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Commercial Announcing Commercial Announcing Generate Sales

Commercial Announcing

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Commercial Announcing. Generate Sales. Who Develops Them?. Large Markets- Agencies write Smaller Markets- Continuity Writer DJ Live Reads from fact sheets such as testimonials. Analyzing a Spot. What is the spot trying to accomplish? Some are selling a product - PowerPoint PPT Presentation

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Page 1: Commercial Announcing

Commercial AnnouncingCommercial AnnouncingCommercial AnnouncingCommercial Announcing

Generate Sales

Page 2: Commercial Announcing

Who Develops Them?Who Develops Them?

• Large Markets- Agencies write

• Smaller Markets- Continuity Writer

• DJ Live Reads from fact sheets such as testimonials

Page 3: Commercial Announcing

Analyzing a SpotAnalyzing a Spot

• What is the spot trying to accomplish?– Some are selling a product– Some want to sell their image

• Strength of company• Speedy service• Caring staff

• What’s the mood– Serious, funny, friendly– Which tone of voice to use

Page 4: Commercial Announcing

Analyzing a SpotAnalyzing a Spot

• Consider the message– What is the advertiser trying to get across?– What action are they seeking?– Specific Message?– What actions to take?

• Who is the message intended for?– Tone, rate, mood for teens is different than

seniors

Page 5: Commercial Announcing

EnergyEnergy

• Delivery Styles– Hard Sell-

» Tension and excitement» Higher volume level» Faster rate

– Soft Sell-» Relaxed and conversational

– Let’s Listen…

Page 6: Commercial Announcing

Straight ReadStraight Read

• Most basic form

• No music or effects

• Relies on the announcer’s skill to bring the spot to life

• Most difficult to do

• Emphasis, Pausing, Rate & Inflection important

Page 7: Commercial Announcing

Straight ReadStraight Read

• Example…

Page 8: Commercial Announcing

End of Part 1

Straight Read ProjectsStraight Read Projects

• SR 1, 2, 4, 5/6, Muffins, Sphere’s Gym

• Choose 5 of remaining for SR Project

Page 9: Commercial Announcing

Music BedMusic Bed

• In many spots

• Added to “punch up” a spot

• Music plays while copy is read

• Music MUST be appropriate for the style or mood of the spot

• Watch level…not too loud or soft– Words of the spot are more important

• SFX could be added to enhance the spot

Page 10: Commercial Announcing

Music BedMusic Bed

• Example…

Page 11: Commercial Announcing

Music Bed & SFX ProjectMusic Bed & SFX Project

• 1 voice & bed

• Use Mix Paste (under Edit) & turn volume down

• 5 spots with bed

• 3 spots with SFX

Page 12: Commercial Announcing

Dramatization SpotDramatization Spot

• Multiple voices, music, sfx, singers

• Called high production value spots

• Mini drama spots, acting

Page 13: Commercial Announcing

Dramatization Spot ProjectsDramatization Spot Projects

• Mix Paste several

• 3 projects

• 3 choice

Page 14: Commercial Announcing

Structure of a SpotStructure of a Spot

• A commercial has a beginning, middle and end

• Has a motivational structure

Create NeedCreate NeedSatisfying NeedSatisfying NeedDemand ActionDemand Action

• A commercial has a beginning, middle and end

• Has a motivational structure

Create NeedCreate NeedSatisfying NeedSatisfying NeedDemand ActionDemand Action

Page 15: Commercial Announcing

Hook- BeginningHook- Beginning

• Captures Attention• Ask a question is common…

– “Does your lawn look like a dandelion patch?” – Try not to use a YES/NO question. Why?

• Unusual Statement– “The typical lawn has over 738 dandelions!”

• Sound Effect– “Boing! Boing! Ahh, more dandelions popping

up in your front lawn.”

Page 16: Commercial Announcing

Satisfy the Need- MiddleSatisfy the Need- Middle

• Follow up the Hook with a solution to the problem

• Find out more about the product– “A special seed and fertilizer blend”– “The creamy peanut butter”

Page 17: Commercial Announcing

End of Unit

Stinger- EndStinger- End

• Demand for Action– “Get easy to use Sunny-Grow today.”– “Get to Best Buy today.”

• End of spot also includes sponsor’s name and location and/or slogan

Page 18: Commercial Announcing

Fact Sheet CommercialFact Sheet Commercial

• Announcer has a list of facts

• No script

• Ad-Lib

• You might want to use the product first

• Become familiar with it

• Be sincere

• Challenging to do

Page 19: Commercial Announcing

Donut CommercialDonut Commercial

• Combo of recorded message by agency and live copy read

• Jingle- bed music- jingle

• Read over the “hole”

• Good timing needed

Page 20: Commercial Announcing

Live TagLive Tag

• Variation of donut

• Recorded copy first, then announcer adds info about local advertiser (Example…Chevy spot followed by go to Elkins Chevrolet in Pitman)

• Tag might be name/address/phone

• This is live! Timing is important

Page 21: Commercial Announcing

Spokesperson SpotSpokesperson Spot

• Well known figure involved

• Could be owner of business

• Might just voice beginning

• Some work well