Elite Young Marketers Assignment 21.1 Ba Loc_Ngoc Tram

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Elite Young Marketers Assignment 21.1 Ba Loc_Ngoc Tram

  1. 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. 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. 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. 4. WHAT IS TVC? TVC’s ROLEs TVC’s PRINCIPLEs Key Message Single Minded Unique Purchase Intention Branding
  5. 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. 6. STEP 1: CLIENT BRIEF ADVERTISING AGENCY Client to Agency CLIENT ADVERTISING AGENCY Brief Re-Brief (Optional)
  7. 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. 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. 9. STEP 2: CONCEPT DEVELOPMENT Examples Storyboard
  10. 10. STEP 3: PRODUCTION Agency to Production House Stages of Production Choose a PH from pitching
  11. 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. 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. 13. STEP 3: PRODUCTION Stage 2: Production - Shooting Structure of Production team
  14. 14. STEP 3: PRODUCTION Production Examples Shooting at location
  15. 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. 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. 17. STEP 4: CENSORSHIP & PUBLISHING ExamplesFinal Storyboard that get censored ON AIR!
  18. 18. Main Reference: http://www.slideshare.net/fuboto/tvc-production-process

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