1. Chapter 19 Video and the Commercial
Kleppner’s
Advertising
Procedure, 18e
Lane * King * Reichart

2. Learning Objectives Explain the online environment.
Define online ad language.
Discuss digital creating and the video/commercial.
Discuss producing the video/commercial.
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3. Questions to Ask Before Planning an Interactive Campaign
On what journey are you taking the consumer? What messages do you want to deliver?
What do you want the consumer to do once they have interacted?
How do you encourage the user to interact? Will you offer an incentive? Offer enticing copy?
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4. Online Video Terminology_1
Banner: A long, horizontal, online ad usually found running across the top of a page in a fixed placement
In-banner video ads: Use banner space to deliver a video
In-page video ads: leverages video’s sight, sound, and motion on a scale only available through in-page advertising
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5. Online Video Terminology_2
In-stream video ads: played before, during, or after streaming video content
In-text video ads: user activated ads delivered only when a user chooses to move his or her mouse over a relevant word or phrase
In-banner and in-page expanding video banners: video plus display advertising
Overlays: clickable rich media units that display in the bottom third of the video window
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6. Online Video Terminology_3
Preroll: extending usage rights of a television spot to include use on the web
Long-form video: more than 5 minutes in length
Rich media: collective term given to online advertising formats that use interactive and audiovisual elements to give rich content
Short-form video: less than 5 minutes in length
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7. Digital Production Production of content Production of code
Exhibit 19.3 Online Storyboard
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8. Aspects of a Typical Copy Development Timetable
Preproduction meeting
Shoot
Postproduction
Rough cut to client for approval
Revisions
Final to client
Ship date
Copy exploratory
Present ideas to client
Revisions to client for approval
Circulate copy for clearance
On-air clearance
Prebid meeting
Bid review/award job
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9. Visual Techniques for Commercials_1
Testimonials
Serials
Demonstrations
Close-Ups
Oldies Footage
Spokesperson
Story Line
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10. Visual Techniques for Commercials_2
Comparisons
Still Photographs
Vignettes/Situations
Slice-of-Life
Humor
Customer Interview
Animation
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11. Visual Techniques for Commercials_3
Stop Motion
Rotoscope
Split/Bookend Spots
Problem Solution
Infomercials
Mood Imagery
Visual vicissitudes
Bug
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12. Basic Principles Planning Commercials_1
Maintain desired relationship between sight, sound, and motion.
Words should interpret the picture and advance thought.
Show rather than tell.
Plan for pace of scene changes.
Remember that TV is a medium of close-ups.
Time the commercial a second or two short to provide time for action.
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13. Basic Principles Planning Commercials_2
Using “supers” so key points are seen/heard.
Show the brand name.
Communicate just one basic idea.
State primary idea, support it and, if possible, demonstrate it.
Read audio aloud to catch tongue twisters.
Keep sentences short; use everyday words.
Describe scene instructions thoroughly.
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14. Exhibit 19.6 Example of a Script Format
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15. Storyboards
A storyboard is a series of drawings used to present a proposed commercial. It consists of illustrations of key actions accompanied by the audio part.
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16. Exhibit 19.7 Television Script and Storyboard
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17. Exhibit 19.8 A Television Photoboard
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18. Opticals Provide Visual Continuity Scene to Scene
Cut
Dissolve
Fade-in
Fade-out
Matte
Super
Wipe
Zoom
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19. Exhibit 19.9 Basic Optical Decisions
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20. Exhibit 19.10 Example of a Wipe
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21. Commercials Need Music
Backgrounds
Transitions
Movement
Accents
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22. Producing the Commercial
Preproduction
Shooting
Postproduction
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23. The Role of the Producer
Prepares the production specs
Contacts studios, explains specs, conducts bid session, analyzes bids
Arranges for equipment/auditions/ recording sessions
Represents agency/ client during shooting
Participates in editing along with creative team
Screens commercial with client and agency
Handles billings
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24. The Role of the Director
Casting and directing talent
Directing the cameraperson
Putting show together
Managing preproduction meeting
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25. Steps in Shooting Prelight Shooting Wrap Editing
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26. Computer-Generated Imagery
CGI plays a major role in creating special effects in commercials and film, as illustrated with this example posted on the AdvertisingAve.com website.
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27. Electronic Production Techniques
Compositing
Matte
Keying
Chroma-keying
Keyer
Morphing
Harry
Flame
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28. The Cost of Commercial Production
Location or studio
Talent
Residuals
Special effects
High-definition shooting
Estimate costs
Editorial fee cost
Cost of film transfer, video conform, or edit and finishing
Special effects and titling
Recording and mixing
Total price? $2,136 to $67,100 to edit one 30-second commercial!
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29. Sample Production Schedule
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30. Unions and Commercial Production
AFTRA
ACTRA
AFM
DGA
ASCAP
BMI
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31. For Discussion
What cost-relationship factors are involved in the making of a TV commercial?
What is the purpose of a storyboard?
Who attends the preproduction meeting?
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