Television Advertising in a nutshell
Television advertising is the practice of making and broadcasting ads on television to publicise a product or service.
Television advertising is one of the most popular and successful methods to reach people. This is due to its broad reach, frequency, and effect.
The OTTs and digital content are progressively struggling for attention with the TV sector; televisions remain the dominant advertising medium.
Daily, the typical individual spends around four hours watching television. This affords marketers several options to reach prospective consumers with their message.
How does TV Advertising Work
Advertisements on television interrupt the program that people intend to watch.
Multiple advertisements are often played within a single television program, which may be highly bothersome given that the duration of most commercials ranges from 15 to 60 seconds.
This may seem unfavourable to television viewers, but it is also one of the factors that helps television networks generate revenue.
There are several methods to design a television advertisement. Advertisers may generate their own creative or collaborate with an advertising agency and production studio.
Once the ad has been produced, it must be scheduled on a television station. This is usually done via a media purchasing or advertising agency.
The cost of running a commercial on television may vary significantly based on the time of day, the day of the week, the length of the advertisement, the show's rating, and the channel on which it is broadcasted.
Television Advertising: Characteristics
Advertisements on television generally exhibit some or all of the following characteristics:
They are incredibly imaginative and captivating: Commercials on television are intended to be exciting and memorable to remain in the viewer's memory.
They utilise sight, sound, and motion: Ads on television use numerous senses to engage viewers. Consequently, they often include music, images, and special effects.
They support marketing objectives: Every television advertisement is developed with a particular marketing goal, such as increasing brand recognition or generating sales.
In a brief time, they convey a message: Commercials on television have just a few seconds to convey their message. Therefore, they ensure that their message is conveyed fast and efficiently.
Television Advertising Types
Numerous types of television advertising exist, including:
Television Commercials (TVC) are the most prevalent kind of television advertisement. They usually range from 15 to 60 seconds in length and are broadcast during commercial breaks.
Product Placement: Product placement occurs when a product or service is prominently highlighted in a television program or film. This may be accomplished naturally as part of the plot (e.g., a character using an iPhone) or explicitly, such as when a product is displayed in close-up or is used in a major scene.
Brand integration: This is when a brand becomes an integral component of a television program. For instance, when the whole plot focuses on a specific brand or features its product as a reward (e.g. Jeopardy, where participants win an iPhone).
Infomercials are extended television advertisements that often show late at night or on weekends. Typically, they endure at least 30 minutes and include a call to action, such as a phone number or website address.
Overlays are 10-second advertisements displayed at the bottom of the screen during a television program. During live events, they are generally utilised for advertising forthcoming programs or items.
For Which Sectors is TV Advertising the Best? Which Companies Advertise in This Category the Most?
Television advertising is an effective way for companies to reach a wide audience in a short amount of time. With the right strategy, it can generate high levels of engagement and have a lasting impact on viewers’ perception of the brand. It can also be used to quickly launch new products and services while simultaneously offering information about existing offerings.
In addition to consumer goods, television advertising is also well suited for the entertainment and media industries. Film trailers, sporting events, video games, and other forms of entertainment are often marketed on television. This allows companies to create hype around upcoming releases and attract more eyes to their product or service.
Television advertising is also popular among fast food restaurants, due to its ability to appeal to consumers’ senses with visuals and sound. McDonalds, Burger King, Wendy’s, KFC and many others use television commercials to promote their products and remind customers why they are the best option.
Healthcare providers also rely on television advertising as a way to educate the public about various health issues and treatments. Pharmaceutical companies often use commercials to highlight the benefits of taking their medications while medical facilities target potential patients through informative ads.
Automotive manufacturers often leverage television commercials during prime time viewership hours in order to reach more people with the latest models of cars, SUVs and trucks that they have available. This allows them to showcase the latest features and designs that they offer in order to entice potential buyers.
Other sectors that make use of television advertising include financial institutions such as banks, credit unions and insurance companies; technology companies like Apple and Microsoft; retail stores like Walmart; telecommunications companies like AT&T; cleaning services like Procter & Gamble; consumer electronics such as Samsung; travel websites like Expedia; clothing brands like Nike; home improvement companies like Home Depot; food delivery services like DoorDash; online streaming services like Netflix; casinos like Foxwoods; energy drink producers such as Red Bull; and even political campaigns for candidates running for office.
