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”