a special importance to the authenticity of the information in advertisements. In addition， today， as each corner of the people’s life is saturated with the advertisements， all people are yearning for a natural life style， and the "people-oriented" concept is actively advocated all over the world， a top priority given to a "green" consciousness in the advertisement communication is an urgent task. Furthermore， the advertisers， as the first node in the advertisement communication， must take the three major aspects into a full consideration： （1） it is necessary to reduce the unfavorable influences on the environments when the enterprises select which products and technologies to be used； （2） not only do the safety of product are necessary to be considered， but also the easiness for the consumers to use these products shall be integrated； （3） the design of the products shall comply with the principles of human engineering as much as possible， and the also the design of the external package must be of humanity and reduce environmental pollutions or reach non-pollutions； and the post-sale service must be oriented at the tenet of the "customer is God"， trying to provide conveniences for the customers as many as possible.

2. Creation of Advertising Manufacturers

During the selection of the media， the advertisers frequently suffer from the influences of the proposals of the advertisement manufacturers besides the inner factors are necessary to be taken into account. The information amount occupied by the advertisement manufacturers is often second only to the advertisers. They were entrusted by the advertisers to supply the suggestions for the advertisement information transfer to select the relevant media， refine the advertisement information around the products， and put out the creative performance for the advertisement information. Advertisement， as a branch of the human science， takes along some rational compositions after containing the fundamentals of multiple disciplines， and hence attains a tight relationship with the some natural sciences and is of a scientific essence， which can be reflected in details as the following.

2.1 Primary Preparation Work

Advertisement is on the basis of the market research. If such a market research is absent， the advertisements are just like the water without a source and a tree without roots. The selections of the researched objects and the sampling methods as the initial preparation work have to be completed with heart and soul based on the necessary requirements. For example， the single sampling method includes the random sampling， hierarchical sampling， Cluster sampling and so on. During the implementation of the market research， multiple methods such as questionnaire， telephone interviewing， interception， door interviewing and in-depth interviewing can be applied， and also there are some operational skills to choose from. However， specifically， the design of each question of the questionnaire is hidden with a great deal of knowledge. For instances， the questions are designated whether to be opened or closed； how to ask the researched objects can the optimal answers be acquired. All these are the subjects which are necessary to be taken into in-depth account by every advertiser who is responsible and thoughtful for his customers. On the contrary， the representativeness of the selected samples can’t be guaranteed if they all source from a group of people knowing nothing， making the results of the research unable to truly reflect the existing problems， and therefore the research is without a guiding significance for the follow-up creative plans. Hence， it is necessary to clearly clue the thinking ways before the research， analyze the specific problems in details， and finally formulate a scientific and feasible implementation plan for the research.

2.2 Scientific and Attractive Advertisement Creation

After a rigorous and well-planned market research report is acquired， the next step is to integrate all parts of the report and make them systematized， which can be utilized as the beginning of the advertisement plans， allowing the plans and creations to possess certain foundations to be followed， but not to depend on the subjective suppositions. Therefore， the advertisement plan is more scientific and readable. However， certainly， it is necessary to clearly emphasize that the advertisement creative idea is not based on fixed equations， and all principled rules and regulations for it is needless， so the creative idea can be as wide as the sky， can be exercised just as one wishes. However， this is far from the truth. Advertisement creative idea belongs to a sort of artistic creation， and has all the attributes of artistic creation， but it can’t purely like art soaring across the sky without any restriction， because advertisement is an economic behavior featuring strong utilitarianism and practical applicability， and its ultimate purpose is to attract people to pay attention to the product or industry， promote sales and set up image， but not only to drive it to be viewed， admired or collected. As to advertisement， if such a purpose can’t be achieved， it will be worth nothing and is definitely a completely defeated creation no matter how exquisite it is. In the advertisement activities， creative idea is always used as only a way， and is like a bridge to lead the consumers to the enterprises or products. The classic and creative theories of advertising masters， such as the "brand image" of David Ogilvy， the "unique selling proposition" of Rosser Reeves， and the "big ideas come out of big pencils" of Leo Burnett， firmly expound the scientific nature of advertisement， just like the interior angles sum of mathematical triangle equal to 180 degrees and the law of universal gravitation have become timeless truths after years of baptism. Take the"7.Up" for example. The non-cola orientation reflected the correctness of the positioning theory to the extreme， promoting "7.Up" to emerge from multiple cola brands and become a focal point of the public. These fathers had dug out the "treasures" with hardships， and created continuous myths in the product sales history. Their deeds encouraged the newcomers to explore the true meanings of advertisements， just as Newton met with a felling apple and ultimately summed up the law of universal gravitation. Advertisement is a highly profound discipline， and owns the inner but not explicitly-displayed displayed operational patterns and laws. These patterns and laws become bright and clear by relying on the unremitting endeavors of previous advertising people during their work.

The relationship between the television advertisers and advertisement manufacturers is an issue that can’t be ignored as well， because it exerts a certain influence on the effectiveness of advertisements. Only the advertisers and advertisement manufacturers establish a harmonious cooperation with each other， the quality of advertisement information can be ensured， and the partnership can be maintained for a long term. Besides， the establishment of a long-term strategic partnership is conducive to the systemic promotion of products and the setup of a good brand image， and simultaneously can achieve win-win results among the television advertisers， advertising agencies and television stations.

3. Conclusion

Advertisement is one of the means of competition. In the modern times， the competitions among different enterprises are often reflected on the advertisement campaigns. Advertisement is able to improve their positions by means of the authority of media， and changes into the primary method for all kinds of enterprises to market their products and establish their images. From the perspective of the consumers， they are willing to purchase the renowned commodities in general and have a common belief that the enterprises which frequently release the advertisements possess a certain credit and economic strength， while they will be susceptible to the commodities which have never appeared in advertisements. Therefore， the advertisements are the essential edge tools to enlarge the market share， improve the enterprise credit and triumph over the competitors. The analysis of this paper can provide a foundation for the advertisers as references.

References

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