Presentation on theme: "TV Advertising TV ads Characteristics of good ads Production checklist"— Presentation transcript:
1 TV Advertising TV ads Characteristics of good ads Production checklist Info from helium.comHelium.com. Characteristics of a successful TV commercial[http://www.helium.com/items/ characteristics-of-a-successful-tv-commercial]
2 TV Ads Speak to target market Connects to product PersonallyResearchConnects to productEntertain (or not turn off) everyone elseExpensive – must produce results proportionately greater
3 TV Ads - Examples Budweiser, Kepel&Mata, Argentina Volkswagen, DDB, LondonBarclaycard, BBH, LondonAds from Best Ads on TV [bestadsontv.com]
4 Characteristics of Good Ads – #1 Memorable – stands out“Imprint” on the brain – images, musicOffbeat humourNot annoyingClearly communicatesClient/productWhat it wants you to do
5 Characteristics of Good Ads – #2 Stimulating - visually and verballyConnects to productWithout overshadowingShows restraint – moderationLifestyle > product ... coolCool is subtle, not obvious
6 From the “Core Demographic” Woman, homemaker, 30s with children, works part-time, does most of the buying for the family:Don't make the viewer feel bad about herself.State your prices.Don't use misogynistic ads to appeal to men.Make it all about the product.Don't try to play on the viewer's emotions.Are these points consistent with the others?
7 TV Production Checklist Target market – match TV showDefine your message – few wordsBenefits & features – show and tellGood honest story - touch audienceFunny is difficult but the best are funnyStoryboardsSpend $$ on production