Chapter 8 The Radio Commercial: Mechanics. “Radio is theater of the mind …” What does this mean? How do audiences differ for radio stations? Know your.

Slides:



Advertisements
Similar presentations
Reach Radio is on 24/7, reaching over 92% of people age 12 and older every week and 68% daily Often considered a frequency medium, radio is an ideal reach.
Advertisements

Television Can You See Me?. Objectives: Upon completion of this class and the assignments, you will be able to: Identify the characteristics of Television.
1 © 2009 South-Western, a part of Cengage Learning Chapter 12 Copywriting PPT 12-1.
Commercial Announcing Generate Sales. Who Develops Them? Large Markets- Agencies write Smaller Markets- Continuity Writer DJ Live Reads from fact sheets.
Why Music In Ads? Music is critical for creating great ads. Music is critical for creating great ads. – Delivers emotions – Makes the ad memorable and.
Did you know? An Internet presence is the quickest, most cost-effective way to find a new audience and produce real metrics. Create an online presence.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Copywriting.
CREATING EFFECTIVE. PSA – What is it?  A PSA is an advertisement for a non-profit organization  Can take the form of a TV commercial, radio commercial,
1 Copywriting Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 oCopywriting for Print oHow to Write Radio Copy oHow to Write Television Copy.
Outline The language of advertising Copywriting for print Radio copywriting Television copywriting Writing for the Web Chapter 12 Copywriting.
Chapter 12 Copywriting.
1 Commercials and Announcement Matakuliah:G0462 English for Broadcasting Tahun:2005 / 2006 Commercial or an Ad Public service announcement or PSA Promotional.
Radio Commercial Writing
Part 3: Effective Advertising Media Chapter 9
The Alliance for Malaria Prevention Workshop on Behaviour Change Communications Bamako, Mali September 2010 Terry Muchoki PSI Kenya 1.
AWARD WINNING MEDIA RELEASES & RADIO ADVERTISING Mike Jones CAI, GPPA, BAS.
Commercial Production Chapter 12. The most important thing to commercial stations is to make money. That is done through selling airtime commercials.
Guidelines for Writing Radio Commercials. 1. At the top right corner of the page, type your name, the client’s name, and the length of the spot (e.g.,
Producing Commercials, Promos and News. Talent (“Commercials” refers to commercials, promos and PSAs) “Talent” is a generic term that refers to announcers.
Chapter 9: Radio Can you see what I’m saying?. Radio: Characteristics It’s everywhere, reaches everyone Format for every listener & advertiser Do big.
Marketing with Radio & Digital in 2014 Cumulus Media Salt Lake City reaches nearly two million website visitors every month with innovative, exclusive.
Comm2339electronicmedia.wordpress.com.  A commercial should be clearly on product/service/cause.  Must discipline yourself to focus on product.  You.
Chapter 14.1 Introduction to Business and Marketing
Radio Advertising Strategy: Chapter 12 (Alstiel and Grow)
Copywriting (Continued)
Radio and Television Lecture 4 © 2013 SAGE Publications, Inc.
Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 12 Copywriting.
Marketing 3344 Creative Team Creative Concept Art Director Copywriter.
The principles of effective communication
Chapter 10 The Television Commercial: The Mechanics.
Developing Media Plans n Market Analysis n Establishing Media Objectives n Developing Media Strategies –Select the media mix –Determine the target market.
1 Message Strategy 2 Context for Message Strategy Objectives Methods Message Strategy Advertising Strategy (Planning, Preparation, Placement) Advertising.
Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Broadcast Media Part 3: Effective Advertising Media Chapter.
Radio & Television Advertising. ...Media which transmits sounds or images electronically, including radio and television. WHAT IS ELECTRONIC MEDIA?
How to write radio news scripts.  How many of you listen to the radio?  What stations do you listen to ▪ Why  When do you listen to the radio ▪ Why.
Media Selection To whom should the advertising be directed? Where do these people live? What media should be used? 1.
That Is Worth Airing, Worth Hearing, And Worth Writing!
Chapter Nine Broadcast Media. Prentice Hall, © Broadcast media can be defined as: a) Radio programming that is divided into dayparts b) Only the.
Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Copywriting Part 4: Effective Advertising Messages Chapter.
Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 12 Copywriting.
Radio Commercial: The Mechanics Copywriting for the Electronic Media (Meeske)
Sound and audio. Table of Content 1.Introduction 2.Properties of sound 3.Characteristics of digital sound 4.Calculate audio data size 5.Benefits of using.
PRODUCTION, PROGRAMMING, and the MODERN FORMAT Books: “Modern Radio Production” by Hausman, Benoit, Messere, & O’Donnell: Chapter 16 Pertemuan 13 Matakuliah:
ACHIEVING an EFFECT Books: “Modern Radio Production” by Hausman, Benoit, Messere, & O’Donnell: Chapter 10 Pertemuan 9 Matakuliah: O Dasar-Dasar.
Television Commercial: The Mechanics Copywriting for the Electronic Media (Meeske)
Immediacy Impermanence Diversity Flexibility. A Theatre Of Mind Medium of sound and words Production Cost is less Profile and size of Audience relatively.
Ali BENHAMMOU 2012 I.L.C.S. The radio creation is a combination of words, sound and music Radio elements Words to describe the product to build desire.
Copywriting and Design. Advertising Writing Style Copy should be as simple as possible Should have a clear focus and try to convey only one selling point.
OCR Nationals: Unit 22 – Creating Sound using ICT Introduction to the unit.
Chapter 7 The Art of Sixty-Second Story Telling. Clients buy well-crafted solutions to their marketing problems – they don’t buy “spots.” Why Advertising.
Organizing the Broadcast Commercial - Radio. Videos and Audio Clips: Radio Mercury Awards Stan FrebergStan Freberg (#55) Tips on writing radio commercials.
Marketing Communications and PR ADC Workshop Series September 12, 2007 Maria Grabarczyk.
Part 4: Effective Advertising Messages Chapter 13
November 12,  Encompasses both television and radio  By the age of 66, the average person spends nearly 10 years watching two million television.
A Division of Quantum Communications Advertise to the Most Important People in the World … Your Customers.
ADVERTISING NOTES. company or individual that pays to advertise a product or message SPONSOR.
Chapter 10 Promotion and Station Imaging. Station Promotion “If worth doing, worth promoting” Purpose of promotions? Increase ratings, time spent listening.
KEYBOARDING ACTIVITY Continue on with All the Right Type (ART) for 5 minutes today.
Advertising Media How Promotional Messages are Communicated.
The Copy Workshop Workbook
Evaluation of Broadcast media
Announcements.
Chapter 11 Creation of Advertisements and Commercials (Part.2)
Chapter 9 Broadcast Media
Chapter 13 Copywriting: The Language of Advertising
Chapter 12 Copywriting Five types of ads in which words are crucial:
Making the mind create the image.
Warm up #4:Copy and Answer
Successful Radio Advertising
Presentation transcript:

Chapter 8 The Radio Commercial: Mechanics

“Radio is theater of the mind …” What does this mean? How do audiences differ for radio stations? Know your audience … Strengths of Radio What are radio’s strengths? Target specific audiences … radio is mobile … radio is flexible (easy to get spots on the air quickly).

Weaknesses of Radio What are radio’s weaknesses? Audio only … messages are shot-lived (cannot retrieve the message, hard to get phone numbers, addresses names) … listeners prone to distraction (so repetition is important). Radio Basics How can you gain attention? Words, sound effect or music. Attention-getting voice Radio creates mental images with words, voices, music and sound effects (Stan Freberg … Lake Michigan filled with hot chocolate)

Terminology Bed … fade-in … fade-out … crossfade (segue).. establish … up and under … hold under … SFX. Radio Writing Format Double-space or single space? When do we use all-caps? When do we use upper-and-lower case? When do we underline? Single-voice copy, two-voice copy, dialog copy … Should you often use more than two voices? No, can be confusing to listener.

How does dialog copy differ from two-voice copy? Problems of dialog? Requires dramatic acting talents. (Keep dialog conversational, pattern it after the way people really talk.) Can you be too clever? How? Listener must remember sponsor. What do sound effects allow you to do? Establish a setting (how?) … set a mood (how?) … establish time (how?) … represent action (how?)

Where do sound effects come from? You can make your own or use a sound-effects library. Can you use any song you want in making a commercial? Why not? What can you use without concern? What’s a “donut” spot? When might a commercial be ad libbed? Would it cost more or less to the advertiser?