Experts say TVC ideal for optimum ad campaign
By Oghale Mafuru
Experts in the Integrated Marketing Communications industry have reaffirmed the continued relevance of TV Commercials as a medium for brand positioning as it is effective in brand awareness and engagement. This reaffirmation is coming on the heels of the current digital frenzy in the advertisement world.
Speaking during an interview, Director, Creativity & Innovation, Globacom, Chuka Obi said commercials on TV tend to attract more attention and are oftentimes considered more effective because it combines audio and visual illustration for creating brand awareness and influencing buying decisions.
In his words: “The first thing about ads is that they create awareness on a large scale. They say a picture speaks more than a thousand words. If you were to say stuff on radio, it’s words; if you are to write in print, it’s words; but when you put those on screen moving, and if one picture is a thousand words, imagine a thousand or 500 frames. You have said what you want to say in a way that it stays in people’s mind.”
He added that what makes TV commercials very effective is that it enables viewers to have a mental and psychological experience with the brand as the human mind easily assimilates information that is illustrated with pictures.
While stating that people can interact and associate with a brand immediately by commenting under the advert, sharing with friends on social media generate conversation around the brand on social media groups and forums, he noted TV Commercials are great because they connect with the consumers especially when accompanied with elements such as jokes, call insight and highlighting a need that can be solved by the product being advertised.
Similarly, Creative Director, Noah’s Ark Communication, Munrice Ugwonoh said: “Since it is audio-visual, it helps you differentiate from competitive brands. It serves as a strong reminder and reminds you about what the brand stands for. It also helps in providing information about the brand and gives you a solid idea about what the brand stands for. It is persuasive. Video adverts are extremely persuasive because of the flavour, humour. It’s motion audio visual element you see, the colours that radio would not be able to give you, that print being a static medium won’t be able to give you and outdoor medium which you have just five to six seconds to see an ad if you are driving past will not be able to give you.”
Ugwonoh explained that TV Commercials engage consumers and allow them to spend time viewing a message which is exactly what brand managers want to take advantage of to further deepen their brand promotional messages.
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