The success of any television ad campaign depends on several factors such as budget, target audience, creative content, timing, reach and frequency of airing spots as well as proper measurement methods. Companies need to carefully plan their campaigns in order to maximize visibility and engagement with potential customers while minimizing costs associated with this form of marketing.
Most Prominent Television Advertising Agencies And Companies
- McCann Worldgroup
- DDB Worldwide
- Omnicom Group
- BBDO Worldwide
- FCB Global
- Publicis Groupe
- Leo Burnett Worldwide
- Grey Global Group
- Deutsch, Inc.
- JWT Worldwide
- Interpublic Group of Companies
- Arnold Worldwide
- Y&R Advertising
- Saatchi & Saatchi
- Crispin Porter + Bogusky
- R/GA Ventures
- CP+B LA
- The Martin Agency
- John St Advertising Agency
- Bensimon Byrne Advertising Agency
- Cossette Communication Group Incorporated
- TAXI Canada Incorporated
- BBDO Toronto
- McCann Canada
- DDB Canada
- Leo Burnett Canada
- Ogilvy & Mather
- J. Walter Thompson London
- CHI & Partners
4 .M&C Saatchi
5 .Ogilvy UK
6 .AMV BBDO
7 .Leo Burnett London
8 .McGarryBowen London
9 .Publicis UK
10 .Grey London
11 .Mother London
1 .The Monkeys
2 .Clemenger Group
3 .M&C Saatchi
4 .DDB Australia
5 .Leo Burnett Melbourne
6 .J Walter Thompson Sydney
7 .Saatchi & Saatchi Australia
8 .Whybin\TBWA Melbourne
9 .George Patterson Y&R
10 .StrawberryFrog Sydney
- Scholz & Friends
- Heimat Berlin
- Jung von Matt
- Serviceplan Campaign X
- Grabarz & Partner Werbeagentur
- Wirz Werbung GmbH & Co. KG
- Kolle Rebbe GmbH
- Ströer Creative Group GmbH
- BBDO Germany GmbH
- Ogilvy Germany GmbH
- BETC Europe
- Publicis Conseil
- TBWA, Paris
4 .BETC Digital
5 .Ogilvy France
6 .JWT Paris
8 .DDB Paris
9 .Saatchi & Saatchi
10 .Publicis Dialog
- J Walter Thompson Milan
- Armando Testa
- Saatchi & Saatchi Italy
- McCann Erickson Milan
- Ogilvy Italy 6. The Big Now
- Arnold Worldwide Milan
- Y&R BrandBaker
- Leo Burnett Italia
1 .Sra Rushmore
2 .Contrapunto BBDO
3 .McCann Worldgroup España
4 .Proximity Barcelona
5 .Ogilvy & Mather Madrid
6 .The Cyranos McCann España
7 .La Despensa
8 .VCCP Madrid
9 .DDB España
10 .Tandem DDB Madrid
- N=5 Amsterdam
3 .DDB Unlimited
4 .180 Amsterdam
5 .De Vries en Verburg
6 .Overture Advertising
7 .Van Wanten Etcetera
8 .DDB Tribal Amsterdam
9 .Wieden+Kennedy Amsterdam
The Price Range of TV Ads in the World
Prices can range from $5 to $500 per 30-second spot depending on the time of day, channel and viewership.
Prices range from $20 to $400 per 30-second spot depending on the time of day, channel and reach.
Prices range from £20 to £400 per 30-second ad depending on the station, time slot and audience reach.
Prices range from AU$25 to AU$400 per 30-second ad depending on the station, time slot and audience reach.
Prices range from €15 to €200 per 30-second ad depending on the station, time slot and audience reach.
Prices range from €15 to €200 per 30-second ad depending on the station, time slot and audience reach.
Prices range from €10 to €150 per 30-second ad depending on the station, time slot and audience reach.
Prices range from €15 to €200 per 30-second ad depending on the station, time slot and audience reach.
Prices range from SEK 150 to SEK 500 per 30-second ad depending on the station, time slot and audience reach.
Prices range from NOK 150 to NOK 500 per 30-second ad depending on the station, time slot and audience reach.
Prices range from EUR 15 to EUR 200 per 30-second ad depending on the station, time slot and audience reach.
Prices range from DKK 100 to DKK 500 per 30-second ad depending on the station, time slot and audience reach.
