How to Make a Qualities Of The Successful Commercial Ad

Ads serve a purpose of trying to persuade or convince people to buy a particular product or service. Commercial ads try to use TV as the medium for persuasion. Some companies will pay high amounts of money to create an ad campaign they believe will help to slowly win people to their products or services.

Though lots of money is spent, there is no guarantee that DRTV commercials will have the impact that it was intended to have. TV commercial companies constantly look for ways to create the desired impact on a target audience. Though there isn’t a guarantee, there are certain qualities that make up a good commercial.

Provides Entertainment

Commercials that can entertain people will have a greater impact than the ones that are boring. These ads may have characters that have charisma. One may also find that the characters have attractive features that make you want to keep watching them. The cast in the commercial is talented and they may have an ability to dance or sing well.

If it’s an animation, the characters really make a good impact on the audience. It could be that the special effects or graphics are really enjoyable. UK TV commercial production companies realize that entertainment is a key quality. There are many casting studio London centres that produce various DRTV commercials with these qualities. Though a commercial may have a good impact, advertising companies will suggest to clients to rotate ads so that it changes.

Bright and Imaginative

Some of the best commercials will be very clever. When you watch the commercial, it really makes you think or may make you aware of something that you didn’t originally think of. In fact, some campaigns are not even designed to be understood. Rather to provoke thought and a lasting impression. Those commercials that lack the intelligence and clever factor stand the risk of being avoided completely. Viewers may decide to change the channel or turn off the TV completely.

Some of the techniques used by some companies are to use well thought out dialogue between characters. Others will use well thought out sequences to make the target audience ponder.

Has an element of allure

Everywhere you turn, you probably see images of attractive people and clothes in different forms of advertising. Physical attractiveness is definitely a quality that sells. This doesn’t mean that one has to show graphic or inappropriate images. A commercial can just hint at sensuality to sell some products or services.

It’s catchy

Those commercials that leave a lasting impression on viewers usually have catchy phrases or jingles. When commercials have catchy lines, people remember the commercial long after it has ended. Commercials like these may use subtle humour as well.

This technique is very successful because it’s just like listening to your favourite song on the radio. People may not always know the title of the song at first but they remember a line in the song. Eventually, they find out the title of the song after hearing the same song over and over. This is the same idea for a commercial that has a catchy jingle or phrase.

 

Has an element of humour

When all else fails, make them laugh. Laughter has healing qualities and will help relieve one’s stress levels. Many advertising agencies implement this technique in many of their advertising ads and campaigns. There have been detailed psychological studies that have documented the effects that humour has with the power to persuade. Often, these are also the most memorable campaigns that stand the test of time.

Best Tips on Choosing an Energy-efficient Television

Shopping for a television can be exciting. But with so much technical information to take care of, choosing the right one can sometimes become a daunting task. Nowadays, televisions are getting bigger and better. They are displaying sharper images, and boast of superior sound quality. In short, currently, televisions are offering the best TV viewing experience.

The box-shaped old generation televisions, that used cathode ray tubes have almost become obsolete, and have been replaced by their flat-screen counterparts. However, these sleek TVs gobble up a large amount of energy, and if you make an ignorant purchase, then be ready to expect a hefty energy bill.

Generally, people choose a TV on the basis of a few parameters. Preference is normally given to the size of the screen, picture quality, price, and sound clarity, in no particular order. While these parameters are useful, the one that is important and often ignored is energy-efficiency.

Some tips to look out for, when choosing an energy-efficient television, are given below:

Type of Technology

There are three types of TVs available today; Plasma, LCD, and LED-backlit LCD. According to the amount of energy they consume, it can be said that plasma is the least energy-efficient, followed by LCD and LED-backlit LCD. Before we take a look at the details regarding energy consumption, it is important to note that energy consumption of a TV, besides the screen size and technology, will also depend on the number of hours the television remains switched on.

Plasma TV is the least energy-efficient, and uses around two to three times more power than an LCD. A 32-inch plasma TV will use around 125 watts/year, 42-inch will consume around 188-464 watts/year, and if the screen size is between 50 to 56 inches, then the power consumption will be between 191-474 watts/year. This, in spite of the fact, that current Plasma TVs are more energy-efficient than their older versions.

Energy consumption figures for LCDs indicate that a 32-inch screen will consume about 98-156 watts/year, a 42-inch screen will consume around 91-236 watts/year, and if the screen size is 50 to 56 inches, then it is believed to consume 210-322 watts/year.

A 32-inch LED-backlit LCD TV may consume around 50-95 watts/year. A 42-inch model may consume around 80-155 watts/year, while, 50 to 56 inch LED-backlit TVs can consume about 100-210 watts/year.

The figures indicate that LED-backlit LCDs consume around 70% lesser power than plasma TVs and 30% lesser than LCDs.

The figures mentioned above are obtained from CNET TV Energy Efficiency Guide

Size of the Screen

Bigger-sized flat-panel TVs consume more energy than smaller-sized flat-panel ones. Another point to be remembered here is that, the prices of plasma TVs are reducing, as more and more people have started opting for LCDs and LEDs. Due to this reason, a larger plasma television is available at the price of a smaller LED.

