Radio & Television Advertising

...Media which transmits sounds or images electronically, including radio and television.

WHAT IS ELECTRONIC MEDIA?

Radio is a personal, one-on-one medium; people listen to alone. It is mobile, entertaining people who are driving, walking, or It is mobile, entertaining people who are driving, walking, or

at home. at home. There are more than 10,000 AM and FM radio stations.There are more than 10,000 AM and FM radio stations. Ads are presented in 10-, 20-, 30-, or 60- second time Ads are presented in 10-, 20-, 30-, or 60- second time

periods.periods.

THE MEDIUM OF RADIO...

Over a lifetime of 70 years, the average person spends almost 6 years listening to the radio.

In an average week, 93.6% of In an average week, 93.6% of the U.S. population listens to the U.S. population listens to radio.radio.

The average American listens The average American listens to the radio more than 3 hours to the radio more than 3 hours every weekday, and 5 hours every weekday, and 5 hours on the weekend.on the weekend.

WHO USES RADIO?

Because consumers can’t “see”see” what is being advertised through radio, but can only “hear”hear” what is being sold to them…radio ads utilize the Powers of Persuasion!

Let’s see how well YOU fare….

ALL ABOUT THAT PERSUASION…

1. Straight Announcement One person, usually an announcer delivers the message. One person, usually an announcer delivers the message. Music may play in the background.Music may play in the background. Very popular because they are adaptable to almost any Very popular because they are adaptable to almost any

product or situation. product or situation.

2. Presenter Uses one person or character to present the product and Uses one person or character to present the product and

carry the sales message. carry the sales message. Ex.) Celebrities (Catherine Zeta Jones for T-

Mobile) & animated characters (Tony the Tiger)

RADIO ADVERTISEMENT FORMATS

3. Testimonial A satisfied user tells us how effective the product is. A satisfied user tells us how effective the product is. Must be believable and not distract from the product. Must be believable and not distract from the product.

4. Musical Musical commercials, also known as jingles prove to bring Musical commercials, also known as jingles prove to bring

much success to companies. much success to companies. Donut: Entire commercial is sung, with a hole for spoken copy in

the middle. Hook: Jingles should have this. Part of the song that sticks in your

memory. Real Men of Genius

RADIO ADVERTISEMENT FORMATS

Everything You Never Want to Hear in a Radio Ad

RADIO AD “NO-NO”…

Using the activity you just completed, choose 4 of the scenarios to develop radio ads around- utilizing each of the 4 radio advertising formats (straight announcement, presenter, testimonial, and musical)! So….each agency group will turn

in a total of 4 radio advertisements by the end of the class period.

And remember…each of the 4 types of radio advertising formats MUST be used!

AD AGENCY ACTIVITY!!!

oTarget audiences.oAffordabilityoFrequencyoFlexibilityoMental imageryoHigh level of

acceptance.

ADVANTAGES VS. DISADVANTAGES

o Listener inattentiveness.

o Lack of visuals.o Cluttero Scheduling or buying

difficulties.o Lack of control.

Segue: A transition from one element to another. For example, one sound effect leads into another, but there is no overlap in sound.

Fade in/ Fade out: Fade in means start from no sound, and builds up. Fade out means the sound is brought down to no level.

On/ Off Mike: On mike means spoken directly into the microphone. Off mike means a sound will be spoken in the background.

Crossfade: One sound fades into another, so in other words, there is a time that they are both being aired.

RADIO SCRIPT TERMINOLOGY

Up, down, & under: Up means increasing the level of music. Down means immediately decreasing. Under means keeping music in the background throughout the spot.

Stinger: An audio exclamation point. For example, a horn or other attention-getting short sound.

Cut: An abrupt change in sound. Similar to a cut in video.

RADIO TERMS CONT’D

<Stinger> Car starting and the engine revving.<Crossfade> Car driving off.<Fadeout> Off car noise.<Bill> “Wait a minute…you don’t have to go all the way down

to Mexico to get a good margarita and have fun”.<Cut> Screeching sound of car brakes.<Segue> “Happy” Mexican music.<Under> Keep Mexican music under while a male with a

strong Mexican accent comes on.<Juan> “Come down to Chevy’s Fresh Mex where the

margaritas flow like water and where everyday is Cinco De Mayo”. “We also prepare the best Mexican cuisines from here to Tijuana”. “The atmosphere is great and the fun never ends”. “Who says your kids are the only ones that have fun these days.”

<Bill> “So come on down to Chevy’s…the spice in your life!”

RADIO AD

Television advertising is embedded in television programming & considered to be the ultimate advertising medium because it combines sight, sound, action, and color. Today, the medium of television has 2 principal forms,

broadcast and cable. Both types present ads in 30- or 60-second spots, with the

exception of the infomercial.

TELEVISION ADVERTISING...

Over a lifetime of 70 years, the average person with spend nearly ten years watching television; with the average family watching 8 hours and 11 minutes of television each day!!!

An estimated 98 million households have at least 1 television set. 1,375 commercial television stations, affiliated with ABC, CBS,

NBC, or Fox. 84 ad-supported cable networks. 11,600 local cable channels.

THE TELEVISION AUDIENCE!

Mass coverageSome selectivity ImpactCreativityPrestigeSocial dominance

ADVANTAGES VS. DISADVANTAGES

High production cost High airtime cost Limited selectivity Brevity Clutter Zipping & zapping