This document discusses elements of TV commercials and provides case studies analyzing different commercials. It covers the objectives, message delivery techniques, and execution formats used in commercials for Vanilla Coke, Baygon/Dettol, KMB/Vitasoy, Naobaijin, and Olay. It finds that the Naobaijin commercials were not as effective due to issues with their message delivery and execution format that failed to grab attention or involve audiences. Successful commercials focus on a single idea, solve customer problems, and grab attention within the first 5-10 seconds.

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

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

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. 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. . 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

18. Case: Naobaijin 脑白金 Dongxiao Li 09704019d

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. 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. Advertising appeals though Message delivery ? ? ? Dongxiao Li 09704019d Distinctive Meaningful believable

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. 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