Praising the tv commercial

Imagine for a moment you are the marketing and sales director of a large company. Achieving your sales targets is giving you sleepless nights. The company’s share price is under pressure, the board is getting nervous, City institutions are questioning the company’s investment policy.

How can you generate extra sales quickly and effectively through your consumer base, and expand your potential market?

The TV commercial seems to be a decision. It is a new and unique way of talking to consumers. Between popular programmes, you are given slots of time – anything up to 60 seconds. Within this spot you can say whatever you want in whatever form you like. You control the dialogue, presenting your product or service any way you wish.

Of course, the television commercial has been with us since 1955. Since its arrival, it has been one of the most, if not the most, effective creators of brands and wealth. So why is it that you can hardly pick up a marketing magazine without reading about the death of this medium?

Before you rush to the Internet, or search for some fashionable alternative media, look at these facts. The average adult in the UK watches more than 24 hours of TV every week, 60 per cent of children have a TV set in their bedrooms. One in four adults watch the soap opera Coronation Street, even more watch EastEnders. So why do you read that the likes of Cadbury, the chocolate manufacturer that sponsors Coronation Street, think most advertising is nothing but froth and are putting more money into programme sponsorship? Why did we read that Heinz was pulling out of TV advertising ( it has since gone back)?

Could it be that as the medium has become more competitive some companies have found it harder to create advertising that works? The medium is not a guarantee of success. It has to be used imaginatively. Perhaps this is the heart of the problem – it is just that some companies find this process difficult to manage.

3. Read the texts and render them in English.