Guide to Producing a Television Ad

How to create TV commercials that make an impact

By Lou Bortone, Creative Director, Granite Planet Productions

Don't get so caught up in the production process that you lose sight of your advertising objective – it's not creative unless it sells!

With your advertising message in mind, the three critical stages of video production are:

1. Pre-production – Planning, writing, scheduling, location scouting and all of the preparation and details before a frame of video is ever shot.
2. Production – The actual video shooting of the ad. Depending on your needs and budget, this could be anything from a one-camcorder shoot to a multi-camera Hollywood extravaganza. For this reason, it's hard to generalize about how much a TV spot will cost.
3. Post-production – While on the shoot, you may hear the common refrain, "We'll fix it in post." Post is where everything comes together to produce the ad – editing, graphics, music, titles, voice over, special effects and, eventually, a "final cut."

Action Steps
The best contacts and resources to help you get it done

Set clear goals and a budget

Know and communicate your marketing objective. Determine your budget and develop a plan. What do you hope to achieve with your TV ad? Where, when and how frequently will it run?

I recommend: Ad placement can affect your overall production budget. Consider low-cost options, such as cable or the local affiliates of ABC, CBS, FOX, NBC, PBS. Or find your local cable provider in the CAB directory and contact the advertising sales division for rates.

Determine your target audience

Television is still a mass medium, but you'd better know your target before you shoot! Who are you trying to reach, and will your message resonate with your intended audience?

I recommend: For a reasonable monthly fee, DemographicsNow.com offers access to comprehensive market data to help you understand your customers.

Write your script

Craft your message and determine your content. Be sure to refine your script and storyboard — a visual representation of each shot in your ad — until you're convinced the commercial is ready to shoot. If you're not a scriptwriter, consider hiring an ad agency or a freelance writer to craft your ad.

I recommend: NationalTVSpots.com offers scripting services as part of its TV ad production packages. Find screen and scriptwriters at Guru.com.

Plan the shoot

You'll need to decide on the 'creative' for your TV ad. Considerations include tone, pacing, mood, style, music, etc. Should it be humorous? Dramatic? Animated? The clearer your vision before the shoot, the better television you'll produce.

I recommend: Cheap-TV-Spots.com, which specializes in producing low-cost spots for entrepreneurs and small businesses, will help you focus your TV ad on what makes your business unique. Spring for a full-service production firm, such as BluelinerMarketing.com, if you want professionals handling all the planning as well as the execution of your commercial.

Consider ready-made video

Cut production costs dramatically by using existing advertising video footage and simply adding your audio message to it.

I recommend: For about $500, SpotRunner.com lets you choose from an extensive library of high-quality ads that you can customize with your own message.

Use cable production services

Many cable companies and network affiliates offer production services to small businesses. If you're going to place your ads with them, you may be able to negotiate deep discounts on production costs.

I recommend: Contact a local cable company, such as Time Warner Cable, to inquire about their production services.

DIY

Cut costs and maintain total control by shooting your ad yourself.

I recommend: Software called "Visual Communicator" from Serious Magic allows you to create pro videos with just a Webcam and some pre-packaged graphics and effects.

Fix it in post

Post-production is 'where the magic happens.' Edit the footage from your shoot, adding music, graphics, effects and finishing touches. If you hire a production company, they should handle this for you.

I recommend: If you're taking the DIY approach, use a simple program, such as Apple's iMovie.

Helpful advice for making the most of this Guide

• •  Focus on a single item in your ad – a product, a service or an event. Or highlight what makes your company unique – fast turnaround, high quality, free delivery or friendly service.
• •  If you do decide to go it alone, creativity is still key. A good idea with lower production values is still better than a slick ad that doesn't drive home your message.
• •  Some local TV stations will provide commercial production services for an additional fee when you buy an ad schedule.
• •  Think about other 'venues' for your finished TV ad, such as streaming video on your website.