Advertising Management Assignment

Analysis of 6 TV Advertisements

Table of Contents
Sl. No.
I II III I! ! !I !II !III I5 5 Introduction Advertisement 1 Mountain Dews Bad Cheetah Ad Advertisement 2 Kinetic Blaze Introductor Ad Advertisement " #illettes Cham$ions Ad Advertisement % &r'it (hite Chewin) #um Cow Ad Advertisement * !I+As ,ierce Brosnan Ad Advertisement - +ur. /0cels Ad 1Brother 2 +ister Duo3 4! Advertisin) Advertisin) +uccess Conclusion

Topic

Introduction
A television advertisement or television commercial is a s$an o. television $ro)rammin) $roduced and $aid .or ' an or)anisation that conve s a messa)e6 Advertisement revenue $rovides a si)ni.icant $ortion o. the .undin) .or most $rivatel owned television networ7s6 4he vast ma8orit o. television advertisements toda consist o. 'rie. advertisin) s$ots9 ran)in) in len)th .rom a .ew seconds to several minutes 1as well as $ro)ram:len)th in.omercials36 Advertisements o. this sort have 'een used to sell ever $roduct ima)ina'le over the ears9 .rom household $roducts to )oods and services9 to $olitical cam$ai)ns6 Man television advertisements .eature catch 8in)les 1son)s or melodies3 or catch: $hrases that )enerate sustained a$$eal9 which ma remain in the minds o. television viewers lon) a.ter the s$an o. the advertisin) cam$ai)n6 +ome o. these ad 8in)les or catch:$hrases ma ta7e on lives o. their own9 s$awnin) )a)s or ri..s that ma a$$ear in other .orms o. media9 such as comed movies or television variet shows9 or in written media9 such as ma)azine comics or literature6 4hese lon):lastin) advertisin) elements ma there.ore 'e said to have ta7en a $lace in the $o$ culture histor o. the demo)ra$hic to which the have a$$eared6 Advertisin) a)encies o.ten use humour as a tool in their creative mar7etin) cam$ai)ns6 In .act9 man $s cholo)ical studies tried to demonstrate the e..ect o. humour and indicate the wa to em$ower advertisin) $ersuasion6 Advertisin) a)encies o.ten use humour as a tool in their creative mar7etin) cam$ai)ns6 In .act9 man $s cholo)ical studies tried to demonstrate the e..ect o. humour and indicate the wa to em$ower advertisin) $ersuasion6 Des$ite the $o$ularit o. some advertisements9 man consider them to 'e an anno ance .or a num'er o. reasons6 4he main reason ma 'e that the sound volume o. advertisements tends to 'e hi)her 1and in some cases much hi)her3 than that o. re)ular $ro)rammin)6 4he increasin) num'er o. advertisements9 as well as over$la in) o. the same advertisement are secondar anno ance .actors6 A third mi)ht 'e the increasin) a'ilit to advertise on television9 $rom$tin) ad cam$ai)ns ' ever one .rom cell:$hone com$anies and .ast .ood restaurants to local 'usinesses and small 'usinesses6 ;rom a co)nitive stand$oint9 the core reason $eo$le .ind advertisements anno in) is that the advertisements o..er is not o. interest at that moment9 or the $resentation is unclear6 A t $ical viewer has seen enou)h advertisements to antici$ate that most advertisements will 'e 'othersome9 $rom$tin) the viewer to 'e mercilessl selective in their viewin)6 Conversel 9 i. an advertisement stri7es a chord with the viewer 1such as an ad .or de't relie. shown to a viewer who has received a late notice in the mail39 or has entertainment value 'e ond the 'asic messa)e9 then viewers tend to sta with the advertisement9 $erha$s even loo7in) .orward to viewin) it a)ain6

Facts and Figures of Television Advertising 2004-2008

Count of Advertisers and Brands.

4he num'er o. advertisers needed to $romote the 'rands has steadil )rown at a hi)her $ercenta)e than the num'er o. 'rands9 themselves6 In the $eriod s$annin) 2<<% to 2<<=9 the advertisers outnum'ered the com$anies6 4his )ave the com$anies a choice o. advertisers so as to )et the 'est deal and the 'est advertisin) strate) 6 >owever9 in the last ear9 the num'er o. 'rands .ell6 4his is due to man reasons includin) recession9 in.lation and vi)orous com$etition6 As the num'er o. com$anies in the mar7et started to .all9 so did the num'er o. advertisers6 4he advertisers are hi)hl de$endent on the com$anies to )enerate contracts and hence9 revenue6 In most com$anies9 althou)h the have a se$arate advertisin) de$artment9 the )enerall outsource the creative wor7 to advertisin) a)encies6 4here.ore9 when the com$anies .ace a ti)ht .inancial situation9 the )enerall cut 'ac7 on their advertisin) e0$enditure6 4his directl im$acts the advertisers9 whose sole occu$ation is the $rovision o. advertisements6 4hus9 we can see a stee$er .all in the num'er o. advertisers to a )entler .all in the num'er o. 'rands6

Average ads/day on a channel.

