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ADPR3100 Kleppner Ch 20

ADPR3100 Kleppner Ch 20 - A DPR3100 K leppners Book Chapter...

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ADPR3100 Kleppner’s Book Chapter 20: Radio Commercial Nature of the Medium - Sales and impressions at savings in cost - Satellite and podcasting difficult to find audience - Radio= time to tell story o No place for mistakes o “Watch” radio: theater of the mind (War of the Worlds) Mental imagery o Low priority among creatives - 30 second tv spot = key to develop impact in ads - “print radio”: audio newspaper ad (familiar copy format) o Personal medium (entertain, then sell) Flexibility, Merketability, Promotionablility - 60 seconds to sell yourself (no other ad can interfere) - Has most captive audience (cars) - Many programming formats (highly selective medium) Creating the commercial - Objectives and strategy, target (demo and psycho), creative process - Writer: script, talent, produce - Sound effects: o Manual- produced live o Recorded- records, tapes, sound libraries o Electronic- produced electronically (studio equipment) Any sound created by using a device that generates an electrical impulse
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