13 Poland - Range of prices for a 30 second advertisement are 10 zł (low) up to 120 zł (high). Price depends mainly on broadcast channel/media group (including regional channels), day of week and hour when advertisement is aired as well as quality of production (including voice over).
14 Romania - The price for a TV commercial in Romania fluctuates between 200€ - 1 000€ / min., depending also on the broadcasting network chosen
15 Bulgaria - The prices for a TVC in Bulgaria vary greatly based on two main criteria: broadcast channel/network and production budget (from low budget with local actors or models up to high budget with professional actors). The costs may vary between 1 000€ - 5 000€ / min.,
16 Croatia - The cost for a TV commercial in Croatia varies between 120€ - 900€ / minute, dependent mostly upon broadcast channel/network chosen for airing (average price is about 500€/min).
17 Czech Republic - The cost for a TV commercial in Czech Republic varies between 200€ - 800€ / minute dependent mostly upon broadcast channel/network chosen for airing (average price is around 400€/min).
18 Hungary - The price for a TV commercial in Hungary fluctuates between 200€ - 1000€ / minute dependent mostly upon broadcast channel/network chosen for airing (average price is around 500€/min).
19 Slovakia - The cost for a TV commercial in Slovakia varies between 100€ - 500€ / minute dependent mostly upon broadcast channel/network chosen for airing (average price is around 300€/min).
20 Greece - The cost for a TV commercial in Greece varies between 250€ - 2000€ / minute dependent mostly upon broadcast channel/network chosen for airing (average price is around 800€/min).
21 Estonia - The cost for a TV commercial in Estonia varies between 100EUR–700EUR / minute dependent mostly upon broadcast channel/network chosen for airing (average price is around 350EUR/min).
22 Latvia -The cost for a TV commercial in Latvia varies between 80EUR–550EUR / minute dependent mostly upon broadcast channel/network chosen for airing (average price is around 300EUR/min).
23 Lithuania -The cost for a TV commercial in Lithuania varies between 80EUR–550EUR / minute dependent mostly upon broadcast channel/network chosen for airing (average price is around 300EUR/min).
24 Slovenia –The cost fluctuates between 150 EUR – 1000 EUR /minute based largely on the broadcasting network selected (the average rate stands at 450 EUR /minute).
25 Austria –The costs hover somewhere around 180 EUR up to 860 EUR per spot based largely on what broadcasting network you choose as well as its viewership levels at that particular moment of day or night .
26 Albania - Costs can go anywhere from 40 EUR up to 350 EUR per spot; again this largely depends upon which broadcasting network you choose as well as its viewership levels at that particular moment of day or night .
27 Bosnia & Herzegovina – Costing can go anywhere from 35 EUR up to 250 EUR according to what kind of television network you select; viewership will also have an effect here too.
Benefits of TV Advertising
Advertisements on television provide several distinct benefits over those seen in competing media. We'll take a look at a few of them now:
Mass Medium: TV is an efficient and fast way to communicate with a considerable number of people. Advertisers may reach the most significant potential audience using this method.
Appeal To Everyone: As an example of an advertising medium that can reach people regardless of their reading level, television is a great choice. It's appropriate for audiences of all ages and reading abilities.
Persuasive: TV commercials are persuasive because they employ sight, sound, and action to entice viewers to buy a product.
Emotional Connection: Advertisements on television often appeal to viewers' emotions to get their point through. It's possible to accomplish this goal using songs, pictures, and even narratives.
Quantitative: TV ads have a measurable impact since we can track the results via polls, brand awareness studies, and sales figures. This is useful for ad agencies since it indicates their campaigns’ performance.
Captures attention: Commercials on television are created to attract the audience's attention and keep it for the length of the advertisement. Imaginative use of images, sound, and FX achieve this goal.
Dependable: TV advertisements have a higher credit rating than those on other marketing mediums, such as social media or websites. This is because people automatically associate advertising on TV with the station they are watching.
Brand Identity: Because it enables marketers to demonstrate rather than explain the company's brand to viewers, personality plays a significant role in creating a memorable brand personality.
Drawbacks Of Television Advertising
Marketers should also be mindful of the downsides of television advertising:
Expensive: Television commercials are among the most costly advertising options. This is because creating and airing a high-quality ad costs a lot of money.
