Chapter 4 (commercials)

1. COMMERCIALS AND
ANNOUNCEMENTS
Chapter 4

2. Rough Draft –
A Hurricane

3. To be persuasive we must be
believable; to be believable
we must be credible; to be
credible we must be truthful.
Edward R. Murrow

4. I. Codes And Commercials
A. Local Managerial Decisions
B. Network Guidelines
1. Script and storyboard
submitted in advance

5. 2. Claim substantiation
a. integrity of the
advertiser
b. support of claims
(authentication)
c. product and service
availability

6. 3. final version submitted
for review
4. comparative advertising
5. “bait and switch”
C. NAB Code Guidelines once
advocated

7. D. Forbidden Products
E. Unethical Products
F. Lotteries
G. Children’s Advertising
H. Personal Products
I. Religious Advertising

8. II. Ad Agency Commercial
Development
A. Solicitation or Client Inspired
B. Account Executive
C. Copywriter (Art Director/
Graphics)

9. D. Production Manager
E. Creative Director
F. Producer
G. Marketing/Traffic
H. Distribution

10. III. Types Of Commercials
(Radio)
A. Straight Commercial
B. Multi-Voiced Commercial
C. Dialogue Commercial

11. D. Dramatized Commercial
E. Device/Gag Commercial
F. Musical Commercial
G. Integrated Commercial
(Product Placement)
F. Pop-In Commercial

12. IV. Using Appeals In
Commercials
A. Rational Appeals (SPACED)
B. Emotional Appeals
(HICCUPSS)

13. V. Validation Of Commercials
A. ReviewingYour Written
Commercial
1. Does it make sense?
2. Is the copy sincere?
3. Put yourself in place of
your audience

14. B. Final Checklist
1. Don’t be irrelevant
2. Don’t be nasty
3. Don’t stay ugly
4. Don’t make saints

15. VI. Television Commercials
A. “Show andTell” Medium
B. Cost
C. Name Recognition

16. VII. Public Service
Announcements
A. PSAs Must Be Creative
1. The product is often an
intangible

17. 2. The product often asks
more of the audience
3. No money is involved

18. B. Writing the PSA
1. Keep it all together
2. Don’t re-wage the
crusades
3. Stodginess stinks
4. The station is your public,
too

19. C. Television PSAs
1. March to the beat of the
station’s drummer
2. One concept to a
customer, please

20. 3. Believability is not an option
4. Don’t smother the visual
5. Don’t sermonize

22. Success is how high you
bounce after you hit bottom.
George Patton