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Commercial Announcing

Commercial Announcing. Generate Sales. Who Develops Them?. Large Markets- Agencies write Smaller Markets- Continuity Writer DJ Live Reads from fact sheets such as testimonials. Analyzing a Spot. What is the spot trying to accomplish? Some are selling a product

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Commercial Announcing

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  1. Commercial Announcing Generate Sales

  2. Who Develops Them? • Large Markets- Agencies write • Smaller Markets- Continuity Writer • DJ Live Reads from fact sheets such as testimonials

  3. Analyzing a Spot • What is the spot trying to accomplish? • Some are selling a product • Some want to sell their image • Strength of company • Speedy service • Caring staff • What’s the mood • Serious, funny, friendly • Which tone of voice to use

  4. Analyzing a Spot • Consider the message • What is the advertiser trying to get across? • What action are they seeking? • Specific Message? • What actions to take? • Who is the message intended for? • Tone, rate, mood for teens is different than seniors

  5. Energy • Delivery Styles • Hard Sell- • Tension and excitement • Higher volume level • Faster rate • Soft Sell- • Relaxed and conversational • Let’s Listen…

  6. Straight Read • Most basic form • No music or effects • Relies on the announcer’s skill to bring the spot to life • Most difficult to do • Emphasis, Pausing, Rate & Inflection important

  7. Straight Read • Example…

  8. Straight Read Projects • SR 1, 2, 4, 5/6, Muffins, Sphere’s Gym • Choose 5 of remaining for SR Project End of Part 1

  9. Music Bed • In many spots • Added to “punch up” a spot • Music plays while copy is read • Music MUST be appropriate for the style or mood of the spot • Watch level…not too loud or soft • Words of the spot are more important • SFX could be added to enhance the spot

  10. Music Bed • Example…

  11. Music Bed & SFX Project • 1 voice & bed • Use Mix Paste (under Edit) & turn volume down • 5 spots with bed • 3 spots with SFX

  12. Dramatization Spot • Multiple voices, music, sfx, singers • Called high production value spots • Mini drama spots, acting

  13. Dramatization Spot Projects • Mix Paste several • 3 projects • 3 choice

  14. Structure of a Spot • A commercial has a beginning, middle and end • Has a motivational structure Create Need Satisfying Need Demand Action

  15. Hook- Beginning • Captures Attention • Ask a question is common… • “Does your lawn look like a dandelion patch?” • Try not to use a YES/NO question. Why? • Unusual Statement • “The typical lawn has over 738 dandelions!” • Sound Effect • “Boing! Boing! Ahh, more dandelions popping up in your front lawn.”

  16. Satisfy the Need- Middle • Follow up the Hook with a solution to the problem • Find out more about the product • “A special seed and fertilizer blend” • “The creamy peanut butter”

  17. Stinger- End • Demand for Action • “Get easy to use Sunny-Grow today.” • “Get to Best Buy today.” • End of spot also includes sponsor’s name and location and/or slogan End of Unit

  18. Fact Sheet Commercial • Announcer has a list of facts • No script • Ad-Lib • You might want to use the product first • Become familiar with it • Be sincere • Challenging to do

  19. Donut Commercial • Combo of recorded message by agency and live copy read • Jingle- bed music- jingle • Read over the “hole” • Good timing needed

  20. Live Tag • Variation of donut • Recorded copy first, then announcer adds info about local advertiser (Example…Chevy spot followed by go to Elkins Chevrolet in Pitman) • Tag might be name/address/phone • This is live! Timing is important

  21. Spokesperson Spot • Well known figure involved • Could be owner of business • Might just voice beginning • Some work well

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