Radio and Television Lecture 4 © 2013 SAGE Publications, Inc

Radio and TelevisionLecture 4

© 2013 SAGE Publications, Inc.

Why radio?

• It’s everywhere• Stimulates immediate action• Supports local retail• Segmented markets• Radio personalities sell• Creative flexibility• Podcasts


Radio production considerations

• Voice talent• Timing• Direction (humor, dialog)


Creative considerations

• Be outrageous• Do something unexpected• Use detail• Combine the extreme with realism


A word or two about dialog

• Don’t make ordinary people spokespeople• Avoid stilted language-write the way people

talk• Close up gaps in conversation


Radio tips

• Keep it simple• Get to the point quickly• Don’t label sound effects, let them tell the story• Use voice to create visuals in the mind• Tailor copy to the market• Avoid using hard to remember numbers• Keep copy a little shorter than required• Read it out loud


Creative techniques


• Impact• Universal access• Huge audience• Segmentation• Campaign integration• Cross promotion• Internet viewing

Why television


Limitations of TV advertising

• Time limit• High cost• Intrusive nature• DVRs/online viewing


How to show your concept

• Script• Storyboard• Key frame• Scenario


TV commercial styles

• Slice of life (problem-solution)• Spokesperson/testimonial• Celebrity• Story line• Vignettes• Musical


Humor (what makes it funny?)

• The unexpected• Pain/risk of pain• Exaggeration


What makes it good?

• Good direction• Attention to detail• Talent/acting• Editing


Tips for TV• Get immediate attention• Stick with one main idea• Think about brand awareness• Use titles to reinforce key points• Think visually• Don’t forget synergy• Audio is still important• Make every second count• Give the viewers some credit• Don’t over explain• Don’t save it all for the ending• Think in campaigns• Study great commercials


Checklist for TV commercials

• Does the video tell the story without audio?• Did you specify all necessary directions?• Do audio and video complement each other?• Can you omit some scenes to make it simpler?• Have you identified the product well?• Do you get attention quickly?• Does it convey the One Thing?• Could a competitor do the same commercial?• Is it believable?• Are your proud to say you wrote it?


Presenting your commercials

• Review the strategy and state the One Thing• State your main creative theme• Describe main elements• Walk through the video portion first• Hit the key visual points, emphasize key frame• Go back and read the copy• Summarize the action with brief scenario


Beyond television

• Branded content online• Online videos• Optimized video for mobile• Video displays• Sales presentations• Trade shows• Digital billboards


Three things about online

• Get them to come• Get them to stay• Get them to come back


Banner ads


Tips for banner ads

• Think billboards• Keep it simple• Offer an incentive• Change the offer• Engage the viewer• Don’t forget the brand


Content Management Systems

• Web content for non technical people Close up gaps in conversation

• Requires strategic planning• Set the rules and enforce them• Limit access• Don’t walk away from it


Online options


Website tips

• Feature URL in traditional media• Create one or several landing pages with unique

URLs (microsite)• Get serious about SEO• Limit Flash—not searchable• Consider sponsored search and buying key words• Coordinate with email program • Make sure banners link to proper sites• Rethink overuse of QR codes


Design for web

• Think of website as campaign• Design at different levels• Prioritize—most important stuff goes first• Understand navigation-simplify• Keep design simple


• Call out important words• Use subheads to break up major blocks• Keep it simple• Use bullet points• Limit text links• Lead with main message, then drill down• Keep it short• Avoid scrolling if possible

Writing for web


Writing for SEO

• Strategic placement of key words• Pay attention to headlines/subheads• First and last paragraphs most important• Use keywords to rename images• Keep copy short and to the point• Use words with same meaning as key words• Don’t repeat key words too often• Lead with 2 most important words in headlines

(even if you have to use passive voice)© 2013 SAGE Publications, Inc.

How to minimize bounce rates

• Speed up load time• Get rid of popups• Optimize navigation-make it intuitive• Make sure content is relevant• Consider music—provide mute option


Branded entertainment online

• Entertainment first, brand second• Resonate with target audience• Viral potential• Make it easy to share• Think campaigns


Branded entertainment


Documents

Radio and Television Lecture 4 © 2013 SAGE Publications, Inc