1. TVC
LE VU PHUC – NGUYEN PHUONG VY

3. • Television Commercial
• It is a form of advertising in which goods , services, organizations, ideas,
etc. are promoted via the medium of television
WHAT IS TVC

4. The key message of the TVC must be very:
• Simple
• Catch attention of Tas; you just have about 5 seconds to catch attention or they will
change the channel
• Brand Association: you are not doing it for fun, it have to deliver your brand message
and make Tas remember about you
• Unique: Tas see a hundred TVC a day, what make they remember you
• Single Minded: don’t confuse consumers
KEY PRINCIPLES

5. TVC PRODUCTION DEVELOPMENT MAPPING
CLIENT
ADVERTISING
AGENCY
PRODUCTION
HOUSE
MEDIA TELEVISION
PHASE 2
PHASE 1
PHASE 3

6. Pre production:
• Internal planning
• Brief for advertising agency: Important issues to consider:
+ Brand background, TAs understanding, competitor analysis
+ Brand communication + consumer insight + campaign big idea
• Pitching (idea & storyboard
• Pre production meeting (setting, location, talents, camera angles,
voice…)
Phase 1 – Pre Production

7. Phase 1 – Pre Production
CLIENT ACCOUNT
CREATIVE
DIRECTOR
ART COPYWRITE PRODUCTION TEAM

8. Phase 2 - Production Process Summary

9. Beta-cam tape
VHS tape
Phase 3 - Publishing
TV Station

10. 1. Write your shooting script. Consider your budget while writing, so that you can determine what
to add or take out of your shooting script.
1. Plan the budget for your TV commercial. This is the most important thing you can do before you
begin shooting your commercial. Decide whether you plan to shoot your commercial in a studio
or on location, and also consider the costs for hiring a director if you don't plan on shooting your
commercial yourself. Finish with the costs for editing your commercial or if you plan to use a
celebrity endorsement or not
1. Shoot your TV commercial as quickly as you can. Try to avoid doing a lot of retakes since this
makes the cost of your commercial go up.
1. Edit your commercial and add any voice-overs or graphics to finish it. Then after you have
finished your commercial, add up all of your invoices to see whether you've come in on budget
with your commercial or not.
KEY REMARKS IN TVC PRODUCTION