Unit 30 LO2

BTEC Level 3 National Diploma in Creative Media Production (Television and Film) UNITS 30 (LO1 & 2), 2 (all LOs) and 3 (LO2 & 3) Assignment Title: Advertisement Production for Television 2

Date Set:

December 2014

Date Due:

February 2015

Assessor:

Deb Lemmer

Learner:

Rationale: Advertising is all around us and is integral to everyday life. It is one of the largest sectors of the media industry, with adverts being presented in a wide range of media, such as television, film, radio, magazines, posters, billboards, the press, and the internet. Of all of these, television advertising probably has the highest profile, some television advertisements being so effective and memorable that they become classics and part of the cultural background for a whole generation of viewers. Television is used to market almost every product one can imagine from everyday consumables like washing powder to extravagant sports cars, whilst some adverts promote a service such as insurance, banking or vehicle breakdown cover. This assignment (the 2nd of 3 to cover unit 30) starts by considering how advertisements are structured, how they try to work and how persuasive messages can be constructed. Understanding these things will create a firm basis on which to plan the production of advertisements for television. Through research and analysis, you will examine advertising production and explore the relationship between audience, medium and message. Advertisers invariably aim at a highly specified target audience which, it is hoped, will associate with a particular brand and so choose to buy it. An understanding of how those audiences are thought about and how they are found is therefore essential.

This assignment therefore offers an opportunity for you to engage in activities which are integral to other forms of media production and

hence gain skills and knowledge which are highly transferable to other units and so we are here giving you the opportunity to develop your Unit 2: Communication Skills for Creative Media Production and Unit 3: Research Techniques for the Creative Media Industries also.

Scenario: You are entering a student competition where several leading brands are looking for new advertising talent and potential TV commercials for their products. You will need to develop an understanding of the strategies and techniques of TV advertising, research a well known product/brand and its target audience and pitch a proposal for an advertisement for television for that product/brand.

Learning Outcomes Unit 30: Advertisement Production for Television On completion of this unit a learner should: 2 Be able to originate and develop an idea for a television advertisement (P2, M2, D2)

Learning Outcomes Unit 2: Communication Skills for Creative Media Production On completion of this unit a learner should: 1 Be able to extract information from written sources (P1, M1, D1) 2 Be able to create a report in a media production context (P2, M2, D2 & P3, M3, D3) 3 Be able to pitch a media production proposal using appropriate technology (P4, M4, D4 & P5, M5, D5)

Learning Outcomes Unit 3: Research Techniques for the Creative Media Industries On completion of this unit a learner should: 2 Be able to apply a range of research methods and techniques (P2, M2, D2)

Grading Criteria: Unit 30: Advertisement Production for Television Pass

Merit

Distinction

To achieve a pass your work must:

To achieve a merit your work must:

To achieve a distinction your work must:

P2

originate and develop an idea for a television advertisement working within appropriate conventions and with some assistance

M2

explain structures and techniques of television advertisements with reference to detailed illustrative examples and with generally correct use of subject terminology

D2

originate and develop an idea for a television advertisement showing creativity and flair and working independently to professional expectations

Grading Criteria: Unit 2: Communications Skills for Creative Media Production Pass

Merit

Distinction

To achieve a pass your work must:

To achieve a merit your work must:

To achieve a distinction your work must:

P1

use appropriate techniques to extract relevant information from written sources

M1

use appropriate techniques to extract information from written sources with some precision

D1

use appropriate techniques to extract comprehensive information from written sources

P2

present a media production report which conveys relevant information

M2

present a structured and detailed media production report which conveys information and explains conclusions with clarity

D2

present a well­structured and substantial media production report which conveys information with precise exemplification and justifies conclusions with supporting arguments

P3

review reports to make changes with occasional beneficial effects

M3

review reports to make changes with frequent beneficial effects

D3

review reports to make changes with consistently beneficial effects

P4

deploy and manage appropriate technology to pitch a media production proposal

M4

deploy and manage technology to pitch a media production proposal effectively and with some imagination

D4

deploy and manage technology to pitch a media production proposal with creativity and flair and to near­professional standards

P5

employ appropriate forms of address in a media production pitch to communicate ideas.

M5

employ forms of address in a media production pitch to communicate ideas effectively.

D5

employ forms of address in a media production pitch with flair to communicate ideas with impact.

Grading Criteria: Unit 3: Research Techniques for the Creative Media Industries Pass

Merit

Distinction

To achieve a pass your work must:

To achieve a merit your work must:

To achieve a distinction your work must:

P2

apply research methods and techniques with some assistance

M2

apply research methods and techniques competently with only occasional assistance

D2

apply research methods and techniques to near­professional standards working independently to professional expectations

What you need to complete this assignment You will be expected to present: ● A page on your eportfolio entitled ‘Advertisement Production for Television’ including all the required tasks as outlined by the assignment brief ● A page on your eportfolio entitled ‘Communication Skills’ including all the required tasks as outlined by the assignment brief

●

A presentation pitch outlining your proposal for your TV Commercial and illustrating how your brand, market, audience and production research support that proposal.

This needs to contain: ● Evidence of research on television advertising and your chosen product/brand in terms of history, market, audience, prior TV advertising ● Evidence of idea generation ● The presentation pitch outlining your proposal for your TV Commercial illustrating how your brand, market, audience and production research support that proposal ● A script to accompany that presentation. ● The video of you pitching your presentation.

