OBJECTIVE: Demonstrate your ability to:

  • Identify the influences, trends and buying-power of specific target audiences
  • Develop an original product and create a 30 or 60 second ad campaign

REQUIRED DOCUMENTS

BACKGROUND

A television commercial (TV ad, advert, commercial, advertisement or simply just ad) is a span of television programming produced and paid for by an organization (generally in the private sector) that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to promote a wide variety of goods, services and ideas since the dawn of television.

The effect of commercial advertisements upon the viewing public has been so successful and so pervasive that in some countries, the United States in particular, it is consideredimpossible for a politician to wage a successful election campaign without the purchase of television advertising. In other countries, such as France, political advertising in television is heavily restricted, and some, like Norway, completely ban it.

  • Target Audience (or Target Market) is a specific group of people within the target market at which a marketing message is aimed at. For example, if a Sony is selling a new video game console, it will aim the advertising at the specific group (generally 18-34 year old males).A target audience can be people of a certain age group, gender, marital status, teenagers, females, single people, etc.) A certain combination, like men from twenty to thirty is often a target audience. Other groups, although not the main focus, may also be interested. Discovering the appropriate target market(s) and determining the target audience is one of the most important components in marketing.
  • Demographics are the characteristics of a human population. These types of data are used widely in sociology, public policy, and marketing. Commonly used demographics include gender, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and even location. Demographic trends describe the changes in demographics in a population over time (for example, the average age of a population may increase or decrease over time). Both distributions and trends of values within a demographic variable are of interest.

ASSIGNMENT

Create a 30-second or 60-second commercial for a unique product or service that your production company creates.  This must be new, never-before-seen product or service — do no simply replicate what’s out there.  You can create a product or service based off an existing idea, but all names/brands/likenesses must be unique.  For example, you can create a new style of potato chips called Torditos and market them to the 18-34 year old demographic.

  • PRE-PRODUCTION
  1. Download the Pre-Production Worksheet and complete it with your group.
  2. Create a treatment
  3. Create a Shot List
  4. Storyboard your commercial

As always, treatment, storyboards and shot list need to be approved by Mr. Olmedo before equipment is assigned and permission-to-shoot is granted.

  • PRODUCTION:Have your shot list and storyboards on hand and rock ‘n roll!  Have all props and actors/actresses ready, make sure your locations have been scouted and pre-approved for shooting and, most of all, have fun!
  • POST-PRODUCTION:
    • Edit your footage using Final Cut Pro
    • Create a Product Card for your product which includes
      • A picture of the product
      • Price
      • Website to order or get more information
      • A phone number to call for questions

TECHNICAL REQUIREMENTS:

  • TRT must be :30 or :60
  • Product Card / Slogan
  • Make use of controlled color
  • Background music and/or sound effects
  • Start on black, end on black.
  • P#_LastFirst_Commercial.mov

SAMPLE:

 

 

 

 

 

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