Transcript Staging

STORYBOARD
Advertising storyboard
 An advertising storyboard is a technique used
by advertising agencies to plan and present
concepts for television commercials.
 A series of illustrations provides a
representation of the finished commercial in
its proposed sequence. The storyboard
technique had its origins in the film animation
industry and is a convenient method of
showing a moving sequence without the
expense of filming.
 . A copywriter and art director work together to
develop ideas to meet the objectives of the
commercial. When they have agreed on an
approach, they use a storyboard to work out
their ideas in detail.
 The storyboard illustrates the different
elements to be used in the finished
commercial, including video, still images and
animation, together with details of the audio,
including script, sound effects and music.
 The creative team submits its storyboard for
internal review and subsequent presentation
to the client.
 Television commercials are available in slots of
five, 10, 15, 30 or 60 seconds, with 15- and 30second commercials the most popular.
 The team calculates how many scenes it will
need to tell the story within the available time,
together with the approximate length of each
scene.
 The production version of the storyboard
provides a visual brief to the director who will
shoot the commercial.
 The director uses the storyboard to identify the
number of actors needed, together with the type
of location and props required. Attention to
detail in the storyboard helps prevent delays or
hidden costs at the production stage
Why Learn How to Storyboard?

- In control of creative content
- Visualizing (and improving) the idea or script
- Lots of responsibility, but lots of freedom
> A good story artist is always in demand
The Function of Storyboards
 Staging: The positioning of characters in each
scene for maximum emotional content and clear
readability of actions.
Storytelling: Each panel's sketch clearly
communicates to an audience the important
ideas expressed through the action of each
scene. This is all compromised of different types
of shots, framing / editing principles, and scene
transitions, and how they are used by filmmakers
to help tell a story.
Pitching
 An advertising pitch describes the proposals of an advertising
agency to promote a product or service. The pitch states the
objectives for the campaign and describes how the campaign will
deliver its intended results
 . Companies request advertising pitches so that they can select
the most suitable proposal from a number of advertising
agencies.

A successful pitch should demonstrate that an agency can use
the marketing budget effectively to create greater value for a
brand.
 .
 Step 1
 Arrange a meeting to make your pitch. Bring
any other members of your team to the
meeting so that the client company knows
who will be working on its account if your
pitch is successful
 Step 2
 . Describe your credentials and state why
your firm can meet the campaign
requirements.
 Step 3
 Profile the target market for the advertising
campaign and present any market research
that you have carried out. Describe the target
audience and detail their product
preferences. Show how your messages
differentiate the client's product from those
of competitors
 Step 4
 Present the creative proposals for the
campaign Make a storyboard. Present any
available results you have obtained from
concept research.
 Step 5
 Provide the client with a proposed budget for
the campaign, including creative, media and
production costs. Where possible, compare
the campaign costs with the forecast results
to demonstrate value for money and return
on investment.
 Step 6
 Summarize the key points of your pitch and
state why you believe your pitch will help the
client's team meet its marketing objectives.
Invite questions from the client team.