2. AGENDA
What is TVC
What is the interests of TVC
When we need TVC
The principles of TVC production
TVC production development mapping
Step 1: Advertiser brief advertising agency
Step 2: Develop innovative ideas
Step 3: Production process
Step 4: Censorship and publish
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3. 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.
• 3 minutes
• 60 seconds
Usual duration: • 45 seconds
• 30 seconds
• 15 seconds
Constructed by Tran Hien Tin • 10 seconds
4. What is the interests of TVC
Introduce a product
TVC
Make people switch product
Remind the existence of a product
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5. When we need a TVC
All categories always have TVC?
Only depend on the Marketing Strategic, especially
Communication Strategic of category, Marketing
Director has approved and allocated an ATL expenses
which included TVC production cost.
Usually, a new product, new variant or core campaign
with the specific benefits and characteristics are often
spaced an account of DME (direct marketing expense)
to produce a TVC
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6. The principles of TVC production
• Key message:
• Single minded: Should deliver only one message
• Brand association
– Can be associated with brand
– Can be correctly recalled
• Unique:
– Could not be copied
• Purchase intention:
– Possibility of purchase after seeing the Ad
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7. TVC production development
mapping
Client
Present innovative idea and Advertising brief (step 1)
storyline (step 2)
Advertising Agency
Production process (step 3)
Production house
Post production and publish tape to media
(step 4)
Media (television)
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8. Step 1: Advertiser brief advertising
agency
Consumer insight Position statement Competitive analysis
The advertiser
2. Re-brief 1. Creative brief
Advertising agency
Creative brief: according to brand positioning, advertiser brief to
Advertising agency about: marketing background, target audience,
consumer insight… Constructed by Tran Hien Tin
9. Step 2: Develop innovative ideas
Account Executive & Creative Director
Briefs the
Creative Team
Art Director
Copywriter
Artists
Account Executive & Creative Director
Approve a storyboard Idea presentation (storylines, storyboards)
The Client
Idea presentation often have many scenarios and to be
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chosen by result of FCG research.
10. Step 3: Production process
Stages of Production
1. Pre Production
2. Production
3. Post production
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11. Step 3: Production process
Pre Production
First Pre Pro
Advertising Agency
In the first pre production,
Brief storyboard
the advertising agency,
production house, animators Production House
if needed and the client will
discuss and decide what
have to be done to achieve Animator (if animation is involved)
the goal of the commercial.
Constructed by Tran Hien Tin Client
12. Step 3:Production process
Pre Production
First Pre Pro meeting
Shooting board Casting tape
Music demo Production
schedule
Production Quotation
Property & wardrop
recommendation
Photos/videos of recommended locations
This meeting: Agency, client (advertising) and production house would be
discuss about whole Hien Tin above.
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13. Step 3:Production process
Pre Production
Second Pre Pro meeting
Revised talent, music,
shooting board…upon
advertising agency
and especially
client ‘s suggestion
Talent confirmation & contracted
Music should be confirm if…
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14. Step 3:Production process
Pre Production
Final Pre Pro meeting
Production house presents
Advertising agency
Property, warpdrop… available
Client
Quotation approved
Product, package and 50% down payment
label must be available
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15. Step 3:Production process
Production - shooting
Producer
Director
Camera
Casting Lighting 1 Director Assistant
st
team team
2nd Director Assistant
Camera assistant
Talents
Shooting is often only on one day
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16. Step 3:Production process
Post-production
Online approval:
Client approved final presentation
Client approved
Editing: Offline Computer graphic
Final Mix: Voice
record, music
Editor using footage After offline
Client approved
and choose the approved,
best frames has audio graphic Focus
group
been shot to build effective (2D,
checking
up a draft without 3D..) will be After result of
voice, music and input to tape FCG is suitable
computer graphic :voice talent
record, music
playback will be
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17. Step 4: Final Step
Censorship and Publishing
- TV station
- Beta-cam tape
- Outdoor
- VHS tape
advertising
- SVHS tape
Master tape has been dubbed multi tapes and
released to media networks.
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19. Appendix
• Document reference:
– TVC production development constructed by
Mr. Doan Hoang Quant – CMM – Tan Hiep
Phat Co, Ltd
– Galih_Bulgamin ‘s TVC production
presentation on internet
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