Unit 44: Advertising for Radio

Task 1:
Advert 1
The pitch of the guys voice was very low with a gravely texture. This made you take him seriously and listen to what he’s saying. His tone of voice was very formal and he came across as rather informative.

Whilst the advert came across as rather serious, the dialogue and narrative of the advert was humorous. This gave the ad a nice balance between seriousness and humour.

This advert wasn’t based on any facts and told and was competently non-fiction. Due to the music in the background the advert did come across as a very fairytale like.

The narrative was very simple and told a simple story about people’s love or hate of marmite. This allows it to appeal to a large target audience by making it simple yet funny. Marmite is promoted as a food that you love or hate. The narrative played homage to that, further creating a brand awareness.

Advert 2.

The pitch of the women’s tone of voice was very formal and spoke in Standard English. This signified that she was upper class. She appeared to have a smooth tone of voice with softness to it. It did however, become fairly high pitched once her speech had sped up dramatically causing her to sound like a robot. The advert presented itself with a fairly straight forward narrative, in which a woman shot her husband over a pint of Guinness.

Task 2:
Advert 1.

Advert 2.

Task 2 cont.....




Due to the narrative of this advert, i have discriminated agaisnt race and insinuated that only a certain colour of people can drink a certain drink. To futher break the rules i stereotyped afro carrabeans by insinuating they all had a carrabean accent.

Task 3:
The Galaxy sales team works by having three bases. One set up in London; One in Manchester and finally one locally.
It’s the London base that represents Galaxy to all the large international/global brands. The London base is also the largest base due to this, and through this base that they get large advertisers. Due to the being based in London, it’s easy for that base to talk to the major companies.
Another large base is Manchester. They are a regional base that again deals with large global companies. They also deal with advertisers in Manchester.
Finally there is a local sales team who talk to potential advertisers in the Yorkshire area. These advertisers can be anybody ranging from a car dealership or a nightclub. They also do a lot of public service messages. These range from crime stoppers, change for life, sexual health etc… These are mainly targeted at people ranging from there early to late 20s. This is due to that age range being there Primary target audience.
If coca-cola wished to advertise with Galaxy then they would talk to there London offices. This being for two reasons. The first; the London base is the largest therefore it’s easier for them to represent the whole of galaxy and the second being Coca-Cola are also from London, making it easier for both the offices to communicate.
Galaxy pulls in just short of a million listeners a week who tune in for about 8 hours a week. When the plan a show, the price they sell to all advertisers is the same with there currency being sold at CPT (Cost Per Thousand) witch is then plotted against the audience figures to find out how many people it reaches and how often it reaches them. The cost is created on “thousand Impacts”. One person represents a “thousand”
In terms of advertising, Galaxy airs large commercial averts through the day during different shows. This allows people from different demographics to hear the advert. A general rule of thumb is that adverts should be online for about three months. This makes sure the advert is played and heard enough times for the audience to create a personal identity with the advert, creating brand awareness. In terms of the cost of the adverts, it would cost around £4000. This includes the large amount of radio play it will receive and the length it will be on the radio station for.
Other ways a client could advertise with galaxy could be through sponsoring. Various companies could sponsor a specific show that ties in with there product, or is appropriate for there demographic.


Task 4:

I instantly decided that a wanted a guy who had a very husky, mature sounding voice who was able to have a every man aporach, allowing him to appeal to the target audience and create a personal identity with them. I wanted to find a voice that could talk to its listeners in a cheecky, comedic type of way. Whilst i didn't want him to have an accent (Allowing the ad to appeal to people across england) i knew he coudn't sound sophisticated. Taking all this into consideration i entered these details on the webiste and eventually found james Smillie . I chose him because his voice fit the texture and pitch i had imaganed, and his showreel showed great diversity in the different characters he could potray. I felt that h would of been able to potray that cheecky, fun loving lad type of character the advert needed.

Task 4 cont.....

Voice overs are extremely important in radio advertising beacuse unlike TV advertising, voice is all the listeners have, therefore the character has and is only built up through the voice. Any voice actor in radio has to be able to changed thier evoice dramatically with the drop of a hat. As heard in the clip.

