Page 152 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes Video Elements

The visual elements generally dominate the commercial and include all those elements that are
seen on the TV screen. It is important that these visual elements are successful in attracting the
viewer's attention and communicate the image, idea, or message. It may be required to carefully
combine a number of visual elements to produce an effective commercial. For example, the
decisions may concern the product, the presenter, action sequences, close-ups, customer interview,
humour, comparison, graphics, characters, colour, symbols, lighting etc.

Audio Elements

This portion includes accompanying music, voices, and special sound effects. The voices could
include two or more persons appearing in the commercial who are involved in a conversation,
or it could be a single individual appearing as a spokesperson, or it could be voiceover (the
message is delivered or the action sequence is described by an unseen presenter).
In many commercials, background music helps create a pleasant mood among audiences. In
many other commercials, music is used to break through the advertising clutter and attract the
audience attention, evoke feelings, and communicate the ad message. There is enough evidence
to suggest that creation of positive mood proves favourable in making consumers more receptive
toward the advertising message.
Jingles, and catchy songs built around the product or service that communicate the advertising
theme and messages are another important musical element of commercials. Nirma washing
powder, Bajaj two-wheeler, Lifebuoy, Ujala, and many others have used catchy songs. Britannia
biscuits use the jingle "Ting, Tring, Ting Ting" as a form of product identification at the end of the
commercial. Jingles are often very memorable and serve as good reminder of the product.

Planning and Production of TV Commercial

In planning a TV commercial, the first major decisions focus on the type of appeal and the
execution style that will be used. Television is the most versatile medium and suits rational,
emotional, moral or combination of these appeals. To break through the advertising clutter, the
advertisers must often combine rational and emotional buying motives to positively influence
the audience. Most TV audience watch TV programmes for their entertainment value and
commercials that are capable of primarily entertaining and providing information are more
successful.
A written down version of TV commercial is called a script. It brings together various elements
of a commercial and provides detailed description of its video and audio portions. The video
portion covers the camera actions and angles, scenes, special techniques, and other important
descriptions.
After developing and finalising the basic elements of the script, art director and the writer
together create the storyboard. It is a series of drawings to show the layout or visual plan of the
proposed commercial. The storyboard presents the drawings of different video scenes and the
detailed description of the audio part that is associated with each scene. Those involved in the
production and approval of the commercial get a clear picture from the storyboard of what the
finished commercial will look like. An animatic is the videotape of storyboard along with the
soundtrack. This is sometimes used for client presentations or pre-testing the commercial.
The production phase of the commercial starts after the client approves the storyboard or
'animatic'.

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