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Author Topic: What are the qualities of a good TV Commercial? (Reclaimed) (Read 40081 times)

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Hello


This is my first topic here. I have been a member for over a month.



There are so many commercials on TV these days, whatever channel we watch. Some of them impress, others don't. Why is it this so? What are the qualities of a good commercial. I have tried to pinpoint some, but I don't seem to work my way around this.



I will be thankful if some senior members help me out.





This topic was started by Nihal.

Last Edit: December 22, 2011, 08:08:26 AM by Gopalan
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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #1 on: November 25, 2011, 11:00:40 AM





As I don't know much about advertising but I plan to join this profession. I think the most important quality of a good TV commercial is that it makes people buy the good advertised for.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #2 on: November 25, 2011, 11:01:09 AM





A good TV Commercial for me is the one who attracts me.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #3 on: November 25, 2011, 11:01:42 AM





It should be honest, truthful and descent.



Turn off the song, view the commercial, and see if it conveys the sales message sharply.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #4 on: November 25, 2011, 11:02:17 AM





Being a Commerce student, we study that an advertisement, either TVC or print, should be attractive, simple, the language should be easily understandable, choice of the media should be correct.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #5 on: November 25, 2011, 11:03:01 AM







David Ogilvy has written someplace that if you turn OFF the audio in a commercial and it still conveys the entire message you want it to convey, it is a perfect commercial.






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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #7 on: November 25, 2011, 11:04:33 AM





Thank you all for your replies. More are invited.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #8 on: November 25, 2011, 11:05:21 AM


^



Well, Nihal, a TVC is a team effort and a lot of coordination and concerted inputs go into it.



All advertising, including TVCs, flow from the client's brief.


The first step is evolving the concept. Usually two, three or more options of the concepts are presented to the client, who selects ne of those for further development.


The concept is then translated into a script. A script is the document that details the visual as well as the audio parts of the commercial side by side.


It is at this stage that almost all the details are ironed out. What the action will be, whether it will take place indoors or outdoors, or swing back and forth between indoor and outdoor scens, whether a set will be built or the TVC will be shot at some location, what time of day or night the action will be taking place - all these issues are resolved at this stage. If the TVC has to have models, how many they will be, what they will be doing and saying, what their ages will be, what sort of people they will be depicting, even what they will be wearing, is decided at this stage.. Everything that will be shown has to be relevant to the brief, and must contribute something to the overall impact of the finished TVC.


After the cript has been finalized and given approval by the client, the TVC goes into the shoot stage.


It is the client's brief that determines much of what the TVc will finally become and convey.






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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #9 on: November 25, 2011, 11:06:01 AM





i am rather hidebound about this business. If a TVC, or any other type of advertisement  for that matter, doesn't engage you enough to find out more about the advertised brand, it isn't doing the job it is supposed to do.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #10 on: November 25, 2011, 11:06:38 AM




Given that the durations of television commercials are shrinking due to media cost inflation, the opening few seconds must be gripping. Unless a commercial can grab and hold attention, it is liable to be zapped.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #11 on: November 25, 2011, 11:07:33 AM





Some commercials are too involved and bring in the product often right at the end. Why is that so?





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #12 on: November 25, 2011, 11:08:53 AM


^


The idea is to tell a story in the commercial. And tell it in 30 seconds or less. If there is a compelling idea, it can surely make a commercial stick to the viewers memory. But such commercials are very rare.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #13 on: November 25, 2011, 11:10:41 AM





Best practice is to introduce the product as early as possible. There are exceptions and always will be. It is capital to make a moving story board and pretest it.



Producing, and especiaally airing commercials is a costly affair. Things should NOT be left to chance or "gut feeling".





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #14 on: November 25, 2011, 11:11:31 AM


^
^



Thank you clearing up things.






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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #15 on: November 25, 2011, 11:11:58 AM






Thanks to every one who so kindly spared some moments to help me.


And special thanks to member Kausar for such a detailed response.



Thank you all once again.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #16 on: November 25, 2011, 11:14:12 AM










David Ogilvy has written someplace that if you turn OFF the audio in a commercial and it still conveys the entire message you want it to convey, it is a perfect commercial.





Ogilvy did say that, and it is one  of the most easy test to perform.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #17 on: November 25, 2011, 11:14:43 AM





I will stick out my neck and say that commercials should NOT be creating suspense and keep the audience guessing about what the fuss is all about.


Many commercials we say today  give no inkl;ing about what they are about. In my opinion, this is a rank bad way to make a commercial.






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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #18 on: November 25, 2011, 11:15:45 AM





Thanks everyone for  participating. More replies are invited.






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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #19 on: November 25, 2011, 11:16:06 AM





Relevance is one of the most desired qualities of any advertisement. This also applies to television commercials.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #20 on: November 25, 2011, 11:16:32 AM





TVC's should be telling a story, but that story should be about the brand, NOT about Sindbad's travels or Alexander's conquests




EDIT: Corrected a formatting error.

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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #21 on: November 25, 2011, 11:16:57 AM


^


Exactly.  It is the relevance of the TVC to either the brand or some specific need that it satisfies which determines its success and effectiveness





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #22 on: November 25, 2011, 11:17:39 AM





If one takes a good hard at the television commercials being produced worldwide, these days it seems the entire accent is on production values and techie innovations.




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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #23 on: November 25, 2011, 11:18:18 AM


^



Well, no work should be shoddy, nor should it be involved and taxing. People hardly ever watch commercials as a matter of choice.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #24 on: November 25, 2011, 11:18:50 AM





A good commercial always engages the audience in the first few seconds  and makes them want to watch it till the end,





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #25 on: November 25, 2011, 11:19:52 AM






With all this up here, it seems making a TVC is a very tough job.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #26 on: November 25, 2011, 11:20:19 AM





Yeah, looks like it.


_______________


Thank you every one for tjhe kind responses.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #27 on: November 25, 2011, 11:22:00 AM





The first step in the creation of a TVC is the client's brief.


All advertising is done for achieving some pre-defined goal. The TVc should be faithful to the brief.


The second step is integration into the overall communication strategy of of the client. All elements of a campaign should seamlessly integrate with the strategy ruling at at any given time. I will elaborate.


Let us suppose the overall strategy of the client at a certain time is soft-sell. If a TVC concept fits the brief, yet is loud and aggressive, it will not integrate with the other elements of the campaign,


The message delivered by the TVC should be clear and leave no room for any ambiguity.


The TVC should conform to and fulfill the requirements of any regulatory laws governing the advertising of the product it is being made for.  There is no point in creating a TVC which cannot be aired.


Most important, and this has already been stated in a number of contributions above, the TVC should be engaging: it should win the attention of the viewer right from the start and keep it till the end.


Finally, the better the production values, the better the TVC will be, but message and clarity of message should never be sacrificed for production values and technological gimmickry.





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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #28 on: November 25, 2011, 11:22:31 AM





The prime consideration is that the TVC should never lose focus on the brand.



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Re: What are the qualities of a good TV Commercial? (Reclaimed)
Reply #29 on: November 25, 2011, 11:22:54 AM




The better TVCs rely more on visual imagery than the narration to convey the client's message.



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