S9-P1 – T5 Radio Advertising ABCD3103

S9-P1 – T5 Radio Advertising ABCD3103.

Topic 5 Radio Advertising.
LEARNING OUTCOMES      
By the end of this topic, you should be able to:      
1.    Describe radio as a medium of electronic media advertising;      
2.    Explain how to write radio copy and radio advertisement scripts;      
3.    Analyse main formats of radio advertisements; and      
4.     Examine the production process of radio advertisements.    ?

INTRODUCTION   Radio   is   probably   not   the   first   thing   that   comes   to   mind   when   advertisers   are  thinking   of   ways   to   advertise   their   business   and   products.   Especially   in   these  days of social media and Facebook fan pages, radio might seem less popular and  quite „old-school‰. But radio can be an important part of your media strategy.   The   fact   is, radio   advertising   continues   to  be one   of   the most   popular   forms   of  advertising   available.   Radio   is   capable  of   penetrating   areas   of   our   daily   lives  which   are   still   off-limits   to   other   media.  Consumers   can   listen   to   radio   in   their  vehicles,   waiting  rooms,   hair  salons and    a  number   of  retail  stores.  Radio  advertising targets that captive audience through a series of spots which promote  products or services in a memorable way. In many countries, radio advertising is  also one of the most effective with the vast majority of people tuning in to radio  each week.              

ACTIVITY 5.1           Radio Is Dead. Long Live Radio          Many advertisers think radio is yesterdayÊs medium. But judging by the          work   being   done   today,   the   opposite   is   true.   Radio   is   not   dead,   it   is          hotter than ever. What is going to happen to radio? I am always amused          by that question, because the subtext is that radio is in trouble. To that I          say    radio      is  the  ultimate   survivor.     It  was  the  first-ever    broadcast          medium, and it went on the air way back in the 1920s, both in Canada          and the US. Warren Harding was the first American president to speak          on   public   radio   in   1922,   and   Prime   Minister   Mackenzie   King   was   the          first Canadian leader to be broadcast in 1927.           Radio   seemed   like   a   miracle   because   it   was   the   first   time   an   entire          country   could   hear   a   live   sound   at  exactly   the   same   time.   Since   then,          radio has survived the competition of motion pictures, television, VCRs,          PVRs and now, the Internet. If I had to put my finger on why radio has          survived, I would have to say because it is such a "personal" medium.  Radio   is   a   voice   in   your   ear.   It   is   a   highly   personal   activity.   People rarely   listen   to   radio   in   groups,   the   way   an   entire   family   might   sit   in          front of the television, or go to a theatre to see a movie. Radio is local. It          broadcasts      news     and   programming        that   is  mostly    local   in  nature.          Through all the technological changes happening around radio, and in          radio  be it AM moving to FM moving to satellite radio and Internet          radio,    basic   terrestrial  radio   survives     into  another    day.   Also,   in  the          world   of   advertising   and   marketing,   radio   continues   to   be   incredibly  innovative.
Source: OÊReily (2013)           Question: According to the given text, radio seems like a miracle and it          has   survived   the   competition   of   many   other   forms   of   media.   Radio   is          not dead but continues to be incredibly innovative. Discuss.

5.1         RADIO BROADCASTING  
Broadcasting takes advantage of electronic technology which combines to create  a   method   of   transmitting   content   or   data.   They   may   include   television,   radio,  Internet   and   any   other   medium   that   requires   electricity   or   digital   encoding   of  information.       There    are   many     traditional    technologies      that   are   considered  broadcasting and a few newer ones which depend on old methodology.   The traditional radio broadcasting comprises the AM or Amplitude Modulation  and   the   FM   or   Frequency   Modulation.   As  ways   of   broadcasting   radio   signals,  both   the   AM   and   FM   transmit   the   information   in   the   form   of   electromagnetic  waves.      AM    works     by   modulating      the  amplitude       of  the   signal    or  carrier  transmitted according to the information being sent, while the frequency remains  constant.     This   differs  from    FM    technology     in  which     sound    (information)     is  encoded      by   varying    the   frequency     of the   wave     and   the   amplitude     is  kept  constant.   New      technology     broadcasting      comprises     the  HD     Radio,   Satellite   Radio    and  Internet     Radio.  The   HD      Radio   technology      transmits    digital   audio   and    data  alongside      existing    AM     and   FM     analogue     signals.   Satellite   Radio    delivers  programming   to   millions   of   listeners   who   are   willing   to   pay   for   special   radio  equipment along with monthly subscription fees. Programming for satellite radio  is beamed from earth to satellite,   and then sent back to earth. Special   antennas  receive the digital information either directly from the satellite or from repeater  stations.   Internet   Radio   which   is   also   referred   to   as   „streaming‰   provides   the  illusion   of   radio   by   separating   audio   into   small   packets   of   digital   information,  sending     it  to  a  computer     and   reassembling      the  packets    into  one   continuous  stream of audio.    Radio Broadcasting in Malaysia   Radio     Malaya     started   transmission      on   1st  April   1946   in  Singapore.     When   Malaya gained independence in August 1957, Radio Malaya was split into two   with the original studios in Singapore managed by a new station called Radio   Singapura   while   Radio   Malaya   moved  to   Kuala   Lumpur.   Now   called   Radio   Televisyen Malaysia (RTM), this broadcasting station maintains and controls 36   radio stations (six national, two international, 17 states, 11 district stations) and   two television channels (TV1 and TV2). All together there are 53 radio stations   in   Malaysia     (more    than   30   government-owned          and   more    than   15   private-    owned radio stations).

5.1.1         Radio as Advertising Media  
Ever since the advent of television in the 1940s, people have been forecasting the  death     of  radio    broadcasting.     However,      radio    continues    to   be   relevant    to  advertisers. Rather than decreasing, the number of radio formats is growing and  they have become more segmented. In fact, radio has been a significant media for  advertisers     for  a  long   time.   Some    researchers    have    demonstrated      that  radio  advertising has the highest impact in the short term of all forms of advertising.   In many countries in the world, radio remains a strong advertising medium with  continued      growth    in  advertising     revenue.    In  the  US,   The   Radio   Advertising  Bureau has a membership of more than 6,000 radio stations offering advertisers a  choice    of  local,  regional    and   national   coverage.     The   availability   of  radio   on  mobile devices such as smart phones with Internet connectivity gives advertisers  access to a new mobile audience, as well as the traditional audience at home, at  work or in cars.   In the UK, the 2013 reports by the UK Radio Advertising Bureau looked at the  mediumÊs        „true‰    return    on   investment.     The    report    is  titled   „Unlocking  AdvertisingÊs      Mission    Millions‰    and   found    that  brands    using   radio   get  their  money back nearly eight times over on average, and in many sectors, radio offers  the   best   return   on   investment   of   any   media.   It   was   also   found   that   the   brands  which have the highest radio return of investment use commercials which stand  out fit well with the brand and communicate information clearly.    5.1.2         Radio and the Media Mix   Radio   can   be   used   effectively   as   an   individual   marketing   channel,   as   well   as   a  supporting       media    as  a  part   of  integrated    media    solutions.    How    much     the  advertiser should invest in each media is dependent on the case in question, and  on   how   many   different   media   that   are   included.   Also,   the   role   of   each   media  should be considered.   As compared to print media, radio can make the printed words come more alive  and strengthen the impact of the message. The audio element makes the impact  stronger, and the message can be maintained for a longer time period. Using the  same   sound   or   music   as   in   television   it can   strengthen   the   overall   effect   of   the  campaign. With radio it is possible to continue the influence of the television spot  by,   for   example,   targeting   the   message   at   a   certain   time   of   the   day   (Mumman,  2013).              

