1. Television Advertising

2. In an IMC campaign, it is important that every time the target is exposed to the message, no matter the vehicle, it reinforces the key benefits.
Look to what visuals are being used in other materials: consider color, spokesperson or character representatives, headline styles, or the execution techniques used elsewhere in the promotional mix to bind the IMC pieces together.

3. Advantages
Impact: television delivers sight, sound, and motion, allowing the target to view the product, see it in action, or in the proper setting, and hear the message all at the same time.

4. Advantages
Selectivity: between networks and cable, television offers enough diverse programming to selectively choose the exact program the target will be watching, eliminating hit and miss placement and cutting down on advertising waste.

5. Advantages
Audience Size: TV is a mass media vehicle that reaches a lot of people.
Although network television does not reach the numbers that it used to, it is still one of the best ways to reach a target.

6. Advantages
Trends and Fads: Televisions sets trends and influences the way we look and talk; we believe what we see on the screen.
We are influenced by what we watch and adapt it to our vernacular and wardrobe. It rolls over into our personal and work environments when we talk about what we watched the night before.

7. Disadvantages Cost: Television advertising is expensive.
The length of the commercial, the program airing, and the time the commercial will run all determine the cost.

8. Disadvantages
Clutter: There are a lot of commercials running and most run back to back.
In order to fight consumer apathy and remote control rampages, an ad must stand out visually and verbally by specifically addressing the target audience and their needs.

9. Disadvantages
Fleeting Message: The creative team only has fifteen or thirty seconds to make a point to a group of people who need a sandwich or a bathroom break.

10. Commercials There are three parts:
preproduction which includes the development of the script and storyboard, budget, hiring of talent, director and production crew
production or the actual shoot
post production which includes the editing process.

11. Storyboard
Storyboards show the visual portion of the commercial and the timing sequence between what is heard and what is seen, one frame at a time.
Each individual scene depicts a major piece of action or location change.

12. Commercial tones and executions
slice of life: presents the product as a problem solver.

13. Commercial tones and executions
spokesperson: the choice of a spokesperson, or animated character representative will define the personality and overall image of your client’s product or services.

14. Commercial tones and executions
testimonials: getting a current user to talk about his or her experiences with the product or service is priceless.

15. Commercial tones and executions
demonstration: show the product in use while describing the features and benefits.
side by side (paper towel commercials)
before and after

16. Commercial tones and executions
torture tests: if the durability is an important product feature, rip it, tear it, and beat it.
Do not hesitate to show how the product performs under adverse conditions.

17. Commercial tones and executions
visual images: visuals open up the viewer’s imagination.

18. Commercial tones and executions
metaphors: if the product can be compared to something not usually associated with it, like sandpaper to dry skin.

19. Commercial tones and executions
Vignettes: series of short stories that are tied together to highlight the product’s key benefit. These stories may have a repeated character or feature a variety of characters who routinely use the product to solve a problem.

20. Extras…
Talk to your target audience in words and about situations they can relate to.
Be sure the commercial stays on strategy and target. Be sure it reflects the same visual aspects and tone of voice as the other pieces of the IMC campaign.
Make sure the audio and video work together.
Mention the product’s name and show the packaging repeatedly so the target will remember it.
Give the target an interactive activity such as a website to visit or a toll-free number to call for more information.

21. Extras… Involve your target in the commercial.
Make your key benefit the star of the commercial, and make sure it is clearly pointed out to the target.