Shared Flashcard Set


Strategic Writing 2
radio, law, client pitches, public relations, experiential marketing, digital, job hunt, Art & Copy
Undergraduate 4

Additional Journalism Flashcards




why radio is a good medium
(ch 9)
- radio is everywhere
- you can take a small budget and do big things with it
- radio is a visual medium, in which the audience members see whatever the writer makes them see
- radio is the "theater of the mind"
Guidelines for Writing Effective Radio Spots
(ch 9)
1. Write for the ear, not the eye.
- Some copy that works in print sounds dreadful when read aloud.
- As you write your commercial, think of the voice or voices that will work best for your message.
- End with something memorable to drive home your point.
2. Keep it simple.
- Radio is great for building brand awareness, but not great for a long list of benefits or making complex arguments.
- ex. Ikea
3. Grab the listener's attention in the first few seconds. Keep in mind that radio is often playing in the background as people are doing a myriad of things including homework, exercising, and driving.
- Try asking an intriguing question. Consider using an attention-grabbing sound effect that sets the stage. You may even consider whispering.
4. Use sound effects to paint scenery in your listeners' minds.
- Sounds effects (SFX) should further the message, not be the ends in themselves.
- ex. The Minnesota Zoo, cars, cheetah
- Don't use unexpected sounds just for the sake of doing something different.
- SFX must be relevant to your message and presented in a way that doesn't confuse your audience.
5. Identify your sound effects.
- If you don't, you may confuse listeners.
- ex. s-s-s-s-s-s
- Let the context of the spot remind listeners of what they're hearing or even have someone voice an explanation.
6. Avoid annoying sound effects.
- ex. a loud siren
- you want to keep the audience listening to you, not searching for another station.
7. Use music as a sound effect.
- be certain that the music you select adds to your message. never plug music in for its own sake.
- obtaining commercial rights to copyrighted music and music performances can be extremely costly, and such rights usually have to be renewed annually.
8. Consider using no sound effects.
- A distinctive voice, and a powerful message delivered straightforwardly, can be extremely powerful.
9. Describe the voice or voices that can best command the attention of your audience.
- helps in hiring right talent
- ex. gushy Southern Belle, thickheaded caveman
10. Tailor your commercial to time, place, and a specific audience.
- ex. breakfast ads at 8 a.m., car pool ads at/before rush hour
11. Repeat the name of your client.
- say client's name at least 3 times.
- capture the imagination of your audience
12. Avoid numbers.
- 1-800-HELP-NOW ok, but not 1-800-426-4596
- on the corner of Main and Green Streets ok, but not 17349 Main Street
- exception: ex. MADD PSA
13. Be aware of time considerations.
- 2 words per second
- do it yourself and time it
14. Make your copy easy to read.
- spell phonetically
15. Present your commercial idea to the client on a CD or with real people if possible.
16. Love the medium.
- radio is a true text of a copywriter; it's your writing that will make or break a radio spot.
Approaches to Radio Commercials
(ch 9)
1. One Voice.
- make the voice interesting and relevant
2. Dialog.
- it's likely that the dialog you create for products like toilet paper or canned vegetables will sound stilted and phony.
- expert & naif
3. Multivoice.
4. Dramatization.
- uses structure of a play- beginning, conflict and resolution - to tell a story
5. Sound Device.
- shorter showers
6. Vignette.
- ex. Comedy Club : Number
7. Interviews.
-wo/man on street style
8. Jingles.
- oscar mayer
when and why advertisers and advertising agencies get into legal "hot water"
1. the message or the way in which the message was delivered violated a government law or regulation and resulted in a penalty or fine. 2. The advertisement or something used to create an advertisement violated an individual's rights in some way and prompted that person (or company) to pursue a lawsuit.
government regulations of advertising usually related to these 2 things
content of advertising messages or the way those messages are presented
some govt-related regulatory bodies
Natl Assoc. of Attorneys General
FTC & celebs
If celebrities endorse a product, the FTC req.'s that they actually use the product in such a way that allows them to reasonably endorse it.
copyrights and how they apply to copywriting/copy writers
Copyrights protect "original works of authorship," including literacy dramatic, musical, artistic, and certain other intellectual works. Authors of "original works" own the copyright beginning at the moment of authorship: they may keep the copyrights for themselves, they may sell or lease them to someone else for a short time or forever or they may give them away if they choose.
[they protect ads you create!]
trademark and service mark - how do they help consumers?
help consumers identify the source of goods and services and make judgments about the quality, service, etc. assoc'd with those products.
3 guidelines for showing a visible trademark in your ads
(ch 13)
1. Don't use the trademark in a deceptive way; don't apply a competitor's trademark to a fake product, don't alter the mark, and don't use the mark in a way that seems like an endorsement on your behalf (unless, of course, you get permission).
2. Don't use the mark in a disparaging way. While it's legitimate to compare your product to the competition, be sure you can substantiate any claims you make.
3. Consider creating a "dummy" product and trademark for use in your ads. ex. baptist health sizes end of ch. 8 - gastric bypass :/
