Broadcast

Advertising
 Positioning Statement
• States how the consumer should
perceive your product/client.
• “Rick’s Gun and Liquor Store is the
most convenient gun and liquor store in
the market.”
 Copy Platform
• The theme that runs throughout the
campaign.
• Will appear in all advertising.
• Reflects the positioning statement.
• May be a slogan.
• “Bullets and booze to go.”
 Creative Planning
• Spots have to “resonate” with the
consumer.
• To make the consumer understand the
message – the advertiser must
understand the consumer.
• The first few seconds of the spot have
to be powerful. Grab the attention.
• The Hook.
 Creative Planning
• Keep it simple.
• One idea per spot.
• It can be price, quality, quality,
convenience, etc.
• But only one.
 Commercial formats
• Dramatic
– Short plays
• Exposition – sets the stage
• Conflict – what’s the problem?
• Rising action – complications
• Climax – problem is solved – product is the
hero
• Resolution – repeat the selling points
 Creative Planning
• Problem – solution
– Sometimes uses the dramatic element
• Demonstration – TV – show the product
in use
• Interview – some are real – some
scripted