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Creativity and CopywritingLecture 8 - Radio
Lynn CS4029 Lecture 8
CreativeThinking
AdReview
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Lecture(Part 2)
Lynn CS4029 Lecture 8
Lecture(Part 1)
Wrap-Up
LECTURE BREAKDOWN
Lynn CS4029 Lecture 8
CreativeThinking
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Lecture(Part 2)
Lynn CS4029 Lecture 8
Lecture(Part 1)
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CreativeThinking
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Lynn CS4029 Lecture 8
2
I’ve chosen four random words: Fairy, Applause, Birthday, Diary.
3
“Growth”
Start with the simplest of the words and then proceed step by step to the more complex. Explain the stages of growth and their feasibility.
1
You have 5 minutes to write down your thoughts.
Creative Thinking
CreativeThinking
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Lynn CS4029 Lecture 8
Lecture(Part 1)
Wrap-Up
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Lynn CS4029 Lecture 8
Ad Review
Radio Ads from Singapore
CreativeThinking
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Lynn CS4029 Lecture 8
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Lecture 8: Spoken Word
Lynn CS4029 Lecture 8
Lynn CS4029 Lecture 5FlickruserTomMrazek
The smart ones love doing [radio]. Itteaches you how to think clearly. Youcan develop a style, learn how to castand direct properly, and how to workwith actors and actresses. Smartwriters always welcome radio work.
Jeff Goodby“
Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8
Agenda
Myths of radio advertising
3 levers of great radio ads
Future of radio ads
Lynn CS4029 Lecture 8
Radio has high reach.
Myth Busted
Malaysia 94% Singapore 92%
MY: 18.1 hours
Nielsen Radio Audience Measurement Survey Time spent listening per week
SG: 18.12 hours
Source: Nielsen Radio Audience Measurement
Lynn CS4029 Lecture 8
Myth Busted
23%21%
17%
14%
10% 10%8% 7% 6%
4%
Y.E.S. 93.3 Class 95FM Spotify 987FM Gold 90 FM Kiss Power 98 Love Warna Ria
Spotify is the 3rd largest ‘radio station’ in SG.
Spotify & TNS Research: Weekly ReachN=2026 interviews
15-64
Lynn CS4029 Lecture 8
Myth Busted
39%
29%
22% 20% 18%
10% 9% 8% 7% 6%
Spotify 987FM Class 95FM Y.E.S. 93.3 Kiss Power 98 Gold 90 FM 938 Live Ria Wama
And, the largest ‘radio station for your age group.
Spotify & TNS Research: Weekly Reach
N=458 online interviews
15-24
Lynn CS4029 Lecture 8
Radio is visual.
Myth Busted
Photo Source: Museokeskus Vapriikki via Flickr
Lynn CS4029 Lecture 8
Myth Busted
Flickr user Michael Holler
Radio ads can be awesome!
Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8
Agenda
Myths of Radio Advertisements
3 Levers of Great Radio Ads
Future of Radio Ads
Lynn CS4029 Lecture 8
Radio ScriptsSound
Casting
3 Levers
Humour
Lynn CS4029 Lecture 8
Radio ScriptsSound
Casting
3 Levers
Humour
Think of radio writing as if you’rewriting a play, but without the first act.
Just jump right into act two and you’llput the audience in the center of theaction.
Margo Bergman“FlickruserTomMrazekLynn CS4029 Lecture 8
Lynn CS4029 Lecture 8
ANNCR
Tag
VO
Bilboard (…)
Filter
3 Levers - Scripts
Key Terms
Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8
Write like you speak1
Register your brand 2
Be emotive, especially in first 5s3
Focus on a single idea4
Be contextually relevant5
Image via Flickr user Flavio~
Don’t overdue it – underwrite! (2 words per second)6
3 Levers - Scripts
Best Practices
Avoid 3 Levers - Scripts
Staring an ad with, “I’m here at…” or “[Brand name] presents…”
Bleeping out the dirty words to show edginess
Corny jingles!!
Fake game shows, PSAs, call-in shows, and newscasts
The formula – comedic open: serious sales message: comedic close
Lynn CS4029 Lecture 8
Radio ScriptsSound
Casting
3 Levers
Humour
Lynn CS4029 Lecture 8
SFX
Levels
Up and under
Up and out
Track
3 Levers - Sound
Key Terms
Lynn CS4029 Lecture 8
3 Levers - Sound
Give sound space - 2 -3.5 seconds for every sound effect1
No cacophony 2
Don’t overdo it3
Set the scene quickly4
Best Practices
Lynn CS4029 Lecture 8
1 2 3 54
3 Levers - Sound
Lynn CS4029 Lecture 8
1 2 3 54
3 Levers - Sound
Lynn CS4029 Lecture 8
1 2 3 54
3 Levers - Sound
Lynn CS4029 Lecture 8
1 2 3 54
3 Levers - Sound
Lynn CS4029 Lecture 8
1 2 3 54
3 Levers - Sound
Lynn CS4029 Lecture 8
Radio ScriptsSound
Casting
3 Levers
Humour
Lynn CS4029 Lecture 8
Image via Flickr user Brian Stalter
3 Levers - Casting
Best PracticesEnsure he/she really aligns with your voice1
Be flexible, but not a pushover2
Use the casting process to tweak the script3
Experiment with non-traditional voices4
Don’t overdo it 5
Lynn CS4029 Lecture 8
3 Levers - Casting
Seek to know a range of people relevant in local pop culture.
Lynn CS4029 Lecture 8
Radio ScriptsSound
Casting
3 Levers
Humour
You don’t set out to be funny. You setout to sell something.
A rookie error is to mistake a goodjoke with a good ad.
Dan O’Day“
FlickruserTomMrazekLynn CS4029 Lecture 8
Luke Sullivan“
Lynn CS4029 Lecture 8
10 Questions to Ask Yourself Before You Air a Funny Ad By Dan O’Day
1. Is it funny the 1st time? What about the 20th time?
2. Does the comedy revolve around someone’s need for the product/service?
3. When the listeners remember the comic storyline will they remember the sales message?
4. Is there a key moment that repeat listeners can look forward to the next time the ad airs?
5. Does the key moment come at or near the end of the spot?
Humor
6. Does the ad avoid predictable characterizations?
7. Is there a smooth build up of comic tension?
8. Is there some sort of conflict to drive the story?
9. Does it avoid a reliance on a catchphrase made popular by another media message?
10. Does the humor accurately reflect the image the advertisers wants to project?
CreativeThinking
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Lecture(Part 2)
Lynn CS4029 Lecture 8
Lecture(Part 1)
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AdReview
LECTURE BREAKDOWN
Lynn CS4029 Lecture 8
Commercial Breakhttp://radiomercuryawards.org/2016winners.cfm
CreativeThinking
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Lecture(Part 2)
Lynn CS4029 Lecture 8
Lecture(Part 1)
Lecture(Part 2) Wrap-Up
AdReview
LECTURE BREAKDOWN
Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8
Agenda
Myths of Radio Advertisements
3 Levers of Great Radio Ads
Future of Radio Ads
Lynn CS4029 Lecture 8
Future of Radio
What do you think the futureholds for radio?
Lynn CS4029 Lecture 8
Advertisers will move beyond the spot.
Future of Radio
Lynn CS4029 Lecture 8
Collaboration
Sophisticated tech
Curation
Future of Radio
Multi-platform
CreativeThinking
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Lecture(Part 2)
Lynn CS4029 Lecture 8
Lecture(Part 1)
Wrap-UpWrap-Up
AdReview
LECTURE BREAKDOWN
That’s a wrap
Lynn CS4029 Lecture 8