competing brand. Many copywriters think it crass to belabor the name of the product. However, for the benefit of those who are more interested in selling than entertaining, here are two ways to register your brand name: Use the name within the first ten seconds. I have seen a brilliant commercial which repeated the brand name twenty times in 340 seconds, without irritating anyone. Play games with the name. Spell it. Veterans will remember Alex Templeton, the blind pianist, spelling out the name C.R.E.S.T.A. B.L.A.N.C.A. to the accompaniment of pizzicato strings. When you advertise a new product, you have to teach people its name on television. 2 Show the package. Commercials which end by showing the package are more effective in changing brand preference than commercials which don’t. 3 Food in motion. In commercials for food, the more appetizing you make it look, the more you sell. It has been found that food in motion looks particularly appetizing. Show chocolate sauce in the act of being poured over your ice cream, or syrup over your pancakes. 4 Close-ups. It is a good thing to use close-ups when your product is the hero of your commercial. The closer you get on the candy bar, the more you make people’s mouths water. 5 Open with the fire. You have only 30 seconds. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. You know that great things are about to happen, but the viewer doesn’t. She will never know; she has gone to the bathroom. When you advertise fire-extinguishers, open with the fire. 6 When you have nothing to say, sing it. There have been some successful commercials which sang the sales pitch, but jingles are below average in