Effective TV advertising and selling techniques

Adverts must reach both sides of the brain !!!

Emotion and long term memory

TOP selling techniques- Brand Engram and Hardwiring

• Association and repetition of this association lead to hardwiring

TOP selling techniques- Mirroring • Mirror neurons are also the root of our ability to empathise with

those around us - they are the reason why we yawn when others yawn, find laughter infectious and cry at sad films.

• Used in many types of ‘sales’• Closely related to emotional impact• Master card arrivals• http://www.youtube.com/watch?v=8TMhP8PRwKs

• Analyse this advert- How do they make people relate to this advert/ how do they create emotion/ how do grab your attention

TOP selling techniques-Music

TOP selling techniques-Emotional response

• John Lewis• Always a woman• http://thinkbox.tv/server/show/ConCaseStudy

.1705• Go to this site and make some notes on their

analysis of this advert

Case studies

• Phillips Shaver range http://www.visit4ads.com/advert/Philips-Shaver-Range-Robot-Philips-Shaver-Range/48655

• Use the handout (apl shared/lpinnell) and make notes with screen grabs about this advert

The Best TV Ad Ever?

• 118 118• http://www.youtube.com/watch?v=0Fdo6Nup

Zsg• Analyse this advert with screen grabs

118 118 study

The Perfect Brand?

Radion

• Discuss and make notes on this advert• Shot by shot analysis• Denotation- what is happeneing/what you see

& Connotation- the implied meaning of this• Think about colours, soundtrack, voice over

and how this relates to the product

• http://www.tellyads.com/show_movie_vintage.php?filename=VA0498&advertiser=Radion

Rimmel cool shine ad

• Complete shot by shot analysis with denotation and connotation

• Think about structure and other selling techniques

• Think about the values Kate Moss brings to the brand and what values she brings to Boots

• http://www.youtube.com/watch?v=NIhRChkifns