THE ADVERTISING MEDIA: BROADCAST (RADIO ADVERTISING CAMPAIGN)

Every station establishes its own classifications and publishes on its RATE CARD

DRIVE TIME an advertisement delivered during stations breaks or program brakes

RUN-OF-STATION (ROS) is delivered at the discretion of the announcer

SPECIAL BREAKS Delivered just in time with a traffic update, news report, or time report.

Radio advertisement may be delivered LIVE or PRE-RECORDED
LIVE COMMERCIAL delivered in person by the station announcer, disc jockey, newscaster, or station personality.
Maximum world lengths for live commercial scripts:
10 seconds 25 Words 20 seconds 45 words
30 seconds 65 words 60 seconds 125 words

PRE-RECORDED COMMERCIAL produced by an agency, which had gone through talent selection, musical scoring, sound
tract and voices recording, with a master tape for reproduction and distribution to radio programs.

3 BASIC SOURCES OF ELEMENTS IN RECORDING RADIO ADVERTISEMENTS:
Manual sounds
Produced live with studio props
Recorded sound

STEPS IN RADIO ADVERTISMENT PRODUCTION
1. The advertiser selects a producer or agency
2. The producer or agency prepares bill of materials os cost estimates
3. The producer or agency selects a recording studio
4. The producer or agency selects talents
5. The producer or agency selects a musical director and background music
6. A rehearsal is scheduled
7. The studio record music and sound separately
8. The studio combines musical scoring and sound tract with voices
9. The agency or producers prepares several copies taken from master tape for distribution to radio stations or programs
10. The advertisement is now ready on the air.

COMMON TECHNIQUES IN RADIO ADVERTISEMENT PRODUCTION

Straight Announcer Technique an announcer or personality delivers the entire script
Two-Announcer Technique two announcers alternate delivering sentences or groups of sentences of advertising copy
Announcer-Actor Technique includes actors or actress voice giving reactions to the line delivered by the announcer
Slice-of-Life Technique a dialogue which reenacts a true-to-life scene involving the listener or talent in a problem situation
where possible solution is the advertised product or service.
Jingle-Announcer Technique a part of the copy is musical sound or song, combined with a line delivered by the announcer
which sets the product different from other advertisements on radio
Costumer Interview Technique the announcer may talk to an actual customer in the field or within his studio booth,
relating his experiences about the product or service advertised.

QUALITIES THAT MAKE RADIO ADVERTISEMENT MORE EFFECTIVE
Simplicity use short, simple picture-building words.
Coherence move from one topic to another; from one product feature to the next.
Rapport always make use of the word YOU referring to the listeners and costumers over the radio.
Believability adhere to truth in advertising; honesty in claims for features, benefits and advantages.
Interest develop listeners desire to experience the product advertised.
Distinctiveness make the advertisement unique with its tagline or slogan, music, sound or voices.
Compulsion finally desires for action, attract listeners to act and buy the product or experience the service advertised.

THE ADVERTISING MEDIA: BROADCAST (TELEVISION ADVERTISING CAMPAIGN)

TELEVISION ADVERTISING
- Script for television advertisement is called the STORY BOARD. Its divided into two parts: the AUDIO AND
VIDEO. (right side: audio/left side: video or upper frame: video/bottom frame: audio)
- The video includes the camera action, scenes; the AUDIO includes the spoken words, the sound effects and music.
- Scenes typical STORYBOARD are sketched in frames by the art director, and the audio printed on the right or
underneath of each scene.
- TV advertisement goes beyond then use of WORDS, but also on BELIEVABILITY, CREDIBILITY, and RELEVANCE.

David Ogilvy points out the following PRINCIPLES IN TELEVISION ADVERTISING:
The opening should be SHORT, compelling attention getter a visual surprise, compelling in action, drama, humor
human interest.
The demonstration should be interesting and believable-authentic and true to life; they should never appear to be a
camera trick.
The commercial should be ethical, be a good taste, and not offend local mores.
The entertainment should be a means to an end and not interfere with the message.
The general structure of the commercial and the copy should be simple and easy to follow. The video should carry most
of the weight, but the audio must support it.
The characters should be the living symbol of your product they should be appealing, believable, and most of all,
relevant.

