Radio Ad


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Techniques Lesson 7: Creating Radio Advertisements

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Radio Ad

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