A: A great TV Advertising Commercial – the kind that drives new web visits, call volume, store traffic, appointments, reservations, requests for proposal, etc. — always starts with a unique, new insight into your core customers. Turning insight into a TV Advertising Commercial that stands out and delivers the desired business results in an increasingly noisy marketplace requires the application of proven advertising techniques.
So what advertising techniques are proven to break through the noise and clutter? Let’s look at the TV Advertising research. M.J. Schlinger’s Viewer Reaction Profile (VRP) is a good place to start if you want to understand what make a TV Advertising Commercial effective. Schlinger’s Viewer Reaction Profile measures a person’s level of agreement (strongly disagree to strongly agree) with 32 descriptive statements about the advertising. The 32 statements are then grouped into seven key TV Advertising Commercial effectiveness dimensions:
1. Entertainment Value (seven statements).
2. Confusion Factor (four statements).
3. Relevant Information (five statements).
4. Brand Reinforcement (two statements).
5. Empathy Factor (five statements).
6. Familiarity Factor (three statements).
7. Alienation Factor (six statements).
According to Schlinger’s research, high ratings from viewers on the Entertainment, Relevant and Empathy dimensions correlates to higher levels of TV Advertising effectiveness. Specifically, high ratings from viewers on these specific questions about their reaction to your TV Advertising Commercial correlates to higher levels of TV Advertising effectiveness.
1. The commercial was lots of fun to watch and listen to.
2. I thought it was clever and entertaining.
3. The enthusiasm of the commercial is catching-it picks you up.
4. I appreciate that it wasn’t just selling the product; it was also entertaining me.
5. The characters (or persons) in the commercial capture your attention.
6. The commercial keeps running through your mind after you’ve seen it.
7. The commercial gave me a new idea.
8. The commercial told me about a new product and I think I’d like to try it.
9. During the commercial I thought how that product might be useful to me.
10. That’s a good brand and I wouldn’t hesitate recommending it to others.
11. I know that the advertised brand is dependable and reliable.
12. The commercial was very realistic-that is, true to life.
13. I felt that the commercial was acting out what I feel at times.
14. I felt like I was right there in the commercial experiencing the same thing.
15. I learned something from the commercial that I didn’t know before.
Research Sources:Strasheim, Arien; Pitt, Leyland; Albert Caruana,. “Psychometric properties of the Schlinger Viewer Response Profile (VRP): Evidence from a large sample. (Report).” Journal of Advertising. 2007.George M. Zinkhan, Scot Burton (1989), “REFINING A MULTIDIMENSIONAL PROFILE FOR TELEVISION COMMERCIALS: AN APPLICATION OF TARGER ANALYSIS”, in Advances in Consumer Research Volume 16, eds. Thomas K. Srull, Provo, UT : Association for Consumer Research, Pages: 711-718.