Creative Media Production

Qualification

Unit number and title

Edexcel BTEC Level 3 Certificate in Creative Media Production

(Television and Film) (QCF)

Unit 30: Advertisement Production

Learner name

for Television

Assessor name

Date issued

Hand in deadline
03/10/2016

Assignment title

Submitted on

27/02/2017

Unit 30: Television Advertising

In this assessment you will have opportunities to provide evidence against the following criteria.
Indicate the page numbers where the evidence can be found.

Criteria
reference

To achieve the criteria the evidence must show that the

learner is able to:

Deadline:

Task 1:

Know the structures & Techniques of TV Advertising

31/10/2016

LO1

P1: describe structures and techniques of television advertisements with

some appropriate use of subject terminology

P1
M1
D1

M1: explain structures and techniques of television advertisements with

reference to detailed illustrative examples and with generally correct use
of subject terminology
D1: comprehensively explain structures and techniques of television
advertisements with elucidated examples and consistently using subject
terminology correctly

Task 2:

To be able to originate and develop an idea for a TV Advert

LO2

P2: originate and develop an idea for a television advertisement working

within appropriate conventions and with some assistance

P2
M2
D2

M2: originate and develop an idea for a television advertisement

showing some imagination and with only occasional assistance

Be able to produce a TV Advertisement

LO3

P3: produce a television advertisement working within appropriate

conventions and with some assistance
M3: produce a television advertisement to a good technical standard
showing some imagination and with only occasional assistance

18/11/2016

Grade:

Pitch for
TV Advert

06/02/2017

Grade:

Final DVD
of advert
for client

D3 produce a television advertisement to a technical quality that reflects

near professional standards, showing creativity and flair and working
independently to professional expectations

Task 4:

Be able to reflect upon own TV Advert & evaluate the process

LO4

P4: comment on own television advertisement production work with

some appropriate use of subject terminology.

P4
M4
D4

Essay
Analysis
on TV
Advert
Processes

D2: originate and develop an idea for a television advertisement showing

creativity and flair and working independently to professional
expectations

Task 3:

P3
M3
D3

Grade:

Evidence:

M4: explain own television advertisement production work with reference

to detailed illustrative examples and generally correct use of subject
terminology.
D4: critically evaluate own television advertisement production work in
the context of professional practice, with elucidated examples and

17/3/2017

Grade:

Essay
Evaluation

Creative Media Production

consistently using subject terminology correctly.

Learner declaration
I certify that the work submitted for this assignment is my own. I have clearly referenced any sources used in the
work. I understand that false declaration is a form of malpractice.

Learner signature:

Date:

Creative Media Production

Assignment brief
Qualification

Edexcel BTEC Level 3 Subsidiary Diploma in Creative Media Production

(Television and Film) (QCF)

Unit number and title

Unit 30: Advertisement Production

for Television

Assessor name
Date issued

03/10/2016

Hand in deadline

17/02/2017

Assignment title

Television Advertising

Purpose of this assignment

The aim of this unit is to enable you to apply production skills to create an advert for television. You will
examine existing television advertisements to investigate how persuasive messages can be constructed. You
will then plan and produce an advertisement for television, and evaluate the effectiveness of their finished
product.

Scenario
Advertising is a lucrative industry with many jobs available. You will be producing a television advert for a client
whilst following a rigid brief which identifies the clients needs.
Firstly, you will be required to demonstrate your knowledge of television advertising by conducting research in to
the styles and successful techniques of used in television adverts.
You will the use this knowledge to develop an original idea for a television advert. You will work as part of a
production team to do this undertaking a specific job role for which you will be interviewed for.
Once you have developed the television advert concept you will then go on to produce the advert under the same
job role within your production team.
Following on from a focus group with your client and target audience you will then reflect on the quality of your
advert and its fitness for purpose.

