WEEK 4: WRITING FOR RADIO COMMERCIALS Writing for Media.

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Presentation transcript:

WEEK 4: WRITING FOR RADIO COMMERCIALS Writing for Media

What is Advertising? Form of persuasive communication used to get the consumer to respond in a favorable manner, typically by making a purchase of your product or service

What is Advertising? Typically used to reach a mass audience Reach and frequency are key Though purpose is to persuade, informing can be an important role

Making Your Advertisements Effective Relevant Original Impactful

Advertising Principles Awareness/Attention Interest Desire Action

Advertising Principles Accuracy Persuasion Repetition Likability Features Tell, Benefits Sell

Considerations When Writing Commercials Demographics  Age, gender, education, geographic location, race,/ethnicity, income, etc  Family status  Occupation Cultural & social characteristics/psychographics  Norms/values  Subcultures  Social interests  Memberships  Attitudes, values, beliefs, interests, lifestyles Objective Hard sell vs. soft sell

Writing for Radio Goals to accomplish:  Identify your business  Make an offer, state a benefit and/or make a promise  Provide adequate contact information No visuals – just words  Pace  Sound effects  Music  Jingles, slogans, other branding Timing critical Who is your voice?

Examples of Radio Commercials  Men’s Wearhouse & Ford (:60 & :30):  Great America (:30):  Earth, Wind & Fire (:60):  Pizza Shuttle (:60):  Germanfest (:30):  All City Communication (:60):