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Getting the most from your camcorder: tips, tricks, and new products for those who want to take better videos.
Camcorders, Tech and Random Rants Blog
Getting the most from your camcorder: tips, tricks, and new products for those who want to take better videos.
Apr 23, 2008 9:00 AM
Posted by Joseph Devlin
Producing video shorts that stick in your mind
Posted by Joseph Devlin
One way to measure the effectiveness of a commercial is to track how many YouTube parodies it has spawned. In their book What Sticks authors Rex Briggs and Greg Stuart summarize what they learned while testing the effectiveness of a wide range of corporate marketing campaigns. commercials ever produced are those hyper annoying HeadOn: Apply directly to the forehead commercials. They work because they have such a clearly defined objective - get the product's name in front of an audience and make sure everyone knows what it is for. The rest is extraneous, and the parodies are abundant. I am thinking about this subject because I just read a great piece in Slate about why the new Subway "five-dollar foot-long" commercials are so effective. Check it out if your job involves creating short videos that grab an audience by the throat. Although these commercials achieve effectiveness using the same sort of repetition as the HeadOn spots they are not as annoying. What keeps them interesting is the use of background music using non standard chord progressions that surprise you every time you hear them. It keeps it interesting, and insures a better class of YouTube parody. Technorati Tags:
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