According and offers a significant impact on
Accordingto Biocca (2013) televisions is one of the most influential advertising mediums.He also suggests that television advertising is one of the most effective wayof conveying a mass message and offers a significant impact on reaching a largeaudience. However, television as an advertising medium also poses some limitation that hinder its effectiveness (Andrews& Shimp,2017). According to Danaher et Rossier (2011) television is an appropriateand flexible advertising medium, reaching large number of viewers which facilitatesthe message delivery. They also suggest that television advertising enable advertisersthe flexibility to different approaches to make it memorable to the target audience.
Television advertising makes use of visual effects to have a lasting impact onthe target audience (Biocca,2013). He also states that marketers employ colors,motion and sound to make sue the message is powerful and persuasive, howeverother techniques such as celebrity endorsement and audio-visual effects help toenhance the impact. According to Andrews and Shimps (2017) various enterprisecompanies rely significantly on traditional ways of advertising such astelevision.Televisionadvertising is more expensive than other forms of media such as newspaper, radio,magazine and Internet advertising(Smith,2012). he also suggests that quality commercialis costly to produce.
According to Smith (2012) the cost of producing a TV commercial vary from twenty thousand rand toin excess a Million rand. Having a TV a Spot can change from a R550 per secondspot at random hours to R130 000 per thirty second at peak hours when viewersare many. Based on the previous argument a budget of R260 000 has beenallocated to television advertising for one-minute advert at an hour that asignificant number of viewers are watching television