DOES TELEVISION WORK BEST FOR MY BUSINESS? 

• ·             Don’t know how to do effective advertising with budget and time constraints?

• ·             Don’t understand the concept of TV advertising?

Come here to get analysis from Covatta Communications!

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With limited budget and time, wise selection on media is essential for advertising in Hong Kong, where various media channels enable speedy information circulation, and provide you with chances to reach clients. Among all types of media, broadcasting, print (newspapers and magazines) and e-marketing are the most common ones manipulated by advertisers.  

Television is the best choice for conveying short messages. It exerts the strongest emotional impact on public among all media. Its relationship with viewers is close as everyone owns at least one TV at home. The personality of the TV communicators creates an influence that print media cannot match. Thus, the effectiveness of TV advertising cannot be neglected.  

Hong Kong people are heavy TV viewers, and are especially interested in drama series. The highest-rated drama “Square Pigs” published by TVB in 2003 attracted over 3 million people to watch, i.e. nearly half of the Hong Kong people watched the drama. Advertisement being placed in between the drama time had drawn much attention from viewers.  

The four free-channels – Chinese and English channels of both TVB and ATV, constitute almost 80% of the TV rating in Hong Kong. The other 20% comprises of Cable TV, Satellite TV and TVB Pay Vision, etc. Celebrity approach is popular in raising awareness of ads. Many businesses followed and resulted in success. Tao Ti Green Tea, a kind of packaged tea originated from Taiwan, was firstly launched in 2000. It spent astronomical figures in television advertisements, and was able to  break into Hong Kong market shortly. According to admanGo, a famous marketing agency, Tao Ti had spent around 2,300 million in advertising campaigns, of which more than half went into TV campaigns in 2002 – Andy Lau was invited as its spokesperson. He is a famous singer with a positive image that helps promote the healthy image of Tao Ti.

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