Create a radio ad
Act as an advertising agency and develop a 30 or 60 second radio ad. You are the creative team, the copywriter, and the producer!
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 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. Make sure ad timing aligns with the correct length
Also, include an explanation of your rationale in creating the ad. Use what you have learned to help explain your ad. Think target market, duration, placement, use of music, words, etc. Your rationale should be NO LESS than one (1) page, single spaced, 12-point font. This is mandatory
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. Choose from any of the listed
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 “Fentanyl” is rising. They are a non-profit organization and have a low budget. Make sure you have the correct information included for a non-profit organization.
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 9:00 a.m. to 4:00 p.m. Tuesday through Thursday
Full Answer Section
Music: Upbeat and energetic music will be used at the beginning of the ad to grab the listener's attention. The music will then fade slightly as the announcer voice-over (AVO) delivers the core message.
Words: The ad will use clear, concise language that resonates with the target audience. Jargon and technical terms will be avoided in favor of relatable language that emphasizes the seriousness of fentanyl use.
Call to Action: The ad will conclude with a clear call to action, encouraging listeners to visit the PDFA website or text a specific code for more information about the dangers of fentanyl.
Rationale for Script Elements:
- Upbeat Intro Music: The initial music grabs attention and creates a connection with the target audience who listen to pop music.
- Friend Scenario: The script uses a relatable scenario of two friends discussing a party. This scenario allows the listener to connect with the characters and the potential dangers they face.
- Fentanyl Mention: The ad clearly mentions fentanyl and emphasizes its deadliness. This direct approach avoids sugarcoating the issue and drives home the message.
- Non-Judgmental Tone: The overall tone of the ad is non-judgmental and empathetic. It focuses on providing information and resources rather than shaming or blaming potential users.
- PDFA Website/Text Option: Offering two options for accessing information (website and text code) increases the accessibility of resources for the target audience.
Script:
(Upbeat Pop Music - 5 seconds)
(AVO - Energetic, Friendly Tone): Hey there, hanging out with friends this weekend?
(Sound of Two People Talking - Laughter - 3 seconds)
(Friend 1 - Male Voice): Dude, there's gonna be a party at Mike's place.
(Friend 2 - Female Voice): Sounds fun, but is there gonna be any, you know... (lowers voice) stuff?
(Friend 1 - Male Voice): Maybe. I heard someone might bring some pills.
(AVO - Concerned Tone): Hold on. Pills can be dangerous, especially Fentanyl. It's a powerful synthetic opioid that can be deadly, even in small amounts.
(Sound of Dramatic Whoosh - 2 seconds)
(AVO - Calm, Informative Tone): Don't risk it. If you're considering using drugs, get the facts. Visit us at [PDFA Website URL] or text HELP to 55555 for more information.
(Music Fades Out - 3 seconds)
(End of Ad)
Conclusion:
This radio ad utilizes a targeted approach with relatable scenarios, clear information about fentanyl, and accessible resources to raise awareness about the dangers of drug use among teenagers and young adults.
Sample Answer
Client: Partnership for a Drug-Free America (PDFA)
Rationale
Target Market: This radio ad is designed to target teenagers and young adults between the ages of 12 and 28. This age group is particularly vulnerable to experimenting with drugs, and the ad aims to raise awareness about the dangers of fentanyl, a highly potent synthetic opioid.
Duration: This radio ad is 30 seconds long, a common length for radio commercials. It allows for a concise message while still capturing the listener's attention.
Placement: The ad is intended to run on pop-music stations. Pop music is a popular genre among the target demographic, and these stations offer a high chance of reaching the intended audience.