ADVERTISING is how a company encourages people to buy their products, services or ideas.

Why you are advertising and what are you advertising ?

Why refers to the objective of advertising campaign. The objective of an advertising campaign is to

 Inform people about your product

 Convince them to buy the product
 Make your product available to the customers

ADVERTISEMENTS -- also known as ads -- are the vehicle in which companies and the
advertising industry drive their message to consumers. The goal is to motivate consumers through
ads to buy goods or services, change their thinking, learn more about the topic of the ad or
create excitement. Examples of advertisement categories include print, mail, telephone, radio,
television and Internet.

COMMERCIALS are type of advertisement identified by the use of voice and length of time --
typically 10 to 60 seconds. Using voice in this type of advertisement requires purchased time to run
the pre-recorded voiceover (commentary over or without images) or dialogue/monologue by an actor
in the commercial.
- SHORT TELEVISION commercials designed to amuse as well as inform tend to
make an impression on the viewer and are highly likely to entice a significant number
of consumers to purchase the products displayed in the ad.
- SHORT RADIO COMMERCIALS catch the ear of the listener and help to conjure
up visual images that create demand for the product.

Small companies can effectively use both commercials and ads to sell their products or services. But
there are certain inherent differences in both types of advertising.

What is the Difference Between Print Ads & Commercial?

MEDIA
Commercials are usually broadcast on television or radio.

- Business owners may also run commercials on Internet videos or podcasts, which include
cell phones and other hand-held devices.
Print Ads are typically considered print media.

- Small companies typically run ads in magazines, newspapers, the yellow pages and
coupon magazines. Companies may also run various Internet ads, such as banner and pop-up
ads.

DISPLAY OF INFORMATION

Small companies that use commercials often have actors demonstrating their products or
services.

- People can actually see products being used during television commercials. A marketer
using comparative advertising on television may even demonstrate how the company's brands
are superior to the leading competitor's. Consumers also can listen to radio commercials in
their cars.

Hence, commercials appeal to more senses than print ads.

- People primarily see and read print ads. These ads can grace entire pages in full color
with images or be more of the classified nature, with mostly text in black in white.

DURATION

Commercials are much more fleeting than ads.

Most companies purchase television or radio commercials in seconds.

- Thirty, 15- and 10-second commercials are fairly common durations for television
commercials, according to "Entrepreneur" magazine. Radio commercial times are similar.

Newspaper ads are run by the day.

- Most magazine ads are run by the month, and yellow pages ads are run on an annual
basis. However, print advertisements can last indefinitely in certain publications, depending
on how long people keep them.
OBJECTIVES

The objectives may also be different with commercials and print ads.
 - Small companies often use television and radio commercials to build awareness of their
brands. They may also show or explain various product features in television or radio
commercials or tell people where they can buy the products.
- Print Ads are often used to generate leads. Many companies put their phone numbers in
ads to prompt potential customers to call. Some larger ads are designed to elicit direct
orders.
- Direct response television commercials work in a similar manner. For example, companies
advertising on shopping networks are promoting products to elicit orders directly.

COMMONALITIES

There are also certain commonalities between commercials and print ads.

- Companies often get people's attention with songs and noises in commercials. Similarly,
strong headings or pictures may be used to attract attention in ads.
- Subsequently, both commercials and print ads are designed to build interest and desire
by allowing people to envision themselves using the products or services.

THE PROCESS OF MAKING AN ADVERTISING CAMPAIGN IS AS FOLLOWS:

1. Research: first step is to do a market research for the product to be advertised. One needs to find
out the product demand, competitors, etc.

2. Know the target audience: one need to know who are going to buy the product and who should
be targeted.

3. Setting the budget: the next step is to set the budget keeping in mind all the factors like media,
presentations, paper works, etc which have a role in the process of advertising and the places where
there is a need of funds.

4. Deciding a proper theme: the theme for the campaign has to be decided as in the colors to be
used, the graphics should be similar or almost similar in all ads, the music and the voices to be used,
the designing of the ads, the way the message will be delivered, the language to be used, jingles, etc.

5. Selection of media: the media or number of Medias selected should be the one which will reach
the target customers.

6. Media scheduling: the scheduling has to be done accurately so that the ad will be visible or be
read or be audible to the targeted customers at the right time.
7. Executing the campaign: finally the campaign has to be executed and then the feedback has to be
noted.

4 IMPORTANT TIPS FOR CREATING AN EFFECTIVE TV COMMERCIAL

Here are five great ideas for making a TV commercial stand out among the crowd:

TELL A STORY
If you really want to stand out, come up with an engaging story and hire a professional video crew to
shoot the commercial almost like a short movie. This will entice the audience to stay tuned to see
what happens. Just make sure your brand ties in well with the story. At the end of the 30 seconds, an
audience will better remember your message if you’ve taken them somewhere.

HIRE AN ON-SCREEN PRESENCE

Hire someone who can play to the audience and understands your business well enough to present a
relatable character.

ENTERTAIN THE AUDIENCE

If you can make it funny, you’ll win them over immediately. Just make sure your brand is the main
focus of the commercial. Plenty of people can remember a funny commercial, but they can’t
remember what it was advertising.

FULLY UNDERSTAND YOUR BRAND BEFORE YOU MAKE A TV COMMERCIAL

You can have a hilarious script, the best actors in town, and a crew that shoots the coolest-looking
scenes ever.  Yet, it will all fall flat if you don’t have an established brand. If an audience watches
two hours of television, they’ll see an average of four or five commercials for four different furniture
stores, including yours. They’ll remember yours the most because it told a comical story of a wife
leading her bewildered husband through the huge variety of furniture. They’ll laugh and discuss it.
Will they remember the name of your furniture store? Take the time to establish your brand.