Key Terms
Production Management
Production management is the planning, organising, directing
and controlling of production activities. The main goal is to be able to
produce goods at the right quality, quantity and cost.
A production manager is in control of the production
processes, and they ensure that the final product is made efficiently, at the
right cost and a good quality. They are also involved in the pre-production
stages, not just the production stages. Mostly, their job consists of dealing
with people, and working as part of a team. They are also expected to prepare
production schedules and script breakdowns, and are responsible for the
budgeting.
Some of the things a production manager might have to do
include ensuring the production is cost effective, obtain all the necessary
licences and clearances for the productions, keep up to date with the legal
requirements of working hours and know about relevant legislation, regulations
and associated procedures.
As a product manager in this unit we must:
- · Have communication with our production team and client
- · Show development of process
- · Be organised
- · Manage a real life budget
- · Set clear deadlines
- · Build a relationship with the client
- · Show we can follow a project through to completion
Corporate and
Promotional Programme production
Corporate programmes are videos that companies use to
attract an audience or to give them information. They’re often used to show
tutorials and give information about a person, place or product and will
include interviews, voice overs and happy, lively music. Apple made a corporate
video to introduce their iOS 7.
A promotional programme is directed at promoting events,
music and training. Music videos are a prime example of a promotional video, for
example before a musician’s album comes out, a promotional short is released to
showcase it. Avicii used this type of programme to promote his song My Feelings For You. He released a
shortened version of the song with an animated video to promote the upcoming
song.
Watch here: https://www.youtube.com/watch?v=AAdEkqT3En8
Corporate and promotional are different from advertising in
a number of ways. Advertising is a long term product, suitable for medium to
large companies, it is assumed that it will lead to sales and it’s expensive to
produce in most cases. A promotional or corporate video is a short term
product, suitable for small or large companies, will directly lead to sales and
is usually not very expensive to make. On the other hand though, both are a
type of marketing tool and both will potentially increase sales.
In corporate programming:
- · The client will know their audience
- · We must be completely open minded
- · We must listen to the client
- · Client will most likely give us a brief
- · We must work to clients expectations
Social Action and
Community Media production
Social action media is used to raise awareness of a subject
or cause, with the expected outcome of there being a change or action in the
target audience. Community media is media that is produced and circulated in a
specific community of people, for example a campaign for the NHS about fair
pay, or a video showing the local services in a small village or town. Social
action and community media are different from corporate and promotional as the
former are all non-for-profit purposes and they want to raise awareness rather
than sell a product.
Google had a scheme called Google Stories that raised
awareness of people and their journeys in their lives so far. One of the
stories was from Andrew Willis, a skate park engineer.
Watch here: https://www.youtube.com/watch?v=GvgqDSnpRQM
In Social and Community Media:
- · We can produce things such as photography, speech packages, animations, web content and promo materials
- · We must produce to raise awareness, raise money and promote events
- · We need to understand the purpose of the product
- · We must follow a real project with a purpose
More key words
Testimonial
A testimonial is a person’s written or spoken statement
about the good points of a product. Customer testimonials are from people who
are not famous and are usually used in marketing methods. A downside of
testimonials is that there is a large amount of fraud, in the form of fake and
scripted reviews, meaning the testimonials are not authentic. In the form of a
video, people would be filmed making their testimonials about a product and
this would be used in an advert or a corporate video.
Recruitment
This refers to the process of attracting and selecting
suitable candidates for jobs. The use of the internet has become much more
prevalent in recent years to recruit people. Recruitment videos can include
first-hand testimonials, showcases of products and inside looks into the
company and it’s workings. They are usually quite short and snappy, don’t take
up much of your time, and try to outline all the benefits employees would get
by working there.
Instructional
Instructional videos are videos that tell people how to do
something, even the most basic things. They’re usually used in training to
allow people to visually see what the company expects of them and what their
behaviour should be like. Instructional videos usually break down a task in to
separate parts, and will normally have some kind of voice over or text on the
screen to explain the parts to the audience.
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