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Broadcast Copy Preparation

Broadcast Copy Preparation. Copywriting for the Electronic Media (Meeske). Planning a Commercial. Targeting the Audience: Demographic Segments. Planning a Commercial. Targeting the Audience: Age and Life Cycle. Planning a Commercial. Targeting the Audience: Gender.

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Broadcast Copy Preparation

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  1. Broadcast Copy Preparation Copywriting for the Electronic Media (Meeske)

  2. Planning a Commercial Targeting the Audience: Demographic Segments

  3. Planning a Commercial Targeting the Audience: Age and Life Cycle

  4. Planning a Commercial Targeting the Audience: Gender

  5. Planning a Commercial Targeting the Audience: Income

  6. Planning a Commercial Targeting the Audience: Education

  7. Planning a Commercial Targeting the Audience: Occupation

  8. Planning a Commercial Targeting the Audience: Race

  9. Planning a Commercial Targeting the Audience: Geographic Factors

  10. Planning a Commercial Targeting the Audience: Psychographics

  11. The Copy Platform • Client and Product, Service, or Store

  12. The Copy Platform 2. Target Audience (Geography, Demographics, Age & Life Cycles, Gender, Income, Education, Occupation, Psychographics)

  13. The Copy Platform 3. Advertising Objectives

  14. Advertising Objectives • To Inform: • Explaining how a product works • Telling the market of a price change • Advertising new uses of a product • Lowering buyer’s fears • Strengthening a company image • Changing false impressions • Explaining company services

  15. Advertising Objectives • To Persuade: • Building brand preference • Urging buyers to switch to your product • Altering buyer views of product features • Encouraging buyers to purchase soon • Urging buyers to accept a sales call

  16. Advertising Objectives • To Remind: • Reinforcing brand awareness • Reminding buyers that product may soon be needed • Reminding buyers where to buy product • Keeping buyers aware of product during the off season

  17. The Copy Platform 4. Sales Slogan

  18. The Copy Platform 5. Bonus Items

  19. The Copy Platform 6. Approach

  20. The Copy Platform 7. Positioning

  21. Copy Platform for Fiber Lite • Client and Product: • Target Audience: • Objective: • Sales Theme: • Bonus Item: • Positioning: • Approach:

  22. Copy Platform for Coors Beer • Client and Product: • Target Audience: • Objective: • Sales Theme: • Bonus Item: • Positioning: • Approach:

  23. Sources of Copy Information • The Salesperson • Newspaper and Magazine Ads • Brochures and Pamphlets • Prepared Announcements • The Client

  24. Copy Preparation and Traffic

  25. The Copy Platform: Recap • Client and Product, Service, or Store • Objective • Target Audience (Geography, Demographics, Age & Life Cycles, Gender, Income, Education, Occupation, Psychographics) • Sales Slogan • Bonus Items • Positioning • Approach

  26. Copy Platform for a Product • Quality Vertical Blinds • To convince homeowners to use vertical blinds instead of drapes • Homeowners, age 25-54. Value-conscious people who want to make homes comfortable but contemporary • QVB give each room a contemporary look • Blinds are available in four styles • Product should be positioned as being easier to install, cheaper to maintain than drapes • Straightforward

  27. Copy Platform for Local Retailer • Record Mart, three stores in Yourtown • To inform music loves that RM sells discs & tapes by contemporary well-known artists at discount prices • Males & females, age18-43, who enjoy contemporary hit music and frequently buy CDs. They are practical people who want quality but who don’t spend their money foolishly

  28. Copy Platform for Local Retailer • The RM lets you enjoy your favorite recording stars and still stay within your budget • All CDs are guaranteed for one year • The RM store will be positioned as a business that appreciates serious music fans and understand their buying and listening habits • Enthusiastic delivery, with excepts from sample recordings

  29. Points to Remember • A spot must be planned if it is to motivate people to respond. • A copy platform helps the copywriter prepare a successful sales strategy by identifying, in addition to the client and the product, service, or store, the (1) objective (2) target audience, (3) sales theme, (4) bonus items, if any, (5) positioning, and (6) approach.

  30. Points to Remember • The salesperson is the copywriter’s primary source of information. • Newspaper ads, magazine ads, and brochures help the copywriter gather background information but are written for print, rather than for broadcasting. • Prepared announcements, with space for the local sponsor’s name and address, are sometimes available.

  31. Points to Remember • A copywriter should maintain personal contact with clients but visit them only with the salesperson’s approval. • The copywriter must consult with the station’s traffic director to identify the date and time the spots will begin as well as when the spot will be aired during the broadcast day.

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