Issues in a Changing Marketplace

Broadcast Copy Preparation Copywriting for the Electronic Media (Meeske)

Planning a Commercial Targeting the Audience: Demographic Segments

Planning a Commercial Targeting the Audience: Age and Life Cycle

Planning a Commercial Targeting the Audience: Gender

Planning a Commercial Targeting the Audience: Income

Planning a Commercial Targeting the Audience: Education

Planning a Commercial Targeting the Audience: Occupation

Planning a Commercial Targeting the Audience: Race

Planning a Commercial Targeting the Audience: Geographic Factors

Planning a Commercial Targeting the Audience: Psychographics

The Copy Platform 1. Client and Product, Service, or Store

The Copy Platform 2. Target Audience (Geography, Demographics, Age & Life Cycles, Gender, Income, Education, Occupation, Psychographics)

The Copy Platform 3. Advertising Objectives

Advertising Objectives • To Inform: – Explaining how a product works – Telling the market of a price change – Advertising new uses of a product – Lowering buyer’s fears – Strengthening a company image – Changing false impressions – Explaining company services

Advertising Objectives • To Persuade: – Building brand preference – Urging buyers to switch to your product – Altering buyer views of product features – Encouraging buyers to purchase soon – Urging buyers to accept a sales call

Advertising Objectives • To Remind: – Reinforcing brand awareness – Reminding buyers that product may soon be needed – Reminding buyers where to buy product – Keeping buyers aware of product during the off season

The Copy Platform 4. Sales Slogan

The Copy Platform 5. Bonus Items

The Copy Platform 6. Approach

The Copy Platform 7. Positioning

Copy Platform for Fiber Lite 1. 2. 3. 4. 5. 6. 7.

Client and Product: Target Audience: Objective: Sales Theme: Bonus Item: Positioning: Approach:

Copy Platform for Coors Beer 1. 2. 3. 4. 5. 6. 7.

Client and Product: Target Audience: Objective: Sales Theme: Bonus Item: Positioning: Approach:

Sources of Copy Information • • • • •

The Salesperson Newspaper and Magazine Ads Brochures and Pamphlets Prepared Announcements The Client

Copy Preparation and Traffic

The Copy Platform: Recap 1. Client and Product, Service, or Store 2. Objective 3. Target Audience (Geography, Demographics, Age & Life Cycles, Gender, Income, Education, Occupation, Psychographics) 4. Sales Slogan 5. Bonus Items 6. Positioning 7. Approach

Copy Platform for a Product • Quality Vertical Blinds • To convince homeowners to use vertical blinds instead of drapes • Homeowners, age 25-54. Value-conscious people who want to make homes comfortable but contemporary • QVB give each room a contemporary look • Blinds are available in four styles • Product should be positioned as being easier to install, cheaper to maintain than drapes • Straightforward

Copy Platform for Local Retailer • Record Mart, three stores in Yourtown • To inform music loves that RM sells discs & tapes by contemporary well-known artists at discount prices • Males & females, age18-43, who enjoy contemporary hit music and frequently buy CDs. They are practical people who want quality but who don’t spend their money foolishly

Copy Platform for Local Retailer • The RM lets you enjoy your favorite recording stars and still stay within your budget • All CDs are guaranteed for one year • The RM store will be positioned as a business that appreciates serious music fans and understand their buying and listening habits • Enthusiastic delivery, with excepts from sample recordings

Points to Remember • A spot must be planned if it is to motivate people to respond. • A copy platform helps the copywriter prepare a successful sales strategy by identifying, in addition to the client and the product, service, or store, the (1) objective (2) target audience, (3) sales theme, (4) bonus items, if any, (5) positioning, and (6) approach.

Points to Remember • The salesperson is the copywriter’s primary source of information. • Newspaper ads, magazine ads, and brochures help the copywriter gather background information but are written for print, rather than for broadcasting. • Prepared announcements, with space for the local sponsor’s name and address, are sometimes available.

Points to Remember • A copywriter should maintain personal contact with clients but visit them only with the salesperson’s approval. • The copywriter must consult with the station’s traffic director to identify the date and time the spots will begin as well as when the spot will be aired during the broadcast day.