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

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

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

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 objective2. Create an idea that will achieve the objective.3. Select a format & length4. Write a script and/or music5. Create a story board6. Find actors/actresses for the script roles7. Choose a set & shoot the commercial8. 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”

• Closeviewer’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 STORYBOARDSLS indicates a long shotMS indicates a medium shotCU indicates a close upCuts indicates a quick transition

from one scene to anotherDissolve indicates a slow transition;

one scene fades while the other appears

STEP FIVE: The Storyboard

TECHNICAL ABBREVIATIONS FOR STORYBOARDSMU means music under when

the voice comes out strongerSuper refers to superimposed copy on the film VU “voice under” ;indicates that the music

is heard over the voiceVoice 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

Jaw

John: I hate my HairJohn walks in the

door.

Wor

d Pr

oces

sed W

ord 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?

AssignmentSuper Bowl

Commercial Project