-
gurpreetsingh.1982
- Senior | Next Rank: 100 Posts
- Posts: 36
- Joined: Wed Mar 16, 2011 6:00 am
- Thanked: 2 times
Hi all,
Retrieved this essay from the Sample list of essays found in the BTG 60-day study guide. Appreciate if you can rate it, or review it. Would be much appreciative, and I'll also rate your essay for you.
Thanks!
Cheers,
Gurpreet
Question:
The following appeared as part of an article on trends in television:
"A recent study of viewers' attitudes toward prime-time television programs shows that many of the programs that were judged by their viewers to be of high quality appeared on (noncommercial) television networks, and that, on commercial television, the most popular shows are typically sponsored by the best-selling products. Thus, it follows that businesses who use commercial television to promote their products will achieve the greatest advertising success by sponsoring only highly rated programs-and, ideally, programs resembling the highly rated noncommercial programs on public channels as much as possible."
Discuss how well reasoned . . . etc.
Response:
The article explains the trends on televeision by introducing a finding made about viewer's attitudes towards prime-time television programing. The primary inference is that the greatest success in advertising is to sponsor only during periods of this prime time. However, due to flaws in the logic used in this aticle, the following essay will prove that this is not necessarily the case. By questioning the underlying key assumptions made in this article, it can be concluded that the article takes a simplistic stand on the way advertising success can be reached.
Firstly, the article seems to equate advertising success with the number of viewers that are watching the telecision during the period of advertisements. Hence, the article assumes that by only advertising during prime time television, their products would be promoted successfully. This point leads to suggest that viewers who are watching their favourite programs would be enticed into purchasing the product this company is advertising. However, it has to be investigated, on whether viewers are actually sold into the idea of the product being promoted during such periods. Furthermore, viewers who are watching their highly rated shows might find advertisements to be interruptions to their shows, and hence not pay attention to the content of the product being advertised.
Secondly, the article refers to 'high quality shows' without making a justifciation or explanation on why these shows are of superior quality. There is a lack of evidence to demonstrate how these shows are judged to be of high quality, or how these shows are being measured. Different shows would attract different segments of a general population. For example, football fans are more likely to be watching TV networks when a popular game is being broadcast, and young adults might be more drawn to watching documentaries. Having an advertisement during either of these television programs does not necessarily correlate with a higher advertising success rate.
Another point to be considered is the market segment being targeted for this product. By making the general assumption that by advertising during popular programs, customers would be effectively marketed products, the article fails to consider different interest groups that are watching the television network at that point of time. Extending the use of the previous example, soccer fans are not likely to be thrilled when watching shampoo advertisements, especially when they are watching a sports program.
Furthermore, the use of the word "only" implies that sponsoring other programs, that are less highly-rated, would not contribute as significatnly to this success. Despite the possible relevance of the product advertised with the less popular program being shown, the article assumes that that would be less effective. This is a flawed assumption, since the success of the advertisement might well depend on the program being broadcasted at that point of time. For example, advertisements of bags and shoes would be more captivating and possibly effective, if they were broadcasted during shows such as "GMAT in the City". Since the show has various scenes in which fashion is well-depicted, the advertisement of shoes and bags might allow viewers to draw a relation between the products and the shows, thus marketing the products effectively.
In conclusion, by making the broad and myopic assumption that advertising during popular showtimes, the article fails to consider several aspects that have to be considered. In order to strengthen this flow of thought, further research has to be done in the viewing behavoiur patterns in audiences during the prime-time period. Furthermore, by studying the relationship between the product and the program being broadcasted at that point of time, advertisers would be able to draw valid conclusions on when their products would be more successfully marketed.
Retrieved this essay from the Sample list of essays found in the BTG 60-day study guide. Appreciate if you can rate it, or review it. Would be much appreciative, and I'll also rate your essay for you.
Thanks!
Cheers,
Gurpreet
Question:
The following appeared as part of an article on trends in television:
"A recent study of viewers' attitudes toward prime-time television programs shows that many of the programs that were judged by their viewers to be of high quality appeared on (noncommercial) television networks, and that, on commercial television, the most popular shows are typically sponsored by the best-selling products. Thus, it follows that businesses who use commercial television to promote their products will achieve the greatest advertising success by sponsoring only highly rated programs-and, ideally, programs resembling the highly rated noncommercial programs on public channels as much as possible."
Discuss how well reasoned . . . etc.
Response:
The article explains the trends on televeision by introducing a finding made about viewer's attitudes towards prime-time television programing. The primary inference is that the greatest success in advertising is to sponsor only during periods of this prime time. However, due to flaws in the logic used in this aticle, the following essay will prove that this is not necessarily the case. By questioning the underlying key assumptions made in this article, it can be concluded that the article takes a simplistic stand on the way advertising success can be reached.
Firstly, the article seems to equate advertising success with the number of viewers that are watching the telecision during the period of advertisements. Hence, the article assumes that by only advertising during prime time television, their products would be promoted successfully. This point leads to suggest that viewers who are watching their favourite programs would be enticed into purchasing the product this company is advertising. However, it has to be investigated, on whether viewers are actually sold into the idea of the product being promoted during such periods. Furthermore, viewers who are watching their highly rated shows might find advertisements to be interruptions to their shows, and hence not pay attention to the content of the product being advertised.
Secondly, the article refers to 'high quality shows' without making a justifciation or explanation on why these shows are of superior quality. There is a lack of evidence to demonstrate how these shows are judged to be of high quality, or how these shows are being measured. Different shows would attract different segments of a general population. For example, football fans are more likely to be watching TV networks when a popular game is being broadcast, and young adults might be more drawn to watching documentaries. Having an advertisement during either of these television programs does not necessarily correlate with a higher advertising success rate.
Another point to be considered is the market segment being targeted for this product. By making the general assumption that by advertising during popular programs, customers would be effectively marketed products, the article fails to consider different interest groups that are watching the television network at that point of time. Extending the use of the previous example, soccer fans are not likely to be thrilled when watching shampoo advertisements, especially when they are watching a sports program.
Furthermore, the use of the word "only" implies that sponsoring other programs, that are less highly-rated, would not contribute as significatnly to this success. Despite the possible relevance of the product advertised with the less popular program being shown, the article assumes that that would be less effective. This is a flawed assumption, since the success of the advertisement might well depend on the program being broadcasted at that point of time. For example, advertisements of bags and shoes would be more captivating and possibly effective, if they were broadcasted during shows such as "GMAT in the City". Since the show has various scenes in which fashion is well-depicted, the advertisement of shoes and bags might allow viewers to draw a relation between the products and the shows, thus marketing the products effectively.
In conclusion, by making the broad and myopic assumption that advertising during popular showtimes, the article fails to consider several aspects that have to be considered. In order to strengthen this flow of thought, further research has to be done in the viewing behavoiur patterns in audiences during the prime-time period. Furthermore, by studying the relationship between the product and the program being broadcasted at that point of time, advertisers would be able to draw valid conclusions on when their products would be more successfully marketed.