But don’t fall into the trap, where you may think, “Why not opt for a bigger screen if I’m getting a 40-inch plasma at the price of a 32-inch LED?” Remember! The plasma consumes more power, and if it is of a bigger size, it is bound to give you a bigger energy bill.

Check the Energy Guide Label

Since 2011, the FTC has required that every TV display a yellow and black Energy Guide Label. The label estimates the cost of running that device for one year. The numbers are derived assuming a fixed price of electricity and daily usage in number of hours. The label also estimates the yearly electricity use of that particular model in watts.

While the Energy Guide Label serves as an indicator of energy consumption in the United States of America, in many other countries, Energy Rating Label (ERLs) are used.

Knowledge About Technology Can Help

A plasma television uses gas (Xenon and Neon) to form a pixel. As electricity excites the gas, it turns into plasma. In the plasma state, electrons of the gas emit ultraviolet light rays that falls on the red, blue, and green phosphors, and develops the colors of that pixel.

In an HD plasma, there are 3,000 pixels. The images are more bright and vivid. It provides a wide viewing angle and can handle fast motion images in a better way. The plus is that it offers better energy-efficiency than the CRTs, but the minuses are plenty.

They are heavy! If you want to wall-mount them, be careful, and make sure that the supporting aids are strong enough. Plasma TVs generate a lot of heat, they tend to become hotter when running continuously, and have small fans mounted on them to draw air, to keep them cool.

LCDs (Liquid-Crystal Display) use the capacity of liquid crystals to modulate light. The liquid crystals do not emit light directly. The light is produced by a series of cold cathode fluorescent lamps (CCFLs). These CCFLs are very efficient. Thus, making the LCD’s a better option than plasma screen TVs.

In an LED-backlit LCD, the cold cathode fluorescent lamps (CCFLs) are replaced by LED-backlighting. This replacement helps to reduce the energy consumption even further, and still provide better contrast and brightness. It retains the color range the CCFL LCDs can offer, and also provides a rapid frames per second frequency with amazing image rendering.

LED-backlit LCDs also have longer life and can be made super-thin. They generate significantly less heat while running, and are lighter in weight than a CCFL-powered LED. But the one point that may deter many from opting for it, ‘they are a bit pricey’. But I think that’s justified, because in the long run, the maintenance costs and monthly bills would be considerably less.

A general thumb rule would be to check the specifications, and look for the golden words ‘uses less than 108 watts of power’. However, buying an energy-efficient television is only half the job done in your quest to cut down on your electricity bills. It’s important that you pay heed to small measures to save electricity, such as unplugging the device from the wall socket when not in use. This will at least save 10% of your annual bill. So, go ahead and choose an energy-efficient television set and take your own little step in conserving the environment. It will prevent the leaking electricity from increasing your bill.

Finding Controversial Television Advertising

Television advertising is generally a thirty-second audio-visual clipping telling us the features and advantages of a particular product. Since the time span of an advertisement is so limited, its content needs be exciting, catchy and short, but at the same time must get the point across immediately. However, in this process advertisers sometimes tend to include debatable content – what may be passé in one country may be blasphemy in another. This is one of the main reasons why even multinationals seldom keep the same advertising content across countries, leave alone continents.

In the field of television advertising, controversies can be caused due to various factors. Some of them are as under:

Politics
With the advent of 24×7 news channels in the recent past, the media is full of political news feeds from all over the world. Most people across the globe love to watch these channels after a tiresome day and hence possess knowledge of the happenings in the political sphere of the world. Advertisers often attempt to take advantage of this and base the content of their advertisements on important global political events so that viewers get attracted towards the ad and eventually towards the product. However, using such content in advertisements can lead to great controversy.

Gender and Race
Gender and race are two other factors making numerous advertisements controversial, alongside religion. Ads portraying women as the weaker sex, or depicting men and women in a clichéd manner, often tend to create controversies. On the other hand, advertisements having racist comments/content are bound to create an uproar in the media, as it is racism is a criminal offense in many countries.

Eroticism
Sex has always been a matter of controversy, even in print media. The television, a form of audio-visual media, goes one step even further. Adverts having sexually explicit content may succeed in seeking viewers attention but may have an adverse impact on underage children who might be watching TV at that time. Moreover, open discussions about sex are more often than not considered taboo in many cultures around the world.

Physical Traits
Many advertisements directly target physical traits of people in order to convince consumers how their products are useful. Such advertisements generate controversy for hurting the sentiments of people relating to their physical appearance.

Sexual Inclination
Some advertisements, in order to grab attention and capture market use content depicting same-sex relationships. While in some countries, such as France and Australia, sexual affiliations have a legal standing, they are considered immoral or a taboo in many other cultures.

Unethical Products
Advertisements of morally objectionable products such as tobacco, cigarettes and alcohol has always stirred up controversy. The basic controversy is against the promotion of these objects because they are known to cause harm to their regular users in the long-run. Moreover, many times, these advertisements have immoral content which add to the controversy.

