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Chapter 11

Chapter 11. Types of Television Commercials. Award-winning local TV spots Visualize what the spot will look like when it’s on the air … use a storyboard sketch. Write video or audio first?

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Chapter 11

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  1. Chapter 11 Types of Television Commercials

  2. Award-winning local TV spots • Visualize what the spot will look like when it’s on the air … use a storyboard sketch. • Write video or audio first? • Write the visual portion before you write the audio portion. If video portion carries the message by itself, you have a good television spot. Audio can be added as needed.

  3. Choosing the Approach • What is the approach? • A blueprint for presenting the message. • What is hard sell? Examples? • What is soft sell? Examples? • Approaches may overlap .. in all cases, product name must be clearly identified, reinforced.

  4. The Problem-solution approach Examples? • Problem must be believable … product must be a natural, realistic solution to the problem … should show user enjoying benefits or achieving satisfaction. Demonstration Approach • Draws on TV’s greatest strength … Examples? • Use close-ups and extreme close=ups … if possible, show demonstration from beginning to end, avoid cutaways … keep message simple and direct … visual portion alone may be strong enough to carry the spot by itself.

  5. Situation approachSlice of life, tells a story Examples? • What makes it work? Must be logical, believable, easy to follow … must be plausible … product should solve the problem … show a beneficial result. Spokesperson Approach • Must spokesperson be a celebrity? • No, may be a satisfied product user … Examples? • Mention product name frequently … do not allow spokesperson to upstage the product.

  6. Product-as-star approach • Product displayed prominently, lovingly, glamorously … Examples? • Hard sell or soft sell? • Usually soft sell • Long shots, medium shots, or close ups? • Close ups • Show happy, satisfied users.

  7. Direct-response approach • Viewers order product directly from the advertiser. • Per-inquiry: television station or cable system paid for each response. • Hard sell or soft sell? • Hard sell • Trying to appeal to impulse buyer … repeat the phone number at least three times.

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