TV advertising is the most common form of advertising that companies use to reach a wide population in the hope of extending the clientele base. This form of advertising has been around long enough but online advertising seems to be taking over since it is cost-effective. Proponents of online advertising claim that this kind of advertising is interactive as customers can give their feedback on real-time. On the other hand, television advertising is very passive since the audience cannot interact with the adverts as they do with online adverts. Moreover, television advertising is expensive especially if they are to be aired during primetime shows. While this is the case, companies cannot rule out the fact that television advertising is more likely to appeal to more customers as compared to online advertising.
Television adverts are multisensory in that they appeal to the viewer’s sight, sound, touch, and even taste. The adverts are very memorable meaning that they will likely influence the customers purchasing decisions. Most of the advertisements are dramatized to create the difference between the unwanted and the ideal situations. Kumar & Sharma (2017) assert that television advertisements relate to everyday situations something that helps to influence the viewers. Critics of television advertising claim that viewers may tune out these adverts by switching to other channels. The zapping and zipping of advertisements may not be a real threat in television advertising especially if the ad is on live television. Instead of switching channels, viewers tend to focus on other chores when the ads are running.
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The zipping and zapping are more prevalent in online advertising where the adverts are considered intrusive and unsolicited. Customers view television advertisements as part of the normal programming to help the media houses to cater for the expenses. Online adverts, on the other hand, are deemed as a profit-making venture that promotes consumerism since online users are forced to view them. The users tend to block or skip the adverts since they interfere with their online experience (Kaspar, Weber & Wilbers, 2019). In this case, then online advertising cannot surpass television advertising as it offers unforgettable and relatable adverts.
References
Kaspar, K., Weber, S. L, & Wilbers, A-K. (2019). Personally relevant online advertisements: Effects of demographic targeting on visual attention and brand evaluation. PLoS ONE 14 (2). https://doi.org/10.1371/journal.pone.0212419
Kumar, A.V., & Sharma, R. (2017). Perceived influential aspects of TV advertising. Paradigm, 21 (2), 192 - 210. https://doi.org/10.1177/0971890717736216
