Unit 39: speech package production

Task 1:
Have a listen to the speech packages above and match each one with a genre, from the list below.
You should also comment on the audience reach; Local, Regional, National, International.

The first speech package from BBC radio 5 follows the genre of Sports and Current Affairs as it discusses the international Olympics. Being on radio 5 signifies a sport related programme due to the initial purpose of being a radio channel targeted at men and sport. Taking this further i would say that the target audience for this speech package would primarily be males 20-50 interested in sports and secondly anybody else interested in sports. As a reach this would be national, with possible international links through the internet, thus meaning that the station can broadcast globally and reach new audiences by doing so.

The second speech package follows a Business genre, current affairs and news. The main purpose is how business can develop and also focuses in who is involved and how they have become successful. The ambiance of crowd noises and the interviewers are professional, connoting a business like environment thus backing up the genre. The package originates from the BBC therefore it communicates a national wave frequency and, same as the first speech package, it could be expanded internationally due to the new technologies of the internet.

The last speech package, similar to the first, originates on sport (more specifically football). It is a sports review on a football match, and therefore fits into the genre of sport. This speech package, like the other two, broadcasts nationally and again could further be pushed internationally due to new technology (using the internet).Lastly, its target audience would be male 13-50 who are interested specifically in football.

Task 2:
Have a look at the topics below and decide which genre, each issue would belong to and what the reach and target audience might be.

First of all i would say that the Olympics is placed among the 'sport' category, this is simply because the main intention of them is to produce competitions in which we see the worlds best sports players competing against each other. A secondary genre i would place this among would be 'lifestyle'. This is because many people pride themselves on following specific sports and even being involved in them personally. This would then bring me onto another genre of current affairs, due to its massive demand on TV and radio and also its conversational pull, which lures people into a debate on each sector of the events.

Alcohol price rises would immediately be placed in the consumer section as it is a big contender in consumer goods. Another category would be business due to its customer demand and popularity within the world. It is one of the most bought products and therefore would also fall into the lifestyle category because of the social element produced within it. Also it would be a current affair as it is now a concern in many places and always will be. 


The ASDA heading would be a consumer issue as ASDA is part of walmart, a global supermarket brand, and therefore would affect anybody who shops there. Selling consumer goods and aiming to achieve customer satisfaction, ASDA would also fall into the business section. It is a national industry and has shares which would mean that people need to be informed of all its actions through the business genre.   


                                                         
West Leeds council owning gyms would simply fall under regional news and current affairs. Although being specific to one area of the UK it may also relate to a national news depending on its effects to other places. It would also be placed among lifestyle as it is an important sector which effects the way people live their lives.Lastly i feel it would fall under the category of sport due to the topic being about gyms.  


The smoking ban falls under many sub categories due to its popularity and contraversal background. Beginning with consumer, obviously this would fall here due to the amount of people who smoke or have smoked globally. Lifestyle would also be an element as it plays part in peoples social and home life. Other sections include the news and current affairs, this would be because of the massive smoking debate which causes controversy among the world. Like the others, it would fall under business due to its major industry impact and its relevance to price rises.


Leeds United would fall into a few categories, one being sport as it is a popular sport which is high in demand in the UK and again in the world. Another would be current affairs as the sport seems to be forever growing and the club is part of this sport. we could see a business element be brought across here as the club has many financial demands to be met.

Task 3:

Decide on a topic for your speech package, you can choose one of the titles above if you wish.

• Name? Genre? Target-Audience?

The topic i have chosen for my speech package is Religion, particularly focusing on Christianity in the UK. I have decided to do this in the style of a debate as the matter at hand is a controversy among many people. The production will include interviews on local peoples opinions on religion and also will involve a professional interview from a member of Pudsey Parish Church. I will use this as one part of my 'for' the church side, and again will use a strong atheist to balance. 

The name of my production will be 'Religion; your opinion' and will fall under the category of current affairs and news, however will be presented in an entertaining style which will appeal to not only adults but also teenagers who have an opinion on the matter. The primary target audience i have given this package is 16-40 as i feel these are the people most in need of opinion on religion. It aims to give people an opinion and again will increase peoples knowledge on some facts involved in religion in the UK.

