The TV Commercial

It's always a tempting idea for many business owners to see their products advertised on TV. But it's a long way towards the TV screen. Producing the TV commercial alone is already a very tedious process. And costly, too. Scrimping does not always mean savings. Most of the time, the opposite is true. The tightfisted businessman may end up spending more for headache pills and repair bills, later.

Many business owners want to save and decide to undertake by themselves the production of their TV commercial. That may save them the cost of hiring a professional producer. But, as is often the case, things can easily go out of control for one who treads on unfamiliar grounds.

TV commercial production is not just about having the big idea or a product to advertise or some money to spend. There are a lot of possible slip-ups that only production professionals can anticipate. Every hour of delay, every repeat job is a waste of precious time and money. For instance, a meticulously timed product launch may have to be postponed, thus affecting sales projection, if the commercial is not finished on schedule.

On the other hand, it is definitely not advisable too for the business owner to leave production details entirely to his advertising company, if he has any, or to the production group. The TV commercial is about his product, the business owner must be involved alongside his hired production professionals. He has to be convinced of the director's vision of the commercial, the point of each scene, the casting, wardrobe, makeup, location, setting, props, lighting, music, sound effects, everything.

But, again, neither shall he feign expertise he does not have. He may be the most knowledgeable person regarding his product, but creating a good product image for the TV screen is a completely different matter. Film production is a highly specialized technology, especially TV commercials. The businessman's scrutiny shall only aim to ensure that his product is projected properly - and not simply to give the production people a hard time.

If the talent's looks, age or personality does not seem right to him, he shall ask for alternative casting. Good talents can make or break a commercial. Some of them have been overused by other advertisers and no longer have the pulling power. Also, some directors have the habit of shooting so many extra scenes, which could take another day or two. This is extra expense.

Some television commercials are produced quite cheaply. They look quite cheap, too. A good TV commercial costs a lot of money. Many people are involved in the process - the creative director, film director, producer, cameraman, lighting crew, makeup lady, models and many others. Equipment and most of the crew are paid by the day, even on standby. Even a weather problem will not stop the expenses.

In order to get the best deal, it is wise to canvass several production prices for comparison. But the lowest quote is not necessarily the best. Often, the competence of the film director is crucial. Not all directors have that extra edge. A good director can add greater dimensions to the concept of the commercial.

 Contracts are another crucial matter. All contracts: equipment, studio, staff, crew, models, location owners, everything that has to do with the production, are better put in writing. Especially models - most especially minors, who must have a signed permission from a legal guardian. There's also the question of who will have the copyright to the finished TV commercial. The businessman will presume it to be him, of course. But there shall be no presumptions; everything must be on paper.

Early on, it is a wise investment getting a qualified, professional producer. The guy can be an angel for the business owner. He usually knows which other production professionals are good with which type of products. He can also help point out to the businessman various key details that may otherwise slip his attention.

TV commercial production is such an important business matter to be placed in the hands of just anybody. Professional services are always a better guarantee for making the whole idea a reality - and with the highest output quality.

And yet, a good material is only one factor in effective TV advertising. The frequency of its broadcast is another very expensive factor.