Digital: Face TrackingUse Motion Tracking on facial expressionGreater RealismEx: AvatarTurn Back toward stagingMuch more expensive and difficultGreater realism“Gee-Whiz” valueEx: Recent Old Spice CampaignVideo ProductionMaking video adsCreative: Scripts/storyboardOutside production company does everything elseAds and RepresentationsRepresent Fantasy as realistically as possibleAnalog: film editing, prosethetics, animationDigital: CGI, morphing, time-slice, motion trackingTurn back towards creating stagingOrganization: MontageDefinitionExamplesOrganizationsHeadline/VisualPitchStoryMontageMontageSequence of images (Not a linear, single story)All relate to each other through a thematic threadShare common key message themeDisjointed but fluidAll relate to the creative conceptFluid, intuitiveTagline, voiceover, or action at end pays off key messageVariation1Combine with PitchVoice-Overs states general claimCharacter CrucialEx:Bank of America “This is America”Going through doorsWranglerVariation 2Combine with storyDefined charactersSnippets from different situationsEx:CANAL+The Predigree AdoptionDentyeneOrange Weds.Unusual Character in daily scenes and placesVariation 3Solely images and musicNo story or defined charactersMusic has key importanceEx:Mercedes Car montagePublic Service Govt. CorruptionNike footballOrganization: MontageSequence of images or scenesLinked by shared themePay-off at endVariationsCombine with pitchSorytSolely muic an dimagesChapter 8: TelevisionPros:Majority of US population has TV- 99% (Reach)Combination of color sounds and motion offers creative flexibility for virtually any product messageExtremely efficient for reach mass audience. Advertisers are able to provide a local or regional component to nation tv schedules.Digital tv opened more opportunities for advertising and programmingCons:Short lived and easily forgotten message, forgotten without expensive repetitionAudience is fragmented and skewed toward lower income consumers. Viewing time decreases as income increases. Short spots contribute to commercial clutterWith remote control use/DVR/VCR the amount of time spent viewing commercials has decreased greatly.------TV connects an emotional basis with the viewing audience and makes them part of the event they are watching - really captures them Credible and entertaining medium TV is moving from mass medium to niche mediumTv is moving toward interactivity with the audience to combat the appeal of the internet---must expand audience by taking advantage of internetTelevision As An Advertising MediumAdvertising is a major part of the television businessCommercial tv programming decisions are rarely made on the basis of aesthetics entertainment value or which news personality is most credible. These are merely vehicles for pricing delivering the real product in the television business.Federal Communication Commission: The federal authority empowered to license radio/television stations and to assign wavelengths to stations in the public interestTV is a primary medium because of its high household penetration, offering creative flexibility not found in any other mediumLots of formats and reaches all kinda of people; 24 hour mediumLimitations of TelevisionCostTelevision is a costly advertising medium but at the same time it is still very cost efficient for businesses need to reach large numbers of people On a CPM basis, television commercials are less expensive than print It is important to consider not only the cost of television time but also the cost of production costs associated with commercials. ClutterA proliferation of commercials in a particular medium. This reduces the impact of any single message. Not only has the total nonprogram time increased but also the number of commercials has grown with shorter spots which leads to perception of clutterPossible solution: advertisers allowed to buy all commercial time within a specific programs- sponsored shows with limited adsThe Rating Point SystemRating Point: The percentage of television households or specific demographic groups in a market, that a television station reaches with a program. The percentage varies with the time of day.How many TV households are tuned into this show?Program Audience/ Total TV Households x 100 Gross Rating Points: Each rating point represents one percent of the households having television sets in the area. Measures the weight of the schedule- cost effect?Measured by multiplying insertions by ratings because advertisers buy packages of television time rather than program by programCost Per Rating Point: Estimates the cost of television advertising on several showsCost of schedule of commercials/GRPShare of AudienceThe percentage of households using television tuned into a particular programUsed to determine the success of a show. Share = percentage of households using [watching] tv (HUT)/ Total HUT x 100The Many Faces of TelevisionEach of the various segments of the TV medium has its own advertising pricing structure, programming, target audience. and rating expectations.Ex: Syndicated TV/Network TV/Sports TV/ CableThe medium boasts diverse advertising opportunities due its largely fragmented audience even in households; everyone has a different preference.Network TelevisionInterconnecting stations or the simultaneous transmission of television or radio broadcasts-- declining shares Key elements necessary to understand television networks as an advertising medium:Clearance And Affiliate CompensationNetworks sell national advertising on the basis of station clearanceClearance: The percentage of network affiliates that have agreed to clear their schedules for network programming. Clearance rates are crucial to the economies of smaller networks as it helps them reach larger masses.Compensation: The system through which networks share advertising revenues with their affiliates in return for using local station time for their programs. Issue: rising programming costs/lower audience rates...who who be paying stations or networks?Network OwnershipConcentration of broadcast and cable ownership-- very large parent companies own multiple mediums which raises concerns:Restrains the free flow of mediaLack of competition affects ad ratesRestricted content due to conglomerate nature of different networks and production companies under one parent company. Network Commercial Pricing And Declining Audience SharesHigher program costs, low audience levels- do not justify