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

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 promotion 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.

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.

Agency Organization Move to the table that represents the department of an ad agency that you would prefer to work in. 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?

Broadcast Media Broadcast media encompass radio and television. Television is second only to newspapers in advertising popularity. It is the ultimate advertising medium because it can combine sight, sound, action, and color to product a compelling advertisement.

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.

Steps To Creating A Commericial 1.Decide on an objective 2.Create an idea that will achieve the objective. 3.Select a format & length 4.Write a script and/or music 5.Create a story board 6.Find actors/actresses for the script roles 7.Choose a set & shoot the commercial 8. 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.

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

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  CUindicates a close up  Cutsindicates 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  MUmeans music under when the voice comes out stronger  Superrefers to superimposed copy on the film  VU “voice under” ;indicates that the music is heard over the voice  Voice Onmeans that the performers do the talking  Voice Over means that the performers DO NOT talk, but a voice is heard

STEP FIVE: The Storyboard Word Processed CU Voice On

Review 1.What are the four roles (departments) of an advertising agency? 2.What is the first (and most critical) step in creating a commercial? 3.Explain one type of commercial format? 4.What is a storyboard and what is it’s purpose?

Assignment Super Bowl Commercial Project