Task 6:

Radio advertising can have a positive effect on Light Bites, because it will bring Light bites more exposure to the local community. The radio ad for Light bites will bring in new customers as well as constantly reminding its current customers that it’s always there for them. By having an advert, Light bites can become more commercial and become a brand through the way they advertise. Through advertisement on the radio, Light Bites can reach more people and if advertised correctly and effectively leave a lasting impression. Through radio advertising they can reach a larger demographic, therefore pulling in their primary target audiences, School Children and adults along with their secondary target audiences; Elderly people.

With radio advertising, consumers will hear the advert more than once, Due to it being played many times throughout they day, therefore leaving the advertisement in their brain. Using radio instead of TV for advertising not only means it’s cheaper, but also quicker. Due to less equipment, people and props needed. It’s also less time consuming to produce a radio ad.

The radio advert will also reach out to more people, as the radio is easier to access and can be listened to almost anywhere.

Task 7: Client brief

PGS Marketing and communication.

Mount pleasant road,

Pudsey, Leeds, LS28 7ND

Client brief!!

Project:

Radio advertisement for Lite bites Café.

Tel: 0113 236 2111

68, Lowtown, Pudsey, West Yorkshire LS28 7AA

Prepared by Georgina isle 07961657440

And Kam Chohan 07975724386

Kamchohan@aol.com

Background/Overview

Aim the advert at new and current customers. Primary target audience for the advert will be school children and locals. We would have to make the advert appeal to a large range of people.

What is the purpose of this AD.

The aim of this advert is to raise awareness about light bites and attract customers to its establishment. We would also raise awareness about its delivery service. We would make the ad also appeal to any local businesses who wish to buy food during the day.

Target audience who are we talking to?

This advert will be aimed locally due to the fact it is a local establishment going on aire on a local station. The fact that the advert is on a school station also will help fit the purpose at the target audience of schoolchildren 11-18 will be listening. As the station will be Internet based people will be able to listen from work and may order from lite bites, as is our aim.

What’s the single most important thing to say?

Lite bites provide a variety of different quality foods, to suit all tastes at reasonable prices.

What are the supporting rational emotional reasons to buy?

Lite bites offers a reliable delivery service along with friendly personal and atmosphere that makes you’re experience a good one. The food on offer is of a high quality with a wide range of hot or cold to suit all tastes.

Details that will assist the creative team…

Consumer insights- Vox pops of consumers saying positive things about the shop.

“The prices are low and I can easily walk there at lunch to grab a bite to eat”

Description of brand personality-

Fresh bean to cup specialty coffee and school specials for just £1.

Creative thought starters-

Good quality food at affordable prices –free delivery to businesses and private homes on all orders over £5

Mandatory details:

Tel: 0113 236 2111

68, Lowtown, Pudsey, West Yorkshire LS28 7AA

Low prices good quality food, delivering to local places.

Budget:

1 play per day- £10. 3 per day- £20 5 plays per day- £30

Task 8:

Script 1.


Radio advertisement for lite bites script:

Both female and male voices used to make the ad gender aware

Woman calling for delivery

Phone dial and ring tones

Woman1 “hello could I have a food delivery please”

Man1 “Sorry we don’t deliver”

Phone hanging up

Woman 2: Want delivery, well Lite bites could be the place for you.

Woman2 “hungry? Well don’t worry. Lite bites offer a range of food to suit all tastes. Hot or cold!

And you can get free delivery to all local business’ or private houses if your order is over £5. “

VOX POPS

School children:

“I go to lite bites at lunch time and get the school deal where I can get a can of pop for 30p with any sandwich”

“ I go at brake time to get a snack, the food is delicious, and they prepare it fast”

Adults:

“Light bites has a warm atmosphere which makes me want to go again”

“When I don’t feel up to a trip to Pudsey I get a delivery from lite bites, the service is efficient and free with all orders over £5”

Lite Bites is great during my lunch break, when I’m stuck in the office during the lunch hour, I simply give Lite Bites a ring.

“Lite bites offers a wide variety of food from sandwiches, to jacket potatoes, to suit all you tastes. Breakfast sandwiches from just £1.50 available all day.

Male2: Competition
For a limited period of two weeks, Lite Bites is allowing you to create your dream sandwich. Simply take your design ideas down to lite Bites and at the end of the competition Lite Bites will pick out the two best designs. The two sandwiches will be on sale for two weeks, and the winners will get free sandwiches for that length of time.

Details:
Lite Bites
68 Lowtown
Pudsey
LS28 5TP

Telephone: 0113 2362111

Slogan: Light Bites, More than just a sandwich.

