You will need to show your television advert to at least one other student and get feedback to help with your evaluation.
Your evaluation must answer the following questions and be based on both feedback from others and your own analysis :
Fitness of purpose....does your advertisement clearly communicate a message about a specific product ?
Was the main idea for the advertisement creative and original ?
Is the advertisement appropriate for and relevant to its target audience ?
Did the final advertisement match your original intentions and planning documents? If not, what changed ?
Were the technical and creative conventions you used ( use of camera, editing,lighting, sound, music etc.) effective and successful ?
Were your persuasive techniques (USP, lifestyle appeal, emotional responses of audience,hidden messages etc.) and use of product's characteristics ( benefits of product, advantages over other products etc. ) effective and successful ?
Monday, 23 January 2017
Wednesday, 7 December 2016
TV AD GROUP PREPRODUCTION TASKS
Your group must now complete the following preproduction tasks before you create the final selected advert. You can all work on them together or divide up the workload.
TREATMENT
Now you have researched ideas and selected an advert , you need to create a treatment for your planned advert for the producer of the brief ( David) to approve . You can create a long blog report or a Powerpoint presentation and it must include the following information :
Client ( chosen brand )
Deadline ( use David's final deadline date of 27/1/16 )
Technical resources needed ( camera, props, costume, video editing software etc.)
Cast and crew needed ( actors, directors,editors etc.)
Technical limits on advert ( e.g your advert must be between 30 seconds and 2 minutes in length, any limitations on technical quality due to quality of cameras, inexperience of filming and editing etc. )
Who are the regulatory bodies responsible for legal and ethical monitoring of content of a television advert ? ( e.g ASA)
Any potential legal and ethical issues in advert ? ( representation of gender/age/race etc, copyright e.g copying other works)
Summary of content of advert ( the basic narrative )
Specific target audience of advert ( age/gender : your advert should be aimed at young people)
How the advert targets its audience ( characters, settings , use of music etc.)
Message of advert ( which selling techniques is it using and how )
STORYBOARD
Create a handdrawn or digital storyboard that explains a minimum of 12 key shots from your advert, including camera shots, angles, movement and relevant use of sound, including scripted dialogue.
LOCATION PRODUCTION SCHEDULE
Create a filming production schedule ( in grid form) for the filming of your advert that details the specific locations, risk assessments ( possible safety/technical problems for each location ) and planned filming dates for each part of your advert. You should also state whether permission is needed to film in each location and if so, who you need to ask.
You should aim to finish filming by Thursday 19th January.
TREATMENT
Now you have researched ideas and selected an advert , you need to create a treatment for your planned advert for the producer of the brief ( David) to approve . You can create a long blog report or a Powerpoint presentation and it must include the following information :
Client ( chosen brand )
Deadline ( use David's final deadline date of 27/1/16 )
Technical resources needed ( camera, props, costume, video editing software etc.)
Cast and crew needed ( actors, directors,editors etc.)
Technical limits on advert ( e.g your advert must be between 30 seconds and 2 minutes in length, any limitations on technical quality due to quality of cameras, inexperience of filming and editing etc. )
Who are the regulatory bodies responsible for legal and ethical monitoring of content of a television advert ? ( e.g ASA)
Any potential legal and ethical issues in advert ? ( representation of gender/age/race etc, copyright e.g copying other works)
Summary of content of advert ( the basic narrative )
Specific target audience of advert ( age/gender : your advert should be aimed at young people)
How the advert targets its audience ( characters, settings , use of music etc.)
Message of advert ( which selling techniques is it using and how )
STORYBOARD
Create a handdrawn or digital storyboard that explains a minimum of 12 key shots from your advert, including camera shots, angles, movement and relevant use of sound, including scripted dialogue.
LOCATION PRODUCTION SCHEDULE
Create a filming production schedule ( in grid form) for the filming of your advert that details the specific locations, risk assessments ( possible safety/technical problems for each location ) and planned filming dates for each part of your advert. You should also state whether permission is needed to film in each location and if so, who you need to ask.
You should aim to finish filming by Thursday 19th January.