Task 4:
Choose an example of a professional speech package in your chosen genre and produce a detailed analysis.

Task 5:

Have a listen to the news speech package which is broadcast via 
and below and answer the following questions.

In the speech package I have listened to there seems to be a high focus on individual interviews and opinions. Jess Vernes is the  main studio presenter who initializes the topic and introduces the interviews. Being a news speech package, the presented speaks in received pronunciation, she sounds clear and allows a direct link to each topic in the production. The first interviewee is a man named Leaf Hillman, he is the chairman of a tribe who is against the destruction of the dam near his home. He has a regional accent and produces a more realistic view from the package. John Devout is a witness of the destruction sharing his view on the proposed idea of the dam and allows another opinion of the topic in hand. Both of the individuals contribute to the story and are both introduced in a phone interview, again allowing a more realistic feel and presenting their distant locations away from the studio. This creates a change of perspective as we fee we are now in a different place than that of the studio. There are two correspondents, Terri Clemenson and Hipa Dawude, both based in the studio and both recalled throughout the story. Each of them are pre-recorded and placed in the feature for evidence and opinions. There is no ambiance during either of the recordings and therefore could perhaps loose interest from the topic. Both speakers have regional accents however, we find it difficult to understand Hipa Dawude's report, which makes the audience loose interest in the speech package as they loose any connection they previously had. To improve the appeal and interest of the speech package i feel more of the introductions and conventions needed to be clearer. Some interviews made a clear point however, sometimes lacked a certain perspective we hoped to hear. Finally more ambiance could have also been used to entertain the audience and intrigue them.

Task 6:
Think about your chosen topic and identify the interview materials you will require to produce your speech package:

As stated in task 3 i will be interviewing some local people on their opinions of religion, focusing particularly on Christianity. I will also be interviewing a regular member of Pudsey Parish church and a strong atheist, each of whom will identify a balance of opinions on 'church life'.

I will include a main narrator who will introduce the production and take us through the facts and opinions of the genre. I will also use two studio based interviews and then the other interviews will consist of ambiance to direct the listener to another location, thus keeping them involved with the show. 

The music i have selected for my package will both entertain and help structure its narrative as i have chosen relevant songs to each segment of the production. It will help identify the audience i aim for while acting as a satire for both sides of the argument. 

Finally, i would input a structured order which incorporates both sides of the arguments and gives them the same amount of time on air. This will make the production more professional and less biased on my own interpretation of the topic. 


Task 7:
Create a short report focusing on a variety of Radio Stations that broadcast speech packages and provide the relevant information for each station




The BBC radio is a public broadcasting service which produces information, entertainment and education for the nation. Through its various stations and websites, it manages to reach a wide range of people and therefore has become a very popular broadcasting service to listen to.


Radio 1 is possibly the most popular and well-known station from the BBC. aiming at a younger audience and being informal, it has become more appealing to the new generation and therefore is a huge success through the UK.


Radio 2 produces a formal style throughout, it aims to use music from older decades (such as the 70's, 80's and 90's) and therefore targets an older audience as opposed to radio1. Being aimed at an older audience the presenters used are generally more mature and use opinion based shows to lure in their target audience. 

Radio 3 is specifically designed for drama and speech in radio. It focuses on current affairs and produces radio dramas to entertain its audience, while using cultured and non-specific music to hook a wide rage of listeners. The station also provides its listeners with niche shows which would situate a small target audience.


Radio 4 is the 'radio for curious minds'. It presents politics, news and info, and classical music to interest a niche audience. It is a more cultured station and would possibly appeal more to people 40 and above. Most of its listeners are skilled workers with a certain type of intelligence. Through looking at the demographic chart i would say that the middle to upper class would be preferable to this station. 


Radio 5 is the main station for sport. Targeted at men, the station allows anyone interested in sport to be fully informed on events that are currently being hold, along with using music which would appeal most to men. Using late night chat shows and sport interviews, this station defiantly identifies its target audience well and lures the listener in. 


The BBC also offer a downloadable service which allows the consumers to listen to podcasts from their favorite shows, moments and stations. It gives a more flexible listening attitude and has proved to be popular throughout its creation. 


