2. TV ADVERTISING IS GOOD WHEN…
You need to reach lots of segments that are
fairly similar or they are going through the
same hierarchy of effects
You need to convey a dynamic message or
one with strong visual imagery
Your message can be grasped in 30 seconds
You have ample budget
Your target segment matches the audience
for a program or a cable station
3. ADVANTAGES OF TV ADVERTISING
Creativity and impact
Coverage and cost effectiveness
Captivity and attention
Selectivity and flexibility
4. DISADVANTAGES
Lack of selectivity
Fleeting messages
Clutter
Limited viewer attention
Distrust and negative evaluation
5. POWER OF SURPRISING ELEMENT – DISCOVERY
OF UNPREDICTABLE QUALITY
Influence by shock – catch them unaware
Surprise the viewers through your TV ad by
being unpredictable or showing that this stuff
also exists in your country… or the product is
capable of this
Nike anytime – it’s just sports every time &
everywhere
Bajaj Discover – discover India in 1 litre
6. POWER OF ELEMENT OF BETRAYAL –
DISCOVERY OF BETRAYAL
Influence by element of INFIDELITY –
betraying the expectation of the viewers
Centre fresh.. sirf jubaan pe lagaam lagata hai, Haath pe nahi
Audi A4 – Thanks Dad… running away from marriage
7. POWER OF EXAGGERATION – EXAGGERATED
STORY BASED ON THE TRUTH
Influence by hyperbole – blow it out of
proportion
Basically one particular attribute is highly
exaggerated, so that it becomes its USP or
the talk of the town
Or your category is such a low involvement
category in consumer’s life, that you have to
make more noise
8. POWER OF THE SETTING – FRESH SETTING
GIVES NEW IDEAS
Influence by situation – a completely new
perspective
It’s about tweaking the situations to adapt in
storyline of your product… or force fitting
your product into a real life situation
9. POWER OF NEW IDEA – DISCOVERY OF NEW
RELATIONSHIP BETWEEN THE PRODUCT & THE
CONSUMER
Influence by invention – discovery or
invention of idea not thought by competition
& consumer both
Idea cellular – Get Idea for mobile number
portability or removing the language barrier
Tata tea – Jaago Re.. against voting or
backdoor admission
10. POWER OF ONE SIMPLE MESSAGE –
CONCENTRATING ON ONE ASPECT ONLY,
INSTEAD OF WHOLE LIST OF BENEFITS
Influence by single mindedness – the
creative is developed & informs only aspect
which is strong enough to differentiate.
Vodafone – showing the dog.. network
follows or Happy to help
Dettol – saving from germs
11. POWER OF THE PRODUCT ART – CREATE ART &
ENTERTAINMENT BASED ON THE PRODUCT
Influence by product focus – it’s just about
the product… highlighting a product attribute
strongly.
…don’t show or link with the communication
Hero Honda Hunk
Yamaha Fazer
Duracell batteries
12. STEPS TO CREATE A STORY BOARD
Create a title frame
Designate frame numbers or screen
numbers. -"t6m2s5," which stands for topic 6, module 2,
section 5.
Explain actions occurring on each frame-
“ravi throws ball at kiran”
Designate camera instructions.- "Camera follows
Ravi as he walks 4 steps to the left.“
Include character dialogue
Describe additional audio
