Download Audio Visual Production

TECH ED ACADEMY AWARDS
COMMERCIAL
INTAGRADED MARKETING LESSON
During this activity you will:
1. Discuss marketing concepts and audio visual
technology.
2. Work in groups.
3. Choose a product and do market research on it.
4. Learn about commercial television.
5. Learn about commercials.
6. Learn the 4 “P” of marketing
7. Attend the –
ACADEMY AWARDS PRESENTATION!
How do Television Stations make
$$$$$$$$$$$$$$$$$$$$$$$$$$?
Public
Stations KBYU - PBS
KUED – PBS
Money
$$$$$
Donations
Public and
Corporate
Cable
HBO
ESPN
CNN
MTV
Commercial
KSL – NBC
KUTV – CBS
KTVX – ABC
KJAZZ – UPN
FOX – ???
Subscribe Commercials
Paid by
Paid by the
User
Business
Audio Visual Terms
• All television scripts must have two parts:
– Sight
– Sound
• The technical terms for “Sight” & Sound are:
– Sight - Visual and/or Video
– Sound - Audio
• Logo(Trademark): a symbol used for the purpose of
identity.
• Persuasive Words are words that “feel good but
have little meaning” e.g.: Save, New, Love,
Guarantee
Marketing Terms
• Marketing is the process of developing,
promoting, and distributing products in order to
satisfy customers needs and wants.
• The Four “P” of Marketing
–
–
–
–
Product
Price
Promotion
Place
Product
• Any goods, services, or ideas that
we wish to sell.
– Defining Target Markets
– Market Research
– Product Design or Content
– Quantities
– Quality: Standard/Deluxe
– Guarantees or Warranties
Price
• Determining a dollar amount at
which we can sell the product.
– Production Costs
– Wholesale / Retail
– Profit Margin
– Compare to Competition
Promotion
• Making potential customers aware of a
product or service in a positive way so
they will want to buy it.
–
–
–
–
–
–
Packaging
Advertising
Logo, Brand Names, Slogan, Jingles, etc.
Personal Selling
Sales Promotion
Coupons, Discounts
Place
• Distribution is getting the right product
to the right place at the right time in the
right amount and in the right condition.
– (For example: You don’t want snow parkas
delivered to a service station in Las Vegas!)
– Distribution
– Storage & Warehousing
– Transporting
– Selling (7 Sells Step Process)
Audio Visual Careers
• TV Broadcasting
• Technical Support
– Camera Personnel
– Special Affects
Personnel
– Computer Operations
• Management
• Actors & Actresses
Marketing Careers
•
•
•
•
•
Advertising
Customer Service
E-Commerce
Entrepreneur
Fashion
Merchandising
• Financial Services
• Marketing Research
•
•
•
•
•
•
International Marketing
Professional Sales
Public Relations
Real Estate
Retail Management
Travel/Tourism
Marketing
• Etc.
Basic Parts of a Commercial
•
•
•
•
Music
Format
Poster type presentation
Script - Story Board
Music
• Which style is most
common in the movie
industry.
–
–
–
–
–
–
–
Country
Jazz
Rock
Orchestra/Band
Rap
R&B
Other
The Orchestra/Band
Formats
• Testimonial: Someone bears a testimony about a
product.
• Story line: A story is told to convince you to buy
the product.
• Demonstration: 2 Types
– Demonstration: a whole bunch of products
– Demonstration: how to use the product (Infomercial).
• Analogy: Creates a feeling and associates it with
the product so you will buy it.
Script - Storyboard
• Layout
– Introduction
– Body
– Conclusion
• Storyboard: illustrations and a script
Poster Type Presentation
• Businesses often use
a sign or a poster
type presentation
during their
commercial.
Assignment
1.
2.
3.
4.
5.
Homework: evaluate t.v. commercials
Fill out the “commercial worksheet”
Use a storyboard to design a commercial.
Film your commercial.
Prepare for the Academy Awards!
Commercial Worksheet
Market Research Survey
The Storyboard
The Storyboard
John walks in the
door.
John: I hate my
Hair
Jaw
FINAL CLASS PRESENTATION EVALUATION
Good Luck!