Broadcast Advertising POSITIONING STATEMENT States how the consumer

Broadcast Advertising POSITIONING STATEMENT States how the consumer

Broadcast Advertising POSITIONING STATEMENT States how the consumer should perceive your product/client. Ricks Gun and Liquor Store is the most convenient gun and liquor store in town. Distinguish this client from anyone like them. Factual differences Ideological differences (the headache medicine)

COPY PLATFORM List client including focus of this spot / campaign Objective what the sales goal is on this spot Target Audience standard age breaks: 18-24, 2534, 25-44, 35-44, 35-49, 55+ etc. -- and also include other important demographic info Sales theme / bonus items Positioning Approach COPY PLATFORM The theme that runs throughout the campaign. Will appear in all advertising. Reflects the positioning statement.

May be a slogan. Bullets and booze to go. COPY PLATFORM -- APPROACH Straight copy Institutional / soft sell Spokesperson Sponsor speaks, Hard Sell

Urgency, testimonial, endorsement price reduction, slogans Humorous Repeated airing? Client image? Dialogue or Narration

Straight voice, VO music, donut, jingle TV: VO, chromakey, studio, EFP? CREATIVE PLANNING Spots have to resonate with the consumer. To make the consumer understand the message the copy writer must understand the consumer. The first few seconds of the spot have to be powerful. Grab the attention. The Hook. AIDA

Attention how Interest of the target audience Desire appeals Action What kind of call to action persuasive strategies CREATIVE PLANNING Keep it simple. One idea per spot. It can be price, quality, quality, convenience, etc.

But only one: A news story has lots of facts but one FOCUS A commercial must have a developed sales theme COMMERCIAL FORMATS Dramatic Short

plays Exposition sets the stage Conflict whats the problem? Rising action complications Climax problem is solved product is the hero Resolution repeat the selling points CREATIVE PLANNING Problem solution Sometimes uses the dramatic

element Demonstration TV show the product in use Interview some are real some scripted Regulations about deceptive testimonials CREATIVE PLANNING Testimonial Uses celebrities Phrased in the first

person. I use the product Must be bona fide user of the product Average person must obtain same results Experts must be experts If organization consensus must be reached Any material consideration must be revealed CREATIVE PLANNING Spokesperson

Common character or person in all ads Does not claim to use product May be real or fictional Symbolism When the product is difficult or impossible to visualize or show Creative radio theatre of the mind Creative TV how to show abstractions

CREATIVE PLANNING Direct comparison Not before 1970 used Brand X Heavily scrutinized Difference must be verifiable Superiority must be clear Reinforces brand loyalty Viewed negatively when brand leader uses comparison against smaller brands Bing beat Google

Consumer may remember wrong product CREATIVE PLANNING Appeals Emotional appeals are stronger than logical appeals Emotional appeals are related to psychological needs Maslows hierarchy of needs EMOTIONAL APPEALS Security

appeal Safety and security Medications, vitamins, etc. Uses cognitive dissonance Threat or fear of bad breath, hair loss, dandruff, body odor, etc. Sex appeal Using the product will attract the opposite sex

EMOTIONAL APPEALS Love and sentiment Associated with a close and happy home life Baby products, pet products, foods, cameras, greeting cards Humorous appeal

Very difficult Humor may obscure the message If its not funny EMOTIONAL APPEALS Convenience Saves time and effort Even if two products are equal in quality, price, etc. convenience can sell one.

Curiosity Appeals unusual to our desire to explore the unkown or the EMOTIONAL APPEALS Ego appeal Desire for status

For comfort items, luxury items, big ticket Credit cards, luxury cars, designer clothing Hero worship Uses athletes, celebrities You will be like your hero, if you use the product EMOTIONAL APPEALS

Sensory appeals Appeal to one of the five senses Bandwagon effect Price and value Belonging Family Etc. COMMERCIAL WRITING

Keep language simple, concise and concrete Write as you speak Use pronouns Informal but not slang Simple sentences Active voice Language that is descriptive

COMMERCIAL WRITING Identify the selling points and repeat them NO emails, web addresses items people wont remember Avoid numbers in broadcast copy Phone numbers are not easy to recall unless they form an acronym Make numbers understandable No a.m. or p.m.

Give a referent like location COMMERCIAL WRITING In radio you are speaking to an individual Radio is a personal medium Difficult to reach listeners because of sweeps. COMMERCIAL WRITING Attention Interest

Desire Action COMMERCIAL WRITING No clichs helps control dandruff with regular use leaves dishes virtually the lady has spotless

taste Listerine fights bad breath you can be sure if its Westinghouse The Ford Fusion is 700% quieter PRODUCTION DIRECTIONS Radio Establish Hold under Cross fade Segue Delivery

directions TV Shot composition Camera movements Transitions describe the scene VO or on camera?

Recently Viewed Presentations

  • Dojo -

    Dojo -

    dojo.byId(String id) This function is a synonym for in IE or document.getElementById(id) in standard DOM. So you can say: dijit.byId(String id) returns a Dijit widget instance - One of the most commonly used features of Dojo is the dojo.query...
  • Applying COSOs Enterprise Risk Management Integrated Framework September

    Applying COSOs Enterprise Risk Management Integrated Framework September

    For more information On COSO's Enterprise Risk Management — Integrated Framework, visit or Applying COSO's Enterprise Risk Management — Integrated Framework This presentation was produced by Value is created by informed and inspired management decisions in all spheres...
  • Wood Chemistry PSE 406/Chem E 470 - University of Washington

    Wood Chemistry PSE 406/Chem E 470 - University of Washington

    The included portion is irregularly conical in shape with the tip at the pith. The fibre direction is at right angles or oblique to the grain of the stem, thus producing local cross grain. A small knot may also be...
  • Kaizen Project Presentation Template

    Kaizen Project Presentation Template

    We made a list of the key issues raised, proposed actions for modifying the Pilot (including who is responsible for making the change). Listed any modifications and changes needed. We implemented the changes from the pilot and moved to testing....
  • CG13335 - University of Pittsburgh

    CG13335 - University of Pittsburgh

    The software was originally designed to access GenBank, a fairly generic repository for DNA sequence data. However, several other extremely useful resources, such as ENSEMBL and UCSC are now available. In particular, the UCSC database contains a "concordance map" that...
  • Ch. 10 Student Notes

    Ch. 10 Student Notes

    TARIFF OF 1828 "Tariff of Abominations"- protective tariff - reenactment of tariff of 1828 Hurt south, favored northern commerce, enhanced power of central gov. South Carolina Exposition and Protest. nullification of this "unconstitutional" tariff - same arguments as VA and...
  • Next Generation Networks - Columbia University

    Next Generation Networks - Columbia University

    Next Generation Networks Introduction The Network Revolution Technology Trends Applications and Requirements Issues and Solutions Quality of Service Security Network Management High Reliability Intelligent Networking Example: Voice on the Next Generation Network Summary This R/Evolution Is Fueled By Unparalleled Customer...
  • CEE: beyond the cyclical peak CEE in 2018-19

    CEE: beyond the cyclical peak CEE in 2018-19

    The global manufacturing PMI Granger-causes UST yields. Global outlook. CEE outlook. Growth. Fiscal policy . Inflation. Monetary . policy. ... Source: EPFR, UniCredit Research. 3.1. Capital flows into EM bonds have been quite weak this year.