Article on creating a successful advert

A successful television commercials must begin with an attention getting opening. One of the greatest challenges of effective TV advertising in today's environment is the lack of attention TV ads get from consumers. first, many TV watchers get up and leave the room when commercials come on. Second, with technology like Tivo, consumers can easily skip over commercials to get to recorded programming. Then, even while people are in the room, a small percentage actually focus on a commercial to receive the message.

If people do watch and pay attention, what will make television messages impacting? An attention getting opening is what draws people into the commercial. Without something instantly impacting, the audience will be gone.

Television commercials must maximize their strengths. The opportunity to not only use visual stimulation, but to tell a story, present a product demonstration, do comparisons and combine these with sound and dialog are unique to TV. The creative opportunities are virtually limitless with the multi-sensory appeals.

TV commercials must be specific and clear with their messages. People should not only laugh or cry, but they should also be able to identify the brand and see a message that makes sense and is impacting. It must communicate the benefits of a product that match the needs of the targeted audience.

Ultimately, with the high relative cost of television advertising, planning and delivery must be excellent to give it competitive efficiency with other media.