Adverts For Radio

Task 1: Your task is to write an analysis of at least three different radio commercials. you should use the information and the headings below to help you structure your analysis and click on the links below to listen to a variety of advertisements…..

First Radio Analysis: Alton Towers

The Advert starts with various sound effects such as a roller coaster moving up and getting ready to set off, and as it sets off, it includes people screaming and the main voice of the advertisement changes in pitch as it gets higher. The advert is of a humorous theme, and this is shown through the advert taking place on a roller coaster, the presenter describing the vacancy at alton towers while screaming and lengthening the last few words of his sentence as the roller coaster dips and swerves. This of course is all in our imagination, as we cannot see the advert, but I believe this is what makes the advert so captivating, with its ability to hook you in as well as capture your imagination.

Second analysis: Kit Kat.

The objective of the Kit Kat advert is simple. Create an image of the product and provoke intrest in the company. However the advert isn't so simple at first, in fact it misleads us into thinking it is a rugby commentator naming various rugby player, but struggling with their names, which would be found comical to a large range of audience. After struggling with the words for so long, a calmer voice cuts in the with well known phrase, "Have a break, Have a Kit Kat". This brings us into the product awareness and the voice is calming, in contrast to the comical commentator failing to pronounce rugby star names. The commentators antics also creates a sort of fun game for the audience to get involved in, thus creating audience participation, and makes the advert more friendly and therefore makes the product more attractive. Both voices are middles aged men, and are both friendly, which makes the audience feel the product as more approachable and attractice. The ambience in the background is also that of a rugby match, which helps us believe that we are in a rugby match listening to this commentator, this term can sometimes be called "suspension of disbelief", in my opinion.

Task 2: Create 2 very short commercials (15 seconds) use a different style and purpose for each one. Try and make the style and purpose very obvious and specify which type of radio station you will be advertising on and why?

Task 3
Galaxy Radio
how is the sales team divided up? Regional sales team.
sales team in london talk to london advertising agencies to get them to put adverts on the show.
sales team in manchester speaking
Local sales team in leeds - speak to all potential advertisers in the area, such as a night club to a motor dealership, also public service messages such as crime stoppers, NHS, Change4life, sexual health facilities. Key demographic is "20 somethings", large audiences, age is not important, all age groups targeted.
Coca cola -
would be a global campaign in order to maintain interest in the company, wouldn't ask for a local campaign as its too big to have a local campaign. speaks to london agencies.
CPT -
Cost per thousand, their currency, 1 million listeners a week aprox, 8 hours a week. some 24hours, others less, averaged out. charge the same to national companies than they do to local companies, plots against audience figures, how often it will reach them, 1 person who listens to it is called an 'impact'
CPT means the cost it is for someone to listen to an advert 1000 times, or every thousandth viewer. pricing policy - the same whether its coca cola or a local advert, negotiate price taking various factors into account.
national advert costs - the price is flexible. flat rate -
4000 pounds a week for a first timer advertiser for 3 months. 16 grand for the period of 4 months. budget 15% of the air time, £4000 = 600 pounds.
how many times -3 month advised, to build familiarity and being able to build up repeated plays to make the audience remember
how else? can sponsor the advert, galaxy online (new media), radio is more personal, listen to it on your own.

Task 4: You are creating an advert for a new beer that is aimed at working men. Click on the hyper link below and go through the process of finding an appropriate voice-over. Explain your actions and explain why you ended up choosing your particular voice-over

When creating a Beer advert, my immediate thoughts would be to start the advert with the ambience of a pub or bar, with banter and the sounds of glass chinking and general chatter. I would then have a typical low pitch Yorkshireman ask for the pint of beer that was being advertised,

Yorkshire is well known known for brewing beers and bitters so it is only logical to use this to my advantage and use a local sounding voice that would attract nostalgia and also a sense of friendliness with the company. I wanted a voice that was a little rugged, but also local and friendly, which is why, after researching through the sound archives, i have chosen the voice of Glen Doherty, as his voice fits what i would prefer to have in my advert, it would provide a modern and local feel for the advert, attracting working class men aged in and around their 20's, this would be my target market, as i believe it would suit the stereotypical pub drinker of beers and bitters.

