Case Study:
Assume you are the account executive for an advertising agency. You are competing with other agencies to produce a local radio spot. Choose a company for the assignment-three possibilities are listed below.
• Dry cleaning service
• Bakery
• Bicycle shop
For your chosen company, create a one- to two-page campaign strategy that includes the following elements:
1.) Describe the target audience for the product. Include customer demographics and purchase behavior. Explain the media habits of this audience. During what time slot would you try to reach this audience? What kind of radio station format (music, talk, other) would you recommend using to reach this audience?
2.) Describe your creative approach, big idea, and story angle for the radio spot. How will you capture attention, engage the audience, and make a call to action?
3.) Include the script for the radio spot. In addition to spoken words, include production details, such as the personality of the speaker(s), supporting sound effects, or music. Read your script aloud and practice the timing in an effort to make the script run about 30 seconds.