5 tv advertising.ppt
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This document discusses TV advertising and provides tips for when it is effective. It notes that TV advertising works well when you need to reach a large, similar audience, convey a visual message quickly, and have a sufficient budget. The document outlines advantages like creativity, audience reach, and attention but also disadvantages like lack of selectivity, fleeting messages, and clutter. It then provides examples of effective creative strategies for TV ads like using elements of surprise, betrayal, exaggeration, new settings or ideas, and focusing on a single strong message. Finally, it provides steps for creating a storyboard for a TV commercial.
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Let’s talk about powerful conversations! We all know how to lead a constructive conversation, right? Then why is it so difficult to have those conversations with people at work, especially those in powerful positions that show resistance to change?
Learning to control and direct conversations takes understanding and practice.
We can combine our innate empathy with our analytical skills to gain a deeper understanding of complex situations at work. Join this session to learn how to prepare for difficult conversations and how to improve our agile conversations in order to be more influential without power. We will use Dave Gray’s Empathy Mapping, Argyris’ Ladder of Inference and The Four Rs from Agile Conversations (Squirrel and Fredrick).
In the session you will experience how preparing and reflecting on your conversation can help you be more influential at work. You will learn how to communicate more effectively with the people needed to achieve positive change. You will leave with a self-revised version of a difficult conversation and a practical model to use when you get back to work.
Come learn more on how to become a real influencer!
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This presentation was uploaded with the author’s consent.Supercharge your AI - SSP Industry Breakout Session 2024-v2_1.pdf
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5 tv advertising.ppt
- 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