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Commercials have one purpose- to sell the viewer the products and services a retailer has to offer. It sounds so simple- and it can be- when a creative, cost effective, approach is applied.
Local retailers would love to sell their entire inventory in 30 seconds, but how much does the television audience actually retain? The truth is that the very first and last information in a 30 second spot is the most they likely will remember with the first viewing.
The key to a well received ad is a professional presentation- colorful bright images, dynamic graphics, stereo sound, effective transitions and a creative message. However, being well received is not enough. The important objective is response, and the key to response is frequency.
Frequency is a term used by broadcasters to get you to buy more airtime; it also puts your message repeatedly in the minds of the same people so that they remember more than the first and last item of the spot. The goal of frequency (good or bad) is to make your name and the name of the product you sell household words. For example; if you?re familiar with television in Southwestern Ohio then you know of Buddy?s Carpet. This regional ad makes a simple impression on you- when you want carpet, the first place you think of is Buddy?s
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Understanding the product or service and the target audience is essential for an effective production. Consulting first with the client on location provides an orientation that helps formulate a script and focuses the objectives. Once a script is approved, the scope of the production can be tailored to the budget and location shooting can commence.
Our videographer Richard Penner has 20 years of commercial broadcast experience. His knowledge of what is required to make an effective presentation and the image quality of our Sony D30 digital camera on Betacam SP stock produce stunning images that command attention, presenting your company and product at their best.
Depending on the level of production, location shoots can take as little as 2 hours to complete. A hint: if you?re on a tight budget, plan for a voice over rather than on camera talent. Location shoots usually have many distractions that consume time. Our computer based Teleprompter helps amateur and professional talent alike and is cost effective if you desire on camera talent.
Richard or Norm Kern will edit your video in our real-time non-linear edit suite using our uncompressed Digisuite edit system to assure the highest quality Betacam SP master that Broadcasters require. Our editing capabilities include 3D digital effects, chroma-key, and a wide array of transitions, masks and the compositing of multi layers of video and audio. You or your agency can supply graphic artwork in a variety of formats or we can quickly create what you need in-house. The latter choice is the often the best, as last minute changes are easily made to fine tune the fit with other visual elements.
Kern Video Productions is not an Ad Agency. Marketing would best be discussed with a broadcast operative, yet our background in the broadcast industry will help make your next ad campaign a cut above the ordinary in this ever-expanding media.
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