CHECKLIST FOR CREATING EFFECTIVE TELEVISION COMMERCIALS
1. The opening should pertinent, and relevant. It should permit a smooth transition to the balance of the commercial.
2. The situation should lend itself naturally to the sales story without the use extraneous, distracting gimmicks.
3. The situation should be high in human interest.
4. The viewer should be able to identify with the situation
5. The number of elements should be held to a minimum.
6. The sequence of ideas should be kept simple
7. The words should be short, realistic, and conversational. Sentences should be short.
8. Audio and video should be synchronized.
9. Words should interpret the picture and prepare the viewer for the next scene.
10. The audio copy should be concise without wasted words. Fewer words are needed for TV than radio. Fewer than two
words per second is effective for demonstrations. Sixty-second commercials with 101-110 words are most effective.
Those with more than 170 words are the least effective.
11. Five or six seconds should be allowed for the average scene, with none less than three seconds.
12. Enough movement should be provided to avoid static scenes.
13. Scenes should offer variety without jumping.
14. The commercial should look fresh and new.
15. Any presenters should be properly handles identified, compatible, authoritative, pleasing, and nondistracting.
16. The general video treatment should be interesting.

VISIUAL TECHNIQUES FOR TELEVISION COMMERCIAL

SPOKESPERSON Uses a presenter standing infront of the camera delivering the copy directly to the viewer. It should be
somebody who is likeable and believable but not so powerful as to attract attention away from the product. The product should
still be the hero.

TESTIMONIAL this should use a well known celebrity who is believable; or a satisfied customer. The testimony should sound
natural that the name of the product comes across well. People are often persuaded by the opinions of individuals they respect.

DEMONTRATION This should show how the product works and how to use it. It should be relevant. This technique is popular
for some types of product. This will enable the televiewer to project what the product performance would be if he owned it.

CLOSE-UPS. A voice over used than a presentation by someone on the screen, where a close-up or focus is done on the product
alone.

STORY-LINE This is similar to making a miniature movie, except that narration is done off-screen.

SLICE-OF-LIFE This is a little play that portrays a real-life situation. This is based on the pattern of presenting a predicament-
solution-happiness.

COSTUMER INTERVIEW. This involve non-professionals, an interviewer or off-screen voice asking a housewife about her
experience in using the product advertised.

VIGNETTES AND SITUATIONS. This consists series of fast paced scenes showing people enjoying the product advertised as
they enjoy life.

ANIMATION. This may use computer-generated graphics and simulations, or cartoonist technique with puppets or photo
animation.

STOP MOTION. Objects and animals, or the product itself is given life in this technique. This makes the product walk, run,
dance and do live tricks. The object is photograph in series of different positions or movement.

ROTOSCOPE. Animated and live action sequences are produced separately and then optical are combined.

ELEMENTS OF PRODUCTION
Pre-production : preparation of the storyboard, selection of talents and casting, choosing and arranging of locations for indoor
and outdoor scenes, estimating costs, finding props and costumes.

Production : actual shooting of the advertisement which can be very long and tedious.

Post Production : commercial is actually put together, scenes are edited, music and sound effects added, voices are dubbed,
and other last minute changes. EDITING is part of post production accounts for selecting scenes, arranging them in proper
order, inserting transitional effects, adding titles, combining sound with picture, duplicating final films and tapes, and delivered
the finished commercial.

LIST OF COSTS FOR COMMERCIAL PRODUCTION (Roman and Maas)
1. Superstar talent
2. Location shooting
3. Large cast people and animals
4. Animation
5. Opticals, special effects, stop motion
6. Studio Shooting
7. Set decoration
8. Photographic equipment
9. Legal requirements
10. Night, week-end filming.