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You are successfully signed into the Radio Advertising Bureau webinar:. If They Can’t See It They Won’t Buy It!. Improve Your Advertisers' Results With Creative That Simulates Visualization in the Consumer's Mind. For audio, dial into the conference center: 1-800-244-2500 anywhere in the USA

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You are successfully signed into the radio advertising bureau webinar

You are successfully signed into the

Radio Advertising Bureau webinar:

If They Can’t See It

They Won’t Buy It!

Improve Your Advertisers' Results With Creative That Simulates Visualization in the Consumer's Mind

For audio, dial into the conference center:

1-800-244-2500 anywhere in the USA

1-212-786-7191 outside the USA, tolls apply

PIN code: 993851#

For technical assistance call RAB Member Response at 1-800-232-3131


If they can t see it they won t buy it

Creative

If They Can’t See ItThey Won’t Buy It!

Doc Holliday

Academy Training Specialist

RAB Training Academy

dholliday@rab.com


You are successfully signed into the radio advertising bureau webinar

Today’s Agenda...

  • Branding

  • The primary purpose of a commercial

  • Why some commercials work and others don’t

  • The science of the mind

  • Elements of a commercial

  • Additional thoughts on Creative

Consumer Marketing


You are successfully signed into the radio advertising bureau webinar

Common misperception...

In focus group after focus group, the main complaint we hear about radio is,


You are successfully signed into the radio advertising bureau webinar

Common misperception...

“There are too many

commercials.”


You are successfully signed into the radio advertising bureau webinar

Common misperception...

The problem is

too many

BAD commercials.


Definition
Definition…

  • Soft Drinks

  • Hamburgers

  • Bologna

Branding- the establishment of an associative memory in the long-term memory of a consumer or prospect that links a product or service category with a specific provider.

Consumer Marketing


Definition1
Definition…

  • Soft Drinks

  • Hamburgers

  • Bologna

Branding- the establishment of an associative memory in the long-term memory of a consumer or prospect that links a product or service category with a specific provider.

Coca Cola

McDonalds

Oscar Mayer

Consumer Marketing


Branding strategy
Branding Strategy

  • Frequency

  • Consistency

  • Message

Consumer Marketing



You are successfully signed into the radio advertising bureau webinar

The Primary Purpose

of a Commercial

Fact: No human ever takes any action intentionally without first imagining taking the action in their mind.


You are successfully signed into the radio advertising bureau webinar

The Primary Purpose

of a Commercial

Fact: No human can take any decisive action in regard to a specific company unless there is an awareness of that company in their mind.


You are successfully signed into the radio advertising bureau webinar

The Primary Purpose

of a Commercial

Conclusion...


You are successfully signed into the radio advertising bureau webinar

The Primary Purpose

of a Commercial

The purpose of a commercial is to cause the listener to imagine taking the desired action and for that mental image to be desirable. The long-term goal of advertising should be to grow market share through TOMA.


Some commercials work
Some commercials work...

Consumer Marketing


Some commercials work1
Some commercials work...

Some commercials don’t...

Consumer Marketing


Some commercials work2
Some commercials work...

Some commercials don’t...

Why?

Consumer Marketing


You are successfully signed into the radio advertising bureau webinar
Common Mistake #1…Assuming the eyes and ears of consumers are the final destination of the advertiser’s message.



The mind
The Mind stored and decisions are made…


Two sides to the story
Two Sides to the Story stored and decisions are made…

Consumer Marketing


Two sides to the story1
Two Sides to the Story stored and decisions are made…

  • Left

  • Analytical Thought

  • Deals in Facts

  • Comfortable with Logic

  • Adheres to Principles

  • Dubious of anything new or different

Consumer Marketing

Consumer Marketing


Two sides to the story2
Two Sides to the Story stored and decisions are made…

  • Left

  • Analytical Thought

  • Deals in Facts

  • Comfortable with Logic

  • Adheres to Principles

  • Dubious of anything new or different

  • Right

  • Abstract Thought

  • Deals in Emotions

  • Delighted by Art

  • Breaks the Rules

  • Intrigued by anything new or different

Consumer Marketing

Consumer Marketing


Common mistake 2 creating left brain commercials
Common Mistake #2... Creating “Left-Brain” Commercials

  • Elements in a typical “Left-Brain” Commercial

  • Number of years in business

  • Phone numbers, website, addresses

  • Credit cards accepted

  • Price points

  • Brand names

  • Clichés (family owned and operated, fast friendly service, best selection in town, etc.)

Consumer Marketing


Common mistake 2 creating left brain commercials1
Common Mistake #2... Creating “Left-Brain” Commercials

  • Many advertisers think this is what a commercial is supposed to sound like.

  • Many advertisers ask for this type of commercial.

  • Many advertisers are uncomfortable if their commercial doesn’t sound like this.

Consumer Marketing


So what is a right brain commercial
So, What Is A “Right Brain” Commercial? Commercials

Elements in a typical “Right Brain” Commercial

  • Humor

  • Music/Jingles

  • Emotion

  • Common Experiences

  • Compelling stories

  • Surprising use of words

  • Strong first mental image (FMI)

  • Memorable last mental image (LMI)

Consumer Marketing


When discussing right brain commercials with a hesitant client ask them to
When discussing right brain commercials with a hesitant client ask them to…

  • Think about the commercials they personally enjoy listening to.

