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  • 1. Spots
  • 2. Spots
    PSA’s Public Service Announcements
    Program promotional announcements (promos
    Sales advertising
    Why are we even thinking about this? Does she want us to shoot commercials? NO.
    We are going to make an ad for a web page.
  • 3. A Spot
    Selling an item, a business, a concept, a philosophy, or a need to be filled in some way through an interchange of money, time, or effort
  • 4. 10 seconds to 2 minutes
  • 5. Background Material
    Announcements, especially commercials, were not expected to contribute to radio when it first began at the start of the 20th century.
  • 6. AT&T
    First commercial radio station 1922 and sold airtime—the sponsor would have to develop the program.
  • 7. Why it’s good: Advertising strengthens the economy
  • 8. Audience Analysis
  • 9. Demographic
    Demographic groups arranged by age, income, education, gender, occupation and home location.
  • 10. Psychographic
    Psychographic groups arranged by lifestyle, personal interests, hobbies, attitudes, beliefs and political preferences.
  • 11. Goal: Master of Persuasion
  • 12. If you ad is to work, it must reach your audience, be accepted by the audience, and make it understand and react in a positive manner.
  • 13. Audience’s today have more control over viewing and listening habits.
  • 14. What are your rules of ethics?
  • 15. There are no hard rules of ethics?
  • 16. Making choices between good and bad? Fair and unfair, true and false, and responsible and irresponsible.
  • 17. Ethics are gray
  • 18. The Law
    Freedom of speech
    Deceptive advertising
    Copyrights and trademarks
    Break into groups and research and report on Canada’s understanding and laws regarding the above issues.
  • 19. U.S. Law Prohibits
    A broadcast hindering a war effort
    Obscene material
    Communication that incites acts of violence
    U.S. Patriot Law and how it affects Canadians?
  • 20. Writing Spot Copy
    Copywriting belonged originally to the art and science of creating the words and designs for print advertising. Since that time, the term has been attached to any writing of advertising materials, whether it is for print, electronic, or now digital advertising on the Internet.
  • 21. All spot writing may be compared to miniature dramas.
    Capture the audience’s attention
    Hold its interest
    Convince them to take action
  • 22. Strong Characters, Strong Storyline
  • 23. Explore ads and share your favorite
  • 24. What to Avoid?
    Passive verbs
    Gender-specific terms
    False claims, exaggerations, false testimonials, false depictions, and language and scenes in poor tast
  • 25. Copy Formatting
    The form the copy takes on the printed page signifies whether the writer is knowledgeable of professional writing techniques and standards or not.
  • 26. Even though the standards vary!
  • 27. Two Basic Formats
    Film style, single-column
    Television or AV format, double-column
  • 28. No matter the format, demonstrate that you have carefully written precise instructions.
  • 29. Sources
    No matter the format, demonstrate that you have carefully written precise instructions.