Broadcast Broadcast AdvertisingAdvertising

GATHER ALL FACTS WWWWWH Location, Hours, services, competition, etc. What should a commercial contain? (a) the

name of what it’s promoting (b) a reason for someone to do the thing you’re promoting (c) creative appeals encouraging someone to do what you’re promoting (d) an idea of when, where, why, and how to respond to your message.

Your production should have a clear message from you as a producer of what you want the viewer to do.

COPY PLATFORMCOPY PLATFORM List client – including focus of this spot / campaignList client – including focus of this spot / campaign Objective – what the sales goal is on this spotObjective – what the sales goal is on this spot Target Audience – standard age breaks: 18-24, 25-Target Audience – standard age breaks: 18-24, 25-

34, 25-44, 35-44, 35-49, 55+ etc. -- and also 34, 25-44, 35-44, 35-49, 55+ etc. -- and also include other important demographic info include other important demographic info

Sales theme / bonus itemsSales theme / bonus items PositioningPositioning Approach Approach

POSITIONING STATEMENTPOSITIONING STATEMENT States how the consumer should perceive your States how the consumer should perceive your

product/client.product/client. ““The Kilted Monkey is your Specialty Beer source.”The Kilted Monkey is your Specialty Beer source.” Distinguish this client from anyone like them.Distinguish this client from anyone like them.

Factual differencesFactual differences Ideological differences (‘the headache medicine’)Ideological differences (‘the headache medicine’)

Walmart, Kmart, TargetWalmart, Kmart, Target McDonalds, Burger King, Wendy’s, JITBMcDonalds, Burger King, Wendy’s, JITB Chevron, Exxon, Valero, CitgoChevron, Exxon, Valero, Citgo NBC, CBS, ABC, Fox, NetflixNBC, CBS, ABC, Fox, Netflix

COPY PLATFORM – SALES THEMECOPY PLATFORM – SALES THEME The theme that runs throughout the campaign.The theme that runs throughout the campaign. Will appear in all advertising.Will appear in all advertising. Reflects the positioning statement.Reflects the positioning statement. May be a slogan.May be a slogan. ““Really will save you money”Really will save you money” ““15 minutes can save you 20%”15 minutes can save you 20%”

COPY PLATFORM -- APPROACHCOPY PLATFORM -- APPROACH Straight copyStraight copy Institutional / soft sellInstitutional / soft sell SpokespersonSpokesperson

Sponsor speaks, testimonial, endorsementSponsor speaks, testimonial, endorsement Hard SellHard Sell

Urgency, price reduction, slogansUrgency, price reduction, slogans HumorousHumorous

Repeated airing? Client image?Repeated airing? Client image? Dialogue or NarrationDialogue or Narration Straight voice, VO music, donut, jingleStraight voice, VO music, donut, jingle TV: VO, chromakey, studio, EFP?TV: VO, chromakey, studio, EFP?

CREATIVE PLANNINGCREATIVE PLANNING Spots have to “resonate” with the consumer.Spots have to “resonate” with the consumer. To make the consumer understand the message – To make the consumer understand the message –

the copy writer must understand the consumer.the copy writer must understand the consumer. The first few seconds of the spot have to be The first few seconds of the spot have to be

powerful. Grab the attention.powerful. Grab the attention. The Hook.The Hook. AIDAAIDA

Attention – howAttention – how Interest – of the target audienceInterest – of the target audience Desire – appealsDesire – appeals ActionAction

What kind of call to action – persuasive strategiesWhat kind of call to action – persuasive strategies

CREATIVE PLANNINGCREATIVE PLANNING Keep it simple.Keep it simple. One idea per spot.One idea per spot. It can be price, quality, quality, convenience, etc.It can be price, quality, quality, convenience, etc. But only But only one:one:

A news story has lots of facts but one FOCUSA news story has lots of facts but one FOCUS A commercial must have a developed sales themeA commercial must have a developed sales theme

COMMERCIAL FORMATSCOMMERCIAL FORMATS DramaticDramatic

Short playsShort plays Exposition – sets the stageExposition – sets the stage Conflict – what’s the problem?Conflict – what’s the problem? Rising action – complicationsRising action – complications Climax – problem is solved – product is the heroClimax – problem is solved – product is the hero Resolution – repeat the selling pointsResolution – repeat the selling points

CREATIVE PLANNINGCREATIVE PLANNING Problem – solutionProblem – solution

Sometimes uses the dramatic elementSometimes uses the dramatic element Demonstration – TV – show the product in useDemonstration – TV – show the product in use Interview – some are real – some scriptedInterview – some are real – some scripted Regulations about ‘deceptive’ testimonials Regulations about ‘deceptive’ testimonials

CREATIVE PLANNINGCREATIVE PLANNING TestimonialTestimonial

Uses celebritiesUses celebrities Phrased in the first person. Phrased in the first person. ““I use the product…”I use the product…”

Must be bona fide user of the productMust be bona fide user of the product Average person must obtain same resultsAverage person must obtain same results ““Experts” must be expertsExperts” must be experts If organization – consensus must be reachedIf organization – consensus must be reached Any material consideration must be revealedAny material consideration must be revealed

‘‘compensated spokesperson’ compensated spokesperson’

CREATIVE PLANNINGCREATIVE PLANNING SpokespersonSpokesperson

Common character or person in all adsCommon character or person in all ads Does not claim to use productDoes not claim to use product May be real or fictionalMay be real or fictional

SymbolismSymbolism When the product is difficult or impossible to visualize or When the product is difficult or impossible to visualize or

show (Gecco for GEICO)show (Gecco for GEICO) Creative radio – theatre of the mindCreative radio – theatre of the mind Creative TV – how to show ‘abstractions’Creative TV – how to show ‘abstractions’

