Techniques in Print & Broadcast Advertising

Creating Radio Advertisements

RC Production Process Pre-production

Arrangements and preparation for production

Scriptwriting Talent-casting (workshop) Jingle composition

Writing of a study script which includes all necessary copy points

Jingle writer make s final interpretation

RC Production Process…Cont’d

Production Taping (audio) Recording

Post production Editing Sound effects

Radio Commercials Length: 10s, 15s, 30s or 60s. English: 6 syllables/second Filipino: 10 syllables/second Or:

10s:20-25 words 20s:40-45 words 30s:60-70 words 60s:130-150 words

Radio Commercials cater to varied segments

RC Essentials• To be heard, an advertising message must be catchy,

interesting and unforgettable.• The RC must communicate key messages about the

product• Put appealing propositional benefit into layman’s

terms (memorable, entertaining)• Theater of the mind- put copy in terms of a story• Listeners decide within 5 to 8 seconds if they’re

going to pay attention.• Radio copy must be intrusive but not offensive.

Parts of a RC (Think AIDA!)

1. 1 second silent space2. Exposition (define scenario)

Special sound effects or “peripherals” No more than 3-5 seconds Eg. Lifestyle of prospective buyers;

should be identifiable with target market/consumers

Parts of a RC…Cont’d

3. Main dialogue-elaborate on the message

4. Call to action-Eg. “Try it now!” Approx. two seconds

5. Product tagline-1 second6. Miscellaneous-government

regulations, disclaimers7. 1 second silent space

Instructions for Radio VO: Voice over AKA announcer SFX: Sound effects DAU: Down and under. Sound effects fade as voice

comes on. UAO: Up and over. Voice fades as sound effects come

on. FADE IN- getting louder FADE OUT- getting softer FADE IN AND OUT FADE IN AND UNDER-get loud and becomes

background throughout the commercial CROSS FADE-for 2 peripherals and sound effects

Creating Effective RCs

Make the big idea crystal clear. Concentrate on one main selling point.

Radio is a good medium for building brand awareness, but not for making long lists of copy points or complex arguments.

Mention the advertiser’s name early and often.

Take the time to set the scene and establish the premise.

Creating Effective RCs Use familiar sound effects.

Ice tinkling in a glass, birds chirping, or a door shutting can create a visual image. Music also works if the meaning is clear.

Paint pictures with your words. Use descriptive language to make the ad more

memorable. Make every word count.

Use active voice and more verbs than adjectives. Be conversational. Use pronounceable words and short sentences.

Creating Effective RCs

Be outrageous. The best comic commercials begin with a

totally absurd premise from which all developments follow logically. But remember, if you can’t write humor really well, go for drama.

Ask for the order. Try to get listeners to take action.

Creating Effective RCs

Remember that radio is a local medium. Adjust your commercials to the language

of your listeners and the time of day they’ll run.

Presentation counts a lot. Even the best scripts look boring on

paper. Acting, timing, vocal quirks, and sound effects bring them to life.

Common formats for RCs Straight Announcement

Announcer delivers the sales message. Can be designed as an integrated

commercial (woven into a show or tailored to a given program)

Presenter Commercial Uses one person or character to present

the product and carry the sales message. A radio personality may ad lib an ad

message in his or her own style.

Common formats for RCs Testimonial Demonstration Musical commercials or jingles

Variations: Entire message may be sung; jingles may be written with a donut in the middle (a hole for spoken copy); or orchestras may play symphonic or popular arrangements.

Musical logo (Eg. Nokia and Intel) Should have a hook (part of the song that sticks

in your memory)

Common formats for RCs

Slice of life (Problem Solution) Lifestyle Animation

Creative Ways to Sell on Radio

Product Demo The commercial tells how a product is

used or the purpose it serves. Voice power

A unique voice gives the ad power. Electronic sound

Synthetic sound-making machines create a memorable product-sound association

Creative Ways to Sell on Radio Customer Interview

A spokesperson and customer discuss the product advantages simultaneously

Humorous fake interview The customer interview is done on a

lighter vein Hyperbole (exaggeration) statement

Overstatement arouses interest in legitimate product claims that might otherwise pass unnoticed, often a spoof.

Creative Ways to Sell on Radio Fourth Dimension

Time and events are compressed into a brief spot involving the listener in future projections.

Hot property Commercial adapts a current sensation, a hit

show, performer or song. Comedian power

Established comedians do commercials in their own unique style, implying celebrity endorsement.

Creative Ways to Sell on Radio Historical fantasy

Situation with revived historical characters is used to convey product message.

Sound picture Recognizable sounds involve the listener by

stimulating imagination. Demographics

Music or references appeal to a particular segment of the population, such as an age or interest group.

Creative Ways to Sell on Radio Imagery transfer

Musical logo or other sound reinforces the memory of a TV campaign

Celebrity interview Famous person endorses the product in

an informal manner Product song

Music and words combine to create a musical logo, selling the product in the style of popular music.

Creative Ways to Sell on Radio

Editing genius Many different situations, voices, types

of music, and sounds are combined in a series of quick cuts.

Improvisation Performers work out the dialog

extemporaneously for an assigned situation. May be postedited.

Don’t forget

AIDA sequence Format