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Chapter 13

Creating Broadcast Advertising

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Chapter Learning ObjectivesDescribe 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.

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Radio CommercialsRadio 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 RadioRelies 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.

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VoiceMost Important Element

Since There Are No Visuals

VoiceMost Important Element

Since There Are No Visuals

MusicCreates Moods, Can Be Original, Syndicated, or

Previously Recorded

MusicCreates Moods, Can Be Original, Syndicated, or

Previously Recorded

Sound EffectsRestraint Usually a Good

Rule When Using

Sound EffectsRestraint Usually a Good

Rule When Using

Tools Used toDevelop

Messages

Tools Used toDevelop

Messages

Radio Tools

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Station BreakGo to the Radio Advertising Bureau Web site at www.rab.com 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.

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Television Commercials Can Achieve Audience Acceptance if They are Well Done

Television Commercials Can Achieve Audience Acceptance if They are Well Done

Audio

Music,Voices,

Sound Effects

Audio

Music,Voices,

Sound Effects

Video

Dominates MessagePerception.

Use Visuals and Motion to Convey

Message.

Video

Dominates MessagePerception.

Use Visuals and Motion to Convey

Message.

Elements of Television Commercials

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Message Characteristics of Television

Differences in Impact Between

Radio and TV Include:

Differences in Impact Between

Radio and TV Include:

ActionMoving Image That Makes TV More

Mesmerizing

ActionMoving Image That Makes TV More

Mesmerizing

Emotion Commercials Can be Entertaining, Diverting, Amusing, and Absorbing

Emotion Commercials Can be Entertaining, Diverting, Amusing, and Absorbing

DemonstrationSeeing is Believing; Credibility

DemonstrationSeeing is Believing; Credibility

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Infomercials Longer-Format

Commercials of 2,5, or 30 Minutes

Brand Placements Linking Branded

Products to Films and TV Shows

Brand Placements Linking Branded

Products to Films and TV Shows

VideosUsed for Product Literature,

News Releases, DirectMarketing & Training Films

VideosUsed for Product Literature,

News Releases, DirectMarketing & Training Films

Movie TrailersFilmed Commercials ThatRun Before the Featured

Movie

Movie TrailersFilmed Commercials ThatRun Before the Featured

Movie

Advertisers Have Discovered Many Different Ways of Marketing Communication.

Other TV and Film Advertising

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ProducerArranger

Musicians Art Director

Composer Director

Editor

The Creative Team (Tab. 13.2)

Copywriter

Creating a National Radio or TV Ad

Requires a Number of People Such As:

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1. Identify your sound effects.1. Identify your sound effects.

2. Use music as a sound effect.2. Use music as a sound effect.

3. Build your commercial around a sound.3. Build your commercial around a sound.

4. Give yourself time (fight for 60-second spots).4. Give yourself time (fight for 60-second spots).

5. Consider using no sound effects.5. Consider using no sound effects.

Guidelines for Radio Copywriters to Create Vivid Images in Listeners’ Minds

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6. Beware of comedy.6. Beware of comedy.

7. If you insist on being funny, begin with an outrageous premise.7. If you insist on being funny, begin with an outrageous premise.

8. Keep it simple.8. Keep it simple.

9. Tailor your commercial to time, place, and specific audience.9. Tailor your commercial to time, place, and specific audience.

10. Present your commercial to your client on tape, if possible.10. Present your commercial to your client on tape, if possible.

Guidelines for Radio Copywriters to Create Vivid Images in Listeners’ Minds

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Television CopywritingImages 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.

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Practical Tips # 2Jeweler’s TV Guidelines for Successful

TV CommercialsGain 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

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TV Production Considerations (Fig. 13.1)

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TV Production Considerations (Fig. 13.1)

LengthMost common length is 30 seconds. If 2 messages are interdependent (such as cake

mix & frosting), strategy is called piggybacking.

ScenesWhat shots will appear in each scene, segments

of action that occur in a single location.

Key FrameThumbnail sketch, must determine the what key

visual, which contains the heart of the concept, will be.

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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.

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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.

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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.

Radio Script Format

•Format

•Source of audio

•Audio content

•Production cues

•All caps

•Upper- and lowercase

Planning the Execution

Scripting Two to Three Words a Second is Average for a

Commercial; Scripts Are Used for Radio and TV.

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Producing Radio CommercialsRadio producer is responsible for commercial’s casting,

recording, mixing, and duplication.

Producing Radio CommercialsRadio producer is responsible for commercial’s casting,

recording, mixing, and duplication.

Broadcast Production

LiveRecording

LiveRecording FilmFilm

Producing TV CommercialsVery expensive & involves many people; techniques include:

Producing TV CommercialsVery expensive & involves many people; techniques include:

VideotapeVideotape

AnimationAnimation Stop MotionStop Motion

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TV Production Process (Fig. 13.4)

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Web AdvertisingIdeal 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.

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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.

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Web Pages Can Combine From Different Media: Print, Film, Sound, & Games

Web Pages Can Combine From Different Media: Print, Film, Sound, & Games

Designed Like a PosterEye-Catching Graphics

Simple Type on Contrast Background

Designed Like a PosterEye-Catching Graphics

Simple Type on Contrast Background

Navigation is a Critical FactorMake it Easy With

“Click Here” Blocks

Navigation is a Critical FactorMake it Easy With

“Click Here” Blocks

InteractivityFeedback is Strength of a Site

Use Feedback in Strategic Planning

InteractivityFeedback is Strength of a Site

Use Feedback in Strategic Planning

Web Site Design

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Designing BannersCopy – 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.