Effective TV advertising and selling techniques

1. Effective TV advertising and selling techniques

2. Adverts must reach both sides of the brain !!!

3. Emotion and long term memory

4. TOP selling techniques- Brand Engram and Hardwiring • Association and repetition of this association lead to hardwiring

5. TOP selling techniques- Mirroring • Mirror neurons are also the root of our ability to empathise with those around us - they are the reason why we yawn when others yawn, find laughter infectious and cry at sad films. • Used in many types of ‘sales’ • Closely related to emotional impact • Master card arrivals • http://www.youtube.com/watch?v=8TMhP8PRwKs • Analyse this advert- How do they make people relate to this advert/ how do they create emotion/ how do grab your attention

6. TOP selling techniques-Music

7. TOP selling techniques-Emotional response • John Lewis • Always a woman • http://thinkbox.tv/server/show/ConCaseStudy.1705 • Go to this site and make some notes on their analysis of this advert

8. Case studies • Phillips Shaver range http://www.visit4ads.com/advert/Philips-Shaver-Range-Robot-Philips-Shaver-Range/48655 • Use the handout (apl shared/lpinnell) and make notes with screen grabs about this advert

9. The Best TV Ad Ever? • 118 118 • http://www.youtube.com/watch?v=0Fdo6NupZsg • Analyse this advert with screen grabs

10. 118 118 study

11. The Perfect Brand?

12. Radion • Discuss and make notes on this advert • Shot by shot analysis • Denotation- what is happeneing/what you see & Connotation- the implied meaning of this • Think about colours, soundtrack, voice over and how this relates to the product • http://www.tellyads.com/show_movie_vintage.php?filename=VA0498&advertiser=Radion

13. Rimmel cool shine ad • Complete shot by shot analysis with denotation and connotation • Think about structure and other selling techniques • Think about the values Kate Moss brings to the brand and what values she brings to Boots • http://www.youtube.com/watch?v=NIhRChkifns