Television enables you to reach your targeted audience and influence consumer perception with emotion, sound and dynamic visual images.
The following information is offered to help you maximize the effectiveness of your television advertising message.
TIP 1: It All Starts With A Great Concept.
The concept is the story or manner that conveys your advertising message within the commercial format. Before a concept can be developed, it is critical for you to consider the following:
A) Specific Advertising Objective – What do you hope to accomplish? What KEY MARKETING CHALLENGE are you trying to resolve? For best success, it needs to be focused to a single objective.
B) Your Expectations – What does reaching your “advertising objective” look like? How will you measure success?
C) Your Target Audience – Are you trying to reach a specific market segment?
D) Is Your “Advertising Goal” Long Term Or Short Term? – Consider the use of multi-commercial campaigns to keep your message fresh and relevant in the minds of consumers. The more a commercial strategically targets your audience, drives urgency and supports a consistent message, the greater chance it has of success.
TIP 2: Key Points To Consider When Conceptualizing.
- Keep It Focused – One marketing objective per message, simple is best. The more you tell people, the less they remember.
- It’s All About The Consumer – Appeal to your target consumer’s point of view, not the advertiser’s. Use ordinary, everyday words/situations that the consumer can relate to.
- Concepts Sell, Products Alone Don’t – Make them want it, not just what it does. The consumer needs to want to purchase the item/service before they are ready to find out how. Save the details for the end.
- Credibility Is King – Use facts, not boasts. Eliminate overused superlatives and expressions. Not only does it dilute the message, it makes the target consumer feel you don’t have anything of substance to offer.
- Be Specific, Be Urgent – Tell the viewer exactly what you want him/her to do, and how to do it. After motivating them to want the product/service, ask for the sale. Give the viewer a reason to act now, not later. Consider the use of time specific offers.
- Show It Rather Than Say It – Show the consumer how it will benefit their life. Talk can be cheap.
- Support The Goal – The primary goal is to influence behavior and/or generate action. If it doesn’t support this goal, then it shouldn’t be used.
