January 28, 2007

Planning and Producing a Media Product: Part 2

Follow-up to Planning and Producing a Media Product: Part 1 from Kinoeye

How to write up and present your pre-production planning


It would be sensible to open up your ideas on planning this by recognising that you may be fighting a battle with the effects of previous advertising. This could be the case with many health campaigns including smoking and healthy eating style campaigns where the desires of the target audiences have been awakened. As a consequence they think often at an unconscious level that the product in question will somehow satisfy these desires. Below I have laid out the things you must include in your planning and how they must be presented.

Presentation of the planning section of your project file

  1. You should have evidence such as printed off web pages and / or magazine adverts leaflets etc of a minimum of two advertising campaigns. You must make sure that there is evidence of textual analysis written on these hard copies
  2. You  must explain  why you have chosen to develop an advertising campaign around a particular subject such as anti-smoking
  3. You must expain why you have initially decided to research a specific target audience. In the case of smoking it might be because the Government has identified in the past that few people take up smoking after the age of 18 therefore the best way to reduce the number of smokers is to try and reduce the number of young smokers
  4. You  must  do some primary research on your intended target audience. (Primary research is your own independent research. In reality an advertising company would probably contract this work out to a market rearch company)
  5. You must provide an analysis of the research data and explain how it will affect your advertising campaign
  6. You must then make some drawings and diagrams about how you want to take some photographs. You should mention things such as make-up, clothes and where the scene will take place anny lighting effects that you might want to use. You should also mention camera angles and how you want to compose and frame the shot.  This is all part of the mise en scene
  7. You must print off a page of 'thumbprints' of all the photographs for the project
  8. You  must also print off full sized examples of all the images that you are going to use in your project. On these you should make it clear that it is an original image taken before post-production in Photoshop. You must also mark on it the part of the advertising campaign you are going to use it.


These points must all be included. Overall they will gain you a potential 30 marks. 26 marks will get an A grade in this section which everybody can reach.

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