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CHAPTER 6 Organizing the Broadcast Commercial What Makes a GREAT - - PowerPoint PPT Presentation
CHAPTER 6 Organizing the Broadcast Commercial What Makes a GREAT - - PowerPoint PPT Presentation
CHAPTER 6 Organizing the Broadcast Commercial What Makes a GREAT commercial? AIDA Attention Interest Desire Action ATTENTION grab the listener /viewer Do it quickly 3 to 4 seconds Startling / humorous / important
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AIDA
- Attention
- Interest
- Desire
- Action
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ATTENTION
- grab the listener /viewer
- Do it quickly – 3 to 4 seconds
- Startling / humorous / important
- HOOK
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Interest
- What gains attention may NOT hold interest
- Target audience
- Stick with main idea
- Benefits
- Direct copy to one listener / viewer
- Goal of spot / name of product
- What is the spot about?
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Desire
- Desire grows out of benefit
- I want one…… WHY?
- Understand how target customers
– Think – Behave – Make decisions
- Match wants/needs w/ product benefits
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ACTION
- Convince listener/viewer to become customer
- Tell them what you expect them to do
- Be specific and direct
- Stress timeliness
- Sponsor name, address, slogan
– Clear and direct
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SLOGANS and TAGLINES
- Branding: How a business wants to be
perceived by consumers
- Slogan- brief, catchy statement to help with
- branding. Represents a single product..
- Tagline – represents the business. Often
appears with the Logo. Will change frequently.
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National Slogans
- America runs on ________
- Just Do It!
- Umm, Umm, Good!
- Nothing runs like a Deere
- I’m Lovin’ it
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Think you’re smart?
- Do the Dew
- The Silver Bullet
- Have it your way
- Snap! Crackle! Pop!
- Double your pleasure
- Finger lickin’ good
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$5.00 QUESTION
- Celebrate the moments of your life
- ANSWER
- General Foods International Coffee
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How to make a great slogan
- Make it memorable
– How quickly is the slogan recognized? – How long will people have to spend thinking about it ? – Include a great selling point
- Sell the product and the benefits
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Great Slogans
- Set your product apart from the rest
– What makes it so special – Why is it the best, fastest, etc. – Create a positive and upbeat message
- Sell the product and the benefits
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Make it have impact
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Creating Effective Radio Commercials
- 1. 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 points (benefits).
- 2. Mention the advertiser’s name early and often.
If the product or company name is tricky, consider spelling it out.
- 3. Take time to set the scene and establish the premise.
A 30-second commercial that nobody remembers is a waste of money.
- 4. Use familiar sound effects.
Ice tinkling in a glass, birds chirping, or a door shutting can create a visual image. Music also works if its meaning is clear.
- 5. Paint pictures with your words.
Use descriptive language to make the ad more memorable.
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- 6. Make every word count.
Be conversational. Use pronounceable words and short sentences.
- 7. 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.
- 8. Ask for the order.
Try to get listeners to take action (remember AIDA).
- 9. Radio is a local medium.
Adjust your commercials to the language of your listeners (target market) and the time of day they’ll run.
- 10. Presentation counts a lot.
Even the best scripts look boring on paper. Acting, timing, vocal quirks, and sound effects bring them to life
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ASSIGNMENT
- IN CLASS #2
Utilizing the following information, write a commercial for Import Motors that incorporates the AIDA concept. :30