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186 Part III: Creating and Placing Ads
Table 12-1 (continued)
Do’s Don’ts
Do get to the point quickly and then use Don’t go for a slow build-up unless
the rest of the ad to back up your point you’re confident that your ad will be
and tell what’s in it for the viewer. intriguing and entertaining enough
to hold the viewer.
Do present your name visually and verbally. Don’t simply flash your logo.
Consider leaving it on the screen
during most or all of your ad.
Do invest in a quality ad with staying power Don’t go for quantity over quality,
that you can air for months or even a year, creating a lineup of inexpensive ads
updated with inexpensive tag lines. that fail to create a positive image
for your business.
Do place an adequate schedule of at least Don’t invest in TV advertising if you
150 gross rating points a month. can’t air a quality ad with adequate
frequency.
Do rely on visuals to tell your story and do Don’t resort to a talking head, the TV
use your script to support the message. equivalent of a classroom lecture.
Do start with a great idea that can be told Don’t start with a script and then
visually, and then use words, music, and find visuals to fill the screen while
sound effects as enhancements. an announcer reads the ad.
Infomercials
Infomercials are the program-style ads that you come across when you’re
channel cruising. They promote housewares, financial and business opportu-
nities, exercise and beauty items, self-help offerings, sports and workout
equipment, and such aptitude development products as memory enhance-
ment and reading programs. Oh, and don’t forget psychic services.
Infomercials involve a direct exchange between the viewer and the adver-
tiser. No retailers, travel agents, or other intermediaries are involved.
Infomercials solicit viewer action in two ways:
ߜ Sales-generating infomercials invite viewers to call toll-free to place COD
or credit card orders.
ߜ Lead-generating infomercials ask viewers to call for free catalogs,
brochures, or other offers.