4he medium o. 4! advertisin) has seen ra$id )rowth in the $as cou$le o. ears6 4! shows have started to invite more advertisements than 'e.ore6 (hile there were onl 1?= advertisements in 2<<% that served as .illers durin) commercial 'rea7s9 as o. 2<<=9 that num'er rose ' almost %*@6 4oda 9 advertisements are not considered se$arate .rom the show timin)s9 'ut are clu''ed with the shows and are ta7en .or )ranted6 (hat can also 'e seen ' the )ra$h is9 with a decrease in the num'er o. 'rands and the corres$ondin) .all in the num'er o. advertisers9 the num'er o. 'rea7: time .illers has also come down in the last ear6 (ith .ewer 'rands and even .ewer advertisers9 the num'er o. advertisements that .eature in commercial 'rea7s has also 'een im$acted6

Advertisement 1 Mountain Dews ad C!eeta! Advertisement

4his is a cam$ai)n that has con.ined itsel. to 'arel three commercials6 4he common thin) in all these commercials is the )rou$ o. 'o s out on a sa.ari6 4he are )enerall roamin) a'out shoutin) : Do the Dew! Aet us anal ze one o. the advertisements6 4he commercial shows a cheetah runnin) in all its )usto9 and one o. our models .ollowin) it on a 'ic cle6 ;inall 9 the lad 8um$s on the cheetah and tra$s him6 4hen he $uts his hand inside the cheetahs mouth666strai)ht down to his stomach9 and $ulls out a can o. Mountain Dew6 Bad Cheetah : he sa s6 4he other )u s watchin) him sa to each other : Cheetah bhi peeta hain! 4hen the show the cheetah with all the s$ots )one e0ce$t .or a .ew s$ots which s$ell out : Do the Dew. 4he commercial .ails to .ollow some vital rules o. advertisin)6 4here is a'solutel no 'rand $ositionin)6 (hich 'rac7et o. $eo$le is it tar)etin)B (hat 'ene.it is it )ivin) ouB +econdl 9 their models seem $ossessed9 runnin) around 8un)les with colour.ul clothes9 8um$in) on cheetahs and shoutin) at the to$ o. their voices6 4he viewers have no $oint o. re.erence to identi. themselves with either the $roduct or the advertisin) tone6 4hirdl 9 there is no advertisin) messa)e at least nothin) that ma7es an sense6 (h would an one want to drin7 somethin) that a Cheetah alle)edl drin7sB >ow did the Cheetah )et hold o. the can o. Mountain Dew in the .irst $laceB In .act9 this advertisement has more environmental and wildli.e rami.ications than an connection with the $roduct6 ;ourthl 9 it is a ver $altr hand at humour6 I. the intention o. the advertisers was to e0cite the audience and ma7e them lau)h9 the have .ailed misera'l 6 4his advertisement has induced to $eo$le onl to switch channels 'ecause o. its senseless advertisin) messa)e9 theme and conce$tion6 ;i.thl and most im$ortantl 9 the advertisement sa s nothin) at all a'out the drin79 e0ce$t9 o. course9 to e0tol its endearin) Cualit it to Cheetahs6 (hat is the tasteB Does it Cuench our thirstB Does it ma7e ou .eel coolB Is it re.reshin)B

I. this advertisement is remem'ered at all9 it is remem'ered .or all the wron) reasons6 ;rom the ver 'e)innin) o. the Mountain Dews ad cam$ai)n9 it has come under some ver serious .irin)6 (hen the launched their .irst ad .eaturin) the in.amous slo)an Do the Dew9 other aerated drin7 manu.acturers immediatel saw its $otential ' $i)) 'ac7in) on the .ame and releasin) a $arod 6 4he $arod achieved what the ori)inal never did6 4oda 9 viewers instantl relate this slo)an to Do do here9 )o do jhaadi ke peeche6 4he Mountain Dew advertisement .ailed at the ad mantra AIDA6 Althou)h it did catch the attention o. the viewer the .irst time it was aired6 It did not )enerate an interest or desire6 It crashed so 'ad that not onl was the ad cam$ai)n scra$$ed9 so was the $roduct6 /ven i. 'ottles o. Mountain Dew line the shelves o. stores toda 9 its sales 'arel ma7e a dent in the $ro.its o. the com$an 6

Advertisement " #inetic la$e Introductory Advertisement

4he Blaze is $art o. KineticEs Italiano series o. scooters9 com$rises seven 'estsellin) true:'lue /uro$ean scooter desi)ns that Kinetic 'ou)ht .rom Italian manu.acturer Ital8et6 (ith its a))ressive and )lamorous Italian desi)n9 )enerous $ro$ortions and ma8estic $resence9 the ver s$ecial Blaze ma7es an instant cele'rit o. its rider6 4he hi)h:s$ec Blaze also has am$le )o to match the show with a $ower.ul 1-*cc9 % valve en)ine that $um$s out 116- 'h$9 cou$led with automatic transmission6 Kinetic Blaze was launched in 2<<-6 4he .ollowin) is an anal sis o. the introductor advertisement6 In this advertisement9 a )rou$ o. )irls are seen )oin) craz in .ront o. a house6 A )u seein) the crowd o. )irls as7s a near' sho$7ee$er i. A'hishe7 or Fohn were around6 4he sho$7ee$er sa s it is Gohit !erma6 >e has Kinetics latest scooter and this is the source o. all the commotion6 4his advertisement is clearl tar)eted towards the outh6 Dot onl are the models used in the a)e )rou$ o. 2<:"<9 the entire loo7 and .eel o. the advertisement is oun) and he$6 4his commercial scores on some $oints while it .ails at others6 ;irst o. all9 the advertisement develo$s attention and )enerates interest6 !iewers are 7e$t in the dar7 as to the source o. the commotion6 Interest is hei)htened when the sho$7ee$er answers in the ne)ative to the names o. cele'rities6 (hen the name Gohit !erma is mentioned9 viewers are all ears 1and e es3 to .ind out more a'out him6 4he $resentation o. the $roduct9 in this case the scooter9 is also well done6 It loo7s )lamorous9 and the di..erence in size and sha$e are also hi)hli)hted without words9 hei)htenin) the im$act6 4he $roduct and the 'rand are not lost in the advertisement9 and viewers not onl identi. the $roduct9 'ut also remem'er it6 Its mar7et tar)etin) and 'rand $ositionin) are clearl de.ined6 4he tar)et is the middle income male outh6 It is $ositioned as a scooter .or men and the .irst in usherin) in a new mar7et se)ment .or scooters with its innovative desi)n and tar)et mar7et6 >owever9 the advertisement itsel. .ails to )enerate a desire .or more in.ormation or .or $urchase6 4his desire is evo7ed ' the .act that the scooter is new and innovative6 I. the same advertisement was 'roadcast .or a scooter that had alread 'een launched in the mar7et9 it would not have done well6 +o9 in a wa 9 this advertisement

wor7s .or the $roduct since it is new9 'ut considered solel .rom the advertisin) $oint o. view9 it does not ma7e a 'i) im$act6 4he advertisement also .ails to answer some o. the 'asic Cuestions that consumers have while watchin) the commercial6 (hat sets this scooter a$art .rom the other scooters in the mar7etB It is o'vious that the loo7 and .eel o. the scooter is de.initel innovative6 >owever9 all new $roducts s$ort a new a$$earance9 in .act9 it is im$erative that the do so6 +o in terms o. $er.ormance9 how does it di..erB (hat is its H+,B (h should the consumer choose to 'u this $roduct9 when he can 'e sure o. the $er.ormance o. tried:and:tested scootersB ;rom the advertisin) $oint o. view9 the commercial lac7s ori)inalit and creativit 6 +howin) a crowd o. screamin) )irls to enhance the $s cholo)ical value o. a $roduct is not new6 Man advertisements .or motor'i7es9 .urniture9 cars etc69 showcase models to )ive the $roduct an oom$h .actor and increase its a$$eal6 Also9 .rom a lo)ical stand$oint9 wh would the )irls .avour a )u 'ased onl on the .act that he has this scooterB >ow does it award him star statusB 4he advertisin) messa)e is va)ue and una$$ealin)6 It is understood that the $roduct is 'ein) $ositioned as our +hortcut 4o ;ame6 But9 howB Most motor'i7e advertisements tr to $ro8ect their $roduct as one that will )ive the owner an ed)e with the ladies6 4he advertisement sa s much9 'ut tells little6

