Broadcast Advertising

Broadcast Advertising

Positioning Statement • States how the consumer should perceive your product/client. • “Rick’s Gun and Liquor Store is the most convenient gun and liquor store in the market.”

Copy Platform • The theme that runs throughout the campaign. • Will appear in all advertising. • Reflects the positioning statement. • May be a slogan. • “Bullets and booze to go.”

Creative Planning • Spots have to “resonate” with the consumer. • To make the consumer understand the message – the advertiser must understand the consumer. • The first few seconds of the spot have to be powerful. Grab the attention. • The Hook.

Creative Planning • Keep it simple. • One idea per spot. • It can be price, quality, quality, convenience, etc. • But only one.

Commercial formats • Dramatic • Short plays • Exposition – sets the stage • Conflict – what’s the problem? • Rising action – complications • Climax – problem is solved – product is the hero • Resolution – repeat the selling points

Creative Planning • Problem – solution • Sometimes uses the dramatic element • Demonstration – TV – show the product in use • Interview – some are real – some scripted

Creative Planning • Testimonial • Uses celebrities • Phrased in the first person. • “I use the product…” • Must be bona fide user of the product • Average person must obtain same results • “Experts” must be experts • If organization – consensus must be reached • Any material consideration must be revealed

Creative Planning • Spokesperson • Common character or person in all ads • Does not claim to use product • May be real or fictional • Symbolism • When the product is difficult or impossible to visualize or show

Creative Planning • Direct comparison • Not before 1970 – used “Brand X” • Heavily scrutinized • Difference must be verifiable • Superiority must be clear • Reinforces brand loyalty • Viewed negatively when brand leader uses comparison against smaller brands • Consumer may remember wrong product

Creative Planning • Appeals • Emotional appeals are stronger than logical appeals • Emotional appeals are related to psychological needs • Maslow’s hierarchy of needs

Emotional appeals • Security appeal • Safety and security • Medications, vitamins, etc. • Uses cognitive dissonance • Threat or fear of bad breath, hair loss, dandruff, body odor, etc. • Sex appeal • Using the product will attract the opposite sex

Emotional appeals • Love and sentiment • Associated with a close and happy home life • Baby products, pet products, foods, cameras, greeting cards • Humorous appeal • Very difficult • Humor may obscure the message • If it’s not funny…

Emotional appeals • Convenience • Saves time and effort • Even if two products are equal in quality, price, etc. – convenience can sell one. • Curiosity • Appeals to our desire to explore the unkown or the unusual

Emotional appeals • Ego appeal • Desire for status • For comfort items, luxury items, big ticket • Credit cards, luxury cars, designer clothing • Hero worship • Uses athletes, celebrities • You will be like your hero, if you use the product

Emotional appeals • Sensory appeals • Appeal to one of the five senses

Commercial writing • Keep language simple, concise and concrete • Write as you speak • Use pronouns • Informal – but not slang • Simple sentences • Active voice • Language that is descriptive

Commercial writing • Identify the selling points and repeat them • Avoid numbers in broadcast copy • Phone numbers are not easy to recall unless they form an acronym • Make numbers understandable • No a.m. or p.m. • Give a referent

Commercial writing • In radio – you are speaking to an individual • Radio is a personal medium • Difficult to reach listeners because of sweeps.

Commercial writing • Attention • Interest • Desire • Action

Commercial writing • Weasel words • “helps control dandruff with regular use” • “leaves dishes virtually spotless” • “the lady has taste” • “Listerene fights bad breath” • “you can be sure if it’s Westinghouse” • “Ford LTD is 700% quieter”

Broadcast Advertising