Elements Of Tv Commercials


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Elements Of Tv Commercials

  1. 1. Elements of TV commercials Wilson Law Shing Him 09010058d Doris Mak Lai Ching 09098684d Rex Yip Ka Nang 09239202d Kitty Li Yan Yin 08340004d Zoei Ti Yuet Ching Susie So Sze Nga Jason Andrew
  2. 2. Outline <ul><li>1. Elements of TV Commercials </li></ul><ul><li>2. Case Study 1: Vanilla Taste Coca Cola </li></ul><ul><li>3. Case Study 2: Baygon & Dettol </li></ul><ul><li>4. Case Study 3: KMB & Vitasoy </li></ul><ul><li>5. Case Study 4: NaoBaiJin & Olay </li></ul><ul><li>6. Conclusion </li></ul><ul><li>7. Reference </li></ul><ul><li>8. Question and Answer Session </li></ul>Kitty Li Yan Yin 08340004d
  3. 3. Elements in TV Commercials Objective of TV commercials: Result that ads want to achieve E.g. Informative, Reminder, Persuasive Message Delivery: The way how ads message is delivered Execution Format: Techniques used in TV commercials E.g. Fantasy, Humor, Horror Kitty Li Yan Yin 08340004d Dictionary of marketing communications Norman A. P. Govoni
  4. 4. <ul><li>Purpose: </li></ul><ul><li>1.Encourage customers to make an initial purchase of a new product </li></ul><ul><li>2.Promote product awareness </li></ul><ul><li>(how the product works, provide information on pricing, and build product and brand awareness </li></ul><ul><li>http://www.examstutor.com/business/resources/studyroom/marketing/advertising/2-advertisingobjectives.php </li></ul>http://www.answers.com/advertising Why? Without that first trial of a product by customers, there will not be any repeat purchases. Trial
  5. 5. http://www.business-standard.com/india/news/not-just-plain-vanilla/03/31/153216/ http://en.wikipedia.org/wiki/Vanilla_coke VIDEO:h t tp:// www.youtube.com/watch?v =L69vsH3RTpo
  6. 6. http:// www.thecoca-colacompany.com/presscenter/newproducts_black_cherry_vanilla.html http:// www.business-standard.com/india/news/not-just-plainvanilla/03/31/153216 / Mak Lai Ching (Doris)09098684d
  7. 7. . Young consumers reported that they were more likely to buy products recommended by entertainers or famous athletes (Lafferty and Goldsmith, 1999). Lafferty, B.A. and Goldsmith, R.E. (1999), “ Corporate credibility ’ s role in consumers ’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad ” , Journal of Business Research , Vol. 44 No. 2, pp. 109-16. Invited the celebrities (Kenny and Anthony Wong Chau-sang )to be the actor ,WHY? Doris ,Mak Lai Ching09098684
  8. 8. <ul><li>Technique : Create a scene of curiosity </li></ul><ul><li>Why? </li></ul>Execution Format The curiosity of Kenny the curiosity of audience Awareness of the NEW VANILLA COKE Encourage customers to try the GOOD TASTE Kitty Li Yan Yin 08340004d
  9. 9. Reminder Advertising <ul><li>For products that have gained acceptance and are in mature stage of their life cycle </li></ul><ul><li>Build customer loyalty </li></ul><ul><li>Existing customers are targeted </li></ul><ul><li>Encourage continuous usage of products </li></ul><ul><li>Sometimes provide new and different information about the product </li></ul>Grewal/Levy (2008), “Advertising, Public Relations, and Sales Promotions” in Marketing , ed. New York: McGraw-Hill/Irwin, 536. http://www.bnet.com/2410-13240_23-64268.html http://www.answers.com/advertising Yip Ka Nang, Rex 09239202d
  10. 10. Example - Vitasoy <ul><li>http:// www.youtube.com/watch?v =TpQciB4TMEo&feature=related </li></ul>Yip Ka Nang, Rex 09239202d
  11. 11. Vitasoy - Objectives <ul><li>Developing customers loyalty </li></ul><ul><li>Not promoting any new product </li></ul><ul><li>Remind customers about the brand </li></ul><ul><li>Strengthening the existing image </li></ul>http://zh.wikipedia.org/zh-hk/%E7%B6%AD%E4%BB%96%E5%A5%B6 http:// www.flickr.com/photos/food4connie/2731074648/ http:// www.flickr.com/photos/food4connie/2731074648/ Yip Ka Nang, Rex 09239202d