Radio     can   also   efficiently    be  used    together    with    outdoor     and   out-of-home advertising.      Through      this  mix,    specific  audience      such    as  motorists     can   be
reached,   and   the   message   can   be   targeted   effectively.   The   division   of   work   is  clear when it comes to the Internet and radio. In this combination the radio raises  the interest of the target group, and gives directions to the advertiserÊs site.   Radio, combined with the Internet can be seen from two different perspectives;  how   radio   channels   can   be   heard   via  Internet,   and   how   these   two   media   work  together and support each other. Today, many if not most of the radio stations in  many      countries    including     Malaysia     can  be    heard    online.   This   enables    local  stations to be heard outside of the specific region or country. Internet is a natural  delivery      channel     for  the   radio,    as   the  radio    adapts     easily   into   different  technological   requirements.   Internet   and   radio   have   proven   to   be   a   media   mix  where   the   media   support   each   other   very   well.   Radio   awakes   the   target   group  interest, and the Web generates information and works as a distribution channel  (Mumman, 2013).    Radio Advertising in Malaysia   Radio is a popular advertising media in Malaysia together with television and   newspapers.   According          to   Advertising.my,   Malaysians   tune   in   to   the   radio   throughout        the  day    with   the   most    listeners   recorded     for   the   rush   hours   between 6.00am and 10.00am and 4.00pm to 8.00pm daily. This is when most   people   are   driving   to   and   from   their  work   place   while   there   are   many   other   times when Malaysians are listening to the radio as well, which determines the   target group for marketers.    In total, there are 53 radio stations in the country. In an average week, 90 per   cent   of   the   listeners   are   10   years   old   and   above   which   as   mentioned   most   of   them   are   listening   during   the   peak   hours   of      the   day.   The   total   number   of   listeners throughout the week is consistent throughout the country.    Radio Stations   There are, in general, two main types of radio stations such as those available in   a particular language and cuts across various genres and format radio stations.   Where       this  is  concerned,     the   former    are   commonly       offered    by   public    or   privately owned media owners while the latter are offered by the likes of AMP   Radio   Networks.   Privately   owned   radio   stations   total   at   21   stations   which   is   run   by   Media   Prima   who   owns   Fly   FM,   Hot   FM   and   One   FM   which   are   in   English, Bahasa Malaysia and Chinese languages respectively as well as Suara   Johor     and    Star  RFM     which     operates    four    stations   as  well    as  others    like   Bernama, BFM Media and Husa Network.      

On   the   other   hand,   AMP   Radio   Stations   operate   seven   format   radio   stations    which are Era FM and Sinar FM which are in Bahasa Malaysia, Hitz.FM, Mix    FM and Lite FM which are in English Language, My FM which is in Chinese    and THR which is in Tamil.     All   the   radio   stations   cater   to   a   specific   group   of   target   group   where   their    programmes         are   classified    under     the   likes   of   news     or    talks,   adult    contemporary,       country,     hot  adult    contemporary,       contemporary       hit  radio,    classic rock and golden oldies.     Radio Spots    Advertising spots on radio are bought based on on the programme. Where this    is concerned, buying spots on radio is purely based on time because they are at    a time when a specific target group are listening to the radio.     The   most   common   spots   that   advertisers   can   consider   when   advertising   on    radio are in the mornings where teenagers are tuning in before school starts as    well   as   in   the   afternoons   when   they   are   back   from   school.   For   the   working    adults,   the   rush   hours   are   most   common   as   that   is   when   they   are   in   the   car    travelling to and back from work.   Other known peak hours include the mid-    mornings and afternoons which garner the most female listeners who are most    commonly housewives.     Advertisers      would    then    have   to  identify    which    station   would     suit  their    products   best   and   which   time   slot   is  most   appropriate.   The   total   number   of    listeners in the past few years has been very consistent.               Source: („The forefront company in technology and advertising,‰ 2015)    

5.2         RADIO COMMERCIAL   Radio advertisements or radio commercials are based on the idea of creating an  audio-only   environment   consisting   of   sound,   speech,   sound   effects,   music   and  authentic   sounds   and   placing   the   listener  inside   of   it.   Even   though   the   radio  advertising   is   received   by   the  listener   only   through   one   sense  ? the   hearing  ?  people tend to perceive their surroundings using all their senses. Therefore, radio  advertising is considered as a perfect sensory experience for the audience.  

5.2.1          Advantages of Radio Advertising   The     benefits   of  using    radio    for  advertising     are   many,    ranging     from   its  effectiveness to its low cost. Here are some of the main benefits:   (a)    Close Contact         Radio is an intimate form of advertising. Many people listen alone, such as         when travelling in a train or driving. Listeners develop strong relationships         with their favourite stations, identifying with the music and bonding with         the radio personalities.   (b)    Targetable         The   diverse   spectrum   of   radio   programmes   allows   advertisers   to   target         their   message     to  specific   groups.    Radio    stations   know     its  audienceÊs         demographics,        whether      the   programme        is  a   childrenÊs     show,    an         entertainment       segment,    an   all-sport   or  a  classic   music    format.   Radio         advertising reaches the specific gender, age and economic status of listeners         as there is a clear target.   (c)    Cost-effective         Advertising      especially   on   local  radio broadcasts      is  not  very  expensive.         Radio advertising is more cost-effective than television commercials, print         advertising and direct mail.   (d)    Mobile         Radio   advertising   is   mobile   as   it  works   everywhere.   Consumers   do   not         have to be in front of their television or at their computer. They do not have         to buy or borrow a printed magazine or newspaper, or even know how to         read. However, in many countries majority of adults listen to radio in their         cars, or while at work.   (e)    Fast Production         Radio     advertisements      can  be   produced     very   quickly,   unlike    television         advertisements.   Also,   unlike   magazine  print   advertisements,   there   is   no         need to wait for the next issue to come out.   (f)    Varieties of Promotional Activities         Radio   stations   may   offer   a   variety   of  promotional   activities   that   support         advertising.     The   station  becomes     a  partner   allowing    companies     to  give         away promotional items with names and logos of the sponsors, be live on-         air and even hold broadcasts from the sponsorsÊ place of business.                              
(g)    Measurable Results         Radio advertising especially in direct response advertising has the ability to         track results quickly, and accurately. It tracks results down to the market,         station, and location, and the results are instant.  
5.2.2         Disadvantages of Radio Advertising  

Some of the disadvantages are as follows:  
(a)    Ephemeral         A radio advertisement is very immediate, ephemeral and has no durability,         playing over the air for a minute or less. Listeners hear them, and then the         messages are gone. If listeners missed a phone number or some other detail         mentioned during the advertisement, they will have to wait for it to come         on again.   (b)    Advertising Clutter         Many businesses want their advertisements to run during peak time when         people are listening but there are limited spots available. This can increase         the   cost   for   those   choice   time   slots.  This   also   causes   advertising   clutter,   a         situation   when   an   advertisement   is  surrounded   by   other   advertisements,         thereby forcing it to compete for the listenerÊs attention. Advertisements get         buried in the middle of an extended block of advertisements.   (c)    Background Noise         Radio   can   often   be   background   noise.   Advertisers   will   need   to   run   the         advertisements   more   than   a   few   times  in   order   for   it   to   make   an   impact         because the listeners may not be focusing on them.   (d)    Distraction         This is the opposite side of portability. People can listen to the radio while         they are on the road driving. However, they are not going to be able to act         right   away   on   the   advertising   messages   they   hear.   Those   who   listen   to         radio    while    they   work    may     be  so   focused    on   their   tasks   and   the         advertisements is not the priority.

(e)    No Visuals         Being human, we usually believe only what we see. The human mind can         remember what it sees better than what it can hear. Radio advertisements         have   no   visuals   and depend   only   on   sound   which   is   presented   in   quick         succession.     This   way,    it  is difficult for  the  listeners   to  register   the  ad.         Whatever little is registered; it cannot be recollected completely later. Then,         chances are that radio advertisements are not easily remembered.                SELF-CHECK 5.1          Radio      advertising     presents    the  following     advantages      in   summary.         Explain each point.            ? Targets customers efficiently.            ? Reaches customers at relevant times              and in relevant places.            ? Increases awareness of a product or              business.            ? Gets   the   advertisersÊ   message   closer              to the customer.            ? Brings     the   advertising   message    to              life.            ? Reaches      beyond    current   customers              to increase sales base.          The      following      phrases     summarise       the    disadvantages       of    radio         advertisements. Explain each point.            ? No durability            ? No visual            ? No focus            ? No priority  

