1. Broadcast Copy Preparation
Copywriting for the Electronic Media
(Meeske)

2. Planning a Commercial
Targeting the Audience:
Demographic Segments

3. Planning a Commercial
Targeting the Audience:
Age and Life Cycle

4. Planning a Commercial
Targeting the Audience:
Gender

5. Planning a Commercial
Targeting the Audience:
Income

6. Planning a Commercial
Targeting the Audience:
Education

7. Planning a Commercial
Targeting the Audience:
Occupation

8. Planning a Commercial
Targeting the Audience:
Race

9. Planning a Commercial
Targeting the Audience:
Geographic Factors

10. Planning a Commercial
Targeting the Audience:
Psychographics

11. The Copy Platform
Client and Product, Service, or Store

12. The Copy Platform
2. Target Audience (Geography, Demographics, Age & Life Cycles, Gender, Income, Education, Occupation, Psychographics)

13. The Copy Platform
3. Advertising Objectives

14. Advertising Objectives
To Inform:
Explaining how a product works
Telling the market of a price change
Advertising new uses of a product
Lowering buyer’s fears
Strengthening a company image
Changing false impressions
Explaining company services

15. Advertising Objectives
To Persuade:
Building brand preference
Urging buyers to switch to your product
Altering buyer views of product features
Encouraging buyers to purchase soon
Urging buyers to accept a sales call

16. Advertising Objectives
To Remind:
Reinforcing brand awareness
Reminding buyers that product may soon be needed
Reminding buyers where to buy product
Keeping buyers aware of product during the off season

17. The Copy Platform
4. Sales Slogan

18. The Copy Platform
5. Bonus Items

19. The Copy Platform
6. Approach

20. The Copy Platform
7. Positioning

21. Copy Platform for Fiber Lite
Client and Product:
Target Audience:
Objective:
Sales Theme:
Bonus Item:
Positioning:
Approach:

22. Copy Platform for Coors Beer
Client and Product:
Target Audience:
Objective:
Sales Theme:
Bonus Item:
Positioning:
Approach:

23. Sources of Copy Information
The Salesperson
Newspaper and Magazine Ads
Brochures and Pamphlets
Prepared Announcements
The Client

24. Copy Preparation and Traffic

25. The Copy Platform: Recap
Client and Product, Service, or Store
Objective
Target Audience (Geography, Demographics, Age & Life Cycles, Gender, Income, Education, Occupation, Psychographics)
Sales Slogan
Bonus Items
Positioning
Approach

26. Copy Platform for a Product
Quality Vertical Blinds
To convince homeowners to use vertical blinds instead of drapes
Homeowners, age Value-conscious people who want to make homes comfortable but contemporary
QVB give each room a contemporary look
Blinds are available in four styles
Product should be positioned as being easier to install, cheaper to maintain than drapes
Straightforward

27. Copy Platform for Local Retailer
Record Mart, three stores in Yourtown
To inform music loves that RM sells discs & tapes by contemporary well-known artists at discount prices
Males & females, age18-43, who enjoy contemporary hit music and frequently buy CDs. They are practical people who want quality but who don’t spend their money foolishly

28. Copy Platform for Local Retailer
The RM lets you enjoy your favorite recording stars and still stay within your budget
All CDs are guaranteed for one year
The RM store will be positioned as a business that appreciates serious music fans and understand their buying and listening habits
Enthusiastic delivery, with excepts from sample recordings

29. Points to Remember
A spot must be planned if it is to motivate people to respond.
A copy platform helps the copywriter prepare a successful sales strategy by identifying, in addition to the client and the product, service, or store, the (1) objective (2) target audience, (3) sales theme, (4) bonus items, if any, (5) positioning, and (6) approach.

30. Points to Remember
The salesperson is the copywriter’s primary source of information.
Newspaper ads, magazine ads, and brochures help the copywriter gather background information but are written for print, rather than for broadcasting.
Prepared announcements, with space for the local sponsor’s name and address, are sometimes available.

31. Points to Remember
A copywriter should maintain personal contact with clients but visit them only with the salesperson’s approval.
The copywriter must consult with the station’s traffic director to identify the date and time the spots will begin as well as when the spot will be aired during the broadcast day.