Advertisement % &illettes C!am'ions Advertisement

#illette is a 'rand o. ,rocter 2 #am'le currentl used .or sa.et razors amon) other $ersonal h )iene $roducts6 It is one o. several 'rands ori)inall owned ' 4he #illette Com$an 9 a leadin) )lo'al su$$lier o. $roducts under various 'rands9 which was acCuired ' ,2# in 2<<*6 4he #illette ;usion is a .ive:'laded razor released in 2<<-6 4here are two di..erent versions o. the ;usion availa'leI the Gillette Fusion9 and the Gillette Fusion Power6 All share the characteristic .ive 'lades on the .ront9 and a sin)le si0th 'lade on the rear that acts as a J$recision trimmerJ6 In addition9 the ;usion ,ower is 'atter $owered and emits J)entle micro $ulsesJ that are claimed to increase razor )lide6 (ith the release o. #illette ;usion9 ,2# also launched their new advertisin) cam$ai)n called #illette Cham$ions6 4he .ollowin) is an anal sis o. the .irst advertisement 'roadcast in this series6 4his advertisement .eatures the #illette cham$ions :: 4i)er (oods9 4hierr >enr and Go)er ;ederer6 4he commercial is called 4oda and all the three Cham$ions e0$lain how im$ortant it is in their $ro.essional and $ersonal lives to KBe Lour Best 4oda 6 4he advertisin) cam$ai)n e0$loits the in.luencin) $ower o. 'rand am'assadors6 4he #illette KCham$ions are Go)er ;ederer 1Do61 4ennis ,la er39 4hierr >enr 1Do61 ;oot'all ,la er3 and 4i)er (oods 1Do61 #ol.er36 4he Indian cam$ai)n is varied to include Gahul Dravid to cater to Indian sensi'ilities6 4he advertisers tr to use the conce$t o. trans.erence or association to enhance the ima)e o. their $roduct and 'rand6 4he attri'utes o. Cualit 9 $er.ormance and e0cellence e0uded ' these $ersonalities are $ro8ected onto the $roduct and the 'rand6 4his 'uilds 'rand ima)e and a .avoura'le attitude towards the new $roduct6 A sense o. $olish and class underscores the entire advertisement6 It $la s on the viewers .eel:)ood sensations6 4he advertisement comes across as smooth and ur'ane6 >owever9 it does .eel as i. the advertisers are tr in) to hard ' ro$in) in three 1or .our3 'rand am'assadors6 Most advertisers .eel that havin) cele'rities or stars advertise their $roduct in.luences the consumers more than an advertisement that does not .eature them6 But9 there is somethin) called too much stress on the in.luence o. 'rand am'assadors6 4here seems to 'e little relevance amon)st the slo)an9 the advertisement and the $roduct6 #illette ma 'e the 'est a man can )et9 'ut how does that hel$ the

KCham$ions in their res$ective s$ortsB ;orm a lo)ical stand$oint9 how does the new razor 'lade assist the $la ersB 4he audio o. the advertisement 'ears little or no relevance to the advertisin) messa)e6 4he advertisement tal7s a'out .ocusin) on the $resent9 'ut sa s nothin) a'out the new 'lade6 Devertheless9 overall9 the advertisement comes across as suave6 4he 'rand ima)e o. #illette is maintained and even enhanced ' this advertisement6 4he advertisement succeeds in )eneratin) a desire and action to $urchase in s$ite o. the draw'ac7s o. the advertisement6

Advertisement ( )rbit *!ite C!ewin+ &um Cow Advertisement

&r'it is one o. the worldEs lar)est sellin) chewin) )um 'rand6In India9 the 'rand shares the mar7et leadershi$ with Center ;resh 'rand6&r'it was launched in India in 2<<%6 4his was IndiaEs .irst +u)ar.ree chewin) )um and to)ether with ,er.ettiEs >a$$ dent9 this 'rand has re8uvenated the chewin) )um se)ment in India6 &r'it can 'e termed as a .unctional chewin) )um6 4he 'rand when launched di..erentiated itsel. .rom the e0istin) chewin) )ums with its Jsu)ar .reeJ $ro$ert 6 #lo'all the &r'it 'rand ado$ts the ta)line J;or a )ood clean .eelin) no matter whatJ in India9 &r'it uses J .or health teeth and $revents tooth deca J as its main messa)e6 &r'it (hite launched their most $o$ular advertisin) cam$ai)n with the Cow series6 4he .ollowin) is an anal sis o. the .irst advertisement in this series6 4he advertisement showcases a mad s$ea7s in KButler:/n)lish6 >e e0$ounds #um that whitens the teeth o. a cow that is that i. it wor7s .or the cow9 itll wor7 .or animal s$ecialist9 Dr6 Bhatawde7ar9 who the s$ecial Cualit o. &r'it (hite Chewin) $reviousl had ellow teeth6 >is conclusion ou too6

4his commercial tries its hand at humour in drawin) attention and )eneratin) interest6 It succeeds to Cuite an e0tent in this intention9 'ut also .ails at .ew $laces6 4he caricature o. the doctor succeeds e0ceedin)l well6 !iewers immediatel recall the $roduct9 the 'rand and the entire advertisement on an re.erence to Dr6 Bhatawde7ar6 4he $roduct and 'rand are dul hi)hli)hted6 4he are not lost durin) the telecast o. the advertisement6 4he commercials messa)e is wound around the $roduct9 ma7in) the $roduct and 'rand as much a $art o. the advertisement as the rest o. the characters and the conce$t6 4he advertisement also success.ull $la s to the sense o. humour o. the viewers6 An re.erence to the $roduct results in immediate association to the doctor and his cow volunteer6 4his )ives viewers a li)ht:hearted view o. the $roduct6 Donetheless9 there have 'een instances where the sentiments o. viewers have 'een hurt6 In such cases9 it seems that the conce$t that starts out as .unn 9 turns out to 'e a )ross miscalculation o. the sense o. humour o. the viewers6

