1. Advertising 2
TVC – Sights and sounds

2. TVC - Why
• If a picture is worth a thousand words – a
moving picture is worth ten thousand words.
• TVC communicate sight, sound, motion and
emotion.
• It helps the viewer see the product, view it in
various situations, determine the benefits and
leave a lasting impression of the product and the
business.

3. TVC - How
• Effective TVC combine audio and video into a
powerful sales tool
• Both audio and video are equally important
• If you turn down the voice of a TVC, you should
still be able to get the message and vice versa to
be effective.

4. TVC - Tips
• Put people in your ad – people relate to other
people.
• Plan your video – use the most effective shots to
convey your message. Do not cram lots of
information in a small time.
• Writing the Script - use words to grab the attention
of the viewer. Keep sentences short and punchy.
Your audio should tell the consumer about your
product even if he is not watching the ad.

5. • Audio and video must match – e.g. if you are
talking about a wide showroom, you should be
showing the showroom instead of the building.
• Get to the point – You have 2 seconds to grab
the attention of the viewer , just like a strong
headline. Then about 5 seconds to tell the viewer
what the ad is about.

6. • Keep your message simple – Stress the benefits of
the product – visually. It is good to show rather than
just telling.
• Be sure to tell the viewer your name visually – show
your name to the viewers. They should know who is
giving them the message.
• Never forget the call to action – Tell your consumer
to act, to go and buy your product, to visit you.

7. • Stick to time – A 30 sec package means 30 sec.
You are not going to get one more second, so
keep your message in time or it will be cut off.
• Hiring a production company – Keep your work
professional. If you lack the resources to handle
all aspects of your ad including writing,
shooting, editing your commercial, hire a
production company.

8. • Scheduling your commercial – Select the time
when your target viewer is watching TV. Having
your ad played at 3 in the night might save you
some money but your audience will not get the
message.
• Frequency – A TVC played once is not enough.
Make sure your message is repeated many times
when your viewer is watching TV.

9. • Consistency – Keep your message consistent.
Use the same announcer, jingle, fonts, colors etc
to keep your ads consistent.
This helps the consumer identify you even before
the actual message.