#OUJ3700Radio and TV

Let’s format Copy Every document should have the

following for letterhead:• Client’s name• Copywriter• Length

Radio script formattingEvery station is different. Here are some general rules:

1.Write on one side of the page only.2.Write all spoken copy in upper and

lowercase. 3.One spot/commercial per page.

Radio script formattingMORE CAPS IN RADIO AND TV THAN YOU THINK

1.Write instructions for sound effects and music ALL IN CAPS, and underline.

2.Write talent instructions-(WHISPER) in parentheses and capitalize.

3.Write speakers’ names ALL IN CAPS.

Other formatting tips• Spell things out in a way the

announcer can understand.

•Think dash not dot.9 a.m. is bad.9 A-M is better.

Other formatting tips• Spell things out in a way the announcer

can understand.

Things may cost $9.95.They should read 9-dollars-95 cents.Better yet….It’s less than 10 bucks…

Other formatting tips• Spell things out in a way the

announcer can understand.

Don’t write www.facebook.comDo write Facebook-dot-com.

W-w-w-why-are-we-saying w-w-w-

Speaking of numbersfour rules• Write out numbers as figures…

• 50 cents, • 12 o-clock,• 5-thousand.

• Spell out all fractions. One-half• Write out decimal points. 8-point-8 percent.• Round numbers. $79,995 should be under 80-

thousand dollars. • DASHES-NOT DOTS.

One big exception to dashes…not dots. Don’t use commas. They are hard to

spot.Use ellipses instead.

• Ice, snow, bad roads all are signs of winter.

• Ice…snow…and bad roads are all signs of winter.

Other formatting tipsWatch punctuation.

Readers don’t see the punctuation until it’s too late.Your copy must create excitement, or you must tell the voiceover talent to get excited.

ROADMAP TO BROADCAST WRITING

Organizing broadcast commercial• AIDA Formula

•Attention•Interest•Desire•Action

Timing isn’t precise. Here are some ground rules.

A=3-4 seconds I=20-30%D=20-30%A=20% max

AIDA ModelAttention• Grab it with 3-4 seconds.• Here are ways to hook the audience.

• Words, sound effects or music in radio.• With TV, you can add compelling images.• This is tell them what you’re going to tell them.

Aida modelInterest• Interest grows from the lead; stick with the main idea.• Explain the product benefit • Explain how it relates to consumer needs.• Explain the selling points that produce the benefits.• Think context with content• Use the word “You.”• Intro the sales goal and name and location of the sponsor

who can make this happen. That location can be physical, online or social.

• This is 20-30% of the ad.

Aida modeldesire• Make people want to act on their terms in their

environment.• Desire starts with benefits, which we explain in

the interest section.• You need to know what the customer wants and

connect the dots.• If my coffee audience wants Starbucks coffee

and spends all day on their cell phone, and online app to buy coffee makes a lot of sense.

Aida modelaction• This should be 20% of your spot max.• Create a discernible and easy action step.• Be specific.• Be immediate.• Be direct.

• Purchase• Like the facebook page• Download the app….

One important aida thought• Most local commercials focus

on the action step.• Most national commercials

focus on the desire factor.

How to use aida• Write three sentences on each.• This is your rough draft. • Condense your copy into the

time format.

Creative questions to ask• Do you want one voice, two voices

or multiple voices?• More voices=faster pacing.• Do we need sound effects?• How does music help tell our

story?• Audiojungle…

Let’s add tv to the mix

broadcast copyWe write for three reasons.

• Inform: Try us• Persuade: Move to us• Remind: Brand loyalty, there is value

to staying with us.• TV (especially national ads) are often

about reminding folks just how good you are.

The storyboard• Every second of a TV spot is planned

with video, audio and graphics.• A storyboard gives you a shot by shot

rundown.• This needs to be blocked out.• Each board is 3-5 seconds.

Here’s what storyboard looks like

Building a storyboard1. Identify the distinctive features you want to get across:

logo, emotion, product shot.2. Determine what benefit comes from the brand’s

distinctive feature: 3. Decide what setting will convey 1 and 2 .4. Place video instructions and audio lines for each scene

under the frame. Include shot choices (wide, tight, ultra close-up.

9 Broadcast writing nuances• Know your budget.

• On location shoots are better but more expensive.

• Production studio• Have one main idea.• Hit them early.• 30 second tv ad….5 ad second YouTube

9 Broadcast writing nuances• Make your ad DVR proof through product

placement.• Literal• Value• Logo• 5 percentage….

• Audio repetition is also important.• 33/33/33

9 Broadcast writing nuances• Audio and video both need to tell the

whole story.• You don’t need to overwrite. • What you see is what I should say…

• If I see a hammer…somehow make mention of the hammer.

• Stress the establishing shot• Stress the final shot.