5.3         RADIO COPYWRITING   A    successful    advertisement      motivates    and    ultimately    leads   the  audience     to  action.   This   is   the   most   important   objective   of   an   advertisement   and   to   write   a  radio   advertisement   that   achieves   this   objective,   a   copywriter   must   be   able   to  overcome       the  lack  of  visual   elements    and   be  able   to  capture   the  audienceÊs  attention with words and sound.    5.3.1         Radio Copywriter   A    radio   copywriter     writes   scripts   for  radio   commercials.      This   copywriting  specialty demands a deep understanding about how people listen and respond to  radio    programming.       It  also  requires   an   „ear‰   for  what   makes     an  attention-  grabbing radio advertisement.   As discussed earlier, radio advertising offers direct marketers a unique blend of  benefits.     Advertisers     can    sell  to   targeted,    highly     segmented      audiences.  Advertisements are relatively cheap and simple to produce and it can be fast to  get on the air. However, the power of radio advertisement is usually affected or  destroyed by bad writing. This is because radio advertisements rely more heavily  on the quality of copy.   Having   said   that,   good   writing   is   good   writing.   Whether   you   are   writing   for  radio,   print,   television   or   the   Internet   many   of   the   same   basics   apply.   Clarity,  good     organisation    of  your   thoughts    and   themes    and   a  vocabulary     that  your  viewers will understand are all important.  
 5.3.2         Writing for Radio  
Radio     is  unique   in  nature.   There   are a   few   things   which    are  specific  to  the  medium   of   radio   and   with   this   consideration,   here   are   some   of   the   important  guides (based on Pacifica radio).   (a)    Unlike print, radio listeners can not go back to the part they have missed. It        has to be clear the first time, because there is no second chance.      
(b)    Unlike television, there are no pictures to reinforce your words. That means         your   script   has   to   do   all   the   describing.   It   also   has   to   grab   the   listenerÊs         attention. You cannot get back into the main point  you have to get to it         quickly without a long preamble.   (c)    Unlike Internet, it is not available for weeks at a time. You have one, and         only one, opportunity to make an impact.   (d)    Radio   is   conversational.   Think   of   the  most   boring   lecture   you   have   ever         attended. For starters, the presenter probably read it. It probably sounded         like a term paper, full of jargon and long-winded sentences. Does anybody         really talk like that?   (e)    Radio   is   personal   you   are   talking   to   one   person   at   a   time.   That   is   why         your writing has to sound like it is „talked‰, not read. Lectures do not work         on radio. Your script can not be just „read‰. It has to be performed.          Radio writing has to be tight and clear, and above all, interesting. Radio has         been   called   the   theater   of   the   mind,  because   good   writers   can   conjure   up         images   for   listeners.   But   most   radio   news   is   heavily   formatted   into   tiny         story slots, so you need to be as clear, descriptive and direct.          (i)    You must be Descriptive                Obviously, the visuals   are not there, so you have to   add   words that                speak     of  sights,  sounds,     aromas    and   whatever      else  contributes     to                setting the scene. Ambient sound is often a big help to accomplishing                word pictures.          (ii)   You must Write Tightly                Scripts   are   short.   Commercial       radio   network   newscasts   are   brutal,                with   stories   ranging   from   10   to   30   seconds.   This   demands   that   you                winnow out the excess material and include only what is necessary to                tell the story. Noncommercial newscasts are longer, but are often also                formatted into tight patterns.          (iii)  You Can Write with More Style                Your vocal presentation must be gracious and authoritative, and your                personal warmth must come through in your reports.

5.4         RADIO FORMAT  
Radio advertisements vary in format but a typical radio advertisement features a  professional voice-over artist reading descriptive copy over certain background  music. Important information may be repeated several times over the course of  the advertisement such as contact phone numbers, addresses, website URLs, or a  geographical      reference.    As   one  spot   of  radio   advertising    ends,   another    spot  begins and the process continues until the programme resumes.   Another   most   common   radio   advertisement   is   a   dialogue   between   consumers  sharing   information   about   the   product   to   sell.   This   can   be   effective   because   it  creates     the  facade    of   word-of-mouth       advertising,     and    because    it  can   be  entertaining as well as informative.   Some radio advertising can be very elaborate, using several different voice actors  to perform a short comedy or customised music to punch up the most important  parts of the advertising copy. Other radio advertising, especially when produced  by a local radio station, is more straightforward, with a recognisable disk jockey  or   presenter    providing     the  voice-over.  These     radio   personalities    can  read   an  advertisement   aloud   during   a   live   broadcast   or   otherwise   endorse   a   particular  business.   Depending   on   the   radio   station  and   the   clientÊs   budget,   on-air   talent  may be used for the production of radio advertising or it may be farmed out to a  professional advertising agency to achieve the clientÊs vision.   Perhaps the most common form of radio advertising is the use of pre-recorded  commercials       that   are  played    over   the radio.    These    are  often   professionally  produced       and   recorded,    and    then   sent to   a   radio   station   for  inclusion    in  commercial breaks. Such advertisements are easy to create and record, but may  offer less flexibility for some markets and can become repetitive for listeners.   Live events can also be used as forms of radio advertising, in which a personality  from   a   radio   station   makes   an   appearance   at   an   event,   promoting   that   event  during a broadcast and drawing customers.   There is a broad range of choices for type and length of radio commercials. With  changes   in   the   radio   industry   and   better   production   technologies,   the   mode   of  commercial presentation has changed, and commercial advertisements can take  on a wide range of forms.                                 Some      people    have    categorised     radio   commercials       into  two    basic   types    as  explained next:   (a)    Live Read         Live   read   or   the   straightforward   announcement   is   presented   as   a   single         voice   reading   of   30   or   60   seconds   of   clear,   concise,   fact-filled   copy   that         motivates and sells listeners. This format does not use frills and jokes. Also         there is no unrealistic dialogue. The content just focuses on the offer which         is the selling proposition. This is read by a good, strong voice. There may be         some background music or even some sound effects in live read. A   radio         announcer reads an advertiserÊs spot on the air, delivered from a fact sheet         or    from    personal     knowledge,      or  when      the   announcer      endorses     the         advertiserÊs goods or services.   (b)    Produced Spot         In contrast to live read, a produced spot is created either by a radio station         or an advertising agency. Radio advertising spots are normally purchased         with numerous air times. Advertisers can select how many times they want         their   spots   to   be   heard   through   the   course   of   a   day   as   well   as   on   which         shows.   Some   programmes   can   charge   more   for   an   ad   spot,   depending   on         their listenership as well as the time of day the show airs. Prime drive time         hours   between   5pm   and   8pm   are   the   most   expensive,   while   late-night   ad         spots are generally cheapest.   5.4.1          Types of Radio Commercials   Radio commercials can be categorised into the following groups (Warner, 2009):   (a)    Jingles         This   is   a   commercial   consisting   of   music.   It   can   often   make   an   enduring         impression and a good feeling about the product.   (b)    Testimonials         This   is   a   commercial   which   makes   use   of   a   spokesperson   who   informs         about the product. This can be extremely powerful, capturing the essence of         word-of-mouth         but  there   needs    to  be  a  strong   correlation    between     the         spokesperson and the product to make it credible.  
(c)    Drama (Including Storytelling)         This    is  a  commercial    which    consists  of   little   more  than  a  conversation.         Commercials which require acting or real people need to be well-written to         become   realistic   but   if   this   is   accomplished,   the   commercial   can   be   very         informative, intriguing and effective.   (d)    Humour         This is a commercial which make use of humour or funny elements. Using         humour can create great results and most people enjoy laughing. However,         often that detracts from the actual product so it has to be done carefully.   (e)    Straight Information         This   is   a   commercial   which   lists   up   facts.   This   commercial   is   rarely   used         alone    but   it  can  sometimes     occur   after  a  commercial      to  mention    legal         aspects, in other words, the fine print used at the bottom in, for instance, a         magazine or television advertisement.    5.4.2         Radio Advertising Process   Good radio campaigns are a product of excellent strategy, skilful media buying,  and   insightful   radio   commercial   development.   The   creative   team   manages   the  entire   production   process,   including   all  writing,   iterations   of   copy,   voice   over  talent selection and production.   Here are some of the steps followed when creating a radio commercial. Refer to  Strategic Media, Inc.   (a)    Brainstorming         Develop imaginative concepts around your radio advertising, considering         both   the   company   and   the   consumers.  The   creative   process   starts   with   a         brainstorming   of   possible   alternatives,   and   then   is   narrowed   down   into   a         short list of approaches that you think will produce the best results based         on some rationale.   (b)    Brief Preparation         A brief is composed which includes all necessary information on the client;         who we are talking to, what we arere trying to convey in their spot, what         station(s) we are running on and if there are any mandatories. Pretty much,         it is the road map for the creative team to follow. Write, re-write and edit a         copy brief which will be sure to engage your target market.  

