radio ad
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Techniques Lesson 7: Creating Radio AdvertisementsTRANSCRIPT
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