4he characterization o. the doctor and the wa he s$ea7s in /n)lish can 'e construed as o..ensive ' man viewers6 +ince the doctor is a deli'erate attem$t at ma7in) .un o. 'ad )rammar9 viewers who are insecure o. their oral a'ilities ma .ind the advertisement o..ensive6 &verall9 the advertisement has no class6 !iewers can 'e $ut o.. ' the commercial on )rounds that it dis$la s no so$histication6 4he attem$t at humour can 'e seen as tendin) towards sla$stic7 comed and a ver $oor attem$t at that6 >owever9 the advertisement does not .ail com$letel 6 4he $roduct and 'rand are im$rinted in the minds o. the consumer6 An re.erence to the $roduct 'rin)s remem'rance o. the humorous advertisement6 And consumers $urchase the $roduct9 even i. onl out o. a sense o. a'surdit 6

Advertisement , VI-As .ierce rosnan Advertisement

!isa Inc6 o$erates the worldEs lar)est retail electronic $a ments networ7 and is one o. the most reco)nized )lo'al .inancial services 'rands6 !isa .acilitates )lo'al commerce throu)h the trans.er o. value and in.ormation amon) .inancial institutions9 merchants9 consumers9 'usinesses and )overnment entities6 !isa )ained the attention o. television viewers in 2<<" with a K4u7 4u79 .eaturin) ,ierce Brosnan in Ban)7o76 4he .ollowin) is an anal sis o. the advertisement6 A limousine drives throu)h the streets o. Ban)7o79 onl to 'e thwarted ' a tra..ic 8am6 ,ierce Brosnan winds down his window and catches the e e o. a tu7 tu7 driver6 4he driver9 deli)hted to have Fames Bond in the 'ac7 seat9 revs the en)ine and $ulls a wheelie9 'e)innin) a stunt:.illed and e..ects:laden ride throu)h the alle wa s9 restaurants and sho$s o. Ban)7o76 4he tu7 tu7 arrives at the hotel 8ust as Brosnans dinin) $artner $ulls u$ in a limousine6 Mhan) Mi i ste$s out and a$olo)ise .or 'ein) late6 4he tu7 tu7 colla$ses9 totall e0hausted ' the tri$ across town6 Brosnan reaches .or his 8ac7et $oc7et and throws his !I+A card to the driver6 Aater in the evenin)9 the tu7 tu7 driver $ulls u$ with a 'rand new tu7 tu79 revvin) his en)ine and 'ec7onin) .or Brosnan and Mhan) Mi i to 8oin him6 4he ta)lineI !isaI All it ta7es6 4his advertisement can 'e considered a success6 It does a lot o. thin)s ri)ht and )ains not onl the attention and interest o. the viewers9 'ut also 'uilds a stron) 'rand ima)e and remem'rance6 4he $roduct is clear and hi)hli)hted6 4he 'rand9 too9 is not lost durin) the course o. the advertisement6 4he $roduct and 'rand is the core o. the advertisin) messa)e6 An attem$t to anal ze the commercial otherwise would $rove .ruitless6 4he advertisement retains a dashin) air9 Cuite literall 6 4he commercial success.ull draws on the so$histicated action o. Fames Bond and hi)hli)hts it e0ceedin)l well in the tu7 tu7 mad:dash throu)h the cit 6 4he advertisement sta s true to the ima)e o. Fames Bond6 4he commercial maintains the charm o. Fames Bond6 It also includes a lot o. stunts that can 'e immediatel associated to Fames Bond6 4his succeeds in drawin) the attention and )eneratin) interest amon) the viewers6 4he 'rand9 !I+A9 is associated with so$histication and Cualit 6 (ith this advertisement9 the rein.orce this ima)e and add to it a certain $anache and active $artici$ation6

I. the advertisement comes under an criticism at all9 it is .rom a $urel lo)ical stand$oint6 (hen Brosnan hands over his !I+A card to the tu7 tu7 driver9 the driver returns with a new and 'etter $owered tu7 tu76 >owever9 there are those who ar)ue that an one would have disa$$eared with the card and s$ent all the mone 6 Devertheless9 .or those who a$$reciate honest 9 this advertisement succeeds6 4he commercial )enerates )ood .eelin)s in the minds o. the viewers6 4he $roduct and 'rand are remem'ered6 Additionall 9 the 'rand ima)e is im$roved and remem'ered6