History
Sometimes, advertisements portray serious history in a very comical and farcical way. People and nations tend to be sensitive about their history and respect it. Depiction of important historic events and happenings in a humorous manner may not be taken positively and this creates controversies.

Famous People
There are many advertisements that feature or dramatically represent famous personalities and public icons or important figures in order to grab the attention of the viewers or focus on their products. A large number of such advertisements land up in trouble creating huge controversy as people sometimes take an offense about content against their icons whom they admire.

Abuse/Exploitation
There are a lot of commercials that contain disheartening matter on issues relating to child abuse, domestic violence, animal exploitation and other forms of abuse as well. Though many of these ads are public awareness campaigns relating to such issues, the scenes they depict can often be very disturbing.

Although controversial advertising is said to disturb people at the most, there are other ads that have raised the heckle of consumers. False advertising stands high on this list. It happens when a company makes false statements, in a deliberate manner, in order to generate consumer interest and therefore, gain revenue.

Religion
Religion, the set of values directing people’s lives, is the weak point of most people across continents. Anything that viewers think is offending their religious sentiments becomes a subject of controversy that stirs up the entire community and eventually the nation as a whole. Moreover, if an international ad contains any such religiously offensive matter, it may snowball to a very big controversy.

Famous Controversial Advertisements

As seen above, controversy in television advertising can be caused by anything from religion to general opinion. Some commercials generate controversy just by being there, for instance the Crazy Frog advertisement which was broadcast on Belgian Television. Some parents complained that the frog in the advertisement appeared to have genitalia, while some others complained about the frequency of the advertisement.

Controversial advertising does have its returns as well as pitfalls. While many companies may be asked to pay a fine if their ads are deemed to be controversial, there have been cases where the person responsible for the commercials has been jailed. For example, a few years ago, an in-house advertising idea caused employees of a bank to be put into prison. Their ad copy said that they wished to search for terrorists who could give them the most number of victims for their insurance policies. On the other hand, there have also been cases wherein the censoring authorities such as the Advertising Standards Authority (ASA) have implied certain restrictions and continued airing the ads.

Tips on Making an Effective Television Advertisement

According to researches, an average American watches television for about four hours everyday! This in itself points out to the huge potential this medium holds for advertising a company’s products and reaching the target customers. Increasing product sales and awareness about a company is indeed possible through television commercials, provided they are catchy, simple, creative and short while keeping the below given tips on enhancing TV advertising effectiveness in mind.

Tips for Making an Effective Television Advertisement

Keep it Short and Crisp
The success of any advertisement depends to a large extent on how well its script has been written. An effective way to write the script for a television commercial is to keep the language simple and the sentences short and hard-hitting. The script should be written in accordance to the air time that has been bought. The main motive of the script is to put across the message to the possible customers in the stipulated time. So, make sure that your script is able to deliver the same.

Make an Emotional Appeal
Researches have shown that an emotional appeal any day works much more than a rational appeal. So, through the television commercial, touch the heart of your target customers. Putting people in the advertisement as opposed to just the products that you are selling, will have a greater impact. Make the advertisements seem real, by having the people in the advertisement use the product or carry on any other activity, rather than just coming in front of the camera and smiling!

Get Professional Help
To enhance your TV advertising effectiveness, hire a production company to script, write, shoot and edit the advertisement in a professional manner. Visit various television production companies, see their past work, negotiate for the best prices and then choose the one which fits your requirements. However, even if you hire a production company, remain involved in the whole process of creating an advertisement and give your inputs whenever needed.

Tell a Story
Shoot the video for the television commercial as if you are telling a story. Do not end up taking a number of shots and then putting them together randomly, just because you want to display as many company products as possible! Instead, tell a story, both visually as well as verbally, so that the audience gets a clear idea of what message you are trying to convey, even if they are in the other room and are only able to hear that advertisement or if they are simply watching the advertisement on a muted television! Also, the video of the television commercial should totally match the script.

Call to Action
Remember to include the “call to action” in your commercial. In simple words, “call to action” means providing proper contact information to your potential customers, through the advertisement, so that they know where to place an order for the product or visit the company’s website or to call up, in case they want some additional information on the company as well as the product that is advertised. Thus, a good advertisement should contain the address of the website, phone number and physical address of the business.

Be Honest and Original
When making an advertisement, there are two things that you should steer clear of. First is making false claims about what your product can deliver and the second is making an advertisement similar to your competitor. In short, to enhance TV advertising effectiveness, be honest, unique and creative. Also, maintain some sort of consistency in your advertisements so that people start recognizing it. For this, you can either keep the jingle same or use the same colors or employ any other method which you feel will grab and keep the attention of your possible customers.

Time it Right
Once the advertisement is made, schedule it properly, so that your target customers are able to see it. So, choose the television stations as well as programs for displaying your advertisement, which your potential customers are most likely to watch.

With these TV advertising tips, any company can make good, effective television commercials, which can contribute a lot towards enhancing its sales and profits. When it comes to television advertisements, simplicity, emotional appeal, a good story, creative shooting and sharp editing is the key to success!