This document is a summary of a lecture about radio advertising copywriting. It discusses common myths around radio advertising, key elements of effective radio ads including scripts, sound design and casting. It also covers how to effectively use humor in radio ads and considers the future of radio advertising. The lecture addresses topics like the high reach of radio, how to write radio scripts, the importance of sound design and casting voice talent, and how radio advertising may evolve in a multi-platform environment with more sophisticated technology.

1. Creativity and Copywriting
Lecture 8 - Radio

2. Lynn CS4029 Lecture 8
Creative
Thinking
Ad
Review
Commercial
Break
Lecture
(Part 2)
Lynn CS4029 Lecture 8
Lecture
(Part 1)
Wrap-Up
LECTURE
BREAKDOWN

3. Lynn CS4029 Lecture 8
Creative
Thinking
Ad
Review
Commercial
Break
Lecture
(Part 2)
Lynn CS4029 Lecture 8
Lecture
(Part 1)
Wrap-Up
Creative
Thinking
LECTURE
BREAKDOWN

4. Lynn CS4029 Lecture 8
2
I’ve chosen four random words: Fairy, Applause, Birthday, Diary.
3
“Growth”
Start with the simplest of the words and then proceed step by step to the more
complex. Explain the stages of growth and their feasibility.
1
You have 5 minutes to write down your thoughts.
Creative Thinking

5. Creative
Thinking
Ad
Review
Commercial
Break
Lecture
(Part 2)
Lynn CS4029 Lecture 8
Lecture
(Part 1)
Wrap-Up
Ad
Review
LECTURE
BREAKDOWN

6. Lynn CS4029 Lecture 8
Ad Review
Radio Ads
from Singapore

7. Creative
Thinking
Ad
Review
Commercial
Break
Lecture
(Part 2)
Lynn CS4029 Lecture 8
Lecture
(Part 1)
Wrap-Up
Lecture
(Part 1)
LECTURE
BREAKDOWN

8. Lecture 8: Spoken Word
Lynn CS4029 Lecture 8

9. Lynn CS4029 Lecture 5
Flickr user Tom Mrazek
The smart ones love doing [radio]. It
teaches you how to think clearly. You
can develop a style, learn how to cast
and direct properly, and how to work
with actors and actresses. Smart
writers always welcome radio work.
Jeff Goodby
“

10. Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8
Agenda
Myths of radio advertising
3 levers of great radio ads
Future of radio ads

11. Lynn CS4029 Lecture 8
Radio has high reach.
Myth Busted
Malaysia 94% Singapore 92%
MY: 18.1 hours
Nielsen Radio Audience Measurement Survey Time spent listening per week
SG: 18.12 hours
Source: Nielsen Radio Audience
Measurement

12. Lynn CS4029 Lecture 8
Myth Busted
23%
21%
17%
14%
10% 10%
8%
7%
6%
4%
Y.E.S. 93.3 Class 95FM Spotify 987FM Gold 90 FM Kiss Power 98 Love Warna Ria
Spotify is the 3rd largest ‘radio station’ in SG.
Spotify & TNS Research: Weekly Reach
N=2026 interviews
15-64

13. Lynn CS4029 Lecture 8
Myth Busted
39%
29%
22%
20%
18%
10% 9% 8% 7% 6%
Spotify 987FM Class 95FM Y.E.S. 93.3 Kiss Power 98 Gold 90 FM 938 Live Ria Wama
And, the largest ‘radio station for your age group.
Spotify & TNS Research: Weekly Reach
N=458 online interviews
15-24

14. Lynn CS4029 Lecture 8
Radio is visual.
Myth Busted
Photo Source: Museokeskus Vapriikki via Flickr

15. Lynn CS4029 Lecture 8
Myth Busted
Flickr user Michael Holler
Radio ads can be awesome!

16. Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8
Agenda
Myths of Radio Advertisements
3 Levers of Great Radio Ads
Future of Radio Ads

17. Lynn CS4029 Lecture 8
Radio Scripts
Sound
Casting
3 Levers
Humour

18. Lynn CS4029 Lecture 8
Radio Scripts
Sound
Casting
3 Levers
Humour

19. Think of radio writing as if you’re
writing a play, but without the first act.
Just jump right into act two and you’ll
put the audience in the center of the
action.
Margo Bergman
“
Flickr user Tom MrazekLynn CS4029 Lecture 8