  • Think about the commercials they personally remember.

  • Think about the commercials they hear others talking about.

Consumer Marketing


You are successfully signed into the radio advertising bureau webinar

Words matter... client ask them to…

A LOT!



You are successfully signed into the radio advertising bureau webinar

Therefore... to communicate the message.

Words must be chosen carefully if your client is to be satisfied with the results.


You are successfully signed into the radio advertising bureau webinar

An Illustration to communicate the message.

Consumer Marketing


Asking for a response

An Illustration to communicate the message.

Asking for a response.

Left Brain

Consumer Marketing


Asking for a response1

An Illustration to communicate the message.

Asking for a response.

Left Brain

Now, asking for the same response in a slightly different way.

Right Brain

Consumer Marketing

Consumer Marketing


Asking for a response2

An Illustration to communicate the message.

Asking for a response.

Left Brain

Who gets the ride in your mind?

Now, asking for the same response in a slightly different way.

Right Brain

Consumer Marketing

Consumer Marketing


Campaigns
Campaigns to communicate the message.

Formula For Long-Term Advertising Success

Frequency + Consistency + Effective Message

= BRANDING

This formula requires a campaign of commercials. A campaign is made up of commercials that each contain similar elements wrapped around fresh messages.

Consumer Marketing


Campaigns1
Campaigns to communicate the message.

Recurring Campaign Elements

Music Bed

Jingle

Voice Talent

Company Slogan

Commercial Theme

Consumer Marketing



If you want people to imagine taking action1

Verbs to communicate the message.

If you want people to imagine taking action…




Clich s
Clichés… client’s objective.

  • Commercial Killers.

  • Not Killer Commercials.

Consumer Marketing


Clich s1
Clichés… client’s objective.

  • Family owned and operated

  • We accept all major credit cards

  • In business for 15 years

  • Fast friendly service

  • Biggest selection in town

  • 3 convenient locations to serve you

  • Lowest prices in town

  • A name you can trust

  • Hurry in, these prices won’t last

(Or any variation of the above examples)

Consumer Marketing


You are successfully signed into the radio advertising bureau webinar

Does this sound familiar? client’s objective.

Your new appliance store client just handed you this newspaper ad and said, “Here, write my commercial.”


You are successfully signed into the radio advertising bureau webinar

Does this sound familiar? client’s objective.

Explain the Consumer Buying Cycle

Attention

Interest

Desire

Action


You are successfully signed into the radio advertising bureau webinar

Does this sound familiar? client’s objective.

Explain the Consumer Buying Cycle

Attention

Interest

Desire

Action


You are successfully signed into the radio advertising bureau webinar

Does this sound familiar? client’s objective.

Radio captures attention, stimulates interest, and ignites desire.

Newspaper works best at the action stage.

Radio commercials perform different functions than newspaper ads. Therefore, the content of radio commercials has to be different than the content of newspaper ads.


Some commercials work3
Some commercials work... client’s objective.

Some commercials don’t...

Why?

Consumer Marketing


Some commercials work4
Some commercials work... client’s objective.

Some commercials don’t...

Are you beginning to understand?

Consumer Marketing


You are successfully signed into the radio advertising bureau webinar

Radio doesn’t work! client’s objective.

  • Sometimes “free” commercials are the most expensive.


You are successfully signed into the radio advertising bureau webinar

Radio doesn’t work! client’s objective.

  • Sometimes “free” commercials are the most expensive.

We don’t need anymore of these clients.

Consumer Marketing


You are successfully signed into the radio advertising bureau webinar

“We tried Radio and it doesn’t work!” client’s objective.

  • Sometimes “free” commercials are the most expensive.

We don’t need anymore of these clients.

Consumer Marketing


Final thoughts
Final Thoughts... client’s objective.

The objective of the client’s advertising is to accomplish the goals you identified in your CNA meeting.

Consumer Marketing


Final thoughts1
Final Thoughts... client’s objective.

The objective of the client’s commercial is to cause consumers to imagine doing what the client needs them to do to accomplish their advertising goals.

Consumer Marketing


Final thoughts2
Final Thoughts... client’s objective.

The effectiveness of the commercial will depend on how much emotional satisfaction people feel when they imagine taking the action.

Consumer Marketing


Final thoughts3
Final Thoughts... client’s objective.

Do not wait until the last minute to “crank out” a commercial. The correct message requires discussion, planning, and time.

Consumer Marketing


Final thoughts4
Final Thoughts... client’s objective.

YOUmust accept the responsibility of making sure your clients have the best message possible for accomplishing their objectives.

Consumer Marketing


You are successfully signed into the radio advertising bureau webinar

For More Information... client’s objective.

RAB’s CPCC - Certified Professional Commercial Copywriter Program

Radio and Production magazine at www.rapmag.com

RAB Online at www.rab.com



You are successfully signed into the radio advertising bureau webinar

Thank You For Attending Today’s RAB Webinar client’s objective.

You will receive an e-mail shortly that contains an evaluation form. Please fill out and return the evaluation. If you would like a PDF copy of today’s presentation, you can indicate it on the last line of the evaluation form.


Crafting advertising messages and communicating with the human mind

Creative client’s objective.

Crafting advertising messages and communicating with the human mind.

Consumer Marketing