1. TV Advertising TV ads Characteristics of good ads Production checklist
Info from helium.com
Helium.com. Characteristics of a successful TV commercial [

2. TV Ads Speak to target market Connects to product
Personally
Research
Connects to product
Entertain (or not turn off) everyone else
Expensive – must produce results proportionately greater

3. TV Ads - Examples Budweiser, Kepel&Mata, Argentina
Volkswagen, DDB, London
Barclaycard, BBH, London
Ads from Best Ads on TV [bestadsontv.com]

4. Characteristics of Good Ads – #1
Memorable – stands out
“Imprint” on the brain – images, music
Offbeat humour
Not annoying
Clearly communicates
Client/product
What it wants you to do

5. Characteristics of Good Ads – #2
Stimulating - visually and verbally
Connects to product
Without overshadowing
Shows restraint – moderation
Lifestyle > product ... cool
Cool is subtle, not obvious

6. From the “Core Demographic”
Woman, homemaker, 30s with children, works part-time, does most of the buying for the family:
Don't make the viewer feel bad about herself.
State your prices.
Don't use misogynistic ads to appeal to men.
Make it all about the product.
Don't try to play on the viewer's emotions.
Are these points consistent with the others?

7. TV Production Checklist
Target market – match TV show
Define your message – few words
Benefits & features – show and tell
Good honest story - touch audience
Funny is difficult but the best are funny
Storyboards
Spend $$ on production