Commercial Announcing Generate Sales Who Develops Them

Commercial Announcing Generate Sales

Who Develops Them? • Large Markets- Agencies write • Smaller Markets- Continuity Writer • DJ Live Reads from fact sheets such as testimonials

Analyzing a Spot • What is the spot trying to accomplish? – Some are selling a product – Some want to sell their image • Strength of company • Speedy service • Caring staff • What’s the mood – Serious, funny, friendly – Which tone of voice to use

Analyzing a Spot • Consider the message – What is the advertiser trying to get across? – What action are they seeking? – Specific Message? – What actions to take? • Who is the message intended for? – Tone, rate, mood for teens is different than seniors

Energy • Delivery Styles – Hard Sell» Tension and excitement » Higher volume level » Faster rate – Soft Sell» Relaxed and conversational – Let’s Listen…

Straight Read • Most basic form • No music or effects • Relies on the announcer’s skill to bring the spot to life • Most difficult to do • Emphasis, Pausing, Rate & Inflection important

Straight Read • Example…

Straight Read Projects • SR 1, 2, 4, 5/6, Muffins, Sphere’s Gym • Choose 5 of remaining for SR Project End of Part 1

Music Bed • • In many spots Added to “punch up” a spot Music plays while copy is read Music MUST be appropriate for the style or mood of the spot • Watch level…not too loud or soft – Words of the spot are more important • SFX could be added to enhance the spot

Music Bed • Example…

Music Bed & SFX Project • 1 voice & bed • Use Mix Paste (under Edit) & turn volume down • 5 spots with bed • 3 spots with SFX

Dramatization Spot • Multiple voices, music, sfx, singers • Called high production value spots • Mini drama spots, acting

Dramatization Spot Projects • Mix Paste several • 3 projects • 3 choice

Structure of a Spot • A commercial has a beginning, middle and end • Has a motivational structure Create Need Satisfying Need Demand Action

Hook- Beginning • Captures Attention • Ask a question is common… – “Does your lawn look like a dandelion patch? ” – Try not to use a YES/NO question. Why? • Unusual Statement – “The typical lawn has over 738 dandelions!” • Sound Effect – “Boing! Ahh, more dandelions popping up in your front lawn. ”

Satisfy the Need- Middle • Follow up the Hook with a solution to the problem • Find out more about the product – “A special seed and fertilizer blend” – “The creamy peanut butter”

Stinger- End • Demand for Action – “Get easy to use Sunny-Grow today. ” – “Get to Best Buy today. ” • End of spot also includes sponsor’s name and location and/or slogan End of Unit

Fact Sheet Commercial • • Announcer has a list of facts No script Ad-Lib You might want to use the product first Become familiar with it Be sincere Challenging to do

Donut Commercial • Combo of recorded message by agency and live copy read • Jingle- bed music- jingle • Read over the “hole” • Good timing needed

Live Tag • Variation of donut • Recorded copy first, then announcer adds info about local advertiser (Example…Chevy spot followed by go to Elkins Chevrolet in Pitman) • Tag might be name/address/phone • This is live! Timing is important

Spokesperson Spot • Well known figure involved • Could be owner of business • Might just voice beginning • Some work well