Not Targeted: Advertisements on television may be seen by a wide number of people, but they are not usually tailored to a certain demographic. Therefore, marketers will fork out money to target consumers who aren't interested in what they're selling.
Limited Creative Flexibility: Due to time constraints, there is a limit on how imaginative a TV advertisement may be. This might be difficult for marketers who wish to stand out from the mass.
Not Interactive: The one-way nature of television advertising implies that it is not highly participatory. This might make it challenging to engage the audience and motivate them to act.
Effectiveness Bound to Repetition: TV commercials are only somewhat successful until they are shown several times. For marketers, this process may be time-consuming and costly.
Less adaptable: after a TV advertisement has been developed, making changes may be costly and time-consuming. This implies that commercial producers must double-check their work before airing it.
Decreased throughout the last several years: As more and more individuals ditch their cable subscriptions, television's appeal has waned. Consequently, there are fewer potential customers for ads on television.
Television Advertising Trends in the World
- Television advertising continues to be a powerful and effective way to reach consumers around the world.
- In 2020, television ad spending globally is expected to increase by 4% compared to 2019.
- Over the past few years, audiences have become more fragmented due to the rise of streaming services and on-demand content, leading companies to shift their advertising strategies towards TV spots that are more targeted and personalized.
- Companies are now focusing on creating ads that fit more seamlessly into the programming viewers are already watching, as well as taking advantage of new technologies such as programmatic buying that allows for better targeting of ads.
- Smart TVs are becoming increasingly popular across the globe, allowing advertisers to leverage their data and deliver tailored messages to viewers in real-time.
- Video on Demand (VOD) services have become popular in recent years, allowing advertisers to create targeted campaigns with shorter time lengths and more engaging content types such as interactive commercials.
- Mobile TV advertising is another trend gaining traction in many countries, offering a wider reach and greater flexibility for marketers looking to target specific audiences with more relevant messaging.
- Brands are also investing in social media influencers to spread their message and amplify their television campaigns through additional channels such as YouTube and Instagram.
- Advanced video analytics tools are being used to measure the effectiveness of ads, providing insights into consumer viewing habits and enabling companies to optimize their campaigns for maximum impact.
- With competition increasing among advertisers, creativity is becoming increasingly important when creating television campaigns in order to stand out from the crowd and capture consumer attention.
- Social causes have also been featured prominently in television ads recently, with companies using them as an opportunity to connect with customers on a deeper level while also promoting their brand message or product offerings.
- Virtual reality (VR) technology has been used by some companies in recent years, offering viewers an immersive experience that can’t be found anywhere else in television advertising.
- Augmented Reality (AR) has also been incorporated into some campaigns, offering an interactive experience for viewers that helps bring brands closer to potential customers and allows them to engage with products firsthand from the comfort of their own homes.
14 .Companies are increasingly leveraging data-driven insights into consumer behavior when crafting television ad campaigns, allowing them to optimize creative assets for maximum performance throughout the campaign lifecycle .
15 . Interactive ads are becoming more popular due to the ability for viewers to take action directly from within the ad itself, whether it be purchasing a product or signing up for a newsletter .
16 .Voice commands can now be used by viewers when browsing content on Smart TVs which opens up additional opportunities for marketers looking to target specific audiences based on searches or other criteria .
17 .Viewers can now access content on multiple devices simultaneously via ‘second screen’ apps which gives brands another avenue for reaching consumers who may not be watching traditional linear TV shows or movies .
18 .Personalized experiences have become increasingly important when it comes to television advertising , enabling brands to tailor messages specifically towards individual users based on past behavior or preferences .
19 .Data-driven algorithms can help brands identify ideal viewing times for their ads based on historical performance metrics , allowing them to maximize return on investment from each campaign .
20 .Mobile TV apps allow marketers access a much greater audience than ever before , giving them the opportunity to target people who may not even own a traditional TV set .
21 .Companies can now use AI-powered technologies such as facial recognition software and natural language processing (NLP) when creating commercials , making it easier than ever before for brands to craft truly unique experiences that grab consumer attention .
22 .More interactive elements such as polls , quizzes , contests , and games have been integrated into television ads , providing an enjoyable way for viewers engage directly with brands during commercial breaks .
