A commercial should have a running time of between six and 90 seconds. The aim of a commercial is to give viewers a clear message that influences their buying behaviour after they have seen the film, making them more likely to buy the product or service afterwards. A wide range of stylistic devices can be used in a commercial – the key lies in ensuring that the promotional message can be understood by everyone. The intention is that the message activates, in every viewer, the same parts of the brain responsible for unconscious thought. In other words, the message should be formulated in such a clear yet emotional and targeted way that, in as many viewers as possible, it stimulates the parts of the brain that are not subject to arbitrary influences but that have a positive effect on purchasing behaviour.
The following short example shows just how easy it is to manipulate the brain.
The “Gummy Bear” brain study demonstrated that the quantity of gummy bears eaten in a randomised global study remained the same regardless of the size of the sweets involved. As the gummy bears increased in size, the number of sweets eaten did not decrease, statistically speaking. As a consequence, confectionery manufacturers started making chocolate bars that were smaller but thicker! This meant that, for the same number of chocolate bars, a larger quantity of chocolate was being eaten. A commercial strives to achieve the same effect, in that it can be used in any instance where the goal is to increase sales, enhance the brand image or simply transmit a general message.
REASONS FOR PRODUCING A COMMERCIAL
The viewers should be convinced that they should buy a product and that their decision is the right one. Objective: an increase in sales. Commercials are designed to increase viewers’ awareness of the brand, maintain their attention, and boost awareness of the corporate brand or product brand in the market.
WHAT YOU SHOULD CONSIDER AHEAD OF PRODUCTION
Commercials are always short films – with a typical length of six to 60 seconds. It is worth asking yourself the following questions before deciding how the commercial should be produced: what message do I want to convey with the commercial? How can I present the company/product positively to the viewer? How can I arouse the viewer’s interest and thereby enhance the image of the brand? What is the core message? What are the characteristics of my target audience? On which media would I like to run the commercial? What is my budget?
I can use the commercial in targeted ad campaigns, on TV or in cinemas, on websites, on YouTube, Instagram or Facebook, at in-house events, at conferences and on the exhibition stand.
COST OF A COMMERCIAL
An important cost element is made up of the expenditure incurred in preliminary planning, production (filming days, shooting locations, actors, make-up artist, film locations, drone shots, additional 3D animations, etc.) and utilisation costs (i.e. media costs). Media costs will depend on the channel used and the transmission time. They range from four-digit figures for running an ad on regional channels to figures well in excess of 50,000 euros for primetime slots on commercial channels.
Commercials can be used in an almost limitless variety of ways. A professionally produced TV ad can increase awareness of the product, brand or company and make it stand out distinctively from the competition. With a professionally filmed commercial, you can boost the recognition enjoyed by your company or your brand and, by evoking positive emotions, increase viewers’ loyalty to your corporate or product brand as part of an image enhancement campaign.