Introduction advertising unit Structure

4.5.1 Advantages or Merits of Television Advertising 
Television advertising has the following advantages : 
1. The main advantage of television advertising is that it combines 
the advantages of both radio and cinema. Thus it is a most 
powerful audio-visual media. 
2. It makes the message more attractive and impressive. 
3. It is most advantageous to those advertisers whose products and 
service require demonstration. 
4. It is a source of major income to Doordarshan. 
5. It possesses geographical selectivity. An advertiser can place his 
advertisements on selected few stations as per his 
requirements. 
6. It has a wide coverage. At present television services are 
available to more than 80% of India‟s population. 

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4.5.2 Disadvantages or Demerits or Limitations of Television 
Advertising 
Television Advertising is subject to the following demerits or 
limitations : 
1. It is very expensive advertising media and would certainly 
exclude the small advertisers. 
2. Television message is short-lived. 
3. The range within which the telecasting reaches the audience is 
very limited. 
4. In case of India, an average Indian cannot afford television as it 
is quite costly. 
5. Television advertisements are very brief due to high cost of 
advertising on television. 
6. Television advertising is a very deliberate media, requiring long 
term planning, the gaining of approval from the authority and 
also lacking flexibility. 
 Check Your Progress 
 
1. 
“The most brilliant and original advertising ideas will be 
wasted if they are not presented through media.” Discuss. 
2. Explain the following types 
a. Website 
b. Sponsorship 
c. Banners 
d. F.M. Broadcasting