Above Average Commercials
How will you advertise our brand on Television?
Above Average Commercials
David Ogilvy, the father of advertising, once said “When I write an advertisement, I don’t want you to tell me that you find it creative. I want you to find it so interesting that you buy the product”.
In order to change people’s brand preference, marketers need to advertise their product using video commercials. There is a total of 10 different kinds of commercials which are above average in their ability to change people’s mind. These are the following:
1. Humor: “People do buy from clowns”. A factor analysis reveals that Humor can also sell the products. But, the commercials need to be very funny.
2. Slice of Life: In these commercials, one actor argues with another about the merits of a product. Then, in the end, the doubter is converted and agrees that your product is better than mine.
These are most common ways marketer use. But, these were around for so long in the fashion that usually people get bored from this. So, marketers have to use some creativity to sell the product through these commercials.
3. Testimonials: These commercials show loyal users of the product testifying as to its virtues. A fake interviewer tries to find fault in the product and the loyal user defends it with far more conviction than he would do if you normally ask him.
The performance of both must be amateurish so that it looks real.
4. Demonstrations: It shows how well your product performs. These are above average in their ability to persuade. Marketers have to take care that demonstrations must not be dull.
5. Problem Solution: You first show the viewer a problem with which he or she is already familiar. Then you show them how your product can solve it.
6. Talking heads: The commercials in which some pitchman extolls the virtues of a product. Generally, agency people don’t like their product to get advertised through this way, but advertisers find it above average to market the product.
This method is appropriate for “announcing the new product”. It works best with an influencer.
7. Characters: In these types, a character is used to sell the product. Sometimes the character becomes the living symbol of the product/brand.
8. Reason why: Commercials which give some reasons why they should buy this particular product are successful to increase the visibility of the product.
9. News: commercials which contain news are found to be above average (like using baking soda to keep refrigerators smelling sweet). But these are used rarely by the marketers.
10. Emotions: Commercials with a large content of nostalgia or emotions are the most successful in selling a brand for a long time. There are a lot of benefits for the brand if a marketer is able to connect his product with consumer sentiments. These benefits can be an effective sale or a long-term brand affiliation.
https://www.youtube.com/watch?v=Gly0nA8Z6os
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