RADIO TASK 3 : Treatments and scripts

FIRST PRODUCT

PRODUCT : Estee Lauder Rejuvenating Advanced Night Serum and Harrods

CLIENT AND PLACEMENT : The radio stations of choice to host my advert is Gold,Heart,Classic FM, Smooth and X FM . All these radio stations possess my requirements for hosting the advert as they either have a large female audience in total , a female audience that meet the targeted age of 30 years old or both the two mentioned factors.
The radio commercial will be placed during the most popular time of day, everyday in the early mornings and late afternoons. This is to ensure maximum potential for buyers while also creating awareness.

ELEMENTS OF BUDGET :  My product is being represented by a renowned and affluent company known as Estee Lauder. Budgeting and costs would not pose as an issue. Specifically the elements of budget that I would account for would be the Advertising Costs, Airtime Costs and Creative Costs.
In order to pursue a wide range of females for my product it is vital for my advert to be commercialised on a national level rather than restricting it to just local. A professional radio station rather than an In-House Production Station, that is popular amongst the targeted female audience would be the suitable choice.
In terms of the Airtime Costs, my advert itself is expected to be no longer than 30 seconds long, however the length of exposure for my advert would be run for a year thus the expected cost of it would be £250,000. This is decided in order for both the brand and the product to stand out and be familiar to the audience.
Creative costs include script writing,hiring actors for voice overs,music bedding and sound effects.Since a professional radio station has been chosen to produce my advert the expected level of quality is extremely high.
Advertising costs is also an element of the potential costs involved. There is no exact cost price set on advertising as the figure is dependably dictated on the number of listeners the radio station has.Bigger and more popular radio stations costs more. Also, how long and where the radio advert is being marketed will also be another potential cost. It is cheaper to market the commercial locally in a town rather than nationally or globally. radio commercials being broadcasted globally will cost a lot more as compared to having it only broadcasted nationally or locally.

TARGET AUDIENCE : The desirable audience my product is aimed for are females aged 30 years old and above.

PURPOSE OF ADVERTISEMENT : The purpose of the advertisement is to promote the product while creating awareness about its abilities.

UNIQUE SELLING POINT : The unique selling point of the entire advert is within the product. The product, Estee Lauder Rejuvenating Advanced Night Repair Serum possesses the ability to promote collagen, firm, brighten,soften and even out the skin tone of ones skin. It contains natural organic ingredients with no harsh chemicals . The product is highly concentrated with Vitamin E, Rosehip Oil, Avocado Oil and Rice water, it is also alcohol free. The micellular serum is inspired by an advanced DNA research that enhances the natural synchronization of the skins night time renewal process. The product was made using Estee Lauder's Chronolux CB Technology a new major innovation which aids in providing optimal hydration and renewal of the skin.
Besides the product possessions being the unique selling point of the advert, the slogan and catch phrase that would come from the script writing will be a contributing factor of the Unique Selling Point. The slogan and catchphrase will be '' Estee lauder, there is beauty in simplicity'' and '' Do not regret growing older, it's a privilege denied to many ''
Another Unique Selling Point of my advert is where the product will be sold at, Harrods. The slogan for harrods will be '' Harrods, your skincare destination''

STYLE OF ADVERT : The advert, due to the products targeted audience is appealing to mature females.Thus I think it is in the company brand Estee lauder's best interest to have the commercial put across formally with a female voice over presenting the script. This in turn makes the product relatable and consistent with the brand since Estee Lauder creates skin care products targeted and designed for females. the female voice over should sound calm and mature and not over dramatic and enthusiastic. The theme of the advert would be mellow and a reflection of the product that is luxurious.

TIMING : The commercial will be 30 seconds long and be advertised everyday for a year in the early mornings and late afternoons.

MUSIC BEDS: Pixie Lott- Isn't She Lovely
                          Rebecca Clement- Small Talk
                          Kim Carnes- Bette Davis Eyes

Pixie Lott-Isn't She Lovely song was chosen due to it's lyrics and the voice of the singer sounding very pure with a strong, warm and husky voice. This particular song also is very simple and delicate with only the piano playing in the background of the singers's voice. Also the song is familiar by many mature woman as the original song, sung by Stevie Wonder had been played in the late 60's. I chose to have Pixie Lott's version of the song instead due to my product being targeted at females and having a female voice-over narrating the script. I strongly feel if I had used a male singer, with such a strong deep voice as Stevie Wonder, the difference of voice would clash and not make my advert run smoothly.