Advertisement 6 -urf /0cels Advertisement 1 rot!er 2 -ister Duo3

>industan Hnilever Aimited introduced +ur. in 1?*?9 introducin) the .irst deter)ent $owder into the countr 6 At the time9 housewives used laundr soa$ 'ars to wash clothes6 +ur. o..ered them si)ni.icantl 'etter clean9 with much less e..ort6 4he $romise o. Ksu$erlative whiteness the articulation o. a )reat clean at the time9 connected with consumers and hel$ed to esta'lish the 'rand6 +ur. was the .irst national deter)ent 'rand on 4!N the 'rand used 4! to e..ectivel educate their consumers on how to use deter)ent $owders in a 'uc7et .or a 'etter wash6 +ur. /0cel made a 'i) s$lash with their Daa) Achhe >ain advertisin) cam$ai)n6 4he .ollowin) is an anal sis o. the .irst such commercial6 4he advertisement .eatures a 'rother and sister duo wal7in) home .rom school9 when the little )irl .alls into a $uddle o. mud6 Cr in)9 she loo7s to her 'rother .or hel$6 >er 'rother )ets an idea and starts 'eatin) u$ the $uddle o. mud9 demandin) an a$olo) 6 A.ter a time and a lot o. mud on his uni.orm9 he stands u$ and sa s9 +orr 'ola6 4he narrator then removes all a$$rehensions o. dirt and stains and sa s9 Daa) Acche >ain6 4his advertisement is universall well:loved6 4his is so 'ecause it does a lot o. thin)s ri)ht6 It ma7es use o. childrens a$$eal to )et the advertisin) messa)e across6 4he advertisement does what seldom others do cater to the emotions and sentiments o. the viewers and succeeds with it6 Dot onl do the children lower our )uard to the advertisement9 'ut the stor 9 too9 warms the heart o. the viewers6 4he advertisement )enerates a sense o. 'ondin)6 !iewers without si'lin)s9 too9 can relate to the advertisement and the actions o. the little 'o 6 4he advertisement also e0udes certain warmth that re.lects itsel. in the viewers6 4he advertisin) mantra9 AIDA9 is strictl adhered to6 4his is one o. the reasons .or its success6 B showin) a little 'o and )irl9 the advertisement draws the attention o. the viewers6 (hen the little )irl .alls into the $uddle and starts to cr 9 it creates interest in the minds o. the viewers6 (hen the ta)line is s$outed9 it 'uilds9 in the viewers9 a desire to 7now more6 4his desire o.ten leads to action6 Althou)h there is no o'vious tar)etin)9 it is done so throu)h indirect means6 Most mothers are concerned when their children come home in dirt and mess clothes6

4his advertisement9 not onl sends out the messa)e that +ur. /0cel will hel$ ou was them out9 'ut that also there is no need to .ear stains6 Althou)h the advertisement does not centre on the $roduct or 'rand9 'oth are remem'ered6 4he $roduct and 'rand are su'tl introduced to the viewers such that it su':consciousl enters their minds without an 8arrin) hi)hli)hts on the $roduct or 'rand6 4his advertisement also does what the ma8orit do not6 It .ocuses on the $eo$le rather than the $roduct6 4he sentiments9 actions and emotions o. the $eo$le are hi)hli)hted and showcased throu)hout the advertisement in one .orm or another6 4he $roduct is 7e$t discreetl tuc7ed awa and does not over$ower the commercial6 Althou)h +ur. /0cel is a $remium 'rand9 this advertisement caters to all the income )rades and all classes o. $eo$le9 across a)e )rou$s6 4he 'rand and $roduct are $ositioned as accessi'le to all $eo$le9 whoever and however the ma 'e6 4he 'rand ima)e created throu)h this advertisement is $henomenal6 4he advertisement leaves $eo$le with a warm .eelin)6 4his .eelin) also trans.ers to the $roduct and 'rand6 4hus9 this advertisement can de.initel 'e called and advertisin) success6