Task 1: Know about the structures and techniques of television advertisements

Advertising is a lucrative industry which is worth over 1 billion to the UK economy. Advertisers use a variety of
techniques to encourage audiences to buy their products. Some techniques are more subtle than others.
Before you begin to produce your own advertisements, you will need to demonstrate a critical engagement with
advertising and its techniques to your executive producer.
You will be required to produce a detailed reports on a range of different products whilst clearly identifying the
techniques used to sell products to consumers.
You must discuss a minimum of four adverts individually in your reports. You will be assessed on the
quality of your own work only.
You will produce an analysis based on the following headings:
Structures and forms:

Narrative structure: Linear narrative, non-linear, series, equilibrium/disequilibrium/restored equilibrium.

Styles: Informative, pastiche, parody, humorous

Technical codes: camera angle, shot, iconography, editing, lighting, sound, music); computer graphics;
special effects (SFX)

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All the above elements should be discussed in relation to how advertisers market products to specific audiences.
Techniques:

Hidden and implicit messages

Overt messages

Emotional responses

Fear

Concern

Celebrity endorsement

Self-perception

You should try and discuss as many of the above techniques used in advertising as possible with references to
examples from your research.
Characteristics of products or services:

Benefits offered from each product and how they are used to market the products to consumers.

Advantages over other similar products.

Unique selling proposition (USP)

Lifestyle appeal of the products and why consumers will buy them based on the advertisement.

Brand identity what methods are used to ensure the consumer is fully aware of the brand and the
products/services they offer.

Regulation:
You should discuss the roles of the following regulatory bodies in terms of advertising for television.

Advertising Standards Authority (ASA)

Ofcom

The Committees of Advertising Practice

In terms of regulation, you should analyse an advert which has been banned by OFCOM or the ASA and discuss
reasons as to why it was prevented from being broadcast.
Audiences:

How audiences are categorised (age, gender, ethnicity, socio-economic group, psychographics, geodemographics)
The significance of audience research and different methods of audience research and targeting
audiences: focus groups, questionnaires, Broadcasters Audience Research Board (BARB)

Audience categorisation should be linked to all the adverts that you have analysed during your research.

Grading and assessment criteria

To achieve a pass grade: describe structures and techniques of television advertisements with

some appropriate use of subject terminology

To achieve a pass grade you will refer to a range of different types of television
advertisements in terms of the ways in which they are constructed and the techniques of
persuasion they employ. The range may be limited or may not necessarily have expanded
from any given material. You may not have fully explored the relationship with how

Creative Media Production

products are specifically targeted towards target markets or how audiences can react to
different advertisements in different ways. You will outline audiences for advertisements
simply but accurately using the appropriate categorisation systems, and will describe, or
demonstrate through application, the means available for gathering information about
audiences. You will give descriptive responses which are relevant, accurate and
substantial, though not necessarily absolutely complete, and reference to the examples
studied will be generalised, referring to whole advertisements rather than specific elements of
those advertisements.
To achieve a merit grade: explain structures and techniques of television advertisements with

reference to detailed illustrative examples and with generally correct use of subject
terminology.
To achieve a merit grade, you will talk about the structures of television advertisements in
such a way as to show why they are constructed the way they are, and about
persuasive techniques in such a way as to show how and why they are used. You
will explain clearly how to find out about audiences (or be able to apply this to good
effect) and how the categorisation systems are used in audience profiling. Relevant
examples that draw upon elements of the advertisements studied will be given to support
what is said, but you will not elucidate these examples to show how they illustrate
the points they support. You will cite examples other than those considered in
class.
To achieve a distinction grade: comprehensively explain structures and techniques of television

advertisements with elucidated examples and consistently using subject terminology correctly.
To achieve a distinction grade, you will discuss the structures and persuasive
techniques of a varied selection of advertisements in such a way that you develop
your ideas critically (that is, compare, assess and discriminate). Points made will be
justified with supporting arguments and you will draw out of an example precisely what it
is about it that exemplifies the point it illustrates. Exemplification will be drawn from
precise details of the advertisements referred to and these examples will be details
from the advertisements studied, not merely generalised reference to whole
advertisements. When discussing the categorisation of audiences and the resources
available to develop audience profiles, fuller and more extensive explanation and
argument to support points made, will discriminate between this grade and the
merit.
This provides evidence for P1, M1, D1
Assessor Feedback

