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Without hands-on experience, it’s difficult to feel in control of the creative advertising process when TV commercial production time arrives. It helps to have a little knowledge about the process. The work starts long before shooting and editing.

The Process

Develop the copy. This shows both the audio and the video, typically side by side in a columnar format so it’s easy to follow as the audio matches the video. A professional ad writer is key. Typically, this means hiring an experienced freelancer. Ad writers used by many TV stations are often relatively new to the field.

Request for proposals. Experienced production companies gladly submit bids accompanied by written proposals for evaluation. Many advertisers prefer the expertise of independent producers versus TV station in-house production.

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