The POWER of

Advertising!

The POWER of

Advertising!

Mark Levy, VP / GSM, Radio Advertising Bureau

972 753 6756 / mlevy@rab.com

The key components of successful advertising are proper execution and placement. These elements are determined by variables such as brand, target consumer, message, environment, etc. There are suitable times to utilize all commercial lengths, 15 seconds, 30 seconds, and 60 seconds, just as there are appropriate situations that call for comedy, music, sound effects, or special voices. In fact, that is one of the unique strengths of our media.

The Role of CreativeThe Role of Creative

KEYIMPLICATIONS

Key Implications

The Media Execution: Not surprisingly, targeting is key

and consumers will notice (and reward) advertisers who make the effort to speak directly to them

Advertising should be reflective of its surroundings

What it means for Advertisers

Key ImplicationsWhat it means for Advertisers

The Media Execution: Go beyond mass age/sex

– Think format segmentation and psychographics when planning

– Plan against station/format “communities” or clusters

– Break down broad targets into lifestyle and generational segments

Key Implications

The Creative Execution: Advertising should speak to

people on a personal level – Relevant copy and messaging– Use multiple treatments when

possible

What it means for Advertisers

Key ImplicationsWhat it means for Advertisers

The Creative Execution: Go beyond “funny” and “functional”

– Provide an integration of function (product) with emotional recognition (consumer)

– Rational arguments are less important than building an emotional envelope, within which lies a brand differentiation statement

The Emotional Power ofThe Emotional Power of

A Quick QuestionBefore We Begin…

A Quick QuestionBefore We Begin…

Are!Are!

Who is responsible for

creative?

Who is responsible for

creative?

The Four “A”sof Good Copy

The Four “A”sof Good Copy

AttentionAttention

The Four “A”sof Good Copy

The Four “A”sof Good Copy

AttentionAttention

AwarenessAwareness

The Four “A”sof Good Copy

The Four “A”sof Good Copy

AttentionAttention

AwarenessAwareness

AttitudeAttitude

The Four “A”sof Good Copy

The Four “A”sof Good Copy

AttentionAttention

AwarenessAwareness

AttitudeAttitude

ActionAction

CopywritingPrinciples

CopywritingPrinciples

Know the productKnow the product

Know the targetKnow the target

Avoid clichésAvoid clichés

Use emotionUse emotion

Use real-life situationsUse real-life situations

Use theatre of the mindUse theatre of the mind

Good CopyGood Copy

Know the ProductKnow the Product

Good CopyGood Copy

Know your TargetKnow your Target

Good CopyGood Copy

Use Theatre of the MindUse Theatre of the Mind

Close your eyes and listen…

Good CopyGood Copy

Use Theatre of the MindUse Theatre of the Mind

Stan Freberg:“Theatre of the Mind”

Theatre of the MindTheatre of the Mind

Use sound to trigger mental imagesUse sound to trigger mental images

WorkshopWorkshop Think of an event or experience when you were in high school

Think of common occurrences

Think of action words

Think of some of the smallest details

Prepare a few sentences that create a mental image of the event or experience

Avoiding ClichésAvoiding ClichésYou’ve got to see it to believe itBut wait there’s moreIt’s our biggest sale of the yearDrive a little, save a lotHuge selectionLimited time onlyBring the whole family8 locations to better serve youFor all your _________ needsWorking hard to serve you better

WorkshopWorkshopRewrite one cliché into a phrase you’ve never heard before

Good CopyGood Copy

Use Real-Life SituationsUse Real-Life Situations

ExaggerationExaggeration

Doing taxes on April 15th

Locking your keys in the

car

Spilling lunch on your

clothes

Good CopyGood Copy

Use EmotionUse Emotion

Stephen King

CNA QuestionsAnd AnswersCNA QuestionsAnd AnswersAnything you like to feature Anything you like to feature

Who is your best prospect?Who is your best prospect?

Maybe because of higher profit

margin?% Male / %FemaleAverage AgeAverage incomeTypical professionTypical level of education

Why do customers come to you?Why do customers come to you?What is your single greatest competitive advantage?What is your single greatest competitive advantage?