Important information about the assignment ∙ You need to complete each of the P tasks in order to meet the requirements for a Pass grade. ∙ You need to meet all of the Pass and Merit grade criteria to be awarded a Merit grade. ∙ You need to meet all of the Pass, Merit and Distinction grade criteria to be awarded a Distinction grade. ∙ Each task is marked independently and you can ask the assessor to assess each task as you finish it. ∙ You should check carefully over each task and look at the assessment criteria before you submit your work for assessment. ∙ If the assessor decides you need to do more work on a task then they will explain what you need to do and set a new deadline for the task. ∙ Students who perform well are those who complete tasks throughout the assessment period of this assignment rather than trying to complete the whole assignment at the end in a hurry! ∙ Remember copying work from another student, a textbook, an internet site or any other source is plagiarism. You need to sign a statement when your assignment is completed to state that your assignment is all of your own work!

References Relevant books: Helsby Wendy ‘Teaching TV Advertising’ (Auteur, 2004) Pricken Mario ‘Creative Advertising: Ideas & Techniques from the World’s Best Campaigns’ (Thames & Hudson, 2004) Burtenshaw K & Mahon N ‘The Fundamentals of Creative Advertising’ (AVA Academia, 2006) Lucas G & Dorrian M ‘Guerilla Advertising: Unconventional Brand Communication’ (Laurence King Publishing Ltd, 2006) Relevant Websites: http://www.tallismedia.weebly.com/level-3-unit-30.html http://www.asa.org.uk/ http://www.adweek.com/ http://www.televisual.com/index.html

Unit 30: P1, M1, D1 P2, M2, D2 Unit 2: P1, M1, D1 Unit 3: P2, M2, D2

Unit 30: Learning Outcome 2: Be able to originate and develop an idea for a television advertisement

Unit 2: Learning Outcome 1: Be able to extract information from written sources

Unit 3: Learning Outcome 2: Be able to apply a range of research methods and techniques

Task: 1. ● ● ●

You will need to identify a product of your choice from a well­known brand and complete: Product Research (the brand/product history and its advertising history) Audience Research (target audiences) Market Research (the product’s market, its competitors (SWOT analysis), effectiveness of previous advertising, any legal, ethical or regulatory issues that have arisen) You must ensure you: ● Allow yourself the opportunity to look at changes in their advertising strategy or target audience over time ● Complete both primary and secondary, quantitative and qualitative research ● Record and collate the sources of your research in an online bibliography ● Keep your research notes, annotations, summaries appropriately linking them to your Research and Communication Skills pages on your eportfolio.

Unit 30: P1, M1. D1 P2, M2, D2

Unit 30: Learning Outcome 2: Be able to originate and develop an idea for a television advertisement

Task(s): 1. Using the knowledge gained from your product, market and audience based research engage in a range of idea generation exercises and record the ideas you generate on your eportfolio.

2. From this originate and develop at least 3 ideas for TV commercials to advertise your chosen product.

3. Choose 1 of these ideas and begin to develop a pitch presentation proposal for a television advertisement for your chosen product by completing the tasks below.

4. Using the knowledge gained from your product, market and audience based research and your proposed idea suggest the appropriate scheduling of your proposed advertisement to reach your target audience.

You will need to consider: ● What channels your proposed advertisement would/should air on? ● Which programmes/time slots it should be scheduled in and why? ● The profile of your target audience

Unit 30: P1, M1, D1 P2, M2, D2 Unit 2: P1, M1, D1 Unit 3: P2, M2, D2

Unit 30: Learning Outcome 2: Be able to originate and develop an idea for a television advertisement

Unit 2: Learning Outcome 1: Be able to extract information from written sources

Unit 3: Learning Outcome 2: Be able to apply a range of research methods and techniques

Task(s): 1. Complete the necessary Production Research for the production of your proposed advertisement considering: ● Content ● Resources (equipment sourcing and cost, cast, crew and locations) ● Constraints (technical, legal and ethical, permission, time & budget related).

2. Record and collate the sources of your research on your online bibliography.

3. Store your research notes, annotations, summaries appropriately linking them to the Research and Communication Skills pages on your eportfolio.

Unit 30: P1, M1, D1 P2, M2, D2 Unit 2:

Unit 30: Learning Outcome 2: Be able to originate and develop an idea for a television advertisement

Unit 2: Learning Outcome 2: Be able to create a report in a media production context

P2, M2, D2 P3, M3, D3 P4, M4, D4 P5, M5, D5 Unit 3: P3, M3, D3

Unit 2: Learning Outcome 3: Be able to pitch a media production proposal using appropriate technology

Task(s): 1. Draft a presentation using appropriate presentation software to outline your final proposal for a TV commercial to advertise your chosen product/brand to a specified target audience, illustrating how your brand, market, audience and production research support that proposal.

2. Upload your presentation to googledocs, proofread and improve that presentation using the digital tools available and then upload the link to your Communication Skills page on your eportfolio.

3. Pitch your final proposal for a TV commercial to advertise your chosen product/brand to a specified target audience, illustrating how your brand, market, audience and production research support that proposal. ● Ensure that your pitch links your proposed idea and its proposed scheduling to your product, market, audience and production research findings. ● We will video your presentation pitch as evidence for the exam board for Units 2 (Communication Skills) and 3 (Research).

4. Embed the video of your presentation pitch on your TV Advertisement page and link to your Communication and Research pages.

Unit 3: Learning Outcome 3: Be able to present results of research

Important information about the assignment

● ● ● ● ●

You will be marked on each task, But you need to evaluate and review the project at the end in order to determine P,M or D grades You need to complete each of the P tasks in order to meet the requirements for a Pass grade.

You should check carefully over each task and look at the assessment criteria before you submit your work for assessment.

If the assessor decides you need to do more work on a task then they will explain what you need to do and set a new deadline for the task.

Students who perform well are those who complete tasks throughout the assessment period of this assignment rather than trying to complete the whole assignment at the end in a hurry!

Remember copying work from another student, a textbook, an Internet site or any other source is plagiarism. You need to sign a statement when your assignment is completed to state that your assignment is all of your own work!