TV Advertisin+
4he 'est $art o. advertisin) on 4! is that there is a mar7et .or almost an $roduct or serviceN ou 8ust need to 7now how to reach it6 (hether ou are sellin) $aint thinner9 a circular saw9 door sto$9 or 'loc7 o. cheese9 with $ro$er mar7etin) it will sell6 (hat are the 7e s to success.ul advertisin)B &'viousl 9 ou have to have a commercial that doesnEt ma7e our viewers want to chan)e the channel6 Also9 ou need to thin7 o. who our mar7et is6 ;or e0am$le9 lets sa ou are sellin) a 'loc7 o. cheese6 4hin7 to oursel. who is )oin) to 'e interested in )ood cheese6 (hat time o. da B (hat channelsB (hat showB (ell9 o'viousl it doesnEt ta7e an e0$ert to .i)ure out that a coo7in) or .ood 'ased channel mi)ht 'e a )ood $lace to start6 ,erha$s a show that deals with low:car' .ood mi)ht 'e a more s$eci.ic area to loo7 at6 4ime o. da 9 is .airl irrelevant here so an time would do6 I. ou are sellin) the circular saw9 tr >ome and #arden shows and channels or do:it: oursel. shows6 Most com$anies loo7 at television commercials as an advertisin) vehicle .or Jthe other )u 6J 4he cor$orate )iant6 4he 'i) 'usiness with lots o. dis$osa'le cash6 In .act9 4! is a ver a..orda'le medium that can increase our com$an Es $ro.its )reatl 6 Be.ore ou ma7e an investment in television advertisin)9 there are certain 7e elements ou need to consider6 &nce ou understand the $rocess o. writin)9 creatin) and $roducin) a commercial9 ouEre read to hit the airwaves6 /..ective 4! commercials mer)e video and audio into a $ower.ul sales tool6 But donEt thin7 one is more im$ortant than the other6 Audio and video )o hand:in:hand6 ;or e0am$le9 turn down the volume on an commercial6 Lou should 'e a'le to identi. the 'ene.its o. $urchasin) a $roduct 8ust .rom the video6 4he same holds true .or audio6 Close our e es and listen to the announcer6 I. the audio doesnEt e0$lain the $roduct in detail9 then the commercial isnEt e..ective6 ,otential customers should 'e a'le to hear our messa)e even i. the Ere not in the room to see it6 Alwa s use a stron) audio and video com'ination when creatin) commercial6 our own

Hse our audio to e0$lain the advanta)es o. ownin) our $roduct6 LouEd use words li7e Jconvenient9 $orta'le9 li)htwei)ht6J >owever9 there are no words more im$ortant than our call to action6 (hat do ou want our viewer to doB 4ell them to call now6 &rder now6 !isit their local dealer6 4hin7 o. television as an intimate medium6 I. ouEre advertisin) a restaurant9 donEt 8ust use a shot o. our 'uildin)Es e0terior6 Hse a close:u$ o. our .ood in our commercial6 And show $eo$le eatin) our .ood6 I. ouEre $roducin) a ,u'lic +ervice Announcement1,+A3 a'out drun7 drivin)9 donEt 8ust use a shot o. a crowd o. $eo$le at a .uneral6 +how a tear streamin) down a childEs .ace6

Com'inin) si)ht and sound should s$ar7 our viewersE emotions and hel$ them identi. with our $roduct6 And i. the can identi. with our $roduct9 ouEre more li7el to )et the saleO

Advertisin+ -uccess
Mar7etin) and Advertisin) +uccess is li7e shootin) a )ame o. snoo7er6666 Do matter i. ou $la snoo7er or not9 this a$$lies to ever one and their Cuest .or mar7etin) success6 Man $eo$le are constantl searchin) .or Jthe 7e J to success and in doin) so miss out on the most im$ortant A/++&D o. the search6 It is not a'out .indin) Jthe 7e J6 It is a'out learnin)6 Aearnin) and )ettin) 'etter throu)h $ractice6 4hin7 a'out it6 (hen ou $la a )ame o. $ool 1or an )ame3 : did ou learn the )ame overni)htB Do6 Did ou learn the )ame in a wee7B A monthB A earB I. ou $ractice ever da ou mi)ht )et )ood enou)h to enter a .ew tournaments and ma 'e win a .ew here and there6 ,ractice more and ou win more6 4he .unn thin) a'out $ool is similar it is to the search .or success6 Lou must $ractice to )et 'etter6 It is not a'out readin) a 'oo7 on how to )et 'etter ou have to )et out there and do it6 4here are a lot o. mista7es to 'e made in the $rocess to 'ecome a 'etter snoo7er $la er6 Aots o. missed shots6 Aots o. 'ad shots that somehow )o in6 But ou could never re$eat the e0act shot 'ecause it was a .lu7e6 &nl throu)h re$etitive $ractice do ou )et 'etter and consistent6 4hen ou .ind some areas o. the )ame ou are 'etter at6 Ma 'e ou are reall )ood at the side $oc7ets9 or ma 'e it is the 'an7 shots6 +o ou use those to our advanta)e and 7ee$ tr in) to )et 'etter at the other areas o. the )ame6 &nce ou have )otten )ood at the )ame : ou never .or)et how to $la another )ame6 +ometimes9 ou are 8ust a'out to win the )ame 'ut ou scratch on the 'lac7 'all6 >ow man times have ou 'een so close to ma8or success 'rea7throu)h and somethin) small distracts ou and turns ou o.. courseB +o what ou are searchin) .or is not a 7e is a ste$ ou must ta7e6 And that ste$ is action6 Lou must 'e movin) .orward at all times9 $racticin) and $racticin) the s7ill ou want to master6 &nl throu)h $ractice will ou ever 'ecome success.ul6 It will not ha$$en overni)ht6 It will not ha$$en easil 6 Lou must wor7 atN .ind out what is ri)ht .or ou and what is wron) .or ou6 +ome thin)s will wor79 and when ou .ind them : 7ee$ at them6 4hose thin)s that donEt wor7 .or ou : $ractice at them6 Lou will )et 'etter at those areas i. ou $ractice6 4hin7 a'out each o. these as a s7ill ou need to master 'e.ore ou can win tournamentsI +ales s7ills9 mar7etin)9 advertisin)9 time mana)ement )oal settin) .ollow u$ idea )eneration $artnershi$s dele)ation etc666 +o9 sto$ our searchin) .or that ever so elusive 7e to mar7etin) and advertisin) success when it is ri)ht in .ront o. ou6 >avin) a $oor res$onse is not the mediumEs .ault6 &.ten the $ro'lem is the messa)e6 Advertisin) is not a Cuic7 .i0 solution to mar7etin) our com$an or $roduct6 It ta7es $lannin)9 testin) and constant e0$osure to have an im$act on our 'usiness6 Done correctl 9 advertisin) can 'e a winnin) strate) 6

