Production for Broadcast Advertising Guide

Creating a Concept and Storyboard

Creating a concept and storyboard for Broadcast Advertising can be complex and challenging. It requires careful consideration of the message, the audience, and the message format. It is also important to factor in resources such as budget, personnel talents, and timelines.

In this guide, we will look at creating a concept and storyboard for broadcast advertising.

Develop a Creative Brief

creative brief is a document that outlines the strategy, objectives, and target audience of an advertising campaign. It is essential for developing a concept and storyboard in producing broadcast advertising. Here are the key points to consider when developing a creative brief:

  1. Identify the target audience: Define your audience in terms of demographics, interests, and behaviors.
  2. Define the message: Identity what you want to communicate to your audience and the campaign’s main point.
  3. Establish the tone and feel: Determine the mood or tone of the ad and how it should make the audience feel.
  4. Specify the desired outcomes: Identify what you want to achieve with the campaign and how you will measure its success.
  5. Establish the budget and timeline: Determine the budget and timeline for the campaign, including key milestones and deadlines.

By creating a clear and concise creative brief, you can ensure that your production team is aligned with your goals and vision for the campaign.

Determine the Target Audience

Before creating a concept and storyboard for a broadcast advertising project, it is important to determine the target audience you are trying to reach. Here’s how to define your target audience:

  1. Research your product or service and identify the key benefits that it offers.
  2. Analyze your market and identify the customers most likely to need or want those benefits.
  3. Create customer personas that describe your ideal customers’ specific demographics, psychographics, and behaviors.
  4. Use those personas to guide your creative decisions and tailor your message to resonate with your target audience’s needs and values.

Pro Tip: Remember to keep your target audience at the forefront of your mind throughout the process and let their preferences and desires guide your creative choices.

Craft a Unique Selling Proposition (USP)

Crafting a Unique Selling Proposition (USP) is crucial in creating an effective advertisement that will stand out and resonate with your target audience. Your USP should be a clear and concise statement that communicates what makes your product or service unique and why consumers should choose it over similar offerings in the market.

To craft a USP:

  1. Identify your target audience and understand their needs and desires.
  2. Analyze your product or service and identify what differentiates it from the competition.
  3. Distill this information into a one-sentence statement easily communicated in your advertisement.

The USP should be reinforced through creative elements, including the concept and storyboard of the advertisement, to deliver a cohesive and impactful message that resonates with the target audience and differentiates the product or service from the competition.

Pro tip: Keep your USP simple and easy to understand to increase the chances of resonating with your target audience.

Create a Storyboard

storyboard is a visual representation of your advertising concept that outlines the key elements of your video or commercial in a sequence of drawings or images. Here are the steps to create a storyboard for your advertising production:

  1. Start by creating a brief or script that outlines your ad’s key message, premise, and tone.
  2. Break the script into individual shots or scenes, identifying the key visual and narrative elements.
  3. Sketch out each shot or scene in a series of drawings or images, using stick figures or more detailed illustrations to convey the action and composition of each frame.
  4. Add annotations or notes to your storyboard to highlight key details or instructions for the production team.
  5. Review and iterate on your storyboard as needed, refining the visuals and narrative to best convey your message.

Using a storyboard can help streamline your production process and ensure that everyone on your team is aligned on the vision and execution of your advertising concept.


Pre-production is an essential part of any broadcast advertising project. This is the stage of your project where you will define the goals and objectives of your project, create a detailed plan for the production and budget, and source the materials you need to make your project a success.

Let’s dive into the details of pre-production for broadcast advertising:

Hire a Production Team

When creating a broadcast advertising campaign, hiring a production team is essential. A production team can handle all aspects of the production process, from pre-production planning to creating the final product.

Here’s how hiring a production team can benefit your advertising campaign:

  1. Experience and Expertise – A production team has experience and expertise in production, saving businesses time and money while ensuring a professional outcome.
  2. High-quality production – A production team has the equipment and resources to produce high-quality advertising content that stands out from the competition.
  3. Cost-effective – Production teams work to meet your budget requirements and offer cost-effective solutions and streamlined production times.
  4. Time Management – A production team has the resources to handle pre-production, filming, editing, and final delivery. By hiring them, you can ensure the timely delivery of the final product.

