Commercial Success Storyboard - Assignment Example

The company that contracted the advertising agency is The Electronic Cigarette Company. The product the firm sells is electronic cigarettes. An electronic cigarette is an electronic gadget that has the shape of a cigarette that is used to simulate smoking without burning any tobacco or any of the 4000 chemicals that are included in a normal cigarette (Theelectroniccigarratte, 2011). The device provides the smoker with the active ingredient of cigarettes which smokers are addicted to, nicotine.

The product is an excellent way to quit smoking and continue to enjoy the feel of smoking by consuming nicotine. There is no fire involved in the use of an e-cigarette. The target audience for the product is smokers between the ages of 18-42. A commercial campaign for this product should be run in the primetime hours of 8:00 P.M. – 11:00 P.M. The commercial should be aired at a time when there is maximum audience in order to reach more people. The firm should select a program that is popular and that is watched by a broad audience.

A good show for the company to purchase commercial time on is America’s Got Talent broadcasted by NBC. America’s Got Talent is in the entertainment competition category. The show is aired Tuesdays at 8:00 P.M. eastern. This show is a good candidate because people of all ages and backgrounds watch this show. The creative approach that will be used to attract customers is by emphasizing on three elements: coolness factor, sex appeal, and convenience of the product. A celebrity guest will be included in the commercial.

The 30 second commercial that will be prepared for The Electronic Cigarette Company will be delivered using the broadcasting services of NBC. NBC is considered one of the market leaders among national television stations. Despite being one of the market leaders NBC has very reasonable pricing in comparison with the competition. NBC charges $74,000 for a 30 second commercial which is less than FOX, ABC, and CBS which charge $204,000, $94,000, and $94,000 respectively (Gorman, 2010). Choosing NBC will enable the company to reach the mass audience while at the same time saving money.

A 30 second commercial has been prepared for The Electronic Cigarette Company. A script of the different scenes of the commercial is illustrated below. Scene 1: A group of three adults are standing inside a pub. Scene 2: The three men look to the right and they see a group of beautiful women, they look to the left and through the window and they see some people enjoying some cigarettes outside. Scene 3: A man walks in with an e-cigarette in his mouth and sits near the bar. Scene 4: Six attractive women rush to be around the e-cigarette smoker.

Scene 5: A selling boost appears in a corner and the DJ announces that e-cigarettes are on sale now at the boost. Scene 6: A pack of men run to the boost to buy electronic cigarettes. Scene 7: Ashton Kutcher appears with an e-cigarette in his hand and says the following message while he inhales the e-cigarette, “Try an electronic cigarette, the healthy way to smoke.” References Gorman, B. (2010). Fox Tops 30 Second Ad Cost at $200,008; NBC Lags At $74,000 in Q1 2010. Theelectroniccigarette.co (2011). Featured Products: What is The Electronic Cigarette?

Retrieved June 2, 2011 from http://www.theelectroniccigarette.co.uk/products/featured-products-products.html