Other commercial radio stations, such as Capital FM and Radio Aire, appeal most from early teens to late 30's, producing popular and current music and avoiding any niche topics. As they are funded by commercials, there popularity would need to be well received, therefore making advertisers buy slots in the shows. The commercial based services also offer out some podcasts in which consumers can download and listen. These again have been popular and produce a popular way of listening to favored shows and events. Both of the stations, although aimed at different target audiences, still feature on a digital service due to the digital switchover recently occurring. However, due to the fact it is a public broadcasting service, the BBC can still be heard on analogue stations, which is more expandable to different locations in the UK.  

Task 8:
Write a treatment for your speech package, use the template below as a guide to your headings


To begin i will introduce a popular religion-related song called 'what if god was one of us' which will immediately introduce the genre i aim to present to the listeners while also allowing a happy, comical and friendly atmosphere to the production. I will then take the lyrics away and begin my narration to introduce a fact, an opinion and to simply introduce the package. 


Moving on, i will initialize my theme by introducing the question 'do you believe in god' in which i will then place the answers i have gained from the public. I will then introduce the fact on percentages of practicing Christians in the UK. 


This will then lead onto my first full interview with 'rolf' who is involved highly with his local church and will explain his 'coming' to god. 

Task 9:
Carry out the relevant research and document the techniques you have used (This material should be saved and will make up part of your speech package….

The primary qualitative research from my speech package would be my interview with the Vicor from Pudsey Parish church, again an interview with 'Rolf' would be seen as my primary qualitative research as he is also an expert on christianity. The people were useful as they allowed me to gain an argument for the church and therefore allowed me to be equally biased upon both points.

Secondary qualitative research has been used through interviews with students and the public. I also used some elements of a news feature which was based on religious groups. One 5 minute documentary which i found useful was also from a man speaking about the gospel. This gave me an insight into some information i could have used in my package.


Examples of this:

My secondary quantitive information would be a variety of facts on religion in the UK. Another would be the number of christians and other religious people there are in the UK and how this would effect society. This was essential to be part of things i must include in my speech package as they allowed me to debate religion bringing relevant points across to do so.


A website I found extremely useful is:
http://wiki.answers.com/Q/How_many_Christians_are_there_in_Britain




Task 10: Health and Safety 

Task 12: Produce a professional sounding speech package using the relevant technology.

Task 13: Evaluate the programme and the role that you played in producing the programme

The purpose of my production was to create an interesting and entertaining speech package, focusing on religion (specifically Christianity). I aimed to use news feeds and vox-pops to do so, and through this I think I have achieved what was proposed in the initial planning. Although I had some difficulty with the chosen subject, I found it very interesting learning people’s opinions on God and religion and would choose to study the matter further in future projects.

Audience:
Showing my production to my target audience was thought-provoking, I found the audience responded well to the news feeds and interviews however, lost some interest during the facts (perhaps I could have shortened the facts and sensibly spread them out through the speech package in relevant areas). Even though I feel the audience lost some interest, I do feel I had a strong positive reaction to the speech package and thought it was an overall success. My primary target audience was older teenagers 16-19- I wanted to be able to grab their attention and allow them to think about the controversial topic in more detail, also understand the relevant information from both sides of the argument. Using questionnaires and watching the audience reactions, I managed to collect the relevant information for me to gather a success rating of my production. I feel the audience responded well overall, there was no complain, however, I feel the ending lacked the same standards as the beginning. In a future production, I feel I need to be able to focus on all aspects and allow the script to gain full potential for all aspects.

Representation issues: 
My speech package aimed to give a non-biased opinion of religion and aimed to produce rhetorical questions for the audience to respond to themselves. I tried not to present one opinion more than the other, even though I found this hard due to the interviews showing 90% of the people I asked did not believe in God. I was not gender specific, and used a range of both girl and boy to answer the questions. I also used male and female news feeds in the production. However not intentional, I feel ethnic groups were not reached as well as I planned. Perhaps due to the people around me, and the short time gap for the interviews, the ethnicity of the production was not a wide range and did not present many people from a different ethnic race. The music added was specifically related to religion, using popular catchy songs such as ‘what if god was one of us’ to more reserved and not well-known songs such as ‘laughing with god’. I feel the music beds were a success and I profess to use this technique in a future production. The language used was precisely fixated on reaching out to the target audience. I feel I used the right language for my audience reach and felt there was no need to change this. Overall, representational issues were no problem, and, apart from the unintentional ethnic issue, were a success,

