- Brand Identification
Research has demonstrated that a shocking percentage of viewers remember your commercial, but forget the name of your product. All too often they attribute your commercial to a competing brand.
Many copywriters think it crass to belabor the name of the product. However, for the benefit of those who are more interested in selling than entertaining, here are two ways to register your brand name :
- use the name within the first 10 seconds.
- play games with the name - spell it
When you advertise a new product, you have to teach people its name on television.
- Close Ups
It is a good thing to use close ups when your product is the hero of your commercial. The closer you get on the candy bar, the more you make peoples mouths water.
- Open With Fire
You have only 30 seconds. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer.
people screen out a lot of commercials because they open with something dull. You know that great things are about to happen, but the viewer doesn't.
- Sound Effects
While music does not add to the selling power of commercials, sound effects - such as sausages sizzling on a frying pan can make a positive difference.
- Voice-Over or On Camera ?
Research shows that it is more difficult to hold your audience if you use voice-over. It is better to have the actors talk on camera.
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