Monday, 28 November 2016
RESEARCH FOLDER 5 : Evaluation and handing in
EVALUATION OF RESEARCH
After your focus group has been completed and summarised on the blog, you need to evaluate your research and assess its quality and its effect on your production ideas.
Write a blog post which summarises and describes the types of research you completed , and then explain which research was most useful in terms of defining your audience , brand, product and content of advertisements. Also , which research was the least useful and why ?
HANDING IN RESEARCH FOLDER
You should now present all of your research in a folder folder, with your name clearly stated on a cover sheet , a contents page and a bibliography ( list of websites and online sources used in your research). This must include the following :
Cover sheet ( including your name and "research folder")
Contents page listing the research tasks
Annotated secondary market research ( facts and opinions about your brand direct from internet)
Primary research ( examples of questionnaires)
Blog summaries of primary research tasks ( questionnaires and vox pop audio interviews)
Audience Profile
Blog report of focus group and production research
Evaluation of research
Bibliography ( list websites used in research)
Please copy tasks into Word and use separate pages for the different research tasks
After your focus group has been completed and summarised on the blog, you need to evaluate your research and assess its quality and its effect on your production ideas.
Write a blog post which summarises and describes the types of research you completed , and then explain which research was most useful in terms of defining your audience , brand, product and content of advertisements. Also , which research was the least useful and why ?
HANDING IN RESEARCH FOLDER
You should now present all of your research in a folder folder, with your name clearly stated on a cover sheet , a contents page and a bibliography ( list of websites and online sources used in your research). This must include the following :
Cover sheet ( including your name and "research folder")
Contents page listing the research tasks
Annotated secondary market research ( facts and opinions about your brand direct from internet)
Primary research ( examples of questionnaires)
Blog summaries of primary research tasks ( questionnaires and vox pop audio interviews)
Audience Profile
Blog report of focus group and production research
Evaluation of research
Bibliography ( list websites used in research)
Please copy tasks into Word and use separate pages for the different research tasks
Tuesday, 22 November 2016
RESEARCH FOLDER 4 : FOCUS GROUP
You now need to have a focus group meeting in your production groups (2-3) to discuss the content of all of your competing products and production ideas and decide which is the most creative idea and effective advert concept to take forward to the production stage.
This will be based on how well it fits the brand, audience response to the product, a clear target audience and an imaginative and suitable concept for the potential advert. This idea will then be taken forward by the group and produced.
For the focus group you will need :
Completed secondary market research, , primary audience research and audience profile.
Evidence of ideas for the potential adverts productions: form, style, content of ad and technical methods to be used.
Explain the points discussed and the reasons for your group's decision in a blog report.
This report must also include the following :
List and explanation of possible filming locations , props , equipment and personnel ( actors, directors etc. ) required for the effective completion of the advertisement. You will all be editors so make sure you list this role for everyone. Explain how you will be booking filming equipment and what is available to you ( check with Graham if you are unsure ).
List and explanation of possible filming locations , props , equipment and personnel ( actors, directors etc. ) required for the effective completion of the advertisement. You will all be editors so make sure you list this role for everyone. Explain how you will be booking filming equipment and what is available to you ( check with Graham if you are unsure ).
A list of interim deadlines planning when you will complete the various stages of production.
(Your final deadline for the assignment is January 27 2017 and you must complete storyboarding and scriptwriting , draft shoots , filming and editing of your television advertisement and a detailed evaluation of the final product , as well as leaving time for reshoots and delays in filming. )
Explain the possible placement of chosen advert ( time , day , television channel ) and its likely industry production budget .
Use THIS LINK to decide on a channel and state how much a "spot" ( screening) for your advert might cost to run.
Wednesday, 16 November 2016
RESEARCH FOLDER 3 : Create an audience profile
Using the information gained from your various research methods, research , create a detailed profile of a typical member of your ideal target audience for BOTH of your products.
This should include the following information :
Age, gender, ethnicity, sexuality ( if relevant )
Use and purchase of media and other relevant products
How they spend their spare time
Psychographic and socioeconomic profile ( use BOTH sections on the first page of this link )
LINK
You should try to create the idea of a specific person who is a typical member of each of your product's ideal audience.