Creative Media Production

Learner Feedback

Resubmission feedback (if appropriate)

Task 2: Be able to originate and develop an idea for a television advertisement

In your production teams, you will be given a series of briefs from which you will choose a product to develop into a
television advert. You will initially work independently to develop an idea for a television advert. Following on from a
focus group within your production teams, you will decide on which advert you will develop in to a television advert
with intent to broadcast.

Your advert briefs are as follows:

An advert for a new energy drink

An advert for a new fragrance aimed at females
An anti-smoking advert for Stoptober
A seasonal autumn/winter clothing brand aimed at males
An anti-drunk driving advert

You will independently undertake research into the product, market and the potential audience for your product. You

Creative Media Production

will be required to create a research portfolio which will help you develop your idea and target a specific audience.

Once your research has been completed, you will submit your research portfolio for evidence
and pitch your presentation to your client.

1. Client: You will be given a set of briefs to choose from for your production. Your
client will be the company whose product you chose to develop an advertisement
for.
2. Budget: You will produce a budget for the production which identifies all the
products costs such as equipment, production team, resources, and facilities hire
etc.
3. Deadline: You will be working towards rigid deadlines which have been negotiated
with your client. You will need to produce a production schedule which must be
adhered to at all times. You will not be able to achieve a distinction grade if
you do not meet all agreed deadlines.
4. Technical resources: You will produce a resource audit identifying all the technical
requirements for your advert production.
5. Technical constraints: You will produce a SWOT analysis (strengths,
weaknesses, opportunities and threats) to identify the strengths of your idea and
any potential problems which may arise during development and production.
Following on from your production research, you will be required to undertake research
into the target audience and market. You will identify a specific audience and ways in
which you can market your clients product to the audience. You will undertake the
following research and you will present this to your production team. Following the
presentation, a decision as to which idea will be developed will be made. Client feedback
should also be considered in this decision making.
1. Identification of target audience: You will be categorising your audience (age,
gender, ethnicity, socio-economic group, geodemographics, psychographics,
VALS). You will also be able to brand your audience for example Absolute Radio
describe their audience as Reluctant Adults due to the fact it targets older
audiences who are interested in contemporary developments in technology.
2. Quantitative research: Research into your target audience is vital. You will
produce research techniques with easily measureable data. These will then be
transferred into charts and included in the pitch for your advert.
3. Qualitative research: As a development of your market research you will
undertake a focus group which will be facilitated by you and your group. This will
allow you to gain feedback on your initial ideas development. It is recommended
that you record focus groups to revisit information.
4. Market research: It is important to know the industry in which you aim to target
your product. You will need to look at your competitors in the market and determine
whether there is a gap for your product or the market is saturated in which case you
will need to state how you will create a unique selling point for your product and

Creative Media Production

how it will be communicated in your advert.
5. Legal and ethical issues: With your ideas development you may come across
various legal and ethical issues in terms of your representations. You should be
able to reference codes of practice and regulation from both OFCOM and the ASA
which clearly links to any issues you may have in terms of representation of
information and social groups.
To summarise your audience within your research portfolio, you should consider producing
a mood board as this will allow your prospective client to clearly identify your audience.

Grading and assessment criteria

To achieve a pass grade: originate and develop an idea for a television advertisement working

within appropriate conventions and with some assistance

To achieve a pass grade, you will consider a limited range of ideas for the production of
television advertisements which may appear to have been reached arbitrarily (you will not
have made strong links to your research). You will provide limited supporting material.

Your pitch will contain all the aforementioned criteria however there will not be strong
links between the research you undertook and the advert in which you intend to
develop. Your target audience categorisation will be brief and will only discuss the
basic factors such as age and gender. Your budget will be inaccurate and figures will
not be fully from reputable sources such as BECTU. You will demonstrate a limited
understanding of potential problems which will arise during production.
To achieve a merit grade: originate and develop an idea for a television advertisement showing

some imagination and with only occasional assistance.

