1 chapter 13 creating broadcast advertising. 2 chapter learning objectives describe the...
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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)
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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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.