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Elite Young Marketers Assignment 21.1 Ba Loc_Ngoc Tram
- 1. ASSIGNMENT 21.1 N G U Y E N B A L O C N G U Y E N N G O C T R A M HOW TO MAKE A TVC
- 2. WHAT IS TVC? TVC’s ROLEs TVC’s PRINCIPLEs Television Commercial (TVC) is a form of advertising in which goods, service, organizations, ideas, etc. are promoted via the medium of television In VN, TVC’s popular duration is 30s, 45s.
- 3. WHAT IS TVC? TVC’s ROLEs TVC’s PRINCIPLEs INTRODUCE A PRODUCT/ SERVICE CONVINCE PEOPLE SWITCH PRODUCT/ SERVICE REMIND THE EXISTENCE OF A PRODUCT/ SERVICE
- 4. WHAT IS TVC? TVC’s ROLEs TVC’s PRINCIPLEs Key Message Single Minded Unique Purchase Intention Branding
- 5. TVC PRODUCTION MAPPING Mapped By Parties & Scope of work CLIENT ADVERTISING AGENCY PRODUCTION HOUSE MEDIA CONSUMER ADVERTISING BRIEF CREATIVE BRIEF CONCEPT PRODUCTION PITCHING PRODUCTION CENSORSHIP & PUPLISING CSM TEST JUST ENJOY THE SHOW!
- 6. STEP 1: CLIENT BRIEF ADVERTISING AGENCY Client to Agency CLIENT ADVERTISING AGENCY Brief Re-Brief (Optional)
- 7. CLIENT BRIEF USUALLY CONSISTS OF: • Project Background - Overall Review - Project Detailed Objectives • Overall Landscape - Target Audience ( with consumer insight) - Holistic Plan - Role/ Objectives of Advertising • Message to deliver - Campaign Big Idea/ Communication Big Idea - Key Message (optional, agency can be requested by client) - Reason To Believe STEP 1: CLIENT BRIEF ADVERTISING AGENCY Client Brief Template • Scope of work • Timing & Budget • Expected Outcomes • Pitching Selection Criteria (if any pitching) • Available Material for reference
- 8. STEP 2: CONCEPT DEVELOPMENT IdeationAccount & Creative Director Art Director Copywriter Artists/ Designers The Client Creative Team Creative Brief Concept idea presentation (Script, Storyboards, storylines, KV,…) Account & Creative Director Approve the storyboard Test Consumer with Stillomatic
- 9. STEP 2: CONCEPT DEVELOPMENT Examples Storyboard
- 10. STEP 3: PRODUCTION Agency to Production House Stages of Production Choose a PH from pitching
- 11. STEP 3: PRODUCTION Stage 1: Pre-Production 1st Pre Production 1st Pre Production Meeting (PPM) 2nd PPM Final PPM The Ad Agency + PH + Animator (if needed) + Client discuss and decide what have to be done Ad Agency, PH, Client discuss: • Shooting board & music tone • Casting Talent • Production Schedule & Quotation • Property & Wardrobe • Location Revised option as Ad Agency or Client’s feedback Confirm Talent confirm & contract 3 Parties have all the things available: properties, product materials,… Signed contract with 50% paid
- 12. STEP 3: PRODUCTION Shooting Board Sample Shooting Board is different from Storyboard, it is made by Director, with his art & technique- approach- recommendation, which is the most close to the final TVC
- 13. STEP 3: PRODUCTION Stage 2: Production - Shooting Structure of Production team
- 14. STEP 3: PRODUCTION Production Examples Shooting at location
- 15. STEP 3: PRODUCTION Stage 3: Post-Production Editing: OFFLINE Computer graphic Focus group checking Final mix: Voice record, music ONLINE approval: final presentation Client approved Client approved Client approved MASTER
- 16. STEP 4: CENSORSHIP & PUBLISHING Client get through Government & Media to Consumer GOVERNMENT MEDIA TV Outdoor screen Submit final storyboard to get ad-license after 10 days DUBBING Dub the DVD or Betacam tape
- 17. STEP 4: CENSORSHIP & PUBLISHING ExamplesFinal Storyboard that get censored ON AIR!