To achieve a merit grade will consider a range of effective ideas that are supported with
carefully produced documentation such as mind maps, initial scripts, location recces, and
notes on constraints on production. Work will be approached methodically and with
adequate preparation. Ideas will be worked out and presented neatly.

Your presentation technologies will clearly illustrate the methods in which you
obtained information for your advertisement. For example, you will clearly link your
audience research to the outcomes for your advert. Your audience categorisation
will be detailed however you may not full explain the reasons for appealing to
particular demographics. Your budget will be mostly accurate and will have a clear
reference to where you acquired the rates for production. You will have undertaken a
range of both qualitative and quantitative research methods and conclusions will
mostly be shown in the pitch for your idea. You will demonstrate a clear
understanding of the importance of deadlines and client meetings. You will
demonstrate this with a rough schedule in your pitch. Any problems you come across will
be identified clearly however, strategies and contingencies will not be in place to
counter these.

Creative Media Production

To achieve a distinction grade: originate and develop an idea for a television advertisement

showing creativity and flair and working independently to professional expectations.

You will explore independently a wide range of effective and well-thought through
original ideas and designs for production. Documentation will be of a high technical
standard and will closely reflect industry conventions for presentation. Your audience and
market research will be thorough and you will have undertaken a number of different
research methods such as focus groups, questionnaires, online surveys. All the
research methods you used to obtain information and data will be clearly quantified
and/or summarised in your presentation using charts, graphs etc. Following on from
this, you will make strong links with your research and the advert you intend to
develop. You will give a clear foresight into your production by demonstrating that you
have produced a comprehensive schedule in which you will complete your advert. You
will have produced a detailed SWOT analysis which clearly identifies strategies and
contingencies to overcome any issues.

This provides evidence for P2, M2, D2

Assessor Feedback

Learner Feedback

Creative Media Production

Resubmission feedback (if appropriate)

Task 3: Be able to produce a television advertisement

Part 1: Pre-production
For this task you will work in production teams of no more than five. Each member of the group will be given a
specific role to undertake. You will be allocated one of the following:

Producer
Director
Camera Operator
Sound/Foley artist/assistant director
Production Manager

Under your production team, you will develop the most feasible idea which was pitched during task two. Under your
job roles you will be required to undertake the following pre-production tasks:

Producer: You will oversee the production ensuring all members of the production team completing
relevant documentation. You will lead and facilitate weekly meetings within your team. You will also be in
charge of the production folder and troubleshooting any issues you may come across. You will also be
responsible for sourcing suitable actors to be in your advert.
Director: As director you will be responsible for leading the development of the advert into a detailed
synopsis which contains the narrative for your advert.
Camera Operator: You will be responsible for storyboarding the advert in conjunction with the director and
sound/Foley artist.
Sound/Foley artist/Assistant Director: You will be responsible for completing the shooting scripts for
each days production. You will work the camera operator, director and production manager in order to do
this effectively.
Production Manager: You will be in charge of the logistics of the production Your responsibilities will
include sourcing locations, producing risk assessments, and managing the production schedule.

Each member of the group will be assessed on their contribution to a group project. Should you not
complete the relevant documentation, this will affect your final grade. All documentation should be signed
off by the member of the group who has completed it. Following on from this, the executive producer
should sign off the documentation as acknowledgment of completion.

