Exercise

1
Exercise

• Choose one of the following products/services
• Select a VALS segment to target
• Apply the CDVP model
• Design an ad for radio or TV
• Starbucks Coffee
• Wal-Mart
• Apple PowerBook

2
Commercials with Dialogue
3
Dialogue

• Univoice
• Multivoice
• Dialogue
• 2 persons or more
• Both speak directly to audience
• In continuous conversation

4
Dialogue

• Hints
• Ask questions
• Raise doubts we believe others may have.
• Find a way to answer or respond to doubts.
• Dialogue should be
• Natural
• Contain distinctive characters
• Contain dramatic tension
• Eavesdrop Appeal

5

• Announcers
• God created announcers to say the poison stuff
• Keep dialogue brief
• Dont use long monologues
• Interrupt or overlap

6

• Characters
• Should be distinct
• Dont allow them to be interchangeable
• Dont let buyer and seller switch roles.
• Each line should advance selling.

7
Testimonials
Testimonials
8
Testimonials

• Can be effective
• Presents satisfied customer
• Can gather comments and script to allow
  professional sound
• Can take them live, on-the-spot for feel of
  spontaneity
• Radio station call in
• Radio station celebrity
• On-the-street
• On-location

9
Testimonials

• May be a celebrity
• Testimonial
• Endorsement
• Appeals?
• Usually emotional
• People Interest
• Esteem

10
Testimonial

• Match public image of the celebrity
• Content and style
• Setting
• Action
• Dialogue
• Audience must believe that the celebrity is
  sincere in endorsement

11
Testimonial

• Everyperson
• Identification is important
• Helps accept the existence of a common problem
• Physical
• Economic
• Work-related
• Convince audience to apply the same solution as
  in the spot

12
Spokesperson

• Often hard sell
• Write for the clients delivery
• Strive to make it sound natural, normal