• The Power of Promotion

    How small commercials make big ratings (storytelling trailer)


You will achieve these learning objectives:

“How does advertising work?” – In this training course, you will learn the basics and mechanisms of on-air promotion.

A family of stations broadcasts around 20,000 trailers per year. Single and episode trailers, trailers, special advertising formats and numerous program and image campaigns – all with the aim of whetting viewers’ appetites for our program and transporting the station brands into their living rooms.

How do these small works of art manage to touch and inspire consumers emotionally in just a few seconds?

What types of trailer are there, what tasks does a trailer have and how do we fulfill them?

You will learn about the production process in trailer production and the job profiles behind it.

The basis of a good trailer is the briefing. How do we get from the basic data to the creative briefing and what are the components of a briefing?

Precise implementation of our concepts is crucial for the success of a trailer. What design elements are there and how do you master the challenge of telling an exciting story for 90 minutes in 30 seconds? We deal with the design and structure of trailers.

Last but not least, every trailer needs a precise text. What do creative text concepts look like, what tasks does a trailer text have and what do’s and don’ts apply to a good advertising text?

The most important key data at a glance:

  • Level: Beginner
  • Duration: 3 days
  • Appointments: By arrangement
  • Location: D/A/CH area
  • Your trainer: Wolfgang A. Hess


A. Theoretical introduction

1. on-air promotion – the basics

1.1. Trailer types

1.2. Tasks of a trailer – an excursion into advertising and consumer psychology
– Sender marketing objectives
– Transmitter brands
– Audience needs
– Effects of on-air promotion
– Stimulus processing vs. attention
– Strategies to increase the perception of trailers
– Formal design options in trailers

1.3. The production process of a trailer
– Workflow
– Job profiles in on-air promotion
– Media planning tasks
– Findings from current trailer trackings

2. briefing – the basis of a good trailer

– From the basic data from marketing to the creative briefing
– Components of a complete briefing
– Dealing with the briefing in practice

3. big idea – the development of extraordinary ideas

– What must a concept achieve?
– Rules for creative teamwork
– Creativity techniques
– Dealing with creative blocks
– Presentation of concepts

4. implementation

– Design elements / Tonality
– 90 minutes in 30 seconds – the approach
– Design and structure of a trailer
– Storytelling trailer
– Conceptual trailers
– Still image trailers – protection of minors in on-air promotion

5. music in the trailer

6. text in the trailer

– Successful text concepts
– Tasks of a good trailer text
– How much text can a trailer take?
– Do’s and don’ts of advertising copy

7. tips & tricks for a precision landing when marketing a channel

8th screening: national and international trailer examples

B. Practical part

Conception and editing of a fictional trailer (cinema, TV or web) according to the storytelling principle in different groups by implementing different briefings.

Participants will gain a practical insight into the work of a writer/producer and at the same time learn how to deal with the important interface to station marketing.

Film material and short descriptions of the film with relevant background information are provided.

Work steps:

1st briefing
2. conception
3. sifting/stapling the film material, if necessary. Rebriefing
4. music selection
5. rough & fine cut
6. practical application of the learned design tools for trailers

– Cutting rhythm
– Original sound / Music / Sound effects / Atmo
– Compositing / Color correction
– Typotrailer
– Image-text scissors / Image-sound scissors
– Typo animation and cutouts and much more.

7. image post-processing with effects, typo animations etc.
8. sound post-processing
9. packshot design
10. text creation
11. dubbing and sound mixing
12. presentation of the produced trailers / discussion & analysis

  • Exercise material during the workshop
  • Detailed handout (approx. 160 pages)
  • Abstract of the most important points (approx. 25 pages)
  • Checklist for successful trailers
  • Certificate of participation
  • Feedback forms for evaluation
  • Advanced knowledge of MediaComposer, Final Cut or Premiere Pro
  • Basic knowledge of effects editing with Photoshop and After Effects
  • Knowledge of image and sound post-processing
  • Knowledge of image and sound post-processing
  • Television basics


Are you interested?

Get in touch with us or request our callback!

+49 (0)89 998 07 998


Please enable JavaScript in your browser to complete this form.
I hereby expressly consent to the use of the data I have entered for the purpose of contacting me. Information on the processing of your personal data as part of the application process can be found in our privacy policy.


Wolfgang A. Hess Media Innovations

Nördliche Münchner Straße 2A
82031 Grünwald
+49 (0)89 998 07 998

© Copyright - Wolfgang A. Hess Medien-Innovationen