Part 2: Production
As with pre-production you will be expected to undertake individual roles to ensure successful completion of the

Creative Media Production

project. Under your job roles you will be required to undertake the following job roles:

Producer: You will be in charge of overseeing the production on a day to day basis. You will ensure all
equipment is brought to the shooting days. Relevant equipment will include: cameras, tripods,
microphones, lights, memory cards.
Director: You will be responsible for organising the equipment and actors on set. You will be responsible
for framing shots in conjunction with camera operators.
Camera Operator: You will be responsible for assisting the director with framing shots. You will also be
responsible for the recording of footage and the rigging and de-rigging of camera equipment.
Sound/Foley/Assistant Director: You will work closely with both camera operators and the directors to
ensure that camera shots and angles are framed correctly. You will also be responsible for sourcing any
sound effects and recording any wild tracks. You will also be responsible for rigging microphones to
cameras and ensuring all audio is recorded correctly.
Production Manager: You will be responsible for ensuring all the documentation is brought to the
shooting days and the production file is kept in order. You will also be responsible for ensuring health and
safety regulations are abided by on each day of shooting.

Advert Production
In your production teams you will have identified an advert to produce. You will use the pre-production
documentation you produced in assignment 2 to help you produce this documentation. Remember you will be
assessed on your individual contribution to the production.

Post Production:
Following on from your production, you will produce an individual edit of the advert. You will be assessed on your
own edit of the advert. You will need to document evidence of the following criterion in your post-production file:

Rushes log: You will go through all the footage you have recorded and decide which footage you will
potentially use.
Edit decision list: Of all the footage you have recorded, and reasons in which you have chosen to use
specific footage i.e. why is it useful for your advert?
Technology and software skills audit: Identify what skills you have learned during post-production and
what skills you intend to learn to produce your advert to the highest standard.

Grading and assessment criteria

To achieve a pass grade: produce a television advertisement working within appropriate

conventions and with some assistance.

To achieve a pass grade, the technical quality of the finished advertisement will be acceptable
and the advertisement will have shape and some sense of design. The activity that led to
it will have been purposeful, with the deliberate application of chosen techniques. In terms of
the aesthetic or imaginative qualities of your work, you will not move beyond the
conventional and your advert will merely be reproductions of techniques used in other
advertisements. The conventions applied will be appropriate to the style of
advertisement or the nature of the product being advertised. You will need frequent
assistance and support, though you will take note of and make use of this help when it is
given. If they are in frequent need of such help but fail to make positive use of it you should not
be considered for a pass grade for this unit. In terms of group contribution, if you are not
fulfilling your role effectively and you time management is poor; you will be limited to a
maximum of a pass grade for this criterion.
To achieve a merit grade: produce a television advertisement to a good technical standard

showing some imagination and with only occasional assistance.

Creative Media Production

To achieve a merit grade you will show facility and some confidence in relation to skills and
the handling of equipment. Processes will be undertaken with care and, generally speaking,
thought will be put into the work. You will work effectively under your job role and you will
only require occasional assistance from your teacher and group members to complete
individual tasks. You will still be working within recognisable generic conventions, but there
will be some imaginative thought behind the work. You will need little assistance, though
you may still need some support when dealing with more complex technology or trying to
apply more sophisticated techniques and, like the pass grade learner, you will benefit from
it. In terms of more complicated techniques, this will stem from your planning and you should
be able to apply all the techniques outlined in the planning process in your final
production with some assistance.
To achieve a distinction grade: produce a television advertisement to a technical quality that

reflects near professional standards, showing creativity and flair and working independently to
professional expectations.
To achieve a distinction grade technical and production skills will be approaching a
professional standard and will bear comparison with it. Your advert will demonstrate
excellent technical skills and sophisticated ways to market your product. codes and
conventions will be deployed with creativity and flair. In all practical activity you will be
capable of working autonomously and effectively. They will be able to work on your own
initiative, will not need constant support or supervision, will give the work your full commitment,
work positively and cooperatively with others, and meet deadlines. You they will have the
kind of self-management skills that would be expected of them in a professional
context. The editing of your advert will be seamless and you will have used a variety of
camera/audio/editing/graphical techniques in order to sell your product. You will work
independently and as part of a group with little or no assistance. You will not miss any
deadlines and all work will be completed within allocated time periods.

