It’s important to remember that commercials should be written by copywriters, not mystery writers. Yes, they can be clever and artsy, but a commercial’s main objective is to sell a product or service.
A recent Adweek Media/Harris Poll of 2,163 adults found that 21% often found TV commercials confusing with just 14% reporting that they never find commercials confusing.
Boring, mundane … I can accept, but confusing?? In this new economy where every dollar must work harder than ever, advertisers can little afford to leave 21% of the audience in the dark on what they hope to be selling them.
If consumers watching these commercials are unsure of the main focus of the message, do you think that might be a problem?
TV commercials need to be entertaining and informative. Unfortunately, as this survey proves, there are too many agency creatives who apparently would rather be writing an episode for Lost then selling the products that pay their salaries.
It’s a fact, in these trying economic times; people are cutting back on purchases. Advertisers (and the agencies that work for them) need to do everything possible to convince consumers that their product is worthy of consideration.
If not, maybe it’s time to consider a new agency?
Source: Harris Poll, August 26, 2010