Answer to Question #270086 in Marketing for ann

Question

Give an example of an effective TV ad. From what you remember, what made it

memorable for you?

Answer 1

Discussion

A television advertisement (also called a television commercial, commercial, advert, TV advert or simply an ad) is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product or service. Advertising revenue provides a significant portion of the funding for most privately-owned television networks. Television advertising involves three main tasks: creating a television advertisement that meets broadcast standards, placing the advertisement on television to reach the desired customer and then measuring the outcomes of these ads, including the return on investment.

An example of an effective TV ad is the KFC: "FCK" (2018) Standalone Ad. The ad had an empty bucket of KFC with the company's letters jumbled around. It's also not a normal, unprompted promotion of fried chicken. The ad was an apology, and perhaps the most creative one of all time. In February 2018, KFC's business in the U.K. ran out of chicken. A poultry company ran out of poultry. It's not every day that a business stumbles upon the most ironic public relations crisis in company history, so when it happens, all eyes are on the business's response. With the help of the creative agency Mother London, KFC took out a full page ad in Metro, the U.K.'s newspaper, rearranging its three famous initials to create a hilarious albeit explicit response to its product shortage. The ad depicted a KFC bucket that read, "FCK" as if to say, 'FCK', this is embarrassing." Beneath this design, the company went on to apologize for what it realized is an inexcusable, if not slightly, funny failure. It was interesting how they had the letters rearranged just to send out the apology message to its customers.

After they ran the ad, Farren claimed that the team members felt supported and valued, and that their customers understood that it wasn’t their fault, and that the abuse shouldn’t be directed at them, but rather at the brand. That is what they wanted to do, to support their teams. No business is above a good old-fashioned sorry. And if people can laugh at themselves in the process, they'll only make it better. KFC's ad demonstrates how to combine humility, class, humor, and ultimately company pride in a message that can help bounce back from bad press and even come out the other side with a net-positive result for a brand.

Reference

Dix, S. R., Bellman, S., Haddad, H., & Varan, D. (2010). Using interactive program-loyalty banners to reduce TV ad avoidance: Is it possible to give viewers a reason to stay tuned during commercial breaks? Journal of Advertising Research, 50(2), 154-161.