Commercial advertising is a form of marketing communication which uses a publicly endorsed, non-private message to advertise or promote a commercial product, service or concept. Sponsors of commercial advertising are usually large companies wishing to market their goods and services to the general public. These companies often have millions of dollars to spend on television, radio and print ads in an effort to grab the public’s attention and increase sales.
Television commercials, usually advertised as commercial breaks, are advertisements for products or services in which a company’s name appears for a brief period of time during commercial television programming. Most television advertisements are made popular by the famous television program which they are aired in – such as “Dancing with the Stars.” However, some television advertisements, also referred to as an in-house advertisement, may be created by a company’s creative staff.
Radio and print commercial breaks are different from television advertisements because they occur during a specific period of time when a commercial is broadcast. For example, during musical advertisements, a commercial will usually play during commercial break time. A short animated ad that plays on a random basis during music programming may be considered as a radio commercial break. Print advertisements, which usually appear in newspapers, are considered part of the print media and are advertised either in section inserts or newspaper cuttings. They may appear anywhere from one to three times per day. The print media includes a variety of printed items, including business cards, letterhead, envelopes, posters and billboards.
Both television advertisements and radio advertisements must meet the same Advertising Standards Council (ASC) guidelines. The guidelines are broken down into four categories, which include: Effect and Appearance, Interest and Desire, Knowledge and Concern, and Purpose and Effect. The effect and appearance guideline addresses the overall appearance of the commercial. This includes decorations, words, fonts, logos, titles, slogans, images and colors. The interest and desire guideline focus on the general theme or message of the commercial. Knowledge and concern guideline focuses on the content of the advertisement and the audience it is appealing to. Visit NZ marketplace to understand what chances you have.
All television advertisements must be accompanied by a tag line that identifies the sponsoring company and/or the product it represents. These tags can also be called by different names, depending on the media. For example, television advertising banners are referred to as banner ads, radio advertising credits are called radio credits and print advertising is called publication credits. In addition to the tag line, all advertisements shown must be identifiable and present an idea for viewing that can be understood and actioned. All of these requirements apply whether the advertisement is for a product or a service.
In order for a commercial to be deemed “qualified” for broadcast by most television stations and national commercial networks, it has to meet the Broadcast Code. The Broadcasting Standards Board (BSB) is an independent organization that oversees all television advertisements in the United States. Every form of advertisement is evaluated by the BSB in order to determine if it is in line with the requirements for broadcast. The process for evaluating advertisements for television involves the determination of: whether the commercial offers something of value to viewers that would appeal to their interest; whether the commercial provides a reasonable opportunity for viewers to respond; and whether the commercial’s marketing message is clear and concise. In order for a commercial to be considered eligible for air, it must pass the four testaments of good taste, information being expressed is relevant to viewers, the commercial is likely to appeal to new and potential customers, the commercial makes an accurate and truthful representation of the product or service, and the commercial uses the right language to describe the product or service.