How to Make TVC That Sells

8/3/2019 How to Make TVC That Sells

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How to make TVC that sells?


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Commercials with aboveaverage ability to change brand

preference Humor Slice of life Testimonials Demonstrations Problem Solutions Talking Heads Characters

Reason why News Emotions


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Commercials with below averageability to change brand

preference Testimonials by celebrities Cartoons

Musical Vignettes


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Sixteen Tips

1. Brand identification People remember the commercial but

forget product

Two ways to register brand nameUse the name within first ten seconds.

Play games with the names. Spell it.

2. Show the package3. Food in motion


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4. Close-ups

5. Open with fire

6. When you have nothing to say, sing it.

7. Sound effects

8. Voice-over-on-camera?

9. Supers

10. Avoid visual banality

11. Change of scenes12. Mnemonics

13. Show the product in use


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14. Everything is possible on TV15. Miscomprehension

16. The Great Scandal


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Radio-The Cinderella medium

Four factors for efficacy of radiocommercials

Identify your brand early in thecommercial.

Identify it often.

Promise the listener a benefit early in thecommercial.

Repeat it often.

Surprise them, arouse their

curiosity,wake them up


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ADVERTISING

CORPORATIONS


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Corporate Advertising-a profitableinvestment.

Makes good impression on investment

community. Du Pont ran corporate advertising for 47

years


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Problems

Considered as unnecessaryinvestment.

Most corp. ads are distinguished by

self serving and flatulent pomposity. Punchlines appear at bottom.

Ads confined to magazines and

newspapers. Alphabet soup-Dont change

companys name to initials.


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Can advertising influencelegislations? Corp. advertising to influence public

opinion on issues like energy andnationalization.

Businessmen portrayed as foolish,greedy & criminal.

Senior executives are unaware ofactivities in liberal community.

E.g.-Weyerhaeuser used TVC fordemonstrating responsibility towardsnature.


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IBMS involvement in peoples

daily lives


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Advertising with a purpose to influencepublic opinion is more likely to besuccessful if it follows these

principles. If the issue is complicated, and it almost

always is, simplify it as much reasonablyas you can.

Present your case in terms of the readersself interest.

Disarm with candor

Give both the sides of the issue.


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Know who your target is?

TRY TO ADVERTISE ON TELEVISION AS

IT IS THE BACKGROUND ON WHICH

PUBLIC OPINION IS FORMED


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How to advertise foreign

travel


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Man behind Come to Britain, Come toU.S etc.

Drew lot of political flak for Come to

Britan project. People want to see only the places they

want to visit.

Americans considered Britain as a historicalnation.

Europeans wanted to see Grand Canyon,Cowboys etc.


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Advertising should be designed toplant a long term image in peoples

mind but also can be used ad hoc to

solve temporary problems.


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Important factor in success of tourismadvertising

the subjects one chooses to illustrate.

Choose things that are unique to thecountry.

In case of less known country, give peoplea lot of information.


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Tourism advertising works well inmagazine but it works better in T.V.

Charms work well in advertising.

Use local language in ads.


27/27Thank You

How to Make TVC That Sells

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