Com 240: Introduction to Radio and Television
Dr. Janet McMullen
Radio Commercials
1/2000
Do's and Don'ts for Creating Commercials:
- GET ATTENTION! Listeners are interested in "what's in it for them." Your commercials should
answer that question right away. It should make them think of a need they have and then solve it.
(Remember those five steps of persuasion we talked about in class.)
- HELP THEM VISUALIZE THE RESULTS: Tell them how good they're going to feel after they use the
product....That cool, refreshing Coca Cola....etc.
- CALL THEM TO ACTION: Do it now! Get them motivated and moving. Tell them what the product
looks like, where they can get it, and why they shouldn't wait to do it. Always close you copy with what
to do and where to do it.
- USE PICTURES IN RADIO COPY: In radio, the pictures are in the listener's brain rather than on a
screen, so you have to stimulate the listener's imagination. Use descriptive language that creates
visual images...."slip into the silky warmth of a soothing hot bubble bath at the end of the day..."
Unless you've never had a bath, you're going to get a mental image of that experience when you hear
it.
- AVOID BEING TOO GENERAL: Don't say the product is "really great!" What does that mean? Rather
speak about its freshness, or its "rich chocolate filling loading with crunchy peanuts."
- KEEP IT SIMPLE: "Now that the weather is finally in the 70's many suburbanites are preparing their
landscapes for summer's gardening adventure." That's way too long, wordy, cumbersome and just
boring! The listener will be long gone! A better approach: "The weather's warm, spring is here and it's
time to get that garden ready to go!"
- CLICHES ARE A BAD IDEA: You hear them all the time on the radio, and you need to recognize and
avoid them. Some examples might be: "Can't be beat! Sale of the Century! Midnight Madness!
Millennium Madness! Sweet as Pie. Raining buckets. And on and on and on.....
- AVOID PRONOUNS: Get the product or client's name in the spot as many times as you can.
People learn and remember as a result of repetition. Some experts are really plain about it:
NOTHING is more important than the sponsor's name. If the announcer is associated with the product
or company, he may use "I" or "We," but otherwise those words should be avoided.
- INVOLVE the LISTENER: "You can save big bucks!" Talk to them as specific people and help them
see how they can benefit from what you are saying.
- DON'T GIVE THE PHONE NUMBER: Sometimes advertisers pitch a fit if you don't, but as a rule,
don't use phone numbers in radio spots. They clutter up the copy, and people aren't usually going to
stop what they're doing to write them down - especially if they're driving.
- KEEP IT REAL: If you say things are incredible or unbelievable all the time, people will NOT find you
credible or believable before long.
- USE PRESENT TENSE and be positive: Avoid phrases like "it may," "you might," "will," "should" or
other possibility associated words. Instead, say ""Get your favorite color" "Feel the softness."" etc.
- JUST THE FACTS: Give people a reason based in fact for doing what you ask them to do.
- DON'T BE NEGATIVE: Instead of "Don't be hungry," write "Have a great meal." Use active verbs,
not passive ones.
These are just some basic guidelines.
Key ideas from class notes on Radio Commercials: (You should have several pages of notes
based on these concepts)
Remember those Five Steps of Persuasion in a spot
- Get Attention
- Hold Attention
- Establish the Prime Prospect's Problem
- Solve the Prime Prospects Problem with your Product
- Finish with a strong motivating appeal
Primary Types of Appeals:
- Pleasure pain - physical
- Pleasure pain - emotional
Approaches to using appeals:
Be sure you also know the following formats
- Testimonial (and the various types)
Copyright 2000
Dr. Janet McMullen
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