 Broadcast advertising
Broadcast advertising is radio and television commercials. Broadcast media reaches a broad
audienc...
Steps in radio Campaign
1. Budget for each city used. This is determined according to market potential, etc.
2. Programs, ...
‘ like radio, television message can be transmitted wither “live or “transcribed”. In either case, live
broadcasting invol...
live broadcast. Video tape can played immediately, unlike film, which may take weeks to be
developed or printed.
Popular t...
Television Disadvantages
 Production costs
 Clutter
 Wasted reach
 Inflexibility
 Intrusiveness
 Short lived
Advanta...
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Broadcast advertising hard copy

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Broadcast advertising hard copy

  1. 1.  Broadcast advertising Broadcast advertising is radio and television commercials. Broadcast media reaches a broad audience. Radio and television broadcast advertising is known as mass marketing. Broadcast advertising persuades consumers of the benefits of advertisers' brands. Organizations such as the Federal Trade Commission (FTC) monitor television and radio commercials to make sure advertisers and broadcasters aren't making false claims that may mislead consumers into buying their products. Radio and television stations must ensure commercials meet FTC standards before broadcasting them. Broadcast refers to the dissemination of a program or message by radio or television waves. The term “broadcast “ arose as a result of the practice of the united states navy officials who ordered naval messages “broadcast” to the various fleet units during the early days of radio communication. Radio Advertising  Radio has been an integral part of our culture. In some ways it touches the lives of almost everyone, everyday. Radio as a medium, offers a form of entertainment that attracts listeners while they are working, traveling, relaxing or doing almost everything.  The radio has become a powerful and effective advertising medium. Radio advertising has gone long strides since its inception tool of advertisers. Successful radio advertising is based on the pleasure and satisfaction afforded the listeners .  Radio demands that your writing be given free reign, because if you don’t choose unusual techniques to break through typical listening habits, the radio audience won’t “hear” you. RADIO programs may be classified broadly, as: 1. Musical- orchestral or band concerts or other forms of entertainment are presented under the auspices or sponsorship of certain business enterprises. 2. Dramatic 3. Educational- the advertiser, takes the opportunity to impress upon his audience, the name of the business trade name and to give a short description of the product. 4.Quiz- a popular quiz contest program provided a natural and legitimate opportunity to mention the name of the product being advertised some 37 times during a hour broadcast. 5. News broadcast- This is often done by giving news items to of general interest or by presenting specific facts about the business or the product in an unexpected and chatty style. Two keys to success in radio advertising: 1. People forget 60% of what they learn within a half day. 2. The more repetition, the better retention. Basics of writing of radio: . Attracting attention · Establishing the setting and characters · As quickly as possible, communicating the main message · Employing an execution technique to increase memorability · Ending with an end point
  2. 2. Steps in radio Campaign 1. Budget for each city used. This is determined according to market potential, etc. 2. Programs, spot announcements, or both? 3. Availabilities. Obtain available time periods from stations or representatives. 4. Order time, obtain confirmations, issue contracts, forward commercials to stations. Radio advantages  Ability to reach a segmented audience  Affordability  Frequency  Flexibility  Mental imagery  High level of acceptance Disadvantages  Listener inattentiveness  Lack of visuals  Clutter  Scheduling and buying difficulties  Lack of control Television Advertising  Television is often called the “king” of the advertising media, since a majority of people spend more hours watching TV per day than any other medium. It combines the use of sight, color, sound, and motion… and it works. TV has proven its persuasive power in influencing human behavior time and time again. But it is also the “king” of advertising costs.  The television Is a strong sales medium because a larger measure of personal salesmanship can be possible with it than other media. TELEVISION: WHEN ACTION and WORDS MEET  Television is still the most effective, dynamic advertising medium if your message has to impact the most number of people in a short span of time.  Television is probably one of the country’s most popular pastimes and unlike radio which is background noise, or print which has to b purchased, people sit down to purposely watch television. It’s free. It’s stimulating. It’s where the action is. Writing advertising for television It requires that you understand the medium enough to take advantage or what it can offer. Television Is as close as you can get to actually being in front of a consumer to demonstrate your product. Television is as close cousin of film making and employs much the same techniques in story telling. TV commercial production
