Creating Broadcast Advertising

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Chapter 13

• Creating Broadcast Advertising

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Chapter Learning Objectives

• Describe 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 Commercials

• Radio 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 Radio
• Relies very heavily on talents of the copywriter.
• Appeals to special music interests, especially to
  teenagers.
• Seldom has all of ones attention ability to
  remember facts about ads is difficult.

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Radio Tools
Voice Most Important Element Since There Are No
Visuals
Music Creates Moods, Can Be Original, Syndicated,
or Previously Recorded
Tools Used to Develop Messages
Sound Effects Restraint Usually a Good Rule When
Using
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Station Break

• Go 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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Elements of Television Commercials
Video Dominates Message Perception. Use Visuals
and Motion to Convey Message.
Audio Music, Voices, Sound Effects

• Television Commercials Can Achieve Audience
• Acceptance if They are Well Done

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Message Characteristics of Television
Action Moving Image That Makes TV More
Mesmerizing
Differences in Impact Between Radio and TV
Include
Emotion Commercials
Can be Entertaining, Diverting, Amusing, and
Absorbing
Demonstration Seeing is Believing Credibility
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Other TV and Film Advertising
Advertisers Have Discovered Many Different Ways
of Marketing Communication.
Infomercials Longer-Format
Commercials of 2,5, or 30 Minutes

Videos Used for Product Literature, News
Releases, Direct Marketing Training Films
Brand Placements Linking Branded
Products to Films and TV Shows
Movie Trailers Filmed Commercials That Run Before
the Featured Movie
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The Creative Team (Tab. 13.2)
Editor
Copywriter
Musicians
Art Director
Creating a National Radio or TV Ad Requires a
Number of People Such As
Producer
Arranger
Director
Composer
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Guidelines for Radio Copywriters to Create Vivid
Images in Listeners Minds
1. Identify your sound effects.
2. Use music as a sound effect.
3. Build your commercial around a sound.
4. Give yourself time (fight for 60-second
spots).
5. Consider using no sound effects.
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Guidelines for Radio Copywriters to Create Vivid
Images in Listeners Minds
6. Beware of comedy.
7. If you insist on being funny, begin with an
outrageous premise.
8. Keep it simple.
9. Tailor your commercial to time, place, and
specific audience.
10. Present your commercial to your client on
tape, if possible.
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Television Copywriting

• Images 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 2Jewelers TV Guidelines for
Successful TV Commercials

• Gain 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)
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TV Production Considerations (Fig. 13.1)

• Length
• Most common length is 30 seconds.
• If 2 messages are interdependent (such as cake
  mix frosting), strategy is called piggybacking.
• Scenes
• What shots will appear in each scene, segments of
  action that occur in a single location.
• Key Frame
• Thumbnail 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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Planning the Execution
Scripting
Two to Three Words a Second is
Average for a Commercial Scripts Are Used for
Radio and TV.

• 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

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Broadcast Production
Producing Radio Commercials Radio producer is
responsible for commercials casting, recording,
mixing, and duplication.
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TV Production Process (Fig. 13.4)
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Web Advertising

• Ideal 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 companys pop-up
  windows and other interesting ways of keeping the
  screen viewers 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 Site Design
Web Pages Can Combine From Different Media
Print, Film, Sound, Games
Designed Like a Poster Eye-Catching
Graphics Simple Type on Contrast Background
Navigation is a Critical Factor Make it Easy
With Click Here Blocks
Interactivity Feedback is Strength of a Site Use
Feedback in Strategic Planning
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Designing Banners

• Copy 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.