CREATIVE PLANNINGCREATIVE PLANNING

Direct comparisonDirect comparisonNot before 1970 – used “Brand X”Not before 1970 – used “Brand X”Heavily scrutinized Heavily scrutinized Difference must be verifiableDifference must be verifiableSuperiority must be clearSuperiority must be clearReinforces brand loyaltyReinforces brand loyaltyViewed negatively when brand leader uses Viewed negatively when brand leader uses

comparison against smaller brandscomparison against smaller brands ‘‘Bing beat Google’Bing beat Google’Consumer may remember wrong productConsumer may remember wrong product

CREATIVE PLANNINGCREATIVE PLANNING AppealsAppeals

Emotional appeals are stronger than logical appealsEmotional appeals are stronger than logical appeals Emotional appeals are related to psychological needsEmotional appeals are related to psychological needs Maslow’s hierarchy of needsMaslow’s hierarchy of needs

EMOTIONAL APPEALSEMOTIONAL APPEALS

Security appealSecurity appealSafety and securitySafety and securityMedications, vitamins, etc.Medications, vitamins, etc.Uses cognitive dissonanceUses cognitive dissonanceThreat or fear of bad breath, hair loss, dandruff, Threat or fear of bad breath, hair loss, dandruff,

body odor, etc.body odor, etc. Sex appealSex appeal

Using the product will attract the opposite sexUsing the product will attract the opposite sex

EMOTIONAL APPEALSEMOTIONAL APPEALS

Love and sentimentLove and sentimentAssociated with a close and happy home lifeAssociated with a close and happy home lifeBaby products, pet products, foods, cameras, Baby products, pet products, foods, cameras,

greeting cardsgreeting cards Humorous appealHumorous appeal

Very difficultVery difficultHumor may obscure the messageHumor may obscure the message If it’s not funny…If it’s not funny…

EMOTIONAL APPEALSEMOTIONAL APPEALS ConvenienceConvenience

Saves time and effortSaves time and effort Even if two products are equal in quality, price, etc. – Even if two products are equal in quality, price, etc. –

convenience can sell one.convenience can sell one. CuriosityCuriosity

Appeals to our desire to explore the unkown or the Appeals to our desire to explore the unkown or the unusualunusual

EMOTIONAL APPEALSEMOTIONAL APPEALS Ego appealEgo appeal

Desire for statusDesire for status For comfort items, luxury items, big ticketFor comfort items, luxury items, big ticket Credit cards, luxury cars, designer clothingCredit cards, luxury cars, designer clothing

Hero worshipHero worship Uses athletes, celebritiesUses athletes, celebrities You will be like your hero, if you use the productYou will be like your hero, if you use the product

EMOTIONAL APPEALSEMOTIONAL APPEALS Sensory appealsSensory appeals

Appeal to one of the five sensesAppeal to one of the five senses Bandwagon effectBandwagon effect Price and valuePrice and value BelongingBelonging FamilyFamily Etc.Etc.

COMMERCIAL WRITINGCOMMERCIAL WRITING Keep language simple, concise and concreteKeep language simple, concise and concrete Write as you speakWrite as you speak

Use pronounsUse pronouns Informal – but not slangInformal – but not slang

Simple sentencesSimple sentences Active voiceActive voice Language that is descriptiveLanguage that is descriptive

COMMERCIAL WRITINGCOMMERCIAL WRITING Identify the selling points and repeat themIdentify the selling points and repeat them ‘‘Sell the sizzle, not the steak’Sell the sizzle, not the steak’ NO emails, web addresses – items people won’t NO emails, web addresses – items people won’t

rememberremember Avoid numbers in broadcast copyAvoid numbers in broadcast copy

Phone numbers are not easy to recall unless they form Phone numbers are not easy to recall unless they form an acronyman acronym

Make numbers understandableMake numbers understandable No a.m. or p.m.No a.m. or p.m. Give a referent– like locationGive a referent– like location

COMMERCIAL WRITINGCOMMERCIAL WRITING Creative thinking – imagine the target audience – Creative thinking – imagine the target audience –

imagine breaking through the clutterimagine breaking through the clutter What if statementsWhat if statements Chinese restaurants in townChinese restaurants in town ‘‘what if we have an Italian and a Mexican going to eat what if we have an Italian and a Mexican going to eat

Chinese food?’Chinese food?’ ‘‘What if we show a family with lots of kids enjoying the What if we show a family with lots of kids enjoying the

Chinese buffet?’Chinese buffet?’ Structure of the spotStructure of the spot

AttentionAttention Interest Interest DesireDesire ActionAction

COMMERCIAL WRITINGCOMMERCIAL WRITING No clichésNo clichés

““helps control dandruff with regular use”helps control dandruff with regular use” ““leaves dishes virtually spotless”leaves dishes virtually spotless” ““the lady has taste”the lady has taste” ““Listerine fights bad breath”Listerine fights bad breath” ““you can be sure if it’s Westinghouse”you can be sure if it’s Westinghouse” ““The Ford Fusion is 700% quieter”The Ford Fusion is 700% quieter” ““The best Chinese food around”The best Chinese food around” ““Conveniently located…”Conveniently located…”

PRODUCTION DIRECTIONSPRODUCTION DIRECTIONS TVTV

Shot compositionShot composition Camera movementsCamera movements TransitionsTransitions ‘‘describe the scene’describe the scene’ VO or on camera?VO or on camera? Match the video on the left with the audio on the rightMatch the video on the left with the audio on the right Think about the message and the pacingThink about the message and the pacing