Umar Hassan

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Umar Hassan

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The guide to Radio advertising. Umar Hassan. Brief introduction to radio advertising. - PowerPoint PPT Presentation

Transcript of Umar Hassan

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Umar Hassan

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In this guide, you will be looking at the key concepts you have to consider when creating a radio advertisement for commercial stations. The concepts you need to consider before making a radio-friendly advert are:

Structure of the advert: Is the advert in a single voice or multiple voice? Or is it structured in a conversation?

Unique Selling Point (USP): What differentiates this product in this advert from the competition?

Maslow’s Hierarchy of Needs: Where does this advert fit in with the needs of the target demographics?

Purpose: What’s the product trying to promote? E.g. Brand awareness Advertising and Persuasive Techniques: Is the advert using a wide

range of language? Or is it using imperatives to command you to do something?

Broadcasting codes: What would the advert makers consider when making an advert?

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The main purpose of every radio commercial that is broadcast is to raise “Brand Awareness” and to promote increased sales of the product that is advertised.

These types of adverts raise an income for the commercial radio stations broadcasting the advertisement.

Raising brand awareness: Mainly commercials can be about the brand themselves rather than the product. This technique helps the brand either solidify it’s place in the market or raise their profile.

Some established brands continue to advertise because they are well-known. This means that the brand is sending a message to it’s competition by keeping themselves in the public eye or ear. Existing brands reinvent themselves through clever marketing.

Most, if not all brands use the seasons of the year (Christmas and Easter) to promote their flagship products to a wide demographic to persuade consumers to part with their cash and buy.

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As you may know, there are many different ways to structure radio advertisements. Some are more familiar than others but the structure is critical to promoting any products on sale.

If for any reason, you don’t structure your advert towards your target demographic, the product you are selling towards your audience diminishes and then making a profit for your product becomes even more harder because consumers cannot put faith into what the company is trying to sell.

It’s incredibly important that if you have a great structure for your advert because if you know what your selling towards your target demographic, then selling the product becomes more easier. Which makes the company who’s selling it a lot easier to make a profit. This means that once the consumer knows what they’re buying, then they have a lot of faith within the company because they expect this level of quality.

In each slide, you will be taken to a different structure that is commonly used in radio advertising. The slides will give you all the relevant information that is required to structure a radio advertisement.

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In most radio advertisements, you’re most likely to hear radio adverts use either single or multiple voice. We’ll start off with single voice.

Single voice: As you may know single voice is the most commonly used technique in radio advertising. There is one straightforward technique that is used frequently in single voice radio ads. This is called “A Straight Read”

A Straight Read involves 60seconds of reading straight, concise information that is required to directly sell consumers it’s product. It’s directed to motivate consumers to buy the product. Although this style of advert is not used for comedy value, you can add actuality to liven up the advert and sell the product to your target demographic. This technique is an effective way of people who are new to radio advertising to jump in and implement this technique from the get-go.

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As you are already aware of, many if not all radio adverts use different techniques to persuade you to buy your products.

With advertising techniques for example, there are many techniques that advert makers use to influence consumers to buy their products. Here are a few examples:

Brief: A brief is an overview of what your trying to achieve with the product you’re trying to advertise to your audience.

Imperatives: Imperatives are used to demand the consumer to do something immediately.

Use of every/always: This is used to make the listener feel like they are spoken directly to them.

Humour: Humour is used to make a connection between the audience and the brand.

Alliteration: Alliteration is used to help the consumer remember the brand name and it’s product.

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Persuasive techniques are used to convince the consumer to buy their branded products.

This often involves persuading the consumer to buy the product by using different techniques to persuade the consumer to part with their cash to buy the brand’s product. Here are a few examples:

Rhetorical Question: A question that is designed to make the reader think. This doesn’t require an answer.

Flattery: Saying nice things about the listener to get on your side.

Emotive Language: Words and phrases that are used to make the reader feel something.

Rule of three: To repeat an image or idea three times in a different way.

Superlative: An adjective used to imply the highest or lowest quality.

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In the mid 50’s, an American psychologist named Abraham Maslow put forward an idea based on a Hierarchy of human needs.

His concept was that each stage of needs needed to be satisfied before coming onto the next one- like climbing up a flight of stairs. There are 5 stages that are used in this Hierarchy:

1. Physiological needs: Everyday things like food, drink, sleep and sex.

2. Safety needs: Security, protection and order. 3. Love needs: respect from others and confidence based on

others 4. Esteem needs: Respect, self-confidence, self-acceptance and

self-worth. 5. Self-actualisation needs: Fulfilling one’s potential, develop

potential within yourself and create beauty. Many advertisers use Maslow because they persuade

consumers into buying products they desire rather than having the basic everyday essentials. This means that advertising companies make massive profits on the products that consumers don’t need. Most advertising companies use a USP to seduce customers to buy their products and leave the basic essentials behind.

