Cost Effective TVC PRODUCTION PROCESS

Pro active C reative T eam

What is TVC? Usual duration: 3 minutes 60 seconds 45 seconds 30 seconds 15 seconds 10 seconds A television commercial is a form of advertising in which goods, services, organizations, ideas, etc. are promoted via the medium of television.

3 minutes

60 seconds

45 seconds

30 seconds

15 seconds

10 seconds

Introduce a product Make people switch product Remind the existence of a product TVC What is the interests of TVC

When we need a TVC All categories always have TVC? Only depend on the Marketing Strategic, especially Communication Strategic of category, Marketing Director has approved and allocated an ATL expenses which included TVC production cost. Usually, a new product, new variant or core campaign with the specific benefits and characteristics are often spaced an account of DME (direct marketing expense) to produce a TVC

The principles of TVC production Key message: Single minded: Should deliver only one message Brand association Can be associated with brand Can be correctly recalled Unique: Could not be copied Purchase intention: Possibility of purchase after seeing the Ad

Key message:

Single minded: Should deliver only one message

Brand association

Can be associated with brand

Can be correctly recalled

Unique:

Could not be copied

Purchase intention:

Possibility of purchase after seeing the Ad

TVC production development mapping Client Advertising Agency Advertising brief (step 1) Production house Present innovative idea and storyline (step 2) Production process (step 3) Media (television) Post production and publish tape to media (step 4)

Step 1: Advertiser brief advertising agency The advertiser Advertising agency Creative brief: according to brand positioning, advertiser brief to Advertising agency about: marketing background, target audience, consumer insight… 1. Creative brief 2. Re-brief Consumer insight Position statement Competitive analysis

Step 2: Develop innovative ideas Briefs the Account Executive & Creative Director Art Director Copywriter Artists Creative Team The Client Idea presentation (storylines, storyboards) Idea presentation often have many scenarios and to be chosen by result of PBS research. Account Executive & Creative Director Approve a storyboard

Step 3: Production process Stages of Production 1. Pre Production 2. Production 3. Post production

Step 3: Production process Pre Production First Pre Pro Advertising Agency Production House Animator (if animation is involved) Client Brief storyboard In the first pre production, the advertising agency, production house, animators if needed and the client will discuss and decide what have to be done to achieve the goal of the commercial.

Step 3:Production process Pre Production First Pre Pro meeting Shooting board Casting tape Music demo Production schedule Production Quotation Property & wardrobe recommendation Photos/videos of recommended locations This meeting: Agency, client (advertising) and production house would be discuss about whole things above.

Step 3:Production process Pre Production Second Pre Pro meeting Talent confirmation & contracted Music should be confirm if… Revised talent, music, shooting board…upon advertising agency and especially client ‘s suggestion

Step 3:Production process Pre Production Final Pre Pro meeting Advertising agency Client Production house presents Property, wardrobe… available Quotation approved 50% down payment Product, package and label must be available

Step 3:Production process Production - shooting Casting team Camera Producer Director Camera assistant 1 st Director Assistant 2 nd Director Assistant Lighting team Talents Shooting is often only on one day

Step 3:Production process Post-production Editing: Offline Computer graphic Editor using footage and choose the best frames has been shot to build up a draft without voice, music and computer graphic Client approved Final Mix: Voice record, music After offline approved, audio graphic effective (2D, 3D..) will be input to tape After result of PBS is suitable :voice talent record, music playback will be input to tape Focus group checking Client approved Online approval: final presentation Client approved

Step 4: Final Step Censorship and Publishing Master tape has been dubbed multi tapes and released to media networks. - Beta-cam tape - VHS tape - SVHS tape - TV station - Outdoor advertising

PRO ACTIVE PRO DUCTION [email_address] www.proactivebrand.com