A Clients Guide To

Radio Advertising

Maslow’s Hierarchy

Of Needs

Maslow's hierarchy of needs is a theory in psychology proposed by Abraham Maslow in his 1943 paper "A Theory of Human Motivation" in Psychological Review. Maslow subsequently extended the idea to include his observations of humans' innate curiosity.

His theories parallel many other theories of human developmental psychology, some of which focus on describing the stages of growth in humans.

Maslow used the terms Physiological, Safety, Belongingness and Love, Esteem, Self-Actualization and Self-Transcendence needs to describe the pattern that human motivations generally move through.

 Maslow studied the healthiest 1% of the college student population.Maslow's theory was fully expressed in his 1954 book Motivation and Personality.

http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs

Unique Selling Point

Unique selling point or USP for short is a concept first proposed as a theory to explain a pattern in successful advertising campaigns. The USP states that such campaigns made unique propositions to the customer that convinced them to switch brands. The term was developed by a guy named Rosser Reeves and it is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.

Advert one – Coca-Cola Pop

Here is a link to the advert http://mp3.radio-ads.co.uk/cd/H_Coca_Cola_Rock_(Long).mp3

This would be aimed at an international audience as the brand Coca-Cola is worldwide

The chosen target audience for this product would be families of the ages 4-40 middle class upwards

How is the advert structured The advert itself is a single voiced clip which starts

off with a mysterious person getting out a coke and opening it with what sounds like a bottle cap opener, after opening the what can only be a glass bottle the person then proceeds to take out more bottles in which they open each one to the well known theme of Coca-Cola before pouring a glass and adding some ice. This is then followed with a woman speaking and telling the audience that is “perfectly chilled on the coke side of life” and cutting away to the Coca-Cola theme. This advert contains no music until the end and completely relies on the sound of the coke being opened and poured to make the listener think about the coke and shortly after want to have one.

What advertising and persuasive techniques are used?

The Main advertising persuasive technique used in this particular advert was superlative, the reason why I think this was used is because of what the woman said at the end of the advert “perfectly chilled on the coke side of life”. By using the word perfectly she's implying that the coke is at the best suitable temperature of cold that no one can ever complain about it because of there being no faults.

Another possible advertising persuasive technique used in the advert is Opinion is fact. Why I think this was used was also because of what the woman said in the advert, by saying that the drink is perfectly chilled on the COKE side of life she makes the listener think that the PERFECT drink that you can acquire can only be Coca-Cola.

Radio advert styles and Purpose The main Radio advert style this advertisement focuses on

is surreal, I think this is the case because since the majority of the advert is just the sound of someone pouring a glass of Coca-Cola. This can be portrayed as a daydream because of the lack of speech which can cause the listener to picture themselves doing what the actions sound like in the advert.

Since they are no offers heard through out the advert I safely say this advert is just long term as they are solely just promoting the brand product Coca-Cola .

The main purpose of this advertisement is to promote the Product Coca-Cola and also to increase “brand awareness” through the product. They so this through a unique style by keeping it plain, simple and lack of sale offers, persuasive language and information about the product.

Where does this advert fit in Maslow’s hierarchyThis advertisement fits into the Basic needs

category because of it being a drink, a vital part of human survival

What broadcasting code(s) would the makers needs to have considered? When broadcasting an advertisement the

makers have to consider several codes constructed by BCAP in order to have their advert aired. In terms of the Coca-Cola advert the makers would have to look for the codes concerning drinks .

Advert two – PSP Centipede

http://mp3.radio-ads.co.uk/cd/C03511380C6_128.mp3

This would be aimed at an international gaming audience as this product is owned by Sony, which is worldwide

The chosen target audience for this product would be teenagers and adults of both genders

How is the advert structured The advert is multi voiced scripted dialoged that

starts off by a man telling his friend that Sony PlayStation portable consoles are only £129.99, after hearing this news his friend known as “dustball” gets excited and rambles on about one his side stories about being chased by a centipede with 129.99 legs. After listening to the side story the guy replies with him just saying that he only said price of the console, this is then followed buy another guy who repeats what the price of the console was and that is has no relation to centipede’s. The advert contains no music or sound effects but rather using comedic elements in a short chat between to friend about the PSP price, a back story and how they don’t relate to each other.

What advertising and persuasive techniques are used? The Main advertising persuasive technique used in this particular

advert was superlative, the reason why I think this was used is because of what the first guy says at the start of the advert “hey dustball Sony PSP’s are only £129.99”. By using the word only he plays with the mind of the reader by making making it sound that the price is much cheaper then the reality of the actual cost.

Radio advert styles and purpose The Two main Radio advert styles this advertisement contains are

Humorous and fictional, this is the case because of a few key points in the advert; key point number one being the short back-story of the second guy, key point number two being the first guys reaction to this and the third key point being the third guy concluding the first guys topic and second guys story have nothing to do with each other.

