Radio and Television Lecture 4 © 2013 SAGE Publications, Inc.

Why radio? It’s everywhere Stimulates immediate action Supports local retail Segmented markets Radio personalities sell Creative flexibility Podcasts © 2013 SAGE Publications, Inc.

Radio production considerations Voice talent Timing Direction (humor, dialog) © 2013 SAGE Publications, Inc.

Creative considerations Be outrageous Do something unexpected Use detail Combine the extreme with realism © 2013 SAGE Publications, Inc.

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 © 2013 SAGE Publications, Inc.

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 © 2013 SAGE Publications, Inc.

Creative techniques © 2013 SAGE Publications, Inc.

Impact Universal access Huge audience Segmentation Campaign integration Cross promotion Internet viewing Why television © 2013 SAGE Publications, Inc.

Limitations of TV advertising Time limit High cost Intrusive nature DVRs/online viewing © 2013 SAGE Publications, Inc.

How to show your concept Script Storyboard Key frame Scenario © 2013 SAGE Publications, Inc.

TV commercial styles Slice of life (problem-solution) Spokesperson/testimonial Celebrity Story line Vignettes Musical © 2013 SAGE Publications, Inc.

Humor (what makes it funny?) The unexpected Pain/risk of pain Exaggeration © 2013 SAGE Publications, Inc.

What makes it good? Good direction Attention to detail Talent/acting Editing © 2013 SAGE Publications, Inc.

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 © 2013 SAGE Publications, Inc.

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? © 2013 SAGE Publications, Inc.

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 © 2013 SAGE Publications, Inc.

Beyond television Branded content online Online videos Optimized video for mobile Video displays Sales presentations Trade shows Digital billboards © 2013 SAGE Publications, Inc.

Three things about online Get them to come Get them to stay Get them to come back © 2013 SAGE Publications, Inc.

Banner ads © 2013 SAGE Publications, Inc.

Tips for banner ads Think billboards Keep it simple Offer an incentive Change the offer Engage the viewer Don’t forget the brand © 2013 SAGE Publications, Inc.

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 © 2013 SAGE Publications, Inc.

Online options © 2013 SAGE Publications, Inc.

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 program Make sure banners link to proper sites Rethink overuse of QR codes © 2013 SAGE Publications, Inc.

Design for web Think of website as campaign Design at different levels Prioritize—most important stuff goes first Understand navigation-simplify Keep design simple © 2013 SAGE Publications, Inc.

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 © 2013 SAGE Publications, Inc.

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 © 2013 SAGE Publications, Inc.

Branded entertainment online Entertainment first, brand second Resonate with target audience Viral potential Make it easy to share Think campaigns © 2013 SAGE Publications, Inc.

Branded entertainment © 2013 SAGE Publications, Inc.