Introduction to Broadcast Media

Introduction to Broadcast Media Objectives: Identify what an advertising campaign is Explain the roles of an advertising agency Explain the basic parts of a commercial and the steps to create one Discuss audio/video commands used to creating your script/storyboard

The Advertising Agency An advertising campaign involves the creation and coordination of a series of advertisements around a particular theme to promote a product. Advertising agencies work with businesses to develop advertising campaigns. Depending on the scope and size of the advertising campaign, agencies can serve in a full-service or limited-service capacity.

The Advertising Agency Full-service agencies perform advertising research, media selection, copy development, and artwork for an advertising campaign. Limited-service agencies specialize in one aspect of the campaign, such as creative services. In-house agencies provide full or limited advertising services based upon the size of the company.

Agency Organization Advertising agencies are usually organized into four service departments: client creative research media

Agency Organization Client service departments work with agency groups and individual businesses to identify opportunities for advertising. Account executives identify client needs, create advertising plans, and coordinate advertising with other promotional activities.

Agency Organization Creative service departments develop the advertising messages and produce the ads. Graphic artists,copywriters, commercial designers and art directors work together to create advertisements.

Agency Organization Research service departments conducts the research of the target markets, the attitudes of potential customers, and their buying behaviors. This department helps determine the type of message that will have the greatest appeal for a particular market segment.

Agency Organization Media service departments advise clients on their media choices. This department suggests an advertising budget for television, radio, newspapers, magazines, and other forms of advertising, such as billboards and direct mail. This department also coordinates the timing, placement, and frequency of various advertisements.

Application Exercise Move to the table that represents the department of an ad agency that you would prefer to work in. Appoint a reporter to jot down notes from the discussion. Table group discussion: What job would you be interested in? What skills do you think you would need to develop for this type of work?

Basic Parts of a Commercial Music Format Script Story Board

Formats Playlets or Dramatization A story is used to create a problem that the product or service can fix. Demonstration: How to use the product (Infomercial). Testimonial: Someone bears a testimony about a product. Humor: Can be used to enhance selling features and make them more meaningful and memorable. Musical Script: A script may contain a jingle, or it can contain singing or background music.

Advertising Strategies Ideal Kids (or families) - always seem perfect. The kids are really hip looking, with the hottest fashions, haircuts and toys. Ideal families are all attractive and pleasant looking -- and everyone seems to get along! Family Fun - a product is shown as something that brings families together, or helps them have fun; all it takes is for Mom or Dad to bring home the "right" food, and a ho-hum dinner turns into a family party. 

Advertising Strategies Excitement - who could ever have imagined that food could be so much fun? One bite of a snack food and you're surfing in California, or soaring on your skateboard! Star Power - your favorite sports star or celebrity is telling you that their product is the best! Kids listen, not realizing that the star is being paid to promote the product. Bandwagon - join the crowd! Don't be left out! Everyone is buying the latest snack food: aren't you?

Advertising Strategies Scale - is when advertisers make a product look bigger or smaller than it actually is.  Put Downs - when you put down your competition's product to make your own product seem better. Facts and Figures - when you use facts and statistics to enhance your product's credibility. Repetition - advertisers hope that if you see a product, or hear its name over and over again, you will be more likely to buy it.

Advertising Strategies Cartoon Characters (or Celebrities) - Tony the Tiger sells cereal and the Nestlés Quick Bunny sells chocolate milk. Cartoons like these make kids identify with products. Weasel Words - by law, advertisers have to tell the truth, but sometimes, they use words that can mislead viewers. Look for words in commercials like: "Part of..." "The taste of real....." "Natural...." "New, better tasting....." "Because we care..."

Advertising Strategies Omission - where advertisers don't give you the full story about their product. For example, when a Pop Tart claims to be "part" of a healthy breakfast, it doesn't mention that the breakfast might still be healthy whether this product is there or not. Are You Cool Enough? - this is when advertisers try to convince you that if you don't use their products, you are a nerd. Usually advertisers do this by showing people who look uncool trying a product and then suddenly become hip and doing cool things.

Application Exercise Move to a table (as assigned by teacher) & appoint a reporter to take notes. Table group discussion points: Discuss your favorite television commercials & pick one as a group to report on. What do you like about it? What is the message of the ad, the “plot” and how is it delivered? What characters, celebrities or spokespeople are in the commercial, and what appeals to you about them? What strategy have they used?

Steps To Creating A Commericial Decide on an objective Create an idea that will achieve the objective. Select a format & length Write a script and/or music Create a story board Find actors/actresses for the script roles Choose a set & shoot the commercial Edit the commercial

STEP ONE: Decide on an objective Should the commercial be designed to: Increase brand awareness? Reemphasize an existing brand image? Get people to try a new product? Introduce a new package? Or accomplish some other marketing goal?

STEP TWO: Create an idea/concept for a commercial that will achieve that objective. What strategy or approach will you use? Advertisers have many methods to try and get you to buy their products. Lots of times, what they are selling is a lifestyle, or an image, rather than the product. Consider a variety of advertising strategies to accomplish your goals.

STEP THREE: Select a format & the length What format will best suit your target audience? Why? What length will your advertising budget support? Cost will vary based on the length, plus time & station aired.

STEP FOUR: Creating A Script The script writer’s #1 goal is to gain audience attention in the first few seconds. They create the written plan for the commercial, otherwise known as the copy. Copy - All spoken words or written text in an advertisement.

Creating A Script A typical commercial has an: Opening Middle or “Sell” Close The first few seconds are critical to grab the The middle should The close should invite the viewer to viewer’s attention highlight benefits. take action.

STEP FIVE: The Storyboard A storyboard is a set of rough sketches depicting a message and a corresponding script. Typically, the sketches and audio/video commands are placed in columns side by side.

STEP FIVE: The Storyboard TECHNICAL ABBREVIATIONS FOR STORYBOARDS LS indicates a long shot MS indicates a medium shot CU indicates a close up Cuts indicates a quick transition from one scene to another Dissolve indicates a slow transition; one scene fades while the other appears

STEP FIVE: The Storyboard TECHNICAL ABBREVIATIONS FOR STORYBOARDS MU means music under when the voice comes out stronger Super refers to superimposed copy on the film VU “voice under” ; indicates that the music is heard over the voice Voice On means that the performers do the talking Voice Over means that the performers DO NOT talk, but a voice is heard

STEP FIVE: The Storyboard CU Voice On Word Processed Word Processed

Review What are the four roles (departments) of an advertising agency? What is the first (and most critical) step in creating a commercial? Explain one type of commercial format? What is a storyboard and what is it’s purpose?

Assignment In your groups, work on the “Making A Commercial” Project. Your task for the day is to complete the “commercial planning worksheet” found on the website.