The first job of a TVC is to Engage the viewers. How good the engagement was can be measured by testing aided and unaided recall.
Then, the Communication has to be clear and relevant. A TVC consists of different elements. What each of these elements conveys to the audience is extremely important.
Each element in a TVC should communicate something relevant that builds up the impression in the minds of the viewer about the product.
Finally, the TVC must Persuade the viewer to purchase the product. Whether the Signature Jeans TVC and the charm of Deepika Padukone can persuade a college girl viewing the ad will be the final acid test.
It is important to note that the success of Persuasion depends on how well the ad is Communicated which in turn depends on how well could it engage the viewers. Therefore, we can say that these three stages form a continuum and the success of the one that follows depends on the one(s) that precede it.