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Integrated Marketing
Communications
Advertising and
KRUTI SHAH
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10
10

BROADCAST MEDIA
CREATIVE EXECUTION IN
CHAPTER TAKEAWAYS

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• Radio as an advertising medium

• Elements & structure of radio commercials

& visualization

• Elements of a TV commercial

• Conceptualizing & producing radio & TV

commercials
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TITAN: WHAT’S YOUR STYLE?
RADIO
THE THEATER OF THE MIND

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• A revival with increase in radio stations
• A portable & personal medium
• Usually part of a larger media mix
• Scriptwriters can make audiences ‘see’
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THE TOOLS OF RADIO

• Sound Effects
• Voices

• Music
IMAGERY TRANSFER

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• Transmitting visual elements of a
television commercial into the listener’s
mind
• Airtel
– Sonic Branding
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SCRIPTWRITING & PRODUCING
FOR RADIO
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USE THE RIGHT VOICE

Lexi Pens
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WHEN YOU HAVE NOTHING TO

Navbharat Times
SAY, SING IT
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Cadbury Celebrations
MAKE ONE POINT

 Ad 1
 Ad 2
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STICK TO THE CAMPAIGN THEME

Centre Fresh
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ARE YOUR SOUNDS IDENTIFIABLE?

• Vodafone

• Visa
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Colgate Max Fresh
BE REALISTIC!
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MAKE SENSE, STAY SIMPLE

Lays
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USE HUMOUR PRUDENTLY

• Lexi Pens
• Amaron
• Mentos
POPULAR STRUCTURES OF
RADIO COMMERCIALS

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Multi-
One Voice Dialogue voice

Continuing Audio
Celebrity Character Demonstration

Sounds &
Music
Interviews Vignette
PRODUCING RADIO COMMERCIALS
Script Proofing

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Casting

SFX & Music

Mixing

Taping & Copying

Distribution to Local Stations

TELEVISION
THE ALL MIGHTY MEDIUM

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• Sight, sound,
motion, emotion,
progression

• Larger than life

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ELEMENTS OF TELEVISION

– Voices, sound effects, music

• Audio

• Video
• Text
MAKING A TVC
Review the Think

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Brief Pictures

Write a Use
Script Narrative

Prepare a Produce
Storyboard the TVC

Edit/Post-
prodn Work
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PHOTO BOARD
Two men are seen relaxing on a couch. One of them turns a disgusted face towards
his companion...

...as he hears him snore loudly. The man After a while, he sees his partner wide
swallows his annoyance and settles back awake and reading a magazine. But the
as the snoring continues. snores are still heard.

His ears trace the sound to a spider that The MVO whispers, "Daikin airconditioners.
slithers across its web. Complete silence."
 Production
Camera Shots &Decisions
Moves

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Pacing Scenes & Shots

Lighting Setting

Art Length

Props Casting
Costumes &
Makeup
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USE MOVIE LANGUAGE

• Television must entertain

• Make it intimate
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• Images are more important than words
WORDS VS. VISUALS

• Centre Shock
and text
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• Supports a visual idea

• Titan sonic branding

• Havell’s shock laga

MUSIC
SYNERGISTIC COMMERCIALS

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• Audio or video alone should help convey
the message

• Lifebuoy Gandhi
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CONSISTENCY
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CASE STUDY
AIRTEL’S ‘HAR EK FRIEND’