{"id":23831,"date":"2021-01-03T20:20:47","date_gmt":"2021-01-04T00:20:47","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=23831"},"modified":"2021-01-18T01:40:30","modified_gmt":"2021-01-18T05:40:30","slug":"types-of-tv-advertising","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/types-of-tv-advertising\/","title":{"rendered":"TV Advertising: The 10 Types + How They Work"},"content":{"rendered":"\n<p>What are the different types of TV advertising? How do you know what kind of commercial works best for your product or brand?<\/p>\n\n\n\n<p>There are 10 types of TV advertising that David Ogilvy deems &#8220;effective.&#8221; These are the types of commercials that can help change someone&#8217;s brand preference. <\/p>\n\n\n\n<p>Read more about the types of TV advertising and how they work.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Types of <strong>TV Advertising<\/strong><\/h2>\n\n\n\n<p>In this section, we\u2019ll first look at some effective and ineffective types of tv advertising before moving on to tips. There are two ways to measure effectiveness\u2014Ogilvy uses the first because it\u2019s more accurate:<\/p>\n\n\n\n<p><strong>1. Changes in brand preference <\/strong>(which brand someone chooses to buy). Ads that make people change their brand preference increase sales three times more than those that don\u2019t.<\/p>\n\n\n\n<p><strong>2. Recall <\/strong>(how well someone remembers an ad). Most advertisers test for recall, but this measure has several flaws:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Recall doesn\u2019t affect brand preference or sales\u2014people can remember ads but still choose not to buy a product.<\/li><li>Copywriters can influence recall scores. For example, showing something outlandish, like a gorilla in a jockstrap, will probably make people remember the ad, but it may not encourage them to buy the product.<\/li><li>Recall tests are better at measuring people\u2019s ability to <em>articulate <\/em>their memories than measuring what they <em>actually <\/em>remember.<\/li><\/ul>\n\n\n\n<p>Here&#8217;s the types of TV advertising and how they work. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Effective Commercials<\/strong><\/h4>\n\n\n\n<p>These ten types of TV advertising are more effective than average at changing brand preference:<\/p>\n\n\n\n<p><strong>Type #1: *Funny commercials.<\/strong> In the past, humor didn\u2019t sell because people were more interested in what benefits they could get from a product, but at the time of writing, as long as humor supported the product\u2019s promise, it was becoming effective. However, it\u2019s very hard to write funny commercials, and botched attempts are so clumsy that if you\u2019re not an expert, you shouldn\u2019t try.&nbsp;<\/p>\n\n\n\n<p><strong>Type #2: \u201cSlice of life.\u201d <\/strong>In these commercials, two actors argue about a product, and by the end of the commercial, one has convinced the other that the product has merit. Slices of life are common and often cheesy, but they work.<\/p>\n\n\n\n<p><strong>Type #3: Testimonials.<\/strong> In these commercials, someone talks about how good your product is or how it has changed their life. The best testimonials are given by consumers who don\u2019t know they\u2019re being filmed, and you can encourage a vehement response by asking your actor to criticize your product.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, in one Shell commercial, an announcer explains that an actor is going to discourage customers from buying Super Shell. Then, the actor bad-mouths Super Shell to a customer named Mrs. Longo. He says that she probably gets bad mileage, and she counters that she gets great mileage.<\/li><\/ul>\n\n\n\n<p><strong>Type #4: *Demonstrations.<\/strong> These commercials show how well your product works. (Note: If you want to demonstrate that your product is better than competitors\u2019, that\u2019s fine, but don\u2019t name their brands. People are less likely to believe your ad and more likely to be confused about which company the ad is actually for.)<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, in a commercial for paperboard, International Paper built a canyon bridge out of paperboard and drove a truck over it. This demonstrated how strong the board was.<\/li><\/ul>\n\n\n\n<p><strong>Type #5: Problem-solve. <\/strong>These commercials show a problem and how your product will fix it.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, in a commercial for Train matches, a man tries to strike \u201cregular\u201d matches in a humid climate and they don\u2019t catch. Then, his wife gives him Train matches, and they strike perfectly.<\/li><\/ul>\n\n\n\n<p><strong>Type #6: \u201cTalking heads.\u201d <\/strong>In these commercials, an announcer talks about how wonderful a product is. This type of commercial is especially good for introducing new products and while adpeople think they\u2019re uncreative, they work.<\/p>\n\n\n\n<p><strong>Type #7: Unusual characters.<\/strong> Characters are recognizable people who symbolize your product.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, the baker \u201cTitus Moody\u201d was once a recognizable character in Pepperidge Farm commercials.<\/li><\/ul>\n\n\n\n<p><strong>Type #8: Fact-based.<\/strong> These commercials objectively explain the benefits of a product.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, Maxim Instant Coffee used a fact-based commercial to explain that their coffee was excellent because it was freeze-dried. Freeze-drying intrigued many people.<\/li><\/ul>\n\n\n\n<p><strong>Type #9: *News.<\/strong> These commercials share new or updated information, such as the release of a new product, or an update of an old one.<\/p>\n\n\n\n<p><strong>Type #10: Sentimentality.<\/strong> These commercials use charm and nostalgia and are especially effective for products that aren\u2019t unique. However, they must be accompanied by a reason why a viewer should let their emotions <a href=\"https:\/\/www.shortform.com\/blog\/be-decisive\/\">make a decision<\/a>.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, one beer commercial talked about brewing in the traditional way and showed images of a traditional ranching lifestyle to create a positive feeling of nostalgia.<\/li><\/ul>\n\n\n\n<p>The types of TV advertising can help you understand how to create <a href=\"https:\/\/www.shortform.com\/blog\/effective-commercial\/\">effective commercials<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What are the different types of TV advertising? How do you know what kind of commercial works best for your product or brand? There are 10 types of TV advertising that David Ogilvy deems &#8220;effective.&#8221; These are the types of commercials that can help change someone&#8217;s brand preference. Read more about the types of TV advertising and how they work.<\/p>\n","protected":false},"author":5,"featured_media":23837,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,104,103],"tags":[189],"class_list":["post-23831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-marketing","category-sales","tag-ogilvy-on-advertising","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>TV Advertising: The 10 Types + How They Work - Shortform Books<\/title>\n<meta name=\"description\" content=\"What are the different types of TV advertising? According to David Ogilvy, there are 10 types of effective commercials. 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