creativity and copywriting - radio

Creativity and CopywritingLecture 8 - Radio

Lynn CS4029 Lecture 8

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2

I’ve chosen four random words: Fairy, Applause, Birthday, Diary.

3

“Growth”

Start with the simplest of the words and then proceed step by step to the more complex. Explain the stages of growth and their feasibility.

1

You have 5 minutes to write down your thoughts.

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Radio Ads from Singapore

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Lecture 8: Spoken Word


Lynn CS4029 Lecture 5FlickruserTomMrazek

The smart ones love doing [radio]. Itteaches you how to think clearly. Youcan develop a style, learn how to castand direct properly, and how to workwith actors and actresses. Smartwriters always welcome radio work.

Jeff Goodby“

Lynn CS4029 Lecture 8Lynn CS4029 Lecture 8

Agenda

Myths of radio advertising

3 levers of great radio ads

Future of radio ads


Radio has high reach.

Myth Busted

Malaysia 94% Singapore 92%

MY: 18.1 hours

Nielsen Radio Audience Measurement Survey Time spent listening per week

SG: 18.12 hours

Source: Nielsen Radio Audience Measurement


Myth Busted

23%21%

17%

14%

10% 10%8% 7% 6%

4%

Y.E.S. 93.3 Class 95FM Spotify 987FM Gold 90 FM Kiss Power 98 Love Warna Ria

Spotify is the 3rd largest ‘radio station’ in SG.

Spotify & TNS Research: Weekly ReachN=2026 interviews

15-64


Myth Busted

39%

29%

22% 20% 18%

10% 9% 8% 7% 6%

Spotify 987FM Class 95FM Y.E.S. 93.3 Kiss Power 98 Gold 90 FM 938 Live Ria Wama

And, the largest ‘radio station for your age group.

Spotify & TNS Research: Weekly Reach

N=458 online interviews

15-24


Radio is visual.

Myth Busted

Photo Source: Museokeskus Vapriikki via Flickr


Myth Busted

Flickr user Michael Holler

Radio ads can be awesome!


Agenda

Myths of Radio Advertisements

3 Levers of Great Radio Ads

Future of Radio Ads


Radio ScriptsSound

Casting

3 Levers

Humour

Think of radio writing as if you’rewriting a play, but without the first act.

Just jump right into act two and you’llput the audience in the center of theaction.

Margo Bergman“FlickruserTomMrazekLynn CS4029 Lecture 8


ANNCR

Tag

VO

Bilboard (…)

Filter

3 Levers - Scripts

Key Terms


Write like you speak1

Register your brand 2

Be emotive, especially in first 5s3

Focus on a single idea4

Be contextually relevant5

Image via Flickr user Flavio~

Don’t overdue it – underwrite! (2 words per second)6

3 Levers - Scripts

Best Practices

Avoid 3 Levers - Scripts

Staring an ad with, “I’m here at…” or “[Brand name] presents…”

Bleeping out the dirty words to show edginess

Corny jingles!!

Fake game shows, PSAs, call-in shows, and newscasts

The formula – comedic open: serious sales message: comedic close


Radio ScriptsSound

Casting

3 Levers

Humour


SFX

Levels

Up and under

Up and out

Track

3 Levers - Sound

Key Terms


3 Levers - Sound

Give sound space - 2 -3.5 seconds for every sound effect1

No cacophony 2

Don’t overdo it3

Set the scene quickly4

Best Practices


1 2 3 54

3 Levers - Sound


Radio ScriptsSound

Casting

3 Levers

Humour


Image via Flickr user Brian Stalter

3 Levers - Casting

Best PracticesEnsure he/she really aligns with your voice1

Be flexible, but not a pushover2

Use the casting process to tweak the script3

Experiment with non-traditional voices4

Don’t overdo it 5


3 Levers - Casting

Seek to know a range of people relevant in local pop culture.


Radio ScriptsSound

Casting

3 Levers

Humour

You don’t set out to be funny. You setout to sell something.

A rookie error is to mistake a goodjoke with a good ad.

Dan O’Day“

FlickruserTomMrazekLynn CS4029 Lecture 8

Luke Sullivan“


10 Questions to Ask Yourself Before You Air a Funny Ad By Dan O’Day

1. Is it funny the 1st time? What about the 20th time?

2. Does the comedy revolve around someone’s need for the product/service?

3. When the listeners remember the comic storyline will they remember the sales message?

4. Is there a key moment that repeat listeners can look forward to the next time the ad airs?

5. Does the key moment come at or near the end of the spot?

Humor

6. Does the ad avoid predictable characterizations?

7. Is there a smooth build up of comic tension?

8. Is there some sort of conflict to drive the story?

9. Does it avoid a reliance on a catchphrase made popular by another media message?

10. Does the humor accurately reflect the image the advertisers wants to project?

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LECTURE BREAKDOWN


Commercial Breakhttp://radiomercuryawards.org/2016winners.cfm

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Agenda

Myths of Radio Advertisements

3 Levers of Great Radio Ads

Future of Radio Ads


Future of Radio

What do you think the futureholds for radio?


Advertisers will move beyond the spot.

Future of Radio


Collaboration

Sophisticated tech

Curation

Future of Radio

Multi-platform

CreativeThinking

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Lecture(Part 2)


Lecture(Part 1)

Wrap-UpWrap-Up

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LECTURE BREAKDOWN

That’s a wrap


creativity and copywriting - radio

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