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There are many different styles that are used in radio, but you have to consider with each advert how the brand presents their product to their target audience. Here are some examples of radio advert styles:

1. Humour: Is the advert funny? 2. Serious: Does the advert lack in humour? 3. Factual: Is the advert based on facts? 4. Fiction: Does the advert have a story? 5. Nostalgic: Does the advert refer to the past? 6. Pastiche: Is the advert paying tribute or is it trying to

replicate another piece of work? 7. Simple: Is the advert straight-forward?

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There are many regulations that a radio advert go through because the regulators must find that the advert is following all the rules before it’s played on air.

ASA (Advertising Standards Authority): The ASA is one of the many advert regulated companies in the UK that specialises in making sure that the brands follow all the rules that are regulated by the company themselves so that the adverts are fit to broadcast to the wider public.

BCAP codes: BCAP (or Broadcast Committees of Advertising Practice) is the company that has all the codes that are related towards broadcasting different genres of adverts. An example of a BCAP code is when in the code 03: Misleading advertising 3.1 is when the brand is in breach of misleading consumers materially.

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OFCOM: In the OFCOM Broadcasting Code, it has all the relevant principles that are related to TV and radio. Harm and offence to name but a few principles in the OFCOM broadcasting code. If you complain about an advert that is in breach of the regulations on TV and Radio, the complaint goes through to the Advertising Standards Authority (ASA) where they deal with the misconduct of the company. If it’s a political advert, then OFCOM deals with complaints about a breach in political advertising.

RACC (Radio Advertising Clearance Centre): RACC is the commercial radio’s advertising clearance body. Commercial radio stations need to comply with the conditions where their licence to broadcast is granted by Ofcom. These conditions include the compliance with BCAP UK Code of Advertising as well as the Ofcom Broadcasting Code. RACC also clears national and commercial references so that the advertising companies provide consistent standards for the benefit of both consumers and the industry itself.

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Sky Movies advert is structured in a multiple-voice format where two men are having a conversation about watching a movie (rom-com) under the stars via Sky’s on-the-move service Sky Go.

The advert also uses humour to give it a feel of it being a “proper conversation” which means the audience are able to connect with the men and be persuaded to upgrade to the Movies pack. Also, the use of repetition to make sure that it’s customer base as well as first time buyers of Sky know this is the “Sky Movies Pack”.

At the end of the advert, it transitions from a multiple voice to a single voice where a female voice briefly goes through how to access Sky Movies via “Sky Go” as well as the terms and conditions.

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The advertising and persuasive techniques used in the Sky Movies advert are:

Opinion as fact, e.g. “No-one brings you movies like Sky Movies”.

Use of second-person language, e.g. “Have you ever wished you could watch a movie under the stars?”

The use of exaggeration to suggest that watching movies on TV and on the go via Sky is better than it’s competition (BT, TalkTalk, etc.)

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The Unique Selling Point for Sky Movies to market and sell it’s on –demand service “Sky Go” as the only place to watch movies whenever you want via PC, Laptops, mobile phones and tablets.

Sky is trying to stamp it’s authority on the market as the only place to watch on-demand content on the move and differentiating from it’s main rivals Virgin, BT and TalkTalk.

This means that Sky is marketing itself as the only place to watch movies as well as solidifying it’s place in the Satellite/Cable industry as the no.1 brand with consumers alike.

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According to Maslow’s Hierarchy of Needs, the Sky Movies advert perfectly fits in with the Love and Belonging needs section.

The reason is that the 4-5million subscribers who subscribe to the Sky Movies pack are part of an exclusive group who are able to relate to one another if they are part of the group who has this package.

This means that new subscribers who subscribe to the pack feel more welcome to be a part of this esteemed group which means that the consumer feels loved from this group of subscribers who are on Sky Movies.

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The main purpose for the Sky Movies advert is to promote “Sky Movies” to it’s over 10million customer base. Sky is persuading it’s customer base to upgrade from their existing packs and go to the Sky Movies pack for a reasonable price so they can have the exclusivity of watching movies wherever you want via it’s on the move service called “Sky Go”.

This means that once subscribers who upgrade to this pack get the “full treatment” where they can watch movies whenever they want at a time to suit you on 2 different devices. Laptops, tablets and mobile phones to name but a few.

This shows that Sky are standing out from their competition (Virgin Media) that the only place you can watch movies on TV and on the move is Sky. Not only this, Sky is raising furthermore advertising money in the TV and radio sector by promoting the Sky Movies pack.

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The broadcasting codes that Sky would have to take into consideration is the codes that are related to misleading advertising. There are 2 important codes that Sky must follow.

