Television Advertising and CSR: A Formidable Tool Becomes Commonplace
Socially responsible marketing or CSR has gone beyond the buzzword phase. It is now an accepted word in television advertising’s lexicon. However, there may be some people who are still unsure of what CSR means and how to incorporate it into their firms’ audio-visual materials. So we’d like to start helping them by pointing out a related, marketing chart that was published earlier this year.
The chart clearly shows how important audio-visual materials are in regards to CSR and television advertising is right towards the top of the list. It is preceded only by print and packaging mediums, which have been around for a long time too. Examples include POP displays, online avenues, mobile and direct mail.
Television ads come in varying lengths and not all are conducive to long, drawn out stories. So infomercial length spots, or a series of 60, 30 or 10 second ads may be factored into CSR plans. If a series of shorter spots are used, there are different ways to tell ongoing stories. For example, the television advertising may offer a teaser and direct consumers where to go for the back story or extended version of spot.
It is also possible to break the story up into memorable segments and bulk buy air time. That way, the segments could be played back-to-back during a particular broadcast or over the course of a broadcast day. And television ads, as we’ve already noted, aren’t the only AV tool used to send a CSR message. There are additional options, including but not confined to charitable events, POP displays and mobile videos that advertise the firm’s philanthropic efforts.