  12. 12. Vitasoy – message delivery & execution format <ul><li>Use a song to catch audiences’ attention </li></ul><ul><li>Use general faces instead of celebrities </li></ul><ul><li>Give a warm feeling to target customers </li></ul><ul><li>Emphasize on the image as “a friend always be with you” </li></ul>http://www.vitasoy.com.hk/chi/product/soya001.html Yip Ka Nang, Rex 09239202d
  13. 13. Olay <ul><li>http://www.youtube.com/watch?v=bWaAAzeInio&feature=related </li></ul>http:// www.youtube.com/watch?v = bWaAAzeInio&feature =related Wilson, Law Shing Him (09010058d)
  14. 14. Olay <ul><li>Objective </li></ul><ul><li>Informative advertising </li></ul><ul><li>-S tress product’s benefits </li></ul><ul><li>Present a problem to which you have the solution </li></ul>customers Advertisers Product’s benefit http:// www.answers.com /advertising Wilson, Law Shing Him (09010058d)
  15. 15. Olay <ul><li>arise customer’s problems : </li></ul><ul><li>pimple </li></ul><ul><li>black mark </li></ul><ul><li>spot on face </li></ul><ul><li>http:// www.youtube.com/watch?v = bWaAAzeInio&feature =related </li></ul><ul><li>use Olay to solve the problems: </li></ul><ul><li>spots have gone </li></ul><ul><li>skin is feeling soften </li></ul><ul><li>feel relax </li></ul><ul><li>give younger looking skin </li></ul><ul><li>Wilson, Law Shing Him (09010058d) </li></ul>
  16. 16. Olay <ul><li>However…… it is a dynamic advertisement? </li></ul><ul><li>How to make an advertisement more memorable? </li></ul><ul><li>Enhance reliability </li></ul><ul><li>- include statistic supporting </li></ul><ul><li>Symbolize the brand </li></ul><ul><li>- Spokesperson or celebrity </li></ul><ul><li>Immediate attention </li></ul><ul><li>famous music </li></ul>Kenneth Roman and Jane Maas(2003). How to advertise. ST.Martin’s Press.New York Wilson, Law Shing Him (09010058d)
  17. 17. Olay <ul><li>Kenneth Roman and Jane Maas(2003). How to advertise. ST.Martin’s Press.New York Wilson, Law Shing Him (09010058d) </li></ul>Ordinary Advertisment reliability symbolize immediate attention Memorable Advertisement
  18. 18. Case: Naobaijin 脑白金 Dongxiao Li 09704019d
  19. 19. TV advertising Execution forma Objectives Message delivery Elements of TV advertising Specific communication task to be Accomplished with a specific target By how commercials gain attention and communicate well through message Techniques and styles used to capture the target Market’s attention and interests Dongxiao Li 09704019d
  20. 20. Reminder Advertising (Continuity) Try to keep consumers thinking about the product Try to encourage people to repurchase Try to keep it in mind during off-seasons Try to maintain its top-of-mind awareness Try to remind the needs of the product Advertisements of Naobaijin are classified as Reminder Advertising Dongxiao Li 09704019d
  21. 21. Advertising appeals though Message delivery ? ? ? Dongxiao Li 09704019d Distinctive Meaningful believable
  22. 22. Use of execution format <ul><ul><ul><li>Lifestyle </li></ul></ul></ul><ul><ul><ul><li>Fantasy </li></ul></ul></ul><ul><ul><ul><li>Personality symbol </li></ul></ul></ul><ul><ul><ul><li>Technical expertise </li></ul></ul></ul><ul><ul><ul><li>Scientific evidence </li></ul></ul></ul><ul><ul><ul><li>Testimonial evidence </li></ul></ul></ul><ul><ul><ul><li>Endorsement </li></ul></ul></ul>Used format Unused format Slice of life Mood or image Musical Dongxiao Li 09704019d
  23. 23. Responses to Naobaijin’s advertisements 2002 2008 +36% 45% of people felt sick when its advertisements were shown in 2002. In 2008,81% of people said they would switch the channel as long as they see the ads. A Survey from SJTU 45% 81% Naobaijin needs much improvement through message delivery and execution format. Dongxiao Li 09704019d
  24. 24. Key terms of successful TV advertisement s let audience involve in it solve the customers’ problem through message single-minded (focus on only one idea) grab the viewer’s attention at the first 5-10 seconds Dongxiao Li 09704019d
  25. 25. <ul><li>The end </li></ul><ul><li>& </li></ul><ul><li>Question and Answer Session </li></ul>