- Slides: 14
Television Advertising • Television's broad reach makes it a powerful tool for advertisers. • Television commercials have become one of the most effective, persuasive, and popular methods of selling products • During the 1940 s and into the 1950 s, hour long programs were hosted by single advertisers (Colgate, Kraft, Coke – Segment shows) COLGATE COMEDY HOUR VIDEO
The birthday of the bathroom break. • The first television advertisement was broadcast in the United States on July 1, 1941. • The watchmaker Bulova paid $4 for a placement on New York station WNBT before a baseball game between the Dodgers and the Phillies. • The 10 -second spot displayed a picture of a clock superimposed on a map of the United States, accompanied by the voice-over "America runs on Bulova time. ” Play
Commercials as we know them • In the 1960 s, an executive at NBC revolutionized the television industry by creating a new type of advertisement. • He suggested using 1 -2 minute spots during television breaks, . now known as the “commercial” • This was a much more cost-effective way of reaching the masses, and many companies like Tide and Crest seized the opportunity. Shampoo Commercial
Commercials and the 70’s • The 1970 s opened with the banning of cigarette ads on television. • Networks opposed the change because the cigarette companies were a major source of ad revenue, but the ban held. • To bring in more advertising money, the networks switched to alcohol companies. • The 1970 s era also brought about some catchy jingles like Dr. Pepper's "I’m a Pepper, You’re a 1970’S Commericials (Dr. Pepper/7 UP) Pepper".
Commercials and the 80’s • In the 1980 s, television advertising targeted new consumers—children. • Advertisements during Saturday morning cartoons were popular, as were shows based on kids' toys (like G. I. Joe and My Little Pony). My Little Pony and GI Joe • Commercials also went big budget by hiring major celebrities and directors to create ads, such as Ridley Scott’s ad for Apple Computers. Apples first Macintosh commercial & MJ
Commercials and the 90’s • By the 1990 s there were major changes in television advertising. • The typical hour-long program contained up to 19 minutes of advertising space. • The development of Ti. Vo caused controversy because of its commercial-skipping capabilities, and advertisers began to vie for viewers' attention by hiring popular actors and characters to star in commercials. New blue M&Ms
Elements of a good Commercial 1. 2. 3. 4. Humor - When you think of your favorite commercials, one thing they all probably have in common is humor. Some of the most memorable commercials are ones that make you laugh even after you have seen them a few times. Out of the Ordinary Content - humor is great in ads, but sometimes if people hear the same joke over and over again, it will no longer be funny. Making a commercial different from the rest will help it stand out and Nissan Leaf Commercial make it one that is memorable Clear on what is for Sale - Occasionally, the creative team working on a commercial will get too creative, and overlook the main objective of a commercial: to attempt to sell a product. Some commercials can get too Gorilla commercial complicated and confusing. A good jingle - A jingle is a short musical tune. The jingle has lyrics that promote the product being advertised
HISTORY OF JINGLES • Product advertisement with a jingle can be traced back to 1923. • If one entity has the best claim to the first jingle it is General Mills who aired the first singing commercial over the radio on Christmas Eve in 1926 – The bit was titled "Have You Tried Wheaties? ” • http: //www. modestoradiomuseum. org/radio%20 jingles%20&%20 logos. html
Top Commercials with Jingles • Oscar Mayer - In the 1970 s, kids learned to spell Play Oscar Mayer and bologna. • I Am Stuck on Band-aid - Johnson & Johnson, the makers of Band-aids, produced this jingle to brag Play about their product’s staying power. • Kit Kat Bar -The marketing genius of this song is that not only is it hummable, but the lyrics are easy to remember. Play • Meow Mix - While the lyrics may be lacking, the tune still sticks with us to this day. Play
Cost of TV Commercials • The TV commercial is generally considered the most effective advertising format • TV networks charge for commercial airtime depening on the TV events. • The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. • The first famous Super Bowl commercial was in 1973 for Noxzema – It featured legendary New York Jets quarterback Joe Namath. Play • The average cost of a single thirty-second TV spot during the Super bowl game has reached $3. 5 million (as of 2012).
Milestones in Super Bowl Advertising • 1980’s. Mean" Joe Greene” Coke Commercial: the only Super Bowl commercial to inspire a feature-length TV movie, "The Steeler and the Pittsburgh Kid. ” A spoof of this commercial was later made in 2009. Play • 1990’s. Michael Jordan Nike Ad: Michael Jordan and Bugs Bunny play basketball against Marvin the Martian. This commercial inspired Warner Brothers to create Space Jam. Play • 2000. Year of the dot commercials: Seventeen dotcoms advertised during this Super Bowl, with entertaining results Play
Milestones in Super Bowl Advertising • 2002. A nation reflects: The Sept. 11 attacks ensure that almost all of the 2002 ads will be boring; Budweiser held a tribute to the terrorist attacks of 9/11. The commercial aired only once, but was available on the website for a period of one year. Play • 2011. The longest ad: 2011 – Chrysler created an ad featuring shots of the once great industrial city of Detroit, cutting to the visuals of Eminem driving about the city. At 2 minutes, this is the longest advertisement in Super Bowl history. In 2012 they did it again this time using Clint Eastwood. Play
Advertising continues to grow and change. The advent of television on the internet has allowed networks to continue their advertising online. Even though commercials have become shorter and more expensive, they have also become more interesting.