Download Commercial Art – TV Commercial Intro PART 1

Commercial Art – TV Commercial Intro
PART 1: TV TERMINOLOGY
FCC – Federal Communications Commission – issues all TV licenses, regulates communications by radio,
TV, wire, satellite, cable, cell phones, pagers, and aircraft operations
VHF – Very High Frequency. A single entity (network) may own as many TV stations as they want as long
as the station group collectively reaches no more than 39% of all US TV households
UHF – Ultra High Frequency
ABC – American Broadcasting Company
CBS – Columbia Broadcasting System
NBC – National Broadcasting Company
Network Advertising – The advertiser’s message is sent out from the originating network station to all of
the affiliates at the same time (think: National Advertising). Network Advertising is simple to buy – the
advertising agency’s media department buys from the network.
Spot Advertising – Advertising that is purchased on a market-by-market or station-by-station basis
Noncommercial Station – Public service stations that carry educational, informational, and entertainment
programs supported by public funds and government grants – NO COMMERCIALS
Cable Television – Was invented in the late 1950s as a way of overcoming poor reception in remote areas
PART 2: TV HISTORY
The first picture was televised between New York and Philadelphia in what year? 1923
When and where did the general public first see television? April 30, 1939 at the New York World’s Fair
When were the first licenses issued by the FCC for commercial television? February 1940
How many channels are operated on VHF? 12 channels (2-13)
How many channels are operated on UHF? 70 channels (may be 90 in some areas)
Briefly describe the system behind naming TV station call letters.
Geneva Convention on Communications - US stations begin with K or W. Stations east of the Mississippi
begin with W, west of the Mississippi begin with K.
How many major TV networks are there and what are they?
There are many networks out there, but the “Big 4” are:
ABC (American Broadcasting Company)
CBS (Columbia Broadcasting System)
NBC (National Broadcasting Company)
FOX
How many VHF stations can networks own? A single entity (network) may own as many TV stations as
they want as long as the station group collectively reaches no more than 39% of all US TV households
What is an affiliate? TV stations made up of local independent stations across the country
What are the two ways that affiliates make money?
1) Sell local ad spots
2) They receive a fee from the network for showing their programs
What is one advantage to network advertising?
Simple to buy – buyers only deal with the one network
Prestige – advertised products are viewed more favorably by consumers and retailers
Control – Networks make sure time spots are correct, competitive products are not shown in the same slot
What is one disadvantage to network advertising?
Advertisements may be shown in places where the product is unavailable
The local station may not be the most popular station in a particular network
Spots must be purchased way ahead of time
The spot that was purchased in advance (during a particular TV show) may no longer be showing it
What is one advantage to spot advertising?
Targeted advertising – show commercial where the products can be purchased
Flexible – alter the messages based on target markets
Doesn’t have to be purchases way ahead of time
Use local personalities for endorsements
What is one disadvantage to spot advertising?
Many stations are involved – may be difficult to schedule
Details may become lost – too many involved
Can’t be sure that spots were run when they were supposed to be run
The production quality of local station is generally less technically sophisticated
When was cable television invented, and why was it invented?
Was invented in the late 1950s as a way of overcoming poor reception in remote areas
The first regularly scheduled telecast was seen when? May 10, 1928
In what city and TV station was it broadcast? Schenectady, New York on WGY
What was it? Farm and weather reports
What was the first televised commercial? A 10 second commercial for the Bulovia Watch Company
When was it broadcast? July 1, 1941
In what city and TV station was it broadcast? New York City on NBC
How much did that TV spot cost? $9
What was the most-viewed one-time single event in television? The first moonwalk on July 20, 1969
How many viewers were estimated to have watched it? 530 million viewers worldwide
PART 3: COMMERCIAL TERMINOLOGY
Storyboards – A “blueprint” of instructions for production of the finished commercial
Close-Up – A very tight camera shot showing a the product in detail
Full Shot – A picture of the entire set or object
Long Shot – A picture of the entire set or product that gives the effect of distance
Dolly – The camera is constantly moving (physically) towards or away from the product
Panning – Swinging the camera from one side to another to give a panoramic view
Zooming – The camera is steadily moving in or out from the product
Superimpose – Imbedding one image over another (logo on top of a scene or product in the background)
Dissolve – Fading out one scene while fading in another
Cut – Quick changing of one scene to another
Wiping – An effect of erasing the picture from the scene
Voice-Over – Where the narrator’s voice is heard over the noise in the scene
Mortise – Imbedding or merging a product from the larger frame into a smaller frame
PART 4: COMMERCIAL Q&A
How are TV commercials produced? Storyboards – a layout produced by an agency
In 1981, how much did an average one-minute commercial cost to produce? 60,000-90,000
Today? Could be as much as 500,000
What are the key steps in the development of a good commercial?
1) Involve your viewers – discuss product benefits
2) Name the brand or product name quickly
3) Keep the message simple and direct
4) Tie in your commercial to the audience (think: Target Audience)
5) Remember that TV is visual
If you do not get viewers’ attention in 5-8 seconds, you have lost them.
A brand or product name should be shown or mentioned a minimum of 3 times in the commercial.
PART 5: TV ADVERTISING TERMINOLOGY
Reach – The number of people who see the advertisement
Frequency – The number of times an individual see’s the client’s advertisement
Prime Time
The most expensive time to purchase advertising –
EST - 7:00 pm until 11:00 pm
CST - 6:00 pm until 10:00 pm
Early Fringe Time
2nd most expensive time slots – 2 hours immediately preceding prime time (5:00 - 7:00 pm for us)
Late Fringe Time – The time following prime time, covering the late night news programs
Daytime – The airtime from sign on until early fringe
Piggy-backing – When an advertiser buys one 60-second spot and splits it into two 30-second spots to
advertise two different products
Makegood – When a network fails to deliver the promised audience, it gives the adviser additional time
spots to “make it up”
PART 6: TV ADVERTISING Q&A
What is an advantage of advertising on television?
Reach
It’s an authoritative form of media
It’s believable
Flexibility
Easy to change copy
Cost
Performance – combines sound, color, action, drama, comedy and impact
What is a disadvantage of advertising on television?
Production and time costs are high - smaller businesses may not be able to afford it
It’s not selective
No instant replay (unless consumers have capability) – message is gone until next showing
Amount of material shown to viewer is high
According to the code of the National Association of Broadcasters, the allowable time for paid
commercials in a 60-minute period during network prime time is 9-1/2 minutes.
Keeping the message simple and direct prevents confusing the viewer.
Tie your commercial to a targeted audience for the product by using concepts they understand.