Conclusion
4he )oal o. advertisin) is to cost:e..ectivel reach a lar)e audience and attract customers6 I. done correctl 9 advertisin) can enhance the success o. our 'usiness6 >ere are 1< advertisin) ti$s to $a attention toI

1. Go after your target audience: An advertisin) cam$ai)n should 'e )eared to

our niche mar7et6 It is a common mista7e to create )eneric ads that do not s$ea7 the lan)ua)e or )ra' the attention o. our $otential customers6

2.

se !ne "essage: A hi)h res$onse rate ad usuall conve s a sin)le messa)e6 Dordic4rac7Es messa)e o. the J(orldEs Best Aero'ic /0erciserJ was sim$le and com$ellin)6 Lour small 'usiness advertisin) needs to Cuic7l communicate its core messa)e in " seconds or less6 I. ou are .ear.ul and overwhelmed ' technolo) 9 which com$uter 'oo7 do ou 'u B JD&+ .or DummiesJ 'e)an a 'est: sellin) $henomena 'ecause its messa)e was easil understood and to the $oint6

3. #sta$lis% an i&age: Lou can reco)nize the McDonaldEs arches while whizzin)
' on the hi)hwa 6 Ai7ewise9 there are $lent o. $roducts that ou reco)nize ' their $ac7a)in) or lo)o6 Ima)e counts when it comes to advertisin) and $romotin) our 'usiness6 4oo man advertisers do not wor7 to 'uild a consistent ima)e6

4. 'on(t try to $e everyt%ing to everyone: Do $roduct or service will a$$eal to

ever one6 Man 'usiness owners9 includin) cor$orate e0ecutives9 tr to come u$ with wa s to reach ever mar7et6 4 $icall 9 this does not wor76 It can s$ell disaster .or small 'usinesses9 who cannot a..ord to s$read themselves too thin6 4here.ore9 .ind our mar7et and 'e ever thin) ou can 'e to that audience6

5. Test your ads in advance: I. ou have the time or mone to invest in .ocus
)rou$s9 ou should test our ads on other $eo$le6 Do the understand and acce$t the messa)e that ou are tr in) to conve B 4here are other less: e0$ensive wa s to test our ads as wellI Cuestionnaires9 .or e0am$le6

6. "onitor your ads: It is ver eas to as7 new customers or clients where the
heard a'out ou6 As sim$le as this is9 man entre$reneurs do not 'other to do so6 It is advanta)eous to 7now which ads )enerate 'usiness6

7. T%in) outside t%e s*uareI there are a variet o. wa s to )et the attention o. our
audience ' standard 1e) $ress ad3 and creative 1e) s$rui7in) in Gundle Mall3 means6

8. +reate +uriosity: +uccess.ul 'usiness advertisin) does not sell a $roduct or

service6 Dordic4rac7Es ads sold the .ree video6 &nce a $otential customer watched the video9 the contacted the com$an .or more in.ormation6 4he end result9 millions o. dollars o. sales6 Create ads that )enerate interest and ma7e the customer want more in.ormation6

9. ,eep your &essage si&ple: /nsure our call to action is clear6 (hat is the
most im$ortant $art ouEd li7e our audience to read or hear and how would ou li7e them to res$ondB 4his should .orm the 'asis o. our adPs in terms o. content9 loo7 and .eel6

10. -dentify .%ic% advertising tool is $est: ;or e0am$le9 classi.ied ads .uel some
'usinesses while others use .lier distri'ution e..ectivel 6 ;or restaurants9 local news$a$er ads are e..ective 'ecause most restaurant $atrons live within a three: to .ive:mile radius6