(c)    Script Approval         Approve the scripts to be broadcast on the radio.   (d)    Voiceover Preparation         Locate, identify and hire voice over artists.   (e)    Recording         Visit digital recording studio to bring the radio advert copy to life. Work to         do include recording, mixing, editing and mastering.   (f)    Audio Duplication         Undertake audio duplication to print and distribute your radio commercial         to relevant stations.             ACTIVITY 5.2          Read   the   following   text   and   discuss   the   process   of  producing   a   radio         advertisement based on the story of a personal experience in the text.          We begin with a brief. Since you have already worked with our media         team to plan and buy radio airtime we have this, but if not, that is the         first job. From there we will develop radio creative concepts to present         back to you before we go anywhere near the radio recording studio. We         will    also  make    sure   the  scripts  are   approved     for  broadcast    by   the         authority.   Once   the   radio   scripts   have  been   signed   off   we   go   into   our         radio recording studios to produce the radio commercials. It is here we         can   use   sound   effects,   music   and   voice   overs   to   utilise   the   power   of         sound     and   bring   your    script  to  life.  Our  team   are  experts   in  radio         commercial production and will direct the voice over and mix the radio         commercial to make sure your audio sounds fantastic.  

Radio Advertising Script                                      Sample Template      KEY      SFX  sound effects      MVO  male voice over    Product: National Maritime Museum and Royal Observatory   Date:   Title: KidsÊ memories 3   Length: 30 seconds     (The   kids  are  talking   excitedly,  recounting   their  experiences    to  friends  or   relatives)    Sister: At the National Maritime Museum I steered a Viking ship.    Brother: And we saw NelsonÊs uniform with the bullet hole in it.    Sister: We stood in East and West at the same time.    Brother: And thereÊs a giant telescope that sees double stars.    Sister: TheyÊve got Captain ScottÊs chocolate  itÊs a hundred years old.    Brother: And I sank a warship with cannon.    MVO: Explore oceans, time and space. All in one day. At the National Maritime   Museum and the Royal Observatory Greenwich. Just 20 minutes from central   London. And free for kids and seniors.    Sister: And you should see what sailors used to eat and drink.  

Brother: Uuurgghh!                                                    („National Maritime Museum‰, 2015)                 Radio Advertisement                                       Sample Script   Product: Public Service Advertisement  Date:  Title: Know Your Tap Water  Length: 30 seconds                                        

SCRIPT 1   SFX: Drip, Drip, Drip   ANNCR: You drink it.   SFX: Boiling water or steaming tea kettle   ANNCR: Cook with it.   SFX: Faucet on full, dishes clinking   ANNCR: It is there every time you turn on the faucet.   MUSIC: Up and under   ANNCR: But what do you really know about your tap water? Do you know  where it comes from? Or whatÊs in it?   You should. And now you can. Your water supplier will soon be sending you a  short, news report about your water. Look for it in the mail. And when it  comes, read it.   Do not let this chance to learn about your drinking water go down the drain.   MUSIC: Out   SFX: Drain noise   ANNCR: Learn more by calling your water supplier or ABC Safe Drinking  Water Hotline (800-426-4791).                                        

SCRIPT 2   ANNCR: We talk about water all the time. We say our mouths water, and we  do not want to get into hot water and blood is thicker than water, and you  cannot mix oil and water.   It is not all talk ? we are even made of water.
Up and under    ANNCR: But what do you really know about your tap water? Do you know   where it comes from? Or what is in it?     Chances are, you do not. But now you can. Your water supplier will soon be    sending you a short, news report about your drinking water. Look for it. And   when you get it, read it. Because this report really holds water.  
MUSIC: Out    ANNCR: Learn more by calling your water supplier or ABC Safe Drinking   Water Hotline (800-426-4791).                               ("United States Environmental Protection Agency", 2015)            

ACTIVITY 5.3          
1.    Write a simple radio advertisement script using a specific format                shown     in  this  topic   or  any   other  format    you   think  suitable.                Imagine that the creative brief of this script says that the objective                of   the   campaign   is   to   promote  Malaysia   as   an   amazing   tourism                destination    for  holiday,   business,   educations,   jobs  and   medical                treatment. The audience for this campaign is foreigners living in                any one of the Southeast Asian countries.          2.     Tune   in   and   listen   to   radio   advertisements.   Observe   the   content                and analyse to what extent the copywriter has managed to present                the advertising goal in a simple, straightforward and measurable                way. Answer the following questions based on the advertisement                that you have chosen to analyse:                 How does the advertisement:                
(a)    Talk about benefits?                
(b)    Keep the message simple, not trying to be complicated, cute or tricky?                
(c)    Show Undeniable Value?          

(d)    Ask the listeners to take a specific action? What action?                                          
Radio   continues   to   be   relevant   to   advertisers.   Rather   than   decreasing,   the      number of radio formats is growing and they have become more segmented.       In   fact,   radio   has   been   a   significant  media   for   advertisers   for   a   long   time.       Some   researchers   have   demonstrated  that   radio   advertising   has   the   highest       impact in the short term of all forms of advertising.   ? Radio advertisement or radio commercial is based on the idea of creating an       audio-only   environment   consisting   of  sound,   speech,   sound   effects,   music       and authentic sounds and placing the listener inside of it.   ? The       benefits   of  using    radio   for  advertising     are   many,    ranging     from   its       effectiveness to its low cost. Main advantages of radio advertisements include       close    contact,     targetable,    cost-effective,     mobile,     fast   production      and      measurable.   ? The disadvantages of radio commercials are that there are no visual elements       and radio is often used as background noise. Also, listeners may not always      pay attention to the advertisements. They may also change the station when       advertisements   appear.   A   listener   is   usually   unable   to   go   back   to   a   radio       advertisement and listen to it at his leisure. Certain time slots are also more       effective when using radio advertising.   ? A   successful   advertisement   motivates   and   ultimately   leads   the   audience   to       action. This is the most important objective of an advertisement and to write       a radio advertisement that achieves this objective, a copywriter must be able       to overcome the lack of visual elements and be able to capture the audienceÊs       attention with words and sound.   ? Radio writing has to be tight and clear, and above all, interesting. Radio has      been   called   the   theater   of   the   mind   and   radio   writers   need   to   conjure   up       images for listeners.   ? Radio   advertisements   vary  in   format.   There   is   a   broad   range   of   choices   for       type and length of radio commercials. With changes in the radio industry and      better    production     technologies,     the   mode    of  commercial      presentation     has       changed, and commercial advertisements can take on a wide range of forms.                                      



Live read                                          
Radio copywriting    
Produces spot                                      
Radio format    
Radio advertising                                
Radio spots    
Radio commercial                                  
Radio stations   

S9.P1 T4 ADVERTISEMENTS FOR PRINT MEDIA

S9.P1 T4 ADVERTISEMENTS FOR PRINT MEDIA.

LEARNING OUTCOMES
By the end of this topic, you should be able to:      
1.     Analyse   the   types   of   print   media   advertising   and   their   strengths             and limitations;      
2.     Identify the components of print advertisement;      
3.     Explain the elements of copywriting; and      
4.     Discuss  some  of  the  main  strategies  to  write  effective  print             advertisements.    ?

INTRODUCTION     „I   have   learned   that   you   canÊt   have   good   advertising   without   a   good   client    and that you canÊt keep a good client without good advertising‰.                                                                    (Burnett, 1961)   Today, print advertising is considered to be a less effective marketing tool than  before   due  to  the  easier  accessibility of  the  Internet.  Many  companies  and  businesses   are   now   migrating   to   the   Web   in   their   marketing   communication  efforts.   However,   print   advertising   can  still   be   an   effective   marketing   material  when a proper strategy is planned and developed.
This topic focuses on understanding the print media and the creative strategy of  print   advertising.   Special   attention   is   given   to   the   advertisementÊs   copy,   layout  and other design considerations. When done correctly, print advertising can be  effective in a way that it will be able to achieve the following objectives; grab a  readerÊs    attention,    appeal   to   their needs,    communicate       companyÊs      unique  advantage and motivate readers to take action. The concern is for the advertising  strategy    to   properly    fomulated     and   implemented      and    the  objective   to   be  achieved.            

