Tim and Deb are an experienced broadcast commercial creative team at the Fraser Advertising Agency. They are excited because today is the first day for their new summer interns, Michael and Greg. Both are students at excellent universities and both want careers in advertising. They are excited to be learning about the glamorous world of commercials.
Tim and Deb share the creative brief with the two interns and ask them what they would do. The brief deals with a brand of rechargeable batteries that holds a charge substantially longer than competing brands. The advertising should appeal to young consumers, ages 15–24, who would use the batteries in headphones, mp3 players, computer peripherals, and other technologies. The ads should be exciting and contemporary in tone and should convey both the environmental benefit of rechargeable technology and the USP of the brand's long charge life.
They then ask the interns how the team should proceed in developing a commercial.
1. The interns' first idea is that the battery commercial should show the batteries in action. The commercial format that shows the product in use is called a(n)
testimonial.
presenter.
demonstration.
slice of life.
animation.
2. Tim and Deb tell the interns that their initial idea is too "hard sell." They believe the commercial should be less fact-based and more focused on how the product benefits the consumer. In response, the interns propose a commercial in which members of a family are shown solving technology problems with the help of the batteries. This type of ad is a(n)
slice of life commercial.
demonstration commercial.
animation commercial.
testimonial commercial.
presenter commercial.
3. Tim and Deb like the interns' new idea. They ask the interns to develop a full-blown _________, explaining that this should be created on pages split into audio and video portions.
semi-comp
animatic
storyboard
script
comp
4. The interns' script goes through several iterations before Tim and Deb finally accept one as the final draft. Both interns are relieved that the process is over, but Deb mentions that the client will be visiting the following week and she would like to have something more concrete to show her. She suggests the interns sketch a ____________, which depicts key scenes in the commercial.
animatic
semi-comp
storyboard
mockup
blueprint
5. When the client arrives the following week, she is impressed with the creative concept for the ad. But since this is her first commercial production with the agency, she wants to develop what she calls "a video comp," or a rough tape of the planned commercial. Tim and Deb ask the interns to produce the tape, which is properly called a(n)
animatic.
amateur tape.
script.
storyboard.
demo reel.