I learned my marketing skills working in a public library. I still carry some of the concepts in my head. Thought I'd share a few of the basic rules, paraphrased.
Toddlers have a ten second attention span. Simplicity and bright colors are the key.
Kindergartners have a thirty second. The above, plus an interesting subject are the key (trains, cars, baking cookies, dragons....)
The life expectancy of an advertisement is 45 to 60 seconds. All of the above, plus adult content teasers....
Only newborns and zombies watch an entire infomercial, especially if it has a beat. For a one hour infomercial use the kindergartner's rules and repeat one hundred and twenty times changing the colors and shapes.
Summary:
It you don't catch the toddler's attention you probably haven't lost much; toddlers don't have any money anyway.
Kindergartners have a little money, so if you catch the kindergartner's attention your product should be a cheap consumable. Next week he can return with his allowance and buy another one.
Newborns and zombies are too much work. Forget about them.
Focus on the advertisement if your product has any intellectual value at all. If you must skip the adult content teaser, add in adorable children or cuddly wild animals or magic tricks. Jokes are good too. Remember, your intended audience is smart(er).
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