Task 5: In 300 words explain the role of MCPS and PRS generally. Explain how fees for using commercial music are decided upon and explain the annual fee for PGFM to use commercial music when creating adverts and explain the fees for Classic FM, Radio Aire and Galaxy.

PRS is formally known as Preforming Rights Society. PRS controls the selling of rights to music, advertising and film licenses. It collects and distributes the royalties earned when a song is used in a business or production. This can include being preformed or played in public, or broadcast and made publicly available online. "PRS for Music was set up (in 1914) in the UK by songwriters, composers and music publishers to manage these rights on their behalf." (Taken from www.prsformusic.com)

MCPS stands for mechanical copyright protection society and is a part of PRS. It represents the sales of music and represents over 500,000 tracks and sound effects from over 160 libraries covering all genres of music. At a fee they allow the purchaser to gain access to this music and use it for there own purposes.

Task 6: Identify a client and the sector your client is working in.

we have decided to use Brenda's as our chosen client, as we feel we can make a successful radio advert. The advert is going to be based around the sector of the popular sandwich market in Pudsey. Brenda’s is a popular Sandwich shop located in Pudsey Centre. The shop offers a outside catering service, distributing affordable hot and cold sandwiches and a delicious range of other food and beverages. The ad is aimed at developing interest in the shop to the local community. The Shop is open at flexible hours ranging from early morning to the afternoon.

Background / Overview
Brenda’s is a popular Sandwich shop located in Pudsey Centre. The shop offers a outside catering service, distributing affordable hot and cold sandwiches and a delicious range of other food and beverages. The ad is aimed at developing interest in the shop to the local community. The Shop is open at flexible hours between early morning and afternoon.
Our advertisments aim is primarily to attract the attention of the local community to the shop.

Target Audience. Who are we talking to?
The Advert will hopefully attract a broad target audience, ranging from School children in the local schools, to local business personal in the area. The sandwich shop may also appeal to pensioners by the flexible hour time. The Shop also quotes that they will endeavour to the customers needs if their requirement is not on the menu. This helps the shop keep ahead of competition and also means that the customers can feel they can order sandwich with a comfortable approach.
What’s the single most important thing to say?
Brenda’s is a successful sandwich shop, in the Pudsey centre with a respectable customer base. The shop is slowly developing in the community. During the current economic situation, value for money is importance in people’s lives, and Brenda’s offers excellent customer service, well worth its value of money, over the short period of time it has been open. Brenda’s offers a weekend delivery service with offers over £5, which is specific to a timescale. Brenda’s also offers a local friendly service to its customers. That attracts many customers for friendly conversation and banter.

Details that will assist the creative team…

Consumer Insight

‘friendly service with good quality food’

“good service, pleasant company and good food.”

Description of brand personality: Breakfast in a Bun

Positioning Taglines- Where the Best food costs less

Mandatory Details:

13 Lowtown, Pudsey, Leeds, LS28 7BQ. Telephone: 0113 290 9890

Sandwich Bar and Cafe

Hot and Cold Sandwiches, outside caters

Budget

1 play per day = £10

3 plays per day = £ 20

5 plays per day = £ 30

Task 7: Write up your clients’s brief. Explain the service or product they are offering, who they want to sell to and why. You should set out your brief in the same way as the example posted below.

Pudsey Grangefield School

Media Department

Mount Pleasant Road

Pudsey

Leeds

LS28 7ND

Dear Madam

As you may be aware, the school has been broadcasting live radio to the community for over 20 years now and this year PGFM will be broadcasting online from the beginning of April. Students from the three schools in the Pudsey area and people from the local community will help run the station.

We now offer an A’ level qualification in Radio Studies and the course is proving very popular. Students are currently undertaking a ‘radio advertising’ unit and they have been asked to create a radio advertisement for a ‘real’ product or company.

We are asking local companies to support us on two fronts. Firstly, we would like to make an advertisement for your company and we would appreciate you telling our students the kind of information and content that you would like to hear in an advertisement about your business.

