According to researches, an average American watches television for about four hours everyday! This in itself points out to the huge potential this medium holds for advertising a company’s products and reaching the target customers. Increasing product sales and awareness about a company is indeed possible through television commercials, provided they are catchy, simple, creative and short while keeping the below given tips on enhancing TV advertising effectiveness in mind.
Tips for Making an Effective Television Advertisement
Keep it Short and Crisp
The success of any advertisement depends to a large extent on how well its script has been written. An effective way to write the script for a television commercial is to keep the language simple and the sentences short and hard-hitting. The script should be written in accordance to the air time that has been bought. The main motive of the script is to put across the message to the possible customers in the stipulated time. So, make sure that your script is able to deliver the same.
Make an Emotional Appeal
Researches have shown that an emotional appeal any day works much more than a rational appeal. So, through the television commercial, touch the heart of your target customers. Putting people in the advertisement as opposed to just the products that you are selling, will have a greater impact. Make the advertisements seem real, by having the people in the advertisement use the product or carry on any other activity, rather than just coming in front of the camera and smiling!
Tell a Story
Shoot the video for the television commercial as if you are telling a story. Do not end up taking a number of shots and then putting them together randomly, just because you want to display as many company products as possible! Instead, tell a story, both visually as well as verbally, so that the audience gets a clear idea of what message you are trying to convey, even if they are in the other room and are only able to hear that advertisement or if they are simply watching the advertisement on a muted television! Also, the video of the television commercial should totally match the script.
Call to Action
Remember to include the “call to action” in your commercial. In simple words, “call to action” means providing proper contact information to your potential customers, through the advertisement, so that they know where to place an order for the product or visit the company’s website or to call up, in case they want some additional information on the company as well as the product that is advertised. Thus, a good advertisement should contain the address of the website, phone number and physical address of the business.
Get Professional Help
To enhance your TV advertising effectiveness, hire a production company to script, write, shoot and edit the advertisement in a professional manner. Visit various television production companies, see their past work, negotiate for the best prices and then choose the one which fits your requirements. However, even if you hire a production company, remain involved in the whole process of creating an advertisement and give your inputs whenever needed.
Be Honest and Original
When making an advertisement, there are two things that you should steer clear of. First is making false claims about what your product can deliver and the second is making an advertisement similar to your competitor. In short, to enhance TV advertising effectiveness, be honest, unique and creative. Also, maintain some sort of consistency in your advertisements so that people start recognizing it. For this, you can either keep the jingle same or use the same colors or employ any other method which you feel will grab and keep the attention of your possible customers.
Time it Right
Once the advertisement is made, schedule it properly, so that your target customers are able to see it. So, choose the television stations as well as programs for displaying your advertisement, which your potential customers are most likely to watch.
With these TV advertising tips, any company can make good, effective television commercials, which can contribute a lot towards enhancing its sales and profits. When it comes to television advertisements, simplicity, emotional appeal, a good story, creative shooting and sharp editing is the key to success!