1. The Copy Workshop Workbook
TV & TV Formats
The Copy Workshop Workbook

2. More than channels have changed
Technology has changed – it’s more affordable and more accessible to everyone.
Access has changed – more channels and YouTube sites give access to nearly everyone with a video.
We’ve changed – grown up watching a variety of TV, so our visual literacy and sophistication is remarkable. We get it.

3. The basics TV is visual, so you must think visually.
A good commercial should communicate with the sound turned off.
People aren’t paying attention. Be clear, intriguing, interesting.

4. The basics Audio/visual integration
Audio and video dimensions need to relate in a meaningful way.
Whatever you show, whatever you say, need to be connected.

5. Beginning/middle/end
Remember: Good communication has a simple structure.
To begin, think of the ending.
What do you want to accomplish?
What are the final thoughts you want the viewer to remember?
Communicate the brand and selling idea.
Cause a shift in attitude, persuasive bit of support, overall emotional connection.

6. The beginning Opening section provides context. Easy to understand.
Don’t:
Overwrite: Establish things quickly, don’t be too complicated. Creates time problems.
Be confusing: Tell or show them clearly.
Be irrelevant: Consumers don’t care – they’re considering whether to change the channel, get a snack or go to the bathroom. What’s interesting to them?

7. The middle
Middle provides support – reasons, rational or emotional, for buying the product. Makes the sale.
Do more than entertain. Persuade the customer to select your product in preference to the competition.
Should relate to strategy – how are you connecting your target with your brand?
Strategies are synergistic … so is good TV.

8. The end
Reward the viewer. Make your commercial rewarding and worth watching again.
Well-turned phrase … great visual … memorable music theme … warm, friendly feeling … a punch line.
Say and show it, clearly, meaningfully and memorably so your message stays with the viewer.

9. Imagine the destination
Concentrate on the final impression.
What do you want people to
see?
feel?
think?
learn?
do?

10. 6 types of TV commercials
Slice (slice-of-life)
Talking Person
Demo
Visual
Graphic Collage
Combinations

11. Slice
Best and worst; comedy commercials, touching commercials, moments
Strung together, they are vignettes.
Imagine a situation where product plays an important part.
Establish situation with scene and characters.

12. The secret of slice
Product Narrative Integration (PNI): The better the product was integrated into the plot/narrative of the story, the better the commercial was in a whole range of factors – persuasion, memorability, effectiveness, etc.
Why? We remember stories. The better we make the product an important part of the story, the more effective it will be as a commercial message.

13. The breakthrough People “break in” to your message.
“Yeah, I really need a glass of milk with a cookie or a peanut butter sandwich.” “Hmm, I better get a credit check before I make a big move, in case there’s something I don’t know.”
Create a little slice of life, a sitcom, a story.

14. Talking person
Personification of your message. But it doesn’t have to be a real person.
Talking Person can be part of a Slice commercial, present a unique Demo.
It’s the selling idea in person. Makes your strategy talk.
Testimonial: Real people like your product and tell you why.

15. The demo
Types of demo
Side-by-side: Compares one product with another.
Before/After: Dramatizes the product and benefit.
Product performance: Dramatizes how well product works.
In-Use & New-Use: In-Use shows how product is used and how it works; New-Use shows new ways to use the product, like a recipe or serving idea.
Demos can be real or symbolic.

16. The demo
“Torture Tests” dramatize product performance by dramatizing the problem or product usage situation.
Demos can be based on
Test results
Sales figures
Popularity
Uniqueness
And more!
Demos can become brand icons.

17. The visual How can you visualize the benefit?
Logos and other product graphics can reinforce selling message.
Many brands use visual mnemonics to make themselves memorable.
What is your product’s visual “world” and images associated with it?
Remember, visuals are an international language: Beauty, smiles, art, fashion, children.

18. The visual Visualize concepts … how to sell a home?
Visualize problems ... eat for breakfast?

19. Graphic collage 2 key differences
Track-driven video: Audio portion (copy and music) is done first and video develops from them. Music videos done this way.
Existing video imagery: Reuse footage like “hero” product shots.
Logos and graphics
Existing footage
Existing music
Other elements from previous commercials
Other miscellaneous materials: slides, photos, ads, news footage, etc.

20. Editing
Start with writing, finish with editing and other post-production techniques.
“Hero” shots and “stock” footage.
“Supers” – super-imposition, what you say on screen. Titles are either supers used at the beginning of a spot or full-screen supers used anywhere.
Slogo: Slogan turned into a logo-like element.

21. Combinations
Slice/Demo/Donuts: Use Slice to establish problem your product solves, stick a demo in the middle, then little Slice of happy ending.
Talking Person/Demo/Donuts: Use a Talking Person with a Demo in the middle.