Creativity and Copywriting - Radio

Creativity and CopywritingLecture 8 - Radio

Lynn CS4029 Lecture 8

CreativeThinking

AdReview

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 8

Lecture(Part 1)

Wrap-Up

LECTURE BREAKDOWN

Lynn CS4029 Lecture 8

CreativeThinking

AdReview

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 8

Lecture(Part 1)

Wrap-Up

CreativeThinking

LECTURE BREAKDOWN

Lynn CS4029 Lecture 8

2

I’ve chosen four random words: Fairy, Applause, Birthday, Diary.

3

“Growth”

Start with the simplest of the words and then proceed step by step to the more complex. Explain the stages of growth and their feasibility.

1

You have 5 minutes to write down your thoughts.

Creative Thinking

CreativeThinking

Ad Review

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 8

Lecture(Part 1)

Wrap-Up

Ad Review

LECTURE BREAKDOWN

Lynn CS4029 Lecture 8

Ad Review

Radio Ads from Singapore

CreativeThinking

Ad Review

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 8

Lecture(Part 1)

Wrap-Up

Lecture(Part 1)

LECTURE BREAKDOWN

Lecture 8: Spoken Word

Lynn CS4029 Lecture 8

Lynn CS4029 Lecture 5FlickruserTomMrazek

The smart ones love doing [radio]. Itteaches you how to think clearly. Youcan develop a style, learn how to castand direct properly, and how to workwith actors and actresses. Smartwriters always welcome radio work.

Jeff Goodby“

Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8

Agenda

Myths of radio advertising

3 levers of great radio ads

Future of radio ads

Lynn CS4029 Lecture 8

Radio has high reach.

Myth Busted

Malaysia 94% Singapore 92%

MY: 18.1 hours

Nielsen Radio Audience Measurement Survey Time spent listening per week

SG: 18.12 hours

Source: Nielsen Radio Audience Measurement

Lynn CS4029 Lecture 8

Myth Busted

23%21%

17%

14%

10% 10%8% 7% 6%

4%

Y.E.S. 93.3 Class 95FM Spotify 987FM Gold 90 FM Kiss Power 98 Love Warna Ria

Spotify is the 3rd largest ‘radio station’ in SG.

Spotify & TNS Research: Weekly ReachN=2026 interviews

15-64

Lynn CS4029 Lecture 8

Myth Busted

39%

29%

22% 20% 18%

10% 9% 8% 7% 6%

Spotify 987FM Class 95FM Y.E.S. 93.3 Kiss Power 98 Gold 90 FM 938 Live Ria Wama

And, the largest ‘radio station for your age group.

Spotify & TNS Research: Weekly Reach

N=458 online interviews

15-24

Lynn CS4029 Lecture 8

Radio is visual.

Myth Busted

Photo Source: Museokeskus Vapriikki via Flickr

Lynn CS4029 Lecture 8

Myth Busted

Flickr user Michael Holler

Radio ads can be awesome!

Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8

Agenda

Myths of Radio Advertisements

3 Levers of Great Radio Ads

Future of Radio Ads

Lynn CS4029 Lecture 8

Radio ScriptsSound

Casting

3 Levers

Humour

Lynn CS4029 Lecture 8

Radio ScriptsSound

Casting

3 Levers

Humour

Think of radio writing as if you’rewriting a play, but without the first act.

Just jump right into act two and you’llput the audience in the center of theaction.

Margo Bergman“FlickruserTomMrazekLynn CS4029 Lecture 8

Lynn CS4029 Lecture 8

ANNCR

Tag

VO

Bilboard (…)

Filter

3 Levers - Scripts

Key Terms

Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8

Write like you speak1

Register your brand 2

Be emotive, especially in first 5s3

Focus on a single idea4

Be contextually relevant5

Image via Flickr user Flavio~

Don’t overdue it – underwrite! (2 words per second)6

3 Levers - Scripts

Best Practices

Avoid 3 Levers - Scripts

Staring an ad with, “I’m here at…” or “[Brand name] presents…”

Bleeping out the dirty words to show edginess

Corny jingles!!

Fake game shows, PSAs, call-in shows, and newscasts

The formula – comedic open: serious sales message: comedic close

Lynn CS4029 Lecture 8

Radio ScriptsSound

Casting

3 Levers

Humour

Lynn CS4029 Lecture 8

SFX

Levels

Up and under

Up and out

Track

3 Levers - Sound

Key Terms

Lynn CS4029 Lecture 8

3 Levers - Sound

Give sound space - 2 -3.5 seconds for every sound effect1

No cacophony 2

Don’t overdo it3

Set the scene quickly4

Best Practices

Lynn CS4029 Lecture 8

1 2 3 54

3 Levers - Sound

Lynn CS4029 Lecture 8

1 2 3 54

3 Levers - Sound

Lynn CS4029 Lecture 8

1 2 3 54

3 Levers - Sound

Lynn CS4029 Lecture 8

1 2 3 54

3 Levers - Sound

Lynn CS4029 Lecture 8

1 2 3 54

3 Levers - Sound

Lynn CS4029 Lecture 8

Radio ScriptsSound

Casting

3 Levers

Humour

Lynn CS4029 Lecture 8

Image via Flickr user Brian Stalter

3 Levers - Casting

Best PracticesEnsure he/she really aligns with your voice1

Be flexible, but not a pushover2

Use the casting process to tweak the script3

Experiment with non-traditional voices4

Don’t overdo it 5

Lynn CS4029 Lecture 8

3 Levers - Casting

Seek to know a range of people relevant in local pop culture.

Lynn CS4029 Lecture 8

Radio ScriptsSound

Casting

3 Levers

Humour

You don’t set out to be funny. You setout to sell something.

A rookie error is to mistake a goodjoke with a good ad.

Dan O’Day“

FlickruserTomMrazekLynn CS4029 Lecture 8

Luke Sullivan“

Lynn CS4029 Lecture 8

10 Questions to Ask Yourself Before You Air a Funny Ad By Dan O’Day

1. Is it funny the 1st time? What about the 20th time?

2. Does the comedy revolve around someone’s need for the product/service?

3. When the listeners remember the comic storyline will they remember the sales message?

4. Is there a key moment that repeat listeners can look forward to the next time the ad airs?

5. Does the key moment come at or near the end of the spot?

Humor

6. Does the ad avoid predictable characterizations?

7. Is there a smooth build up of comic tension?

8. Is there some sort of conflict to drive the story?

9. Does it avoid a reliance on a catchphrase made popular by another media message?

10. Does the humor accurately reflect the image the advertisers wants to project?

CreativeThinking

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 8

Lecture(Part 1)

CommercialBreak Wrap-Up

AdReview

LECTURE BREAKDOWN

Lynn CS4029 Lecture 8

Commercial Breakhttp://radiomercuryawards.org/2016winners.cfm

CreativeThinking

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 8

Lecture(Part 1)

Lecture(Part 2) Wrap-Up

AdReview

LECTURE BREAKDOWN

Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8

Agenda

Myths of Radio Advertisements

3 Levers of Great Radio Ads

Future of Radio Ads

Lynn CS4029 Lecture 8

Future of Radio

What do you think the futureholds for radio?

Lynn CS4029 Lecture 8

Advertisers will move beyond the spot.

Future of Radio

Lynn CS4029 Lecture 8

Collaboration

Sophisticated tech

Curation

Future of Radio

Multi-platform

CreativeThinking

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 8

Lecture(Part 1)

Wrap-UpWrap-Up

AdReview

LECTURE BREAKDOWN

That’s a wrap

Lynn CS4029 Lecture 8