1. ADVANCED
ADVERTISING
TVC – Sights and sounds

2. TVC - Why
 If a picture is worth a thousand words – a
moving picture is worth ten thousand words.
 TVC communicate sight, sound, motion and
emotion.
 It helps the viewer see the product, view it in
various situations, determine the benefits and
leave a lasting impression of the product and
the business.

3. TVC - How
 Effective TVC combine audio and video into a
powerful sales tool
 Both audio and video are equally important
 If you turn down the voice of a TVC, you
should still be able to get the message and
vice versa to be effective.

4. TVC - Tips
 Put people in your ad – people relate to other
people.
 Plan your video – use the most effective shots to
convey your message. Do not cram lots of
information in a small time.
 Writing the Script - use words to grab the
attention of the viewer. Keep sentences short and
punchy. Your audio should tell the consumer
about your product even if he is not watching the
ad.

5.  Audio and video must match – e.g. if you are
talking about a wide showroom, you should be
showing the showroom instead of the building.
 Get to the point – You have 2 seconds to grab
the attention of the viewer , just like a strong
headline. Then about 5 seconds to tell the
viewer what the ad is about.

6.  Keep your message simple – Stress the
benefits of the product – visually. It is good to
show rather than just telling.
 Be sure to tell the viewer your name visually –
show your name to the viewers. They should
know who is giving them the message.
 Never forget the call to action – Tell your
consumer to act, to go and buy your
product, to visit you.

7.  Stick to time – A 30 sec package means 30
sec. You are not going to get one more
second, so keep your message in time or it will
be cut off.
 Hiring a production company – Keep your
work professional. If you lack the resources to
handle all aspects of your ad including
writing, shooting, editing your commercial, hire
a production company.

8.  Scheduling your commercial – Select the time
when your target viewer is watching TV.
Having your ad played at 3 in the night might
save you some money but your audience will
not get the message.
 Frequency – A TVC played once is not
enough. Make sure your message is repeated
many times when your viewer is watching TV.

9.  Consistency – Keep your message consistent.
Use the same announcer, jingle, fonts, colors
etc to keep your ads consistent.
This helps the consumer identify you even
before the actual message.