Commercial Advertising Techniques

Companies use commercials to reach those who view television shows or watch videos on TV or online. Because it is easy to turn a channel, skip through recorded commercials or close a Web browser, those who make commercials must try to make their advertisements as compelling as possible. Advertisers employ a handful of techniques to reach target audiences and promote products.Demographic PositioningDemographic positioning occurs in commercials when the advertiser makes it clear that the company is mainly trying to reach a certain audience. This audience can vary depending on age, gender, wealth, education level and ethnicity. Examples of this type of advertising can be found in DirecTV's "Sunday Ticket" commercials that promote football packages to a largely male audience.Dramatic ConflictCommercials that have some kind of dramatic conflict that must be resolved may capture the interest of viewers. The conflict could be as simple as a mother arguing with a teenage daughter or a mailman working in a snowstorm. Advertisers often create "heroes" for whom viewers can root in commercials with dramatic conflict. A famous dramatic conflict commercial appeared in the 1980s in the Partnership for a Drug-Free America commercial during which a child tells his questioning father "I learned it by watching you" when asked about how he found out about drugs.EmotionThere are certain situations and ideas that advertisers rely on to create an emotional response among viewers. This includes family memories, weddings, funerals and natural disasters. The stronger the emotion a commercial evokes, the more likely a person is to watch it. Cotton's "The Fabric of Our Lives" campaign focuses on life events and how cotton is involved in them.Big ExaggerationsA small exaggeration in a commercial might be viewed as a lie, but a large exaggeration is more often viewed as a comedic element and an attention grabber. One method associated with this technique involves exaggerating the visual element but understating the copy or vice versa. An example of an exaggerated commercial can be found in the Old Spice campaign that includes a man log rolling, building a kitchen with one hand, baking a cake and diving into a hot tub in less than 30 seconds.Interesting CharactersMany companies have mascots or spokespeople who represent them in commercials. Some of these spokespeople are celebrities or athletes; others are characters the advertising agency makes up to garner interest in a product or service. Geico's cavemen and gecko mascots are two examples of interesting characters.Promise BenefitsCommercials often make promises that a person will benefit from using the product or service being promoted. These benefits could include assistance with physical ailments, more friends, a lifetime guarantee or an easier life. Effective advertisers will focus on specific benefits rather than general ones. For example, Fiber One commercials focus on the benefits of eating fiber with your breakfast.

Reasons for Jingles in Advertising

Jingles are a form of rhyme, and they've been around for centuries. They were first used in advertising in 1928, when a radio advertisement asking "Have Your Tried Wheaties?" hit the air, according to author Steven Karman in his book "Who Killed the Jingle?" Since then, jingles have been an important part of both advertising and popular culture, although the use of the jingle is currently in decline as more companies turn to popular songs to promote their products.MemoryThe biggest reason that jingles are used to promote products is that advertisers know jingles help people to remember the commercial. Research supports this assumption. A article in the 1991 "Advances in Consumer Research" notes that researchers consistently find music increases recall -- unless the music is itself difficult to remember. Simple tunes with simple words virtually guarantee that the consumer will remember the advertisement, sometimes for years.RepetitionA good ad campaign involves repetition so that the consumer will associate the product with the company. Jingles take repetition a step further. After hearing a jingle several times as part of a marketing campaign, consumers will often create their own repetition, humming the tune or singing the words in their head. Sometimes the mere sight of the product can trigger the words of the corresponding jingle. Jingles can take on a life of their own, showing up in popular media such as songs, movies and in online social networks. The result is additional product promotion at no cost to the company.ProvenJingles work. While ad companies are still testing the effects of many forms of advertising, history shows that commercials that incorporate jingles are often effective. For example, most people are familiar with phrases such as "I wish I were an Oscar Mayer wiener," "Be all that you can be in the Army" and "Double your pleasure, double your fun with Wrigley's Doublemint gum." Not only do people remember the jingles, but many are likely to choose the product advertised over competing products, according to researchers. After all, don't people prefer energy drinks that "give you wings?"BrandingBranding is all about creating an image of your company and having that image stick in customer's minds. Jingles are an effective adjunct to visual advertising when it comes to creating a brand. People who are not able to connect a clever logo to your brand might remember a catchy tune quite well. Put the name of your company or product in the jingle, and your company will forever be associated with the accompanying words, as long as listeners are exposed to the jingle enough times.

How to Design a Slogan

A slogan is a short, catchy summation of a company or product that accompanies a logo and is often featured as the last spoken words in advertisements. The most successful slogans become familiar to consumers and immediately bring to mind the company and it's products. There are a few basic rules to keep in mind when designing a slogan for your business.Keep it Short and SimpleShort slogans tend to be the most successful, simply because they are easier to remember. Advertising consultant group Simplimation suggests that a good slogan should be no more than 10 words long, and that shorter is generally better. Well-known slogans such as "Just Do It!" and "Got Milk?" are powerful examples of short, catchy copy. In addition, a successful slogan avoids jargon or unfamiliar terms in favor of short and simple words understood by a majority of the population.Emphasize Your StrengthsEven a catchy slogan won't be much help if it doesn't bring positive associations to a consumer's mind. Make sure that your slogan says something positive about the products your company offers. For example, the slogan "That was easy" suggests that the experience of shopping at Staples is one of convenience. The slogan "The best a man can get" implies that shaving with a Gilette razor will improve a man, and seems to suggest that it may improve more than just his appearance.Avoid the ObviousSlogans that are not unique or sound too close to other slogans may not immediately catch a consumer's ear. For that reason, it's often best to avoid obvious turns of phrase when designing a winning slogan. Online advertising company WebSiteText suggests steering clear of cliches such as "Your choice for" or "Your resource for." Similar phrases such as "number one" may seem boring to potential customers. Don't tell your customer that your company is different; show them you're different with a unique slogan.Match the BrandBe sure that the slogan you design is in accordance with the brand you've already created. Brands have personalities, and just as with people, a brand that delivers an inconsistent message will be seen as untrustworthy. Even the catchiest slogan will be counterproductive if it contradicts the messages sent by the rest of your advertising.

For example, a company that markets to mothers and promotes a warm, comforting brand image should avoid a brash, edgy slogan.

ADVERTISING VOCABULARYWORD/PHRASE MEANING EXAMPLE

Commercial Advertising Techniques

Reasons for Jingles in Advertising