1. Do you think advertisers should have to pay for viewers who watch TV shows on
ID: 360858 • Letter: 1
Question
1. Do you think advertisers should have to pay for viewers who watch TV shows on a time-shifted basis on their DVRs or video on demand? The chapter discusses the debate between the television networks and advertisers over measurement of TV viewing audiences. Evaluate the changes that have been made to provide advertisers with better measures of television viewing audiences as well as commercials.
2. Discuss how mobile devices such as the iPad and other types of tablet computers are impacting magazines as advertising media vehicles. Do you agree with Jann Wenner, publisher of Rolling Stone and other magazines, that it will take a decade or more before there is a shift from print magazines to digital editions?
3. What is meant by native advertising? Do you think it is appropriate for advertisers to run native ads that appear to be editorial content rather than sponsored advertising? Why or why not?
Explanation / Answer
Answer--For many years, only 3 major networks were available and they accounted for almost 90% of the prime time audience and television was considered a mass medium. However, programs' content, their timing, and area of distribution have imbibed some form of selectivity in television as marketing media. For instance, cartoon shows are meant for the children and weekend sports are primarily discovered by the adult males. Similarly, daily serials and cooking shows are (mostly!) for the ladies. Specific markets the different geographic area may also be selective based on the program content and timing (e.g. ). With the emergence of cable TV networks, the major 3 networks are only having 50% of the prime time viewers. The viewers are also very much fragmented based on the content quality of content and personal choice. As a result, television is not a mass media nowadays. Advertisers are reaching to specific segments of viewers with selective contents of ads targeted only for those segments. Few examples may be cited.
1. A company, advertising for a single brand but marketing in different countries say, in US and in India, will go for different advertisement themes. Geographically, the cultural quotient of the particular country/ society will always be taken into consideration.
2. The contents of ads in afternoon shows and late night shows are entirely different. Type of advertisements shows during children shows are again targeted for the children and their parents.
3.Finally, the advertisers should fully determine/ understand the behavioral attributes of a segment of viewers based on their personal choices. This will lead them to design and show advertisements of different content and quality matching with the personal choice of a particular segment of viewers.
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