Script 2.

background noise (people talking)

Woman : i'm really hungry, but i don't have time to grab anything. i guess i will have to wait until i go home...

background noise stops and music bed starts to play.

Man: if you are struggling to get a snack, don't worry lite bites offers a range of delicious foods to suit you, with breakfast sandwiches from just 1. 50. There are many meal deals available such as .... and if your order is over 5 pounds delivery is free. so don't stress about food simply call lite bites on 0113 2362111 or visit the shop at 68 lowtown pudsey ls28 5TP. lite bites more than just a sandwich.

Woman: i'm so glad i rang lite bites i don't have to wait for food now.

Task 9:

We showed our client both scripts and they prefered the first one.
" we liked the first script as it contained more details about the food we serve and different services available. We the idea of getting different people to talk about why they like our food and come to lightbites. We feel this is a great way of telling our customers we care about them along with bringing in more customers for our business. It gives lightbites more of a comminity feel. We like the competition, we feel its a great way of comminicating with our customers and listening to there needs. Again this shows that we have an excelent relationship with our customers and do care about them. We generally felt the first script had more detail and it jsut felt more like us"

Task 10: Final script.

Radio advertisement for lite bites script:

[Woman calling for delivery]

[Phone dial and ring tones]

Woman1 “hello could I have a food delivery please”

Man1 “Sorry we don’t deliver”

[Phone hanging up]

Woman 2: Want delivery, well Lite bites could be the place for you.

Woman2 “hungry? Well don’t worry. Lite bites offer a range of food to suit all tastes. Hot or cold!

And you can get free delivery to all local business’ or private houses if your order is over £5. “

VOX POPS

School children:

“I go to lite bites at lunch time and get the school deal where I can get a can of pop for 30p with any sandwich”

“ I go at brake time to get a snack, the food is delicious, and they prepare it fast”

Adults:

“Light bites has a warm atmosphere which makes me want to go again”

“When I don’t feel up to a trip to Pudsey I get a delivery from lite bites, the service is efficient and free with all orders over £5”

Lite Bites is great during my lunch break, when I’m stuck in the office during the lunch hour, I simply give Lite Bites a ring.

Light Bites special offers include:

Donner meat with chips and a can of drink for £2.00

Sausage chips and beans with a can for £2.00

Light bites offers a wide variety of food from sandwiches, to jacket potatoes, to suit all you tastes. Breakfast sandwiches from just £1.50 available all day.

Male2: Competition
For a limited period of two weeks, Lite Bites is allowing you to create your dream sandwich. Simply take your design ideas down to lite Bites and at the end of the competition Lite Bites will pick out the two best designs. The two sandwiches will be on sale for two weeks, and the winners will get free sandwiches for that length of time.

Details:
Lite Bites
68 Lowtown
Pudsey
LS28 5TP

Telephone: 0113 2362111

Slogan: Light Bites, More than just a sandwich.

The script highlighted in blue has been added in, by the manager of Light Bites

Task 11: Product.

Task 12: Evaluation.

We wanted to create an advert that appealed to Light Bites primary target audience, as well as making the community more aware of the business. i personally feel we did a great job in doing that as we talked about Light Bites delivery service ( something people aren't really that aware about)

We played our advert to school students (The primary target audience) and the overall response was positive. Heather: "I like how you've got different school kids to talk about what they like about Light Bites, it makes us feel like Light Bites care about us. Its a nice feeling" Many people commented on the "cheery" music, and felt that it made the advert uplifting. Others commented on the narrative of the advert, and felt that it was clever how created a narrative that stressed the importance of the delivery service.

Our advert gave out many positive messages. All which where based on peoples real life opinions of the business. To make the advert gender aware, we included boys and girls. This prevented the advert from being unbiased to one particular gender, and made it appeal to both genders.

technically our advert did come across as a professional product. The voice levels and music levels were both in balance, and neither drowned each other out. This was something we always have to be conscience of when adding a music bed. We faded the voxpops in and out nicely.

You could say that our narrative had a disruption and resolution. The disruption being the

lack of food delivery, whilst the resolution is that light bites does do food delivery. For this reason you could also say that Props theory has also been used, with Light Bites coming across as a hero.

From this, i improved on my script writing skills, and social skills, as i had to go out, find business and convince them to let me create this advert for them. Then listen to there needs and meet them half way. i felt this made me a more patient person, and gave me the confidence to go out and do something like that again in the future.