and more affordable for the medium scaled, and rising businesses in Singapore by the nation's largest media medium, Mediacorp Pte Ltd.
It could very much be due to the economic downturn and the negative effects expected, tagged with the situation that Mediacorp is now and has been advertising on its own Television channels, encouraging ad broadcasts purchases.
The company encourages purchase with the most upfront strategy, and that is to make it more affordable to advertise on their channels, which is not all, as it also provides basic advertisment advisory and production services for customers on tighter budgets.
Televison is undeniably the most infulential and accessible of all mass communication medium probably threatened only by the internet. Every household if not all, owns at least one television set and it is accessible by viewers of all age groups, making it the most powerful and popular communication tool in many company's marketing initiatives.
However, advertising on the TV is sure not cheap. Most of the commercials that we watch on the national channels are usually representatives of the bigger and better established companies such as MacDonalds, M1 telecommunication, Colgate Toothpaste etc. These companies, due to their financial strength are able to fully utilise the medium by shooting an excellent commercial using different appeals such as humor, logic, emotions to reach out to their target audience at the most favorable (and undoubtly most expensive) airtime.
E.g Toy companies would not air their commercials too late in the night, their target audience being children would be most likely asleep and not watching TV by then.
In contrary, new and smaller scaled companies are likely unable to afford advertising of such scale, turning towards print ads and other marketing communiction tools.
Now that Mediacorp has spoken, there is a noticeable increase in the airing of more commercials, that are short and sweet, simple yet informative, representing names we may not have heard before (such as traditional family owned restuarants).
This move, by Mediacorp not only benefited themselves, in revenue generating, it also allowed these smaller companies to reach out to their target audience more effectively, without straining the company's budget during bad times like this.
Last but not least, as viewers, we now have more variety of commercials to talk about, no longer having to tolertate the many repeating commercials intruding our 'prison break' sessions. I mean, if they have to intrude, they might as well give us something new once in a while to watch.
