Monday, December 22, 2008

What I consider "stupid" in TV Ads?




Give the truth. Otherwise do not market your company products with lies.

The rule is simple. Companies must not present their products in an exaggerated manner.

The best way to advertise is to be concise and must not promise "magical solutions" to the buying public. The endorsed product must possess true ingredients.

Last night, I noticed something which made me laugh. One product showed a substandard slogan to market their toothpaste company. The slogan reads: "We did not spend much for this advertisement that is why our prices are low." Funny.  It indirectly assumes that all TV viewers are stupid.

Any commercial product aired on television is required to pay advertisement fees.

Another advertisement markets its brand of flu medicine like a soap opera. Flu medicines cannot be a ticket to win your future mother in-law's heart. You need to convince the viewers that your product is effective and safe to take.

Most televiewers share my opinion on this. The best TV commercials are those that present the truth.
Companies must learn to consider that not all their viewers are incapable of grading the kind of marketing they employ to make their product saleable.

Product commercials is meant to generate income and considered to be the "bloodline" of television and radio stations. Broadcast and print media charge their advertisers expensively.

Advertisers pay for the total cost of production, frequency and slated time of airing. Prime time advertisers pay more. This is one reason that big TV stations strive hard for excellence in their programming to win the nod of their future clients.

The most popular or most viewed TV station gets the advertising contract that can cost around millions of pesos depending on the length and frequency of the product advertised.

No advertisers means no sustainability of aired programs. To be number one is imperative for every media network.

The commercial peak season for all media establishments is during the local and national elections. The price for political ads is doubled. Most politicians have no qualms about buying airtime if it is to be their ticket for victory. However, this is not fair for those who do not have the means to buy the same airtime on television. Whoever has the resources for TV propaganda has the edge over those candidates who rely mainly on radio and newspapers.

On the other hand, other political propagandists choose the radio as the medium for grassroots campaign. Not all those living in far-flung areas have television sets. Aside from having no money to buy one, electricity is another reason.

But that is not what I am driving at. This article focuses on the culpability of many advertisers who make use of TV airtime ineffectively.

Commercial companies must not only make their products affordable to the masses, they must also address the concerns of the buying public, most especially the mothers, who are the home managers of their respective families, and they are in the better position to decide what is best for every member of their household.

If I were to buy a product, the first thing that I would ensure is its quality. If it is worth the price, then I see no problem with that. Most mothers would not cut the cost of items they need for their kids provided that they know the product is worth it.

Most Filipino mothers save their pesos for a quality buy. Meaning, they need to truly know what they are buying and what kind of products will they avail of.

Products advertised should endeavor for a quality marketing. Otherwise it will lose its credibility leading to the lost of  public trust.

Like I always say, in all fields of human endeavor, truthfulness is important. In television advertisements, cheating means failure.

People buy what is "tested and true." In Filipino language, "doon sa subok na". Hence, one advertisement said: "bakit ka pa magtitiwala sa iba?" 


I hope less of that flu commercial appears on television. Yay!



4 comments:

Raymond Teodo a.k.a. was_bedeutet_jemanden said...

So what does the last part mean?

"bakit ka pa magtitiwala sa iba?"

Bai Maleiha B. Candao said...

"bakit ka pa magtitiwala sa iba?"--in Pilipino, "so why trust others?"

This is in reference to other products. My point is--the consumers will tend to buy those products which satisfied them than experiment on "other" commercial product that is yet to prove its efficacy.

Raymond Teodo a.k.a. was_bedeutet_jemanden said...

True. I can understand how they feel, because I feel the same way myself about certain products. Once I've found something that works for me, well, why look for something better, right?

Bai Maleiha B. Candao said...

I agree, Raymond. :) On the other hand,product loyalty, is one challenge to beat for other manufacturers. They will employ innovation in marketing their products. The point of my article is to present the product in its TRUE FORM, for the consumers will later on find out the veracity of their claims.

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