Posts Tagged ‘Television advertisement’

A survey of more than 100 national advertisers illustrates marketers’ continued lack of confidence in the effectiveness of television ads.

(joint survey done by ANA (Association of National Advertisers) and Forrester Research Inc)

I fast forward through commercials when I can, however if there is a program I am watching that I have not recorded, then I usually will stay and watch the commercials. I enjoy seeing creative, well thought-out commercials, but I do think because of things like the DVR and the 5 + commercials that are crammed into one spot, that integrated commercials/sponsorships will become more and more common.

There are the humorous commercials that make me laugh, and although these commercials have been shown to work, a lot of the time I am left clueless on the point they were trying to convey, or what the commercial had to do with the company or the product.

Per an essay on Direct Essays.com done on commercial effectiveness it is a common belief that commercials make consumers want to buy a product, to the contrary psychologists believe that commercials make consumers more ready to buy; I would have to agree with this.

All of these commercials below that stuck with me make me more ready to buy, not just to buy the product in specific, but to buy into the message they are selling. A more economical, eco-friendly hybrid vehicle, I know for my next car I wanted to look at a hybrid, but this reinforces that feeling, and when I am ready to purchase, Ford will be one of the cars I look at.  Same for the Stouffer’s commercial, and I am already enrolled in my undergraduate program through a distant learning program.

These three below commercials stand out:

I love this below Ford Fusion commercial, it is redefining what Ford is in the eyes of the consumer, it is uniting the words, sounds and images; they are all related to each other, and enhance one another.  This is one of the best commercials I have seen done by Ford in a while.

The reason that I think this Stouffer’s commercial is brilliant is because it is part of a larger campaign, a bigger picture, which is sitting down with your family and having dinner, doing it together. I know this resonates with me, as it is hard to find enough hours in the day to get through all of my responsibilities much less have time left to spend with my family. This commercial also does something else, it takes the message beyond the 30 seconds, and it takes you to their website (www.letsfixdinner.com) where you can join the ‘Let’s Fix Dinner Challenge’ and can see the benefits of eating dinner as a family. This also immediately gives you a way to not only see how other families are meeting this challenge but also allows you to connect with your family to start establishing goals right away. You are also entered to win prizes, so you are rewarded for updating your progress and working towards your goals.

Lauren Greenfield TV Commercial – Stouffers “Let’s fix dinner” from Lauren Greenfield on Vimeo.

This Kaplan commercial again is built around a bigger picture, so there is a corporate message of what they stand for, extending the limits of the traditional way of going to school, flexibility, etc. The value is clearly offered, and the message is powerful. They identify their target audience in their commercial by showing students in different situations.

What do you think of these commercials, is there a commercial that stands out to you?