Exam 3 - vivi class notes exam III- Fall 2006 - Murphy

Exam 3 - vivi class notes exam III- Fall 2006 - Murphy -...

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November 21, 2006 Exam III Advertising 318j Fall 06 Creativity in TV Advertising 1. Grab the Viewer’s Attention Basic TV Fact #1 Remember the situation, people are inattentive. - TiVo has given us a lot of power over controlling commercials - The first five second of a TV commercial is crucial. - Graphic, visual effect, or personality so the people have something to relate to. - ex: local advertising campaign, arrest your attention—NASA, good visual 2. Be single minded. - be direct, mistake to convey several points in your commercial 1. “ Name- Claim- Demonstration” - simply register the name of the sponsor, know the benefits, demo- why should the consumer believe the benefits - in order to achieve this, must be single minded - spot of Anthony Hopkins of the UK 2. Register the name of your brand - best way to do this is through repetition - EX: spot: Fanta, Make Music in your mouth Basic TV Fact # 2 Too often, viewers remember the commercial NOT the sponsor. - tragic a way a commercial gets lost -EX: McDonald commercial with the baby 3. Have a payoff. - EX: spot of Home Depot, dad building a tree house for his son. - Murphy suggested that they forgot the tagline at the end of the commercial “ You can do it, we can help.” - EX: spot: Artoc? Foreign commercial about panty house, funny with subtitles. 5. Build Campaigns, not individual ads.
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Exam 3 - vivi class notes exam III- Fall 2006 - Murphy -...

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