TV Advertising

Advantages of Television

§ Reach§ Largest benefit to this medium is it’s ability to communicate with a

large audience. 96.7% of American households own a television, that equals to 300 million Americans with access to TV

§ Mass Appeal§ Perfect opportunity to take advantage of a specific market

§ TV ads work well to attract attention, generate awareness and establish preference for products and services, says Lin Grensing-Pophal, author of "Marketing With the End in Mind."

§ Multi-sensory appeal

• Creative messaging with jingles & slogans

• People are reading less, watching more, of everything!

• Strong impact with audio & visual effects creates lasting impact

• TV ads can capitalize on major holiday’s, sales and broadcasted events

Advantages of Television

Disadvantages of Television

• Highest production costs of any other media

– Production cost can range between $200,000-more than $1M for each commercial. Airtime cost is equally as expensive ranging from $200,000-$400,000 for a 30-second slot

• Unless you’re a big company you can’t afford to advertise in any of the primetime spots

• The audience size is not assured• Viewers think that commercials

are a nuisance and find ways to avoid it

{Class discussion} What do you like or dislike about the following commercials?

Mystery Brand

Audi

Chobani

Nike

Storyboard

• Television commercials require a storyboard before production

– Convenient method of showing a moving sequence without the expense of filming

• A story board is a series of that show the sequential visual scenes and the matching copy for the commercial.

Storyboard

• Draw a series of boxes, knows as frames

• Sketch a scene in each frame. Use enough detail that it depicts where elements and actors are when the copy is heard

• Write the words to any dialogue or voice-over below each frame.

• Film it!