1. MAC 212Radio Advertising Part 2 Writing, Creative & Direction

2. The Assignment Assignment 3 x 30, 50, 50 or 60 radio commercials EACH A real client Radio as a medium The Process Write the brief first Compliance Writing & Casting Direction & Post-Production 3. Remember The Creative Opportunities Radio as an intrusive medium Radio as a blind medium Radio as a friend Imagination Character Surprise Engagement with the listener 4. The brief Who are we talking to? What do we want them to do? Why should they do it? Remember its a campaign Is there a tag line? What about branding? 5. The RABs 5 Is Involvement how do get involved? Identity Is there a sonic brand? Impression what will listeners think? Information Is it clear? Integration one campaign, many outlets 6. Scripting Script title / writer / client (directions) MVO1 FV02 SFX: Sounds / Music / etc 7. Casting Find the right voice for Ginsterscommercial NSPCC Hard Sell Laidlaw Soft Sell Character Accent / Dialect 8. Direction Is it a natural scene? Super Noodles Playing for laughs? Amerada Gas Movement? Autotrader Emotion? Tone? ITV Whats happening? 9. Campaigns Common style, tag lines, messages, styles 10. Sound Design / Post-Production Theatre of the mind Audi Paint pictures Vodafone Use the space London Zoo Its a radio! Network Rail Radio is blind imagination Microphone technique Mixing / stereo field Stand out 11. Using Sound / Creativity / Music Use Sounds Seatbelts Use silence Samaritans Use voice Use music Use humour Simplicity 12. Christmas