Since this advert contains no Special limited time sales but does include a brand and a product (Sony the brand PSP the product) I can say with confidence this fits into the long term category.

The main purpose of this advertisement is to promote the Product Sony PSP and also to increase “brand awareness” through the product. What is interesting about uniqueness of the advert style is that by combining the topic of the advert, a random story and a conclusion of the relationship between the two is that it creates a second and more stronger radio style.

Where does this advert fit in Maslow’s hierarchyThis advertisement fits into the self

actualization category because of it being able to play games, which contain problem solving and creativity.

What broadcasting code(s) would the makers needs to have considered? When broadcasting an advertisement the

makers have to consider several codes constructed by BCAP in order to have their advert aired. In terms of the Sony PSP advert the makers would have to look for the codes concerning video games .

Advert Three – KFC Pony ice-cream

http://mp3.radio-ads.co.uk/cd/C22316016_128.mp3

This would be aimed at an international audience as KFC is a worldwide food company

The chosen target audience for this product would be families

How is the advert structured This particular advert is multi voice scripted and

opens up to a woman congratulating a little girl by the name of Jessica for doing outstanding with her school report, this follows with a man introducing her reward which is in this case is a KFC bucket of chicken with to large sides, a bottle of Pepsi and her favorite ice cream. Jessica then replies to this by saying the total price of the deal which is £12.99 then questions about the pony the two adult promised her, this followed by another woman who introduced the product the ice cream bucket and then her ending it off with “KFC, serving up soul”. This advert contains slightly cheesy calm music which flows with what the actors are singing about and contains no SFX.

What advertising and persuasive techniques are used? The Main advertising persuasive technique used in

this particular advert was superlative, the reason why I think this was used is because of what the girl says about half way into the advert “but that’s only £12.99”

Radio advert styles and purpose The Two main Radio advert styles this advertisement

concentrates on is simple and Humorous, I think this advert covers both of these styles because not only does it play on the stereotype of a little girl wanting a pony and the same old gimmick of her asking why did she never get it, but also that they say clearly what food she is getting and that the price of the meal is told right after.

This particular advert does not contain any special offers or limited but does promote a new meal from the company this becomes a long term advert.

KFC’s purpose in this advert are to promote a new meal that is now available but also to raise “brand awareness” through this act so to draw in more customers. On an extra note the unique style used in the advert is interesting because from the start it all builds up this emotion of passion and trust to the listener with the musical of the little girl and with the slogan “serving up soul “ which in turn makes us think the company are really dedicated to their work.

Where does this advert fit in Maslow’s hierarchyThis advertisement fits into the Basic needs

category because of it being a food, a vital part of human survival

What broadcasting code(s) would the makers needs to have considered? When broadcasting an advertisement the

makers have to consider several codes constructed by BCAP in order to have their advert aired. In terms of the KFC advert the makers would have to look for the codes concerning food .

Mc Donald's – The Growling

http://mp3.radio-ads.co.uk/cd/mcdonalds_growling.mp3

The chosen target audience for this product would be families

This would be aimed at an international audience as McDonalds is a worldwide food company

How is the advert structured This advert is single voice scripted and begins with the announcer

warning people across the nation that they will become victims of “the Growling” this Halloween, after saying the word growling a grumbling sound can be heard followed by the announcer telling to the crown to “feel it in the pit of there stomachs” which the grumbling sound is then heard again with a woman screaming with it. The guy then breaks the suspense by saying that the only way to stop it is a McDonald's Double cheese burger, he then goes to explain the burger has more beef and cheese that not even the growling can handle. He finally ends it off by introducing the McDonalds pound saver menu following with the famous slogan “I'm loving it” and menacing laughter. The advert contains dark classic horror movie music with the added effect of lightning and the scream of a woman, it is also styled as a old fashion Halloween movie trailer with the the suspense music cutting off when the cheese burger is announced. An added note is that the famous McDonalds tune was made with an organ instrument to keep with the theme of Halloween

What advertising and persuasive techniques are used?The Main advertising persuasive technique

used in this particular advert was superlative, I think this is the case because of the announcer using the word only to imply that the one true way to stop this monster “the Growling” is to consume a double cheese burger.

Radio advert styles and purposeThe main Radio advert style this advertisement

focuses on is surreal but not in the form of a dream but the form of a nightmare, I think this because of the theme of the advert which is Halloween a holiday based on monsters and dark things and in this case they case the feeling hunger as being a Halloween monster.

the purpose in this advert is to promote the McDonalds pound saver menu and to use this to also promote “brand awareness” making this long term.

Where does this advert fit in Maslow’s hierarchyThis advertisement fits into the Basic needs

category because of it being a food, a vital part of human survival

What broadcasting code(s) would the makers needs to have considered? When broadcasting an advertisement the

makers have to consider several codes constructed by BCAP in order to have their advert aired. In terms of the McDonalds advert the makers would have to look for the codes concerning food.