Broadcast advertising refers to advertisements delivered through radio and television. It brought sound, music, voice, movement and visuals into advertising.
A. Radio
Advertising: Radio
became an important advertising medium because it could reach people in their
homes, workplaces and vehicles.
Radio advertisements use:
- Voice
- Music
- Sound effects
- Jingles
- Dialogue
Radio advertising became
particularly important with the growth of All India Radio (AIR). Later, the
growth of FM radio created new opportunities for advertisers.
Example A food brand may use a
catchy jingle on FM radio to make the brand memorable.
B.
Television Advertising: Television brought a major change
because advertisements could combine: Sound + Image + Movement + Story
Television advertising expanded
rapidly in India after the growth of television and especially after the
introduction of private satellite television channels in the 1990s.
Advertisers could now demonstrate
products visually. For example, a detergent advertisement could show the
product removing a stain.
Advantages of Broadcast Advertising
- Large audience
- Strong visual impact
- Emotional appeal
- Music and storytelling
- High brand recall
Limitations
- Expensive
- Short duration
- High production costs
- Audience may skip advertisements
Broadcast advertising transformed
advertising from static print messages into audio-visual experiences. Radio
created the power of sound, while television added images and movement.
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