PRODUCING ADS FOR TV MEDIA

McGraw-Hill/Irwin

Copyright 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

CHAPTER OVERVIEW

Overview of how ads and commercials are produced for print, electronic, and digital media

AD PRODUCTION

A 15-second ad can take a month to create

TV COMMERCIAL PRODUCTION

TV COMMERCIAL PRODUCTION
Preproduction
Study the script Study the storyboard

Analyze required production techniques

Choose location

Live action

Animation
Special effects

TV COMMERCIAL STORYBOARD

TV COMMERCIAL PRODUCTION
The Shoot
Sound Lighting Camera Staging Talent

TV COMMERCIAL PRODUCTION
Postproduction
Film editor Sound mixer Director Editing

Mixing Print

TV COMMERCIAL POSTPRODUCTION

The director and editor select and splice scenes

DIGITAL MEDIA PRODUCTION

Sound + Music + Motion = Multimedia

DIGITAL MEDIA PRODUCTION

Multimedia + Computer Technology = Digital Media

VENUES FOR DIGITAL MEDIA

Mass audience Private audience
Academy Awards Meetings, conferences, seminars

Personal audience

One person using a kiosk, computer, TV

DIGITAL MEDIA IN ADVERTISING

Uses for Digital Media
Multimedia sales presentation Dedicated kiosk Electronic billboard Web site

DIGITAL MEDIA IN ADVERTISING

Career Opportunities
Production manager Director Multimedia producer Engineer

Interactive planner
System designer

Copywriter
Creative director

DIGITAL MEDIA PRODUCTION

Preproduction
Planning Costing Hiring

Production

Artwork created Video/Audio recorded

Computer program developed

Postproduction

Editing
Duplicating

Distribution

PLANNING MEDIA STRATEGY: DISSEMINATING THE MESSAGE

McGraw-Hill/Irwin Copyright 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

CHAPTER OVERVIEW

How communications media help advertisers achieve marketing and advertising objectives

MEDIA PLANNING: DECISIONS & ISSUES

Which media? What time of year?

Where?

How often?

How to integrate?

INCREASING MEDIA OPTIONS

Challenges

More competitors
Rising costs Media complexity Greater audience fragmentation More media options

INCREASING MEDIA OPTIONS

HBOs promotions tapped into nontraditional forms of media

OFF-THE-WALL MEDIA
Aerial banners & lights In-flight ads Newspaper bags

Transit terminal domination

Trash receptacles Kiosks Grocery receipts

INCREASING MEDIA OPTIONS

U.S. Ad Spending by Medium

MEDIA PLANNING ACTIVITIES

Situation Analysis Marketing Plan Advertising Plan

Set media objectives Determine media strategy Select media classes Select media within classes
Broadcast Print Media use decisions Other media

DEFINING MEDIA OBJECTIVES

Target Market
Income, education, occupation, and social groups

Distribution channel

Target Audience

Opinion leaders

Financial community
The media

DEFINING MEDIA OBJECTIVES

Message-Distribution Objectives

Audience size

Message weight

Audience accumulation & reach

Exposure frequency

Continuity

Ad Gross Gross rating impressions impressions points

THE MEDIA MIX (5 MS)

Markets

Mechanics

Money

Media

Methodology

DEVELOPING A MEDIA STRATEGY

Plan Scope

Markets Sales Potential

Brand Development

Decision Factors

Category Development

DEVELOPING A MEDIA STRATEGY

Brand Development Index and Category Development Index

DEVELOPING A MEDIA STRATEGY

Plan Scope

Markets Sales Potential

Brand Development

Decision Factors
Media & Mood of Message

Category Development

Competition & Budget

Media Availability & Economics

DEVELOPING A MEDIA STRATEGY

Plan Scope Markets Sales Potential
Brand Development

Message Size & Position

Decision Factors
Media & Mood of Message

Category Development

Competition & Budget

Media Availability & Economics

DEVELOPING A MEDIA STRATEGY

Buyer Purchase Patterns Plan Scope Markets Sales Potential
Brand Development

Message Size & Position

Decision Factors
Media & Mood of Message

Category Development

Competition & Budget

Media Availability & Economics

ELEMENTS OF A MEDIA STRATEGY

Market Definition of target audiences, how to weight them Nature of the message, media types to be used Reach, frequency, and continuity goals Budget for each medium, plus effect of restrictions Size, timing, and position of message units

Media
Methodology Money

Mechanics

MEDIA TACTICS
Economics of Foreign Media Criteria for Selecting Media Vehicles
Campaign objectives, strategy

Synergy of Mixed Media

Audience characteristics
Exposure, attention, motivation

Scheduling Methods

Cost efficiency (CPM & CPP)

MEDIA PLANNING SOFTWARE

Scheduling Software

Performs tedious number crunching Saves time and money

Improves decision making