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45 Cards in this Set
- Front
- Back
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5 elements of a TV Spot |
-video -sound -words -music -voice |
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Delivery of a TV spot |
-Major Networks -Cable -Online -Streaming |
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What are the timing of Ad Spots? |
- 30 sec -15 sec -10 sec -sometimes 60 sec |
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Format: Video Column |
Left column Single Spaced |
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Format: Audio Column |
Right Column Double Spaced |
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Format: Video Instructions |
ALL CAPS |
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Format: Music/ SFX |
ALL CAPS AND UNDERLINED ______________________________ |
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Format: Talent Instructions |
( ALL CAPS AND IN PARENTHESES) |
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Format: Spoken Copy |
UPPER and lowercase |
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How long generally is one scene? |
4-5 seconds |
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How many frames is a 30 sec. spot? |
6-8 frames |
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How many frames is a 15 sec spot? |
3-4 frames? |
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How many frames is a 10 sec spot? |
2-3 frames |
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Long Shot (LS) or Wide Shot (WS) |
Full view of setting or talent |
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Medium Shot (MS) |
-Talent from waist-up -Midpoint of long shot |
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Closeup (CU) |
full screen image of a product or talents face |
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Pan |
move left or right without moving the base |
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Tilt |
up or down without moving the base |
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Dolly |
in or out while moving the entire base |
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Zoom |
adjus the focal length |
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Boom/ pedestal |
up or down of entire camera |
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Transitions: Dissolve |
Overlapping fade-out of one picture to another |
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Cut/take |
instantly change from the end of one frame to another |
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Fade-in |
increase intensity of picture from black to full-length |
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Wipe |
line or object moves across screen to reveal a new picture (horizontal,vertical, diagonal,circular, etc.) |
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Super impose |
show one object over another |
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split screen |
2+ scenes visible simultaneously |
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freeze frame |
hold a particular scene |
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graphics |
reinforce audio or show what is not said |
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animation |
ex: tony the tiger, cartoons |
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crawl/roll |
movement of words or text |
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Name the 6 common styles and approaches of tv and video spots |
-problem solving -demonstration -situation -spokesperson -product-as-the-star -direct-response |
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What is problem solving ? |
identify a problem, introduce product as a realistic solution, show benefits |
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what is demonstration? |
uses more video than audio, start to finish, shows closeups, simple |
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what is situation? |
develop believable situation, opening to set the stage, middle presents product, end to solve a problem |
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spokesperson |
endorsement (celeb), testimonial (customer), sponsor, appropriate for product |
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product as a star |
setting does not upstage the product, enhance appearance, shows happy, satisfied people |
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direct response |
used for ordering products immediately, targets impulse buyers |
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10-30-2 Rule for web visitors |
web strategy? do not remember |
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Social Media Tips |
- establish schedule -Don't be all sales, all the time -develop plan for negative posts |
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Federal Communications Commission (FCC) |
-regulates radio and TV broadcasting -sponsorship identification -station-conducted contests -political sponsorship identification |
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Federal Trade Commission (FTC) |
regulates advertising campaigns, protects public from unfair business practices, midleading ads |
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PRSA Code of Ethics and Values |
-advocacy -honesty -independence -loyalty -fairness |
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PRSA Code of Ethics: Provisions of Conduct |
-free flow of information -competition -disclosure of information -safeguarding confidences -conflicts of interest -enhancing the profession |
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Creative Writing Plan |
-problem/ opportunity statement -SWOT Analysis -Target Audience -Objective -Key Message -Approach/Strategy -call to action -evaluation |