ACTIVITY 4.1          A Pan-European survey of 700 consumers in 13 countries conducted in         2014   about   their   media   usage   and   their   attitude   towards   advertising         showed      that  consumers     trust  advertising    in  print  media    more   than          other media. When asked:           1.     How much trust they attach to advertising in the various media,                consumers gave magazines and newspapers a score of 63 per cent,                television 41 per cent and Internet 25 per cent.          2.      About the role of advertising in purchase decision making, almost                7 out of 10 said advertising in magazines and newspapers is most                important to support purchase decisions.          Although      advertisers    are  shifting budgets     towards    digital   channels,         why do you think consumers continue to have the highest trust in print          and continue to refer to advertisements in magazines and newspapers          as a great source of information to support their purchase decisions?  

4.1         THE PRINT MEDIA   The    world    is  moving    into  digital  media   so   it  is  very  likely  that  marketing  communication, in terms of advertising, will mostly be executed online. Is print  then    becoming     irrelevant?   Is  print  dying?    This  is  a  question   that  has   been  buzzing   around   the   marketing   world   since   the   rapid   surge   of   the   Internet   and  social media. Many companies and businesses have completely migrated to the  Web     in   their  advertising   efforts    because    of  several   reasons    such   as   cost  effectiveness, exposure potential and convenience.    
Due to this trend, print advertising today is considered to be a less attractive and  less   effective   marketing     tool  than   before   compared      to  other   media.   This   is  because consumers get information from so many forms of media. However, this  is certainly not true. Print still maintains its position as a powerful and important  component   of   a   marketing   communication   campaign.   Print   advertising   can   be  effective    if  the  message    reaches   its target   audience.    Companies      who    clearly  understand their target market and how to reach them continue to include print  advertising as part of an overall marketing strategy. People still have an amount  of trust in the print media advertising. Among the reasons are as follows:   (a)    Credibility          Print media is considered to be more credible due to its sense of legitimacy.         While the presence of Internet advertising such as banner ads and pop-ups         can be overwhelming, there is a great fear of spam and viruses which could         strike the virtual world. In print media, such danger is nonexistent.   (b)    Commitment          Print media especially newspapers and magazines is still measured to be a         more   genuine   source      for  any   kind   of   information.   The  print   media   are         particularly committed to small and big businesses to place their classified         advertisements.   (c)    Tangibility          Hardcopy and printed documents such as newspapers and magazines are         tangible and proven to be available for a long time. This is in contrast with         the    Internet    where     information,     documents      and    messages      such   as         advertisements can disappear into cyber space instantaneously.   (d)    Branding          Print   advertising   is   an   excellent   tool   in   strengthening   brand   identity.   In         terms   of   typography,   graphics,   colours   and   other   design   elements,   print         advertising is consistent aesthetically in establishing brand recognition.   (e)    Niche Audience          Another reason is that print media such as magazines can effectively reach         niche audiences that may be more difficult to target on the Internet. Also,         consumers are more engaged when reading printed document, in contrast         with    websites,   where    reading    is  often  done   by  skimming.     A   study   has         indicated that we read texts on a digital screen at a much slower pace than         on printed paper.    

ACTIVITY 4.2           Many companies and businesses have completely migrated to the Web          in   their   marketing     efforts   because    of   the  following     factors:   cost          effectiveness, exposure potential and convenience.           1.     Explain each factor mentioned earlier and how the migration has                affected print media.           2.     Identify    other    reasons    of   factors   contributing      towards     the                migration.   4.1.1         Types of Print Advertisements   Print   media   is   one   of   the   oldest   forms  of   advertising.   It   is   a   medium   through  which     printed    matter   is  disseminated     to  the   audience.    Print   media    can  be  classified    into  various    types   including     newspapers,      magazines,     newsletters,  leaflets, directories, brochures and posters.   (a)    Newspapers          There   are   four   basic   criteria  to consider     when     deciding    upon    which         newspaper to advertise in:          (i)   Distribution;          (ii)  Frequency;          (iii) Size; and          (iv)  Audience.           In terms of distribution, newspapers can be categorised into local, regional         or national titles and in frequency they are published either daily, weekly         or in Sunday editions. The size of a newspaper is measured through their         circulation    and   readership     while   the  content   of  a  typical   newspaper     is         divided     into  various    segments     containing    current   events,   sports,   food,         entertainment,       fashion,   finances,    politics,   advertisements,      informative         articles and so on. Advertisers can buy different sizes of advertising space,         from     small     classified    advertisements       with    text   only,    to   display         advertisements   featuring   text,   photographs,   illustrations   and   graphics   in         sizes up to a full page or even a double-page spread.                                      

Table 4.1 explains the strength and limitation of newspapers.                        
Table 4.1: Strength and Limitation of Newspapers Strength Limitation ? Can   reach   more   people   at   a   lower  ? Cluttered         environment         when              cost.                                       advertisements          compete         for           ? Consumers can spend as much time                 attraction       with     many       other                                                              advertisements.              with an advertisement as they like.           ? Newspapers         come    out   daily   or   ? Poor      reproduction     quality   which              weekly   so   advertising   message   can       limits   ability  to  run   high   quality              be changed frequently.                          images and messages.            ? The size, shape and placement of ad           ? Not     everyone    who   gets  the  paper                                                              sees advertisements.              can    be  controlled   to  ensure  better              results.                                     ? Short shelf-life.            ? Newspaper production departments              ? Wasted circulation when advertisers              are   available   to  help   in  order   to     are    paying    to  send   messages     to              produce       advertisements       at   no      people   who   will   probably   never   be              charge.                                         in the market to buy from them.   (b)    Magazines          Magazines are a periodical publication containing articles and illustrations,         often   on   a   particular   subject   aimed   at   a   particular   readership.   Magazines         are    generally    categorised    into   consumer     or   trade.  Consumer       magazines         cover   a   wide   range   of   interests   including   sports,   hobbies,   fashion,   health,         current affairs and local topics.           Many      business     and    trade    magazines       provide     coverage      of   specific         industries, such as finance or electronics. Others cover cross-industry topics         such   as   communications   or   human   resources,   while   others   still   focus   on         job-specific      areas    such     as    publications      for   executives,      marketing         professionals or engineers.           Popular magazines can be good sources for articles on recent events while         others    offer   more    in-depth    articles on    a  wider   range    of  subjects.   These         articles    are   geared     towards     readers   who,      although     not   experts,    are         knowledgeable about the issues presented.           A   more   comprehensive   categorisation   of   magazines   covers   the   folowing         industry sectors:        
(i)    Consumer magazines (general and specialist).        
(ii)   Trade, business and B2B magazines.
(iii)  Customer publishing, contract publishing and custom publishing.        
(iv)   Newspaper supplements.          

A magazine normally offers advertisers extensive choices of readership and         frequency. Publishing frequency is typically weekly, monthly or quarterly.         As with newspapers, advertisers can take advertising spaces from classified         advertisements to full page advertisements in black and white or colour.           Table 4.2 explains the strength and limitation for magazines.                             Table 4.2: Strength and Limitation of Magazines                            Strength                                      Limitation           ? High      reader   involvement     More      ? Long      lead  times   (30  to  60  days):              attention      will    be     paid     to      Takes   a  long  time   to  publish  and              advertisement     which    means    high       needs long planning time.              reader involvement.           ? Niche      audiences    Able     to  target              lifestyle as well as demographics.           ? More         targeted     circulation                   Advertisers            can         place              advertisements     in  magazines    read              primarily   by  buyers   of  product   or              service.           ? Higher       reproduction      quality   ?              Permits    better  photo   reproduction              and full colour ads.   (c)    Newsletters          Similar   to   magazines,     newsletters     are   serials   or  periodicals     that  are         published      on   a  regular   schedule     for  an   indefinite   period    of  time.   A         newsletter     contains    news    of  interest  chiefly   to  a  special   group    mostly         covering   one   main   topic.   While   most   newsletters   are   circulated   for   free,         some have to be subscribed to.        

