The Art of Confusing: Why Local TV Commercials Fail and What to Do About It

Have you ever sat through a commercial that left you more confused than when you first sat down? Or perhaps, you've seen one that seemed to have too many messages crammed into the small screen, leaving you scratching your head? These commercials exist, and indeed, there's a reason for their existence, even if not always a logical or effective one.

Confusing Commercials: Unintentional or Intentional?

Many such commercials are often criticized for lacking clarity and making no sense. This can be the result of a lack of effective messaging, trying to convey too many ideas simultaneously, or poor execution. However, sometimes, such commercials are deliberately created for the purpose of generating buzz and making the advertisement more memorable. The key to the effectiveness of any advertisement lies in its ability to communicate a clear and compelling message to its target audience.

Local Media vs. Professional Advertisers

Locally-produced advertisements, typically created by local TV stations or cable companies, often fall short in making a strong impact. This is partly due to the lack of expertise in creating advertisements that motivate people to take action. Management at local media outlets tend to focus on maximizing airtime sales, rather than understanding the psychology of persuasion or producing ads that drive results.

Business owners who pay for these ads often have just as little understanding of advertising as those creating the commercials. As a result, their expectations and outcomes are often misaligned. For instance, a frequent misconception is that simply appearing on TV is magical and will automatically attract customers. When a friend of a business owner appears in a local commercial, the owner might assume that the ad succeeded in making people want to do business with them.

Breaking Down the Most Common Mistake

One of the biggest mistakes local advertisers make is having the local TV station write and produce their commercial. This can be a costly and ineffective approach because:

Dependency on Personal Connections: The success of the commercial is often judged by social interactions, like friends complimenting the person in the ad. This does not translate to real-world sales or business growth. Lack of Persuasive Message: Advertisers don't necessarily know what message will resonate with their target audience. Local media stations may not have the expertise to craft persuasive and effective ads. Unelevated Expectations: Clients often assume local ads will automatically generate business, leading to disappointment when the results are not as expected.

To improve the probability of a commercial getting people to a business, advertisers need to engage with professional agencies.

Working with Professional Advertising Agencies

A high-quality advertising agency can provide a solution. They can:

Prove Success: These agencies can deliver demonstrated success, showing a track record of effectiveness in creating commercials that drive results. Expertise: They have the necessary expertise and experience to understand the psychology of persuasion and target audience demographics. Obligation to Persuasion: Agencies are dedicated to creating ads that effectively communicate the message and motivate action, whether it's making a purchase or visiting a business.

Of course, hiring an advertising agency is just the first step. A comprehensive approach to advertising includes a variety of strategies and tactics to ensure the success of the commercial.

Conclusion

Local TV commercials often fall short due to a lack of professional expertise and an overreliance on personal connections. By engaging with professional advertising agencies, businesses can improve their chances of creating effective and persuasive commercials that drive real results.