Rebecca Clement- Small talk was chosen due to its hushed,moody but subtle atmosphere. I think it's a beautiful combination of vintage sounds combining with modern beats touched with pop and soul elements. The song was introduced when stating factual information about the product. This was because the mood of the song reflected well on the ''seriousness'' of the advert when assumed struggles of the listeners skin was mentioned. Creating the necessary sincere and genuine emotions I wanted to be portrayed.

Kim Carnes-Bette Davis Eyes was chosen to portray the positive aspects of the advert such that the serum can ''reduce the signs of ageing'' and correct wrinkles and fine lines producing ''younger looking skin''. The song's lyrics represented a beautiful youthful girl.The song , like Isn't She Lovely, is very popular with mature women as the song was out int he late 60's. The song portrays a classy scenery which I think is a good portrayal of the product. Why I chose music from the late 60's was because the Estee Lauder Serum is targeted at mature woman older than 30 years old. I wanted my advert to be relatable in all aspects of radio advertising. Having a female voice over to me, was just not enough to convince listeners to purchase the serum. And so the music bedding was chosen in hope that it will aid in persuading the listeners.
                       

PRODUCTION ROLES : I will be actively involved a in the entire partake of the advert production. Which includes the script writing, the voice over, editing, recording and research. I will require the technology such as a recording device and the editing software, Reaper in order to make my production a success.

POTENTIAL REGULATORY ISSUES : The UK code of Broadcast Advertising that applies to my advert is 03 Misleading Advertising, 09 Environmental Claims and 26 Services Offering Individual Advice On Consumer or Personal problems.

Under regulatory issue 03 a product's advertisement can not be misleading to the consumer. This rule applies to my product as it had made specific claims to ''reduce the vital signs of ageing''. If the product does not possess these qualities the advertisement would be defying the rules and severe consequences will be taken in action.

Under regulatory issue 09 on Environmental claims , advertisements must take into account the Government guidance including the Green Claims Code. My advertisement claims that the product uses 'natural and organic' ingredients. before advertising this claim I would have to clarify with the appropriate environmental authorities that the product does contain natural and organic ingredients.

Under regulatory issue 26 on Services Offering Individual advice on consumer my advert does apply to this regulation as the advert is promoting a serum that offers to ''reduce the vital key signs of ageing''. Evidence of suitable and relevant credentials of the product being able to perform accordingly will have to be shown before the advert script is made so as to ensure the advert will not be misleading too.

SCRIPT (1):
SFX: Music begins as Rebecca Clement Small talk very softly. Beginning of music is played on loop to avoid clashing singers voice with radio voice over
FVO: New Advanced Night Repair Serum from Estee Lauder.
SFX: sound effects that sound like twinkling stars . Adding a magic and fantasy mood to the theme of advert.
SFX music continues playing.
          A serum that possesses the vital qualities for younger looking skin.
SFX: first music stops playing. Beginning of Pixie Lott -isn't she lovely starts playing instead.
          An innovative product inspired by advanced DNA research the miscellular serum promotes                   collagen while enhancing your skins natural synchronization of its night time renewal prcoess.

          Made by natural and organic ingredients with no harsh chemicals.
          Highly concentrated with Vitamin E, Rosehip Oil, Avocado and Rice Water that aid in firming,             brightening, softening, smoothing, and evening out your skin out.
          Notice the significant reduction in all key signs of aging.
SFX: music increases in volume as at this point emphasis is on music
         Do not regret growing older, it's a privilege denied to many.
         Estee Lauder, there is beauty in simplicity.

Now at Harrods, your skincare destination.

SFX: music end

SCRIPT(2):

SFX: Kim Carnes- Bete Davis Eyes music starts playing very softly in the background.
FVO: Are vital signs of ageing showing up on your skin ? Don't show it .
          Feeling tired every morning? Don't look it.

          Estee Lauder's new rejuvenating advanced night repair serum helps your skin feel soft, firm and             smooth while brightening and evening out your skin tone by promoting collagen through the                 serums highly concentrated oils such as Vitamin E,Rosehip,Avocado and Rice Water.

          Your younger looking skin transformation starts today, with Estee Lauder.

SFX: Muisic begins increasing in volume.

          Estee Lauder, bringing out beauty from within.

SFX: music end


SECOND PRODUCT

PRODUCT : British Fashion Awards

CLIENT AND PLACEMENT : The radio stations of choice to host my advert is Capital FM and X FM. Both radio stations possess my requirements for hosting the advert as the have a large audience of both the male and female gender aged between 15 and 44. The targeted placement of the advert is to be heard at the most popular time of the day , everyday in the early mornings and late afternoons. Ensuring maximum potential for awareness.  

