The conceiving of TV commercials is a hard and an important job. Today, the Internet is the most powerful competitor of the TV advertising, which widely spread its influence. However, in spite of this fact, television commercials still remain the main mass advertising Media. It influences greatly the consumers' buying behavior and their perception of products and brands.
Creating commercials on TV, the advertisers have more tools to reach their goals than the other Media do. By the advertising goals we mean attracting the attention of the consumers to an advertisement, establishing their positive attitude toward it, promoting a product or a brand.
The TV commercials have two lines: a visual and a sound one. The visual line is considered to be primary and the sound line - supplementary, as the creation of the TV commercials, oftentimes, starts with the visual line.
There are various ways to implement an advertising idea of the TV commercials with the help of the visual line. You may use testimonials of famous people or of those, who look like average target consumers of the advertised product. You may shoot an advertisement serial, where each new television commercial becomes a sequel of the precedent one. You may use the close-up with the voice over, which is especially useful in the advertising of nutrition products or meals. There are excerpts from the movies at your disposal; you can make advertising news, when the announcer presents your ad message as news. There are dozens of tricks to use.
What may serve as criteria for choosing the type of TV commercial? Are there the most important criteria to make an ad trailer interesting and entertaining?
Researches showed that a single creative approach and entertainment tricks were not sufficient for the success of the TV commercials. It is difficult to answer what the most significant part of a TV ad trailer is to reach the advertising goal in simple ideas. However, the researches proved that if the consumers liked the TV commercials, their desire to purchase the product would be twice higher than if the ad trailer left their emotions untouched or stirred some negative emotions. Furthermore, an important role in the process belongs to the ad trailer's appropriateness, relevance of its idea and performance to the advertised product. It is far more significant than the dynamic and entertaining tune of an ad. People are ready to remember the advertisement that is worthy.
The sound line may consist of a text and/or music. The music or songs are not always used in the TV commercials. The music accompaniment may either improve or spoil a trailer. It brings up feelings, sentiments and, therefore, in some cases, it plays an important role in the TV commercials, as a text or visual line. However, the music is used for a background purpose.
Designing the TV commercials, it is vital to remember about the audience it is targeted at. For instance, the American audience prefers simple, plain and easy to understand images. Too much fancy advertising ideas and their implementation may irritate people. The consumers like basic and easy to remember advertising jingles. In Europe, everything is totally opposite. A very simple approach to the promotion may annoy the consumers. Europeans are fond of image associations, strong ideas behind the advertisements of the products.
For the success of an advertising campaign with the help of the TV commercials, as for any other component of the advertising strategy, it is a must to know distinctively the tastes and the preferences of the target audience of the consumers.