Q: What Makes a creative TV Advertising Commercial Effective?
A: Addressing a Critical Customer Desire, Clearly Communicated as a Competitively Distinct Brand Benefit is the key to producing a creative TV commercial… that’s effective. How our creative TV advertising agency team creates, measures & evaluates a TV Advertising Commercial‘s effectiveness is quite different from most traditional advertising agencies that like to talk about their work in terms of amusing, clever or creative. At Quenzel & Associates, making a creative TV Advertising Commercial that’s effective starts with a clear understanding that we are salespeople and our job is to sell a client’s products and services. Like any great salesperson, we also like to keep score of what matters. For a full-service, creative TV advertising agency, keeping score of what matters means understanding what methods of communication are the most persuasive for selling a particular client’s products and services and what methods are the least persuasive.
If it Doesn’t Sell, It’s Not Effective. When our creative TV advertising agency team studied those TV Commercials that were extremely effective from the clients point of view… those commercials that truly persuaded people to take the desired action… we heard our client’s potential prospects & current customers describe the commercials as appealing, believable, convincing, effective, informative, likable, true to life & worth remembering. When we studied those TV Advertising Commercials didn’t work, we heard them described as confusing, dull, easy to forget, irritating, phony & pointless.
Critical Customer Desire. Generating the desired marketing action requires the delivery of a highly meaningful message. The most effective TV Advertising Commercials grow out of a clear understanding of the key drivers of customer satisfaction and delivery of a highly meaningful message to the target audience.
Clearly Communicated. To survive the ‘sensory overload’ today’s noisy marketplace causes, viewers actively filter out most messages. The most effective TV Advertising Commercials attract a viewer’s attention by breaking through their active filters with an emotional sensory connection and then helps them process & comprehend the message by relating it to their past experiences & memories or desired expectations.
Competitively Distinct Brand Benefit. Generating the desired marketing action requires a clear understanding of the desired customer experience. The most effective TV Advertising Commercials consistently present the customer’s desired experience as a competitively unique benefit of the brand.
TV Commercial Likability Ratings & Marketplace Effectiveness. Our TV advertising agency team’s research into advertising effectiveness shows that while LIKABILITY is an important attribute in determining a TV commercial’s effectiveness, other attributes must be present for the commercial to contribute to a brand’s revenue growth.
Our TV advertising agency team’s research shows that over the long term, ads that prove effective at driving business growth have several common characteristics. People often describe such commercials as LIVELY or ENERGETIC, ORIGINAL or CLEVER, TRUE-TO-LIFE, WARM and/or TAUGHT ME SOMETHING NEW.
A considerable body of research supports our real world experience creating effective TV advertising campaigns to help our clients get more customers. 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.
Television advertising is a great way to reach new customers and build a strong brand. Television is one of the broadest reaching advertising mediums. According to the Nielsen Company, roughly 99% of all American households watch television on a regular basis.
Historically, television is a difficult medium to track and optimize, but with Quenzel & Associates approach to television advertising our clients can take advantage of cutting-edge measurement tools to help measure their TV advertising campaigns.
Quenzel & Associates approach to television advertising is affordable, measurable, targeted and fast.