Radio advertising presentation about Global Media and Entertainment.pptx
Research and case studies (finding 2 radio advert examples)
The 2 radio advert examples of my choice:
1. 'KFC: Man Meals' (2016)
2. 'Volkswagen: Think Small' (1959-1960)
Audience demographic (or target audience):
'KFC: Man Meals'
Usually, fast food restaurants are primarily targeted at people of all ages. However, the target audience for the 'Man Meals' KFC radio advert is aimed at specifically men/males (mostly young—middle-aged). The reason behind that is the simple message of telling a man that ''he is a man'' no matter his opinions or difficulties (e.g., saying that sports are gross).
'Volkswagen: Think Small'
As this advert was a campaign for customers who were trying to look for a car to drive in the future, the target audience for the classic 'Think Small' advert is aimed at young adults/teenagers or adults who don't have a car and are on the hunt for one.
The hook each of those radio adverts used:
HOOK DEFINITION:
A hook (as in the advertising term) is a short and simple phrase/statement/quote that attempts to attract a viewer's attention to the ad's message and influence them to take a targeted action (e.g., Nike's 'Just Do It' slogan).
'KFC: Man Meals'
The use of the phrase 'you're still a man' which tries to encourage the advert's viewers (specifically the men) about the difficulties, decisions, and obstacles of what being a man has to offer.
'Volkswagen: Think Small'
As mentioned in the title of the advert, the car brand's old slogan/tagline 'Think Small' was used as a simple 2-word term to refer to the company's popular family car 'Volkswagen Beetle' when launching their model into a successful selling process to the public back in the 60s-present day.
Are there any reasons why those 2 adverts might have presented something called the 'main pitch'?
MAIN PITCH DEFINITION:
The main pitch used in advertising is used as a term for a company to create either a core message of a product (like the brand's identity such as Tesco's or Adidas' origins) to the viewers or a key selling point of a product (like the brand's strong points such as Evian's French water Alps on its logo to show they produce water) to the advert's viewers.
'KFC: Man Meals'
'Volkswagen: Think Small'
Stating it at the start of the 30-second advert, (as of 1959-1960), Volkswagen uses the phrase 'this year, just about everyone's coming out with a brand new small car' as its main pitch idea to launch/release their most recent Beetle car model. Furthermore, the main reason Volkswagen decided to name their new car the Volkswagen Beetle is because of its distinctive shape design and the inspired nicknames in different countries such as 'Coccinelle' in France and 'Pulguita' in Mexico.
Definition of 'the call to action' in radio advertising:
CALL TO ACTION DEFINITION:
Call of action (or known by its short abbreviation CTA) is a marketing term that refers to an advertisement's short and simple phrase/saying at the end of a video like 'Buy Now', 'Sign Up', or 'Subscribe Today' in a hope to persuade its viewers into either thinking about buying their products or immediately deciding on making a purchase even if a certain product's price is high (like around £100-£1000).
'KFC: Man Meals'
'Volkswagen: Think Small'
How effective are those 2 radio adverts?
'KFC: Man Meals'
In my opinion, this advert does work effectively with the manly statements (like 'You're Still a Man') but unfortunately not for the KFC meal. My reasoning why for this is that the main product: the KFC man meal does not sound right to be a product for anything food-related as women can also love KFC as much as men do and the meal to me sounds anti-feminist (meaning not intended for women).
'Volkswagen: Think Small'
In my opinion, this advert is massively effective to all of its intended viewers/target audience and is as effective as a billionaire. My reasoning why for this is that it targets the beetle size well for a car (not like the insect but not huge either) and with the video ending in with how long it took to make the car (stating it as 21 years), it goes to show how much effort can be put into a difficult project like designing/making a car for example.
My favourite of the two I chose: 'Volkswagen: Think Small'
Reasons why this out of the 2 radio adverts is my favourite?
Reason: Because (as mentioned earlier), everything about Volkswagen's old, classic advertisement uses and maximizes everything an advert should have
Completed Biotic Bubbles radio advert on Adobe Audition
Total time: 0.46.540 (0 minutes, 46 seconds, 540 milliseconds)
Evidence of my Adobe Audition editing for my Biotic Bubbles radio advert.
My completed video advert evaluation:
Questions:
1. How did your advert meet the needs of your target audience: e.g., through the use of offers, information, type of advert, etc. Why is it appealing to your target audience?
2. How does your advert sound and how successful was your advert - make sure you mention the quality of dialogue, sound effects, and soundtrack.
3. What worked really well with your advert?
4. What could you have done better if you had more time?
5. What equipment/software did you use to create your advert and what specific software tools did you use?
6. What skills do you feel you need to develop further?
7. Did you look at any professional examples of adverts? Explain how they influenced your design the influences in terms such as - similar audience, use of sounds, type of advert.
8. Mention any experimentation you did in audio design.
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