The 12 Kinds of Ads

There Are 12 Kinds of Ads in the World

In 1978, Donald Gunn was a creative director for the advertising agency Leo Burnett. Though his position implied expertise, Gunn felt he was often just throwing darts—relying on inspiration and luck (instead of proven formulas) to make great ads. So, he decided to inject some analytical rigor into the process: He took a yearlong sabbatical, studied the best TV ads he could find, and looked for elemental patterns.

After much research, Gunn determined that nearly all good ads fall into one of 12 categories—or "master formats," in his words. At last year's Clio Awards, I saw Gunn give a lecture about these formats (using ads mostly from the '70s and '80s as examples), and I was fascinated by his theory. I soon found myself categorizing every ad I saw on TV. It was a revelation: The curtain had been pulled back on all those sly sales tactics at the heart of persuasive advertising.
This slide show presents some recent ads exemplifying each of 12 basic categories. With a little practice, you, too, will be ticking off the master formats during commercial breaks.



See the slideshow here

Environmental Production Suggestions: In Production

Most of the waste generated by the entertainment industry comes from set construction and demolition. While there have been amazing gains in minimizing waste from sets, it's still the area with the greatest opportunity for improvement.

It's also the area that is most regulated from an environmental standpoint, so it's not just a matter of "doing good." It's a good idea to contact the city’s Department of the Environment, just to make sure everything you're doing complies with various environmental laws. Every step of the way, there are things you can do to be earth-friendly.

Planet-friendly Set Construction Most of the waste generated by the entertainment industry comes from set construction and demolition. Learn planet-friendly set construction.

Proper Props

A good propmaster or set dresser makes a location look real – or unreal, if that's what it calls for. A really good one wastes nothing, and has a chance to make a statement for the environment almost every day. Learn how to be a really good propmaster or set dresser!

Wood
Avoid using tropical hardwoods that are harvested from rainforests. A number of affordable alternatives are available

Metal
Use steel scaffolding instead of building wood scaffolding. Steel scaffolding is flexible, easily stored and reused, and is becoming quite popular.

Paint
Try and source paints that have been reformulated to eliminate the compounds that evaporate and contribute to smog. Use non-water-based paint for applications where no alternative has been found should be minimized. Spray painting is subject to a lot of regulation for health and environmental reasons, so be sure you know what you're doing.
If you have paint left over, DON'T throw it in the trash. It's considered hazardous waste, and has to be handled separately. The best thing to do is to donate it.
SAASP can organise for leftover paint to be used for graffiti removal in the areas where you shoot.

A list of schools and nonprofit groups also looking for paint is also available.

Climbing the walls
Today, you can find wallboard made with recycled materials.

Donate
You’ve paid for your set materials, why not take the responsibility to donate them when you strike. SAASP is working with communities to distribute left over wood. Even the damaged stuff can be ground and shredded for pet bedding. Please continue reading for more information.

Make it known……!!!!!!
Show everyday environmental choices – whether in homes, offices or stores, show recycling containers. If you're dressing a kid's room, put a poster for an environmental group on the wall. When the family's fixing a meal or sitting down to eat, show organic food containers. If a character is coming home from the market, have the groceries in cloth bags. If folks at the office are drinking coffee, make sure it's in reusable mugs.

Taken from: The SAASP Guide to the Stills Industry

LOCATIONS MEETINGS

Meeting between Constantia Hills Residents Association and and the CTFPO, CFC, CPA, SAASP, Private Locations managers

Meeting between Constantia Property Owners Association and the CTFPO, CFC, CPA, SAASP, Private Locations managers
Apologies; IPO

Both meetings covered similar topics and issues will be summarised here:

CONCERNS RAISED

Discussion included in italic below

Zoning / Repeated use of certain properties

Neighbours are concerned that some homeowners use their properties as businesses (ie a film studio) rather than residential, and therefore re-zoning is suggested. Nevertheless, this is a perception rather than reality; the house receiving the most complaints was host to four tv commercials in 18 months. (A neighbour runs an exercise class from home three days a week, every week of the year – who causes the greater impact) Whilst it’s important for Producers to be aware of impacts caused by OTHER / previous users of a particular property, relevant issues include neighbour’s jealousy.

Hours of Activity

Filming permits are normally issued for hours between 6am and 10pm. Departures from this should be discussed with the CTFPO; the office is keen to ensure that no permit application is rejected without consideration.

Noisy set up of catering before the given time

An issue for larger shoots; catering companies set up first and loudest. Be aware of this. The CTFPO will engage with the Catering Companies’ association. Short periods of notificationIf your shoot will cause an impact on the community, please try and notify the neighbours timeously.

Number of Vehicles on set / Parking issues

Parking is always problematic. If possible, try to keep your teams to a small number of vehicles – park in designated zones, or pref. on the property where you are filming.

Impact on Greenbelt

This is perhaps the greatest concern to residents – ECOs and Film Unit Liaison officers may be required for working on the greenbelt. Again, be careful how you park your cars.

