Strategies on a Larger Scale

Given the time constraints of 30-second commercials, the strategies that they're built on have to be a rifle shot: A single-minded selling proposition. A few support points. A theme line. Fade to black.

For that reason, large broadcast advertisers often employ different strategies for different needs: Brand enhancement. Product differentiation. Competitive response. No single commercial can do all of those jobs simultaneously. Or can it?

Given the luxury of say, two minutes, extraordinary things can be accomplished. A desirable tone of voice can be set. A product can be introduced. Demonstrations can be staged. Comparisons can be made. The viewer can be inspired to act. A brand experience can be initiated or furthered.

All it takes is time, and a more expansive view of what a communications strategy can be.