1. Creating Broadcast Advertising
Chapter 13
Creating Broadcast Advertising

2. Chapter Learning Objectives
Describe the characteristics and tools of radio commercials.
Explain the elements and message characteristics of television commercials.
List other TV and film message forms that use broadcast techniques.
Discuss the roles of the creative team and explain the duties of a broadcast copywriter and art director.
Identify the critical steps in planning and producing broadcast commercials.
Summarize how businesses use the Web to advertise.

3. Radio Commercials Radio is an entertainment medium.
Most personal of all mass media.
Use of imagery leads to high levels of attention, and positive general attitudes towards ads.
Message Characteristics of Radio
Relies very heavily on talents of the copywriter.
Appeals to special music interests, especially to teenagers.
Seldom has all of one’s attention; ability to remember facts about ads is difficult.

4. Radio Tools Tools Used to Develop Messages Voice
Most Important Element
Since There Are No Visuals
Music
Creates Moods, Can Be Original, Syndicated, or Previously Recorded
Tools Used to
Develop
Messages
Sound Effects
Restraint Usually a Good Rule When Using

5. Station Break
Go to the Radio Advertising Bureau Web site at and listen carefully to the radio commercials provided.
What makes for a successful radio commercial?
What do all successful radio commercials have in common?
Which was your favorite commercial? Why did it appeal to you?
Note: There are many interesting activities on this Web site, feel free to be creative with it and explore.

6. Elements of Television Commercials
Video
Dominates Message
Perception.
Use Visuals and
Motion to Convey
Message.
Audio
Music,
Voices,
Sound Effects
Television Commercials Can Achieve Audience
Acceptance if They are Well Done

7. Message Characteristics of Television
Action
Moving Image That Makes TV More Mesmerizing
Differences in Impact Between Radio and TV Include:
Emotion Commercials Can be Entertaining, Diverting, Amusing, and Absorbing
Demonstration
Seeing is Believing; Credibility

8. Other TV and Film Advertising
Advertisers Have Discovered Many Different Ways of Marketing Communication.
Infomercials
Longer-Format
Commercials of 2,5,
or 30 Minutes
Videos
Used for Product Literature,
News Releases, Direct
Marketing & Training Films
Brand Placements
Linking Branded
Products to Films and
TV Shows
Movie Trailers
Filmed Commercials That
Run Before the Featured
Movie

9. The Creative Team (Tab. 13.2)
Editor
Copywriter
Musicians
Art Director
Creating a National Radio or TV Ad Requires a Number of People Such As:
Producer
Arranger
Director
Composer

10. 1. Identify your sound effects.
2. Use music as a sound effect.
3. Build your commercial around a sound.
Guidelines for Radio Copywriters to Create Vivid Images in Listeners’ Minds
4. Give yourself time (fight for 60-second spots).
5. Consider using no sound effects.

11. 6. Beware of comedy.
7. If you insist on being funny, begin with an outrageous premise.
8. Keep it simple.
Guidelines for Radio Copywriters to Create Vivid Images in Listeners’ Minds
9. Tailor your commercial to time, place, and specific audience.
10. Present your commercial to your client on tape, if possible.

12. Television Copywriting
Images must be fused with words to present not only a creative concept, but also a story.
Audio and visual message must work together to develop the point.
Effective TV ads use storytelling both to entertain and to make a point.
Slice-of-life advertising is simply instruction is a soap opera format.

13. Practical Tips # 2 Jeweler’s TV Guidelines for Successful TV Commercials
Gain the interest of your viewer at the beginning; the first 3 seconds are critical.
Look for a key visual, a scene that encapsulates your entire selling message into one neat package.
Be single-minded. Tell one important story per commercial. Tell it clearly, tell it memorably, and involve your viewer.
Observe the rules of good editing. Make it easy for the viewer to get into the idea for the commercial.
Always try to show the product in close-up at the end. 20

14. TV Production Considerations (Fig. 13.1)

15. TV Production Considerations (Fig. 13.1)
Length
Most common length is 30 seconds.
If 2 messages are interdependent (such as cake mix & frosting), strategy is called piggybacking.
Scenes
What shots will appear in each scene, segments of action that occur in a single location.
Key Frame
Thumbnail sketch, must determine the what key visual, which contains the heart of the concept, will be.

16. TV Production Considerations (Fig. 13.1)
Execution Elements
Where and how to shoot the commercial.
The setting is where the action takes place.
Most important element is the talent, which must be casted.
Usual roles include: announcers, spokespersons (or “spokesthings”), character types, and celebrities.
Costumes and makeup may be used.
Props must be appropriate.
Lighting is used for effect.
Speed or pacing tells how fast the commercial will move.

17. Television Art Direction
Art directors create the look of a commercial.
Computer graphics have pioneered the making of film art on computers.
Morphing is where the object gradually changes into another.
A Crawl is Computer-Generated Letters that Appear to be Moving Across the Bottom of the Screen.

18. Planning the Execution
Scripting Two to Three Words a Second is Average for a Commercial; Scripts Are Used for Radio and TV.
Radio Script Format
Format
Source of audio
Audio content
Production cues
All caps
Upper- and lowercase
Television Script
Written in two columns, with audio on right, video on left.
Storyboard is visual plan, or layout, of TV commercial.
Underneath each frame in the storyboard is a short version of the audio.

19. Broadcast Production Producing Radio Commercials
Radio producer is responsible for commercial’s casting,
recording, mixing, and duplication.
Live
Recording
Film
Producing TV Commercials
Very expensive & involves many people; techniques include:
Videotape
Animation
Stop Motion

20. TV Production Process (Fig. 13.4)

21. Web Advertising
Ideal is to make the Internet have the visual impact of TV and the interactivity available on the Internet.
Goal of advertisers is to make their ads more involving.
Trend is moving away from banner ads and experimenting with:
Games,
Pop-up windows,
Daughter windows, and
Side frames.

22. Station Break Go to the Proctor and Gamble Web site at www.pg.com.
Once there, investigate the company’s pop-up windows and other interesting ways of keeping the screen viewer’s attention.
List as many of the attention-getting devices as you can.
How could you make this site better? Discuss.

23. Web Site Design Web Pages Can Combine From Different
Media: Print, Film, Sound, & Games
Web Site Design
Designed Like a Poster
Eye-Catching Graphics
Simple Type on Contrast Background
Navigation is a Critical Factor
Make it Easy With
“Click Here” Blocks
Interactivity
Feedback is Strength of a Site
Use Feedback in Strategic Planning

24. Designing Banners
Copy – use free offers, fear, curiosity, humor, or the big promise.
Color – use yellow, orange, blue, & green.
Animated banners offer value since they increase ad space by rotating copy.
Should not take too long to load.
When located in the lower corner, next to scroll bar, generated 228% click-through rate.
Incentive banners increase click-throughs.
Include company name or brand.
The “Click-through” block is very helpful.