Technical issues:
The technical issues were a main player in the creation of my production, the voice levels needed to fit perfectly, the music beds needed to merge and transition well together, and the voices from my interviews needed to be clear enough to hear with the correct amount of ambience. Beginning with the sound levels, I feel these were good. The sound clips were run through audacity to achieve the same levels and then changed even more during the full creation of the production. The voices were the hardest part to connect together as some voices were louder and some not as clear, so I re-recorded a few and found they soon all fit together and fused well. The only major issue with the technical issues was the main interview, as I found the voice was too quiet and when I tried to make it louder I lost some of the ambience to go with it. However, this was resolved quickly and allowed me to experience a new problem which I now know how to fix.

Conventions/Narrative:
Typically my chosen genre of religion would be represented as quite boring and perhaps uninteresting to the age group I aimed it at. In a similar production we would see that the audience reach is generally either young children or the older generation.  Being highly controversial I found it a challenge to present. Although mine was done using professional standard equipment, I feel a company producing the same type of production would have the bigger advantage of people access, and therefore would be able to present the production in a more un-biased way. I feel if I had access to this I would have been able to place in some more opinions and therefore make the package more of a success. There was no specific narrative in my production as it was based upon facts and opinions, however, there were elements in the music bed and scripting which allowed mood changes and alternative feelings towards the subject.

Own performance… self evaluation:
From doing this production I feel that I achieved new skills, one of which is being able to add ambience in pressured situations, also allowing my production to merge together with no mistakes. I feel my strengths lied in the technical issues as I put my al in and learn new skills through doing so. My weakness however was the scripting of the production. I found it hard to put together a decent script which would allow me to engage my target audience. Being in a team on my own I found it easier to make decisions, however, think it is more of a successful way to work with a team who can help put the whole production together.

Future targets:
In future productions, I need to focus on how to end a production. The ending wasn’t bad, however I felt it wasn’t as engaging as the rest of the production and felt it lacked a certain spark which would leave the audience content.

1.       PROMOTING your production…

To promote my production I would need most likely use the technology of social networking. Using sites such as Facebook and Twitter, I would raise the questions asked in my speech package, I would then link these to the actual production, explaining what it is about and what I made it for.

2. DISTRIBUTING it…

My distribution impression would be to present the package on a local radio as this would then reach out to some people I could collect feedback from. I would also post it on the internet on popular radio sites as a vox-pop, then link this to the actual production. 

Unit 44: advertisements for radio

Task 1: Your task is to write an analysis of at least three different radio commercials you should use the information and the headings below to help you structure your analysis...

Commercial one is for "Nando's" restaurants. It primarily focuses on the Mexican theme of the brand incorporating the use of a male voice over to do so in a Mexican accent. The use of this is to signify Nando's with Mexican food, and thus allows a listener an audience to understand 'whats in store' if they go to the restaurant itself. The accent used allows for an informal tone to the business and therefore creates a friendly and 'fun' atmosphere to the place. It allows a sense of 'joy' as its comical tone makes us smile.  Again a good point about the accent is that we familiarize ourselves with it, in the sense we hear the accent and instantly think of Nando's.

Moving on, The music bed also portrays a friendly 'vibe' which fits in well with the overall theme. Although being quiet and only played at the beginning and end of the advert, i feel it is a necessary part of the advertisement itself as it allows a focus on the more 'creative' side of the company. It makes us feel welcomed into the advert and again leaves us happy at the end. As pointed out before the Mexican theme creates an informal tone which we are not cautious of, the music helps this to be presented. 


A radio station i would place this type of advertisement on would be BBC radio one or Capital FM (formally known as Galaxy) this would be because Nando's is typically a place for young adults. BBC radio one and Capital FM both are aimed at young adults and teens which would mean that the advert would be well suited here.

Finally, i feel that the colloquial language used in the speech is effective as, even if we do not fully understand what the person is saying when talking about his brother, we feel invited into hearing about Nando's itself and what the man has to say to us. 

