HOÀNG LÂN

PHƯỢNG TƯỜNG

WHAT IS TVC?

A television commercial is a form of advertising in which goods, services, organizations, ideas, etc. are promoted via the medium of television

Usual Duration 3 minutes

45 seconds 30 seconds

15 seconds

60 seconds

Introduce a product

Make people switch product

Remind the existence of a product

The interests of TVC

THE principles of TVC

Key message

Single minded

Brand association

Unique

Purchase intention

TVC production development mapping

Step 1 Client brief

Advertising agency

Advertising agency

• Marketing background, target

audience, consumer insight...

Competitive Analysis

Position Statement

Consumer Insight CLIENT

• Brand positioning 1. Creative Brief

2. re-Brief

Step 2 Develop

Innovative ideas

Art Director

Artists

Copywriter

Creative team

Account executive & Creative Director The Client

Client Brief

BRIEfs the Idea presentation

(Storyboards Storylines)

Approve a storyboard

Production process Stages of production Step 3

1.Pre production

2.Production

3.Post production

Production process Stages of production Step 3

First Pre Pro

Client

Animator

Production House

Advertising Agency

Production process Stages of production Step 3

First Pre Pro meeting

Production Quotation

Music demo

Casting tape Shooting board

Photos/Videos of recommended location

Property& war drop recommendation

Production schedule

Production process Stages of production Step 3

Second Pre Pro meeting

Talent confirmation& contracted

Revised talent, music, shooting board..upon

advertising agency and especially client’s suggestion

Music should be confirm

Production process Stages of production Step 3

Final Pre Pro meeting

Property, warpdrop…available

Advertising agency Production house presents

Product, package and label must be available

50% down payment

Client Quotation approved

Production process Production shooting Step 3

Producer Director

Director assistant 1 Casting team

Talents

Camera assistant

Camera

Directior assistant 2

Lighting team

Production process Post production Step 3

Computer graphic Editing Offline

Focus group checking

Final mix: Voice, record, music

Online approval: Final presentaion

Client approved

Client approved

- Beta-cam tape - VHS tape

- SVHS tape

-TV station - Outdoor advertising

Step 4 Final step

Censorship and Publishing

Master tape has been dubbed multi tapes and released to media networks