ADVERTISING UNCUT

PROGRAMME 5: THE SECRET OF AD SUCCESS

PROGRAMME OUTLINE

00:00 – 01:03

We learn that over one million ads are made every year, but we only remember about six of them.

01:04 – 04:10

We glimpse the British TV Advertising Awards and learn what the criteria are for the judges. The winner in 2007 was the Sony Bravia 'Paint' advert. It covered all the criteria and we hear the comments from the professionals. Surprisingly, this was made 'for real' and there was no CGI involved. We hear young people's views.

04:11 – 06:18
Market research

This is how companies measure the public's opinion of their brands. A researcher is interviewed and tells us the questions she asks, such as 'What are the key points you took away form the advert?' Sometimes the answers are not what the advertiser intended!

06:19 – 12:58
Comedy

Humour is key as an aid to selling a product. We see an example of humour in advertising in the Virgin Mobile advert using the singer Wyclef. The target audience is 16-24 years and it went down very well with them. Kate Moss was also used by Virgin Mobile to make and advert that linked in to her recent history. The Budweiser ad was really popular with people too young to buy the product and they give their reactions to it.

12:59 – 15:12
Wow factor

What makes an advert stand out? Young people give their answers. In 2006, the Honda diesel 'hate' ad tried to change our opinions about diesel engines.

15:13 – 18:10

However, a popular advert is no good unless it sells products. An example of a popular advert that did not improve sales was the ad for ITV Digital featuring Johnny Vegas and his monkey friend. The advert had a big following, but less than a year after it launched, ITV Digital went bust. We hear comments from young people and professionals. Some adverts are irritating, such as the one for Cillit Bang, but they still sell products, because the message is loud and clear and memorable.

18:11 – 22:08
Controversy

There can be a fine line between winning over viewers and losing them. We hear about the risk involved in making a memorable advert. The X-Box ad is cited as a good example. It received a lot of complaints and was banned. We hear from the Director of Communications at the Advertising Standards Authority, and the director of the advert defends it. Young people give their views on other banned ads.

22:09 – 23:36

The secrets of a successful advert are summarised. It is up to the viewer if an advert sinks or swims.