Traditional Methods of Advertising: The Television Advertisment

In a television advertisement that lasts for under a minute, the primary objective according to author George Felton, "to get the word out that you have something exciting to offer," is achieved here. The reason that this nationally broadcast advertisement completes it's primary objective is because the advertisement repetitively plays the lyrics "Down down prices are down" which announces to the viewer that lower prices ("something exiting to offer") are available at Coles. In terms of the relevancy of television advertising to the campaign, due to the extremely high volume of television sets active in Australia (approximately 18.7 as of 2012 according to the ACMA) it is only good common sense to broadcast television advertisements to reach a large proportion of the national population. The television advertisement was integrated during the tactical coordination phase of the campaign and became the means for the slogan to spread across every channel. This phase allowed advertising to integrate into the campaign first due to its nature which is described by Taylor and Francis (2011) as "delivering one sight, one sound via marketing communication."






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