The first code which is 3.2. This explains that advertisements don’t mislead consumers by having either information that is presented in a secretive or unclear manner. Material information is information that’s delivered to the consumer to make an informed decision to buy a product or service.

The second code is 3.2.9. This suggests that the advertisement prices must state any grounds in which the advertisers have a believing that they cannot supply the advertised product at the price it was shown on air.

For a full detailed look at the Misleading broadcasting codes, click onto this link http://www.cap.org.uk/Advertising-Codes/Broadcast/BCAP-Code/~/media/Files/CAP/Codes%20BCAP%20pdf/BCAP%20Section%203_2013.ashx Published by BCAP Accessed on Tuesday 26th March 2013.

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With the structure for the Cadbury Dairy Milk advert, it retains the multiple voice structure but has a more realistic feel to it. The Cadbury advert uses a lot of repetition. One example of this is when the lady briefly explains the cash prize of the competition. Then what happens next is the man comes in and repeats what the lady said before. However, there is the inclusion of wind-blowing SFX with the man shouting to suggest that the advert is set somewhere cold and desolate.

The inclusion of SFX as well as the ear muff gives it an added dramatic effect which gives the advert a signature style which audiences/listeners will love.

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The advertising and persuasive techniques used in the Cadbury Dairy Milk advert are:

Use of second-person language: e.g. “You could win up to” Imperatives: e.g. “You could win up to 10,000 Euros with

Cadbury Dairy Milk”. Use of persuasive language and actuality to create an image

in the consumer’s head once they’ve won the competition, the consumer feels like the money is surrounding them.

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The Unique Selling Point for the Cadbury Dairy Milk advert is to market the competition of 10,000 Euros. If the consumer buys the chocolate bar, then they are in the running of winning the cash prize.

This means that Cadbury are standing out from the competition (e.g. Galaxy) and persuading the existing consumer who doesn’t buy Dairy Milk to switch from their existing bar and move to Cadbury and have a chance of winning.

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According to Maslow’s Hierarchy of Needs, the Cadbury advert fits in the psychological needs section because since it’s food, it’s designed to make the consumers think about Dairy Milk as well as be influenced by the fact that if they open the Dairy Milk bar, then they could win the cash prize.

Also, Dairy Milk fits in the love and belonging needs section as well since the manufacturer Cadbury is a national brand. This means that if you the consumer constantly buy their products, then you feel like you’re part an esteemed group of lovers who enjoy Dairy Milk and have been buying the chocolate bar for a set amount of years.

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The key purpose of the Dairy Milk advert is to make sure that Cadbury has a strong share in the confectionery market. This means that Cadbury is able to solidify it’s share in the market by advertising Dairy Milk to a large demographic.

This shows that Cadbury has the longevity with the Dairy Milk brand which means more and more casual and hardcore consumers will prefer Dairy Milk to Galaxy and Mars, which is Cadbury’s main competition in this sector of the confectionery market.

Like Sky, Cadbury are raising more revenue through advertising their flagship Dairy Milk bar which means they get more money through advertising and consumers buying the bar.

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The broadcasting codes that Cadbury would have to take into consideration is they follow the competition codes that are related towards broadcasting competitions toward consumers.

The code 28.1 states that the competitions must be conducted in a fair manner. This means that the full terms and conditions must stated accurately towards consumers.

For a full detailed look at the competition advertising codes, click onto this link http://www.cap.org.uk/Advertising-Codes/Broadcast/BCAP-Code/~/media/Files/CAP/Codes%20BCAP%20pdf/BCAP%20Section%203_2013.ashx Published by BCAP Accessed on Tuesday 26th March 2013.

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The Toyota Aygo advert has a completely different structure to the Sky Movies and Dairy Milk advert. With the past two adverts, the structure they use is a multiple-voice format, the Toyota uses a single-voice format.

The first-half of the advert has a man go through briefly the features of the car. An example of this is “iPod connectivity” so consumers get a brief understanding of what’s equipped in the car before you buy it.

What happens next is the man is briefly replaced by a woman who says the slogan “There’s more to a Toyota” to show that the Aygo is better than any other city car out there in the market.

At the end of the ad, the voice-over man goes through swiftly over what’s being mentioned in the advert earlier at a quicker pace so if listeners have lost track of what’s being mentioned, then they know now what’s equipped in the Aygo.

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The advertising and persuasive techniques used in the Toyota Aygo are:

Opinion as fact: e.g. “There’s more to a Toyota”. Use of alliteration: e.g. “There’s a lot to say about the

Toyota Aygo, go”. Use of exaggeration: e.g. “0% APR”.

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The Unique Selling Point of the Toyota Aygo is to market it’s city car to a large majority of the radio audience.