Pro tip: Choose a production team with relevant experience in your industry or niche.

Choose the Right Location

Choosing the right location is crucial for producing high-quality and effective broadcast advertising. Here are some tips to help you choose the perfect location for your next production:

  1. Determine your budget and identify feasible locations based on your financial resources.
  2. Assess the logistics, such as access to power sources, transportation, and availability of permits and permissions.
  3. Consider the physical characteristics of the location, such as lighting, scenery, and acoustics.
  4. Evaluate the demographic and cultural relevance of the location to your target audience.

By carefully considering these factors, you can ensure that your broadcast advertising production succeeds and delivers your audience’s desired impact and message.

Cast Actors or Use Real People/Customers

When creating a broadcast advertisement, casting actors, or using real people/customers depends on your brand’s message and budget. Both casting actors and using real people have pros and cons, and weighing them against your brand’s needs is essential to determine the best approach.

Casting Actors: Using actors allows for complete control over the messaging and creative components of the commercial, as you can choose actors with the desired physical attributes and acting abilities. However, casting actors may be costly, leading to a less authentic message that customers may not relate to.

Using Real People/Customers: This approach lends to greater authenticity, as the audience will likely resonate with a more “realistic” depiction of individuals like them. It’s cost-effective and can add credibility to your brand. But using real people can lead to production issues, such as inexperience in front of the camera or difficulties following the script.

Remember that both approaches require thorough pre-production planning and management to avoid unexpected issues.

Secure Necessary Permits and Insurance

One of the key steps before starting the production of a broadcast advertisement is to secure the necessary permits and insurance to ensure a smooth and legally compliant production process.

  • Permits: Depending on the location of the shoot, different permits may be required, including location permits, film permits, and competition permits. It is crucial to obtain these permits beforehand to avoid legal issues and delays during the production process.
  • Insurance: Production insurance is also essential to cover any accidents or damages during production. This includes general liability insurance, media production insurance, and workers’ compensation insurance. Working with an insurance broker to find the right coverage for your production and ensure a risk-free process is important.

By securing the necessary permits and insurance in advance, you can focus on the creative aspects of your broadcast advertisement and ensure a successful production process.


Production is one of the most important steps in creating a broadcast ad. It involves laying down a blueprint of the ad, drafting a script and storyboard, planning shooting schedules, choosing locations, hiring cast and crew, and managing the budget. All of these steps will help ensure that the creative outcome of the ad meets expectations.

Let’s explore the different steps involved in production further:

Set Design and Props

Set design and props are critical components of any successful broadcast advertising production. They help to create an atmosphere that resonates with the target audience and enhances the overall message that the commercial aims to convey.

When it comes to set design, it’s important to consider the brand’s image and identity, as well as the tone and style of the commercial. The set should be visually engaging and complement the advertised product or service, generating interest and prompting the viewer to act.

Props are key to creating a realistic and immersive environment that reflects the commercial’s message. Therefore, they should be chosen carefully to enhance the advertised product or service and should be of high quality to lend credibility to the message.

By paying attention to set design and props, advertising productions can create an impactful and memorable commercial that resonates with their target audience.

Pro tip: Use colors, textures, and lighting to create a mood that aligns with the promoted product.

Lighting and Sound Design

Lighting and sound design are critical aspects of any production, especially for broadcast advertising, where attention-grabbing visuals and clear audio are essential.

Good lighting can set the mood, create depth, and highlight specific scene elements. Therefore, it is essential to understand the color temperature, intensity, and direction of the light source to achieve your desired effect.

Sound design is equally important as it sets the tone and helps to tell the story. Therefore, working with high-quality sound equipment and choosing the right sound effects to enhance the visuals is essential.

Here are some quick tips:

  • Test the lighting and sound in advance, and adjust as needed.
  • Use indirect or diffused lighting to avoid harsh shadows and reflections.
  • Control ambient noise with soundproofing or isolation measures.
  • Use music and sound effects intentionally to enhance the message.

You can elevate any production with creative lighting and sound design, making it more engaging, memorable, and impactful.

Camera and Equipment Setup

Camera and equipment setup is a critical aspect of producing high-quality broadcast advertising. Following a few key guidelines ensures you have everything you need to capture the best footage possible.

