CHAPTER 9 Types of Radio Copy
Review • Mechanics of developing a commercial • What motivates people to buy • AIDA • Writing styles • Bring all elements together – Types of Commercials
STRAIGHT COPY • Always written in one-voice delivery • Conversational, informative voice – CONVEY INFORMATION – ARE PERSUASIVE • Most often recorded (rather than live)
Hard Sell • Goes by a number of names – Bargain Basements – Screamers – Hard hitters – Quick sale spots
Elements that appear in HARD SELL • Price Reduction – Everything is 30% off – We will not be undersold • Urgency – Large # of words (must read fast)\ – Sale ends tomorrow – You can’t beat these prices!! • We will not be undersold!
More elements • Sound Effects – Explosions – Dramatic music – Echo effects • Short Punchy sentences – Fast pace • Slogans – Crazy Eddies – “Our prices are insane” – Drive in today and drive out with a bargain
Hard Sell Spot SOUND CLOCK TICKING ANOUNCER Time is running out! Benson Ford’s sale on F-150 trucks is almost over! Supplies are low and our 30% price reduction will expire tomorrow night at midnight. Hurry in while supplies and color selection is good. SOUND CLOCK TICKING ANNOUNCER Benson Ford…112 Main Street..The Ford Dealer guaranteeing to give you a great deal.
Institutional Copy • Chief Aim – Keep clients good name before the public – IMAGE SPOTS – Promote favorable image • Banks • Hospitals – Image of strength and stability
Spokesperson Copy • Sponsor him / herself – ego trip • Celebrity – Endorsements – Testimonials • Actor/actress portraying person on street • Station personality – Never a news person
Studio Assignment • Select a type of copy and produce a :60 commercial on any product. Utilize Voice(s) music, sound effects and sound processing (if desired) to get your point across. Be sure to make the spot conversational and time it so that it is exactly :59 seconds.
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