Marketing Group
- Making advertisements.
Identify your Product-
For example – Task: The Yearbook group wants to pay you to come up with a
marketing and ad campaign to recruit people for the yearbook staff next year.
How to achieve that task-
You have to identify what are the key aspects of the Yearbook group that need to be
emphasized that will help recruit kids- for example:
i. Super fun to go take photos etc.
ii. Great group of people to hang out with all year long
iii. Get to learn photoshop
iv. Looks good on your College application... etc.
2. Then as a group, you decide out of the four things that you
have listed, what you want to emphasize the most in your
advertisement.
3. Then you need to write the “copy” –( the script for the ad)
4. At the same time, it is good to storyboard the ad. A
storyboard is essentially the same concept as a comic book.
5. Excellent website that explains a storyboard very clearly:
i. http://skyview.vansd.org/bquestad/cwstoryboard.
html
ii. Print out this sheet for the kids to use!
http://skyview.vansd.org/bquestad/cwstorybworksheet.html
6. You then need to time your ad, so that you aren’t going over
30 seconds. ( the price of the ad- can differ 30 seconds=
$50,000. Per se and a minute could be $100,000.)
--Here are some ads from Wieden & Kennedy. They are an
international Ad Agency with headquarters all over the world.
This first spot highlights the power of one basketball player in China-
after you watch the spot, try and think about how they were trying to
reach their audience, what were the goals. Since this ad is done in a
“graphic” comic book style, it is really almost an animated storyboard.
So it gives an example of a very evolved storyboard.
These are notes from WK:
Liu Xiang is one of China’s most famous sports icons. Everyone here
knows that he’s a great hurdler, but we wanted to show his fans a
different side, that he's more than just a "flying man." So we took his
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passion for comic books and ran with it. In collaboration with artist and
animator Anthony Francisco Schepperd, we created an interactive
graphic novel. By clicking on different ...
http://www.wk.com/campaign/more_than_a_flying_man
This is another example of a Live action ( not animated) commercial:
In this spot, the marketing people crafted spots around inspirational
stories of people who possess a capacity for hardwork. In “Good
Things: hip hop legend Dr. Dre drives through LA...
http://www.wk.com/campaign/good_things
And last but not least- This ad is selling milk... but in a very funny way:
http://www.wk.com/campaign/cravendale_cats_with_thumbs
2. Once the marketing team has done the above steps. They are ready
to go to their TV Team Executive Producer and ask if there is a
team available to shoot their “spot” . Which is another work for
Advertisement.
3. They then have a meeting where the marketing team presents
their scripts and storyboards to the Production team.
.(director/presentor/camerman/editor)
4. Then the production team has to figure out how they will shoot the
spot. *
So this can get quite involved, so my recommendation is to keep it simple.
Usually the writer of the marketing team stays with the Media team to make
sure the “marketing” teams ideas don’t get lost in the shooting and editing.
Responsibilities of Media Team:
- Take the script- if they need an actor or actors- I suggest using Presenters
because they are used to being on screen anyway.
- Set up a quiet spot where you will shoot the spot. – Refer to your story board
so you get the right camera angles etc.
- Once the ad has been shot, then download into one of the editing stations and
the editor, director and marketing person can edit the spot down. Add
inspirational music or any stills from the internet that might enhance the
spot.
-
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Potential Time allotment: -- Has to be fast!
Media team to come up with ad campaign/write/storyboard- 1 hour ///
Present to TV team: 15 minutes
TV team: ½ hour to shoot
1 hour to edit/lay down music- etc.
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