Here are some essential tips to keep in mind:

  1. Choose the right camera – Decide which type of camera and lens will suit your project’s needs.
  2. Light your set effectively – Consider the mood and tone of the video, and ensure adequate lighting to capture the desired look.
  3. Use a tripod – To capture steady and clear footage, stabilize your camera on a tripod or other mount.
  4. Capture good sound – High-quality sound is critical in broadcast advertising; consider using external microphones or recording equipment to capture clear audio.
  5. Check your equipment before shooting – Before filming begins, test your equipment to ensure everything is in working order.

Pro Tip: Investing in good quality equipment can significantly improve the quality of your filming in production.

Direction and Performance Coaching

Directing and performance coaching is crucial in producing quality broadcast advertising.

Direction coaching involves guiding actors and voice-over artists’ performances to achieve the intended character’s tone, mood, and manner. This helps to ensure that the final product accurately conveys the intended emotions to the audience.

Performance coaching brings out the best possible performance from the talent. This involves adapting the direction to the artist’s skill and style and helping the talent overcome any challenges with the script or delivery.

When direction and performance coaching are done well, the result is a polished and convincing performance that aligns with the client’s needs and meets industry standards.


Post-production is a vital step in producing broadcast advertising. It involves reviewing and editing filmed material and audio to create a finished product ready for broadcast delivery. The post-production process can be time-consuming and requires skilled professionals to ensure the highest quality of the final output. This guide will provide an overview of the post-production process and discuss its importance in producing broadcast advertising.

Logging and Transferring Footage

Logging and transferring footage is essential in the post-production of video content for broadcast advertising. This process involves transferring the raw footage from camera media to the editing system, logging and organizing the footage, and creating sub-clips for faster editing.

Here are the steps to follow:

  1. Transfer the raw footage to your computer or editing system.
  2. Create a new project and import the footage into your editing software.
  3. Create a folder structure to organize your footage by date, location, or shot type.
  4. Play through each clip and log the footage by creating timecode markers or adding notes to each sub-clip.
  5. Review the footage and create sub-clips of the best takes or those that fit the creative brief.
  6. Finally, transfer the edited footage to your finishing system for color grading, sound mixing, and final delivery.

By properly logging and transferring footage, you can streamline your post-production workflow and ensure that your final product meets the requirements for broadcast advertising.

Video and Audio Editing

Video and audio editing is a crucial component of post-production for creating broadcast advertising content that resonates with your audience. To ensure that your video and audio editing process goes smoothly, here are some key tips to keep in mind:

  1. Choose the right software for your needs, whether a professional-grade program or a more entry-level option.
  2. Use a consistent naming and file organization system.
  3. Edit the video, then the audio, and add any effects and transitions.
  4. Be mindful of the pacing and flow of your edits to keep the viewer engaged.
  5. Use high-quality audio equipment and noise reduction techniques to ensure your audio is clear and easy to understand.

Following these tips, you can create high-quality broadcast advertising content that engages your audience and drives results.

Color Correction

Color correction is a crucial post-production step in producing broadcast advertising. It involves adjusting the footage’s colors, brightness, and contrast to ensure consistency and visual appeal on different screens.

Here are some tips for effective color correction:

  • Use a calibrated monitor to ensure accurate colors.
  • Start by adjusting the white balance to achieve natural skin tones.
  • Use a waveform or histogram to identify and correct any color imbalances.
  • Adjust the saturation and contrast to highlight details and enhance the visual impact.
  • Match the colors of different shots to ensure a seamless and cohesive look.
  • Avoid over-correction, which can lead to unrealistic and unappealing footage.

Applying these color correction techniques to your broadcast advertising can mean distinguishing between a mediocre and a stunning final product.

Sound Mixing and Effects

Sound mixing and effects play a crucial role in the post-production and production of broadcast advertising. These elements help enhance the audio quality of the advertisement and make it more engaging for the target audience.

Here are some tips for effective sound mixing and effects in broadcast advertising:

  1. Plan: Have a clear idea of the overall sound you want to achieve before mixing.
  2. Use natural sounds: Incorporate sounds relevant to the advertisement’s context, such as the sound of a car engine in a car commercial.
  3. Use sound to create emotion: Use sound to trigger emotions in the audience, such as suspense or excitement.
  4. Balance audio levels: Ensure the audio levels are balanced between different tracks to avoid overpowering or underpowering sound.

