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Indian Advertising
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Transcript of Indian Advertising
CLIENT/AGENCY PERSPECTIVE
Idea – Script/s – Testing the script/s (Animatics, Storyboards, Narrimatics) – Research results would help client choose between scripts – gut v/s research
Script/Animatics sent – treatment discussed with director – cost worked out by producer – cost sent – bargaining – producer finalized on basis of showreel, cost and treatment. cost approved – estimate raised – work begins…
PRODUCTION HOUSE PERSPECTIVE
Script comes in…
Director decides to do/not do the film – talk of trigger, excitement, novelty value, prestige et al.
Costing happens
Approval
Scheduling
Remember Sundays, Anniversaries, Daughter’s birthday, Holidays, Doctor’s appointment, buffers, etc. :-)
Crew Selection
Key personnel like D.O.P, Art Director, Costume Stylist, Storyboard Artist, Music Director, Editor, Sound Engineer.
PPM
Tripartite meeting between the Client, Agency and Production House.
Longer PPM vs. Longer Presentation.
Preparing for shoot
Final BriefsChange in BriefsHires and PurchasesTech RecceeLook Test WorkshopsConstructionPermissionsBookings
Key decisions
- Where to shoot?- Where to cast?- Decision on key players- Designing the car- Designing the product window- Art Direction of the place- Designing the look of the characters
1. IDEA – engaging/entertaining/informative
Are viewers enjoying the commercial?
Is it giving viewers information which might be useful?
2. MEMORABILITY
Is the net outtake the desired one?
Is the brand name becoming TOM (top of mind)?
Will it help in selling the product? Build an image?