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KEYBOARDING ACTIVITY
• Continue on with All
the Right Type (ART)
for 5 minutes today
Marketing: Advertising
Broadcasting Ads:
Radio
BROADCASTING
Broadcasting Advertising refers to commercials
aired on either television or radio, which are
typically called slots or spots.
Broadcasting is also known as
on-air advertising
With print ads you were buying
Space (permanent), but with
Broadcasting you are buying time or air
(temporary)
RADIO
In your car. At home. At work.
We all listen to the radio.
People who listen to the radio on average
listen to the radio for 3 hours a day
Radio is an audio only format. There are
over 20 defined radio formats designed to
attract a wide variety of people and ads
are typically heard 12-18 times a week
BASIC RULES
The basic rules of advertising applied to
radio demand:
• A Strong Introduction
• Good Offer
• Solid approach to Product Attributes or
Benefits
• A Call to Action
Introduction
Offer
• This refers
to how well
you get the
audiences
attention
• What do
you do to
keep them
interested,
not
change
channels
• This refers
to the
main
idea of
the ad
• The
important
info that
relates to
the deal
or value
Attributes
& Benefits
• Info
about:
• Attribute
means
what the
product
has. Its
features
• Benefit
means
what the
product
will do
for me
Call to
Action
• How do
you get
the
customer
to buy
now
• How do
you get
the
customer
to
contact
you
4 RADIO STRATEGIES
• Language, Articulation and Voice
• Special Effects
• Theater of the Mind
• Action & Interaction
Language, Articulation and
Voice
•People are listening to your message so
it cant have too many big complicated
words nor be spoken too fast. The voice
must be nice to listen to and the words
spoken clearly (pronunciation)
Utilize Special Effects
Extra sounds can be used to help
imagination
But people are listening for pleasure,
be careful with distracting, confusing,
harsh, scratchy and annoying sounds
Theater of the Mind
• Use concepts and words that create
imagery
• People enjoy to be challenged to
see new things or think new ways
• BUT Don’t go too far, get too
complicated
Action & Interaction
Effective radio encourages the
audience to take action, go
somewhere or do something
Invite the listener to a location to
interact with the station (grand
opening, community event…)
BROADCAST
RADIO ADVERT EXAMPLES
ACTIVITY 1: RADIO COMMERCIALS
• In groups of 2-4, use the internet to listen
to some radio broadcasting messages,
commercials and advertisements (audio
not video).
• Take down some notes and think about
the basic rules and strategies discussed
before.
• On a piece of paper, you are going to
create your own radio commercial for a
specific product and a target market
ACTIVITY 2: THINK-PAIR-SHARE
• In groups of two I want you to take turns
talking about your radio advertisement.
• Each person will introduce their ad and
receive comments from the other person
about their ad.
• The point is to improve your commercial
through feedback from your peers. Try to
understand other peoples opinions on
advertising in order to…
Get Attention
Motivate a Purchase
Give Information
Generate Sales
ASSIGNMENT: BROADCASTING ADVERT
After you are going to submit for marks your
work done in creating the script for your radio
advert.
You need to hand in:
1. Your original script
2. The changes made to your script through
peer review
3. A final script
ASSIGNMENT: BROADCASTING ADVERT
Evaluation
50 marks will be based on the thought and
effort put into making your script (original,
changes and final)
25 marks will be based on your attempt to
follow the 4 basic rules discussed
25 marks will be based on your attempt to
follow the 4 radio strategies discussed
1 . WH A T D O Y O U F IN D H A R D A B O UT M A K IN G A
R A D IO C O M M E R C IA L
2 . WO UL D Y O U P R E F E R TO H A V E A R A D IO O R
P R IN T A D F O R Y O UR B US IN E S S ?
3 . WH A T D O Y O U TH IN K IS TH E M O S T
IM P O R TA N T O R B E S T P A R T O F A R A D IO
C O M M E R C IA L ? O R WH A T S H O UL D N ’ T A
R A D IO C O M M E R C IA L D O ?
EXIT SLIP
CLASS NOTES
Y OU CAN FIND MY NOTES AT UBC BLOGS
UNDER MY NAME: MR VATOUGIOS
HTTPS://BLOGS.UBC.CA/MRVATOUGIOS /