Making of Effective TV Advertisements: The ADVAL Model

Abstract

A TV Advertisement may be popular, but may not be effective at all. It is, thus, important to distinguish between a popular Advertisement and an effective Advertisement. An Advertisement that achieves its both short-term and long-term goals is effective. On the other hand, an Advertisement that can attract the attention of its target audience (as well as the non-target audience) for various reasons (such as its entertainment value and/or curiosity value) but fails to induce consumers to buy the product for which the Advertisement is made may be popular but not effective. Then, what is an effective Advertisement? What makes an Advertisement effective? Before addressing these two questions, it is important to mention here that a popular TV Advertisement may or may not be effective, but an effective Advertisement, in its true sense, is popular with its target audience. In other words, effectiveness can serve as a necessary condition for popularity, but popularity cannot always serve as a sufficient condition for ensuring effectiveness. To be effective, as well as popular, a TV Advertisement must have certain necessary characteristics or “Values of an Advertisement”. If an Advertisement does not have just one of these values, other values may not be able to make the Advertisement effective. Thus, every characteristics of a TV Ad must have a minimum of each dimension. This minimum level is called the “cut-off point” of each of the characteristics. If one characteristic falls below the cut-off point, the Ad is very likely (but not always true in some dimensions) to be unsuccessful. The main purpose of the present study is to identify all required values of a TV Ad that together can make the Ad effective. These values can be called ADVALS. After a rigorous survey of market mavens and customers identified seven distinct values of a TV Ad that will lead to the ultimate destination. The proposed model can be called the ADVAL Model of effective TV Advertisement”. The present study further shows how the proposed model can be applied to real-life TV Ads to measure their effectiveness.