broadcast advertising. positioning statement states how the consumer should perceive your...

Broadcast Broadcast AdvertisingAdvertising

Positioning StatementPositioning Statement

• States how the consumer should States how the consumer should perceive your product/client.perceive your product/client.

• ““Rick’s Gun and Liquor Store is the Rick’s Gun and Liquor Store is the most most convenientconvenient gun and liquor store in gun and liquor store in the market.”the market.”

Copy PlatformCopy Platform

• The theme that runs throughout the The theme that runs throughout the campaign.campaign.

• Will appear in all advertising.Will appear in all advertising.

• Reflects the positioning statement.Reflects the positioning statement.

• May be a slogan.May be a slogan.

• ““Bullets and booze to go.”Bullets and booze to go.”

Creative PlanningCreative Planning

• Spots have to “resonate” with the Spots have to “resonate” with the consumer.consumer.

• To make the consumer understand the To make the consumer understand the message – the advertiser must message – the advertiser must understand the consumer.understand the consumer.

• The first few seconds of the spot have The first few seconds of the spot have to be powerful. Grab the attention.to be powerful. Grab the attention.

• The Hook.The Hook.


• Keep it simple.Keep it simple.

• One idea per spot.One idea per spot.

• It can be price, quality, quality, It can be price, quality, quality, convenience, etc.convenience, etc.

• But only But only one.one.

Commercial formatsCommercial formats

• DramaticDramatic– Short playsShort plays

• Exposition – sets the stageExposition – sets the stage• Conflict – what’s the problem?Conflict – what’s the problem?• Rising action – complicationsRising action – complications• Climax – problem is solved – product is the Climax – problem is solved – product is the

herohero• Resolution – repeat the selling pointsResolution – repeat the selling points


• Problem – solutionProblem – solution– Sometimes uses the dramatic elementSometimes uses the dramatic element

• Demonstration – TV – show the product Demonstration – TV – show the product in usein use

• Interview – some are real – some Interview – some are real – some scriptedscripted


• TestimonialTestimonial– Uses celebritiesUses celebrities– Phrased in the first person. Phrased in the first person. – ““I use the product…”I use the product…”

• Must be bona fide user of the productMust be bona fide user of the product• Average person must obtain same resultsAverage person must obtain same results• ““Experts” must be expertsExperts” must be experts• If organization – consensus must be reachedIf organization – consensus must be reached• Any material consideration must be revealed Any material consideration must be revealed


• SpokespersonSpokesperson– Common character or person in all adsCommon character or person in all ads– Does not claim to use productDoes not claim to use product– May be real or fictionalMay be real or fictional

• SymbolismSymbolism– When the product is difficult or impossible When the product is difficult or impossible

to visualize or showto visualize or show


• Direct comparisonDirect comparison– Not before 1970 – used “Brand X”Not before 1970 – used “Brand X”– Heavily scrutinized Heavily scrutinized – Difference must be verifiableDifference must be verifiable– Superiority must be clearSuperiority must be clear– Reinforces brand loyaltyReinforces brand loyalty– Viewed negatively when brand leader uses Viewed negatively when brand leader uses

comparison against smaller brandscomparison against smaller brands– Consumer may remember wrong productConsumer may remember wrong product


• AppealsAppeals– Emotional appeals are stronger than Emotional appeals are stronger than

logical appealslogical appeals– Emotional appeals are related to Emotional appeals are related to

psychological needspsychological needs– Maslow’s hierarchy of needsMaslow’s hierarchy of needs

Emotional appealsEmotional appeals

• Security appealSecurity appeal– Safety and securitySafety and security– Medications, vitamins, etc.Medications, vitamins, etc.– Uses cognitive dissonanceUses cognitive dissonance– Threat or fear of bad breath, hair loss, dandruff, Threat or fear of bad breath, hair loss, dandruff,

body odor, etc.body odor, etc.

• Sex appealSex appeal– Using the product will attract the opposite sexUsing the product will attract the opposite sex


• Love and sentimentLove and sentiment– Associated with a close and happy home lifeAssociated with a close and happy home life– Baby products, pet products, foods, cameras, Baby products, pet products, foods, cameras,

greeting cardsgreeting cards

• Humorous appealHumorous appeal– Very difficultVery difficult– Humor may obscure the messageHumor may obscure the message– If it’s not funny…If it’s not funny…


• ConvenienceConvenience– Saves time and effortSaves time and effort– Even if two products are equal in quality, Even if two products are equal in quality,

price, etc. – convenience can sell one.price, etc. – convenience can sell one.

• CuriosityCuriosity– Appeals to our desire to explore the Appeals to our desire to explore the

unkown or the unusualunkown or the unusual


• Ego appealEgo appeal– Desire for statusDesire for status– For comfort items, luxury items, big ticketFor comfort items, luxury items, big ticket– Credit cards, luxury cars, designer clothingCredit cards, luxury cars, designer clothing

• Hero worshipHero worship– Uses athletes, celebritiesUses athletes, celebrities– You will be like your hero, if you use the You will be like your hero, if you use the

productproduct


• Sensory appealsSensory appeals– Appeal to one of the five sensesAppeal to one of the five senses

Commercial writingCommercial writing

• Keep language simple, concise and Keep language simple, concise and concreteconcrete

• Write as you speakWrite as you speak– Use pronounsUse pronouns– Informal – but not slangInformal – but not slang

• Simple sentencesSimple sentences• Active voiceActive voice• Language that is descriptiveLanguage that is descriptive


• Identify the selling points and repeat Identify the selling points and repeat themthem

• Avoid numbers in broadcast copyAvoid numbers in broadcast copy– Phone numbers are not easy to recall Phone numbers are not easy to recall

unless they form an acronymunless they form an acronym– Make numbers understandableMake numbers understandable– No a.m. or p.m.No a.m. or p.m.– Give a referentGive a referent


• In radio – you are speaking to an In radio – you are speaking to an individualindividual– Radio is a personal mediumRadio is a personal medium– Difficult to reach listeners because of Difficult to reach listeners because of

sweeps.sweeps.


• AttentionAttention

• Interest Interest

• DesireDesire

• ActionAction


• Weasel wordsWeasel words– ““helps control dandruff with regular use”helps control dandruff with regular use”– ““leaves dishes virtually spotless”leaves dishes virtually spotless”– ““the lady has taste”the lady has taste”– ““Listerene fights bad breath”Listerene fights bad breath”– ““you can be sure if it’s Westinghouse”you can be sure if it’s Westinghouse”– ““Ford LTD is 700% quieter”Ford LTD is 700% quieter”

broadcast advertising. positioning statement states how the consumer should perceive your...

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