23 .TV spots have become increasingly shorter over time due to advances in technology and viewer habits , forcing advertisers come up with creative ways condense their messages while still getting their point across effectively in limited amounts of time .
24 .Cinematic effects have been used extensively in recent years when creating television adverts , helping brands evoke emotion through visuals while still conveying key points about their products or services quickly and efficiently
25 .Advertising agencies have started using Virtual Production techniques when crafting commercials , combining animation with live-action footage captured at real life locations which makes it easier than ever before develop high-quality spots without having spend large amounts production costs upfront
26 . 360 degree video solutions have been implemented by some brands recently , giving viewers unique perspectives within commercials which creates stronger connections between them and products being advertised
27 .Brands are embracing cross-platform promotions by merging linear broadcast programming with digital platforms like social media , giving them opportunities share stories across multiple channels both before during commercial airtime
28 .Companies are leveraging live streaming capabilities when developing new ad campaigns , giving them chance interact directly with potential customers through real-time conversations which leads stronger customer relationships down line
29 The use of drones has rapidly increased over last several years within television advertising space , providing never before seen aerial shots stunning visuals that leave long lasting impressions upon viewers.
30 Companies have started incorporating interactive elements into actual commercials themselves recent years , enabling viewers take actions such liking Facebook page or downloading app directly from within advertisement itself.
Most Popular and Creative Tv Ads in the World
- Apple’s “1984” commercial: This iconic ad was inspired by the dystopian novel of the same name, and is often credited for inspiring a revolution in personal computing.
- Budweiser’s “Whassup?” commercial: This classic commercial introduced the catchphrase “Whassup?” to the mainstream and provided an entertaining take on everyday conversations between friends.
- Old Spice's “The Man Your Man Could Smell Like” campaign: Featuring the irresistibly smooth Isaiah Mustafa, this campaign made Old Spice a household name and turned men’s body wash into a must-have item.
- Burger King’s “Have It Your Way” campaign: The fast food giant's slogan has become synonymous with customizing your order, and their ads reflect this with humorous scenarios featuring customers getting exactly what they want.
- Geico Insurance's “Hump Day” commercial: This popular ad featured a dancing camel with an enthusiastic attitude towards Wednesday, making it one of the most memorable television commercials of all time.
- Volkswagen's “Think Small” campaign: This iconic ad was instrumental in introducing Volkswagen to the American public and helped make its vehicles more appealing to consumers.
- Nike's “Just Do It” campaign: This long-running ad series encourages viewers to be determined and always stay motivated to reach their goals, helping make Nike one of the most recognizable brands in the world today.
- Microsoft's “Where Do You Want To Go Today?” campaign: This slogan was used by Microsoft in several ads, helping launch Windows 95 as one of the most popular versions of the operating system ever released.
- McDonald's “I'm Lovin' It” campaign: Featuring music from Justin Timberlake, this catchy jingle let everyone know that McDonald's was cool again and helped bring in new customers from all over the world.
- Coca-Cola's “Share A Coke” campaign: This marketing effort customizes bottles with common names so that people can share them with their friends, making it one of the most successful campaigns in recent memory.
- KFC's “India ka KFC” campaign: This commercial emphasized the unique taste of KFC's food and featured celebrities giving their own spin on why they love the company.
- P&G's “Thank You Mom” campaign: During the 2012 Olympic Games, this commercial celebrated moms around the world for supporting and encouraging their children to succeed in sports.
- Sony Playstation's “Double Life” campaign: This ad showed gamers living a double life where they could be anyone or do anything, instantly connecting with gamers around the world.
- Skittles' “Taste The Rainbow” campaign: This iconic slogan from Skittles has become so popular that people use it to describe any item that has an array of colors or flavors.
- Doritos' “Crash The Super Bowl” campaign: For several years, Doritos has encouraged viewers to create commercials for their chips, which have been showcased during the Super Bowl since 2007.
- Visa's “Life Takes Visa” campaign: This catchy slogan was used to promote Visa cards in several ads featuring high-profile celebrities like Kobe Bryant and Tiger Woods.
- Burger King's “Have It Your Way” campaign: This classic commercial featured customers getting exactly what they want while enjoying fast-food favorites from Burger King.
- State Farm Insurance's “Like A Good Neighbor” campaign: This slogan has been used by State Farm since 1971 and continues to remind customers that their insurance company is always there when needed most.
