KEYBOARDING ACTIVITY

• Continue on with All the Right Type (ART) for 5 minutes today

BUSINESS 8

Broadcasting Ads: Radio

Marketing: Advertising

BROADCASTING

Broadcasting Advertising refers to commercials aired on either television or radio, which are typically called slots or spots.

Broadcasting is also known as on-air advertising

With print ads you were buying Space (permanent), but with Broadcasting you are buying time or air (temporary)

RADIOIn your car. At home. At work. We all listen to the radio.

People who listen to the radio on average listen to the radio for 3 hours a day

Radio is an audio only format. There are over 20 defined radio formats designed to attract a wide variety of people and ads are typically heard 12-18 times a week

BASIC RULES

The basic rules of advertising applied to radio demand:• A Strong Introduction • Good Offer • Solid approach to Product Attributes or

Benefits• A Call to Action

• How do you get the customer to buy now

• How do you get the customer to contact you

• Info about:

• Attribute means what the product has. Its features

• Benefit means what the product will do for me

• This refers to the main idea of the ad

• The important info that relates to the deal or value

• This refers to how well you get the audiences attention

• What do you do to keep them interested, not change channels

Introduction Offer

Attributes &

BenefitsCall to Action

4 RADIO STRATEGIES• Language, Articulation and Voice

• Special Effects

• Theater of the Mind

• Action & Interaction

Language, Articulation and Voice• People are listening to your message

so it cant have too many big complicated words nor be spoken too fast. The voice must be nice to listen to and the words spoken clearly (pronunciation)

Utilize Special EffectsExtra sounds can be used to help imaginationBut people are listening for pleasure, be careful with distracting, confusing, harsh, scratchy and annoying sounds

Theater of the Mind• Use concepts and words that

create imagery• People enjoy to be challenged to

see new things or think new ways• BUT Don’t go too far, get too

complicated

Action & InteractionEffective radio encourages the audience to take action, go somewhere or do somethingInvite the listener to a location to interact with the station (grand opening, community event…)

RA D I O A DV E RT E X A M P L E S

BROADCAST

ACTIVITY 1: RADIO COMMERCIALS

• In groups of 2-4, use the internet to listen to some radio broadcasting messages, commercials and advertisements (audio not video).

 

• Take down some notes and think about the basic rules and strategies discussed before.• On a piece of paper, you are going to

create your own radio commercial for a specific product and a target market

ACTIVITY 2: THINK-PAIR-SHARE

• In groups of two I want you to take turns talking about your radio advertisement. • Each person will introduce their ad and

receive comments from the other person about their ad. • The point is to improve your commercial

through feedback from your peers. Try to understand other peoples opinions on advertising in order to…

Get Attention Give InformationMotivate a Purchase Generate Sales

ASSIGNMENT: BROADCASTING ADVERT

After you are going to submit for marks your work done in creating the script for your radio advert.

You need to hand in:1. Your original script2. The changes made to your script through peer review3. A final script

ASSIGNMENT: BROADCASTING ADVERT

Evaluation50 marks will be based on the thought and effort put into making your script (original, changes and final)25 marks will be based on your attempt to follow the 4 basic rules discussed25 marks will be based on your attempt to follow the 4 radio strategies discussed

1. WHAT DO YOU FIND HARD ABOUT MAKING A RADIO COMMERCIAL

2. WOULD YOU PREFER TO HAVE A RADIO OR PRINT AD FOR YOUR BUSINESS?

3. WHAT DO YOU THINK IS THE MOST IMPORTANT OR BEST PART OF A RADIO COMMERCIAL? OR WHAT SHOULDN’T A RADIO COMMERCIAL DO?

EXIT SLIP

YOU CAN FIND MY NOTES AT UBC BLOGS UNDER MY NAME: MR VATOUGIOS

HTTPS://BLOGS.UBC.CA/MRVATOUGIOS/

CLASS NOTES