Page 156 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes Music has been called as the universal language. Different type of music appeals to different
emotions and is a powerful source of grabbing the listener's attention and generating feelings.
Jingles are a popular means of helping listeners to remember a slogan. There are no hard-and-
fast rules about the structure of a radio commercial. What is critically important is to grab the
attention of the listener within the first five seconds of the radio spot. It could be a statement, a
question, some benefit, a promise, sound effect, or music etc. that will stimulate the audience to
listen for more. Some selected techniques based on recommendations from Guidelines for
Radio Copywriting, (Reed Bunzel, National Association of Broadcasters, 1982) are mentioned
here:
Expand on the introduction and work it into part of the selling offer. A sound effect can be used
to attract attention and then inserted throughout the spot to maintain the interest in the product.

1. Describe the fundamental aspect of the product. Why is it better than some other similar
solutions?
2. Emphasize the benefits of owning the product. Rational and emotional benefits (do good,
feel good, or look good) such as economy, reliability, quality, appreciation, approval,
status, and achievement etc.

3. Explain the selling points that deliver the desired benefits and important extra benefits.
4. Communicate the enjoyment that comes from ownership.
5. Mention the disadvantages of not owning the product.
6. At the end of the spot, close it with product theme or punch line, and invite to act.

7. The close should be set up powerfully.
The basic ingredient in a radio commercial is the promise of an important and persuasive
benefit from the listener's point of view. After determining the key promise to be communicated,
the writer uses selected words and sounds to communicate the product message. Some ways to
put the punch in the copy are as follows:

1. Keep it simple and short (KISS): Build the commercial around one central idea. Too many
copy points can confuse the listener. Write for the ear and not for eyes. Use simple words
and short sentences. The copy needs to be conversational.
2. Maintain clarity: At the end of the commercial, the listener should understand the message
points. The message facts must communicate the big idea. Delete unnecessary words and
any side issues. The message should flow in logical sequence.
3. Create rapport: The tone of voice should be warm and personal as if talking to a friend, or
just one or two people. Frequently address the listeners as you. That is how they address
their friends.
4. Make it believable: Each product has its good points, but avoid making overstatements
and obvious exaggerations. Listeners are not fools. Tell the truth; be straightforward and
convey the impression of being a trusted friend.

5. Make it interesting: A boring commercial is the surest way to make listeners indifferent to
it. It is the manner of presentation that makes the products or services interesting or
fascinating. Reward the listeners with some useful information.
6. Create distinctiveness: Give the commercial a distinct character. The first few seconds are
critical in capturing or losing the listener's attention. While concluding the message,
repeat the product promise and register the brand name. Urge the listener to act now.

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