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Advertising as a lever of trade - TV billboard

Today, the world seems to be entirely dependent on advertising messages. Manufacturers are competing to present ever more impressive forms of advertising. It is safe to say that the most difficult thing nowadays is not so much to attract the consumer to a product as to surprise him or her. One thing about advertising has remained the same for years - a good slogan, underpinned by an eye-catching and effective message, is what counts. sound and image. Nowadays, however advertising has various dimensions, and one of the most popular recently is the TV billboard. It is certainly worth telling ourselves a little more about it.

Sponsorship billboard - what is it?

A sponsorship billboard is an even more abbreviated form of Ads. And that it is shortened is evidenced by the fact that there is a maximum of eight seconds per post. With such a short transmission time, one could say that producing such a spot is a simple matter. This is not the case, as a sponsorship spot has many legal restrictions.

What is not allowed?

First and foremost, a sponsorship spot must not have the traditional characteristic phrases of an advertising message - e.g. 'the best for you' or 'one of a kind'. In addition, the spot must not promote the sale of a product either. Another issue - the sponsorship billboard cannot use audio or visual elements through which the product is associated. This makes it difficult for the viewer to distinguish a sponsorship billboard from a traditional advertising message. No additional content may appear in a sponsorship billboard apart from the name of the sponsor, or possibly the name of the product.

Principles

The most common message we hear when it comes to a sponsorship billboard is "the programme sponsor is... the producer...". Referring to the legislation itself - the sponsorship billboard is very often placed at the beginning and at the end (by the way, it can only be at these moments of the broadcast) of the programme with which it has established a partnership. As such, it is important to remember that it is the company, not the product, that is sponsoring the programme.
Ideally, therefore, the company logo should be the most visible. Furthermore, the logo should be presented clearly and preferably take up most of the advertising space. If you necessarily want to use the name of a product, you can use the product name, but only in the following form: "for the broadcast of the programme, the sponsor ... the manufacturer of the product ...".
Most importantly, it is important to maintain the key principle of not using characteristic phrases of traditional advertising messages that firstly encourage the purchase of a particular product and secondly compare a particular product with others (to the benefit of the indicated one, of course). Such rules apply to text, image and sound.

It is worth remembering the rules that cover a TV billboard

Unfortunately, in spite of the specific rules that apply to TV billboards, many producers try at all costs to 'bypass' these rules and 'smuggle in' as much as possible at least a few themes that will nevertheless encourage people to buy the product. Unfortunately, lawyers in this area are extremely vigilant, as several leading stations in Poland have found out, paying fines of up to 150 000.

How to make a good TV billboard?

Common to all is, of course, the preservation of the aforementioned laws. In addition, there is no single rule of success for all. This is because each spot should reflect the characteristics and values of the brand in question.

A TV billboard is worth planning in terms of details also because of the costs of production. Among other things, the following should be taken into account here: technical elements, the number of plots in the script or additional elements used during production. An important element is also the length of broadcasting time of a given billboard - whether it is for the period of a specific campaign or, for example, a given billboard is to function on television for several years.

The language in a sponsorship billboard is very important - messages need to be short, concise but also well remembered. Therefore, it makes sense to have a good logo that is quick and memorable. A sponsorship billboard is a win-win - both for the sponsor itself and the sponsored programme.