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
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 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.
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
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.
Ability to reach a segmented audience
High level of acceptance
Lack of visuals
Scheduling and buying difficulties
Lack of control
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
TV commercial production
‘ 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
Television programs and Commercials: there are four kind of programs offered on television:
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.
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
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.
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.
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 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
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
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.
Ability to use humor