Find out more about types of TV commercials and marketing strategies used in them.
Characters and Celebrity
Television commercials that use characters and celebrity are hoping to catch in on that individual’s popularity. By hiring a popular and well-liked entertainer, the company is hoping to woo viewers who’d like to be more like that celebrity. If a well-known celebrity is out of a business’s budget, newscasters lead actors from plays, and other familiar local faces may be a reasonable substitute.
Associated user imagery uses unknown characters or common stereotypes that the advertiser wants to be associated with the product. For example, a local clothing company may set the scene for a commercial by having young people on a yacht or out playing basketball. Both of these formats appeal to aspirational viewers who would like to be more like the celebrity or stereotype represented.
Benefits
This format of commercials shows how using the product or service will cause something interesting or wonderful to occur. For example, perfume television ads often show how using the product could cause members of the opposite sex to lose their inhibitions. A cafe or coffee shop could focus on romantic connections and positive dates.
The Benefit format of advertising takes the benefit a step further, showing results that the viewer know are improbable. For example, using a certain type of cologne will not cause mobs of women to chase the user down the street. A designer clothing company could use the format to show men dropping everything to follow a woman uncaring the company’s newest creation.
Comparison
The Comparison commercial format informs the viewer of why the product or service is superior to similar products or services. It focuses on differences with competitors as opposed to the consumer’s need for the product. Business doing a car or van rentals, for example, can use this format to focus on the benefits that a small business can offer instead a larger one.
The Comparison format focuses on points that make that product different from the rest of the pack. It can be anything from feature to unique design, inventor, product name or brand. As J. Faber agrees this type of ad also tends to demonstrate the need for the product and points out why this product is better from a similar one. Companies can also use it to showcase the uniqueness of their services or products.
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