You will create a 30 or 60 second radio spot for childcare & housekeeping, The r

Question

You will create a 30 or 60 second radio

spot for childcare & housekeeping, The radio spot....should have a strong opening, saying the name of the company several times

throughout the ad, including address, benefits and a memorable closing, which is called a

"call to action". You could have a narrator or dialogue between 2 people or more. You might

want to include music or SFX, (sound effects) I think it makes it more interesting. You

should type it in two columns. Write at the top

of the ad if it 30 or 60 seconds.

You should answer these and submit them with your project.

1. Who is your target market?   Target market is the people you want to buy your product. List their demographics: age, gender, occupation, income, marital status, etc. Also list their psychographics: personality of target market such as emulators, workaholics, partiers, etc.

2. What is your USP? The USP is Unique Selling Point. What makes your product/company unique from the competition?

3. What is your creative objective? Creative objective is what you want to achieve with the ad campaign, such as increased sales, target new group of people, help a bad company image, etc.

4. What claims are you using?

Unfinished claim: the ad claims that the product is "better" or have "more" of something, but does not finish the comparison. Maganvox gives you more.

Weasel word claim: Weasel words are qualifier that tend to neutralize or make meaningless the apparent claim of the ad. Words like "help", "virtually", "up to", etc. Leaves dishes virtually spotless. Make up to $10 per hour.

Better/Best claims. To legally claim that a product is best only requires that the product be equal to its competition. When a product is just like its competitors, it can claim to be the best. To legally claim that a product is better requires that it be in some way superior to its competition. Listerine is the best mouthwash you can buy. Tests confirm that Listerine is better at fighting bad breath.

Vague claim. The claim is not clear. Vague. The words are dramatic and colorful, but on close examination they are almost meaningless. Lips have never looked so luscious.

Flattery claim: the claim compliments or praises the purchaser. You're worth it.

Question claim: these claims phrased in the form of a question. Got milk?

5. What appeals are you using?

Humorous appeals. There has been an on-going controversy about the effectiveness of humorous advertising. Advocates claim that funny ads get the audience's attention and create positive associations with the product. Critics claim that such ads hamper comprehension and distract the audience's attention away from the product itself. We all have our favorite humorous ads, some of my very favorite funny ads are the Real Men of Genius, Bud Light radio spots.

Fear appeals, these are ads which use "scare tactics" to frighten the consumer into compliance. They have been used most notably by anti-smoking and anti-drug groups. As with humorous ads, there is some controversy about their effectiveness. There are many products sold using fear that you might not even think about such as weight loss products, anti wrinkle cream, ADT home security system, etc.

Sex appeals: I think we all know what this is.   So many things are sold using sex appeal including food, perfume, clothes, cars, etc.

Patriotic appeals: These are ads which link their products to God and Country, Made in the USA, etc.   The best one that comes to mind is the Budweiser commercial from the '02 Superbowl in which the Clydesdales bow at ground zero in reference to 911.

What radio station will you run your ad on? By the way, remember to say on your radio spot whether it is 30 seconds or 60 seconds. Why have you chosen that particular station, remember who your target market is and what station(s) would they listen to. If your product is targeted towards 35-50 year old women then maybe run on KEZK.   When will your radio spot run and why. Think of when your target market will be listening to the radio. If you are targeting college students maybe run a radio spot late on weeknights, 11pm-4am.

Your project should be a campaign meaning the print ad and radio spot should have a common theme (and should be for the same product). Check out your textbook for some more creativity ideas in addition to what I give you as lecture notes. Check under the lecture notes icon that I wrote for section two.

Explanation / Answer

The ad is about adevrtising childcare services of brand name "Like-Mom" to women who are professionals and college going single mothers.

First lets understand the content of the radio spot as narrated as follows :

<Smooth, playful Music starts and chuckles and laughter of a child and is mother is audible>

Mom: Look son, this is your mom in this photograph. She is holding the best artist trophy she won at high school. and behind is the painting for which she got trophy.

<Child chuckels>

Mom: What? you like mom's painting. <Child claps>

Mom: Oh honey i also loves that painting. I loved to draw them alot. I would like to continue my job as artist but you know you are most important to me than my profession. I cant leave you anywhere.

Mother's friend (coming behind the door) : Havent you heard about Like-Mom.

MOm: Whats that? any other nany ? no i dont beleive nannies, my child would be at risk in their hand.

friend: No its not like any other nanny. It provides best of childcare services which you may get customized as per your cinvenience and demand. They gives cctv footage of daily care of your child, make children play and learn, even the childcare is being scrutized daily by inspectors and the best thing is it has received multiple awards for securty and safety of childcare.

Mom: It sounds perfect. Can i have the number pls.

<Narator's voice: You want your child to be at best hand? Obviously yours is the best after that Like-Mom gives best of childcare services>

............................

1) target market: Professional womena nd college going single mother

2) USP: Security and safety of children and customized services like you can drop your children at centres and may hire nannies from childcare at your home.

3) Objective: target new market

4) Best claim

5) fear appeal.

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