Hello Reader,
A memorable
Television commercial will help in getting the brand name/message out to the
audience and also aid recall either by heart, humor, tagline or a jingle.
Growing
up in Nigeria, my favorite beverage brand was Milo. This is not because of its taste or quality,
frankly I see no difference between the brand and its competition. Why I loved
the brand was because of that particular jingle - Milo PA PA PAPA PAPA MILO! This
also extended into my love for Choco Milo. The first thing that comes to me
when I see either brand is to recall that message because it instantly plays in
my head.
Growing
up in Nigeria, my favorite beverage brand was Milo. This is not because of its taste or quality,
frankly I see no difference between the brand and its competition. Why I loved
the brand was because of that particular jingle - Milo PA PA PAPA PAPA MILO! This
also extended into my love for Choco Milo. The first thing that comes to me
when I see either brand is to recall that message because it instantly plays in
my head.
TVCs create impact
and persuasion which arouses viewer interest immediately and remains memorable.Television
advertising has continued to strengthen,this can be attributed to television excelling
at brand building and raising awareness thereby making audiences appreciative of memorable commercials.
Alcoholic beverage brand “Star” has always used commercials TVCs to push its
brand to audiences, and growing up I saw a lot of these commercials. I was in a
bar with my Dad and his friends for the first time when I had become legal, and
when the barman came up to me and asked what I wanted, ‘Shine Shinebobo’ just
played in my head. That started my love affair with the brand. How fitting that
it would be another commercial that would make me switch brands.
About a month
ago Gulder launched the ‘BE THE MAN YOU'RE MEANT TO BE’ commercial. I
was attracted to it because of its humor, and just last weekend, I was out,
and even though I had never had the brand before, I wanted to be the man I am
meant to be, so I ordered Gulder instead.
Television
commercials impact us more than we think when it comes to making decisions on
FMCGs such as Toothpaste, Milk, Cooking oil, beverages, noodles, e.t.c, or
services such as Telecommunications,
insurance, banking a funny commercial, jingle or tagline, might just be the
deciding factor in picking between two very good brands.
Please drop your comments and share memorable TVC's you have seen in recent times and in the past.
This write up was done by Anire Eyesan. Anire is a Brand Strategist at Switcheroo IMC.
I will be accepting guest bloggers like Anire every last Monday of the month. Kindly forward your write ups to onijokotee@gmail.com
Have a lovely week.
Joko.
I share same thought with you, sometime ago I was asked what form of media is best for advertising and then I said the TV, apparently that didn't go down well because the person asking wanted to hear something from the new media. Social media as a means of advertising however cannot be overemphasized, but I strongly agree that the TV does a whole lot of good as with the reasons you gave above.
ReplyDeleteThe TV advert is the easiest way of reaching a wide range of people with your brand, a lot of what we do daily is in reaction to something from the screen or to make the big news on the screen, that makes the screen life a kind of an indispensable part of our daily lives and that for people from all classes and social stratification.going to the screen creates a first time expectation and a desire to wanna try out a product. TV adverts introduced most of the daily products that I use on days when I can't access my everyday products. It's the wisest way of creating a lasting brand name, I don't know if it's more economical than other form of advertising though,
ReplyDeleteTV is good, I agree with you to an extent, however, it is not really economical as opposed to other traditional mediums like radio, compared to digital media, it is grossly not cost effective.
DeleteGreat write up Anire, I agree with the mind recall and brand awareness part of your article but lets not also forget that in brand marketing communication it is not a "One Cap fits All". And also, we can not overlook consumers "Call to Action" i.e has it translated to sales (depending on the brand communication objectives though). In my few months in the marketing communication industry, clients most often times want the best use of their resources (i.e money).
ReplyDeleteIn conclusion, media channel recommendation should be strongly determined by the brand marketing communication objectives.
Thank You Aderonke, I totally agree with you. With an FMCG brand, if an organization has the financial resources, A TV commercial is a great way to have top of the mind recall and awareness, especially now that the market is crowded with competing bands and substitutes
DeleteCertainly TV commercials are the very best way in my opinion of passing information across to individuals and the general public as a whole. It gives people the opportunity to have an idea of what's coming, what's new or what's trending. And so far so good the advertisement sector in the country is certainly doing their best but may need to improve on one or two things, but I must say advertisement is certainly a sure way of passing positive information to the general public.
ReplyDeleteI agree with you Amanda & If done right, they are also fun to watch e.g Honeywell Bam bam la la e.t.c
DeleteNice work you are doing here Joko. Just thought to voice out my admiration.
ReplyDelete