smad 342 exam 2
disadvantages of radio
- listeners don't remember the message
- need to make ad simple
- time restraint
- clutter
- listeners can't go back to relisten
advantages of radio
- people can be reached while being mobile
- reach defined target audience
- low production cost
- low airtime cost
- people have access anywhere
disadvantage of tv
- high production cost
- high airtime cost
- zip and zap
- clutter
advantages of tv
- low cost per view
- reach large audience
- prestige
- high impact
- creativity
disadvantages of cable tv
- poor quality
- zip and zap
- limited reach
advantages of cable tv
- low production costs
- reach target demographics
- flexbility
- selectivity
TV commercial formats
- vignette
- slice of life
- demo
- testimonial
- product as star
- spokesperson
demo commercial
showing the product in use
vignette commercial
showing multiple of the same message with different people and backgrounds
slice of life
product being the solution to a problem
spokesperson
celebrity, CEO, or expert talking about the product
testimonial
real people giving real experiences
adlib
offers the main message and allows the host to add their own thoughts; more authentic and conversational
script
client giving host exactly what they want them to say in a simple paragraph format; client doesn't trust the host
barter syndication
first run programs run on local stations for free or discounted price since most air space has been prebought by national networks
first run syndication
programs aired for a specific syndication market
ex: judge judy, dr phil
off network syndication
programs rebroadcasted on a network
ex: big bang theory, Icarly, Jessie
subjective view
from the view of the person in the scene
objective view
from the view of the observer
low angle
emphasizes importance
why podcasts fail
- hard to spell names
- new companies set their advertisement prices wrong
- not advertising on platforms that make sense for the brand
why podcasts are effective
personal connection
CPA
cost per acquisition (how much it costs to get a new customer)
CPM
cost per thousand (listeners on a podcast)
radio script elements
left: announcer name, SFX
right: dialogue
- headline
- title
- date
- duration
- client
- live/produced
tv post production steps
1. add sound and video
2. finish editing
3. put on hard drive and delivery
4. media agency buys air time
linear ads
runs in same line as content; takes up whole screen; no fast forwarding
pre roll ads
before the content
- pro: viewers must watch because its before their content
- con: likely to click off
mid roll
in the middle of the content
- pro: viewers are already engaged in their content so they will watch ad
- con: intrusive
post roll
after content is played
- pro: least intrusive
- con: no motivation to watch since content is over
interactive ad
offers interaction between brand and customer (sign up here)
overlay ad
offers viewer choice in what ad they want to watch
- pro: reaches target audience
- con: could cause abandonment
nonlinear overlay
covers bottom 20% of content
- pro: doesn't fully interfer with content
- con: viewers could get annoyed and it could cover captions
creative ways to sell on radio
- strong personality
- celebrity
- product demo
- customer interview
- product song
time
horizontal timeline; 60 seconds
tempo
pace you move at that time
keyframe
most memorable frame summarizing the whole
outro
last thing said; usually a call to action
produced
prerecorded and ready to be aired; better quality
live
commercials sent in script form for host to read on air
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