Here at ProsperO, we know the importance of a perfect television commercial... If you would like to read more about how the process work in detail, please read the production process page where we explain all the steps in our production process.
Here are a couple of very important things ProsperO find worth keeping close to heart, and in mind before and during the process of creating a dream commercial:
- Introduce a product correctly to the right target audience, making sure all the necessary steps were taken.
- Make people switch to the product there is to offer.
- Making sure that the target audience will remember and recall seeing or hearing the commercial and as a result take note of the existence of this product.
Production pointers:
The principles of a TVC production
- Create a key message that will stick with the target audience for a very long time.
- Single minded, the commercial should deliver only one message, to prevent confusion.
- Brand association: The degree to which a particular brand is associated with the general product category in the mind of the consumer. Often a consumer will ask for a product by the specific brand name, rather than the general name e.g. a person buying dog food may ask specially for pedigree, this is called brand association.
- Could not be copied: The advertisement and product must be unique.
- Purchase intention: Target audience should want to buy or use the product immediately or at least in the near future.
The advertiser brief:
Firstly, ProsperO must receive a full brief from the client stating what their needs are and what they want to achieve throughout the campaign, as well as the target audience they would like to reach. Exactly as explained in the production process.
The development of innovative ideas:
Then ProsperO can start off by looking at the USP, unique selling proposition of the product, the 1 thing that makes a product unique and let the product stand out from the competitors. Then creating innovative ideas, that would create a world of good feeling, happy, imaginative images within the minds of the consumer, keeping the following important media planning aspects in mind:
Reach- Expressed as a percentage. The right number of individuals or homes in the target market that are exposed to a product through a specific media that was scheduled over a period of time. Making sure the right target market gets the chance to view the advertisement or corporate video.
Frequency- The right target audience should view the advertisement or corporate at least 3 times or more in order for them to take action.
Impact- When the advertisement has reached the specific target audience for at least 3 times or more. Impact is the desired outcome, being sure the target market will remember what they saw and will be able to recall.
Timing- The right target audience should view the product at least 3 times or more in the specific time frame. The client has the option to decide when they would like to start with the campaign. Keeping in mind important factors for e.g. if the product advertised is seasonal etc.
Benefits of using television as a medium:
1. Creativity and impact
2. Coverage and cost-effective
3. Captivity and attention
4. Selectivity and flexibility
5. Demonstration of the product in use
Now ProsperO's journey with the client can begin... |
