Copywriting for the Electronic Media

Chapter 1The Broadcast Copywriter

Electronic Media

What is it?RadioTVCable InternetOther?

• U.S.A.POPULATION: 305 million HOUSEHOLDS: 126 million

• US AD SPENDING $168B / World $479B•

TV HOUSEHOLDS: 99% VCR PENETRATION: 79.2% DVD PENETRATION: 81.2% MULTICHANNEL PENETRATION: 86.3%

CABLE-TV PENETRATION: 72% SATELLITE PENETRATION: 28.2% INTERNET USERS: 220 million / 72.5%

• Nielsen company survey / us census bureau

Electronic Media

What Does it Provide?InformationEntertainmentEducation

Electronic Media

How does the media provide info, entertainment and education?

News / Weather / SportsProgramming

Documentaries / Sit ComsEducation

Specific ChannelsSesame Street

Electronic Media

• What role do COMMERCIALS play in the concept of information, entertainment and education?

IMPACT

• COMMERCIALS constitute principal financial base of US broadcasting

• Where do we see commercials in today’s media ?• TV/Radio• Cable / pay per view• Videos/movies• Public TV• Other “ELECTRONIC” sources

Copywriter

• Creative Person– Writes words / scripts / content– Develops general concepts / ideas– Generates story / plot / sales pitch– Creator of programs and commercials

How do we get some of that?

CREATIVITY !!!!!

Creativity

• Can’t be taught• Someone to come-up with idea that sells

– New idea– New combination of ideas– Reworking of old idea

• Vitamins – A to Zinc• 7-Up (Uncola) Make 7 UP YOURS• Be all that you can be / Don’t Leave Home Without It

• Capture the Audience

Write for the AUDIENCE

• Power–Remote Control

–Radio pre-set buttons

COMMUNICATION

Sender MESSAGE Receiver

COMMUNICATION

• Sender must know – what audience they wish to reach– What response they seek

• Assure• Convince• Persuade perspective buyer

Broadcasting

Narrowcasting

Arrowcasting

Copywriting

• Practice is essential– Learn by doing– Develop flow of words– Develop your own style– Be convincing & persuasive– SELL SELL SELL

4 STEP PROCESS

1. Gather info on product / site / service– Major elements of clients business

2. Visualize customer– Who are they?– Why did they come to you?

4 Step Process

3. Evaluate benefits / rewards of satisfied customer

– Tangible – complete job more easily / quickly/ save $$

– Personal gratification – pride / satisfaction / pleasure

– Desirable response from others – envy / admiration

4. What strong points lead to the benefits?

Generating Ideas

• How do you become creative?• How do you generate ideas?• How do you think outside the

box ???

GENERATING IDEAS

• Strict time schedules• Generate ideas on demand• Daily pressure• Production process will not

allow you to wait for inspiration

GENERATING IDEAS

• Clustering

• Brainstorming

– successful clustering and brainstorming depend on a free, intuitive, and non-critical flow of ideas.

GENERATING IDEAS

• Draw a circle in the middle• Write a single word central to theme• Associate words with key words• Work Quickly / don’t think connections

GENERATING IDEAS

• BRAINSTORMING

– Start out with general idea– Let everyone get involved– No idea is bad– Note (record) ideas– Review / compile relevant ideas