Digital Advertizing

Digital Advertising

Lesson 15: Structuring process for Radio, TV and Video Advertisement Copy

Tips for effective Radio Advertisement

1. Do prior home work
   
   1. Review all the advertisement facts about the product or the services to determine the copy strategy.
      
   2. Decide the selling idea to be conveyed.
      
   3. Capitalize on one major point as the time available is short.
2. Decide on the format
   Is it a musical jingle of short length as reminder advertising or a more elaborate format of 60 seconds or a straight announcement – one has to decide based on the subject of advertising. However a straight announcement is of much useful in delivering the message effectively because it is simple to construct and build confidence for the copy writer.
3. Involve listener immediately
   The announcement should be in such a way, that within the first few seconds the attention should be drawn. Appending to the prospects, self interest and benefit or reward through provocative dialogue, humour and distinctive sound makes it effective.
4. Develop the copy after opening
   Initially attract the attention, then elaborate, explain, demonstrate and repeat and at the end provide reinforcement.