Has TV advertising lost power?


La Rue Moore

Marketing Management


Capella University



U09d1 Marketing Debate :
Refer to the Discussion Scoring Guide in preparation for this discussion.

Has TV advertising lost power?

The Chapter 18 marketing debate poses the question, "Has TV advertising lost power?" (Kotler & Keller, 2006, p. 597). Read the debate and take one of the two indicated positions:

  1. TV advertising has faded in importance.
  2. TV advertising is still the most powerful advertising medium.

Be sure to use material from the textbook or other readings to support your arguments.

Next, review the arguments posted by your colleagues. What are the weaknesses in their arguments?

TV has not lost one ounce of its ability to sell a product. Most of us get our news form it, our entertainment from it and the unconscious bombarding from the thing. If it comes to the reach, frequency, impact TV still has all others beat hands down (Kotler & Keller, 2005). I still remember when it was thought that cable would wipe out the advertising industry on TV. Now we pay to see the advertisements along with the cable we buy. Strange if TV is loosing its appeal why would most families have 2 or 3 of them in the house? It is true as Kotler and Keller (2005) points out TV is expensive to use as an advertising medium but consider the movie that is in the theater today will be on TV tomorrow along with some form of embedded advertisement. This is a double shot. I see a person ask for a coke in the movie and I got a coke when I watched it at the movie. When I see the coke commercial at the on the TV screening I am already headed to the fridge to get one for me and my grandkids. If their father doesnít remind me I did not let him drink the stuff all would be lost in a sea or brown liquid and rising blood sugar. Extreme yes but you get my point. It is still the combination of all the media put together that makes it work so well. TV is just the one that is always there.

When one tries to verify which media did the dastardly deed of separating me from my hard earned dollar that becomes very difficult. I donít watch much TV any more but I am old now and a bit hard it is hard to stop me from channel surfing during the commercials. That has not stopped anything. I am often surprised to find the same commercials of another channel. No break no way no how. TV is as strong as ever but just wait the Cell phone is in my ear and under my nose 24-7. It is just a matter of time until I pay to see advertisements on the little screen like I do at the grocery store while I wait in line.


Kotler, P., & Keller, K. L. (2005). Marketing Management (12th Ed.). Prentice Hall.