'The future of advertising' - Joe Cappo

i've just finished a booked titled 'The future of advertising' by Joe Cappo.

Overall, I found this book an enjoyable read (not to say I should never enjoy doing serious work) - it worked chronologically and had all the basic details about advertising tied in. I would say it is a recommended read for a newbie like myself.

The first couple of chapters were mainly about the history of advertising and how it has always been around and the earlier years of the industry. That gave me a crash course in the area of which before now I had no idea about.

The middle chapters were all about technology and its development - how the industry was going to keep up. It gave examples of how different companies (of different fields) have walked away from their re-invention made adaptable to new media successfully or just plunged straight to rock bottom.

The middle section also began to offer insights as to how advertising on television is no longer the main source, how prime time is no longer prime time and worst of all, how ad-zapping has been made available in the past decade and how this has affected the industry itself.

The end chapters were mainly about the future of advertising (as promised by the title) - the reinvention of new media and the way we communicate.

Overall, a good read and very useful in filling in gaps.

simulated client project - wrap!

ok, after a brief feedback session, it was agreed that minor changes should be made -
so here is the revised version.

20 Second advert...final

http://www.youtube.com/watch?v=OJugfg5tW4U

20 Second advert...final

the Hive - 'Enterprise Extravaganza'

I had a very productive day in the talk series the Hive at Nottingham Trent University held.

Mike Southon, the die-hard Beatle fan (more commonly know as the Beermat enterpreneur), gave an inspiring speech in entrepreneurship. He changed my views on how to run a business yourself, like totally.

Alongside many other simple bits of truth such as be local and be reliable, he stressed that if you are good at a few things, pick one and stick with it - there is never any point in trying to do everything yourself.

The other group we had was BassToneSlap - very loud performance indeed. Definitely demonstrated how thinking outside of the box is often just what we need.

Research - phrase II

After much considerations here are the outlines of what I will be discussing in my paper

1/ establishing different ways of marketing within the audiovisual industry and how they work.

2/ the current issues and era we're in - e.g. advance of technology development, such as mobile tv, iphones and TiVo(sky+ boxes) etc...hence

3/ how and why they are developing and what effects they have on the industry looking esp into product placement (new ways developed?)

4/ moral grounds of advertising - upfront vs subversive vs sumbliminal - ethical?

5/ where will advertising go in the future within the industry - will product placement grown or die out? How and why.

the research is still on-going and still I'm reading more papers.

The latest additions are
'An Explorative Study of Testing the Effectiveness of Product Placement Compared to 30-Second Commercials' by Kristin Blonde and Irene Roozen, Vlekho-Business School Belgium

'Moviegoers' Response to Product Placement: A Mise-En-Scene Analysis' by Marco Nappolini and Chris Hackley, Royal Holloway University of London.

'Product Placement - A consultation on issues related to product placement' - Published by Ofcom

Too much reading is still never enough!

the aftermath - 20sec ad campaign

The shoot was sucessful and went really well - It look less time than expected (which was good) and everything went very smoothly, mainly due to a considerable amount of work being put into pre-production planning.

Every shot was thought out and planned out prior to the shoot which therefore now means that apart from ading visual effects and tidying up footage (which just takes time) there aren't many uncertainties in regards to the work.

20 second ad shoot

whens you dolmio day? today is the day!

after weeks (I say weeks, it's been just over a month) of planning and pre-production, I will now put all my hard work into action.

Checklisting items, I have all the props and paperwork (mug-shot height chart, laptops, spare cds, risk assessment, talent and location release, story board and a shooting log).

I will be having Jack Boyles and Danny Peachy on board to help with my filming.

Production stills will follow.

pirates in piracy ad

I was helping out with Jason Bickers' shoot yesterday, we had a good laugh but it certainly reminded me of why pre-production is so important.

the first scene was of the character walking down a hallway - being a halway, it wasn't very well lit. It was obvious that little considerations went into lighting design as I was running around trying to see where the lights could go would fit in with the scene.

I ended up having to put a light on the mid-levels of the stiars.

All in all it worked out really well and was very enjoyable. We all had a good laugh, what with all the pirate costumes and that.

Client Project - Simulated

Digital Piracy - what makes us think it's right?

it is weird to see how the world had adopted the idea of digital piracy so well -

Piracy first took off in the early 70s when cassettes became popular and people would copy tapes for their friends (Jewkes, 2006). Over the years, as internet development advanced, piracy had been spreading like wildfire and eventually spiralled out of control. Isn’t there something we can do to stop this once and for all?

In this project I will be producing a 20 second advert for broadcast on television - it will provide information on why it is illegal to share and distribute digital material without consent from the copyright owner.

Below is the storyboard - how i intend to spread the 20 seconds.

Im now in the process of casting - location is not such a big worry to me as I require different bedrooms and already have a vague idea which bedrooms I will be using - just to type up the risk assessments now