Girl Clip Pivot
How to build a Web-Video Advertising that works
Motivate and persuade your audience
More money spent on advertising according to the company. Small and medium enterprises in particular, wasting money on advertising in a vain attempt to solve in the market. However, it is expected that the democratization of the nature Web environment even the playing field and allow small businesses to deliver their marketing messages effectively. But before this happens, the potential advertiser must understand what the great have spent a considerable amount of time and effort to learn: how to create an advertising campaign that motivates and persuades customers to do business with you.
Taking advantage of this great Advertisers already know
Chuck Young, founder and CEO of Ameritest, a campaign advertising and brand research and John Kastenholz, Vice President Consumer Market Insight and Unilever have done extensive research on how to tell the story, the emotions and ideas are related to the actual creation advertising commercial. From his research is based on television advertising has a direct interest in any company that relies on the use of the Web as an important tool presentation to deliver your marketing message.
The cost of production and distribution of television advertisements broadcast is exorbitant, and that the cost required the type of research by young and Kastenholz. Internet marketing can benefit from the expertise psychological basis of these studies and apply results cost-effectiveness of web video and audio presentations on websites, Google Video, Google Video Ads, YouTube, MySpace and the video presentation of a number other vehicles that prevail in the Web every day.
Section Chuck Young, "filmmaker Guide ad effectiveness," says that the public not only see a video commercial or a movie, but are actively emotions. By paying attention to the emotional response of an audience for short story (Commercial) the advertiser can turn simple information in a memorable experience.
There are two ways to convince an audience to harness their belief system or change their existing belief system effect, a challenge much more difficult but not impossible if you understand what makes people believe what they believe. We can communicate to an audience at three levels: the objective, subjective and conceptual.
Objective
Many ads do not because they have a rational argument in its objective presentation. Unfortunately or fortunately depending on your point of view, most purchases are based on emotion is not rational decision making objective.
People can justify a purchase manufacturing some rational, but if fact, the decision was based on a much more emotional subjective level. Purchasing decisions based on a rational model really work for companies that are raising prices lower in a market driven commodity dominant – and not a place most businesses want to be margins are low and volume must be high to make money.
Subjective
Taking advantage of a joint hearing subjective level of experience, experience which form the basis of an emotional response, allows advertisers to present a stronger case than that which is based on simple features and specifications. Advertising on the Web or video presentations that reach an audience of this subjective level can be extremely effective in aligning a product, service or brand with all pre-existing beliefs of an audience – will feel comfortable in purchasing their goods, because they see how it fits their vision of themselves.
The framework conceptual
To really change the minds of people rather than simply to persuade his game to adapt pre-existing values and beliefs, must be achieved at the conceptual level. For achieve this level of persuasion the experience presented must not only be memorable and understandable, but it must also be instructive or change the perspective. This epiphany or "See the Light" will be incorporated into public values and belief system and is used as a reference to cognitive decisions.
The four types of Video-based traffic built
In his article, "Emotions in television commercials," Young and Kastenholz identified four story integrated visual creating video ads that appeal to an audience on an emotional level.
The emotional dynamics or branded as Star
The emotional Pivot story building has the product, service or brand as hero, solving the problem presented in the video and suddenly turning a negative situation into a positive experience.
A recent television ad that shows Nicoderm a hostess in a bad mood reprimand passengers for a variety behavior of frequent flyers because of their attempt to quit smoking is a good example of this format. The nerve-nerve, flight attendant suddenly changes in a person friendly to business and to start using Nicoderm. This business scenario shows how an initial negative behavior becomes a positive experience with the introduction product or service advertised. The time of change, called the pivotal emotional when the product is presented as a hero.
The positive transition or brand Co-Star
The story begins with a positive transition low level of positive behavior that abruptly turns into a higher level of positive behavior with the brand as a co-star, leaving the primary role for the public. This technique is often used incorrectly to hide the brand until it suddenly was revealed as the catalyst for positive change has increased.
Sports car ads where the target is the hero and the car is the catalyst to get the girl o The new work is an example of this type of commercial storytelling.
Brand Building Director or
The construction technique has a history with positive energy flow to the audience that culminated with a strong visual effect on the emotional climax of advertising. In this scenario tends to mark history be retained and only revealed at the end of the presentation. The brand is the invisible hand guiding principal or responsible for the experiment positively promised the audience.
cosmetics ads where men are attracted to admire a beautiful woman who eventually his secret as the brand, is a variant of this type of storytelling business.
Emotion or Brand as extended producer
The commercial sustained Emotion is the "typical feel good 'advertisement that has a strong and positive throughout the presentation of emotional production. This type of trade often use photo editing or video clips with an emotional or stimulating musical score. In this case, the mark as a producer is to present the thrilling experience you can enjoy only if you purchased the brand. Royal Caribbean, "Get Out There ", a series of ads is a good example of such trade.
Conclusion
The Web is becoming the vehicle for fire Video presentation sales presentations at a cost that is sustainable for a serious business. As companies increasingly begin to use the website as a platform for multimedia presentation, those who learn to use the media and by building compelling and memorable story-based messages to the public in their levels emotional benefit to the fullest.
About the Author
Jerry Bader is Senior Partner at MRPwebmedia, a website design firm that specializes in Web-audio and Web-video. Visit
http://www.mrpwebmedia.com
,
http://www.mrpwebmedia.com/ads
,
http://www.136words.com
, and
http://www.sonicpersonality.com
. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.
For the Girl (Pivot Short)
