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Mac212 adverts - week 1 for web
- 1. MAC 212: Live Radio & Commercial Production Introduction to Radio Advertising
- 2. What is advertising? • Sold in 10 second stages – 30” 40” or 50” usually • Core funding element of Commercial radio • All about…. – Changing the behaviour of the audience – Advertisements inform, persuade, remind, influence, change opinions; they may even alter attitudes and feelings” – (White, 2000, P42)
- 3. Why advertise? • Solving a business or social need • Lack of business? Wrong sort of business? Perception? Demand? Expansion or start-up? • Building (or rebuilding) a brand • Share of mind • Establish the why… – Before the “how”
- 4. Why Radio? • Radio is…. – Intimate – Intrusive (it Invades Private Space) – Imaginative – Cost Effective – Less avoidable
- 6. Establish… • A compelling offer… – There‟s gotta be a reason to act • Your USP… – What does the business/product offer uniquely? • The call to action… – What does the listener need to do NOW?
- 7. The brief • All good ads have a good brief! • Who are we talking to… – A person who… • What do we want them to do… – Make a clear point • Why should they do it… – The incentive!
- 8. When writing… • Don‟t be too creative – Is the message still obvious? • Don‟t over-write – Don‟t cram too much into the time • Think about comedy carefully – Is it funny? Will the humour wear off? • Make sure it SELLS!!!
- 9. Approaches? • THERE IS NO SET WAY TO MAKE A RADIO COMMERCIAL… • But you could use… – A slice of life? – Radio to animate objects – Music – Comedy – A straight „read‟ • Think RADIO!
- 10. Some Techniques… • A good brief will help (A LOT!) • “Pace and Lead” – Find common experiences, pace them and lead the listener to the sales message • Emotion – Powerful weapons! • Anticipation and Comedy – Can we look forward to the punchline? • Use sound – Do we jump to conclusions?
- 11. Consider… • The best ads are often very simple… • Find the right voices for the commercials and the audience • Is it a campaign? – Common themes, styles or “tag-line” • Is it effective? – Does it work? Might the audience misinterpret the content?
- 12. The 7 deadly sins of radio advertising • Failure to attract the listeners attention • Failure to appeal to the listeners self-interest • Failure to use words that paint pictures • Being so „clever‟ or „creative‟ that you fail to sell • Failure to give the listener a reason to act NOW • Cliché-ridden copy • Too much copy From www.danoday.com
- 13. The RAB Guidelines • 1. Understand the environment • 2. Speak the listeners language • 3. Engage and entertain the listener • 4. Keep it simple • 5. Judge what you hear, not what you read • 6. Production values are important • 7. Plan your production • 8. Dare to be different • 9. Take it seriously
- 14. Listening to Radio Ads…. • Listen for… • The techniques • How is the product being sold to you? • Can you work out what the brief is? • Is it effective?
- 16. What can you make? • 3 Commercials for a the same real client • Minimum 30 seconds long each • Must be either 30” 40” 50” or 60” long • Must be compliant • Think about: brand values, incentives, USP‟s, etc
- 17. You need to hand in • The 3 commercials on CD • Your brief • Typed scripts • Copyright details – Permissions letters • Compliance notes – RACC clearance request • Research notes etc
- 18. An Exercise – 1 hour • Grab a copy of the Metro Newspaper • Pick an advert • Turn it into a 30” radio commercial