Types of Television Adverts

As we have seen, on the one hand, television adverts have to adapt to the visual characteristics of the medium and on the other hand they have to adapt to the personality that we want to give the product. The fundamantel schemes which are used to create adverts are:

Demonstrative adverts. The big advertising specialists usually claim that television has been made to show things on. If our product has an advantage above the competitor and we can show it visually this option is usually the obvious one. For example, if our knife cuts better, it is more resistant than that of our competitor, we can carry out a demonstration.

Using real people. We can use a presenter to communicate with the public. We can use different famous people or fictional characters as presenters of our company's message. For example, if we want to transmit credability of a specific financial offer from a bank, a typical option is to use a famous person that the audience trusts and looks credible advertising this product.

Testimonials. Instead of using a famous person to make the message believable you can use the tesimonials of real unknown people. If you decide to do this, it is important that what these anonymous consumers say about the product is believable. People usually look for real consumers that express their opinions sincerely and with whom potential clients can identify themselves.

Life Style. A great variety of products like beer, tobacco, perfume, dresses are not usually sold because of their technical characteristics but because they give the consumer a certain life style. For example, normally perfumes do not appear in adverts saying this perfume smells better, but this perfume is for you because you are young, impulsive, urban and an extrovert. Adverts that advertise beer usually sell the benefit of social relationships and being able to integrate in a group and to carry out a certain type of life.

The problem and the solution. Some adverts that have a very simple outline are extremely efficient when transmitting a message and selling a proudct. These types of adverts present a problem to later present the product and the solution. For example, if an advert shows a girl really excited about her new outfit for a party and soon she gets a stain on it. This can be a great tragedy as she can not go to the party because of the unappropriate stain. However, if then the grandmother, mum, neighbour or presenter suddently appears with a special product - aproduct that removes the stain. We can see the solution: the girl is happy and goes to the party.

There is a wide variety of objectives and wide poplational groups that we can target. That is why the types of adverts that appear on the television are extremely varied.

The type of advert that we use in a specific case depends on:

The poplational group we are targeting.

The advantages of the product compared to the competition.

The possibilities to show the advantages of the product.

The possibilities to give credibility to the advantages.

 

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