Branding is one of the three essential advertising elements that lead to in-market success. As such, there are many variations of brand inclusion at the end of a TV ad, including package shots or simply showing the brand logo. Making the decision to include a package shot or brand logo at the end of an ad can require some additional consideration.
One goal in showing a package shot, particularly in the CPG category, is to improve in-store recognition. This can work well with established brands and especially power brands. Because the package style and coloring can be synonymous with the brand, it can work hard to more easily tie ad recall to in-store recognition.
However, there are a few caveats to keep in mind when using a package shot at the end as a proxy for a single-minded branding moment.
A logo shown at the end may help solidify the brand in the mind of the viewer. This is particularly important for lesser-known brands, or those with stiff competition. The story in the ad can then be used to romance the product and drive Motivation. The ending brand shot reinforces the brand name and ensures the viewer goes to the store to buy the right brand.
A few caveats on using the logo as the close to an ad:
In the end, branded memory is what is most important when consumers arrive at the store shelf. When the brand or package shot is well recalled, has emotion, and is meaningful viewers store it in their memory as part of their brand experience. Either method of branding can be successful, as long as the brand garners the recall, emotion, and meaning attribution during its end-frame appearance.