Do you know about - A Brief History of Television Advertising
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Broadcasting was originally industrialized as a means for clubs to sell radios. But once market entities realized that many households were listening to their radios a primary amount of time every day, they started to contemplate this medium as a way to get their message over to the masses. If one has to select a singular event that began the era of radio broadcasting, it would probably be the radio program broadcast by hub Weaf in New York City on August 28, 1922 This was a ten-minute advertisement for suburban apartment housing. By Christmas of that year, any major New York division market joined the fray and were running advertisements for their stores.
By the late 20's radio advertising had industrialized in a dramatic way. It was now dominated by advertising agencies who took operate of the schedules by buying the available air time and selling it to their customers. They also handled the creative aspects of the commercials and programs and in fact even created entire series that were designed to sell one product or another. These efforts paved the way for the genesis of television advertising that would begin in a few more decades.
The Era of the singular Sponsor
Full time telecasting didn't of course take hold until 1948 as it took that long for the United States to recover from the Depression and World War Ii. At that time, the amount of television sets reached the primary mass primary to be considered a medium that could reach the masses. As television was a totally new phenomenon - i.e. Offering both sound and fascinating pictures, the advertising industry moved into this arena cautiously as they were not sure what methods would work best to promote their clients products on television. In other words, should it still be treated as radio advertising but with pictures thrown in or would an entirely new advent need to be taken to reach the television audiences in a meaningful and efficient manner?
After study and many surveys, the advertising agencies considered that the most efficient way to reach consumers with a strong message would be by creating shows that featured a singular product or a line of products from a singular company. From this idea arose the typical television shows of the 1950's including such titles as Kraft Television Theater, Colgate Comedy Hour, and Coke Time. As with radio, these television programs were produced by advertising agencies for their clients rather than the studios as is tasteless custom currently.
This custom worked of course well for the clients for a while. But as the television gained more popularity and there were more population watching it, the television networks were raising the costs of doing business (i.e. More eyeballs = more total dollars spent to reach them all) and this upward pressure on the cost of delivering a yield over the television (plus the ever addition costs of creating new content) forced a weighty convert in the association of all the parties: the advertising agencies, the clients/sponsors and the television networks. A explication had to be found if this very superior advertising medium was to continue to be cost efficient for the sponsors.
Enter the Era of Magazine idea Advertising
Nbc menagerial Sylvester L. "Pat" Weaver came up a with a explication that would work and would also be very convenient to the networks. He introduced the "magazine concept" of television advertising. In this arrangement, the sponsors would purchase blocks of time (typically one to two minutes) in a show rather than be a sponsor for an entire show. This idea would allow a collection of sponsors - up to four was the amount imagined - for a show. Like a magazine, the networks would now operate the content as no one advertiser would "own" a singular show.
Like all new ideas, this one was originally resisted by Masison Avenue but after a bit of experimentation, they found that this formula would work very well for a collection of packaged-goods clubs manufacturing a cornucopia of brand names, such as Procter and Gamble with such disparate products as Tide (laundry detergent), Crest (toothpaste), and Jif (peanut butter).
By 1960, the magazine idea dominated television advertising, as it has ever since. Instead of relying on audience identification with a definite show, sponsors now spread their messages over the program in an effort to reach as many consumers as possible. The capability to spread their advertising dollars out to reach a broader segment of the population proved to be very efficient for the sponsors. Where once they were locked into a definite time block every day or every week on a singular network, they could now select the times and the networks where they wanted their message to be seen.
This evolution of magazine idea advertising is truly the birth of most modern television advertising. The one irregularity is the infomercial which is of course a throwback to the sponsored show model used in the early days of television advertising.
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