Creative Media Production

This provides evidence for P3, M3, D3

Assessor Feedback

Learner Feedback

Resubmission feedback (if appropriate)

Creative Media Production

Task 4: Be able to reflect upon own television advertisement production work
As a media practitioner, you will be required to reflect upon your productions identifying key strengths and areas for
development. You will evaluate both the techniques used during the pre-production, production and post-production
process. You will be required to identify specific techniques used through the whole process which have allowed
you to successfully complete the product as well as any problems you encountered and how you overcame them
effectively.
Prior to producing your evaluation, you should seek both audience and client feedback on your advert. This will form
the basis of your evaluation.
To analyse your planning process, you will need to cover the following in your written evaluation:

Sources of information
Self-evaluation how well do you think you performed within your job role? Consider the following points:

How well you performed under this role.

What skill you have developed.

What skills you believe you need to work on.

How well you believed you worked in a team (communication with others, management of roles, covering
any absences etc)

Documentation

Notes How your initial ideas and minutes of meetings allow you and your group to produce the final
product.

Sketches This will come from your initial product ideas and logo drafts. You should comment on how the
drafting of your product ideas allowed you to successfully complete your advert.

Story boards, shooting scripts and other documentation How thorough was your documentation?
Did you deviate from any of your initial plans during production?

Mood boards and research How did your initial research into the market and target audience allow you
to create a successful product? How was this reflected in your audience feedback?

Trial layouts How did you manage your time effectively to ensure you were receiving formative
feedback throughout the development process? What changes and alterations did you make following on
from this feedback?

Production logs Your production logs should be completed throughout the whole process. You should
discuss how your production logs allowed you to be reflective throughout your production.

Comments from others eg audience, peers, tutors, client What methods did you use to obtain
feedback from the aforementioned people? How useful was this in your project development?

Finished product
As well as evaluating your planning and individual contribution to the project, you will also evaluate the
effectiveness of your finished advert. Your evaluation should cover the following points:

Fitness for purpose how suitable is the advert? What are is strengths and areas for development?

Clarity of communication what techniques did you use to communicate the brand identity and the
product to the audience? How effective do you believe you were in ensuring the audience is engaged with
the brand?

Appropriateness to audience Reflect back to your initial audience research and feedback. How does it
match what the audience said they would respond to? How do the comments your audience made reflect
your initial intentions to appeal to a specific audience?

Compared with original intentions How has your product changed over time? What creative decisions
did you make during the process and why did you decide to make them? To what extent do you believe
these decisions helped you create a better product?

Effectiveness of techniques What techniques did you use to sell the product (product and brad
placement, lifestyle choices, endorsements, humour, facts/figures etc) How effective were these in selling
the product to the audience?

Creative Media Production

Effectiveness of content How effective was the script you produced for the advert? Were there any
problems? How did you develop the script as your project developed?

Impact of work What impact has your product had on your client and its audience? You should measure
this with your audience and client feedback forms.

Technical qualities - How effective is your camera, editing and audio work? Are there any areas for
development here?

Aesthetic qualities How do you believe your product looks as a whole? How did you construct the mise
en scene to communicate meaning to the audience?

Your evaluation for both of the above sections should be typed with screen shots which will clearly
illustrate your evaluation.

Grading and assessment criteria

To achieve a pass grade: comment on own television advertisement production work with some

appropriate use of subject terminology.

To achieve a pass grade you will consider their own work in such a way that you move beyond merely describing
it. You will make evaluative comments about what you have done but these comments will be assertions that are
not supported by evidence or exemplification by using examples from your own work. You will typically
identify some technical flaws and make some reference to feedback from tutors, peers and client (if there is
one), but will not fully appreciate the reasons why the techniques are not effective. You will not be able to fully
conclude how you would have approached your advert differently based on your client feedback.
Conclusions are likely to be simplistic. Evidence will show a basic understanding of technical terminology but you
will generally be unsure about this vocabulary and will make fairly frequent mistakes when you do use it.

To achieve a merit grade: explain own television advertisement production work with reference

to detailed illustrative examples and generally correct use of subject terminology.

