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!
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