The advertising company you work for has been hired to create a radio advertisement for Gillman Honda to help increase sales through the local radio stations. Considering how the economy has been Gillman wants to stay on top of their game. Gillman wants to be sure to sell as many of their 2012 cars, suvs, hybrids and trucks before the new 2013 models come in. Gillman sells the Civic, Accord, Pilot, CR-V, Odyssey, Crosstour, Civic Hybrid, Fit and Ridgeline. "Gillman Honda San Benito offers many automotive products and services to our Harlingen, Brownsville and McAllen area customers. From quality new Honda vehicles, to used cars, we know anyone looking for a new or used car, in or around Harlingen, will likely find what they want at our Texas Honda dealership"(Gillman Honda). Honda has always been one of nations leading sellers in cars. Honda wants to create high quality vehicles for their consumers. Honda not only makes cars, they also make motorcycles, jet engines, power products, etc. For this advertisement you are only to focus on cars listed above. Keeping this in mind, you have been asked to get a team together to create this advertisement. It will require research into the Honda manufacturer, Gillman Honda of San Benito, the target audience and anything else you think could be helpful to promote the sales of their 2012 car models.
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You and your team will need to conduct the research and prepare a 30-second to 1-minute audio file that will be presented to your supervisor. The supervisor will listen to all advertisements and best ones will be submitted to Gillman Honda for their final approval.
Advertising is a way for merchants to communicate information about the products and services they offer to a potential customer. Advertising is all around us everyday. Daily exposure to advertising in magazines, newspapers, television, radio, internet, billboards, and signage, to name a few. There is no sales pitch but it is a form of advertising in that it communicates information about the product.
Suggested tools could be Podcasting, Aviary.com which has Myna the audio editor or even Audacity which is a free audio editor and recorder.
This is a sample radio advertisment for a Honda Dealership that was used in July 2010.
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Checklist |
Points |
List of 3-5 things |
10 |
Write a 30 Second to 1-Minute Advertisement |
20 |
Record a 30-Second to 1-minute Advertisement |
40 |
Appropriate time slot choice |
10 |
Sound Bite |
20 |
Total |
100 |
Tips, Ideas, Activities for Radio Advertisements
http://www.entrepreneur.com/article/164818
http://mediaeducationlab.com/stand-lesson-8-create-ad
http://www.howtodothings.com/hobbies/a4312-how-to-write-a-jingle.html
http://www.safe-t1.net.au/assets/files/resource/radioads-worksafe24-2_V2.pdf
http://www.oocities.org/englangarts/lessons/radio/lessons.html
http://www.voices.com/documents/Voices.com-Radio-Commercial-Success-Kit.pdf
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1. Read and analyze the scenario and situation. Check your understanding of the scenario. Don't be tempted to start thinking about potential solutions or to start looking for information.
1. List your personal understanding, ideas or hunches.
Now that you are familiar with the Honda manufacturer, Gillman Honda and the 2012 car models you will write everything you know about the Honda. Describe your thoughts or ideas about how to solve the problem. There are not incorrect answers in this step, just feel free to brainstorm your ideas.
2. List what is known.
With your team use all the information available in the scenario to list everything that you know about radio advertising. You do not have to conduct any research yet. Just use the information given and write the facts that you already know about Gillman Honda and the new 2012 car models.
3. List what is unknown.
With your team, make a list about what you do not know and would like to learn. List all the questions you will need to answer to solve the problem.
4. List what needs to be done. "What should we do?" List actions to be taken, e.g., question an expert, conduct research, go to a board meeting about topic. List possible actions.
5. Develop a problem statement.
You will be responsible for thinking and choosing one of the questions to solve the problem. A problem statement should come from your analysis of what you know. In one or two sentences, you should be able to describe what it is that your group is trying to solve, produce, respond to, or find out. The problem statement may have to be revised as new information is discovered and brought to bear on the situation.
6. Gather information
Use all the resources available (Internet, library, etc) to research about the problem/topic and find a solution.
7. Present Findings
You will present your finding through an audio file. It must be a 30-second to 1 minute radio advertisement.
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130.111 Business Management and Administration
(13) The student knows that advertising is the paid form of nonpersonal communication about an identified sponsor's products. The student is expected to:
(A) list types of advertising media;
(B) differentiate between product and institutional advertising; and
(C) identify and evaluate elements of an advertisement.
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