Matakuliah
Tahun
: O0372 - Dasar-Dasar Produksi Siaran Radio
: 2010
COMMERCIAL PRODUCTION
Books: “Modern Radio Production” by Hausman, Benoit, Messere, &
O’Donnell: Chapter 12
Pertemuan 10
WHAT MAKES A COMMERCIAL
EFFECTIVE?
• Humorous commercials began to be the crux of
very successful ad campaigns.
• Commercials must engage the audience’s attention
and appeals to a fundamental human drive.
• Essentially, it appealed to a basic human emotion:
the desire not to be humiliated in front of one’s
family – for example.
Bina Nusantara University
3
ELEMENTS OF EFFECTIVE
RADIO ADVERTISING
• There’s no picture, so the sound must compensate!
• All the imagination of the listener is brought to bear on the
message through the use of music, SFx, and simple dramatic
techniques.
• Remember, radio advertising can and should be greared
toward a target audience. One o the great advantages of
radio is that its audiences are usually clearly defined.
• The radio producers, can take advantage of both elements of
radio advertising (the ability to create mental pictures and
the targeting of advertising) to create effective commercials.
ELEMENTS OF EFFECTIVE
RADIO ADVERTISING
•
•
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Many merchants have the idea that the only effective
commercial consists of an announcer reading as many store
items and prices can be crammed into a 30-second spot.
Keep in mind that even the most cleverly constructed
commercial can fall flat.
In the long run, you and the client will both be better off
by shying away from the approach of listing the entire
contents of the client’s store.
PRACTICAL APPROACHES TO RADIO
COMMERCIALS
•
ADVERTISING APPEALS
– A rather cold-blooded listing of some of the emotional
triggers that are frequently used in advertising.
– There’s no universal agreement about the effectiveness
of the appeals, because advertising is an area of few cut
and dried truisms, but we have to believe that each
appeals represent motives used in modern advertising.
– Commercials should always address an individual and
get listeners involved in the message.
PRACTICAL APPROACHES TO RADIO
COMMERCIALS
•
APPEAL TO PERSONAL FULFILMENT
–
•
APPEAL TO AUTHORITY
–
•
The product promise that it can help you be the person you always knew
you could be.
We all want a person who knows how to take us by the hand, figuratively,
and tell us about a product ( a very competent and famous figure for that
kind of thing)
APPEAL TO BANDWAGON EFFECT
–
A desire to get in on a trend. This is a powerful human emotion. Be in
with the desirable people. Use the same products as the “in” crowd.
PRACTICAL APPROACHES TO RADIO
COMMERCIALS
•
APPEAL TO FEAR OF REJECTION
–
•
APPEAL TO SEXUAL SUCCESS
–
•
It illustrates the negative aspects of not being on the bandwagon.
Commercials dealing with the personal hygiene products are, without a
doubt, the ultimate exploiters of the fear of rejection appeal.
The message is so obvious as to be offensive to some self performance,
such as: whiten your teeth, making your smile more attractive (for a
certain brand of toothpaste)
APPEAL TO REINFORCEMENT OF LISTENERS EGO
–
The commercial gives the listener a chance to use the product or service
and prove that he or she is, indeed, as smart as the commercial maintain
(for example: the product is better because you are an intelligent…………)
PRACTICAL APPROACHES TO RADIO
COMMERCIALS
•
APPEAL TO PRESTIGE
– It hits the sensitive nerve that prods us to prove, through our cars,
clothes, and club memberships, that we’re a little better than other
people.
•
APPEAL TO VALUE AND QUALITY
– It convinces the listener that the product or service is worth the
price
•
APPEALS TO OTHER EMOTIONAL TRIGGERS
– Nostalgia, family ties, guilt, loyalty, tradition, and some others.
PRACTICAL APPROACHES TO RADIO
COMMERCIALS
EXECUTION OF RADIO COMMERCIALS
• MUSIC IN RADIO COMMERCIAL; is very helpful to the
commercial producer in creating a mood and reinforcing a
message. It can be obtained from:
– Generic commercial music libraries
– Jingles from a national advertiser’s ad agency
– Original music produced locally
PRACTICAL APPROACHES TO RADIO
COMMERCIALS
EXECUTION OF RADIO COMMERCIALS
•
VOICE IN RADIO COMMERCIAL
–
–
–
The producer’s role in dealing with vocal execution in commercial often
extends to doing the actual announcing or choosing the announcer.
The producers also responsible for ensuring that the correct phrasing is
used.
It is important for the producer to know that anyone who reads copy
must stress key words. The meaning must be clear; if the goal of the
commercial is to express value, the word value must receive its proper
stress.
PRACTICAL APPROACHES TO RADIO
COMMERCIALS
EXECUTION OF RADIO COMMERCIALS
•
VOICE IN RADIO COMMERCIAL
–
Another aspects of choosing an announcer is the compatibility of the
announcer’s voice and delivery with the approach of the message. For
example:
•
•
•
The hard-sell approach: requires an announcer with an authoritative,
strong voice, and deep voice.
The sincere approach: requires an announcer who is casual and doesn’t
have the Disc Jockey type of artificial delivery.
The whimsical approach: requires an announcer with a good deal of
flexibility and acting ability.
SUGGESTION FOR PRODUCING
EFFECTIVE COMMERCIAL
•
•
•
•
•
•
•
•
•
KNOW YOUR AUDIENCE
AVOID GIMMICKS
SUMMARIZE THE THRUST
DON’T BLAST THE LISTENERS
READ THE SPOT TO THE CLIENT
DON’T FORCE HUMOR
ACHIVE HIGH TECHNICAL QUALITY
DON’T OVERUSE A PARTICULAR PIECE OF MUSIC
KEEP THE MESSAGE SIMPLE
SUGGESTION FOR PRODUCING
EFFECTIVE COMMERCIAL
• AVOID THE “BIG FIVE”
– LACK OF FOCUS; given the simple message that doesn’t wander from
idea to idea.
– POOR TECHNICAL QUALITY; too loud, too soft, or badly produced
– LACK OF COMPLETENESS; a commercial that just sort of peters out,
ending without a satisfying conclusion, loses some of its impact.
– THE ASSEMBLY-LINE APPROACH; do not makes several commercials
that sound the same!
– FEAR OF EXPERIMENTATION; don’t shy away from trying a new
approach. Allowing yourself the freedom to experiment limits both your
creative potential and the potential benefits to your advertising clients.
PRODUCTION APPLICATION IN
STATION PROMOTION
• This is an area that has recently assumed greater importance
than ever before.
• Production is the key element in creating promotional
vehicles that help stations build their identity and create
excitement and interest among listeners.
• Promotional production that is skillfully integrated into the
on-air schedule can significantly help you create the
identifying elements that together make up the sound of the
station