Transcript Commercials Powerpoint - Doral Academy Preparatory

Television Advertising
Television Advertising
• Television's broad reach makes it a powerful
tool for advertisers.
• Television commercials have become one of
the most effective, persuasive, and popular
methods of selling products
• During the 1940s and into the 1950s, hour
long programs were hosted by single
advertisers (Colgate, Kraft, Coke – Segment
shows)
COLGATE COMEDY HOUR VIDEO
The birthday of the bathroom break.
• The first television advertisement
was broadcast in the United States
on July 1, 1941.
• The watchmaker Bulova paid $4
for a placement on New York
station WNBT before a baseball
game between the Dodgers and
the Phillies.
• The 10-second spot displayed a
picture of a clock superimposed on
a map of the United States,
accompanied by the voice-over
"America runs on Bulova time.”
Commercials as we know them
• In the 1960s, an executive at NBC
revolutionized the television industry by
creating a new type of advertisement.
• He suggested using 1-2 minute spots during
television breaks,. now known as the
“commercial”
• This was a much more cost-effective way of
reaching the masses, and many companies
like Tide and Crest seized the opportunity.
Shampoo Commercial
Commercials and the 70’s
• The 1970s opened with the banning of
cigarette ads on television.
• Networks opposed the change because the
cigarette companies were a major source of
ad revenue, but the ban held.
• To bring in more advertising money, the
networks switched to alcohol companies.
• The 1970s era also brought about some catchy
jingles like Dr. Pepper's "I’m a Pepper, You’re a
1970’S Commericials (Dr. Pepper/7UP)
Pepper".
Commercials and the 80’s
• In the 1980s, television advertising targeted
new consumers—children.
• Advertisements during Saturday morning
cartoons were popular, as were shows based
on kids' toys (like G.I. Joe and My Little Pony).
My Little Pony and GI Joe
• Commercials also went big budget by hiring
major celebrities and directors to create ads,
such as Ridley Scott’s ad for Apple Computers.
Apples first Macintosh commercial & MJ
Commercials and the 90’s
• By the 1990s there were major changes in
television advertising.
• The typical hour-long program contained up
to 19 minutes of advertising space.
• The development of TiVo caused controversy
because of its commercial-skipping
capabilities, and advertisers began to vie for
viewers' attention by hiring popular actors and
characters to star in commercials.
New blue M&Ms
Elements of a good Commercial
1.
2.
3.
4.
Humor - When you think of your favorite commercials, one thing they
all probably have in common is humor. Some of the most memorable
commercials are ones that make you laugh even after you have seen
them a few times.
Out of the Ordinary Content - humor is great in ads, but sometimes if
people hear the same joke over and over again, it will no longer be
funny. Making a commercial different from the rest will help it stand out
Nissan Leaf Commercial
and make it one that is memorable
Clear on what is for Sale - Occasionally, the creative team working on a
commercial will get too creative, and overlook the main objective of a
commercial: to attempt to sell a product. Some commercials can get too
Gorilla commercial
complicated and confusing.
A good jingle - A jingle is a short musical tune . The jingle has lyrics that
promote the product being advertised
HISTORY OF JINGLES
• Product advertisement with a jingle can be
traced back to 1923.
• If one entity has the best claim to the first
jingle it is General Mills who aired the first
singing commercial over the radio on
Christmas Eve in 1926 – The bit was titled
"Have You Tried Wheaties?”
•
http://www.modestoradiomuseum.org/radio%20jingles%20&%20logos.html
Top Commercials with Jingles
• Oscar Mayer - In the 1970s, kids learned to spell
Oscar Mayer and bologna.
• I Am Stuck on Band-aid - Johnson & Johnson, the
makers of Band-aids, produced this jingle to brag
about their product’s staying power.
• Kit Kat Bar -The marketing genius of this song is that
not only is it hummable, but the lyrics are easy to
remember.
• Meow Mix - While the lyrics may be lacking, the tune
still sticks with us to this day.
Cost of TV Commercials
• The TV commercial is generally considered the most effective
advertising format
• TV networks charge for commercial airtime depening on the
TV events.
• The annual Super Bowl football game in the United States is
known as the most prominent advertising event on television.
• The first famous Super Bowl commercial was in 1973 for
Noxzema – It featured legendary New York Jets quarterback
Joe Namath.
• The average cost of a single thirty-second TV spot during the
Super bowl game has reached $3.5 million (as of 2012).
Milestones in
Super Bowl Advertising
• 1980’s. Mean" Joe Greene” Coke Commercial: the only
Super Bowl commercial to inspire a feature-length TV
movie, "The Steeler and the Pittsburgh Kid.” A spoof of this
commercial was later made in 2009.
• 1990’s. Michael Jordan Nike Ad: Michael Jordan and Bugs
Bunny play basketball against Marvin the Martian. This
commercial inspired Warner Brothers to create Space Jam.
• 2000. Year of the dot com commercials: Seventeen dotcoms advertised during this Super Bowl, with entertaining
results
Milestones in
Super Bowl Advertising
• 2002. A nation reflects: The Sept. 11 attacks ensure that
almost all of the 2002 ads will be boring; Budweiser held a
tribute to the a tribute to the terrorist attacks of 9/11. The
commercial aired only once, but was available on the website
for a period of one year.
• 2011. The longest ad: 2011 – Chrysler created an ad featuring
shots of the once great industrial city of Detroit, cutting to the
visuals of Eminem driving about the city. At 2 minutes, this is
the longest advertisement in Super Bowl history. In 2012 they
did it again this time using Clint Eastwood.
Advertising continues to grow and change.
The advent of television on the internet has
allowed networks to continue their advertising
online. Even though commercials have
become shorter and more expensive, they
have also become more interesting.