CHAPTER 7 Broadcast Copy Preparation
Copy Platform • Check list that helps to prepare sales strategies – Focus Plan – Draw attention to Key Elements – Prepares sales Message
Objective • Inform • Persuade • Remind
Groups • Target Audience – Baby Boomers (1946-1964) • Yuppies – Generation X (1964-1981) • Boom over • Douglas Coupland’s Book “Class” • pull away from class, status and money in society
GEN Y ( Millennials ) • Echo Boomers – Late 80’s - 2000 – Plugged in since they were babies – Grew up on computer games – Think technology should be free – Expect 24/7 service – All have cell phones / in contact 24/7 – Function in an international world – ECHO PARENTS OPIONIONS/BELIEFS
GENERATION Z • Global, social, visual and technological • They are the most connected, educated and sophisticated generation ever • They are the up-agers, with influence beyond their years
BIG SPENDERS • People over 50 are 1/3 population • Make-up largest consumer population • Have most disposable income
Sales Slogan • Focal Point of Commercial • Forceful • Imaginative • Persuasive • Presented in a striking phrase
Approach • Tone • Mood • Style
Copy Platform • Client or product: • Objective: • Target • Sales Theme • Bonus Item • Positioning • Approach
Copy Platform • Client or product: Quality Vertical Blinds • Objective: convince to use instead of drapes • Target: Homeowners 25-54 • Sales Theme: Quality /contemporary look • Bonus Item: Free Installation • Positioning : easy to install / cheaper • Approach: Straightforward
Positioning • Position client against competition • Creation of identity for – product – store – Service • Ex. – Burger King • Flame Broiled
Information • Must have sufficient info before you write – Product / service / place of business • Sources – Salesperson – Newspaper / Magazine Ads – Brochures / Pamphlets – Internet Site – The Client
In Class Exercise • Smith’s Furniture Store is celebrating its 75 th Anniversary. It specializes in furniture for all rooms at discount prices. An anniversary sale is being held next Wednesday through Sunday. Items on sale too numerous to mention on-air. A special sales flyer will appear in Tuesday’s newspaper, “The Downtown Herald.” They will be offering the best prices in their history. Special store hours will be 9AM-9PM Monday through Saturday and 9AM-5pm Sunday. Shoppers may also register for a free $500 shopping spree. • PREPARE A COPY PLATFORM • You may ask Mr. Smith any questions about the sale.
ASSIGNMENT 3 • OUT OF CLASS Based on the In-Class Assignment from Chapt. 7, develop a :60 second commercial based on the COPY PLATFORM that you developed for Smith's Furniture. Be sure to use Voice, Music and Sound Effects in your spot and closely follow the format for a radio spot as discusses in class . DUE TUESDAY
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