WEEK 4 : WRITING FOR RADIO COMMERCIALS

Writing for Media

What is Advertising?

Form of persuasive communication used to get the consumer to respond in a favorable manner, typically by making a purchase of your product or service

What is Advertising?

Typically used to reach a mass audienceReach and frequency are keyThough purpose is to persuade, informing

can be an important role

Making Your Advertisements Effective

RelevantOriginalImpactful

Advertising Principles

Awareness/AttentionInterestDesireAction

Advertising Principles

AccuracyPersuasionRepetitionLikabilityFeatures Tell, Benefits Sell

Considerations When Writing Commercials

Demographics Age, gender, education, geographic location, race,/ethnicity,

income, etc Family status Occupation

Cultural & social characteristics/psychographics Norms/values Subcultures Social interests Memberships Attitudes, values, beliefs, interests, lifestyles

ObjectiveHard sell vs. soft sell

Writing for Radio

Goals to accomplish: Identify your business Make an offer, state a benefit and/or make a promise Provide adequate contact information

No visuals – just words Pace Sound effects Music Jingles, slogans, other branding

Timing criticalWho is your voice?

Examples of Radio Commercials

Men’s Wearhouse & Ford (:60 & :30): http://www.eccsvox.com/audio_retail.php

Great America (:30):http://www.eccsvox.com/audio_themepark.php

Earth, Wind & Fire (:60):http://www.eccsvox.com/audio_concerts.php

Pizza Shuttle (:60):http://www.whitericeadvertising.com/broadcast/radio.html

Germanfest (:30):http://www.whitericeadvertising.com/broadcast/radio.html

All City Communication (:60):http://www.whitericeadvertising.com/broadcast/radio.html