Secondly, we are asking for a small financial contribution. To run the station costs in excess of £5000 per year so a donation made to the school for the production of your advertisement will help fund this project and ensure the continued success of our community radio station.

We will be broadcasting online for three days a week from the 19^th of April and we will be broadcasting on an anologue frequency across Leeds from the 14^th to the 26^th of June.

The prices detailed below are annual fees and include the summer broadcast.

1 play per day = £10

3 plays per day = £20

5 Plays per day = £30

If we receive enough support from local businesses we can ensure the continued success of what has been a valuable community project.

We thank you in advance for your support.

Many Thanks

Chris Jackson
James Burkinshaw

Task 8: Produce 2 proposals for scripts based in different 2 different styles and then report back to your client.

Script

The first proposal
We have decided that for perhaps for our first proposal we have an idea of making a rhyme to make a successful advert. It is going to feature some humorous connotations which will help correspond with the seriousness of the advert. The advert will be simple and straight forward, as our solitary goal will be to try and appeal to the reader through rhyme, where we will be explaining popular items that can be bought in the shop. The advert may feature some areas of repetition such as with the name of the shop. We are going to use 5 separate voiceovers to interest everyone, both male and female, however this will generally be in the same accent. This will not only add to the humour to the advert but also keep audience recognition in mind. We will also use a catchy music bed to correspond with the rhyme and rhythm of the advert.

Proposal 2
We have thought for our second proposal we could use a small narrative which will feature a conversation between 2 people deciding which shop to go to for lunch. Therefore the Proposal will be simple and be quite short perhaps 20 seconds long. We may add humor through the use of accents as we will generally be using broad Yorkshire. Once again we may use repetition of the Shop name to make sure the audience really get our message. We may use aggression towards the end of the radio advert, however this will also be used through humorous connotations. We will also use a catchy music bed that may be familiar to some listeners.
We have decided to use the proposal 1 as we feel we may get a more positive reaction to the advert. it will also be different as not many adverts use rhyme in radio advertisements. we also feel that it would be the better options for the shops basis.

Task 9: Complete first draft of script and then consult the client and document feedback

Bacon Sandwich, Sausage too

Spam and egg, made fresh for you

hot and cold to suit your fancy

Get the breakfast bun you pansy!

Salad boxes, for healthy eaters

The jacket spuds are world beaters

Hot and Cold to fit your mood

Brenda's sells fantastic food

Task 10: Complete final draft of radio script and print of sufficient copies for voice actors.

(shop bell on the door opens)

Ohh im starving, got anything nice

Music bed starts

Bacon Sandwich, Sausage too

Spam and egg, made fresh for you

Theyve got hot big breakfasts in the morning

to get you going when the day is dawning

Salad boxes, for healthy eaters

The jacket spuds are world beaters

Hot and Cold to fit your mood

Brenda's sells fantastic food

Brenda's Open monday to saturday

located in lowtown pudsey

telephone 0113 290 9890 (repeat)

(back to the narrative)

Ohh pretty good then, got any chips !

Task 11: Create a radio commercial for your chosen client.

http://www.youtube.com/watch?v=FN44vsTQl1g

Task 12: Complete an evaluation using the template below and be sure to include the feedback you have received from your client.

Evaluation of advert.

The advert we made for Brenda's was on the whole a well produced advert, with a catchy theme that drew in the audience and helped to gain an interest in Brenda's sandwich bar. Because of the different voices that came in with frequent changes in pitch and accent, it gave the feel that the advert was fast paced and made it more interesting. The advert was however, while successful on the whole, lacked a little in the effort put into some voices used, some perhaps lacking in enthusiasm where added volume or pace could have made it a much more interesting and enticing advert. The advert was well prepared in the sense that we took care and time to put the advert and music bed together when producing it, and we selected out music accordingly so that our "rap" suited it. I felt that the advert we made was suitable for the product we were promoting, a sandwich bar would not need a very professional and formal advert, and a more relaxed and laid back advert with a chilled out music bed would be much more appropriate. I am pleased with the final result of our advert on the whole and the only flaw I might chose to pick out would be the fact that some vocals were not as enthusiastic as other, or as they could be potentially.