Radio Ad

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Radio Ad - Presentation Transcript

  1. Techniques in Print & Broadcast Advertising Creating Radio Advertisements
  2. RC Production Process
    • Pre-production
      • Arrangements and preparation for production
      • Scriptwriting
      • Talent-casting (workshop)
      • Jingle composition
        • Writing of a study script which includes all necessary copy points
        • Jingle writer make s final interpretation
  3. RC Production Process …Cont’d
    • Production
      • Taping (audio)
      • Recording
    • Post production
      • Editing
      • Sound effects
  4. Radio Commercials
    • Length: 10s, 15s, 30s or 60s.
    • English: 6 syllables/second
    • Filipino: 10 syllables/second
    • Or:
      • 10s:20-25 words
      • 20s:40-45 words
      • 30s:60-70 words
      • 60s:130-150 words
    • Radio Commercials cater to varied segments
  5. RC Essentials
    • To be heard, an advertising message must be catchy, interesting and unforgettable.
    • The RC must communicate key messages about the product
    • Put appealing propositional benefit into layman’s terms (memorable, entertaining)
    • Theater of the mind- put copy in terms of a story
    • Listeners decide within 5 to 8 seconds if they’re going to pay attention.
    • Radio copy must be intrusive but not offensive.
  6. Parts of a RC (Think AIDA!)
    • 1 second silent space
    • Exposition (define scenario)
      • Special sound effects or “peripherals”
      • No more than 3-5 seconds
      • Eg. Lifestyle of prospective buyers; should be identifiable with target market/consumers
  7. Parts of a RC …Cont’d
    • Main dialogue-elaborate on the message
    • Call to action-Eg. “Try it now!”
      • Approx. two seconds
    • Product tagline-1 second
    • Miscellaneous-government regulations, disclaimers
    • 1 second silent space
  8. Instructions for Radio
    • VO: Voice over AKA announcer
    • SFX: Sound effects
    • DAU: Down and under. Sound effects fade as voice comes on.
    • UAO: Up and over. Voice fades as sound effects come on.
    • FADE IN- getting louder
    • FADE OUT- getting softer
    • FADE IN AND OUT
    • FADE IN AND UNDER-get loud and becomes background throughout the commercial
    • CROSS FADE-for 2 peripherals and sound effects
  9. Creating Effective RCs
    • Make the big idea crystal clear.
      • Concentrate on one main selling point. Radio is a good medium for building brand awareness, but not for making long lists of copy points or complex arguments.
    • Mention the advertiser’s name early and often.
    • Take the time to set the scene and establish the premise.
  10. Creating Effective RCs
    • Use familiar sound effects.
      • Ice tinkling in a glass, birds chirping, or a door shutting can create a visual image. Music also works if the meaning is clear.
    • Paint pictures with your words.
      • Use descriptive language to make the ad more memorable.
    • Make every word count.
      • Use active voice and more verbs than adjectives. Be conversational. Use pronounceable words and short sentences.
  11. Creating Effective RCs
    • Be outrageous.
      • The best comic commercials begin with a totally absurd premise from which all developments follow logically. But remember, if you can’t write humor really well, go for drama.
    • Ask for the order.
      • Try to get listeners to take action.
  12. Creating Effective RCs
    • Remember that radio is a local medium.
      • Adjust your commercials to the language of your listeners and the time of day they’ll run.
    • Presentation counts a lot.
      • Even the best scripts look boring on paper. Acting, timing, vocal quirks, and sound effects bring them to life.
  13. Common formats for RCs
    • Straight Announcement
      • Announcer delivers the sales message.
      • Can be designed as an integrated commercial (woven into a show or tailored to a given program)
    • Presenter Commercial
      • Uses one person or character to present the product and carry the sales message.
      • A radio personality may ad lib an ad message in his or her own style.
  14. Common formats for RCs
    • Testimonial
    • Demonstration
    • Musical commercials or jingles
      • Variations: Entire message may be sung; jingles may be written with a donut in the middle (a hole for spoken copy); or orchestras may play symphonic or popular arrangements.
      • Musical logo (Eg. Nokia and Intel)
      • Should have a hook (part of the song that sticks in your memory)
  15. Common formats for RCs
    • Slice of life (Problem Solution)
    • Lifestyle
    • Animation
  16. Creative Ways to Sell on Radio
    • Product Demo
      • The commercial tells how a product is used or the purpose it serves.
    • Voice power
      • A unique voice gives the ad power.
    • Electronic sound
      • Synthetic sound-making machines create a memorable product-sound association
  17. Creative Ways to Sell on Radio
    • Customer Interview
      • A spokesperson and customer discuss the product advantages simultaneously
    • Humorous fake interview
      • The customer interview is done on a lighter vein
    • Hyperbole (exaggeration) statement
      • Overstatement arouses interest in legitimate product claims that might otherwise pass unnoticed, often a spoof.
  18. Creative Ways to Sell on Radio
    • Fourth Dimension
      • Time and events are compressed into a brief spot involving the listener in future projections.
    • Hot property
      • Commercial adapts a current sensation, a hit show, performer or song.
    • Comedian power
      • Established comedians do commercials in their own unique style, implying celebrity endorsement.
  19. Creative Ways to Sell on Radio
    • Historical fantasy
      • Situation with revived historical characters is used to convey product message.
    • Sound picture
      • Recognizable sounds involve the listener by stimulating imagination.
    • Demographics
      • Music or references appeal to a particular segment of the population, such as an age or interest group.
  20. Creative Ways to Sell on Radio
    • Imagery transfer
      • Musical logo or other sound reinforces the memory of a TV campaign
    • Celebrity interview
      • Famous person endorses the product in an informal manner
    • Product song
      • Music and words combine to create a musical logo, selling the product in the style of popular music.
  21. Creative Ways to Sell on Radio
    • Editing genius
      • Many different situations, voices, types of music, and sounds are combined in a series of quick cuts.
    • Improvisation
      • Performers work out the dialog extemporaneously for an assigned situation. May be postedited.
  22. Don’t forget
    • AIDA sequence
    • Format

+ Largest Catholic UniversityLargest Catholic University, 2 years ago

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Techniques Lesson 7: Creating Radio Advertisements

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