measures different parties can take when it comes to libel and product disparagement (ch 13)
If you publish - in ads or otherwise - false information about someone that would defame them or harm their reputation you could be sued for libel.
Make sure information in your ads is correct and take steps to verify the source of your information.
libel and slander
(ch 13)
types of defamation.
libel - usually fixed in writing or recorded.
slander - oral and more fleeting.
trade libel
(ch 13)
akin to ordinary libel but involves statements that defame a particular product.
fairly rare.
Guidelines for making presentations
(ch 14)
- Capture the attention of your audience right away.
- Remember how it feels to be a listener.
- Rehearse out loud.
- Listen to your words and inflections.
- Stand tall.
- Make eye contact.
- Speak from your diaphragm.
- Use inflection for effect.
- Use appropriate facial expressions and gestures.
- Be prepared for questions.
- Check out the room before you speak.
pitching with pizzazz
(ch 14)
- consider the audience and the message
- ex. Heinz ketchup - turned office into diner, had hot dog stand - wanted campaign to take younger approach - target teens
- StrawberryFrog won Sam's Club account by sending employees to small businesses to get feel for main SC customers - understand brand more
- Why such elaborate lengths to win accounts? the average agency/client relationship is 2 years - new business is the lifeblood of the advertising agency
what should happens when the day of a presentation arrives
(ch 14)
1. Begin with a brief recap of the assignment.
2. Discuss your creative strategy thoroughly.
3. Make a big deal about the campaign's theme.
4. Show how the big idea is expressed.
5. Close with a summary statement and ask for the order.
6. Answer questions honestly.
perils & pitfalls of presenting
(ch 14)
- boring your audience.
- don't just give them words - visuals double recall of your message.
- 1st 90 seconds are most important - audience decides to tune in or check out
Ron Hoff's key strategies for effective presentations
(ch 14)
- Know the people in the opposition, and know your best supporter.
- Start with something you feel comfortable with.
- Appoint a DSW - director of "So what?"
--when rehearsing, this person represents the self-interest of the audience, when s/he asks "So what?" you know you're off-course
- Start your agency presentations about halfway through. (talk about client, not your business) Ask yourself, "How can we help these poor devils?"
using PowerPoint effectively
(ch 14)
- Remember you, not the screen, should be the focal point.
- Keep the bells and whistles to a minimum.
- Remember the basics of good design.
- Use the slides as an aid, not as a script.
- Create a look for your presentation.
- Use numbers, bullets and lists.
- Keep the visual on screen in sync with what you're saying.
- Remember, a slick PowerPoint presentation won't make up for a weak idea.
guidelines for radio
- Set up scene quickly.
- Grab attention quickly.
- Keep it simple.
- Learn how music can set tone.
- Use SFX wisely.
- Pause.
- Talent can make or break a spot.
- Straight-read.
how to pitch to a client
1. Be relaxed.
2. Know your audience.
3. Believe in your work.
4. Review brief.
5. Know your work.
6. Be selective about what you convey.
7. Not agency vs. client - you are on the same team.
8. Don't be presumptuous.
9. Stay focused and on-point.
10. Less is more.
Public relations - def'n
a field concerned with maintaining a positive public image for businesses, non-profit organizations or high-profile people such as celebrities and politicians.
How does PR generate publicity for your brand?
building rapport with customers, investors, voters, the media and the general public
tools pr uses to generate publicity
- media kits
- speaking opportunities
- crisis communications
- social media engagement
- press release
good pr
- encourages clients and brands to be authentic
- extends beyond a big launch
- proactive in generating positive stories and reactive in a negative crisis
- leverages relationships through trust and credibility
experiential marketing - what does it do?
forces you to "get muddy"
other terms for experiential marketing
engagement, event, guerilla, live, participation .... mktg
What is experiential marketing?
- relevant, memorable, sensory, interactive and emotional
- consumers are actively involved in the message itself. they're not passive.
- interacting with customers in meaningful ways in order to bring your brand to life
effective experiential marketing
- Connects experience to brand in relevant way.
- Gets customer to interact directly with product.
- Engage the senses.
- Appeals to customers rationally and emotionally.
digital approach: digital game-changers
internet, mobile, tablet
digital approach: trends
apps, commerce/wallet, web, ticketing, couponing, lbs (location-based services)
digital approach: mobile commerce
- 1 or 2-way communication
- ex. checking bank account information on phones
- 17% of adults use phones to buy products
- 6% use mobile coupons
- ex. tabbed out
digital approach: LBS
- FourSquare, Gowalla, Scavenger, Facebook places
- provide deals based on where you check in
digital approach: major characteristics of successful digital
- connectivity
- convenience
- localization
- reachability
- security
- personalization
digital approach: 5 Cs of Writing for digital
convenient, concise, conversation, consistency, creative
Morgan's new job
job hunt: creative side
1. Know thyself.
2. Polish your work.
3. Put it in a book.
4. Put portfolio online.
5. Create your own site.
6. Consider a staffing agency.
7. Job sites.
8. Network.
9. Work from your home, until you get an offer, then move.
10. OR Pick a (big) city, and then find a job.
11. Pound the pavement.
12. Get ready to interview.
Supporting users have an ad free experience!