Advertising Report

RADIO ADVERTISING
Radio is a significant medium for advertisers appealing to

the mass market and housewives. The electrical
impulses by a radio station refers to the signal . All
signals are transmitted by electromagnetic waves called
radio waves. These differ from one another in frequency,
or the number of waves that pass a given point in a given
period of time. All electromagnetic waveshave height,
known as amplitude, wherein range can be similar to the
difference between an ocean wave and a ripple in a
pond. The speed is measured by the frequency remains
constant. The principle of amplitude of modulation (AM)
has variations in sound wave, while frequency remains
constant. The principle of frequency modulation (FM),
sound wave varies with a corresponding variations in its
frequency.
Drive time rate- is an advertisement delivered during station
breaks or program breaks.
Run-of-station- is delivered at the discretion of the
announcer.
Special Features- advertisements are delivered just in time
with a traffic update, news report or time report.

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Live commercial- is delivered in person by the station
announcer, disc jockey, newscaster, or station personality.

Pre-recorded commercials- are those produced by an agency,
which had gone through talent selection, musical scoring,

sound track and voices recording, with a master tape for
reproduction and distribution to radio program.
Steps in Radio Advertisement
Production
1. The advertisers selects a producer or agency.
2. The producer or agency prepares bill of materials or cost estimated.
3. The producer or agency selects a recording studio.
4. The producer or agency selects talents.
5. The producer or agency selects a musical director and background
music.
6. A rehearsal is scheduled.
7. The studio records music and sound separately.
8. The studio combines musical scoring and soundtrack with voices.
9. The producer or agency prepares several copies taken from master
tape for distribution to radio stations or programs.
10. The advertisement is now ready on the air !!!
Common Techniques In Radio
Advertisement Production
1. Straight Announcer Technique

2. Two-Announcer Technique
3. Announcer-Actor Technique
4. Slice-of-life Technique
5. Jingle-Announcer Technique
6. Consumer Interview Technique
Qualities that make radio
advertisement more effective
1. Simplicity
2. Coherence
3. Rapport
4. Believability
5. Interest
6. Distinctiveness
7. Compulsion
TELEVISION ADVERTISING
Producing commercials for television is the

most expensive. As the technology of electronic
commercial production has soared, so have the
costs and the complexity, resulting in greater
specialization in the production process. In the
past, most agencies maintain in-house
production facilities. Now, they would sub-
contract some of the services to cut on costs.
Script Development
Script for television advertisement is called the
storyboard. This is divided into two parts: the
audio and video. The right side is the audio, and
the left side is the video; or another way is: the
upper frame is the video, and the bottom frame
is the audio. The video includes the camera
action, scenes; whereas, the audio includes the
spoken words, the sound effects, and the music.
David Ogilvy 5 points out of the following
principles in television advertising
The opening should be a short, compelling attention getter

The demonstrations should be interesting and believable
The commercial should be ethical, be in good taste, and not
offend local mores
The entertainment should be a means to an end and not
interfere with the message
The general structure of the commercial and the copy should
be simple and easy to follow. The video should carry most of
the weight, but the audio must support it
The characters should be the living symbol of your product
Courtland Bovee and William Arens checklist for
creating effective television commercials:
1. The opening should be pertinent, and relevant. It should permit a

smooth transition to the balance of the commercial.
2. The situation should lend itself naturally to the sales story.
3. The situation should be high in human interest.
4. The viewer should be able to identify with the situation.
5. The number of elements should be held to a minimum.
6. The sequence of ideas should be kept simple.
7. The words should be short, realistic, and conversational. Sentence
should be short.
8. Words should be interpret the picture and prepare the viewer for
the next scene.
9. Audio and video should be synchronized.
10. The audio copy should be concise.
11. Five or six seconds should be allowed for the average scene, with
none less than three seconds.
12. Enough movement should be provided to avoid static scenes.
13. Scenes should offer variety without jumping.
14. The commercial should look fresh and new.
15. Any presenters should be properly handled.
16. The general video treatment should be interesting.
Visual techniques for television commercial
Spokesperson
Testimonial
Demonstration
Close-ups
Slice-of-life
Customer interview
Vignettes and situations
Animation
Stop motion
Rotoscope
Elements of production
Pre-production- phase includes all the

work prior to the actual day of filming.
Production- is the actual shooting of the
advertisement which can be very long
and tedious.
Post-production- phase is where the
commercial is actually put together.

Roman and Mass list these factors:
1. Superstar talent
2. Location shooting
3. Large cast- people and animals
4. Animation
5. Opticals, special effects, stop motion
6. Studio shooting
7. Set decoration
8. Photographic equipment
9. legal requirements
10. Night, week-end filming
Buying television time
- the advertisers determine available programs and rates,

evaluate programs ratings, negotiate for the price, determine
reach and frequency, sign the contracts, and finally review
the affidavits of performance to be sure the commercials ran
as agreed.
- The media buyer provides the sales representative the data
about the advertisers media objectives and target audience
and requests for the list of available time slots along with the
prices and programs ratings. This is called the avails, which
include all the data requested based on the latest ratings.
To determine most efficient program, cost per rating point
(CCP) and the cost per thousand (CPM) must be computed as
follows:
Where: Cost per Rating Point = Cost / Rating

Cost per Thousand = Cost / thousand of people
Supposing the program DEAL OR NO DEAL has a rating of 5, reaches
400,000 people in the audiences, and cost Php30,000 for a 30-second spot
on channel 2. Then:
Cost per Rating Point = Php30,000/5

= Php6,000.00
Cost per Thousand = Php30,000/400,000
= Php75
Affidavit of performance- is an evidence that the commercials
were aired as paid for.
Media planners- define the television stations audience, and
efficiency in various ways.
TV households (TVHH)- is the number of households that own
television sets.
Households using television (HUTV)- the percentage of homes in
a given area that have one or more TV sets tuned on at any
particular time.
Program rating- the percentage of TV households in an area
turned on to a specific program

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RADIO ADVERTISING

Radio is a significant medium for advertisers appealing to

with a traffic update, news report or time report.

announcer, disc jockey, newscaster, or station personality.

which had gone through talent selection, musical scoring,

1. Straight Announcer Technique

Producing commercials for television is the

The opening should be a short, compelling attention getter

1. The opening should be pertinent, and relevant. It should permit a

Pre-production- phase includes all the

commercial is actually put together.

- the advertisers determine available programs and rates,

Where: Cost per Rating Point = Cost / Rating

Cost per Rating Point = Php30,000/5

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