We have covered three platforms for advertisements in this session:

1. Press ads
2. Radio ads
3. Television ads

You learnt how to write scripts for advertisements on each of these platforms.

Print ads are of two types – classified ads and display ads. Classified ads can be published in both
newspapers and magazines and are preferred more by individuals or smaller organizations since they
are much shorter, lesser number of words and cost-effective. Display ads are mostly used by brands
to advertise about themselves.

While creating any print advertisement, two things needed to be taken care of:
1. Imagery
2. Content

Imagery involves both colors and typography that are being used in the advertisement. Different
colors and different fonts reflect different aspects and therefore should be used accordingly.

In content, an advertiser needs to look into Headline, Body and Response mechanism. All these three
aspects are extremely important to convey your message and derive results from print campaigns.

Radio ads are extremely popular when you have to target a local population. The first step towards
creating a radio ad is to conceptualize a basic storyline, which should not be more than 30-35 seconds
long. This storyline needs to be converted in to a script format for a radio advertisement and this script
has 4 parts:

1. Voice-over – In this section, dialogues that would be spoken are written. This has to be in a
conversation format.

© Copyright. UpGrad Education Pvt. Ltd. All rights reserved

 2. Reactions - This refers to the exact emotion that the voice over artist should exhibit while
recording the script.

3. BGM/SFX – This refers to background music or sound effects. This is written such that the editor
is aware what music to insert while there is a conversation going or if any sound effect has to be
added.

4. Duration - This is to give the editor an idea as to how long each segment of the ad will be. This
will help the editor cut off the unwanted portions and pauses that may have existed while
recording the video.

A television ad script is prepared in a similar manner to that of a radio ad, but since the medium is
different, there are certain additional aspects, which need to be taken care of while preparing a
television ad. The elements of a television commercial script include: -

1. Scene - A scene is a device used in narration. If your ad is a story, then scenes are the
mini-stories that add up to create the whole story. The script requires you to mention the
what the scene number is.
2. Dialogues - This is very similar to the radio ad. It should elaborate the exact dialogues if there
is a conversation between people or the narrator’s exact dialogues if only the latter is
speaking.
3. Audio - This is where you mention the specific sound effects or Background music you want to
add at each part of the script.
4. Video - This is the added power that TVC’s give to the writer since visuals can speak a
thousand words. It is important that words in the voice over find a match in the video.

© Copyright. UpGrad Education Pvt. Ltd. All rights reserved

Disclaimer: All content and material on the UpGrad website is copyrighted material, either belonging to
UpGrad or its bonafide contributors and is purely for the dissemination of education. You are permitted to
access print and download extracts from this site purely for your own education only and on the following
basis:

● You can download this document from the website for self-use only.
● Any copies of this document, in part or full, saved to disc or to any other storage medium may only be
used for subsequent, self-viewing purposes or to print an individual extract or copy for
non-commercial personal use only.
● Any further dissemination, distribution, reproduction, copying of the content of the document herein
or the uploading thereof on other websites or use of content for any other commercial/unauthorized
purposes in any way which could infringe the intellectual property rights of UpGrad or its
contributors, is strictly prohibited.
● No graphics, images or photographs from any accompanying text in this document will be used
separately for unauthorised purposes.
● No material in this document will be modified, adapted or altered in any way.
● No part of this document or UpGrad content may be reproduced or stored in any other web site or
included in any public or private electronic retrieval system or service without UpGrad’s prior written
permission.
● Any rights not expressly granted in these terms are reserved.

© Copyright. UpGrad Education Pvt. Ltd. All rights reserved