TV advertisement is the biggest form of advertisement in the world. On average, we know spend more than a day (26 Hours) a week watching broadcast TV. We know view more than a hour longer of TV commercials than we did 10 years ago. With such a wide audience TV advertisement is expensive. For an advert in 2010 Britain's Got Talent it would have set you back £250,000 for a 30 second ad. It is therefore imperative for companies to make an effective advert in order to make such an investment worthwhile. A good advert will be worth the investment and increase sales. The Cadbury's Gorilla advert helped to increase annual sales for Cadbury by 5%.
A good TV advert uses the same philosophy as any good advertisement. A standard 30 second advert has slightly longer to impress than most other forms of advertising but is still not a long time for advertising companies to work with. It is therefore important to get the message across quickly but give the consumer time to absorb the information.
A good TV advertisement has to interest the public. If an ad fails to spark a human interest the message is likely to have little or no interest to the consumer. This human interest may be in the form of engaging the viewer by giving them something to relate to. For example it could be a situation they often find themselves in. They would then relate to this advert and the product it is advertising.
Some adverts are product orientated some are consumer orientated.
Product orientated adverts often show off their product, describing its features and what makes it unique from everything else on the market. Product orientated adverts are usually technology products where the company is trying to stand out from the competition.
Consumer orientated adverts are based on the consumer. Usually used for advertising services showing the effect on the customer that a particular product or service will have. Charity advertising is consumer orientated playing on the emotions of the consumer.  |
| An example of a well executed humorous advert |
Many adverts use the humour element in order to catch the viewers attention. A well executed humorous advert will be remember able when it comes to buying a particular product. Also they will achieve additional advertisement through word of mouth as funny adverts get people talking. However if a humorous advert isn't executed well then it can have an adverse effect and possibly cause viewers to avoid a certain product. As the picture to the left shows people want to see a good advert. Over 50million people have made the effort to view this advert on YouTube. Many of these will have seen the advert before but a minority may encounter this for a first time whilst on YouTube. This means that a good advert acheives a much wider audience.
Celebrity endorsement is another way of achieving a good advert. Using a role model for the public makes the viewer believe that if this product is good enough for them its good enough for me. Most health care and beauty products use a celebrity to help with promotion. This helps to convince the viewer to buy the product by making them believe that they will become as good looking as their celebrity counterpart.
Finally adverts don't have to be entertaining to be good. Adverts that are meant to provoke and annoy are going on the principal that there is no such thing as bad publicity. Many adverts, such as the GoCompare adverts, annoy the viewers however when it comes to needing their service they will think of that brand as it is remember able. In these cases the adverts have served its purpose however there could be occasions where consumers boycott the service due to its advertisement. In the case of Benetton after their controversial series of advertisements the Daily Mail called for its readers to look elsewhere so these types of adverts are potentially risky.
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