1. It can target audiencesRadio's Weaknesses.
2. It is mobile and does not require use of eyes or hands
3. It is intrusive, hard to ignore
4. It is flexible, the quickest way to get a message to an audience
1. It is aural onlyRadio Basics.
2. The message is short lived
3. The listener is prone to distraction
1. Today radio spots are split about 50/50 between 30 second and 60 second spots.
2. We begin each spot by some device to gain the listener's attention. This can be music, and unexpected sound effect (SFX), an unusual voice, or even silence.
3. Radio spots can have a variety of formats including those mentioned in Unit #6:
a. Dramatic- involves a plot with the product identified with the hero4. Sound effects and music can be used to:
b. Problem/Solution- product should provide solution
c. Demonstration- works well on television
d. Testimonial- very tight regulations when actors or celebrities do these
e. Spokesperson- straight pitch by a trusted talent
f. Symbolism- used for products with intangible benefits such as perfume
g. Special Effects- good for getting attention, but may overshadow product
a. set a mood5. Use the Production Notes section of the cover sheet to describe music and sound effects in detail. In the body of the script, FIRE TRUCK SFX UP AND UNDER should be more than enough description.
b. establish a location
c. set a time of day
d. represent visual images and actions
6. As noted in the text, humor, while powerful as an attention getter, can be counter-productive if not carefully matched to the client's message. I have placed it under motivating appeals rather than as a format because it can be used within many of the formats.
The Role of the Station Copywriter
Often ad agencies will write some of the copy to which the station copywriter will add a local tag.
Donut copy is where the open and close are pre-produced by an ad agency and the local copywriter will fill in the details.
The most casual type of writing you may be asked to do is to arrange facts provided by the client or account executive in a logical order for the on-air talent to be able to ad lib a commercial. The resulting copy is called a fact sheet.