This is shown when the voice-over man explains about it’s features of the car such as “Bluetooth connectivity” and “iPod connectivity”.

This shows that Toyota is trying to seduce it’s audience to buy the Aygo over it’s competition. The Citroen C1 and Nissan Pixo are two good examples of city cars that are around the same budget as the Aygo. However, the 2 cars don’t have the comprehensive amount of features as the Aygo.

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According to Maslow’s Hierarchy of Needs, the Toyota Aygo fits in between safety and self-esteem needs.

Firstly, the safety needs are used for the features of the Aygo. For example with the parcel window because the consumer would feel safe and secure inside the car because they know that if the consumer was feeling unsafe, the Aygo would give the consumer a bond that would be unbreakable with the car.

Secondly with the safety needs as well, the consumer feels respected by the fact that the car is with them for every step of their journey.

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The purpose for the advert to promote the “Aygo” as the city car that consumers want in their everyday lives. By explaining the comprehensive features as well as the 0% APR, Toyota is trying to persuade it’s customer base as well as first-time buyers of Toyota to switch from their current cars to the Aygo.

This means that Toyota are trying to market the Aygo as the best city car out there in the market compared to it’s competition, the Nissan Pixo and Citroen C1 are a few examples of the competitors that Toyota are facing in this competitive car market.

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The broadcasting codes that Toyota would have to take into consideration is all the relevant codes that are related towards broadcasting motoring adverts, all codes are especially relevant towards the Toyota Aygo.

The most important code for the Aygo is the code 20.1, the car manufacturers must not promote any form of dangerous driving or suggest that driving a motorcycle or car is extremely safe.

For a full detailed look at the motoring broadcasting codes, click onto this link. http://www.cap.org.uk/Advertising-Codes/Broadcast/BCAP-Code/~/media/Files/CAP/Codes%20BCAP%20pdf/BCAP%20Section%2020.ashx Published by BCAP Accessed on Tuesday 26th March 2013.

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Like the Toyota Aygo advert, the British Gas advert is structured in a single-voice format. The voice-over woman is trying to persuade us the consumers to replace our old boilers and get £400 off a new one.

The use of Blur’s “The Universal” as a music bed along with the SFX of a rocket blasting off informs us it’s the start of the radio advertisement.

This means that the advert is trying to grab our attention and be informed about the current deal that British Gas is trying to promote to it’s customers. During the advert, there is the use of repetition throughout the advert to inform us it’s British Gas and there is a limited time to this offer.

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The advertising and persuasive techniques used in the British Gas advert are:

Rhetorical question: e.g. “Boiler not taking off as it used to?”

Mentions the brand’s name a few times to remind the listeners that it’s British Gas.

Use of imperatives: e.g. “Trade in your old boiler and you could get £400 off a new one”.

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The Unique Selling Point of British Gas is to persuade it’s customer base to replace their old, knackered boilers for a brand new one and have the luxury of having £400 off once they have purchased it.

This means that British Gas is differentiating from it’s main energy suppliers e.o.n. and nPower and give it’s customer base a helping hand. So it shows that British Gas are willing to help it’s customers upgrade without having too much hassle and delay from other companies.

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According to Maslow’s Hierarchy of Needs, the British Gas advert fits in between Physiological/Safety needs.

Firstly, the safety needs are related to when British Gas request consumers to “replace their old boilers” and get “£400 off” a new one.

Lastly, the physiological needs are related towards consumers. Consumers need gas to warm their houses up because fossil fuels are used to heat the houses up.

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The purpose for the British Gas advert is to promote it’s “scrappage” scheme where their customer base can trade their old boiler and get an added £400 off their new ne. Since the offer is for a limited time, only customers who are with British Gas can apply for this offer. This means that once you’ve applied before the expiry date, the consumer will have their new boiler installed by an expert engineer.

This shows that British Gas are standing out from other energy companies which means that they are able to give it’s customer base a helping hand by replacing old boilers for new ones which means that British Gas are able to have higher profits from advertising the offer as well as making the money through this “scrappage” scheme.

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The broadcasting codes that British Gas must take into consideration that they follow all the codes that are related towards misleading advertising. The two codes that are related towards British Gas are in the general section.

The first code is 3.2 where the advert must not contain any material information that’s kept secret or presented in an ambiguous manner.

The second and final code is 3.3.3 where the recommended price of the boiler from British Gas, including taxes must be in the nature that the price of the boiler isn’t calculated in advance, instead the manner in which the product is calculated properly.

For a full detailed look at the Misleading broadcasting codes, click onto this link http://www.cap.org.uk/Advertising-Codes/Broadcast/BCAP-Code/~/media/Files/CAP/Codes%20BCAP%20pdf/BCAP%20Section%203_2013.ashx Published by BCAP Accessed on Tuesday 26th March 2013.