Advertising Strategies and Formats for Television
3. HOW TO GET LIKE THAT THE NOTICE: – To study the characteristics and capabilities of the product and the value system prevailing in the group to which we are heading. – Attaching a value to the product. – Count in a clear and attractive. In professional terms it is positioning the product (apart from the pack). – Normally, the market rule itself those products and services that do not meet these three requirements. – Between identical products, the challenge is different. – If you really do not have any unique trait, characteristic, must create value by associating a concept or a feature that consumers appreciate you – then you have to communicate. The audience has to know the difference, so will have a reason to buy, and will no longer be just another product.
MAKING HISTORY
The big step for the advertising media is produced with the advent of television.
After printing, nothing has revolutionized the advertising market and production as the advent of television. With the advent of television, sectors previously chose the radio (feeding, cleaning and home) will take most of their budgets to television. Only a phenomenon like the Internet is being able to get into spaces formerly occupied by the TV. On TV has the largest investment in consumer products due to its speed and ability to get coverage and frequency. With the advent of TV come more advertisers and advertising agencies. In the beginning emerge 2 ways to introduce advertising –
Sponsored Programs:
advertisers on maintaining control. –
Spots:
has created especially for television, is implanted for decades as the traditional appearance of advertisers. From the advertising standpoint, this method offers the advantages: –
Speed of penetration
Geographical and temporal flexibility:
the broadcast times are very broad and supply is growing. –
Quality of the message
The drawbacks of advertising are: –
Saturation advertising:
TV companies partly or wholly financed by advertising, the more space sold more revenue. –
Doubts on effectiveness:
the saturation is joined by the flight of the hearing before the publicity. – High cost:
production of TV advertising is not cheap and prices too.
TYPES OF ADVERTISEMENTS
The choice of ad depends on: – The objectives we want to achieve. It’s different if a product is unknown to the consumer. – The group of people they are targeting. – The benefits of my product over the competition. – The potential to demonstrate the benefits of the product (as shown). In this function we can differentiate:
SPOT ADVERTISING:
This is the most common. Its duration varies between 20 to 60 seconds. They are located in blocks of programming PLUBLIRREPORTAJE advertising: ad 1 to 3-minute broadcast on the advertising block.
PATRONAGE:
can occur in 2 ways: One like the radio, with a message at the beginning and / or final a program or information which specifically mentions the sponsoring brand. In the other, the message is incorporated into program content, as it is the presenter himself or a third person who says it.
Telepromotions:
sites dedicated to promoting a product, service or during development also causes the program can provide some form of competition and include audience participation.Overprint inserting on-screen brand, advertising slogan or anything, so that the viewer sees while watching your program.
FORMATS
When you have decided what to say about the product the next question is how to say, how express the basic message. In this role, we have direct advertisement:
a speaker, communicates the message in camera or as voice-over (off camera) while on the screen are projected still and moving images. (Type advertising sponsorship)
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PRESENTER:
an individual or presenter showing the product, usually celebrities.
TESTIMONIAL:
a satisfied user talks about the effectiveness of a product (jazztel, kalia).
PROOF:
the product is shown in use, competition or well before and after. Thanks to these techniques, the audience viewed the performance you get.
ANNOUNCEMENTS MUSICAL: for them the entire message is transmitted through music. Well done achieve much better results than the average ad.
Troubleshooting: Snapshot of life
They reflect real life situations using actors portraying ordinary people.
LIFESTYLE them presents a user and their lifestyle rather than the product. The intention is to make the audience identify with the character of commercial or awaken the desire for that lifestyle.
ANIMATION:
they are very effective for communicating difficult messages, besides being able to reach niche markets such as children.