  3. 3. ‘ like radio, television message can be transmitted wither “live or “transcribed”. In either case, live broadcasting involves around spun or action as it takes place in the studio at the moment of transmittal. Television programs and Commercials: there are four kind of programs offered on television: These are: 1. Studio production- vaudeville, drama, musical comedy and the like made for television 2. Simulcasts- the simultaneous television pick up of AM and FM radio programs. 3. Remote pick up- sports events and the like. 4. Motion picture films. In delivering television commercials, there are 5 methods used: 1. Straight- a direct commercial announcement. 2. Novelty- use of puppets, dancing packages and the like. 3. Demonstrations of product and services 4. Indirect commercial- the product is shown in shown in subtle fashion while the program is in progress, being used for example as a back drop, or as part of the stage prop. 5. Dramatic- playlet ending in a sales situation for example. Television commercial The creator of a television commercial thinks in terms of three dimensions: rime, budget, and idea. Ofthese, time is the most inflexible; budget the most oppressive; and idea, the most challenging. Ways of putting the TV commercial on the Air. When a commercial is broadly directly at the moment it is spoken or enacted, it is said to be a live commercial. The most frequent use of the live commercials is on local, non, network news, and weather reports. They are also used on personality and feature programs, when the local announcer or personality deliver’s the advertisers message. Film Commercial Most commercial are on film, which enables the advertiser to satisfy himself before releasing it to as to exactly how his commercial will he presented. A whole series of commercials can be filmed at one session at a time. Furthermore, film enables advertiser to take advantage of a greater realm of visual techniques. Jingle A jingle which may be described as “any pleasing succession of rhythmical sound in a verse can present the name of the product and it’s slogan in a pleasing, memorable way. Some jingles have proved popular esp. the children so much so that when they sing from time to time the name of the advertised products become the household lingo. However, there are jingle that are not appropriate for certain products so that using them brings about negative effects. Video Tape Video tape is a method of reproducing the picture and sound of a live performance electronically fro a two inch tape with such reality that most people cannot distinguish it from
  4. 4. live broadcast. Video tape can played immediately, unlike film, which may take weeks to be developed or printed. Popular television Formats The slice of life  It’s a peek into the real world.  Most commonly, it portrays a little episode set in the familiar setting of everyday life.  Copy for the slice of life has to work hard- to be believable, to escape tedium and boredom, to carry a story through. The execution is familiar and usually easy to understand . but because it is potentially ordinary looking and visually boring, the slice of life format best relies on interesting characterization and twists and surprises in the plot to sustain interest. THE PRODUCT DEMONSTRATION  Commercials as these capture the product at work- usually in some extreme condition in torture test, or up against an unnamed competitor. These spots are powerful because they plainly prove product superiority. The best product demos are the ones consumer can and prove to themselves in the privacy of their own homes. This is not to be confused with the demo portion in a lot of commercials which take a break right in the middle of the story to talk about the product. THE VIGNETTE COMMERCIAL  These are commercials without a much of a linear storyline, but rather are series of different moments from different scenes. Edited in sequence, they project a mood, or celebrate a product’s benefit. An “MTV treatment” would probably fall under this category. Commercials as these are wonderful opportunities to show off cinematic, musical and editing techniques. THE TALKING HEAD Quite plainly, it’s commercial that focuses on a person talking straight to the camera. These spots can be very convincing and sincere. THE CELEBRITY ENDORSER  Much like a “talking head”, but this time, you can peg a name, a personality and a whole history behind the talking face. Advertisers will pay big money for these names they provide the brand instant familiarity, following and the trust of their words promise. If they say, it must be so. A perfect match must always be made between product and endorser. Popularity is not only in gauge. Even writing celebrities to mouth , it is important to get into the performer’s shoes. Write words that he or she would believably say. Focus on a known facet of the celebrities so that the audience can have a bit of reality to latch on to. THE MAN ON THE STREET INTERVIEW  Or vox populi, the voice of the people. These are the commercials where a product representative accosts to ordinary people to talk about the product. The strength of this commercials is that the words come directly from real people that the consumer can easily relate with. You have a winner if the consumer , unprompted, would mouth a witty memorable line with utmost sincerity in his face.
  5. 5. Television Disadvantages  Production costs  Clutter  Wasted reach  Inflexibility  Intrusiveness  Short lived Advantages  Pervasiveness  Impact  Ability to use humor  Demonstrate ability

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