Chapter 13

1. Chapter 13 Creating Broadcast Advertising

2. 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.

3. 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 one’s attention; ability to remember facts about ads is difficult.

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

5. 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.

6. 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

7. 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

8. 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

9. 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

10. 1. Identify your sound effects. 2. Use music as a sound effect. 3. Build your commercial around a sound. Guidelines for Radio Copywriters to Create Vivid Images in Listeners’ Minds 4. Give yourself time (fight for 60-second spots). 5. Consider using no sound effects.

11. 6. Beware of comedy. 7. If you insist on being funny, begin with an outrageous premise. 8. Keep it simple. Guidelines for Radio Copywriters to Create Vivid Images in Listeners’ Minds 9. Tailor your commercial to time, place, and specific audience. 10. Present your commercial to your client on tape, if possible.

12. 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.

13. Practical Tips # 2Jeweler’s 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

14. TV Production Considerations (Fig. 13.1)

15. 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.

16. 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.

17. 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.

18. Planning the Execution Scripting Two to Three Words a Second is Average for a Commercial; Scripts Are Used for Radio and TV. • Radio Script Format • Format • Source of audio • Audio content • Production cues • All caps • Upper- and lowercase • 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.

19. Producing TV Commercials Very expensive & involves many people; techniques include: Live Recording Film Videotape Animation Stop Motion Broadcast Production Producing Radio Commercials Radio producer is responsible for commercial’s casting, recording, mixing, and duplication.

20. TV Production Process (Fig. 13.4)

21. 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.

22. 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.

23. Web Pages Can Combine From Different Media: Print, Film, Sound, & Games Web Site Design 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

24. 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.