BY  Princewill Ekwujuru
Those who practice advertising, branding, brand language, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly, marcom managers.

The communication process is sender-encoding-transmission device – decoding-receiver which is part of any advertising or marketing program. Encoding the message is the second step in communication process, which takes a creative idea and transforms it into attention-getting advertisements designed for various media.

The third stage of the marketing communication process occurs when a channel or medium delivers the message. Decoding occurs when the message reaches one or more of the receiver’s senses. Consumers both hear and see television Ads.

The use of Television Commercials (TVCs) companies is strategic for brand owners to create top of the mind niche and or to create brand visibility in the market, thereby winning consumers heart, whilst remaining relevant in competition.

Companies have found the TVC  a veritable tool to fight market forces, and to remain refreshed in the mind of its  consumers, thus its deployment and  because, consumers want to see new market propositions.

Accordingly,the new harp TVC presents two male drinkers, one young and the other middle aged, both requested for Harp Lager beer at the same time, the barman happily presents one bottle and said, ‘Last One Guys, Who wants it? While gesticulating, non verbally though, but queried, What do we do now?, pointing to the empty refrigerator.

At this point, both consumers sized themselves up to make claim for the only harp bottle, and the younger consumer instinctively hit the dance floor, showing off some contemporary dance steps, while the older guy looked on, as soon as the younger returns to the bar table, the older hit the dance floor, him also showing off some dance moves of yester years.

This soon led to a dance contest between both consumers, while on lookers present gave room to the two contestants who continue to show off different dance steps. In the cause of the euphoria that enveloped the bar a pretty young lady sneaked behind them and grabbed the bottle of Harp that precipitated the contest. Eventually the two male drinkers where later served a bottle of Harp each by the bar man who had all along concealed the  beer a refrigerator full of Harp Lager.

According to Austin Young, a Lagos resdent. “I love this Ad, it is one of the funniest Ad I have seen in 9ja this year”, Ajayi Oluwaseun Ezekiel said “wonderful Ad, nice concept and very captivating. Pekene Johnson, Port-Harcourt, however saw it from another angle “After those men done dance finish, she just come from where I no fit know come carry the beer, she get luck, those men for pursue her tire”

The deployment of the new commercial tagged; ‘Dance Off’, is a commercial that tries to bridge the gap between generations, while also trying to make the building of friendship between people of different strata possible, without rancor. This trait can be noticed in the way the younger and the older blokes related despite what probably transpired between them in the TVC.

The TVC, from the stable of Guinness hit the airwaves across the country few weeks ago and has continued to attract comments from Nigerians on the “Harp Nigeria” facebook page, especially the main stream beer drinkers.