While advertising brands in social media sites seems a popular choice, Forbes noted that big companies still advertise by way of TV ads. Actually, in 2019, the digital business magazine published an article that delved into possible reasons; providing them as follow up answers to related questions posed at Quora, a leading online forum widely used by Internet users.
We underscored several reasons that Forbes had put forward as the rationale behind the big-budgeted TV commercials and likewise make a follow up by providing additional input.
Expensive TV Commercials Confer Prestige and Legitimacy
Forbes pointed out that since TV ads are more expensive, the high cost immediately conveys an impression of prestige and legitimacy. The article also made mention of how leading companies are in fact known to spend most of their advertising budget on one sports event like the Super Bowl as an alternative to creating TV commercials. After all major sports events are now being broadcasted via television networks throughout the globe via streaming platforms.
On that note, permit us to cite as example the leading brand of scotch whisky, Johnnie Walker. Back in 2014, the whisky company entered into a multi-year advertising contract with the Formula One Racing Group, which named Johnnie Walker the official whisky of the F1 Race events. As part of its moral obligation to advertise responsibly, the company also created TV commercials that promoted moral values.
As scientific studies have warned, watching alcohol TV advertisements can influence the amount of alcohol imbibed by individuals when savoring their viewing experience. Johnnie Walker’s made-for-TV-commercials though were created years apart, which come as sequels to the firm’s “Keep Walking” series of TV ads initially launched over 20 years ago.
Actually, Johnnie Walker’s iconic “Keep Walking” commercial series is a classic example of another reason cited by Forbes in explaining the rationale behind TV commercials.
TV Ads Allow Brand Advertisers to Tell a Story
Johnnie Walker TV commercial series tell different stories about people who make achieving personal progress more important than the desire to quickly achieve a specific goal. The “Keep Walking” TV ads depict the ethos of the Johnny Walker brand of whisky, for people not to be easily discouraged when working toward achieving their aspirations. The rallying cry is to keep walking with confidence when meeting challenges in their personal paths.
Forbes answers also afforded a broader understanding of why leading product brands found it easy to arrive at decisions to join the boycott movement against Facebook, by simply agreeing to remove their FB advertisement.
Now more than ever, responsible advertising is important since people can easily order drinks online, when looking to enhance their TV-watching experience.
