Television

Maas' checklist for killer TV commercials

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/27/Untitled-1_5.jpg?itok=ujNPqLDl

NEWDELHI: Want some insights into what makes for killer television commercials? Jane Maas, chairman emeritus, of the US-based Earle Palmer Brown Advertising & Public Relations gives her list.

Maas is credited as being the one who masterminded the I Love New York ad campaign that had such a successful run. The list has been culled from a presentation Maas made at last week's CTAM Summit in Boston during the "Dirty Details of Creating Advertising Campaigns" master course.

Here's Maas' checklist for great television commercials:

Let the pictures tell the story. Maas believes that the best ads can be understood with the sound turned down, and that storyboards that are employed for mock-ups are best viewed without the accompanying text.

Be single-minded.

A good commercial is uncomplicated. Direct. It never makes the viewer do a lot of mental work. Namely because time is limited and expensive for TV commercials. For instance, in the UK, the duration of the slot is 15 seconds; in India it is 10 seconds. Within that time frame not much communication can be pumped into the message; probably one can state only the product's name and perhaps a single product benefit to the prospective consumer.

Have one or two key visuals that can sum up the entire ad.

Is the core idea the most important/most memorable element in the spot?

Make sure the commercial is intrusive, but don't include extraneous elements to simply get the viewers attention.

Ensure that the television commercial is memorable. "Don't leave home without it" is a tagline that American Express hasn't used in its advertising in years, Maas says. Nonetheless, it's still remembered as the brand's signature.

Take care that the V/O is good enough and that the brand name is registering and not being blurted or muttered.

Your brand should be able to own the advertising. For instance, there is a restaurant in Mumbai called Under the Over because of its location below the Kemps Corner Flyover. In this manner you pre-empting the value of the choice location.

Is the brand name registering, not just being muttered?

The list that Maas presented is a modification of "10 Ways to Get a More Effective Commercial" from the book she co-authored with Kenneth Roman - How to Advertise.

The following is the list as given in the book

1. The picture must tell a story;

2. Look for a key visual;

3. Grab the viewer's attention;

4. Be single-minded;

5. Register the name of your product;

6. Show people not objects;

7. Have a payoff;

8. The tone of your advertising must reflect your product personality;

9. Avoid talky commercials;

10. Build campaigns, not individual commercials.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/25/mnx.jpg?itok=b--2gVnf
MNX launches Super League chatbot

No one can ignore India’s crazy love for cricket, including English movie channels. MNX, the new age Hollywood channel for young India launched the very innovative MNX Super League chatbot, an interactive avatar of its TV show ‘MNX Super League’ on Facebook.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/25/porus.jpg?itok=cz1OH3uq
Porus reaches 10 Asian countries

MUMBAI: Porus is travelling internationally. The mythological show being aired on Sony Entertainment Television has made its entry in Malaysia, Vietnam, Cambodia, Brunei, Laos and Myanmar through JKN Global Media and in Indonesia with Soraya Intercine Films. Porus is now being watched in 10 Asian...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/25/MUNCH.jpg?itok=Q0kBzHw6
India News Manch - Modi Sarkar Kitni Asardaar? India News Conclave to Analyze Modi Government’s Four Years in Power

India News, known for its direct and unbiased brand of journalism, is all set to host a special conclave Manch – Modi Sarkar, Kitni Asardaar? (How Effective Has the Modi Government Been?) in New Delhi on Friday, May 25, 2018. The day-long event will present a comprehensive overview of the BJP...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/25/rekha.jpg?itok=ExfdDvbS
How relevant is the age old Lakshman Rekha in today’s times; questions &TV with Mitegi Lakshman Rekha!

Ravan’s abduction of Sita highlighted the consequences of crossing the ‘Lakshman Rekha’ for generations. However, with the talks of gender equality, women’s liberation and financial independence, amongst others, being the topic of global discussion, how relevant is this ‘Lakshman Rekha’ in today’s...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/25/anmol.jpg?itok=f-BJ33Wt
Zee Anmol most watched channel across genres

BENGALURU: Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GEC Zee Anmol has reached the realm that has been normally occupied by the Sun TV Network’s flagship Tamil GEC Sun TV or by one of the Hindi channels that has been airing the Indian Premier League. What is remarkable is...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/25/Star%20Sports.jpg?itok=RfDxBBn0
Star India mulls adding VR to PKL 6

MUMBAI: Star India is taking the Indian Premier League (IPL) experience to other sports. After a phenomenal reception for using virtual reality (VR) in IPL 2018, it is diversifying into Pro Kabaddi League (PKL) season six.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/25/megha.jpg?itok=HUy8yJ6a
BTVI to leverage digital mediums for growth

MUMBAI: English business news channel BTVI is completing two years in August this year. The company was transformed from Bloomberg TV India after Bloomberg decided not to renew its deal with Business Broadcast News. BTVI got its COO Megha Tata in 2016 at the same time it got its new name. 

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/24/zeetv_0.jpg?itok=Pu75zUWg
Zee TV the leader amongst GECs

As per the recently released BARC HSM weekly data (Urban + Rural) for week 20 ’18, Zee TV has claimed the top position in Hindi GEC space with 316640 impressions in HSM and 199155 impressions in urban markets and saw a robust growth across its primetime fiction shows. The channel continued to be a...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/24/zeetv_0.jpg?itok=Pu75zUWg
Zee TV the leader amongst GECs

As per the recently released BARC HSM weekly data (Urban + Rural) for week 20 ’18, Zee TV has claimed the top position in Hindi GEC space with 316640 impressions in HSM and 199155 impressions in urban markets and saw a robust growth across its primetime fiction shows. The channel continued to be a...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories