Commercials go a long way in ensuring a company remains competitive in the market niche that it operates in. Incorporating a strategic message into a commercial ensures the customer base of the given company gets snippets of important information about the product in question (Appiah, 2006). For example, Starbuck coffee could inform its customers of value added to their products through a strategic message incorporated into a commercial. There are crucial steps that must be followed to ensure the objectives of the commercial are achieved.
The first step is scrutinizing the message to ensure it communicates the value addition aspect and hence, will impact customers positively. Here, it should be ensured that the commercial calls to action the customers in question. The next step is scripting out the commercial. Here it is crucial to borrow ideas from other spectacular commercials, if need be, to ensure that the message is appealing (Klein, 2016). The next step is hiring a production company that is able to customize the commercial to suit the purchasing behavior of the consumers (Pawłowski, Mieczysław & Pastuszak, 2017). The next step would be planning out the shots to ensure the message is coherent and all that is meant to get to the client is unambiguous. The next step is to ensure that there is synchrony between the audio and video. The next step is strategically placing the commercial in terms of timing to ensure it is viewed by a majority of the target audience (Roozen, Irene & Meulders, 2015). The last step is ensuring maximum frequency for it to have maximum views.
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The considerations that should be taken into place in creating the commercial include the target audience and their consumption behavior (Stephen, A. T. (2016). Graphics is also important in creating appeal. The timing and the frequency of the commercial are also vital as they determine how the target audience is reached (Gorbaniuk et al., 2017).
References
Appiah, O. (2006). Rich Media, poor Media: The Impact of audio/video vs. text/picture testimonial ads on browsers' evaluations of commercial web sites and online products. Journal of Current Issues & Research in Advertising , 28 (1), 73-86.
Gorbaniuk, O., Kapinos, A., Chodara, M., Chochoł, P., Kazanowski, K., Kliszcz, T., ... & Kolańska, M. (2017). Need-appeals, benefit-appeals, and brand-user-trait-appeals in television advertising: A content analysis of commercials. Roczniki Psychologiczne/Annals of Psychology , 19 (4), 827-839.
Klein, B. (2016). As heard on TV: Popular music in advertising . Routledge.
Pawłowski, M., & Pastuszak, Z. (2017). B2B customers buying behavior. International Journal of Synergy and Research , 5 , 19.
Roozen, I., & Meulders, M. (2015). Has TV advertising lost its effectiveness to other touch points?.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology , 10 , 17-21.
