Thailand has many distinctions. Its capital, Bangkok, is one of the world’s most popular tourist destinations. It is the only country in Asia never colonized. And it is home to the most soppy, tear-jerking TV commercials you will ever see.
It seems that every other day there’s a new viral spot that tugs at the heartstrings. The most recent: “The Power of Love,” a commercial aimed at urging people to put down their smartphones.
“We’ve seen that ads that use emotional triggers are more widely received and highly successful in creating talk-ability,” said Natjala Paitoon, communications director at Ogilvy Public Relations Bangkok, which is responsible for the 2014 Cannes Bronze Lion–winner “Giving.”
They’re clearly on to something. Bangkok has won 360 Clios since the awards went international in 1965. At Cannes in the past two years, Thailand won a total of 26 awards, including four Gold Lions. The seven commercials below uploaded to YouTube have been viewed nearly 18 million times combined.
Pathos undoubtedly sells in Thailand, and Paitoon said that the predominance of Buddhism helps explain why Thai people are viewed as “humble, respectful and compassionate.”
“It’s evident when one walks through the streets of Thailand. We have countless projects and charities of varying scales. We give alms to beggars rather than dismiss them,” she said. And so ads that evoke these emotions “are likely to succeed in gaining our favor and ultimately establishing long-term brand affinity and recall.”
What’s striking is how well that sentiment translates to other cultures, too. Don’t take our word for it. Here are seven commercials that are guaranteed to make you cry like a baby. We dare you to get through these without reaching for a tissue.
Article from : digiday. com/
Many businesses find a well-crafted television advertisement gives them an effective way to appeal to their target market. However, the medium can be expensive, since commercials need to run repeatedly to get the best results. Before you rush out to make your ad and book your spots, review the various marketing strategies available to help you produce the most effective, attention-grabbing ad possible.
The first strategy to implement in your television marketing plan is to identify the goals your want the commercials to achieve. For instance, your goal might include announcing a new product to your target market or increasing sales during a specific timeframe. Or you may want to use television commercials to build your brand so potential buyers get a good feeling about your business.
If your market consists of people who live or work close to your business location, check with your local television station about running your ads during the two minutes of time per hour that most stations reserve for local advertisers. Start by identifying the programs that appeal to your target market and times at which these programs run. Then negotiate with the station to get the advertising slots you want that fit those programs and times. Offer to sign a long-term contract to get the best rates.
After you spend 15 to 30 seconds explaining the features and benefits of your product, make a strong call for action to encourage viewers to interact with your company. Provide your website address at the end of your ad to encourage viewers to get more information or download and print a special coupon. Provide a phone number so they can to talk to a salesman. Offering free downloadable applications related to your product or service is another option. Once the viewer downloads the application, your ads run across the top, giving your company more exposure.
Article from : smallbusiness.chron. com/
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