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COPY WRITING FOR BROADCAST ADVERTISING

COPY WRITING FOR BROADCAST ADVERTISING. COMPARED TO PRINT MEDIA, RADIO & TV IS CHALLENGING AUDIO & AUDIO VISUAL PROVIDE DIFFERENT OPPURTUNITIES FOR COPY WRITERS COLOUR, SOUND & MOTION OFFERS CREATIVE POSSIBILITIES THE BROADCAST MEDIA HAVE INHERENT LIMITATIONS FOR THE COPYWRITER

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COPY WRITING FOR BROADCAST ADVERTISING

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  1. COPY WRITING FOR BROADCAST ADVERTISING

  2. COMPARED TO PRINT MEDIA, RADIO & TV IS CHALLENGING • AUDIO & AUDIO VISUAL PROVIDE DIFFERENT OPPURTUNITIES FOR COPY WRITERS • COLOUR, SOUND & MOTION OFFERS CREATIVE POSSIBILITIES • THE BROADCAST MEDIA HAVE INHERENT LIMITATIONS FOR THE COPYWRITER • PRINT MEDIA PROVIDE A COPYWRITER THE TIME & SPACE TO COMMUNICATE THE DETAILS WITH COMPLETE ILLUSTRATIONS BUT RADIO & TV OFFERS FLETING EXPOSURE

  3. WRITING COPY FOR RADIO • IT SHOULD CREATE IMAGES IN THE MINDS OF THE LISTENERS • IT SHOULD REVIEW COMPONENTS OF THE CREATIVE PLAN • COPY WRITING DEPENDS ON THE FORMATS OF THE RADIO

  4. RADIO ADVERTISING FORMATS • THERE ARE FOUR BASIC TYPES OF RADIO FORMATS • MUSIC • DIALOGUE • ANNOUNCEMENT • CELEBRITY ANNOUNCER

  5. MUSIC • HIGHLIGHTS THE UNIQUE BRAND COPY • WRITES A SONG OR JINGLE • ATTRACT THE LISTENER’S ATTENTION AND ENHANCE RECALL • IT CREATES A MOOD AND IMAGE WITH WHICH THE PRODUCT IS ASSOCIATED • COPY WRITERS ARE TRAINED LYRICIST OR COMPOSERS

  6. DIALOGUE • DIFFICULTIES IN MAKING NARRATIVE COPY WORKIN THE SHORT PERIOD OF TIME • IT RESULTS IN DULLNESS • TO REDUCE THE THREATS OF BOREDOM, MANY DIALOGUES ARE WRITTEN WITH HUMOUR • SOMETIMES HUMOUR IS OVERUSED IN RADIO

  7. ANNOUNCEMENT • IT IS USED IN LIVE SPOTS USED BY DJ’S • IF IT WAS PRE RECORDED SOUND EFFECTS OR MUSIC MAY BE ADDED TO ENHANCE THE TRANSMISSION

  8. CELEBRITY ANNOUNCERS • A FAMOUS PERSONALITY DELIVERS THE COPY TO INCREASE THE ATTENTIONOF THE LISTENERS • THEY WILL ACT AS AN ANNOUNCER BUT THEY WON’T EXPRESS THE SATISFACTION OF THE PRODUCT

  9. GUIDELINES FOR WRITING RADIO COPY • USE COMMON FAMILIAR LANGUAGE • USE SHORT WORDSAND SENTENCES • STIMULATE THE IMAGINATION • REPEAT THE NAME OF THE PRODUCT • STRESS THE MAIN SELLING POINTS • USE SOUND AND MUSIC WITH CARE • TRAILOR THE COPY TO THE TIME, PLACE AND SPECIFIC AUDIENCE

  10. THE RADIO PRODUCTION PROCESS • IT HIGHLIGHTS THE ROLE OF THE COPY WRITER • NO ART DIRECTOR INVOLVED IN THE PROCESS • IT INCLUDES SCRIPT WRITING AND STORYBOARD ALONG WITH THE TIME TABLE • THE NEXT STEP IS CAST THE AD • FINAL PREPARATION AND PRODUCTION ENTAILS SHEDULING A SOUND STUDIO AND ARRANGE FOR ACTORS AND ACTRESS TO RECORD AD • THE LENGTH OF AD SHOULD BE DECIDED ACCORDING TO THE AIR TIME • AFTER THE PRODUCTIO PROCESS EDITING & MIXING WILL BE DONE

  11. A FACT SHEET RADIO AD THE LIVE SCRIPT RADIO AD IT REQUIRES NO PRODUCTION THEY USE AD-LIBBING THEY FOLLOW LIVELY ENTERTAINING MONOLOGUES INVOLVED DJ NO SOUND EFFECTS AND SPECIAL PRODUCTION LOOSE STRUCTURES PRODUCTION

  12. PREPARED BY B.SEENI RAHFU NISHA

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