- Pepsi's “Pepsi Generation” campaign: This long-running ad series highlighted how Pepsi can fit into everyday life by featuring popular celebrities like Britney Spears and Michael Jackson in its commercials over the years.
- Apple's “Get a Mac” campaign: This popular ad series features Justin Long and John Hodgman to introduce viewers to the benefits of using an Apple computer.
- MasterCard's “Priceless” campaign: This campaign launched in 1997 and has been used by MasterCard in several ads that show how important everyday moments can be when spending time with family and friends.
- M&M's “Melts in Your Mouth, Not in Your Hand” campaign: This slogan has made M&M's one of the most recognizable candies on the market, and their ads feature humorous scenarios that highlight how their product is specially made for eating.
- Nike's “Just Do It” campaign: This ad encourages viewers to stay motivated and determined to reach their goals, making it one of the most successful marketing campaigns ever created.
- McDonald's “I'm Lovin' It” campaign: Featuring music from Justin Timberlake, this commercial showed how McDonald's had reinvented itself as a modern restaurant chain with delicious food and friendly service.
- KFC's “Finger Lickin' Good” campaign: This slogan has become synonymous with KFC and its delicious fried chicken, reminding customers why they love the fast-food giant so much.
- Taco Bell's “Live Mas” campaign: This commercial encourages people to live life to the fullest while enjoying the flavors of Taco Bell, which makes it one of the most creative ads from the company so far.
- Honda's “The Power Of Dreams” campaign: This iconic slogan was used by Honda in several commercials that showcased how its vehicles are both powerful and innovative machines for everyday use.
- Audi's “Truth In Engineering Campaign”: From luxury vehicles to practical family cars, this campaign aimed to showcase Audi as an automobile manufacturer dedicated to creating quality cars for everyone.
29 Subway's “Eat Fresh” campaign: This catchy slogan is used in several Subway commercials that remind customers of all the fresh ingredients they can enjoy while eating at any Subway restaurant around the world.
Return on Investment (ROI) of TV Advertising in the World
The return on investment (ROI) of television advertising is one of the most important factors for companies to consider when deciding whether or not to invest in this form of marketing. ROI can be calculated by comparing the cost of the ad campaign with the amount of revenue it generates. Television advertising is known to have a higher return on investment than other forms of marketing due to its widespread reach and ability to capture viewers’ attention quickly and effectively.
The television advertising industry has continued to grow over time as companies recognize the potential benefits of investing in this type of marketing. Companies that advertise on television are able to reach a large number of viewers, which can lead to more sales and greater profits. Additionally, TV ads can be tailored to target specific audiences, making them more effective than other types of media. Television ads also increase brand recognition and loyalty, which helps companies build lasting relationships with their customers.
Overall, television advertising offers businesses a great opportunity to achieve a high return on investment. Investing in TV ads gives businesses access to an extensive audience, as well as targeting options that can help ensure that their message reaches the right people. Additionally, TV ads have the power to create lasting impressions with viewers and help increase brand awareness and loyalty over time. With all these benefits in mind, many companies have found that investing in television advertising is an effective way to generate greater ROI.
Television Commercials in the Future
The future of TV advertising is very promising. With the rise of streaming services, advertisers have access to a larger pool of viewers than ever before. Additionally, new technologies such as programmatic advertising are allowing for more targeted and efficient ad campaigns. As these technologies become more sophisticated, TV advertising will become an even more powerful tool for marketers. Furthermore, with the increasing use of connected devices, advertisers will have access to data that can provide insight into consumer habits and preferences, further enhancing the effectiveness of TV campaigns.
The future of TV advertising is also likely to be shaped by the shifting dynamics of the industry. Traditional methods of advertising are becoming increasingly outdated and advertisers must now find more creative ways to engage their audience. This could mean making use of interactive elements such as polls or quizzes, or taking advantage of influencer marketing to reach a larger audience. Additionally, the use of virtual reality (VR) and augmented reality (AR) technology in ads is becoming more widespread and can help create memorable experiences for viewers.
Finally, it is important to note that TV advertising isn’t just about ads – it can also be used to create content that viewers enjoy and remember. This includes partnerships with production companies to create sponsored content, product placement in shows, or even creating original content such as web series. Such strategies can be used to build deeper connections with viewers and make TV advertising an even more powerful tool in the world of marketing.