Transcript Unit 12 Radio Advertising

Radio
Advertising
Radio Advertising
• Radio Advertising reaches 96% of people
over the age of 12
• Radio Advertising has a wide reach in
audience, making ads effective tools
• There are advantages and disadvantages
Radio Advertising
• There are good times and bad times to
place radio ads.
• Good times are usually first thing in the
morning and early evening…(drive times)
• Drive times have the most concentrated
audience
Radio Advertising
• Drive Time or (Prime time)
– People driving to and from work
– Best chance to reach the largest audience
between
– 6:00 a.m. to 10:00 a.m.
– 3:00 p.m. to 7:00 p.m.
Radio Advertising
• Radio ads are presented in
– 15, 30 or 60 second intervals
– Messages need to encourage the listener to
listen. Radio ads need to have background
music, jingles, slogans and sound effects to
add excitement. Humor is great.
– Sample of a great ad with all the perks
Radio Advertising
• Radio ads are great for targeting the
audience (Tractor pull on a hip hop station, Ahhhhhh!) I don’t think so!
• Radio ads are flexible, advertisers can
change the script or message within a few
days
Radio Advertising
• Radio is a great mobile medium, take it
anywhere
• Running, car, work, anywhere
Radio Advertising
• Problem:
– Radio ads have a short life cycle
– When the ad has played its gone………..
• This problem is solved by buying several
spot to play the ad several times (costly)
Radio Advertising Rates
• When advertising there are 3 options
– Network (across the country, affiliate radio stations Example:
weekly top 40)
– National spot (companies advertise across the country on a
station by station basis Example: Coke or Don’t drink and Drive
MADD campaign)
– Local (local business to target local target market)
Radio Advertising Rates
• Rates
– Monetary rates are for 15, 30, or 60 second
commercials
– Rate breaks
• Frequency (repetition of commercial)
• Undesirable time periods
Types of Radio Commercials
1. Radio Announcement
2. Jingle
3. Conversation
When Writing Radio
Commercials
• List all facts about the business
– name & address of business
– hours of operation
– dates of promotional activities
– who, what, when, where, why, how
Writing Radio Commercials
• Be brief but thorough
– 30 seconds: 75-80 words
– 60 seconds: 150-170 words
• Repeat business name frequently
– 30 seconds: 5-7 times
– 60 seconds: 10 times
Jingle
• 30 or 60 second commercial
• Music, singing, and a copy that is spoken
• Typical jingle
– 3 seconds ~ music
– 10-15 seconds ~ singing
– 10-30 seconds ~ copy
– 7-12 seconds ~ ending the commercial
Conversation/Dialog
• 2-voice or conversation spot
• 60-second spot
• Be descriptive with words
Conversation / Dialog
• Use background sound effects to maintain
attention
• Deal with problems
– Child abuse, cancer research, AIDS
• Argue about a specific product / service
Radio Advertising
• Radio Commercial Project
•
Students will be in groups of 2 people. The radio commercial must be original. The radio
commercials you will be creating are in a jingle and conversation format. The conversation should
be between 30 to 60 seconds in length and / or a jingle can be either 30 seconds or 60 seconds in
length.
•
•
•
•
•
Requirements for Jingle
Open 3-5 Seconds of Music
7-10 Seconds of Singing
10-30 Seconds of Copy (Speaking about the Business)
10-15 Seconds to End Commercial
•
•
Requirements for Conversation
This is a more serious format, but still be creative. Use humor wherever appropriate on your
commercial. Use sound effects, facts, or people discussing issues. These are just ideas.
Sample Commercial
In a small group of 2 people, write a sample
conversational commercial and jingle on a
businesses you wish, incorporating all
parts of a commercial whenever possible:
EXAMPLES