By following these tips and investing in quality audio equipment, you can create a memorable and immersive audio experience for your audience.

Finalizing and Delivering the Ad

After working on the ad’s creative process, concept, and design, it’s time to move on to the finishing touches. The final phase of the process is where all the ad elements come together, and you get to see the final result. The last step is all about finalizing and delivering the ad for broadcast. We will discuss this in detail in this section.

Exporting the Final Cut

Exporting the final cut is a crucial step in the production process of broadcast advertising. It involves rendering the final version of your ad and preparing it for delivery to networks, stations, or online platforms.

Here are the steps to follow:

  1. Confirm the delivery specifications: Check the delivery requirements of the network or platform where you will air or publish the ad. This includes the file format, resolution, aspect ratio, and delivery method.
  2. Edit the final cut: Make sure that the final cut is polished and meets the expectations of your client or team. Review it for technical errors, timing, and visual and audio quality.
  3. Export the final cut: Choose the appropriate export preset and settings based on the delivery specifications. Ensure that the file size is not too large or too small and that the encoding is optimized for quality and speed.
  4. Deliver the final cut: Deliver the final cut to the network or platform in the required format and method. Include any necessary metadata, captions, or other supplementary files.

Following these steps will ensure a seamless and successful export and delivery of your broadcast advertising project.

Sending to Networks or Stations

Sending your completed ad to networks or stations is the final step in the production process for broadcast advertising. Here’s what you need to know to ensure a smooth delivery:

  1. First, make sure your ad meets all technical requirements. Check the preferred format and file size for the network or station you plan to use and any other specifications they have.
  2. Next, create a package with your ad file and any required documentation or payment. You may need to include a distribution contract, clearance forms, or proof of payment.
  3. Finally, send your package to the network or station using a reliable delivery method such as courier or certified mail. Be sure to include instructions for airing the ad, such as specific dates or times.

Once your ad is delivered, follow up with the network or station to confirm they received it and that there are no issues. Now you can sit back and wait for your ad to air!

Measuring the Ad’s Success

Measuring the success of your ad campaign is critical to determine whether your production for broadcast advertising is on track. There are several metrics to consider when evaluating the success of your ad campaign:

  1. Reach: determines how many people your ad reaches.
  2. Impressions: establishes how many times your ad was viewed.
  3. Click-through Rate (CTR): helps analyze how many viewers clicked on the ad.
  4. Engagement: analyzes actions taken on the ad, such as likes, shares, and comments.

After gathering data on the above metrics, compare them with your ad campaign’s predetermined KPIs (Key Performance Indicators). If your campaign did not meet the KPI standards, reassess your production strategy and adjust your ad accordingly.

Pro Tip:

  • Review your ad’s success regularly.
  • Analyze the results.
  • Adjust to optimize your production strategy.

Frequently Asked Questions

Q: What is production for broadcast advertising?

A: Production for broadcast advertising is the process of creating television or radio commercials that will be aired to promote a product or service.

Q: Who is responsible for the production of broadcast advertising?

A: The production for broadcast advertising is typically handled by an advertising agency or production company hired by the client.

Q: What is involved in the production process?

A: The production process involves several stages, including concept development, scriptwriting, storyboarding, casting, filming, editing, and post-production activities like sound mixing, color grading, and special effects.

Q: How long does it take to produce a broadcast advertisement?

A: The production time for a broadcast advertisement varies depending on the project’s complexity. A 30-second commercial may take a few weeks to produce, while a more complex and elaborate advertisement could take several months.

Q: What are the costs involved in producing a broadcast advertisement?

A: The costs of producing a broadcast advertisement depend on factors such as the length of the commercial, the production quality, and the talent fees. The overall budget may include creative development, casting, equipment rental, location fees, post-production, and media placement costs.

Q: What are the benefits of using broadcast advertising?

A: Broadcast advertising can reach a mass audience quickly and effectively. It can help build brand awareness and drive sales by delivering compelling messages with the help of visuals and sound that capture the audience’s attention.

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