Techniques in Print & Broadcast Advertising Creating Radio Advertisements

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

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

RC Production Process …Cont’d Production Taping (audio) Recording Post production Editing Sound effects

Production

Taping (audio)

Recording

Post production

Editing

Sound effects

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

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

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.

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.

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

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

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

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

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

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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)

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)

Common formats for RCs Slice of life (Problem Solution) Lifestyle Animation

Slice of life (Problem Solution)

Lifestyle

Animation

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

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Don’t forget AIDA sequence Format

AIDA sequence

Format