Introduction to Advertising & TV Commercials

A Game of Numbers

How many times will the average American be exposed to some

form of TV advertisement by the time they reach 65 years of

age?

A Game of Numbers

Studies show that the average American will watch about 9

years worth of TV by the time they are 65 years old.

So, because about 15 minutes of every hour of TV is advertisments….

A Game of Numbers

By the time you are 65 years old, you will probably see anywhere

from 2 to 3 years worth of commercials.

OR

About 2,000,000According to

Children as Consumers.” Global Issues. November 21, 2010. Accessed: May 5, 2011

A Game of Numbers

What is the fastest growing group of consumers that

advertisers target in the US?

A Game of Numbers

What is the fastest growing group of consumers that

advertisers target in the US?

ChildrenNot really a surprise, huh?

A Game of Numbers

The average American child today is exposed to an estimated 40,000

television advertisements a year —

That’s about 100 a day.

According toEgendorf, Laura, ed. 2006. Advertising. New York, NY: Greenhaven Press.

A Game of Numbers

Over $15 billion a year is spent in advertisements directed toward children

in the U.S.

According toMarr, Kendra. “Children Targets of $1.6 Billion in Food Ads.” Washington Post. July 30, 2008.

Accessed: May 9, 2011.

A Game of Numbers

Many kids are plugged in to some kind of media for more than 7 hours a day, which means their exposure to advertising is at

record levels.

According to

Egendorf, Laura, ed. 2006. Advertising. New York, NY: Greenhaven Press.

A Game of Numbers

How much money is spent worldwide each year by

corporations to advertise or market their products on

TV?

A Game of Numbers

How much money is spent worldwide each year by

corporations to advertise or market their products on TV?

$500,000,000,000That’s BILLION

 according toInternet Advertising/Online Advertising Revenue 2000-2008.” Grabstats.com. 2008. Accessed: May 5, 2011

A Game of Numbers

How much did a 30 second spot cost during the Super

Bowl?

A Game of Numbers

How much does a 30 second commercial cost during the

Super Bowl?

$4 Million DollarsAverage price for Super Bowl XLVII (2013) And many companies have

multiple ads.

So…What is the goal of advertising?

To market a company’s services and products.

market (v)1 : to expose for sale in a market2 : to cause or promote the sale of

(For instance, using a television commercial to sell breakfast cereal)

AND…

So…What is the goal of advertising?

TO MAKE $$$$$$$$$$$

So…What makes a good spot?

A truly successful advertisement will contain four essential elements: hook, benefit, proof and

response

So…What makes a good spot?

HookAds have a very short time to hook the viewer. When viewers are in the

market for a product or service, they will look at anything related to

that topic. Effective ads take advantage of this hypersensitivity and get the viewers’ attention by using key images and phrases directly related to that subject.

So…What makes a good spot?

Benefit

Once you get the viewers’ attention, you must show them the benefit of

choosing you over your competitors. Explain what it is that makes your product/service better

than theirs.

So…What makes a good spot?

Proof

Next, you need to show proof of your claim. You can quote a reputable source, show an award/rating or

use an endorsement from a longtime user or find some other way to establish yourself as “the

best”.

So…What makes a good spot?

Response

Finally, you let them know what response you want from them:

come to your business; buy your product; visit your Web site; or call

you for more information.