Wednesday, August 31, 2005
What TV commercials should do
As a former advertising copywriter (copy = ad text), and direct marketing copy director, I am tempted to comment on blogs when the topic is advertising or commercials.
Doggone it, I did it again.
Here's what I posted as a comment to:
Deboer on Marketing and Creativity
"Rebirth of the 30 second spot"
[Be sure to visit Bruce's blog and see the full text of what I'm reacting against.]
[QUOTE -- comment by Steven/Vaspers]
I hate and despise the Chrysler and Hardee's commercials, in fact, just about all car commercials.
In automotive commercials, almost always, they show people driving wildly or at least at super high speeds, dangerous for anyone.
When you say you like TV commercials, I wonder about our difference in taste.
Can you name any?
To say they are "entertaining", "emotive", and "tied intimately to a brand"...nice, but wrong.
These are not what a TV commercial is supposed to be or do.
What TV Commercials Are Supposed to Do:
(1) provide product differentiation, a USP, reason to buy
(2) dramatize how the product solves a problem, meets a need, or enhances life/lifestyle
(3) dramatize why we need to BUY IT NOW...not tomorrow, which never comes
(4) dramatize what might probably happen if we DON'T buy it now
(5) dramatize how easy it is to buy product now
(6) explain how to buy it now, where to go, what to do
(7) explain any special offers or deals
(8) end with the name of the product (almost never done).
Posted by: Steven Streight aka Vaspers the Grate | Wednesday, August 31, 2005
[signed] Steven Streight aka Vaspers the Grate
Posted by steven edward streight at 8/31/2005 01:46:00 PM