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TV Advertising TV ads Characteristics of good ads Production checklist –Info from helium.com Helium.com. Characteristics of a successful TV commercial.

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Presentation on theme: "TV Advertising TV ads Characteristics of good ads Production checklist –Info from helium.com Helium.com. Characteristics of a successful TV commercial."— Presentation transcript:

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2 TV Advertising TV ads Characteristics of good ads Production checklist –Info from helium.com Helium.com. Characteristics of a successful TV commercial [http://www.helium.com/items/ characteristics-of-a-successful-tv-commercial]http://www.helium.com/items/ characteristics-of-a-successful-tv-commercial

3 TV Ads Speak to target market –Personally –Research Connects to product Entertain (or not turn off) everyone else Expensive – must produce results proportionately greater

4 TV Ads - Examples Budweiser, Kepel&Mata, ArgentinaBudweiser, Kepel&Mata, Argentina Volkswagen, DDB, LondonVolkswagen, DDB, London Barclaycard, BBH, LondonBarclaycard, BBH, London Ads from Best Ads on TV [bestadsontv.com]

5 Characteristics of Good Ads – #1 Memorable – stands out –Imprint on the brain – images, music Offbeat humour Not annoying Clearly communicates –Client/product –What it wants you to do

6 Characteristics of Good Ads – #2 Stimulating - visually and verbally Connects to product –Without overshadowing Shows restraint – moderation Lifestyle > product... cool Cool is subtle, not obvious

7 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?

8 TV Production Checklist Target market – match TV show Define your message – few words Benefits & features – show and tell Good honest story - touch audience Funny is difficult but the best are funny Storyboards Spend $$ on production


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