RADIO, TV AND THE

SOCIAL MEDIA
ADV2 Lecture 4.23
 On writing
• Good writing is not a natural
gift. You have to learn to write
well. Here are 10 hints:
• Read the Roman-Raphaelson book
on writing. Read it three times.
• Write the way you talk. Naturally.
• Use short words, short sentences
and short paragraphs.
• Never use jargon words
like reconceptualize, demassification,
attitudinally, judgmentally. They are
hallmarks of a pretentious ass.

DAVID OGILVY
 On writing
From: The Unpublished David Ogilvy

• Never write more than two pages on

any subject.
• Check your quotations.
• Never send a letter or a memo on the
day you write it. Read it aloud the
next morning — and then edit it.
• If it is something important, get a
colleague to improve it.
• Before you send your letter or your
memo, make sure it is crystal clear
what you want the recipient to do.
• If you want ACTION, don’t write. Go
and tell the guy what you want.

DAVID OGILVY
• Copywriting in the Digital Age by
Mullen Lowe Philippines President and
CCO Leigh Reyes
• How to write compelling, genuine ad
copy by GOOGLE
Quiz
• Write a tagline for the following products.
• Challenge: It should be not more than 8 words.

1. Panda ballpen
2. Potchi Candy
3. Spartan slippers
4. Secosana bag
5. Likas Papaya Soap
6. Pasencia Cookies
7. Tentay Patis
8. Nitz Restaurant
9. Angel’s Pizza
10. Philippine Lambanog
Advertising Production Process
• Pre-Production
• Feasibility Meeting - logistics
• Pre-production Meeting
• Production – SHOOT
• Post-Production
• Offline and Online Editing
• VFX / Animation / Compositing
• Color
• Sound mix and master
The PRE-PROD
• Cameras
• Camera Equipment
• Lenses
• Crew of all departments
• Talents/Actors
• Storyboard
• Logistical Matters – location permits, transportation, food
etc.
• Agency Requirements
The Production – The Actual Shoot
• Agency
• Creatives – Creative Director, Copywriter, etc
• Screenwriters (for film)
• Producers
• Broadcast Producer for advertising, Executive Producer, Co-Producers,
Associate Producer
• Actors
• Production Manager
• Cinematographer, Gaffers, Grips
• Assistant Director
• Sound Department
• Art Department – Production Designer, Set Designer
• Stylists
• Hair and Make Up Artist
• Editors
• And other hard-working people
The Post-Production
• Editorial – Assemble Cut
• Offline Cut and Online Edit
• Applying VFX, compositing, graphics.
• Color – finishing touches
• Musical Score
• Sound mixing and mastering
Elements of a TV
Commercial
Elements of a TV Commercial
• Objective of the Advertising
• Encourage people to try your product
• Promote product awareness
• Message Delivery
• Use of endorsers, Jingle etc.
• Execution Format
• Humor, Heartwarming, Horror etc.
Types of Social Media
• Social Networking
• Video Sharing
• Live-Streaming
• Microblogging
• Blogging
• Social News
• Photo Sharing
Finals Project
• What: Advocacy Campaign
• Subject: Any issue from LGBT issues, bullying to mental health
awareness to encouraging students to visit the library or anything that
you believe is worthy of attention for college students like you.
• Your campaign should include the following (but not limited to)
• Rationale – Why is this issue relevant? Any specific incident related to this?
What would be the impact of raising awareness or educating the target
audience about this topic?
• Insight – to be used as a basis for the strategy
• Communications Objectives
• Advertising Strategy and Tactics (all to be produced)
• 6-second video material
• Poster
• Online Ad – Facebook Desktop News Feed 1200x628px
• Facebook front page with sample content
• Other media platforms or marketing activity – events, PR, promotion etc.
• Pitch – May 14.