To achieve a merit grade you will explain what you have tried to accomplish and how
you have worked to try to achieve what you have set out to do. You will explain
decisions made and will exemplify these explanations through relevant and detailed
reference to your own work, though the examples they give will not be further
elucidated. For example, you may make reference to your own work however you
may not link your evaluative points to audience and client expectations. Evaluative
work will clearly explain strengths and weaknesses of technical aspects and refer in
detail to relevant feedback from tutors, peers and client (if there is one). You will use
technical vocabulary for the most part correctly, but may make mistakes or be unsure
about usages at times.
To achieve a distinction grade: critically evaluate own television advertisement production work

in the context of professional practice, with elucidated examples and consistently using subject
terminology correctly.

Evaluative work will fully explore the implications of feedback from tutors, peers and
client (if there is one) and demonstrate a sophisticated understanding of the devices
and techniques employed. You will make an accurate and critically objective
assessment of your own achievement with detailed reference to elucidated
examples taken from that work. You will make critical comparisons of your own work
with current or past practice in a relevant area (that is, the same genre or format as they
have worked in). You should be able to compare and contrast the techniques used in
professionally produced adverts you have looked at during assignment 1. Technical
vocabulary will be secure and used correctly and confidently at all times.

Creative Media Production

This provides evidence for P4, M4, D4

Assessor Feedback

Learner Feedback

Resubmission feedback (if appropriate)

Creative Media Production

Evidence checklist
[Summarise evidence required, e.g. leaflet, presentation notes etc.]

[tick
boxes]

Written report on the styles and techniques of television adverts.

Initial ideas portfolio with script for individual advert.
Audience and market research portfolio (cross reference with unit 2: Communication Skills for
Creative Media Production)
Video of presentation of research and advert concept to audience, peers and client
Collectively produced pre-production portfolio with clear indicators as to who has completed
Individually produced television advert
Individually produced self and product reflection
Sources of information
[insert useful publications, websites, etc.]
Textbooks
Baylis P, Freedman A, Procter N et al BTEC Level 3 National Creative Media Production, Student Book
(Pearson, 2010) ISBN 978-1846906725
Baylis P, Freedman A, Procter N et al BTEC Level 3 National Creative Media Production, Teaching Resource
Pack (Pearson, 2010) ISBN 978-1846907371
Ashby P and Keating E Television Killed Advertising (Oktober Books Ltd, 2009) ISBN 978-0955772832
Bignell J Media Semiotics (Manchester University Press, 2002) ISBN 978-0719062056
Branston G and Stafford R The Media Students Book (Routledge, 2006) ISBN 978-0415371438
Brierley S The Advertising Handbook (Routledge, 2001) ISBN 978-0415243926
Butterfield L Excellence in Advertising (Butterworth-Heinemann, 1999) ISBN 978-0750644792
Dibb S Marketing Briefs: A Revision and Study Guide (Butterworth-Heinemann, 2004)
ISBN 978-0750662000
Hardy P Filming on a Microbudget (Pocket Essentials, 2008) ISBN 978-1842433010
Hart J Storyboarding for Film, TV and Animation (Focal Press, 1999) ISBN 978-0240803296
Holland P The Television Handbook (Routledge, 2000) ISBN 978-0415212823
Jones C and Jolliffe G The Guerrilla Film Makers Handbook (Continuum International Publishing Group,
2006) ISBN 978-0826479884
Kindem G and Musberger G Introduction to Media Production: From Analog to Digital, 2nd Edition
(Focal Press, 2001) ISBN 978-0240804088
Klein N No Logo (Flamingo, 2001) ISBN 978-0006530404
Krisztian G and Schlempp U N Visualizing Ideas: From Scribbles to Storyboards (Thames & Hudson Ltd,
2006) ISBN 978-0500286128

Millerson C and Owens J Production Handbook (Focal Press, 2008) ISBN 9780240520803
Musburger R Single-Camera Video Production (Focal Press, 2005) ISBN 9780240807065
Pricken M Creative Advertising: Ideas and Techniques from the Worlds Best Campaigns

