Is Increased Advertising Time Harmful?

Spain, as well as other countries such as Italy, is using "telepromotions," extended advertisements that are made to look like TV programs, to build additional revenue for both the country and the TV stations. While it eventually becomes clear that it is an advertisement, a combination of cheap production values and a potential decrease in the amount of actual content offered by the station leads some advertising experts to believe that telepromotions can be harmful to advertising as a whole. While some companies, such as P&G, have been able to effectively use these extended advertising spots in a productive way, telepromotions are usually created by the TV station itself, rather than an agency. This creates an incentive for the station to produce the telepromotion at the lowest cost, regardless of the quality of the final product. Despite this decrease in quality, there is still an argument that increased advertisement leads to increased consumption.

To read more about these telepromotions, as well as the legal issues involved, read the full article at http://adage.com/globalnews/article?article_id=141789