 The general purposes of newsletter publications are for the following:        
 (i)    Information sources;        
(ii)   Promotion and marketing activities;                                      
(iii)  Political campaigns; and          
(iv)   Social causes.   (d)    Leaflets          A   leaflet   is   a   printed   piece   of   paper   which   is   normally   distributed   as   a         promotional   material.   It   is   also   called  flier,   circular   or   handbill.   Normally         used by small organisations, a leaflet is printed inexpensively but it can be a         very   efficient   tool   for   publicity,   promotion   and   it   can   help   in   generating         businesses.           Depending on the kinds of audience, leaflets can be distributed anywhere         to   anyone   at   anytime.   You   can   normally   see   them   pasted   on   the   wall,   in         exhibition and trade fairs or at points of purchase. They are also distributed         in   the   neighbourhood,   at   local   events,   parties   and   gatherings.   To   attract         peopleÊs attention, leaflets should be designed attractively.   (e)    Directories          A    directory    is   a  print   publication     or    website     listing   individuals     or         organisations   alphabetically         or   thematically    with    details   such   as  names,         addresses       and     telephone      numbers.     Directory       advertising      gives    the         consumer information needed to make a purchase. A major consideration         with     a  directory     advertisement       is  where    to  place    it,  which    primarily         depends   on   the   directory   (or   category)   under   which   businesses   choose   to         locate    their   advertisements.       Central    to  this  choice    are   the  products     or         services     that   the  company       wishes    to  emphasise.      The    advertising     copy         should      complement        the   directory,    indicating     the   main     products     and         services   for   sale,   so   that   the   advertisements   will   emerge   from   the   similar         looking advertisements that surround it.   (f)    Brochures          A brochure, also known as a pamphlet, is a kind of booklet that contains the         details of the company or organisation. It generally consists of two or three         folds of glossy and colourful sheets with attractive presentations. Generally,         brochures       are  for  takeaways      and   they   are   distributed     in  exhibitions    or         shops   in   which   particulars   of   the   product   or   service   of   the   company   are         provided along with communication details.           It is necessary that brochure contains all the required details of the product         or    service   with   terms    and   conditions    along     with   the  charges.    They    are         mostly distributed by hand, sent by mail or you may find them at brochure         racks as well.                                              
(g)    Posters          According   to   the   American   Society   of   Archivists   (Pearce-Moses,   2015),   a         poster     is  a  printed    illustration,   usually     containing     textual   or   graphic         elements on a large sheet, designed to be affixed to a wall or other vertical         surfaces. Generally presenting messages, slogans or logos, posters are often         mass-produced and publicly displayed. It is used for advertising brands in         exhibitions,   giving   out  the   names   of   products   or   services   that   are   being         provided. It is also to advertise or promote something, to attract attention to         events,   activities,   causes,   goods,   or   services,   to   convey   information   or   to         communicate a message.           Posters   are   mostly   displayed   at   a   height   and   are   made   attractive   so   as   to         catch   the   attention   of   the   passersby  and   make   an   immediate   impression         from   a   distance.   The   text   as   well   as   graphics   is   in   a   large   size   so   that   the         message is seen from far. Communication details are an important part of         posters.   While   posters   may   also      be  purely   decorative,   they   serve     many         purposes,      including    political,   educational,     commercial,      propaganda      and         artistic as well as advertising purposes.   4.1.2          Components of Print Advertisement   A    print   advertisement      consists    of  several   components       including     a  headline,  copy     slogan   and    signature.   Additional   elements       commonly       found    in  a  print  advertisement       are   subheadings,      disclosures    and    illustrations.   Let  us   examine  each component (Ladd, n.d).   (a)    Headline          A   headline    is  a  phrase   that   aims   to attract   and    capture    attention.   It  is         normally placed at the top of a text or copy so that it can be read first. In a         print advertisement, a headline is considered the most important element.         If a headline fails to attract the readerÊs attention, the entire advertisement         will go unnoticed.           A good headline needs to do the following:          (i)    Grab readersÊ attention;          (ii)   Communicate a message; and          (iii)  Persuade readers to read more into the copy. A good headline also promises a benefit to the audience. It is a quick way to         learn    about    the  offerings    and   benefits   of  a  company      or  product.    Some         guidelines suggest that a headline should contain 5 to 15 words, presented         as a statement, question, news alert or warning.   (b)    Subhead          A subhead is an additional phrase  that comes immediately after the main         headline. It provides a good frame for the context and it draws the reader         further     into   the  advertisement.       Subheads      can   be  slightly    longer   than         headings because they expand on the heading. A subhead can also act as a         break   between   the   headline   and   the   body   copy   to   make   it   easier   for   the         reader to skim the advertisement for pertinent information.   (c)    Body Copy          The   message     of  a  body    copy    should    do   the  following    for   the  readers:         interest, explain, enlighten and benefit. It must be able to persuade readers         to be interested in looking into the product. A body copy may also explain         the product features, key benefits and other supporting facts. A good body         copy   should   try   to   help   readers   remember   the   product's   name   and   why         they are interested in it. In many research studies, it was often found that         people   remember   an   advertisement,  but   are   unable   to   remember   which         product or brand of product it advertised. Therefore, a good copy should         create   a   memorable   image   of   the   product   in   the   minds   of   readers.   It   is         normally suggested that the body copy should be as short as possible using         no more than four to six lines of type.   (d)    Slogans          A   slogan   consists   of   catchy,   smart  phrases   and   expressions   or   series   of         words   to   help   consumers   remember   a  brand   or   a   product.   A   slogan   is   a         form     of  recognition     for  the  marketing      communication        image    and    it  is         created   to   be   used   in   the   marketing   efforts   in   the   hopes   that   readers   and         consumers will remember it. In some  advertisements, slogans are used as         headlines   and   as   a   headline,   slogans  should   grab   attention,   establish   the         theme   and   set   the   tone   of   what   follows.   Slogans   may   also   be   used   as   a         signoff where they strengthen and confirm what has gone before. In some         advertisements, the slogan may be the only content.
(e)   Signature         A  signature   is  usually  placed   near the   bottom   of  the  advertisement.    It        consists of one or more of the following: logo, name of advertiser, address,        phone number, website address, location in a map or driving address.   (f)   Visuals         Visuals play an important role in a display advertisement to draw readerÊs        attention. There are various types of visual elements used in advertisements        such as the following:         (i)    Photographs;         (ii)   Hand-drawn illustrations; and         (iii)  Graphic-designed imagery.          In many display advertisements, visual elements such as photographs and        illustrations   are  used   in  order  to  draw   attention  to  the  advertisement.        Research indicates that 70 per cent of readers only look at the visual in an        advertisement, whereas only 30 per cent will read the headline. Therefore,        incorporating     a  visual  into  advertisement    design   will  help   expose   the        advertisement to twice as many viewers.   (g)   Disclosures, Terms or Conditions         Disclosures and Terms or Conditions are often referred to as the fine print        located    at  the  bottom   of  an  advertisement.     Other   fine  print  includes        warranties, options, incentives, expiration   dates or financing terms.   When        advertisement includes special stipulations to the sale, all disclosures, terms        or conditions should be included in your advertisements.  

SELF-CHECK 4.1        
1.     Define the following print media:                
(a)   Brochure;                 (b)   Directory;                 (c)   Newsletter;                 (d)   Magazine;             (e)   Posters; and                 (f)   Leaflets.        

