Viewer’s dilemma on TV advertising
For a period of years, TV viewing public have been subject to
disgust, bordering on hatred of anything that is connected to
advertising on the TV screen.
The unfortunate thing is that viewing public are helpless to remedy
the situation and are suffering in silence stomaching a nuisance that
leads some of them to near insanity and a hatred of all TV programs that
allow use of indiscriminate advertising clips that completely overshadow
the main program just the way a parasitic plant kills the mother plant
by suffocating it.
situation is largely due to conflict of interest among stakeholders in
the advertising war. There are several parties in the unfortunate drama
- Marketing unit of the organization selling it ware, advertising agent,
medium selected to advertise (in the instant case the TV), Competitor
offering similar or identical product to the market under a different
brand name, the producer/director of the main TV theme that is
financially supported by unscrupulous advertisers and last but most
important - the viewer whose fancy the parties (other than the
competitor) attempt to win over to purchase the advertised product or
service. Interplay of all these stakeholders tend to forget the most
important stakeholder - the viewer.
Let’s take a quick look at the interplay of these forces. The program
is sponsored by product/services advertisers. The more such ads are
repeated during a program, the bigger flow in of money into their money
chest. It so happens that a half an hour program is inundated by 17
minutes of advertisement clips, repeated and re-repeated. In the first
couple of days, the viewer tolerates it.
When seen a couple of times more, he/she learns to close eyes, look
elsewhere in disgust and beyond that the product advertised is hated and
the mere mention of the product name makes him mad. What the producer of
the product/service is after is maximization of sales. He never realizes
that he is caught up in a trap web that not only denies him the targets
of increased sales but is the victim of a reverse flow effect. The
viewer - the most important component in this chain is completely
antagonized and the chain of expectations completely wiped out.