ELEMENTS OF BUDGET : The elements of budget I would account for would be Advertising Costs,Airtime Costs and Creative Costs.
 In order to attract people for my event it is vital that the advert is presented nationally at a professional radio station that is popular amongst younger people. This is because the event, the Britsish fashion Awards is targeted and expected to attract an audience that are passionate about fashion. Coincidentally, majority of those who are tend to be of a young age between 15 and 44 according to statistics.
In terms if the Airtime Costs, my advert is expected to run for 20 seconds and be advertised only 2 months prior to the actual event.This is due to the sales of the tickets only being sold two months before the Award Ceremony is scheduled.
Creative costs include script writing,hiring actors for voice overs, music bedding and sound effects.Since a professional radio station has been chosen to produce my advert the expected level of quality is extremely high.
Advertising costs is also an element of the potential costs involved. There is no exact cost price set on advertising as the figure is dependably dictated on the number of listeners the radio station has.Bigger and more popular radio stations costs more. Also, how long and where the radio advert is being marketed will also be another potential cost. It is cheaper to market the commercial locally in a town rather than nationally or globally. radio commercials being broadcasted globally will cost a lot more as compared to having it only broadcasted nationally or locally.

TARGET AUDIENCE :  My target audience are those passionate about the Fashion industry.Mainly Higher Education Students whom have pursued Fashion Designing in the education and those whom are enuinly interested in Fashion.Though this can appeal to many , specifically it is people aged between 15 and 44 and is a diverse of males and females.

PURPOSE OF ADVERTISEMENT : To inspire,educate and keep people up to date with fashion and its expanding industry. To give people the opportunity to partake in a renowned event of Fashion history.

UNIQUE SELLING POINT : The event itself, The British Fashion Awards is a renowned event known to many. The guests that would be there include successful fashion designers, models and celebrities.

STYLE OF ADVERT : Formal with a female voice over presenting in an excited but yet mellow and persuasive tone of voice

TIMING : The advert will be 20 seconds long while only advertising once tickets are on sale which is two months before the event.

MUSIC BEDS: Bronze Radio Station- Shake Shake Shake
                         The White Panda- Midnight Life
                   
Bronze Radio Station-Shake Shake Shake, was chosen to because I felt that the beat of the music was a good refelction of an imagery of models strutting along the runway
                       

PRODUCTION ROLES :  I will be actively involved a in the entire partake of the advert production. Which includes the script writing, the voice over, editing, recording and research. I will require the technology such as a recording device and the editing software, Reaper in order to make my production a success.

POTENTIAL REGULATORY ISSUES :   The UK code of Broadcast Advertising that applies to my advert is 03 Misleading Advertising and 08 Distance Selling.

Under regulatory issue 03 information given in the advert must not be misleading.My advert applies to this rule as it has claimed that certain celebrity guests will be attending, if they do not it will pose as a misleading commercial.My advert will avoid this as the British Fashion Award Organisers would have already been expected to give out the invitations by then.

Under regulatory issue 08 distance selling applies to my commercial as tickets for the show can only be bought online.In order to avoid not complying with the rule, listeners has to be ensure that a refund will be given in accordance to rule 8.4 within 30 days of their purchase. So as to ensure the radio commercial is representing the renowned British Fashion Awards professionally.


SCRIPT (1):

SFX: Bronze radio station-Shake Shake Shake begins playing in the background very softly with a distinct bass beat.

FVO:
Its that time of the century where Britain hosts one of the renowned and influential fashion events.
SFX: The White Panda-Midnight Life music begins to start playing.
The British Fashion Awards.
SFX: music dies down, adding more attention to the word of commercial.
 Established since 1989 The British Fashion Awards have been celebrating the creativity, success and contributions of British designers,models and artists in the industry.
This years nominees include Christopher Bailey of Burberry, Kim Jones of Louis Vuitton, Tom Ford, Sarah Burton of Alexander McQueen, Marc Jacobs, Miuiccia Prada of Prada, Raf Simmons of Dior and many more.

Be apart of the next chapter of Fashion History.

Tickets are now available online. Proceed to www.britishfashionawards.com for more information and updates on what's more to come.

Style is a way to to say who you are, without having to speak.
SFX: music ends

SCRIPT(2):
SFX music begins playing Bronze radio station, Shake Shake Shake very softly in background.
The nominations have been finalised. The nominees are ready. The tickets are out.
This years British Fashion Awards are finally here.

Be apart of the outstanding creations and successes of our own renowned British designers on Monday 2nd December .

This years VIP's include, Victoria Beckham, Stella McCartney, Cara Delevingne , Sarah Burton, Raf Simmons, Marc Jacobs and many many more.

Life is too short, wear your party pants and get doen to The British Fashion Awards .

Tickets are sold online at www.thebritishfashionawards.com

SFX: music end