TVC PRODUCTION PROCESS

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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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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:

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• 3 minutes • 60 seconds • 45 seconds • 30 seconds • 15 seconds • 10 seconds

What is the interests of TVC
Introduce a product

TVC

Make people switch product

Remind the existence of a product

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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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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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TVC production development mapping
Client
Present innovative idea and storyline (step 2) Advertising brief (step 1)

Advertising Agency
Production process (step 3)

Production house
Post production and publish tape to media (step 4)

Media (television)
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Step 1: Advertiser brief advertising agency
Consumer insight Position statement The advertiser
2. Re-brief 1. Creative brief

Competitive analysis

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

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 Constructed by Tran Hien Tin chosen by result of FCG research.

Step 3: Production process
Stages of Production

1. Pre Production

2. Production

3. Post production
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Step 3: Production process
Pre Production

First Pre Pro Advertising Agency
In the first pre production, the advertising agency, production house, animators if needed and the client will discuss and decide what have to be done to achieve the goal of the commercial.
Brief storyboard

Production House Animator (if animation is involved)

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Client

Step 3:Production process
Pre Production
First Pre Pro meeting Shooting board Music demo Production Quotation Property & wardrop recommendation Casting tape Production schedule

Photos/videos of recommended locations
This meeting: Agency, client (advertising) and production house would be Constructed by Tran things discuss about whole Hien Tin above.

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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Step 3:Production process
Pre Production
Final Pre Pro meeting
Production house presents

Property, warpdrop… available

Advertising agency Client
Quotation approved

Product, package and label must be available
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50% down payment

Step 3:Production process
Production - shooting
Producer Director Casting team Lighting team 1 Director Assistant
st

Camera

2nd Director Assistant

Camera assistant

Talents

Shooting is often only on one day
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Step 3:Production process
Post-production
Client approved

Online approval: final presentation
Client approved

Editing: Offline

Computer graphic

Final Mix: Voice record, music Editor using footage and choose the best frames has been shot to build up a draft without voice, music and computer graphic After offline approved, audio graphic effective (2D, 3D..) will be input to tape
Client approved

Focus group checking

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After result of FCG is suitable :voice talent record, music playback will be input to tape

Step 4: Final Step
Censorship and Publishing

- Beta-cam tape - VHS tape - SVHS tape

- TV station - Outdoor advertising

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