What are the qualities of a good TV Commercial? (Reclaimed)

[Member of the Old Forums]

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.

[Member of the Old Forums]

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.

[Member of the Old Forums]

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

[Member of the Old Forums]

It should be honest, truthful and descent.



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

[Member of the Old Forums]

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.

[Member of the Old Forums]

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.

[Member of the Old Forums]

Topic after my own heart.

[Member of the Old Forums]

Thank you all for your replies. More are invited.

[Member of the Old Forums]

^



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.

[Member of the Old Forums]

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.

[Member of the Old Forums]

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.

[Member of the Old Forums]

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

[Member of the Old Forums]

^


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.

[Member of the Old Forums]

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".

[Member of the Old Forums]

^
^



Thank you clearing up things.

[Member of the Old Forums]

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.

[Member of the Old Forums]

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.

[Member of the Old Forums]

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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Thanks everyone for  participating. More replies are invited.

[Member of the Old Forums]

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