Advertising Channels and Product Categories: an Empirical Study on Compatibility

Abstract

Advertising is an area where ample studies have been carried out, but only a few academic research based studies have been undertaken on the issues related to Television Advertising. It has been a regular practice by the media watchers, media agencies and advertising agencies to conduct studies based on sample surveys, TRP's, channels shares and on product categories. Studies based on product categories that are advertised on various television channels are very few. Each and every product belongs to different categories. To study and explore the issues related to television advertising is tough for researchers as deciding and defining the consumer mindsets is itself a difficult task. The main objective is to identify and explore the patterns of product categories on various selected television channels. For this a study has been carried out in the proper time frame and this observational mode of data collection defines the patterns of product categories on selected television channels through advertising. Against this backdrop an attempt has been made in this paper to empirically analyse the fit of advertising channels with the appropriate product categories. The findings of the study reveal the sharp contrast regarding the different categories of Television Channels. The result shows that the advertisers carefully select the appropriate Television channel space to reach the targeted audience. It not only makes sound business sense on their part but it is convenient for the customers as well as they can make more informed decisions about whether to buy those products and services or not.