Commercial two is an advertisement for Alton towers during Halloween time. Using a male, informal and recognizable voice over the advert begins with a 'layed back' attitude. The use of this is to satirize the attitude of teens during scary experiences. He then goes on to state that people have left him alone, this signifies his fear and excites the listener. The echoed voice is used to represent the fact he is in a dark tunnel and therefore symbolizes one of the rides without stating which one. This is used as a hook to draw the listener into wanting to find the ride then taking action to do so, this would mean that the purpose of the ad has been made. 

After this, the 'typical' Alton towers music bed is used which allows the listener to recognize and trust the business. The music bed also fits in to the theme of fear as its juxtaposition of soft 'ballet' style notes against the imagery of isolation entraps a thought of 'mind-play' at the listener. The music makes the listener feel on edge and again the purpose of the ad is brought to attention. 


The next voice over is an older male, which has been recognized as a main voice over on many of the Alton towers advertisements, even on TV. He is announcing the deals made from Alton towers and by doing so has become a trusted voice who represents the business well. 

commercial three...This advertisement is one advertising the chocolate bar, 'Kit Kat'. Its aims are simple, they are raising awareness of the brand and selling the product to listeners, generating more sales for the company.

The advertisement itself is misleading to begin with due to the commentary style voice over. The commentator takes us into a rugby match which, although effective, only draws the attention of a male who enjoys sports. Then as the tongue twisters of the rugby names appear, there is a comic element which appeals to a wider target audience who enjoy comedy.

The voices are male, mid-aged and friendly. This makes the product more approachable and reliable as we begin to trust them and believe what they say. The commentator seems to be struggling with the long and complicated names, then the voice over of a calm male voice is used to bring in the product awareness and the initial tag-line for the product 'have a break, have a Kit Kat'. Commenting on the voices in this advert, i notice that it is all male, which would identify the target audience of males. The voice is low-pitched and fast paced, following the typical qualities of a commentator and his much recognized exhaustion. The comic element kicks in through the mis-pronunciation of the rugby names, he cannot seem to pronounce the names and therefore creates a game for the listeners to play. This creates audience interaction and a fun and iconic advert to listen to. Being a voice which is typical to its genre means that the audience will be specific to sports. As the voice over converts into that of a male who speaks in received pronunciation, we are introduced to the product. This voice seems to be more positive and happy, being the savior of the commentator, offering him a solution to his exhaustion (the Kit Kat). By this i mean that the product will give you the chance to take a break and it will relax and calm your day.

The ambiance behind the advert is that which you would expect in a rugby match, the crowd noises and the echo of the commentator. In my opinion the use of the crowd connotes a sense of victory, not particularly for the match but for the product itself. Its almost as if the crowd is cheering for the Kit Kat, therefore making it seem more appealing to the listeners.

Task 2: Create 2 commercials (15 seconds) use a different style and purpose for each one. Try and make the style and purpose very obvious and specify which type of radio station you will be advertising on and why?

Task 2 cont...: Briefly explain how radio advertising is regulated and find out what and where the CAP Codes are.You must then produce a short commercial which breaks at least three of the CAP codes. Write an analysis of which codes were broken and how.

Before a Radio advertisement can be aired, they have to be regulated beforehand. When produced the advertisement must be checked for offensive material using the ASA CAP codes. These codes identify the types of things which cannot be put on an advertisement. When checked, the advert is then put on the aire and is played as usual. The ASA are informed if the advertisements receive any complaints. If this happens there will be an investigation, taking the advert off aire to do so. When completed the advert will hear the verdict and if it depending on the results a further action will be taken whether it be taken of the aire for good or whether it will continue to play.

