Answered: What is the Limitations of television…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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What is the Limitations of television media?

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Step 1

Advertising is an important factor in the success of any business. It is a medium that educates consumers about new products or improvements to existing products.

Step 2

Following are the limitations of television media:

High total cost: The high cost of purchasing broadcast time on television and the high cost of producing exclusive advertisements are important factors in using television as an advertising medium. Many small advertisers with small advertising budgets either seem unable to afford airtime or need to be concise in their message content.
Transient exposures: The advertising message on the television only lasts as long as it appears on the screen. If the expectation is not seen or heard when the exposure occurs, the message disappears forever, and that expectation is wasted. So, advertisers choose message repetition and buy extra airtime.
Disrupted environment: This is another problem with television advertising because the advertiser's message is one of the many places that broadcast during commercials. Television advertising loses its effectiveness due to a chaotic environment. Therefore, advertisers need to be more strategic in using media time to increase the attention value of the advertised message.
Lack of accurate audience evaluation: Accurate assessment of audience size is another major issue in television advertising. Not only is it difficult to estimate the size of the audience, but it is also subject to measurement errors. The various accuracy levels of television audience measurement include the number of homes owned by television, the number of employees using the television, the number of homes tuned to the program containing the advertising message, and the likelihood that will actually view the ads. Depending on the access to measuring technology, the exact size of the television audience is somewhat unclear.

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