A presentation done after being coached by Mark Levy, USA

1. The POWER
of Advertising!
Mark Levy, VP / GSM, Radio Advertising Bureau
972 753 6756 / mlevy@rab.com

2. The Role of Creative
The key components of successful advertising
are proper execution and placement. These
elements are determined by variables such as
brand, target consumer, message, environment,
etc. There are suitable times to utilize all
commercial lengths, 15 seconds, 30 seconds,
and 60 seconds, just as there are appropriate
situations that call for comedy, music, sound
effects, or special voices. In fact, that is one of
the unique strengths of our media.

3. KEY
IMPLICATIONS

4. Key Implications
What it means for Advertisers
The Media Execution:
Not surprisingly, targeting is key and
consumers will notice (and reward)
advertisers who make the effort to
speak directly to them
Advertising should be reflective of its
surroundings

5. Key Implications
What it means for Advertisers
The Media Execution:
Go beyond mass age/sex
– Think format segmentation and
psychographics when planning
– Plan against station/format
“communities” or clusters
– Break down broad targets into lifestyle
and generational segments

6. Key Implications
What it means for Advertisers
The Creative Execution:
Advertising should speak to people
on a personal level
– Relevant copy and messaging
– Use multiple treatments when possible

7. Key Implications
What it means for Advertisers
The Creative Execution:
Go beyond “funny” and “functional”
– Provide an integration of function
(product) with emotional recognition
(consumer)
– Rational arguments are less important
than building an emotional envelope,
within which lies a brand differentiation
statement

8. The Emotional Power of

9. A Quick Question
Before We Begin…
Who is responsible
for creative?
Are!

10. The Four “A”s
of Good Copy
Attention

11. The Four “A”s
of Good Copy
Attention
Awareness

12. The Four “A”s
of Good Copy
Attention
Awareness
Attitude

13. The Four “A”s
of Good Copy
Attention
Awareness
Attitude
Action

14. Copywriting
Principles
Know the product
Know the target
Use theatre of the mind
Avoid clichés
Use real-life situations
Use emotion

15. Good Copy
Know the Product

16. Good Copy
Know your Target

17. Good Copy
Use Theatre of the Mind
Close your eyes
and listen…

18. Good Copy
Use Theatre of the Mind
Stan Freberg:
“Theatre of the Mind”

19. Theatre of the Mind
Use sound to trigger mental images
Workshop Think of an event or experience
when you were in high school
Think of common occurrences
Think of action words
Think of some of the smallest details
Prepare a few sentences that create a
mental image of the event or
experience

20. Avoiding Clichés
You’ve got to see it to believe it
But wait there’s more
It’s our biggest sale of the year
Drive a little, save a lot
Huge selection
Limited time only
Bring the whole family
8 locations to better serve you
For all your _________ needs
Working hard to serve you better
Workshop
Rewrite one cliché into a phrase
you’ve never heard before

21. Good Copy
Use Real-Life Situations
Doing taxes on April 15th
Locking your keys in the car
Spilling lunch on your clothes
Exaggeration

22. Good Copy
Use Emotion
Stephen King

23. CNA QuestionsAnd Answers
Anything you like to feature Maybe because of higher profit margin?
% Male / %Female
Who is your best prospect? Average Age
Average income
Typical profession
Typical level of education
Why do customers come to you?
What is your single greatest competitive advantage?
Do you have a positioning statement?
What do you feel if your unique selling position?
Low price
What is your primary business image? Large inventory
Service, etc.
What’s the biggest misconception people have about your business?

24. Getting Started
Create Lists
Occupations
Real-life situations
Various emotions

25. Make It Personal
One-to-one
Real-life
Situations
Language
Workshop
Use Your Lists To…

26. Getting Started
Randomly select
Two occupations
One Real-life situation
One emotion

27. Good Newspaper
Equals Good Radio?
Good Newspaper
DOES NOT Equal Good Radio

28. Make It Personal
One-to-one
Real-life
Situations
Language

29. Commercial Styles
Straightforward
Music
Slice of Life
Testimonial
Humor

30. Pop Quiz
The audience
cares about:
A. The Client
B. The Client’s situation
C. The Radio station
D. What the Client can do for
the listener

31. Sell the Product’s Results
Sell the BENEFIT to the listener
Support the BENEFIT with a
feature
WII-FM
Get the listener to dream about
the results of having the client’s
product or service

32. Use Persuasive Words
Workshop Write a list of persuasive words
Here are the 17 most persuasive words
according to Yale University
You Money Easy
Discovery Advantage Now
Save Results Safety
Proven Positive Security
New Health Love
Guarantee Benefits

33. One Core Message
Determine with the client what the one
most important message is
Focus on one message
Hard as it may be, push aside the client’s
laundry list of messages

34. Avoid Unnecessary
Details
Phone numbers
Addresses
Websites

35. Clients On Air? You Bet!
Client voices own commercial
Record the client
Write a commercial with
professional talent wrapped
around the client

36. WHAT Should You Advertise?
Methodology
It's much more profitable to advertise items that you are
going to make money on rather than marking items down
and spending money to move them!"
Don't advertise items that give you a poor return on your
investment, unless you are purposely using it as a loss
leader. If so, be sure it has a broad enough appeal to
actually interest a significant amount of potential buyers.
Whatever you choose to advertise, concentrate your efforts.
More and more research has shown that radio advertising has
greater impact when concentrated. If your budget limits you to
36 commercials in a month, consider running them over 1 or 2
days instead of one or two weeks, making sure you A) give a
potential buyer a solid reason to respond and B) add a sense of

37. Summary
Methodology
#1: Truth is better than creativity.
#2: The headline is the ad for the ad. Attract the
listener’s attention or suffer the consequences. Be
sure your customers know you're talking to them.
You can dramatically increase your results by
creating better headlines for your commercials.
#3: Describe your merchandise in terms of benefits'
for the listener.
#4: Use simple, me‑ to‑ you language. Go easy on
superlatives. "The best deal ever" cannot happen
every week.
#5: Price your offer.

38. Summary
Methodology
#6: Make a specific offer to sell something.
#7: Ask for a specific action.
#8: Add urgency with time limits or quantity limits.
Get the listener to act NOW!
#9: Develop a theme or hook that gives customers a
reason to come in.
#10: Don't put filler lines in your commercial copy.
#11: Location, web address and phone number .

39. FOR YOUR TIME AND ATTENTION!!!