Radio Ad

Radio Ad

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