Question

The Task: Your job is to act as an advertising agency and develop a 30 or 60-second radio ad. You are the creative team, the copywriter, and the producer! On page 358 of the book, you will find an example of what a script for a radio ad looks like. Follow that script for an outline, being sure to include the name of your client, agency, length of the commercial, etc. As far as sound effects go, assume you would have access to any you would need. For your information, SFX stands for sound effects; V/O for voice-over; and AVO for announcer voice-over. Include a script, written in good form, of the commercial.

Also, include an explanation of your rationale for creating the ad. Use the following ad review questions to get you started. Your rationale should be no less than one (1) page. This is mandatory and worth 5 points!

• Inform vs persuade vs to remind?
• Narrative vs autobiography vs drama?
• B2B vs B2C.
• Who is the ad aimed at?
• What do you think the objective of the ad is?
• Do you think it will be effective?
• Target market? Placement? Duration?
• Use of colors, music, pictures etc.

Remember, you are an agency trying to get hired, so "sell" your work and ideas!

The Client: You should choose one of the clients below to work for. The information contained about them is for some background. You may choose to utilize some, all, or none of the information for your commercial. You make all of the decisions, but remember, you’re commercial must pass your clients approval and the only way it will is if they believe it will satisfy their objectives.

Client #1 – Partnership for a Drug-Free America -- This organization is looking for an anti-drug commercial to run on pop-music stations. They are targeting the ages from 12 to 28. They are particularly concerned that the use of the drug “Ecstasy” is rising. They are a non-profit organization and have a low budget.

Client #2 – Anyone Ford -- This group is a long-time retailer of new and used Ford automobiles in the Wichita area. Their commercials in recent years have been “over-the-top” and tried to attract attention as well as lure people into their location, regardless of income level. They are open Monday through Saturday, from 8:00 a.m. to 10:00 p.m. and are located at 7700 E. Kellogg in Wichita.

Client #3 – Snooty Furniture, Inc. -- This company is new to the Wichita area. They specialize in very expensive, custom made furniture. They are located at 2450 N. Rock Rd in Wichita and cater to the highest income levels. They are open from 9:00 a.m. to 4:00 p.m. Tuesday through Thursday.

Client #4 – Butler Community College -They are looking to increase enrollment and increase the reputation of the school. More info can be found at www.butlercc.eduLinks to an external site.

Remember two important things: 1) your client and 2) your audience.

Answer 1

The chosen client is: Client #4 ->

Butler Community College

Item	Description
Gender	All
Demographic Target	High School Students
Voice Over	An actor student enrolled in the college
Direction (Vocal)	excitement, enthusiasm
Music	Soothing and upbeat
SFX	Trumpet Sounds
Time	30 sec

Script :

Is getting a college education a dream for you? Is it the tuition fees, not anymore. The Butler Community College got it covered for you, Get admitted to our college and we will ensure your future path is laid out for a college education. With our expertise programs and holistic teaching methodology we are the best in town. Yup, that's right, not only affordable, it's accessible to all! Call to secure your space in our program. Your dream just needs a phone call. The number is 666-666. Call now and get a free counseling session scheduled at our center.

1. Inform vs persuade vs to remind?

The advert is more of a persuasive one rather than being an informative one, it is persuading the audience to come and get to know more about the program thus allowing the interested individuals to call and schedule a counseling session with the college and leaving them with a bit of curiosity.

2. Narrative vs autobiography vs drama?

Since the voice over is done by someone who seems like a student of the college it is of narrative tone by the acting student.

3. B2B vs B2C.

This is a B2C as the college(business) is directly advertising to the interested students i.e customers

4. Who is the ad aimed at?

Mostly High school students and other interested individuals who are looking forward to getting a college education in the future and want to prepare for the same.

5. What do you think the objective of the ad is?

The objective is simple: To persuade the students to come forward and tinkling their dream to get a college education.

6. Do you think it will be effective?

It will leave individuals who are interested with a hint of curiosity and thus will drive more number of calls and free counseling sessions which will ultimately drive more conversions into college students

7. Target market? Placement? Duration?

Target Market ; High school students

Placement : Hip Music Channels

Duration : 30 seconds