zm007
01-04-2005, 19:09
Prosze o przetlumaczenie na język polski, to bardzo ważne dla mnie, z góry dziękuje
In praise of the TV commercial
by John Hegarty, creative director of Bartle Bogle Hegarty, an advertising agency
magine for a moment you are the marketing and sales director of a large company. Achieving your sales targets is giving you sleepless nights. The company`s share price is under pressure, the board is getting nervous, City institutions are questioning the company`s investment policy.
How can you generate extra sales quickly and effectively through your consumer base, and expand your potential market?
Suddenly, I appear. I have invented a thing called the `television commercial`.
It is a new and unique way of talking to consumers. Between popular programmes, I will sell you slots of time - anything up to 60 seconds. I will even negotiate for you the whole break, so no one else can compete with you.
Within this spot you can say whatever you like in whatever form you like. You control the dialogue, presenting your product or service any way you wish.
Of course, the television commercial has been with us since 1955. Since its arrival, it has been one of the most, if not the most, effective creators of brands and wealth. So why is it that you can hardly pick up a marketing magazine without reading about the death of this medium?
Before you rush to the Internet, or search for some fashionable alternative media, look at these facts. The average adult in the UK watches more than 24 hours of TV every week, 60 per cent of children have a TV set in their bedrooms. One in four adults watch the soap opera Coronation Street, even more watch EastEnders. So why do we read that the likes of Cadbury, the chocolate manufacturer that sponsors Coronation Street, think most advertising is nothing but froth and are putting more money into programme sponsorship? Why did we read that Heinz was pulling out of TV advertising (it has since gone back)?
Could it be that as the madium has become more competitive some companies have found it harder to create advertising that works? The medium is not a guarantee of success. It has to be used imaginatively. Perhaps this is the heart of the problem - it`s just that some companies find this process difficult to manage.
In praise of the TV commercial
by John Hegarty, creative director of Bartle Bogle Hegarty, an advertising agency
magine for a moment you are the marketing and sales director of a large company. Achieving your sales targets is giving you sleepless nights. The company`s share price is under pressure, the board is getting nervous, City institutions are questioning the company`s investment policy.
How can you generate extra sales quickly and effectively through your consumer base, and expand your potential market?
Suddenly, I appear. I have invented a thing called the `television commercial`.
It is a new and unique way of talking to consumers. Between popular programmes, I will sell you slots of time - anything up to 60 seconds. I will even negotiate for you the whole break, so no one else can compete with you.
Within this spot you can say whatever you like in whatever form you like. You control the dialogue, presenting your product or service any way you wish.
Of course, the television commercial has been with us since 1955. Since its arrival, it has been one of the most, if not the most, effective creators of brands and wealth. So why is it that you can hardly pick up a marketing magazine without reading about the death of this medium?
Before you rush to the Internet, or search for some fashionable alternative media, look at these facts. The average adult in the UK watches more than 24 hours of TV every week, 60 per cent of children have a TV set in their bedrooms. One in four adults watch the soap opera Coronation Street, even more watch EastEnders. So why do we read that the likes of Cadbury, the chocolate manufacturer that sponsors Coronation Street, think most advertising is nothing but froth and are putting more money into programme sponsorship? Why did we read that Heinz was pulling out of TV advertising (it has since gone back)?
Could it be that as the madium has become more competitive some companies have found it harder to create advertising that works? The medium is not a guarantee of success. It has to be used imaginatively. Perhaps this is the heart of the problem - it`s just that some companies find this process difficult to manage.