1. Broadcast Advertising

2. POSITIONING STATEMENT States how the consumer should perceive your product/client. “Rick’s Gun and Liquor Store is the most convenient gun and liquor store in town.” Distinguish this client from anyone like them. Factual differences Factual differences Ideological differences (‘the headache medicine’) Ideological differences (‘the headache medicine’)

3. COPY PLATFORM List client – including focus of this spot / campaign Objective – what the sales goal is on this spot Target Audience – standard age breaks: 18-24, 25- 34, 25-44, 35-44, 35-49, 55+ etc. -- and also include other important demographic info Sales theme / bonus items PositioningApproach

4. COPY PLATFORM The theme that runs throughout the campaign. Will appear in all advertising. Reflects the positioning statement. May be a slogan. “Bullets and booze to go.”

5. COPY PLATFORM -- APPROACH Straight copy Institutional / soft sell Spokesperson Sponsor speaks, testimonial, endorsement Sponsor speaks, testimonial, endorsement Hard Sell Urgency, price reduction, slogans Urgency, price reduction, slogansHumorous Repeated airing? Client image? Repeated airing? Client image? Dialogue or Narration Straight voice, VO music, donut, jingle TV: VO, chromakey, studio, EFP?

6. CREATIVE PLANNING Spots have to “resonate” with the consumer. To make the consumer understand the message – the copy writer must understand the consumer. The first few seconds of the spot have to be powerful. Grab the attention. The Hook. AIDA Attention – how Attention – how Interest – of the target audience Interest – of the target audience Desire – appeals Desire – appeals Action Action What kind of call to action – persuasive strategies

7. CREATIVE PLANNING Keep it simple. One idea per spot. It can be price, quality, quality, convenience, etc. But only one: A news story has lots of facts but one FOCUS A news story has lots of facts but one FOCUS A commercial must have a developed sales theme A commercial must have a developed sales theme

8. COMMERCIAL FORMATS Dramatic Short plays Short plays Exposition – sets the stage Conflict – what’s the problem? Rising action – complications Climax – problem is solved – product is the hero Resolution – repeat the selling points

9. CREATIVE PLANNING Problem – solution Sometimes uses the dramatic element Sometimes uses the dramatic element Demonstration – TV – show the product in use Interview – some are real – some scripted Regulations about ‘deceptive’ testimonials 

10. CREATIVE PLANNING Testimonial Uses celebrities Uses celebrities Phrased in the first person. Phrased in the first person. “I use the product…” “I use the product…” Must be bona fide user of the product Average person must obtain same results “Experts” must be experts If organization – consensus must be reached Any material consideration must be revealed

11. CREATIVE PLANNING Spokesperson Common character or person in all ads Common character or person in all ads Does not claim to use product Does not claim to use product May be real or fictional May be real or fictionalSymbolism When the product is difficult or impossible to visualize or show When the product is difficult or impossible to visualize or show Creative radio – theatre of the mind Creative radio – theatre of the mind Creative TV – how to show ‘abstractions’ Creative TV – how to show ‘abstractions’

12. CREATIVE PLANNING Direct comparison Not before 1970 – used “Brand X” Not before 1970 – used “Brand X” Heavily scrutinized Heavily scrutinized Difference must be verifiable Difference must be verifiable Superiority must be clear Superiority must be clear Reinforces brand loyalty Reinforces brand loyalty Viewed negatively when brand leader uses comparison against smaller brands Viewed negatively when brand leader uses comparison against smaller brands ‘Bing beat Google’ ‘Bing beat Google’ Consumer may remember wrong product Consumer may remember wrong product

13. CREATIVE PLANNING Appeals Emotional appeals are stronger than logical appeals Emotional appeals are stronger than logical appeals Emotional appeals are related to psychological needs Emotional appeals are related to psychological needs Maslow’s hierarchy of needs Maslow’s hierarchy of needs

15. EMOTIONAL APPEALS Security appeal Safety and security Safety and security Medications, vitamins, etc. Medications, vitamins, etc. Uses cognitive dissonance Uses cognitive dissonance Threat or fear of bad breath, hair loss, dandruff, body odor, etc. Threat or fear of bad breath, hair loss, dandruff, body odor, etc. Sex appeal Using the product will attract the opposite sex Using the product will attract the opposite sex

16. EMOTIONAL APPEALS Love and sentiment Associated with a close and happy home life Associated with a close and happy home life Baby products, pet products, foods, cameras, greeting cards Baby products, pet products, foods, cameras, greeting cards Humorous appeal Very difficult Very difficult Humor may obscure the message Humor may obscure the message If it’s not funny… If it’s not funny…

17. EMOTIONAL APPEALS Convenience Saves time and effort Saves time and effort Even if two products are equal in quality, price, etc. – convenience can sell one. Even if two products are equal in quality, price, etc. – convenience can sell one.Curiosity Appeals to our desire to explore the unkown or the unusual Appeals to our desire to explore the unkown or the unusual

18. EMOTIONAL APPEALS Ego appeal Desire for status Desire for status For comfort items, luxury items, big ticket For comfort items, luxury items, big ticket Credit cards, luxury cars, designer clothing Credit cards, luxury cars, designer clothing Hero worship Uses athletes, celebrities Uses athletes, celebrities You will be like your hero, if you use the product You will be like your hero, if you use the product

19. EMOTIONAL APPEALS Sensory appeals Appeal to one of the five senses Appeal to one of the five senses Bandwagon effect Price and value BelongingFamilyEtc.

20. COMMERCIAL WRITING Keep language simple, concise and concrete Write as you speak Use pronouns Use pronouns Informal – but not slang Informal – but not slang Simple sentences Active voice Language that is descriptive

21. COMMERCIAL WRITING Identify the selling points and repeat them NO emails, web addresses – items people won’t remember Avoid numbers in broadcast copy Phone numbers are not easy to recall unless they form an acronym Phone numbers are not easy to recall unless they form an acronym Make numbers understandable Make numbers understandable No a.m. or p.m. No a.m. or p.m. Give a referent– like location Give a referent– like location

22. COMMERCIAL WRITING In radio – you are speaking to an individual Radio is a personal medium Radio is a personal medium Difficult to reach listeners because of sweeps. Difficult to reach listeners because of sweeps.

23. COMMERCIAL WRITING AttentionInterestDesireAction

24. No clichés “helps control dandruff with regular use” “helps control dandruff with regular use” “leaves dishes virtually spotless” “leaves dishes virtually spotless” “the lady has taste” “the lady has taste” “Listerine fights bad breath” “Listerine fights bad breath” “you can be sure if it’s Westinghouse” “you can be sure if it’s Westinghouse” “The Ford Fusion is 700% quieter” “The Ford Fusion is 700% quieter”

25. PRODUCTION DIRECTIONS Radio Establish Establish Hold under Hold under Cross fade Cross fade Segue Segue Delivery directions Delivery directionsTV Shot composition Shot composition Camera movements Camera movements Transitions Transitions ‘describe the scene’ ‘describe the scene’ VO or on camera? VO or on camera?