TASK 3:


Galaxy organize their advertising into three teams; one in London, one in Manchester and one that is local (Leeds). Each team have the responsibility of going out and representing Galaxy to advertising agencies in their region. At the London team we would see more well-known products for example, coke, who would want a more national advertisement rather than a regional one. The other teams in Manchester and Leeds would be more local and therefore would reach out to all potential advertisers in their area for example, night clubs, motor dealership and public service messages (knife crime/change4life). Galaxy primarily aim to reach to the key demographic of 20-25 year old and as a result the night club adverts and car dealerships would be ideal to reach out to this specific audience. Saying this there is a more wider secondary audience of all ages, this means that advertisers with a target audience of the older generation would also be reached and put on air as we can never tell who is listening. Continuing with the coke advertisement, we can see that this would be for the broader audience due to the product being one which is recognized and popular around england. The company would therefore ask for the advertisement to be less specific and more broad in advertising the product itself. 
About one million listeners tune in to galaxy every week on an average of 8 hours a week meaning that the cost of advertising is significant in producing the advertisements themselves. Using CPT (cost per thousand) Galaxy charge the same price of around £4000 per week for a three month period on the air. This is the flat rate for every company however it all depends on the length of the advert and what is in the advert itself. They use the tree month contract as a way of getting the message of the advert across to the consumers listening to the station, for example, the meerkat advert was at first a comedic, talking meerkat which made the audience laugh, then as people began to recognize it they began to look into the product. This is what galaxy also aim to do with their advertisements on the shows. Making the adverts also will cost the advertisers a budget of 15% of airtime for the production, which is about £600 for the ad. Other ways of advertising on the station would be through sponsors of the weather, show-biz news and travel. I would think that this time would appeal to the more national companies rather than the local companies as it would be a prime time and therefore a competitive time to air. Using the 'new media' advertisements can be put online, this is another way to advertise with Galaxy FM 

Task 4: You are creating an advert for a new beer that is aimed at working men. Click on the hyperlink below and go through the process of finding an appropriate voice-over. Explain your actions and explain why you ended up choosing your particular voice-over.

A typical male Yorkshire voice would instantly hit my mind when producing a beer advert as it would follow the traditional approach on a beer brewing company. It fits in with the lines of appeal of nostalgia as it would relate strongly to the rural scenery and imagery of drinking beer in the past. Yorkshire is traditionally known for brewing beers and bitters and so by using this particular voice i would be connecting the product to its history and background. Doing this allows the audience to trust the drink and therefore will be more likely to buy the product, it will attract a sense of recognition and will become more easily approachable. I have chosen to use a male voice as this would appeal more to the male, working class audience, which would be my primary target audience due to the stereotypical role of beer in society. The male will be in his 20's as i am advertising a new beer and aim to make it popular with the new generation as well as the old, and therefore by doing so could even use an old and a young male voice over in the ad. It will follow a modern style, and therefore the voice will need to be modern, upbeat and friendly. Looking through the voice over gallery i would choose the voice of Glen Doherty as his voice is young modern and could be edgy, all of which i would need to use in my advert for the beer company. His voice also would appeal to the working class as it gives a sense of personal identity, especially in the area of Yorkshire. Also, as it is casual and relaxed, it would appeal greatly to the working class being not only new and modern but a beer which is approachable and fun.

Task 5: In 300 words explain the role of MCPS and PRS generally. Explain how fees for using commercial music are decided upon and explain the annual fee for PGFM to use commercial music when creating adverts and explain the fees for Classic FM, Radio Aire and Galaxy.

The roles of the MCPS and PRS is to collect and pay royalties to its members (recording artists) when there music is wanted to be played in a number of ways. For example when the music is being played on any format which is distributed to the public, also if the artists songs are being performed or played in public, broadcast or made publicly available online through certain websites. However, some websites such as youtube and groove-shark enable songs to be played with no fee. They allow consumers to download modern songs for free and also play and listen to them live. 


Every year to the MPRS a commercial radio station like PGFM, who have 0-100,000 listeners, have to pay a fee of £2,775.15, however some more popular commercial stations would pay up to £10,562 per year to use recorded music. Therefore we see that the more listeners a station would have, the more they have to pay per year to play the recorded music. 


Classical FM, and Capital FM would fall in the highest bracket of 5,000,000- 10,000,000 and therefore would have to pay a fee of £10, 562 per annual year. Radio aire  fall in the bracket of 100,000- 500,000 and have to pay the fee of £4,401 per year. 

Task 6: Identify a client and the sector your client is working in.

