Advertising is one of the most effective methods of finding new customers and the most important marketing ploy. A commercial on a radio or TV should attract the attention of potential customers, acquaint them with the product in a short time and stimulate them to buy.
Instructions
Step 1
Clearly formulate the terms of reference, transform vague wishes into a structured list of requirements for the video, which will be the result.
Step 2
Write down all the details about the company that owns the advertised product. List everything related to the company and the product: name, unique features, brands, coordinates, discounts, price levels, and so on. From this list of objects, select what is to be mentioned in any way in the video, that is, what needs to be drawn to the attention of the target audience. If there are too many of these objects, select one or two of the highest priority. Auditory perception is not as developed as visual perception. In addition, the video should not be overloaded with information due to time constraints.
Step 3
Determine what task you should complete by advertising the object selected in the first step. The task can be one of four. Positioning (make the object known, understandable, form the listener's assessment of the object, draw attention to it or make the client remember the object). Detachment from competitors (to switch the attention of customers from a competing object to yours or to distinguish it from the rest). Creation of an image (to confirm the existing image, improve it or give new positive associations to clients). Counter-advertising (to correct the negative opinion of customers about the object).
Step 4
State what radio listeners or viewers should do or think after they listen to or watch the video, and what they should tell their friends about the object. Choose the target audience, that is, determine which circles the listeners or viewers and their acquaintances should belong to.
Step 5
Think about what stereotype is associated with the action you are seeking from clients. For example, the sound of the surf would be appropriate if you want the client to relax. Play with this stereotype in the script.
Step 6
Pick up the tools for an audio clip or video: sounds, music, voices - and write a promotional text.