2.     What is the main strength and weakness of the following media as               far as advertising is concerned?                 (a)   Newspaper; and                 (b)   Magazine.          3.     Explain the following items in terms of newspaper advertising:                 (a)   Size;                 (b)   Frequency;                 (c)   Audience; and                 (d)   Distribution.     4.2        COPYWRITING   Copywriting is the process of writing advertising promotional materials with the  purpose of persuading the reader to perform an action such as to subscribe to a  certain   viewpoint,   to   change   ideas   about   something   or   to   buy   a   product.   The  purpose may also be to dissuade a reader from a particular belief or action.     This   text   in   the   advertisement   is   known   as   „copy‰.   Copywriting   may   include  body copy, headlines, slogans, jingle lyrics, television or radio commercial scripts  or other materials incorporated into the advertising media such as press releases,  mail-order catalogues, website content, brochure content and other promotional  texts.   Copywriting        should    not  be   confused     with   „copyright‰.     Copyright      means    an  individual or organisation has the exclusive legal right to reproduce, publish, sell  or    distribute    someoneÊs      creative    work    such    as   advertising     design,    books,  photography, music or artistic items. The purpose of a copyright is to protect that  material and prevent illegal use of it by unauthorised agents.   Today, copywriting is a more critical skill to master. Consumers are now better  educated and more sceptical. They have faster access to product facts and pricing  for comparative shopping. There are more products and brands to choose from  than     ever   before,   and    also   more    advertising     messages      competing      for   our  attention.   A copywriter is the person who creates the text for advertisements, promotional  brochures       and   other    public    relations    communications.        It  is  important      for  copywriters   to   be   skilled   with   language   and   very   familiar   with   the   industry   of  the   product   they  are   promoting.   Knowledge   of   existing   advertising   campaigns,  including      historic  campaigns      produced      by   an  employer      is  also  important     to  help   a   copywriter   set   a   new   tone   or   direction   while   avoiding   past   mistakes.  Copywriters       work    as   part  of  a  team   to   develop     promotional      materials.    The  copywriter also works closely with the client and other people to generate ideas.  A copywriter is often referred to as „a salesman in print‰. This is because the goal  of advertising is not to be liked, to entertain, or to win advertising awards. It is to  sell products.   4.2.1          Writing Headlines   Ogilvy     (2011),   author    of  Confessions      of  an   Advertising     Man,     says   that  the  headline     is  the  most    important     element   in   most    advertisements.      Advertising  experts     agree    that  an   attention-getting      headline    is  the   key   ingredient     in  a  successful     advertisement.      It  was   found    that   on  average,    five   times   as  many  people   read   the   headline   as   the   body   copy.   Table   4.3   explains   the   roles   of   a  headline.                              
Table 4.3: Roles of Headline              
Role                                             Description     Get attention            
 One    of  the  headlineÊs   best   tools  for  getting  attention   is  to                                appeal to the readerÊs self-interest or to give news.     Select the audience         The    headline    needs   to  be  specific   enough    to  screen   your                                viewers.   It   needs   to   tell   the   reader   if   the   advertisement   is   for                                them.     Deliver a complete          Many more people will read your headlines than will read the    message                     complete article; the headline can be used to deliver a complete                                message.     Draw the reader into        As    the  most    important    element    in  advertisement,     and   as    the body copy               getting    attention    is  the   key   ingredient     in  a   successful                                advertisement, headlines must be able to draw the reader into                                the   body   text.  The  ways    to  draw   someone     a  story  usually                                involve    humour,     intrigue   or  the  desire   to  find  out   more:                                curiosity. This can be done by asking a question or by making a                                promise of useful information.   4.2.2          Types of Headlines   The words of the headline are the most critical words of any advertising content.  It can be said that a good advertisement depends on a good headline.   Based on research, it was found that on average eight of ten people will read a  headline, while only 20 per cent will go on to read the rest of the copy while on  the Web, we have three to eight seconds to capture the reader's attention before  they decide to continue reading or move on.   Regardless which style, type or formula you use, the key is to write a headline  that   appeals   to   peopleÊs   self-interest   or   that   gives   news.   An advertising   expert  once sumarised: "Every headline has one job. It must stop your prospects with a  believable promise".      
According to Bly (2005), the main types of headlines are as follows:   (a)    Direct Headlines          Direct   headlines   state   the   selling   proposition   directly,   with   no   wordplay,         hidden meanings or puns. They do not try to be clever. They simply state a         benefit.   (b)    Indirect Headlines          These   types   of   headlines   are   used   to   raise   the   audience's   curiosity.   They         pull the audience in, and the body copy fills in the rest of the information.         Indirect   headlines   use   puns,   double-meanings,   plays   on   words,   figures   of         speech, metaphors and symbolism.  

(c)    News Headlines          If   you   have   news   about   your   product,   announce   it   in   the   headline.   This         news   can   be   the   introduction   of   a  new   product,   an   improvement   of   an         existing   product   ("new,   improved   formula")   or   a   new   application   for   an         old product.  

(d)    How-to Headlines          Many advertising writers claim if you begin with how-to, you cannot write         a   bad   headline.   How-to   headlines   offer   the   promise   of   solid   information,         sound advice and solutions to problems. The words "how-to" are common         in advertising headlines, magazine articles and book titles.  

(e)    Question Headlines          The question headline asks a question that the reader can empathise with or         would   like   to   see   answered.   It   is   something   the   audience   actually   wants         answered. The body copy must not only answer just enough to satisfy the         audience, but also keep them interested enough to follow through such as         to call the phone number, visit the website or buy the product.  
(f)    Command Headlines          This   headline   tells   readers   what   to   do.   It   encourages   action   by   offering         readers a benefit which will help them. The command headlines normally         start   out   with   action   verbs.   Command  headlines   generate   sales   by   telling         the prospects what to do.

(g)    Reason-why Headlines          These headlines highlight the product or services benefits immediately. The         copy   will   usually   have   a   list   of   the  features   and   benefits.   One   easy   and         effective   way   of   writing   body   copy   is  actually   to   list   the   sales   features   of         product in simple 1-2-3 or in bullet fashion.   (h)    Testimonial Headlines          Testimonials      offer   proof    that   a  product     satisfies   its  customers.     Good         testimonial copy uses the customerÊs own words as much as possible and it         does     not   necessary    to   polish   his  or  her   statements     because     a  natural,         conversational   tone   adds   believability  to   the   testimonial.   In   a   testimonial         advertisement, the customers do the selling for the advertiser.   4.2.3          Writing Body Copy   Body copy is the main text part of an advertisement or any printed matter. It is  distinct from the logo, headline, subheadings, pictures and graphics that provide  the    content    of  the  communication.        Body   copy     is  the  wording     or   text  of  an  advertisement,   excluding   the   logo,   subscript   material,   headline   or   image.   Body  copy typically contains most of the sales message. If these are poorly presented,  the success of the entire promotion is at risk.   Body   copy   is   what   really   sells   a   product.   It   contains   the   details   that   direct   the  audience      to  act,  provides    product     details   and   stresses   how    the   product    will  benefit   the   customer.   This   text   uses   emotional   and   rational   appeal   to   create   a  desire for the product. Sometimes, body copy purposefully uses unique linguistic  forms     to   attract   attention    and    to  be  memorable        but   easily   understood.      It  commonly imitates spoken words, so that the wording has a more intimate feel  for the reader. Many body copy sentences usually contain the word „you‰, use  an active voice, exciting verbs in imperative form and colloquial vocabulary. This  style   of   writing   imitates   personal   communication   between   a   company   and   its  customer.   Good   body   copy   texts   use   clear   writing  that   is   appropriately   directed   to   the  intended audience. They eliminate distracting errors and confusing words. They  also    present    linguistic   professionalism      with    the   use   of  appropriate     spelling,  grammar and punctuation while avoiding obscure words, complicated sentences,  redundancies         and    overwriting.       Following      these    conventions       may     seem  elementary,   but   will   make   writing   clearer  and   easier   to   understand.   Successful  writers   use   plain   language,  a   style   of   writing   that   ensures   clear   and   accurate  communication.    

 By using plain language such as plain English or plain Malay, does that mean the  copy should not be creatively written? No. On the contrary, the words should be  interesting,    even   entertaining,   to  read. However,       the  primary    objective   is  to  communicate the sales messages in a way that is understandable and meaningful  to   the  target   audience.    The   need   to  be   creative   should   not   override    clear  communication.              

SELF-CHECK 4.2          Read the headline samples given and identify which type it belongs to:                      Headline Sample                             Headline Type           Now You Can Fly For Free           Get Up to 20 per cent Off           Stop Your Cough in 30 minutes           Are    you  tired  of  the  same  family          vacation?           New   Diet   Burns   Off   More   Fat   Than          If You Ran 98 Miles a Week           Fun   and   Easy   Way   to   Earn   RM500          Per Week From Home           Book the Lowest Fares Now           Fly Now With the WorldÊs Best           Too Hard To Switch Banks?    4.3         WRITING EFFECTIVE PRINT               ADVERTISEMENT   The techniques used in different advertising situations are important. They may  be   different   due   to   the   different   situations.   For   example   different   advertising  objectives may need different ways of expression as far as the copy is concerned.  However, the basics of good print advertising are quite the same no matter what  medium you are writing for. Advertising is communication intended to inform, educate, persuade and remind  individuals of a product or business. For a copy to convince the consumer to buy  the product, it must do three things according to Bly (2005) as follows:   (a)    Get attention;   (b)    Communicate; and   (c)    Persuade.   Effective   advertising    reaches  potential  customers     and   informs   them   of  your  products     or   services.  Ideally,  advertising    should    capture   the   prospective  customersÊ attention and entice them to use your product.            