Our client is a company owned business with multiple bingo halls, the establishment we have chosen is located in Lowtown, Pudsey, the manager of this club is Elizabeth Brooke but the person we contacted and discussed the making of this advert was the assistant manager; Bronwen Tuhey. By creating a brief we came to an agreement of a cost and content of the advert. We had to think about relating the advert to the sector of entertainment retail which was 'gaming', the target audience we aimed for is mainly women and older people (50+) as these are the people with disposable income and the free time during the day. However we also aimed to reach to a younger audience of 18-30.

Task 7: Write up your client's brief. Explain the service or product they are offering, who they want to sell to and why. You should set out your brief in the same way as the example posted below.

Client Brief

PROJECT:

Radio advertisement for The Pasadena bingo and social club in Pudsey.

Prepared by: H.A.K productions (Hannah Hussey and Aaron Price), 07736306803, hannah.hussey@hotmail.com

PGS Marketing and Communications

Mount Pleasant road, Pudsey, Leeds, LS28 7ND

Background / Overview

Free bingo every Sunday afternoon.

Wednesday night £9.99 treble chance all night

What is the objective and purpose of the ad?

The ad must attract customers by being friendly and welcoming.

We must mention about the special offers and friendly staff.

The ad also needs to raise awareness of the establishment in the community.

Target Audience. Who are we talking to?

The ad will be aimed at people in the community who have dispensable income and leisure time.

The ad will primarily be aimed at the 18+ age group of people in the local community.

What’s the single most important thing to say?

friendly atmosphere.

What are the supporting rational and emotional ‘reasons to buy?’

The Pasadena Bingo and Social Club is successful business with a solid customer base and a good reputation in the community.

The friendly staff will cater to your needs; they will provide an excellent service, which will make you want to come more and more.

Details that will assist the creative team…

Possible detail

Consumer insights: Vox-pops of local people saying positive things about the Pasadena.

“The Pasadena Bingo cares for their customers, providing an fun and enjoyable experience.”

Description of brand personality: friendly, helpful, enjoyable

Positioning Taglines: Pasadena, passion for bingo

Creative thought starters:

Two little ducks 22, Kelly’s eye number 1, Pasadena bingo provide…

If you love bingo or just want get out come to the Pasadena bingo and social club today…

Do you ever sit at home, wondering what you could do, well if you’re over 18, find your thrill, come to the Pasadena bingo…

Direct response offers? Tell us that you heard about us on this ad and receive a free pen when you come.

Free to join

Mandatory Details:

Lowtown, Pudsey, Leeds, LS28 7BQ

Bingo and social club

Bingo hall and bar.

Budget

1 play per day = £10

3 plays per day = £ 20

5 plays per day = £ 30

Task 8: Produce two proposals for scripts based in two different styles and then report to your client.

Proposal one...

The advert will follow a narrative linear structure of a woman leaving her house "see you later Derick, I'm of to the Pasadena" then entering a bingo hall, she will then be welcomed into the world of bingo, which will be a trigger for the music bed. The music will be in the style of a casino and will contain the ambiance of coins dropping and friendly laughs from a crowd, portraying a fun and exciting establishment. I will use positive lexis such as, "wow!" "fantastic!" and "its amazing!" which will promote the club giving it a great reputation. The narrative will end on her winning the jackpot and cheering. She will leave the bingo, talking to her husband about her day, she will say "wow, what a great day". Then the advert will end with the voice over of a male pronouncing the sufficient data such as the telephone number and address.

SCRIPT:

WOMAN: by Derick, i'm off to the Pasadena.

DERICK: okay hunny, have a good time

[casino style music will become the focus for 5-10 seconds with the ambiance of laughing and coins]

WOMAN:this is amazing!

[Casino noise will continue for 2 seconds]

DERICK: did you have a good day?

WOMAN: It was fantastic!

OTHER MALE: come to the pasadena bingo club today and collect your rewards, come sundays and play main session bingo for free, and come wednesday evenings and pay £9.99 with a treble chance to win, dont miss your chance!,
Pasadena bingo and social club, lowtown, Pudsey, call 0113 257 8145.


Proposal two...

