(855) 4-ESSAYS

Type a new keyword(s) and press Enter to search

Covert Advertising Techniques



            
             • It is cheaper than overt advertising or sponsorship, normally the advertisers won't pay anything to the television programme; maybe just provide them with the necessary props e.g. Tetley tea bag boxes for the Coronation Street shop.
            
             • If the programme or film is a success the advertising gets a wider audience, and the product could sell more because people will want to have the products from the popular television programme.
            
             • The product becomes linked to the film or programme and the ideology/lifestyle inherent in that media text. This attracts people to buy into the image through the product.
             Sponsorship of television programmes.
             In Britain this was only recently introduced in 1995. Now we see "Emmerdale Farm" sponsored by Daz, the washing up powder, "Coronation Street" sponsored by Cadbury chocolate products and "Countdown" sponsored by Cod Liver Oil to name a few. American programmes have been sponsored for many years and now we also see "Friends" sponsored by Nescafe and "Frasier" sponsored by Erricson (the sponsorship is different in the USA). Sponsorship is a covert technique because it is not actually advertising overtly, the sponsorship advert is usually entertaining, it is never a hard sell and it is never very informative. Sponsorship hopes to link the product more directly to the film or programme and it is more expensive than product placement but also more effective as people will associate products with their favourite programme. They can notice the sponsorship more because it is presented to them, "Coronation Street is sponsored by Cadburys" rather than having Fred drink a cup of Tetley tea, which could easily be missed.
             The advantages of sponsorship are very similar to product placement. However as the programme grows in popularity sponsorship becomes more expensive, so advertisers have to weigh up whether to continue with the sponsorship or to just advertise.


Essays Related to Covert Advertising Techniques


Got a writing question? Ask our professional writer!
Submit My Question