Creative Media Production

(Thames & Hudson,
2008) ISBN 978-0500287330
Robinson M The Sunday Times 100 Greatest TV Ads (Times Educational Services,
2000)
ISBN 978-0007111237
Samuel L Brought to You by: Post-War Television Advertising and the American Dream
(University of Texas
Press, 2002) ISBN 978-0292777637
Thurlow C Making Short Films (Berg Publishers, 2008) ISBN 978-1845208042
Tumminello W Exploring Storyboarding (Delmar, 2004) ISBN 978-1401827151
Watson J Media Communication: An Introduction to Theory and Process (Palgrave
Macmillan, 2008)
ISBN 978-0230535497
White R Advertising: What It Is and How to Do It (McGraw-Hill Higher Education, 1999)
ISBN 978-0077094584
Wilmhurst J and Mackay A Fundamentals of Advertising, 2nd Edition (ButterworthHeinemann, 1999)
ISBN 978-0750615624
Websites
www.adbrands.net information on leading agencies and advertisers in the worlds major
advertising markets
(with examples of their work)
www.artsandlibraries.org.uk Arts and Libraries
www.artscouncil.org.uk Arts Council of England
www.asa.org.uk the Advertising Standards Authority regulates the content of
advertisements, sales
promotions and direct marketing in the UK
www.barb.co.uk the Broadcasters Audience Research Board is the organisation
responsible for providing
the official measurement of UK television audiences.
www.bbc.co.uk provides access to related resources via its own sub-directory
www.bbctraining.com guides to radio, television, audio and video recording, web design,
post production
and journalism etc
www.bectu.co.uk the trade union for those working in broadcasting, film, theatre,
entertainment, leisure,
interactive media and allied areas
www.creativereview.co.uk online magazine for visual communication
www.englishandmedia.co.uk English and Media Centre website, containing resources
and publications
www.hsegov.uk the Health and Safety Executive
www.medialearners.com information about media industries, production
www.mediastudents.com information about media industries, production, qualifications,
and an extensive
database of links to other relevant sites
www.sharedteaching.com free website for tutors and learners
www.theory.org.uk/student-tips.htm website offering a set of original online resources
and relative links
www.thinkbox.tv the marketing body for the UK commercial television industry

Creative Media Production

Assessor's comments
Qualification

Edexcel BTEC Level 3 Subsidiary

Diploma in Creative Media
Production (Television and Film)
(QCF)

Assessor
name

Unit number and title

Unit 30: Advertisement Production of

Television

Learner
name

Criteria
reference
P1

To achieve the criteria the evidence must show that the learner is able to:
P1: describe structures and techniques of television advertisements with some appropriate use of subject
terminology

M1

M1: explain structures and techniques of television advertisements with reference to detailed illustrative
examples and with generally correct use of subject terminology

D1

D1: comprehensively explain structures and techniques of television advertisements with elucidated examples
and consistently using subject terminology correctly

P2

P2: originate and develop an idea for a television advertisement working within appropriate conventions and
with some assistance

M2

M2: originate and develop an idea for a television advertisement showing some imagination and with only
occasional assistance

D2

D2: originate and develop an idea for a television advertisement showing creativity and flair and working
independently to professional expectations

P3

P3: produce a television advertisement working within appropriate conventions and with some assistance

M3

M3: produce a television advertisement to a good technical standard showing some imagination and with only
occasional assistance

D3

D3 produce a television advertisement to a technical quality that reflects near professional standards, showing
creativity and flair and working independently to professional expectations

P4

P4: comment on own television advertisement production work with some appropriate use of subject
terminology.

M4

M4: explain own television advertisement production work with reference to detailed illustrative examples and
generally correct use of subject terminology.

D4

D4: critically evaluate own television advertisement production work in the context of professional practice,
with elucidated examples and consistently using subject terminology correctly.

Learner feedback

Assessor feedback

Achieved?

Creative Media Production

Assessor signature

Date

Learner signature

Date