Helicopters

The permit issuing office for helicopters is in Pretoria and therefore cannot know the impact of a shoot on the community. Please liaise with CTFPO should this be a requirement.

Benefit to Community

As so often, affected communities want to see direct financial benefits to allay the impact of filming. However, the City does not allow for ring-fencing of any income, and is clear that all permit fees will continue to be disbursed via the general “pot”. You are strongly advised to avoid providing any cash to any community / residents group, since it sets a difficult precedent for the industry and contributes to the rising price of filming on location.

ACTIONS

The CTFPO is undertaking a Site visit with both residents associations in July/August, so that the permit officers are better briefed on the impacts of shooting in Constantia.

THE CTFPO will engage with Catering Companies via their association.

The CFC will also address communications to affected communities, and stress the overall benefits of filming to the city.

Environmental Production Suggestions: The Green Production Office

Many of the decisions made in the production office affect the way the entire production impacts the environment. Learn how to set up a production office that impacts on sustainable development, without having any noticeable impact on the production itself.

Whether you're on a stills shoot, awareness of issues of sustainable development begins with the very set up of the production office.

In setting up a production office, you can choose to do less of the bad things and more of the good things, without having any noticeable impact on the production itself.

The following are a few easy steps you can take to protect the planet:

Don’t forget; make an effort to buy locally produced goods and products wherever possible – money that stays within the community is good for the community, good for the Stills Production industry. It also contributes to your BEE scorecard……

Callsheets & Printed Materials

Use both sides of the paper. Doing double-sided copies is easy, and you cut in half the amount of paper you use.

Don't use bright-coloured paper on script revisions – it has to be bleached and is harder to recycle

Always recycle old paperwork. Make sure everyone who gets copies has easy access to a paper recycling container.

Office Products

Buy paper with recycled content – the higher the better.

Given a choice with any office product, look for the one with recycled content, or that is recyclable. For example, if you need padded envelopes, get those with fibre padding instead of plastic bubble padding.

Recycle used toner cartridges. Most office supply stores provide postage-paid envelopes to mail used printer and copier cartridges to recycling facilities.

Be sure to provide recycling containers in highly visible locations.

Communicate with cast and crew electronically if possible, instead of sending paper memos.

When you wrap production, donate leftover office supplies to a non-profit group or school. Don't throw anything away – somebody else can use it.

Janitorial Paper and Cleaning Products

Buy paper towels, napkins and toilet paper with recycled content. Today, the quality is comparable to virgin materials. Natural colour is better than bleached.

Avoid cleaning products with toxic chemicals. Nontoxic products are widely available.

Packaging

When you're ordering supplies, ask the vendor if they can deliver in reusable containers, such as plastic crates.

If you're ordering breakable stuff, ask for (almost) any packing material other than styrofoam peanuts – you can get biodegradable peanuts, paper, or even those new air-filled plastic pillows.

Promotional Marketing Items

If you're looking for promo items, try a vendor that specializes in environmental items. SAASP has extensive contacts within the local community. You can get shorts made out of recycled soda bottles, cups made with recycled currency, and even toothbrushes made with recycled plastic that you mail back when they get old (to be recycled again)!

Cannes campaign highlights Location Gauteng

A campaign by the Gauteng Film Commission (GFC) and the Commercial Producers Association (CPA), to market the capacity of the Gauteng film industry at this year's Cannes Lions International Advertising Festival, was intended to put Location Gauteng firmly on the international advertising industry's map.

Show reels, labelled Best of Gauteng, South Africa, and showcasing the cream of commercials produced in the province recently as well as prime Gauteng locations, were distributed with copies of the 2006 Loerie Awards Annual books to the hotel rooms of a targeted group of top creatives attending the premier annual gathering of the world's advertising, creative, direct marketing, interactive, film, radio, media and marketing communities.

The reels were compiled from submissions by CPA members to represent the best work they have produced in Gauteng recently.

“There certainly was a strong South African, and particularly Gauteng, voice at this year's event”, said GFC marketing manager, Puisano Phatoli.

Added impact

According to Phatoli, the exceptionally successful performance of the Gauteng advertising industry – which scooped a record number of accolades including a Grand Prix and several Golden Lions – gave the marketing campaign enormous added impact.

“It was truly a case of ‘walking, as well as talking' the talk,” she said.

In addition to the individualised hotel drops, the GFC also distributed the reels at various industry functions and parties during the week.

“With up to 9000 industry stakeholder from 75 countries meeting here to share and explore fresh concepts and new ideas, we had the perfect platform to capitalise on the adventurous nature of the creative spirits of the ad industry. Our aim was to demonstrate the extent to which Location Gauteng is still one of the advertising world's relatively under-discovered destinations – a destination that combines the excitement of a new African frontier with all the technical savvy, sophistication and infrastructure of Europe or America. This was underscored magnificently by the many success achieved by Gauteng-based entrants this year.”

The direct marketing strategy was supported with a print advertising campaign in publications that were distributed during the event, including Cannes Lions Daily, Screen Africa and The Callsheet.