Commercials are forms of advertising that offer visual or audio effects or both to their target audiences. Thus, they can be the most efficient form of advertisement in terms of hooking people’s attention and creating lasting impressions if done creatively. Commercials run either on televisions or radios. Televisions give both audio and visual effects, making it more efficient in creating lasting impressions than radios. However, radios have a wider reach and can be useful in building a massive following. Whether one is using a radio or television, the factors critical to the success of any commercial include a catchy phrase or jingle, repetition and airtime (Miranda, n.d.).
Catchy phrases or jingles make a commercial memorable. Phrases should be simple, short and concise to facilitate quick recall. People are often concerned with the hustle and bustle of their daily lives trying to earn a living. Hence, they hardly spare the time to listen or watch commercials. When they do, their attention span is usually very short, and the majority flip through channels when a commercial comes on. To grip their attention, therefore, the commercial should provide a unique phrase or tune that appeal to the audience. Even an annoying phrase creates a lasting impression, and people are more likely to remember them and their associated company or brand (Miranda, n.d.). Furthermore, the audience is likely to talk about an annoying commercial with their friends, creating a wider reach and more brand recognition. Lengthy phrases hinder memorability as people avoid any tasking mental effort at the end of the day when they just want to relax after a long day’s work. Olenski asserts that phrases that border on humor or ‘pulls at the heartstrings’ are more memorable than the product itself (2012). Such phrases create a positive rapport with the audience, trigger past fond memories and may make them ponder some aspects of their lives. Catchy phrases are especially critical for radio commercials since they do not provide visual effects.
Successful ads have an element of repetition. Repetition draws emphasis on the main aspects of a commercial such as the product name, use, price, contact information and how to purchase the product or service. The name should be repeated several times throughout the commercial to enable people remember the product. The usage information should focus on the benefit, need or importance of the product or service in the lives of the audience. Olenski states that a successful commercial ‘must focus on a need’ in the lives of the audience and show how the product addresses the need in a ‘creative and captivating manner’ (2012). For instance, a commercial on an energy drink can reiterate the role of the drink in sustaining work stamina during job hours. The price is essential for triggering trial usage. If a product is affordable, some people may decide to try it out. In this regard, a successful commercial should provide contact information such as a website, a call number or specific store locations from where potential buyers can make their purchases (Miranda, n.d.). Repeating the contact information ensures that the potential customer has adequate time to note them down before the commercial is over.
Airtime is the amount of time that a medium allocates to a commercial. Companies must determine the length of their commercials, the number of times they should run them each day and their long-term duration. Successful ads provide ample time to enable the audience grasp their purpose. However, caution should be taken to avoid lengthy commercials that may trigger channel flipping since the audience may find them time-consuming and a nuisance. Miranda advises consulting with ad professionals to determine the time requirements of commercials (n.d.). In addition, successful commercials air at a time when most people are likely to listen to them such as in the evening or on weekends. When ads run several times a day, they create brand recognition as their messages cling more to people’s minds. By the end of the day, the audience is likely to remember the product or the catchword used in the commercial. Successful commercials also run for a specified duration, from a month to several months, depending on the urgency of the company selling the product or service. The longer the period, the higher the degree of brand recognition and information retention. For instance, Coca-Cola commercials have been running for several years and has thus become a household name.
In conclusion, successful commercials border on humor, repetition and longer airtime. Humorous or catchy phrases appeal to people’s warm feelings, creating a positive rapport with the audience. Repetition enhances memorization of key aspects of the commercial. Finally, longer airtime creates familiarity and brand recognition. Regardless of the medium used, any successful commercial incorporates these three factors for maximum success.
References
Miranda, K. (n.d.). What Makes a Successful TV Commercial? | eHow. Retrieved December 8, 2014, from http://www.ehow.com/way_5120793_successful-tv-commercial.html
Olenski, S. (2012, October 19). What Makes A TV Commercial Memorable and Effective? - Forbes. Retrieved December 8, 2014, from http://www.forbes.com/sites/marketshare/2012/10/19/what-makes-a-tv-commercial-memorable-and-effective/
