How to Create an Effective TV Advertisement

man watching TV

With over 20 million Australians watching TV every week, it’s no wonder TV is still such an important medium for advertisers. However, each individual is exposed to dozens of ads daily, and not just from TV.

How do you create a TV advertisement that will successfully catch your audience’s attention? Here are the 4 main steps to creating an effective TV advertisement, including tips and advertising techniques.

1. Planning

This is the phase in which you plan out your advertising campaign. Figure out your budget and timeline, clarify your target audience, create objectives, and set deadlines. Plan as much as is reasonable. That means allotting time for any delays as well.

The Big Idea or Theme

One of the most important parts of the planning process is coming up with a theme. Without a theme, your ads will be unrelated to each other, making it less likely that your brand will stick with your target audience.

Even if you’re making only one TV advertisement, the theme concerns your advertising campaign as a whole. For example, if you have a slogan you’re using in your TV ad, you’ll also want to use it in your social media posts.

It’s important to develop a good theme, but there’s no need to overthink it. If you just want to emphasize quality and affordability, then that can be your theme’s core.

What’s important is that it’s presented in an impactful and easily digestible way. After all, you only have about 15-60 seconds.

Hiring a Production Company

Unless your organization has a team experienced in creating TV advertisements, it is highly advised that you use a marketing firm’s TV advertising services. The last thing you want is to sink time and money into an ad that earns you a small ROI.

2. Pre-Production

This includes everything that happens before the full-scale production. This is when you write the script, cast actors, create a shot list, and rent equipment.

Your Main Message

There’s no strict requirement for the length of your message beyond the limits set by your advertisement’s time slot, but, like with your theme, you’ll want it simple but impactful. Your main message has to stick in your audience’s mind.

Australians are frequently in contact with ads, but only about half are paid attention to. Nowadays, people are so bombarded by ads that they have become immune to repetitive messages. That’s why it’s important to grab your audience’s attention within the first 3 seconds.

That said, this isn’t a strict rule, and there is quite a bit of room for creativity. There are successful ads that purposefully stall and build curiosity. Then they hit their audience with their message right at the end. It can be hard to pull off, though.

There are also several techniques you can use to keep your audience’s attention. Be deliberate with your word choice, use slogans and jingles when you can, and make sure each word and line is contributing to what you’re trying to convey.

You could also use attractive visuals, though this doesn’t necessarily mean using special effects. Good shot composition and attractive actors are also a means of creating eye-catching visuals.

film crew fixing set lighting

3. Production

The production phase is when the actual advertisement is filmed. It is possibly the shortest part of the process, depending on the nature of your commercial. Shooting a commercial can take just a few days or even just one.

At this point, there’s not as much to do besides making sure things go according to plan and adapting to the situation when it doesn’t. Make sure the shoot is properly being overseen though. Someone from your marketing team should make sure the ad is faithful to the brand.

4. Post-Production

Post-production is when your TV advertisement is put together and edited. The production team works together to take all the separate shots and organise them into a compelling, cohesive narrative.

They adjust the visuals, design the sound, and, once the film is all good, encode it. This can take anywhere from a few hours to a few weeks.

Reach Your Audience and Build Your Brand

By utilising TV advertising, you can reach a wider audience and build your brand’s reputation. Media Crew has been providing clients with advertising services for over 20 years. We’ll be happy to work with you from start to finish in creating your TV advertisement.

Call us at 1300 232 739 or email us at info@mediacrew.com.au.

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