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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.