Television commercials are fun to watch not only because they are entertaining but also because they give us something to look forward to (especially if it’s a good one) in between our favorite TV shows. Have you ever wondered how they do these tv commercials that make us go gaga over it?
Messaging is actually the main key in making all these TV commercials memorable and effective. When the message communicated is direct to the point and relevant, viewers will surely evoke action and emotion, which is primarily the reason for TV commercial advertising.
A TV commercial that is capable of moving its audience and enforcing a call to action is not easy to do. There is no magic behind it. Effective communication is the only secret to persuade viewers to do something by watching these TV commercial spots. So what makes an effective communication? Well, you should know that the ad should have 4Cs: Comprehension, Communication, Credibility and Contagiousness.
Didn’t you notice howads from brands like Axe, McDonalds and Coca-Cola are widely talked about? It is because their TV commercials used the 4Cs to create emotional connection not only to their customers but also to the viewers in general.
Get to know the 4Cs and why it works perfectly for TV commercial advertising:
#1 C – Comprehension
First thing you need to consider is if the message or the main idea of the commercial is understood by the audience. When the viewer automatically grasps the concept of your ad, then you are on the right track. If you want to learn more, here are 3 tips:
A) Make the message sharp and clear
B) Constant repetition of the message helps
C) Let the audience understand the ad the first time they watch it
#2 C – Connection
Connection doesn’t only mean your audience gets the whole idea of your TV commercial. Your ad should also trigger an emotional response from your audience. Give them something to talk about and think about. You have only established connection when the television commercial is starting to resonate with them and that they are giving importance to it.
#3 C – Credibility
The most critical C is credibility. What is the use of your TV commercial if your audience does not believe it? The brand voice is important because even if the audience completely understands your message and connectsemotionally, if they do not buy it, everything you’ve established from comprehension to connection just falls apart.
#4 C – Contagiousness
You know you have done the right thing when your audience catches the message, runs with it and spreads it around. To make your ad contagious, it must be dynamic, contemporary, different and memorable.
There are hundreds, even thousands of brands that advertise with TV commercial spots. Some of which are not even effective. What good can television commercial advertising be if it fails to connect with its audience? If it’s contagious but is not credible enough? These 4Cs work hand-in-hand to make sure your TV commercial will have positive results. It doesn’t matter if it’s lavishly made. As long as your television commercial is effectively communicated, you are guaranteed to have an audience watching out for your brand’s next ad!