20. Lynn CS4029 Lecture 8
ANNCR
Tag
VO
Bilboard (…)
Filter
3 Levers - Scripts
Key Terms

21. Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8
Write like you speak1
Register your brand2
Be emotive, especially in first 5s3
Focus on a single idea4
Be contextually relevant5
Image via Flickr user Flavio~
Don’t overdue it – underwrite! (2 words per second)6
3 Levers - Scripts
Best Practices

22. Avoid
3 Levers - Scripts
Staring an ad with, “I’m here at…” or “[Brand name] presents…”
Bleeping out the dirty words to show edginess
Corny jingles!!
Fake game shows, PSAs, call-in shows, and newscasts
The formula – comedic open: serious sales message: comedic close

23. Lynn CS4029 Lecture 8
Radio Scripts
Sound
Casting
3 Levers
Humour

24. Lynn CS4029 Lecture 8
SFX
Levels
Up and under
Up and out
Track
3 Levers - Sound
Key Terms

25. Lynn CS4029 Lecture 8
3 Levers - Sound
Give sound space - 2 -3.5 seconds for every sound effect1
No cacophony2
Don’t overdo it3
Set the scene quickly4
Best Practices

26. Lynn CS4029 Lecture 8
1 2 3 54
3 Levers - Sound

27. Lynn CS4029 Lecture 8
1 2 3 54
3 Levers - Sound

28. Lynn CS4029 Lecture 8
1 2 3 54
3 Levers - Sound

29. Lynn CS4029 Lecture 8
1 2 3 54
3 Levers - Sound

30. Lynn CS4029 Lecture 8
1 2 3 54
3 Levers - Sound

31. Lynn CS4029 Lecture 8
Radio Scripts
Sound
Casting
3 Levers
Humour

32. Lynn CS4029 Lecture 8
Image via Flickr user Brian Stalter
3 Levers - Casting
Best Practices
Ensure he/she really aligns with your voice1
Be flexible, but not a pushover2
Use the casting process to tweak the script3
Experiment with non-traditional voices4
Don’t overdo it5

33. Lynn CS4029 Lecture 8
3 Levers - Casting
Seek to know a range of people
relevant in local pop culture.

34. Lynn CS4029 Lecture 8
Radio Scripts
Sound
Casting
3 Levers
Humour

35. You don’t set out to be funny. You set
out to sell something.
A rookie error is to mistake a good
joke with a good ad.
Dan O’Day
“
Flickr user Tom MrazekLynn CS4029 Lecture 8
Luke Sullivan
“

36. Lynn CS4029 Lecture 8
10 Questions to Ask Yourself Before You Air a Funny Ad
By Dan O’Day
1. Is it funny the 1st time? What about the
20th time?
2. Does the comedy revolve around
someone’s need for the product/service?
3. When the listeners remember the comic
storyline will they remember the sales
message?
4. Is there a key moment that repeat
listeners can look forward to the next time
the ad airs?
5. Does the key moment come at or near
the end of the spot?
Humor
6. Does the ad avoid predictable
characterizations?
7. Is there a smooth build up of comic
tension?
8. Is there some sort of conflict to drive the
story?
9. Does it avoid a reliance on a catchphrase
made popular by another media message?
10. Does the humor accurately reflect the
image the advertisers wants to project?

37. Creative
Thinking
Commercial
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Lecture
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Lynn CS4029 Lecture 8
Lecture
(Part 1)
Commercial
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Wrap-Up
Ad
Review
LECTURE
BREAKDOWN

38. Lynn CS4029 Lecture 8
Commercial Break
http://radiomercuryawards.org/2016winners.cfm

39. Creative
Thinking
Commercial
Break
Lecture
(Part 2)
Lynn CS4029 Lecture 8
Lecture
(Part 1)
Lecture
(Part 2) Wrap-Up
Ad
Review
LECTURE
BREAKDOWN

40. Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8
Agenda
Myths of Radio Advertisements
3 Levers of Great Radio Ads
Future of Radio Ads

41. Lynn CS4029 Lecture 8
Future of Radio
What do you think the future
holds for radio?

42. Lynn CS4029 Lecture 8
Advertisers will move beyond the spot.
Future of Radio

43. Lynn CS4029 Lecture 8
Collaboration
Sophisticated tech
Curation
Future of Radio
Multi-platform

44. Creative
Thinking
Commercial
Break
Lecture
(Part 2)
Lynn CS4029 Lecture 8
Lecture
(Part 1)
Wrap-UpWrap-Up
Ad
Review
LECTURE
BREAKDOWN

45. That’s a wrap
Lynn CS4029 Lecture 8