1. WEEK 4: WRITING FOR RADIO COMMERCIALS Writing for Media

2. 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

3. 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

4. Making Your Advertisements Effective Relevant Original Impactful

5. Advertising Principles Awareness/Attention Interest Desire Action

6. Advertising Principles Accuracy Persuasion Repetition Likability Features Tell, Benefits Sell

7. 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

8. 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?

9. Examples of Radio Commercials  Men’s Wearhouse & Ford (:60 & :30): http://www.eccsvox.com/audio_retail.php http://www.eccsvox.com/audio_retail.php  Great America (:30): http://www.eccsvox.com/audio_themepark.php http://www.eccsvox.com/audio_themepark.php  Earth, Wind & Fire (:60): http://www.eccsvox.com/audio_concerts.php http://www.eccsvox.com/audio_concerts.php  Pizza Shuttle (:60): http://www.whitericeadvertising.com/broadcast/radio.html http://www.whitericeadvertising.com/broadcast/radio.html  Germanfest (:30): http://www.whitericeadvertising.com/broadcast/radio.html http://www.whitericeadvertising.com/broadcast/radio.html  All City Communication (:60): http://www.whitericeadvertising.com/broadcast/radio.html http://www.whitericeadvertising.com/broadcast/radio.html