vs. Identity Commercials
a man who owns a locally based chain of used computer stores
in the city where I live. It is my personal opinion that he
should be presented with an award for producing the most annoying
television commercials in history. That award probably wouldn't
mean much to him, as he is now a rich man who couldn't care
less if his commercials are ridiculous. After all, those commercials
made him the rich man he is today.
I speak of was a pioneer in the world of hard-sell commercials.
His commercials were tacky, irritating, obvious and brass. They
were also fact-based, convincing, high-energy and
commercial does not need to encompass the entire range of adjectives
I used to describe those particular hard-sell commercials.
commercial has a few common identifying traits that have nothing
to do with being annoying.
* They often include prices.
* They show as much merchandise as possible.
* They often tell of a promotional offer or sale.
* The company or product name is usually on the screen through
the entire commercial.
traits are common for one reason; they increase sales. This
* The advertiser
should include the price if it is exceptionally low. Low priced
items get customers off the couch and into the store.
* Show potential customers some merchandise and they will often
see something they want. You will also give people a sense of
how much selection you offer.
* Using promotional advertising creates a sense of urgency.
People will have to buy your product within the allotted amount
* If you keep your name on the screen during the entire commercial,
people will see the name even if they mute their television
during the commercials. They also become familiar with the font,
logo and color scheme you use, and will recognize it when they
see it again.
may be wondering, if hard-sell commercials work so well, why
don't all the Coca Colas and McDonalds and Volkswagens use them?
Because they are more concerned with selling an image.
try to sell an image instead of an identity, their marketing
is not fact based. They often sell the intangible benefits:
you will be cool, you will be sophisticated, and your entire
well-being will be improved by using our product. Creating an
image can sometimes become a game of who looks better, instead
of who is better.
We all like
to dream, but most of us are grounded in reality. We may occasionally
be taken in by the model with flowing, auburn hair who only
spent five dollars on a box of store dye to achieve it, or the
car full of partying teenagers who love their car so much they
would rather remain in it than attend a party, but we will never
hard-sell commercials work so well is that they promote the
tangible, rational benefits of a product. It is difficult to
promote the practical value of perfume or beer.
you decide to market using television commercials, remember
who your audience is: people who have jobs and kids and responsibilities.
In other words, real people who live in the
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