Do you have a positioning statement?Do you have a positioning statement?

What do you feel if your unique selling position?What do you feel if your unique selling position?

What is your primary business image?What is your primary business image?

What’s the biggest misconception people have about your business?What’s the biggest misconception people have about your business?

Low priceLarge inventoryService, etc.

Getting Started Getting Started

Create ListsCreate ListsOccupations

Real-life situations

Various emotions

Make It PersonalMake It Personal

One-to-oneOne-to-one

WorkshopWorkshop

Situation

s

Language

Real-lifeReal-life

Use Your Lists To…

Getting StartedGetting Started

Randomly selectRandomly selectTwo occupations

One Real-life situation

One emotion

Good NewspaperEquals Good Radio?

Good NewspaperEquals Good Radio?

Good NewspaperDOES NOT Equal Good RadioGood NewspaperDOES NOT Equal Good Radio

Make It PersonalMake It Personal

One-to-oneOne-to-one

Situation

s

Language

Real-lifeReal-life

Commercial StylesCommercial Styles

StraightforwardStraightforward

MusicMusic

Slice of LifeSlice of Life

TestimonialTestimonial

HumorHumor

Pop QuizPop Quiz

The audience cares about:The audience cares about:

A. The ClientB. The Client’s situationC. The Radio stationD. What the Client can

do for the listener

Sell the Product’s ResultsSell the Product’s Results

Sell the BENEFIT to the listenerSell the BENEFIT to the listener

Support the BENEFIT with a featureSupport the BENEFIT with a feature

WII-FMWII-FM

Get the listener to dream about the results of having the client’s product or service

Get the listener to dream about the results of having the client’s product or service

Use Persuasive WordsUse Persuasive Words

WorkshopWorkshop

Here are the 17 most persuasive words according to Yale UniversityHere are the 17 most persuasive words according to Yale University

Write a list of persuasive words

YouDiscoverySaveProvenNewGuarantee

MoneyAdvantageResultsPositiveHealthBenefits

EasyNowSafetySecurityLove

One Core MessageOne Core MessageDetermine with the client what the one most important message is

Determine with the client what the one most important message isFocus on one messageFocus on one message

Hard as it may be, push aside the client’s laundry list of messagesHard as it may be, push aside the client’s laundry list of messages

Avoid UnnecessaryDetails

Avoid UnnecessaryDetails

Phone numbersPhone numbers

AddressesAddresses

WebsitesWebsites

Clients On Air? You Bet! Clients On Air? You Bet!

Client voices own commercialClient voices own commercial

Record the clientRecord the client

Write a commercial with professional talent wrapped around the client

Write a commercial with professional talent wrapped around the client

It's much more profitable to advertise items that you are going to make money on rather than marking items down and spending money to move them!"

Don't advertise items that give you a poor return on your investment, unless you are purposely using it as a loss leader. If so, be sure it has a broad enough appeal to actually interest a significant amount of potential buyers.

Whatever you choose to advertise, concentrate your efforts. More and more research has shown that radio advertising has greater impact when concentrated. If your budget limits you to 36 commercials in a month, consider running them over 1 or 2 days instead of one or two weeks, making sure you A) give a potential buyer a solid reason to respond and B) add a sense of urgency!

Methodology

WHAT Should You Advertise?

#1: Truth is better than creativity.

#2: The headline is the ad for the ad. Attract the listener’s attention or suffer the consequences. Be sure your customers know you're talking to them. You can dramatically increase your results by creating better headlines for your commercials.

#3: Describe your merchandise in terms of benefits' for the listener.

#4: Use simple, me‑to‑you language. Go easy on superlatives. "The best deal ever" cannot happen every week.

#5: Price your offer.

Methodology

Summary

#6: Make a specific offer to sell something.

#7: Ask for a specific action.

#8: Add urgency with time limits or quantity limits. Get the listener to act NOW!

#9: Develop a theme or hook that gives customers a reason to come in.

#10: Don't put filler lines in your commercial copy.

#11: Location, web address and phone number .

Methodology

Summary

FOR YOUR TIME AND ATTENTION!!!