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Television

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Television Can You See Me? * * * * * * * Objectives: Upon completion of this class and the assignments, you will be able to: Identify the characteristics of ... – PowerPoint PPT presentation

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Title: Television


1
Television
  • Can You See Me?

2
Objectives
  • Upon completion of this class and the
    assignments, you will be able to
  • Identify the characteristics of Television
  • List the advantages/disadvantages of Television
    as a commercial medium
  • Recall the attributes of an effective Television
    Commercial
  • State what to avoid in writing good Television
    commercials
  • Utilize the guidelines for creating TV
    commercials and writing Television copy

3
Television Overviewand Advantages
  • Television
  • Has sight, sound, motion and color, and now,
    interaction
  • Is watched by many, often, and for long periods
    of time
  • Has intimacy
  • Has reach Between Network, Local, Cable, and
    Satellite TV can reach any age group and
    demographic segment of US consumers
  • Can be purchased locally, regionally, or
    nationally
  • Has a variety of commercial production costs,
    ranging from inexpensive for local advertisers,
    to expensive for national advertisers
  • Offers 30-second TV commercials (still the most
    prevalent), and now, 15-second, and 45-second
    commercials.
  • Provides 10-second, station ID commercials
    (actually 8-seconds)
  • Sells air time for Infomercials, which usually
    run 30 minutes

4
Guidelines for Writing TV Copy
  • Know the formats and the lengths (60, 30, 15 or
    10 seconds)
  • Know the audience
  • Select your strongest selling point or benefit
  • Make your proposition relevant and salient
  • Dont underestimate the intelligence of viewers
  • Grab attention immediately
  • Stay focused
  • Talk the talk of the prospect
  • BE VISUAL
  • ID product. ID product. ID product. Show product
  • Repeat major points
  • Involve the audience
  • Evolve, edit, rewrite, start over
  • Build the Brand

5
Direct Response TV Commercials
  • AKA Long Form or Infomercials
  • 90-seconds to 120-seconds
  • 5 Minutes to 30 Minutes
  • Involve generating sales or sales leads NOW
  • Offers are simple and direct magazine
    subscription, kitchen tool, exercise equipment
  • Have a response mechanism and price repeated
    often
  • 800 number
  • WWW
  • Coupon
  • Special price for acting NOW.
  • Techniques
  • Weave in information that appeals to customers
  • Break complicated process into easy steps
  • Use QA to summarize key benefits
  • Recap and include frequent calls to action
  • Show 800 number and WWW site often

6
Elements of Successful Television Commercials
  • Delivers meaningful content
  • Involves the audience in the message. Makes it
    memorable
  • Engages the viewer so that they identify the
    experience with the product AND REMEMBER IT.
  • Rewards the viewer for watching
  • Generates buzz (Viral marketing)
  • Sells
  • Better Yet, it is Creative and Sells

7
Elements to avoid
  • Offensive or alienating ideas, subjects or
    language
  • Placing a TV spot (or any ad) in the wrong
    environment
  • Tones eliciting distrust
  • Creating confusion or message complexity
  • Anything that is boring

8
What to do as a creator?
  • Copywriters dont make TV spots
  • Producers, directors, cameramen, editors and
    talent (actors) do
  • Today many feature film directors are creating
    our little films called commercials
  • A storyboard doesnt work the same as a layout
  • A layout approximates the final ad
  • A storyboard is a crude representation of what
    could be
  • A storyboard has to represent motion and the
    passage of time
  • A layout represents the appearance of the story
    in a space
  • By the age of 20 you have seen 800,000 TV
    commercials

9
The TV Commercial Creator Rules
  • 1Be interesting
  • Start with your strategy
  • Think demo, story or both at once
  • Demonstrations
  • Literal demonstration
  • Metaphorical demonstration
  • Our product is like this (The last time I bought
    a new car was like )
  • Whimsical demonstration
  • The shape of the VW Beetle
  • Story
  • You can do a mini-drama in 15, 30 or 60 seconds
  • Remember Inherent Drama

10
Visual Advice for Creators
  • Keep it simple
  • Make it move
  • Action
  • Editing, scenes, pacing and rhythm
  • If the product doesn't move make things
    associated with it move
  • Angles Notice the angles, pacing
  • Action Notice the ebb and flow of action
  • Actors Are they real?
  • Artistry Was it worth the time?

11
Sound and Pictures
  • Be relevant not redundant
  • Be sure on-screen text matches the voice-over
  • Use more visual than audio
  • Develop a tension between the visual and the
    audio
  • 911 Call

12
How To Present Your TV Ads
  • Script
  • Storyboard
  • Scenario
  • Key Frame
  • Advice
  • Dont bury a good idea in
  • a pile of production values
  • Too many words and features and benefits
  • KISS

13
Television Commercial Timings and Formats
  • Timing
  • Best way is to time with a stop-watch. A
    60-second spot should be no longer than 59.5
    seconds. A 30-second spot 29.5 seconds, and so
    on.
  • Format
  • See my template for Television commercial formats
    (different from Television show or station copy
    formats)
  • All spoken words are standard upper and lower
    case and 1.5 or double spaced lines
  • All other text is ALL CAPS and single line spaced
  • SFX or SOUND is UNDERLINED.
  • MUSIC and THE TITLE/DESCRIPTION OF THE MUSIC IS
    ALL CAPS AND ALL UNDERLINED

14
Television Assignment
  • Write one 60- or 45-second and one 30- or
    15-second TV commercial for your product or
    service
  • The 30- or 15-second commercial can be a cut down
    of the longer commercial

Use Television Script Template
15
Summary
  • Having completed this class and the assignments,
    you are able to
  • Identify the characteristics of Television
  • List the advantages/disadvantages of Television
    as a commercial medium
  • Recall the attributes of an effective Television
    Commercial
  • State what to avoid in writing good Television
    commercials
  • Utilized the guidelines for writing Television
    copy

16
Script Format
17
Storyboard
18
Scenario
19
Key Frame
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