Editing can change the length, message, and mood of a video which makes it an effective medium for multi-platform use. A video can be used to tell a brands whole story or just an idea of what the brand is about. Editing can also be used to create unique messages from the same footage. This means that multiple ads with different messages can be created from the same footage by editing it together in a new order. A/B testing can be used to determine which advertisements are most effective and resonate with viewers more. These results can make the process of creating new ads and choosing existing ads to run more efficient.

Length

The platform on which an advertisement is intended greatly impacts the ideal length of the ad. On social platforms such as Instagram and Facebook an ad is most effective when it is 15 seconds or less. This is because people are more inclined to stop and watch a shorter ad while scrolling through their feed. 

When creating a short social media ad don’t try to tell a brand’s entire story because there is simply not enough time. Instead, focus on specific aspects of the brand and make separate videos for each. When piecing the ad together, the brand name or logo should appear within the first couple of seconds to ensure that it is seen even if the viewer scrolls by the ad.

An advertisement on a brands website can be as long as desired however it is more effective to create an ad that doesn’t exceed a few minutes. This increases the likelihood that a viewer will watch the video in its entirety. This video should go deeper into a brand’s history, story, and personality.

A television advertisement is typically 15 to 30 seconds in length. These advertisements can tell a short story about the brand and introduce the brand to the viewers. These ads need to be strategically placed. To strategically place an ad a brand must identify its target audience and run the ad in a place and during a time when this audience will be watching.

Message

The message of an ad can change and be reworked by editing the pieces of the ad together in a different way. Shot sequences, on screen words, and voice overs all contribute to the message of an ad. Reworking these pieces can create multiple advertisements with unique messages that work together to create a cohesive whole. 

Mood

The mood conveyed by the advertisement can be established using editing. To determine what the mood of an advertisement should be, the brand’s personality and the intended message should be taken into consideration. For example, a funeral home would most likely not create an ad that is upbeat and quickly edited.  

One way to establish a mood in an ad is by using fast or slow edits. A fast edit involves shots that are a couple of seconds or less. In some cases a particular shot may only appear for a few frames. These quick cuts can create the feeling of a fast paced and exciting advertisement. Slow edits involve shots that are more than a couple of seconds long. These edits create the feeling a slower paced more relaxed video. 

Another way to create a mood in piece is choosing a piece of music and editing to its beat. Editing to music can create a more cohesive mood and be more pleasing to watch. A video that is intended to have a more relaxed feel should be edited to a slower paced piece of music. A video that is intended to have an excited feeling should be edited to a more upbeat piece of music.

Senior Year 

During my time at JWU, I studied Advertising & Marketing Communications.  I always had an interest in social media but never thought of how I could go into it as a job after college.  I genuinely enjoyed my marketing classes and working with people and I knew that this field would be the right fit.  All my classes were up to date and relevant to today’s trends and insights.  

During my senior year at JWU, I took a social media marketing course which sparked my interest in moving toward that type of marketing.  My professor recommended that I apply for an internship at PMC since she had students intern there in the past.  Before I knew it, I was interviewing for an internship.  It’s always good to be proactive and talk to your professors or people you know because it could lead to amazing opportunities.   

My Internship

I began my internship with PMC in March of 2019.  My internship experience not only helped me build my portfolio, but most importantly, made me realize that social media marketing was exactly the career path I wanted to pursue after graduation.  My hands-on work experience at PMC was something that I didn’t get from class lectures and group projects. During my role as an intern, I created social media content for several of PMC’s clients, contributed to client meetings, wrote blogs, created analytic reports for and collaborated with the social media team on multiple projects.  I was able to ask questions and receive feedback from those working directly in the industry, as well as develop relationships with the PMC team.  Interning helped me learn that I liked working in a boutique agency setting with a tight-knit group of people.  

Q&A with Kendra 

Q: How many internships did you complete while at JWU? How was PMC’s internship program different from others? 

A: I completed three internships while studying at JWU.  PMC’s internship program was by far the biggest learning experience and the most involved I’ve been in a company.  They treat their interns as they would any other member of the team and involve you in every project.  

Q: Was it difficult doing an internship in addition to your classwork? 

A: I didn’t find it difficult balancing school and an internship.  Time management is a huge skill that I’m lucky to have developed.  I spent about 18 hours a week at PMC.  The days that I wasn’t at PMC I was at school and would always set aside time at night and on the weekends for studying and homework. 

Q: What was your favorite part about interning at PMC? 

A: My favorite part of being an intern was how quickly I was able to feel like part of the team.  Everybody was incredibly welcoming and really helped me learn a lot.  You’re not just another body that fills a desk when you’re at PMC! 

Q: When is a good time to start looking for an internship? 

A: I started looking for internships during my junior year.  This is a good time in my opinion because you’ll have taken enough classes in your major to go into your internship with some knowledge.  Internships are great for figuring out what career path you want to follow after graduation. 

Q: What do you love most about being a member of the PMC team? 

A: Hmm… well, I’m not sure if I can only pick one thing.  Being located on Main Street is a plus – so many coffee shops for a 2pm coffee run!  PMC ends the day on 2:30 on Friday’s which is a nice kick-off to every weekend.  Each department is always collaborating with one another and we all get along great!  Lastly, I can’t forget the boss… he’s super awesome.  A second family to say the least! 

Hard Work Pays Off 

After my internship with PMC ended in May 2019, I interviewed for a Social Media Strategist position.  Before I even went in for my interview, I knew I wanted to continue working within this company.  I was offered a full-time position and I started in June.  My internship made my transition to full-time so much easier since I was already familiar with several clients and knew everyone on the team.  

Internship Opportunities at PMC 

If you have an opportunity to complete an internship, I strongly encourage you take it!  It’s your hands-on work experiences that companies are going to look for when you apply to full-time jobs after graduation.  PMC Media Group is a creative, full-service advertising agency.  Contact us at (401)-667-7777.