The advertisement will begin with boisterous and exciting Latin style music lasting for 4 seconds; this will entice the audience and invite them into the advert with a feeling of elation. The advert will include special offers and promotion from the bingo club and positive messages about the staff and environment in the establishment "come meet the friendly staff". It is primarily aimed at 18+ therefore needs to have the appropriate voice and tone that will attract the target audience; a mature voice with a mid-pitched tone would be the ideal for my advert (preferably female). Beginning with the lively music i will then introduce the voice of a woman; she will speak in Received Pronunciation and have an up-beat tone. This will connote elation and will portray the company as one which is approachable and friendly. For the details of the club i will use the voice of a man who will speak clearly and will use received pronunciation which will ensure that the details, for example the number and location, are understood by the audience.

SCRIPT:[The music will begin being in the format of a strong Latin beat, this will play for the maximum of five seconds then the voice over of a woman will introduce the advertisement. She will speak in received pronunciation and will be mid-aged.]
FEMALE: Come to the Pasadena bingo club today and collect your rewards, come on Sundays and receive free main session bingo and come on Wednesday evening for only £9.99 with a fantastic treble chance to win!

[cont. with latin style music]

FEMALE: Pasadena bingo and social club, lowtown pudsey, just call 0113 257 8145, thats 0113 257 8145. come now before these fantastic offers still stand!

Task 9: Complete first draft of script and then consult the client and document feedback.

The client feedback was an overall success. They said we had met their expectations and to improve they wanted a few more sound effects. the music bed was fun and catchy, and presented the bingo club well. They enjoyed the whole tone of the production and felt the mixed gender narrative voices were great. There were no other improvements and the clients seemed very pleased.

[The music will begin being in the format of a simple Latin beat, this will play for the maximum of four seconds then the voice over of a woman will introduce the advertisement.]

FEMALE: If your over 18 and are looking for a fun time out, Come to the Pasadena, where you will find fun and excitement in the world of bingo.[excitedly] It's fantastic!. Come on a Sunday afternoon and receive free main session bingo, or come on a Wednesday evening for only £9.99, with a treble chance win. with our big money links every afternoon and evening your guaranteed a great time out. fancy that!. Pasadena bingo, passion for bingo.

[now a male voice will take over presenting the details of the area and number of the clients company, he will speak in received pronunciation and will clearly read the details.]

MALE: The Pasadena bingo and social club Lowtown Pudsey call 01132578145, that's 0113 25781545 be there.

Task 11: Create a radio commercial for your chosen client.

 


Task 12: evaluation

PURPOSE:
The purpose of the radio commercial was to create a friendly, welcoming and cheerful advert for my client. By doing this I needed to incorporate the use of a gentle, female voice and an exciting music bed that would incise my audience and make them want to go to the bingo establishment. Overall I feel I did achieve this purpose as I managed to find a clear, fun, Latin style music bed which, when checked by my client, was decided to be the final song for the finished advertisement. When looking for the song, I found it to be a difficult task. This was due to the amount of songs that were copyrighted; I had to find a song which was both interesting and copyright free. After a search through songs on CD's and on YouTube, I finally found the song on garage band, which seemed like the perfect music bed to go with the scripted speech. The next step was to find a voice which was suitable for the purpose of the advert. I needed to find a female adult voice as the clients business is for over 18's thus I needed to make the advert sound mature as well as welcoming and joyous. In the end I went with a mid-aged, Yorkshire female as I could achieve a sense of personal identity and relationship though the script. In the end I believe I did achieve my purpose and managed to create an advert which I am proud of.

AUDIENCE:

The audience I aimed the advert at was pensioners and women aged 40 +; this simply being that the advertisement is for a Bingo hall in a small area. Primarily, my audience would need to be entertained, informed and have spare time to be able to go out. Therefore, when creating the advert I had to think about what type of effects, music and voices would appeal to them.
REPRESENTATION ISSUES:
As my aim was to create a positive message about the bingo establishment, therefore I incorporated the use of positive lexis into the script for example, 'it's fantastic'. Also due to the fact I was persuading an audience to join the bingo club, my advertisement needed to be biased towards the establishment, making it sound the best I could possibly make it sound. When thinking about voices I used both genders to produce the message that the club caters for men and women, therefore attracting more customers to the business. Before I incorporated all the final representation issues into the advert, I had to discuss the matters with my client. During these discussions we came up with a compromise and finally came up with the finished script and voices.
TECHNICAL ISSUES: