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By using animated characters, an advertisement may have a certain appeal that is difficult to achieve with actors or mere product displays.Animation also protects the advertisement from changes in fashion that would date it.

It is important to choose a television production company and advertising agency with pertinent expertise in these two areas, and it is preferable to choose an agency that both produces advertisements and places air time, because expertise in broadcast quality production and broadcast standards is vital to gaining the advertisement's acceptance by the networks.For this reason, an animated advertisement (or a series of such advertisements) can be very long-running, several decades in many instances.Notable examples are the series of advertisements for Kellogg's cereals, starring Snap, Crackle and Pop and also Tony the Tiger. Animated advertisements can achieve lasting popularity. In any popular vote for the most memorable television advertisements in the UK, such as on ITV the top positions in the list invariably include animations, such as the classic Smash and Creature Comforts advertisements.Some advertising agency executives have originated more than one enduring slogan, such as Mary Wells Lawrence, who is responsible for such famous slogans as "Raise your hand if you're Sure", "I♥New York" and "Trust the Midas touch." Advertising agencies often use humor as a tool in their creative marketing campaigns.Many psychological studies have attempted to demonstrate the effects of humor and their relationship to empowering advertising persuasion. The pictures can vary from hand-drawn traditional animation to computer animation.The announcement for Bulova watches, for which the company paid anywhere from .00 to .00 (reports vary), displayed a WNBT test pattern modified to look like a clock with the hands showing the time.

The Bulova logo, with the phrase "Bulova Watch Time", appeared in the lower right-hand quadrant of the test pattern while the second hand swept around the dial for one minute.

An advertisement film (variously called a television commercial, commercial or ad in American English, and known in British English as a TV advert or simply an advert) is a span of television programming produced and paid for by an organization, which conveys a message, typically to market a product or service.

Advertisers and marketeers may refer to television commercials as TVCs.

Other long-running advertising campaigns catch people by surprise, even tricking the viewer, such as the Energizer Bunny advertisement series.

It started in the late 1980s as a simple comparison advertisement, where a room full of battery-operated bunnies was seen pounding their drums, all slowing down except one, with the Energizer battery.

In many countries, including the United States, television campaign advertisements are considered while some countries, such as Norway, completely ban political advertisements.