This should include the following information :
Age, gender, ethnicity, sexuality ( if relevant )
Use and purchase of media and other relevant products
How they spend their spare time
Psychographic and socioeconomic profile ( use BOTH sections on the first page of this link )
LINK
You should try to create the idea of a specific person who is a typical member of each of your product's ideal audience.
Wednesday, 2 November 2016
RESEARCH FOLDER 2 : Primary research into your product ideas
You now need to complete some primary research ( research materials you create yourself) to find out what your audience feels about and responds to both of your product ideas .You can also you use this task to ask your audience for ideas about the possible content of your advert. You will be using both closed questions ( which ask for simple factual responses ) and open questions ( which ask for more detailed personal responses).
1 Design a questionnaire to give out to members of your target audience ( 5 minimum). This should be a mixture of open and closed questions to find out basic information about them , what they feel and know about the lifestyle your products appeal to, similar products, their spending patterns , and their initial responses to your product ideas and any advert ideas.
You should also attach a summary of your product ideas.
When these questionnaires are completed, save in your research folder.
Write a short blog post summarising the key responses people made to your questions and any unusual or significant patterns of responses e.g most people agreed with a specific question etc
2 Record audio responses ( 2 minimum) to a couple of your open questions about your products/adverts on your smartphone. These should be longer more detailed answers and should give you more information about how your audience responds to your ideas.
Write a short blog post summarising the audio responses and how they may have helped you with helping to select a chosen product and planning an advert e.g their answers have helped you plan the content of the advert , the questionnaire indicated the price of the product should be cheap etc.
You will be evaluating and summarising your research when your research folder is completed.
1 Design a questionnaire to give out to members of your target audience ( 5 minimum). This should be a mixture of open and closed questions to find out basic information about them , what they feel and know about the lifestyle your products appeal to, similar products, their spending patterns , and their initial responses to your product ideas and any advert ideas.
You should also attach a summary of your product ideas.
When these questionnaires are completed, save in your research folder.
Write a short blog post summarising the key responses people made to your questions and any unusual or significant patterns of responses e.g most people agreed with a specific question etc
2 Record audio responses ( 2 minimum) to a couple of your open questions about your products/adverts on your smartphone. These should be longer more detailed answers and should give you more information about how your audience responds to your ideas.
Write a short blog post summarising the audio responses and how they may have helped you with helping to select a chosen product and planning an advert e.g their answers have helped you plan the content of the advert , the questionnaire indicated the price of the product should be cheap etc.
You will be evaluating and summarising your research when your research folder is completed.
Thursday, 20 October 2016
RESEARCH FOLDER 1 : Secondary research into your brands
To help select and plan an effective television advert , you will be completing various types of research into the possible products, brands , audiences and content of your television advertisement and keeping it in a Research Folder.
The first section in your research folder is Secondary research (existing facts and opinions ) and for this assignment will be about your chosen brands for both product ideas.
You need to search through a range of reliable sources ( online newspapers, charity websites etc.) and select relevant factual information ( statistics , dates, technical specifications, sales figures ) and opinions ( online comments , newspaper articles, blogs etc.) about both your chosen brands ( or nearest rivals) that will add valuable content and meaning to the selection and planning of your advertisements.
(If your brands are original , you will need to research facts and opinions about a similar brand that you may be in competition with.)
You should find at least six different resources in total , and they should include both facts and opinions. You should not use wikipedia as it is not a reliable or accepted source of research.
Print out the resources, highlight/underline the key information or quotes and keep them in your research folder.
The first section in your research folder is Secondary research (existing facts and opinions ) and for this assignment will be about your chosen brands for both product ideas.
You need to search through a range of reliable sources ( online newspapers, charity websites etc.) and select relevant factual information ( statistics , dates, technical specifications, sales figures ) and opinions ( online comments , newspaper articles, blogs etc.) about both your chosen brands ( or nearest rivals) that will add valuable content and meaning to the selection and planning of your advertisements.
(If your brands are original , you will need to research facts and opinions about a similar brand that you may be in competition with.)
You should find at least six different resources in total , and they should include both facts and opinions. You should not use wikipedia as it is not a reliable or accepted source of research.
Print out the resources, highlight/underline the key information or quotes and keep them in your research folder.
Subscribe to:
Posts (Atom)