by Dr. Franks Tin

Created on: August 26, 2008   Last Updated: December 30, 2008

The objective of any advertisement, on any type of media, is to impose a positive memory of the advertised product towwards its targeted audience. An important form of medium that allows us to achieve us the objective is the television. The objective has to be accomplished keeping in mind the budget allocated towards it and the risks involved. A advertisement might be funny, annoying, inspiring or serious but it must complete its objective.

So basically the objective to be accomplished is upon which the industries throw away millions of dollars. Some accomplish the task and others do not. In order for us to create an efficient television commercial we must draw ourselves a plan:

PLAN:

- Main Objective:

1. Create a positive image of our product through advertising on television.

- Small Objectives

1. Deciding on the tone of the advertisement.

2. Deciding on the T.V channel on which to air the ad.

3. Creating a theme of the ad and finally the ad.

4. Deciding on the frequency of broadcasting the ad.

- Problems:

1. Limited Budget.

2. Limiting risk while increasing chance of success.

3. Limited Time.

SMALL OBJECTIVES

Completing the small objectives will eventually lead us to accomplish the main one so our main focus should be complete each small objective taking into account the problems.

1. Tone of Advertisement:

The tone of the advertisement directly affects the result of the advertiement and thus requires certain thinking to be done. Over the years research has shown us that the different audiences have different tastes and these audiences are seperated when doing the market research for the product. Thus it only makes sense to apply a tone that suits the taste of the targeted audience. e.g: If the product is meant for young teenage boys then the ad should be action-filled and fast.

2. T.V Channel:

Again the decision comes in relation to the targeted audience. Generally, the more the amount of targeted audience the T.V channel reaches, the more favourable it is to the ad. However, one of the problem associated with it is the budget and hence not all T.V channels are available for advertising the product.

3. Theme:

This part of the objectives is again connected with the targeted audience and therefore must apply to the taste of the viewers. For some other reasons the theme is also related with the risk factor. A goof theme would try to limit the risk but yet try to yield a higher audience but this has found to be quite rare, especially for new or young products. One practice to avoid in the theme is slandering of other companies or organisations. Even though the implementation of this technique is punishable by law; its employment can lead to considerable damage to the product's reputation.

4. Frequency:

The frequency of the ad should not be to high or too low but remain at the middle levels unless an annoying tone is to be used.

The problem of time depends on who constructs the ad and how much is infact given. Inaddition to the above a motto should be executed along with the product to spread the identity of the product.

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