Does Television Advertising Make a Difference: A Critical Literature Review


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  1. CHAPTER 1: INTRODUCTION – Does Television Advertising Make a Difference
    1. Overview

It is widely recognized that free and independent media is imperative for democracy and society. Despite that media independence can be jeopardized in various ways and directions, the recent studies both academically and in business field have shown that commercial media biases is an important concern (Faraday, Vijayalakshmi, Vasantha, Kanchana & Lawrence 2016). The conflict between the audiences and advertisers regarding the media contents and the target market is the main source of media biases. For instance, the media may prefer that the advertisers do not critically report about their products. Does Television Advertising Make a Difference.

A good example is the issues touching on safety and health issues of people. For instance, advertisement of junk foods among children, alcohol products, and food and drink- related behaviours and attitudes among the adult populations. Communication and promotion form an important part of marketing in any organization. Organizations promote their products and services in the market in order to reach out as many customers as possible and hence increase their revenues (Aleathia 2008). There are various marketing strategies and forms used in the market. Advertising is one form of promotion used by companies and television advertisement is the most used promotional method. Does Television Advertising Make a Difference.

Despite that everything seems to be moving towards the online direction, TV advertisement is still a force to reckon. For instance, more than 90% of households in Australia have digital TVs and on average, Australians spend about three hours in from of a television on a daily basis. There is research suggesting that television advertising is still the most effective form of marketing with more than 14 million Australia’s finest tuned to commercial television programming in 2012 (Australian Bureau of Statistics 2016). Therefore, television advertisements reach out as many people in Australia as possible. Based on this information therefore, the aim of the study is to explore whether TV advertisements make a difference among the audiences. Does Television Advertising Make a Difference.

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Therefore, children are likely to engage in eating behaviours promoted by television commercials. Therefore, this study concludes that television advertising makes a significant different in the behaviours of children. Comparing the eating habits and behaviours of children exposed to television food commercials and those who are not exposed to this environment, there is a significant difference. Sufficient scientific evidence substantiates relationship between television advertising and decision making of the target market. In this case, marketers use television advertising and increased awareness and sales in the market.

  • Recommendations

Based on the study findings, television advertising influence the consumer behaviours of the target market, therefore, advertisers should be very keen and sensitive to the products marketed to ensure that they do not promote harmful products or behaviours. For instance, marketers and advertisers should avoid having television commercials on unhealthy foods targeting children because children do not critically distinguish marketing techniques and marketing promotion. Additionally, the government should be very much concerned with the products and services advertised through television because they may cause a gradual change in behaviours to the target market. For instance, children and adults may change their behaviours after watching television commercials advertising particular products for a long period of time.

This study was based on systematic literature review alone. However, future studies should be based on secondary and primary research methods to gather relevant and updated information. Despite that this study gathered a wide range of data from various sources, there may be changes in the current world or some populations may not display the identified characteristics. This study was based on qualitative research methods and hence some quantitative information may be left out. Therefore, future studies should focus on mixed research methods to gather relevant and adequate information.  

  • Implications and limits of Generalizability of Findings

This study reinforces the application of television advertising strategy in marketing to influence the consumer behaviours of the audiences. Despite that there is a strong believe that television advertising will be overtaken by digital advertising following the increased use of the internet by customers and consumers, this study shows that television commercials have strong impact on the consumer decision and buying patterns.

This study has several possible limitations. The main limitation of the study is that it does not quantitatively describe the difference made by television advertising. The above analysis does not enable the researcher make strong generalization on whether television advertising makes a difference.  

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