Commercial Announcing Generate Sales

Who Develops Them? Large Markets- Agencies write Smaller Markets- Continuity Writer DJ Live Reads from fact sheets such as testimonials

Analyzing a Spot What is the spot trying to accomplish? –Some are selling a product –Some want to sell their image Strength of company Speedy service Caring staff What’s the mood –Serious, funny, friendly –Which tone of voice to use

Analyzing a Spot Consider the message –What is the advertiser trying to get across? –What action are they seeking? –Specific Message? –What actions to take? Who is the message intended for? –Tone, rate, mood for teens is different than seniors

Energy Delivery Styles –Hard Sell- »Tension and excitement »Higher volume level »Faster rate –Soft Sell- »Relaxed and conversational –Let’s Listen…

Straight Read Most basic form No music or effects Relies on the announcer’s skill to bring the spot to life Most difficult to do Emphasis, Pausing, Rate & Inflection important

Straight Read Example…

End of Part 1 Straight Read Projects SR 1, 2, 4, 5/6, Muffins, Sphere’s Gym Choose 5 of remaining for SR Project

Music Bed In many spots Added to “punch up” a spot Music plays while copy is read Music MUST be appropriate for the style or mood of the spot Watch level…not too loud or soft –Words of the spot are more important SFX could be added to enhance the spot

Music Bed Example…

Music Bed & SFX Project 1 voice & bed Use Mix Paste (under Edit) & turn volume down 5 spots with bed 3 spots with SFX

Dramatization Spot Multiple voices, music, sfx, singers Called high production value spots Mini drama spots, acting

Dramatization Spot Projects Mix Paste several 3 projects 3 choice

Structure of a Spot A commercial has a beginning, middle and end Has a motivational structure Create Need Satisfying Need Demand Action A commercial has a beginning, middle and end Has a motivational structure Create Need Satisfying Need Demand Action

Hook- Beginning Captures Attention Ask a question is common… –“Does your lawn look like a dandelion patch?” –Try not to use a YES/NO question. Why? Unusual Statement –“The typical lawn has over 738 dandelions!” Sound Effect –“Boing! Boing! Ahh, more dandelions popping up in your front lawn.”

Satisfy the Need- Middle Follow up the Hook with a solution to the problem Find out more about the product –“A special seed and fertilizer blend” –“The creamy peanut butter”

End of Unit Stinger- End Demand for Action –“Get easy to use Sunny-Grow today.” –“Get to Best Buy today.” End of spot also includes sponsor’s name and location and/or slogan

Fact Sheet Commercial Announcer has a list of facts No script Ad-Lib You might want to use the product first Become familiar with it Be sincere Challenging to do

Donut Commercial Combo of recorded message by agency and live copy read Jingle- bed music- jingle Read over the “hole” Good timing needed

Live Tag Variation of donut Recorded copy first, then announcer adds info about local advertiser (Example…Chevy spot followed by go to Elkins Chevrolet in Pitman) Tag might be name/address/phone This is live! Timing is important

Spokesperson Spot Well known figure involved Could be owner of business Might just voice beginning Some work well