ADVERTISINGC O M M 1 1 9 : B R OA D C A S T P R O D U C T I O N

ADVERTISING•Advertising, whether on radio or TV, involves the same kinds of production techniques you use in all areas of Broadcast Production• It does, however, involved a different kind of preparation•This chapter deals with how to approach an advertising project rather than a narrative project

12 TYPES OF ADVERTISING•On pages 38-39 of your book, it breaks down a list of 12 types of advertising as described by advertising expert, Donald Gunn.• In this week’s quiz, you will match the ad type with a linked commercial – you can only take this quiz once but you are encouraged to use your book as your resource. You can also search for “12 Types of Advertising” and find online resources.

12 TYPES OF ADVERTISING•Awareness of the different types of ads is key to understanding not only how they work, but which kinds would work the best for your needs.•This quiz will help hone your Broadcast Production knowledge by asking you to apply your critical thinking skills to differentiate between the 12 Types of Advertising discussed in your book.

ADVERTISING• When crafting an ad, there are three major areas that

always need to be addressed:1. WHAT IS YOUR PRODUCT?2. WHAT IS THE MESSAGE?3. WHO IS THE TARGET AUDIENCE?– All successful ads grow from a strong understanding

of these three areas of information specific to the product you are selling.

–They also inform each other a great deal; for instance, the message of your ad depends on the target audience and vice versa.

ADVERTISING-CONSUMER PROFILE•A consumer profile can be an essential tool in advertising – it’s vital that everyone involved have a clear idea of just who it is they’re targeting. On the next slide are some questions you might want to ask yourself when you create a profile for an advertisement (also in your book and on the website:

ADVERTISING-CONSUMER PROFILEWho are they What kind of person is buying the product

What do they do You don’t need to be exact – you are trying to envisage whether they are students, at

school, whether they have a job and if so what sort of level of income.

Where do they live This may or may not be important.

Who do they live

with

Again, this may or may not be important but you are thinking about who makes the

financial decisions

What do they like to

do

What kind of social activities might they enjoy, are they internet savvy? Again you

don’t have to be very specific – just do they like music, sport, arts, etc. etc. Are they

busy people or do they have a lot of free time?

How do they shop Do they like particular brands or do they pick and mix, do they shop on the internet or

go out shopping? Do they like browsing or do they only shop when they have

something specific they want?

ADVERTISING-CRAFTING AN AD•Once you’ve decided WHAT you want to say and WHO you want to say it to, then you need to decide HOW you’re going to say it.•Your book offers insight into the different aspects that go into crafting ads for TV and Radio including writing copy, crafting slogans, and using music, effects, and voice-over.

ADVERTISING-BOARD DISCUSSION• Go to WEEK #5 and participate in this week’s discussion

by coming up with the basis for one commercial for our TV Project, FINAL BREAK. You will need to supply these things for our first 30-second TV ad:

– Commercial Visual Content – what will we see during the ad?

– Commercial Audio Content – what will we hear during the ad? Remember, this can be actual dialogue from the show, a voiceover announcer, or a combination of both

– Slogan/Catch-Phrase/Hook – what will the slogan of the commercial that you hope will make the viewer remember the show?

– I've done a sample one to get you all started.