Retail Promotions Final 04 25 2014 Broadcast Media Intro Television continues to be an excellent medium for a wealth of different types of advertising and is used a great deal by promotion oriented merchants Merchants who use television have significant advertising budgets o Must be able to participate in a long and tedious task Radio production is not nearly as difficult to develop and is often the choice of the retailer for last minute offers o Not as good as direct marketing newspaper and magazines Despite digital video recorder services commercials still provide sufficient exposure for those who want to use action and sound in their advertisements o TV have lost some impact due to TIVO The challenges that must be addressed once the advertiser commits to the television advertising concept are significant and numerous task o From beginning to end creating a TV commercial is quite a big o Picking an ad agency to handle to process is the first step o Examine agencies output to help with selection o Can get a lot of info from trade publications or associations on these agencies Creating the Television commercial Can take 10 days to 6 weeks Typically the project is divided into three parts preproduction production and postproduction Preproduction way before commercial making process essential for estimating costs ideas concepts script formation o Planning Cost analysis every cost factor should be considered Development of ideas and concepts happens in preproduction usually this is second stage of the process o Format Length Usually minute or as little as 1 sec blink of eye Most 15 30 seconds for a retail commercial When repetition is used you can utilize a shorter commercials commercial Scriptwriting very important for delivering message Most written on a split page script where the visuals are on the left of the page with corresponding dialogue on the right Actors used Voiceovers will be part of the script Storyboarding series of sketches that present the script and present that different scenes that will be shot Casting celeb or everyday consumer Location in studio or on location many prefer on location Wardrobe Scheduling best time to prepare set lighting cast time is money make sure planned in preproduction Client agency conferencing usually once preproduction Production is complete Technical aspects of production are essential to a television commercial s success Professionals operate recording and sound equipment oversee lighting and set assembly direct the cast and edit the video o Their expertise in moonlighting dissolves fades slow change into a black screen cuts moving in and out are quite useful Many commercials use stock footage purchased from a supply house for far less than actually shooting a video o You can getting anything from fireworks to dolphins in waves Postproduction After the footage has been shot the final stage is to edit it into a final cut that combines all of the components of the production Components of postproduction o Editing assembling all the elements that go into the commercial in position o Graphics art photography open title any other text placed o Music prerecorded to highlight the action o Voiceover must be perfectly inserted at the exact time the footage it describes comes onto the scene o Special effects zooming and fades added making the piece more artistic Client Approval scheduled for airing imperfections shown on television Radio After the editing process is done the advertiser and agency representative must approve the final cut so that it may be Some details may need tweaking and this is the time to catch such When these issues are resolved the commercial is ready to be With costs considerably less than most print advertising and television and the advent of satellite radio more and more retailers are using radio as part of their overall advertising commitments Radio advertising relies solely on the spoken word to catch the attention of the listener and motivate him or her to act on the message s offerings Creating the Radio Commercial Preliminary considerations part of preproduction planning o All preproduction from TV utilized again o Developing a budget for the project each element should be listed in an overall budget plan then reassessed if it exceeds the budget o Determining the strategy and focus of the radio campaign o Hiring an agency or freelancer to create and oversee the project and assembling the cast Numerous stages in the creative process that need attention to make the commercial one that maximizes its return on the investment Preproduction Analysis of the preproduction phases o Cost cost is extremely important to preplanning Costs include charges for the director script writing sound engineering recording studio use o Script development must be done and delivered in 60 sec or less o Casting diff from TV appearance not a factor about the quality of the voice or reading script in a motivational manner live commercials no retakes o Music and sound effects essential to enhance spoken word and set the mood of the piece must be carefully selected o Studio selection good sound engineer good equipment and music library sound proofing and sufficient space for people o Commercial length finished product that meets the time requirement of the station that airs the commercial typically 30 60sec o Frequency of airing client and ad agency decide this o Audience targeting requires care in determining which stations programming and time slots that will be best for hitting the retailers target market Production to produce recording Radio commercials are far less complex than television commercials o At the recording studio the sound engineer ensures perfect o The actor or actors read the script o The director stands by to make adjustments A satisfactory recording generally involves several takes Postproduction Less complicated than television because there are no visuals involved and sound Client Approval The recorded soundtrack is augmented with the appropriate music Synchronization between voice and music sound effects is critical The client and all of those responsible for the project must review it Errors are identified and corrected must be reviewed again after The commercial is duplicated and delivered to the stations once corrections are made everyone has approved it Ch 14 04 25 2014 In todays retail environment where competition is exceptionally high exceptional efforts are required on behalf of the merchant to insure