Commercial Film
The short films through which brands promote their products and services via mass media channels or social media tools are referred to as commercial films. A commercial film plays a significant role for every brand to have a presence in today’s digital world. Advertising films that provide information to the target audience about how to acquire products and services have become increasingly preferred from a marketing perspective, especially in recent years with the rise in consumer awareness.
In commercial films, it is crucial to provide reliable and clear product information to correctly inform the consumer. They must also contain messages that are attention-grabbing and appropriate for the target audience. Evoking interest and curiosity is essential for a successful commercial. The creation of a commercial film consists of multiple stages: preparation, filming, editing, and broadcasting. The duration of the advertisement to be broadcast should be neither too short nor too long, but appropriate for the subject and content.
In summary, a commercial should engage the viewer and convey the brand’s message in a creative and clear manner. A commercial film, suitable for digital platforms as well as for TV broadcast, can also be presented to audiences on the brands’ own websites. The selection of the advertisement type and the platforms where it will be published is one of the most crucial factors affecting the success level of the advertisement.
Advertising Film Importance
To articulate the importance of a commercial for a brand, it is necessary to list many parameters. Commercials respond to needs arising from marketing-focused reasons. As a marketing strategy that enhances brand awareness and the brand’s preferability compared to its competitors, commercials are quite significant for brands. Every brand executes an appropriate, professional commercial strategy to either elevate their product sales graphs or to maintain their current success.
Based on the strategies created according to the established planning, a commercial film that will increase brand awareness with visual elements and an interesting scenario is important for the promotion and vision of every brand. A commercial prepared on these parameters not only secures a place in the memory of the target audience but also achieves success in maintaining the loyalty of the customer base.
How is a Commercial Filmed?
Each commercial film varies according to the planned advertising strategy. The changes determined based on the agency that will make the film, the customer briefs, and the preparation stages created for the commercial film are part of the stages of the shooting process.
The filming of a commercial begins with a brand’s application to an agency. An effective promotion process is initiated in line with the customer’s requests. Every piece of information about the brand is conveyed to the agency for the script. After the customer clearly conveys the content of the desired commercial film to the advertising agency, the agency also starts the preparation process for how to proceed.
The filming of a commercial has four separate phases: preparation, filming, editing, and broadcasting.
This is the first stage before the shooting schedule. The content of the commercial film that the customer wants is transferred to the agency for preparation. The advertising agency determines where, when, and how long the shooting will take place. The preparation of the schedule ensures that the filming of the commercial progresses efficiently. After the preliminary preparation stages, the scriptwriting process begins. The script should be written in a way that is easy and clear for the target audience to understand. The power of the message to be conveyed lies right at these key points. In scriptwriting, the slogans to be used in the ad should leave a lasting impression on the target audience and also arouse interest and curiosity about the products or services.
Immediately after the script phase is completed, preparations are finalized and the shooting process begins. Before starting the filming, a budget should be established. The production of the commercial film essentially means setting up a budget. Depending on the budget, the equipment to be used in the film, visual effects, the selection of location/locations, and the cast are determined. For a successful production process, it is crucial that the filming goes as planned and progresses efficiently; these are the most important steps of this phase.
After the filming phase of the commercial is completed, the editing and montage phase begins. This means organizing the footage created during the filming process according to a plan and in line with the advertisement film’s schedule. With the determination of sound, music, or effects to be used in the montage, the post-production part commences. In short, the commercial film begins to be edited. Editing is as important as the filming phase because every image prepared carries a message to the target audience and therefore must be well-constructed. Once the montage is complete, the commercial is ready to be broadcasted.
Following the completion of the preparation, filming, and editing stages, the broadcasting phase commences. A decision is made regarding the medium or mediums in which the commercial will be aired. Whether it’s on TV, social media, a website, or other mass communication tools, once it is broadcasted, a commercial film is then established for the brand.
After the commercial is broadcast, feedback is reviewed to determine the success of the campaign and whether it reached the target audience. Thus, the filming stages of a commercial are completed.
How Should a Successful Commercial Be?
The advertising sector, especially through television, which is one of the most used mass communication mediums, benefits from the impact of visual arts and creative power to effectively convey messages to consumers in very short time intervals. A commercial is a highly interactive marketing tool used to promote a product or service and reach the target audience. To discuss the importance and success of a commercial, it is necessary to mention a few points. The elements that a successful commercial should have can be listed as follows:
A successful commercial increases brand awareness. It is an effective tool used to enhance the recognition of the brand by the masses. It can introduce the brand to the target audience both more quickly and in a better way.
A commercial that achieves its purpose increases the promotion of products or services. By conveying every feature of the product or service visually and audibly to the consumer, it ensures that the brand stays in the consumer’s mind. A good commercial attracts the attention of the target audience and enhances the promotion of the brand.
The secret to reaching the target audience in short durations and in an impressive manner lies within a successful advertising strategy. In this context, commercials are one of the building blocks that facilitate reaching the target audience.
It increases sales under the conditions created by competitive advantage. A commercial with impressive features encourages consumers to choose the brand. This efficient process will then directly increase sales. Furthermore, an eye-catching, intriguing commercial will positively influence the consumer’s purchasing process.
- When we want to talk about the success of a commercial, it would be incomplete to mention only the sales graph. A successful commercial is one of the most important elements that increase consumer loyalty and strengthen the bond between the brand and customers.
For a commercial to be successful, it is necessary to say that it consists of many steps. Understanding the target audience of the commercial, deciding on which intervals and on which platforms it will be broadcasted, and determining an advertising strategy in terms of the needs, interests, and preferences of the target audience mean a successful commercial that will attract the attention of consumers.
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