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Commercial AnnouncingCommercial AnnouncingCommercial AnnouncingCommercial Announcing
Generate Sales
Who Develops Them?Who Develops Them?
• Large Markets- Agencies write
• Smaller Markets- Continuity Writer
• DJ Live Reads from fact sheets such as testimonials
Analyzing a SpotAnalyzing a Spot
• What is the spot trying to accomplish?– Some are selling a product– Some want to sell their image
• Strength of company• Speedy service• Caring staff
• What’s the mood– Serious, funny, friendly– Which tone of voice to use
Analyzing a SpotAnalyzing a Spot
• Consider the message– What is the advertiser trying to get across?– What action are they seeking?– Specific Message?– What actions to take?
• Who is the message intended for?– Tone, rate, mood for teens is different than
seniors
EnergyEnergy
• Delivery Styles– Hard Sell-
» Tension and excitement» Higher volume level» Faster rate
– Soft Sell-» Relaxed and conversational
– Let’s Listen…
Straight ReadStraight Read
• Most basic form
• No music or effects
• Relies on the announcer’s skill to bring the spot to life
• Most difficult to do
• Emphasis, Pausing, Rate & Inflection important
Straight ReadStraight Read
• Example…
End of Part 1
Straight Read ProjectsStraight Read Projects
• SR 1, 2, 4, 5/6, Muffins, Sphere’s Gym
• Choose 5 of remaining for SR Project
Music BedMusic Bed
• In many spots
• Added to “punch up” a spot
• Music plays while copy is read
• Music MUST be appropriate for the style or mood of the spot
• Watch level…not too loud or soft– Words of the spot are more important
• SFX could be added to enhance the spot
Music BedMusic Bed
• Example…
Music Bed & SFX ProjectMusic Bed & SFX Project
• 1 voice & bed
• Use Mix Paste (under Edit) & turn volume down
• 5 spots with bed
• 3 spots with SFX
Dramatization SpotDramatization Spot
• Multiple voices, music, sfx, singers
• Called high production value spots
• Mini drama spots, acting
Dramatization Spot ProjectsDramatization Spot Projects
• Mix Paste several
• 3 projects
• 3 choice
Structure of a SpotStructure of a Spot
• A commercial has a beginning, middle and end
• Has a motivational structure
Create NeedCreate NeedSatisfying NeedSatisfying NeedDemand ActionDemand Action
• A commercial has a beginning, middle and end
• Has a motivational structure
Create NeedCreate NeedSatisfying NeedSatisfying NeedDemand ActionDemand Action
Hook- BeginningHook- Beginning
• Captures Attention• Ask a question is common…
– “Does your lawn look like a dandelion patch?” – Try not to use a YES/NO question. Why?
• Unusual Statement– “The typical lawn has over 738 dandelions!”
• Sound Effect– “Boing! Boing! Ahh, more dandelions popping
up in your front lawn.”
Satisfy the Need- MiddleSatisfy the Need- Middle
• Follow up the Hook with a solution to the problem
• Find out more about the product– “A special seed and fertilizer blend”– “The creamy peanut butter”
End of Unit
Stinger- EndStinger- End
• Demand for Action– “Get easy to use Sunny-Grow today.”– “Get to Best Buy today.”
• End of spot also includes sponsor’s name and location and/or slogan
Fact Sheet CommercialFact Sheet Commercial
• Announcer has a list of facts
• No script
• Ad-Lib
• You might want to use the product first
• Become familiar with it
• Be sincere
• Challenging to do
Donut CommercialDonut Commercial
• Combo of recorded message by agency and live copy read
• Jingle- bed music- jingle
• Read over the “hole”
• Good timing needed
Live TagLive Tag
• Variation of donut
• Recorded copy first, then announcer adds info about local advertiser (Example…Chevy spot followed by go to Elkins Chevrolet in Pitman)
• Tag might be name/address/phone
• This is live! Timing is important
Spokesperson SpotSpokesperson Spot
• Well known figure involved
• Could be owner of business
• Might just voice beginning
• Some work well