ACTIVITY 4.3          1.      Give examples of the following ways of getting attention:                               Strategy                             Example                  Call-to-action                  Speaking to your audience                  Stirring up some emotion.                  Offer something of value                  Use of testimonial                  Use of reason-why copy          2.      Consider    the   following    ways   to   attract   attention   in  your                advertisement.                 Explain each strategy.                                 Strategy                            Explanation                  Making advertisements relatable                  Making advertisements pleasurable                  Making advertisements surprising                                 Advertising is a way of marketing and promoting a product, service in order to  increase sales or make the customers aware of the products or services. Until a  customer   deals   with   the   advertiser   directly   and   actually   buys   the   products   or  services,   advertising   may   help   to   form  their   first   impressions   of   the   product.  Knowing how to successfully increase sales through advertising depends on two  factors, namely the message and the medium. A good message passed through a  bad medium does nothing for you, since your target market will not receive the  message. Selecting appropriate media but passing bad messages is not any better  because, even though the target audience might see the message, they will not be  interested (Bly, 2005).   A good message therefore, should be:   (a)    Clear and not misleading;   (b)    Easily understood by the target audience;   (c)    Specific   to   the   product   or   service   to   show   how   it   is   different   from   the         competition; and   (d)    Attractive so that it can respond to customer motivation.   Here is one common guideline to increase sales through print advertisement for  you    to  observe    and   ponder.     Another    common       guideline    is  on  how    to  write  effective headlines.                           Increase Sales through Print Advertisement   Print   advertising   continues   to   be   part  of   the   marketing   mix,   but   how   do   you   ensure     your    advertisements      are  being  read    when     they   are  competing      with   hundreds   of   others   plus   the   publicationÊs   editorial   copy?   No   matter   how   technical   your   product   or   service,   you   can   attract   readers,   get   your   message    across   and   increase   sales   by   keeping   in   mind   the   following   four   rules   when creating print ads:    

(a)   Use Simple Layouts: The most effective ads tend to be relatively simple.          Headlines must be short, powerful and to the point where the image must          tell the story quickly.

(b)    Keep Body Copy Legible: When designing your ads, steer away from the           following common errors:          
(i)    Using large blocks of intimidating print.            (ii)   Placing copy over a „busy‰ image.            (iii)  Using a sans serif versus serif font. Some experts say that more than                  five times as many readers are likely to show better comprehension                  when a serif font is used versus a sans serif font.     (c)    Design Ads with Optimal „Flow‰: We read from top to bottom and left to           right.   It   has   been   researched   that   the   eyes   fall   naturally   to   the   top   left           corner   of   a   page   and   then   move   across   and   down.   Ads   that   make   the           reader fight this natural tendency lowers comprehension  by almost 50           per cent.     (d)    Answer   the   Question:   „WhatÊs   In   It   For   Me?‰:   According   to   a   study   by           Starch    in  2002,   many     advertisements   simply       do   not   answer    the   basic           question,   „What   is   in   it   for   me?‰ When   writing   advertisement   copy,   be           specific.   Explain   how   your   product   or   service   will   benefit   your   reader.           Eliminate technical jargon  even if you think your reader understands it            and   downplay   hype   such   as   „industry   leader‰,   „leading   edge,‰   „the           best‰,   etc.   Proper   design   elements    that   aid   reader   comprehension   and           benefit-driven copy will help you get your message across clearly  and           increase sales in the process.                                                               Source: Adapted from Huff (n.d.)                                          Writing Effective Headlines                                The "4 U's" copywriting formula  

(a)    Urgent: Urgency gives the reader a reason to act now instead of later. For         instance,   „Make   $100,000   working   from   home   this   year‰   has   a   greater         sense of urgency than „Make $100,000 working from home.‰ A sense of         urgency   can   also   be   created   with   a   time-limited   special   offer,   such   as   a         discount or premium if you order by a certain date.   (b)    Unique:   The   powerful   headline   either   says   something   new,   or   if   it   says         something   the   reader   has   heard   before,   says   it   in   a   new   and   fresh   way.         For    example,      „Why     Japanese     women      have    beautiful     skin‰   was    the         headline in an e-mail promoting a Japanese bath kit. This is different than         the typical „Save 10 per cent on Japanese Bath Kits.‰   (c)    Ultra-specific: Boardroom, a newsletter publisher, is the absolute master         of   ultra-specific   bullets,   known   as   „fascinations,‰   that   tease   the   reader         into reading further and ordering the product. Examples: „What never to         eat on an airplane,‰ „Bills ? it is okay to pay late,‰ and „Best time to file         for a tax refund.‰   (d)    Useful:   The   strong   subject   line   appeals   to   the   readerÊs   self-interest   by         offering   a   benefit.   In   the   headline,   „An   Invitation   to   Ski   &   Save,‰   the benefit is saving money. Source: Bly (2005)

ACTIVITY 4.4          
According   to   Bly   (2005),   "The   goal   of   advertising   is   not   to   be   liked,   to          entertain,     or  to  win   advertising     awards;    it  is  to  sell  products".   The          advertiser,     if  he   is  smart,    does   not   care   whether      people    like  his          commercials   or   are   entertained   or   amused   by   them.   If   they   are,   fine.          But, commercials are a means to an end, and the end is increased sales           and profits  for the advertiser. This is a simple and obvious thing, but          the    majority    of   copywriters     and    advertising     professionals     seem    to          ignore it. They produce artful ads, stunningly beautiful catalogues and          commercials   whose   artistic   quality   rivals   the   finest   feature   films.   But          they sometimes lose sight of their goals  more sales  and the fact that          they    are   „salespeople      behind    typewriters‰,     and    not   literary   artists,          entertainers, or filmmakers. Being artistic in nature, advertising writers          naturally     like  ads   that   are  aesthetically     pleasing,    as  do   advertising          artists.   But   just   because   an   ad   is pretty   and   pleasant   to   read   does   not          necessarily mean it will persuade people to buy the product. Sometimes          cheaply produced ads, written simply and directly without a lot of fluff,          do the best job of selling.           Based on the statement earlier:           (a)    What do you understand by artful advertisements?           (b)    Advertisements are artistic in nature. Can artistic advertisements                 be persuasive at the same time?           (c)    How can a cheap, unartistic advertisement sell a product?

Print media is one of the oldest forms of advertising. It is a medium through      which   printed   matter   is   disseminated   to   the   audience.   Print   media   can   be      classified   into   various   types:   newspapers,   magazines,   newsletters,   leaflets,      directories, brochures and posters.    Print continues to be an ideal advertising medium. Each type of print media      has     their    own      unique     quality     and     role    in   their    readersÊ     lives.      For newspapers, they become part of their readersÊ day as they  educate and      inform      with   credibility    and    trust, while     magazines       create   engagement      through   entertaining   content.   Direct  mail   uses   its   ability   to   gain   access   to      peopleÊs      homes     and    lives   to  deliver    a  targeted     sales   message,     while      catalogues   provide   inspiration   for   customers   before   leading   them   online   to      make the purchase.    A   print   advertisement   consists   of   several   components   including   a   headline,      copy slogan and signature. Additional elements commonly found in a print      advertisement are subheadings, disclosures and illustrations.    Copywriting is the process of writing advertising promotional materials with      the    purpose     of  persuading      the  reader   to   perform     an   action   such    as  to      subscribe to a certain viewpoint, to change ideas about something or to buy a      product. The text in the advertisement is known as „copy‰. Copywriting may      include     body     copy,   headlines,     slogans,   jingle   lyrics,  television    or   radio      commercial        scripts   or  other   materials    incorporated       into  the   advertising      media.    The   techniques   used   in   different   advertising   situations   are   important   to   be      sure. Advertising experts agree that an attention-getting headline is the key      ingredient in a successful advertisement. It was found that on average, five      times as many people read the headline as the body copy.  

    In   order   to   increase   sales   through   advertising,   the   message   must   be   well       thought     out  because    it  conveys   what   the   product    is  about   to  all  of  the       customers. A good message should be clear and not misleading. It has to be       easily understood by the target audience.     Advertising   is   communication   intended  to   inform,   educate,   persuade   and       remind   individuals   of   a   product   or   business.   For   a   copy   to   convince   the       consumer      to  buy    the  product,    it  must    achieve   its  objective   in  getting       attention, communicating and persuading.    


Body copy                                      
Direct headlines    
Command headlines                              
Slogan    
Copywriting