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Radio Advertising
What is It?
What is it?• Effective?
–
• Advantages?–
• Disadvantages? –
What is it?• Effective?
–
What is it?• Advantages?
–
What is it?• Disadvantages?
–
You're Not Buying a Commercial, You're Buying an Audience
• Radio stations sell time
• They sell access to markets.
• Key feature of a radio station is “format”– the type of programming it features
• Format determines the audience
• Audience determines the advertisers.
Buying Radio Time: Pick Your Day-Parts
• Day is divided into day-parts (not hours)– A.M. drive timeA.M. drive time, 6 a.m. to 10 a.m., has the
most listeners– MiddayMidday, 10 a.m. to 3 p.m., will have
considerably fewer listeners– P.M. drive timeP.M. drive time, 3 p.m. to 7 p.m, will have
almost as big an audience as the morning drive time
RADIO STATS
The REACH of RADIO POWER
Radio Stats
Future of Radio Advertising
Future of Radio
Examples
Radio Ad Examples
• ET ROBBINS EXAMPLES– Altima– College
RADIO LOUNGE EXAMPLES – Verizon– Break Up– Texans (Moulds)
Student Examples
• Level Night Club
• Fireworks
SCRIPT WRITING
• Write for the EAR not the eye!
Script Writing TIPS
• Identify Core Message• Touch Emotions• Paint a Picture• Sell Results not the Product• Make a specific offer• Demand an action
Radio Copywriting Examples
• Example 1
• Example 2
• Example 3
CrEaTe a RaDiO aD
• Step 1 – Write the Script–Radio Ad Script Assignment
• Step 2 – Record Voices• Step 3 – Import Music/Effects• Step 4 – Produce as .MP3
–Radio Spot Creation Rubric
PRODUCING
• AUDACITY BABY!