2500 Your ad has tremendous competition! Commercial Impressions.
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Transcript of 2500 Your ad has tremendous competition! Commercial Impressions.
2500Your ad has Your ad has tremendous tremendous competition!competition!
Commercial Commercial ImpressionsImpressions
Your goal: Your goal: ads that workads that work
The offerThe offer
Your goal:Your goal:ads that workads that work
The offerThe offerThe media/placementThe media/placement
Radio’s assets Radio’s assets Average daily listening is 3 hours,Average daily listening is 3 hours, 3 minutes3 minutesLower clutter level than tv orLower clutter level than tv or newspapernewspaperTargeted, mobile, intrusiveTargeted, mobile, intrusiveIntimateIntimate
Your goal:Your goal:ads that workads that work
The offerThe offerThe media/placementThe media/placement
Your goal:Your goal:ads that workads that work
The offerThe offerThe media/placementThe media/placementThe creativeThe creative
Your creative Your creative goal:goal:
Great Radio Great Radio That Works!That Works!
Are theseAre these greatgreat Radio Radio
commercials?commercials?Washington Apples
Glendale Federal
Both are award-winning creativeBoth are award-winning creative
If you said...If you said...
Washington Apples:
Specific product, Specific product, WashingtonWashington Apples, was not recalledApples, was not recalled
If you said...If you said...
Glendale Federal: Glendale Federal:
Mercury finalist; very successfulMercury finalist; very successfulcampaigncampaign
The consumeris the only judge who
counts!
Product is the starProduct is the star
Staples - Mercury $100K Winner
Tools: product mention/repetition, productTools: product mention/repetition, productattributes/benefits (affinity)attributes/benefits (affinity)
Connect with Connect with consumer through consumer through
emotion, emotion, visualization and visualization and
affinityaffinity RSPCA
Radio Advertising Bureau
Tools: theater of the mind, tell a story, Tools: theater of the mind, tell a story, go for the heartgo for the heart
Use product identifier;Use product identifier;enhance product’s enhance product’s
asset valueasset valueMotel 6 - Mercury $100K Winner
Tools: spokesperson, DR/mnemonic,Tools: spokesperson, DR/mnemonic,
SFX “hook,” sloganSFX “hook,” slogan
Use clean, balanced Use clean, balanced productionproduction
St. Louis Symphony - Mercury WinnerUTA - Mercury $100K Winner
Tools: Music, SFX, theater of the mindTools: Music, SFX, theater of the mind
K.I.S.S.K.I.S.S.Pine Street Inn - Mercury Finalist
Ortho - Mercury $100K Winner
Tools: drama, celebrity endorsement, Tools: drama, celebrity endorsement, outrageousness/affinity, humor/affinityoutrageousness/affinity, humor/affinity
Use the right Use the right “voice”“voice”
Lee Apparel - Mercury Winner
Tools: foreign language, format marketing, Tools: foreign language, format marketing, testimonial (affinity)testimonial (affinity)
Use the right Use the right “voice”“voice”
Showtime Networks - Mercury Winner
Tools: foreign language, format marketing, Tools: foreign language, format marketing, testimonial (affinity)testimonial (affinity)
Mom: Ohhhh…what are you doing my son?!Teenager: Having breakfast…Mom: Albertico, you’re using milk for your
cereal…Teenager: My name is not Albertico…Mom: Shhh! Don’t deny your name…but you’re pouring the milk!!!Teenager: Yes! That’s how you’re supposed to eat cereal!!Mom: You have finished the last drop of milk Albertico…and that milk... (tataaaaaan!) That milk was your father’s.Dad: My milk!!!Mom: Noooooo!! Stop Joseph Michael Anthony!! How about some freshly squeezed juice?Dad: But…why? Whyyyyyyyy!
Announcer: Are you watching too many novelas? Get
Showtime en Español…with Hollywood
Hits no one else has, knockout
championship boxing, powerful original
movies and series like the new hit,
Resurrection Blvd. It’s different TV…it’s
TV without limits…Showtime en
español…No limits.
Local HeroLocal Hero“Title Here”
Agency Name Here Agency Name Here Mercury Information Here Mercury Information Here
Have a clear, specificHave a clear, specificcall to actioncall to action
Hollywood Video - Mercury Winner Full Sail Brewing - Mercury Winner
Tools: live DJ “endorsement,” slice of life, Tools: live DJ “endorsement,” slice of life, celebrity endorsement, 1-800/Internetcelebrity endorsement, 1-800/Internet
RAB’s Essential RAB’s Essential EightEight
1. Product must be the star1. Product must be the star
2. Connect with the consumer2. Connect with the consumer through emotionthrough emotion
3. Use product identifier3. Use product identifier
4. Clean production4. Clean production
RAB’s Essential RAB’s Essential EightEight
5. K.I.S.S.5. K.I.S.S.6. Use the right “voice”6. Use the right “voice”7. Reinforce other media7. Reinforce other media8. Clear, specific call to action8. Clear, specific call to action
Creating Creating great great RadioRadio
commercials iscommercials is always a always a
challenge...challenge...
Real world Real world challengeschallenges
Clutter and confusionClutter and confusionTime povertyTime povertyConsumer skepticismConsumer skepticismCompetitors’ presenceCompetitors’ presenceZapping (it’s easy, it’s fun!)Zapping (it’s easy, it’s fun!)
Use the Essential Use the Essential Eight Eight
to overcome theseto overcome thesechallengeschallenges
Here’s one who did...
““Cat Dryer/Oh No!”Cat Dryer/Oh No!”
PARC - Portland Area Radio Council - Mercury Winner
Great RadioGreat RadioThat Works!That Works!
Thank youThank you
© 2001 Radio Advertising Bureau