Updated 8.12.14
Advertising & Media Checklist
Guidance for ad production, use, sharing, and re-use
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Attribution on Ads
 Print Language
Made possible with funding from the Centers for Disease Control and Prevention.

Spoken Language
Sponsored by the Centers for Disease Control and Prevention… (and xxx Department of Health)
Provided by the Centers for Disease Control and Prevention… (and xxx Department of Health)

Minimize number of talent/voiceovers used to lower reuse costs
 Large numbers of talent drive up the cost to maintain the ad and could make it too
expensive for future use, even if fees are renegotiated at low rates.
 Use extras instead of on-camera principals whenever possible to keep future costs low.
Extras are paid session fees, but no residuals for future use.
 Examine the possibility of animated ads—these ads can have a longer “shelf life,” are less
likely to look dated, and are easily adaptable to other languages. Animations require only
off-camera voiceover talent, which costs less at production and for future use.
 When possible, consider professional, non-union talent/voiceover. Non-union talent is less
expensive in most cases and negotiating a full buy-out is more easily negotiated so future
use will not require additional talent fees.

Buy-out talent, music, photography, illustration rights up front

Request complete buyout agreements of time and unlimited future use whenever possible
for copyrighted items and talent not governed by union contract terms. This is usually not a
significant cost if terms are negotiated prior to awarding the job but is expensive to
renegotiate after the initial term. Items that may be covered by contract or copyright may
include: talent, music, illustrations or photography.

Ensure work is as “evergreen” as possible
 Try to make ads that can be used year round and over several years and not just at a certain
time or place. (Ex. Snow on the ground may restrict the ad to only being used in certain
regions or season).

Include versions for people living with disabilities (508 compliance/ADA compliance)
 If you are planning to share your television ads or PSAs plan ahead and include closed
captioning. These files should be submitted in .xml and MP3 formats.
 Radio/audio ads and PSAs should include a PDF transcript with submission.
 For print materials, include a PDF for digital readers.

Develop evergreen materials (use season to season and/or year to year, long shelf life)
 Live read radio spots
 Produced TV and radio ads and PSAs
 Print ads to be run in partner format
 Fact sheets
 Web site banner ads and badges etc.
 Usability testing of web site
**Monitor the expiration date of talent fees and renew the talent prior to expiration.**
Updated 8.12.14

Develop partner-ready materials & services
 Swiss cheese articles – long and short form that partners can customize
 Partner listserv
 Content syndication for websites, social networking sites, newsletters etc.
 Cross linking with partner sites
 Disperse the work among partners (PIOs, media, hospital PR department, etc.)
Agency Wrap Up

Get generic/non-tagged versions


The cost for an extra version of the ad is minimal when planned for prior to production—it is
much more expensive to do additions and edits after production.
Tobacco: Consider requesting a 1–800–QUIT–NOW version for cessation ads that would be
difficult to edit after production (e.g., an animated TV ad where the number would be
difficult to replace in a simple end frame or a radio ad that repeats a number throughout the
spot.

Gather documentation
 Agency contact lists
 Research instruments & reports
 Cast reports, performance contracts, W-4s
 Placement/reach/impression reports for web, paid and earned media—periodic and final—
include publicity value
 Added value report including reach and value and contacts
 Scripts/transcripts
 Trademark/copyright information
 Expiration date of talent fees

Gather media
 DVDs, CD-ROMs
 Finished and raw footage
 Union determinations
 Web site(s) signed over to health department or a partner, as appropriate
 Media File Formats needed to share and reuse ads
TV Ads
o
o
o
o
Electronic - Uncompressed .mov (Quicktime) file, AVI files (audio files), .xml (closed caption),
mp3
Betacam SP
DVD – Uncompressed .mov (Quicktime) file, AVI files (audio files), .xml (closed caption), mp3
.xml (closed caption)
Radio Ads
o
Electronic file – mp3
o
CD-ROM – mp3
o
PDF transcript
Print/Billboard/other: 300 dpi GENERIC file of each ad saved as layers
o
Electronic file - .pdf, .jpg, .tiff
o
CD-ROM
o
PDF for digital readers