Post on 07-Apr-2018
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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.
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