Commercials and Public-Service Announcements

Chapter 7

The future is purchasedby the present.

Samuel Johnson

I. Radio Commercials

A. Reaching the Audience 1. Demographic studies 2. Sponsored programs 3. Types of commercials a. rotating spots b. wild spots

4. Creating the commercial a. ad agency buys time, sends copy, and is read live b. ad agency buys time but station produces spot c. ad agency sends script and background music

d. ad agency sends completed recording e. local merchant records own spot at station f. account executive sells time, writes copy, and is read live

g. account executive sells time, writes the spot, and has announcer produce commercial h. a station employee (continuity director) writes and creates spot

B. Analyzing and Marking Commercial Copy 1. Structure of commercials a. rule of three b. parts of the copy 2. Mood of commercials 3. Mark copy for pauses and stresses

C. Working with Commercials During an On-Air Shift 1. Copy book or continuity b00k (day book) 2. Recorded commercials a. cart with live tag b. donut

3. Ad lib spots from fact sheet

II. Radio Public-Service Announcements A. Definition

B. Practice: Delivering Radio Commercials and PSAs 1. Read aloud various lengths for mood and timing 2. Write and record commercials based on fact sheets 3. Ad lib spots using fact sheets

III. Television Commercials A. Creation of Television Commercials 1. Few commercials are done live 2. Cooperative commercials

3. Who are the talents for television commercials? a. nationally known talent b. local business people and talents

4. How voice-over (VO) commercials are produced a. script is read and pictures are matched in postproduction b. visual is shown and announcer matches words

c. audio edited to match video in postproduction B. Practice: Delivering Television Commercials 1. Practice reading on-camera commercials

2. Practice ad-libbing on-camera commercials 3. Read a script timing it with silent video C. Developing On-Camera Skills 1. Dress as if hired to do the commercial

2. Try to convey impression sponsor wants 3. Have movements of props slow, deliberate, and economical 4. Try to simulate actual broadcast conditions

5. Adhere strictly to time limits 6. Speak conversationally and look at the lens 7. Practice switching from camera to camera 8. Do not do a parody of a commercial

9. Communicate