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Station ProfileThis is a station profile for WKFX 99.1 FM, Rice Lake, WI.A. Station Analysis:WKFX-FM 99.1 is a radio station broadcasting out of Rice Lake, WI, that serves most of Northwest Wisconsin. The station can reach as far west as Minneapolis/St. Paul with a signal that is carried out by a 50,000-watt system. They pride themselves for being one of the few classic rock stations in the area and delivering radio 24-hours a day. The main personalities for the station are Arnie Wheeler and Micheal J. They provide listeners with up to date local news and weather. The peak listening hours for the station are 8 a.m. and 5 p.m.According to growth in the years past, the market will continue to grow and continue to deliver a profitable income. Marketing strategies would be contests and daily giveaways. The only risk it would face, in the perspective of the business market, would be if more classic rock stations moved into the area that the stations signal covers. Right now the station shows no risk, so it plans to have increased revenue because most of the local advertisements will be through them. The closest competition to WKFX-FM is WGMO-FM 95.3 out of Spooner, WI, which is in the same area and plays the same genre of music. This is the only threat, as of right now, that has the same signal area as WKFX. They also do, “On The Road”, events where they will go to an event and broadcast it live, not only to attract old costumers, but new costumers as well. WKFX-FM 99.1 is a station that specializes in playing the most popular classic rock songs, but also news updates and a 24-hour weather service. B. Target Market:The current target audience the station aims towards is married females, the ages 25-54, who have a family and are in the middle class. The typical family size would be 2-3 children, with an average 9 to 5 job and generally a high school diploma. The potential costumers are comprised of the same demographics as the current audience. The target audience is hard working for their family or for whatever reason, but at the same time, they are not afraid to enjoy their free time and have fun, when they can. All of them enjoy music, but they enjoy listening to classic rock the most. The audience is located in a small town kind of a setting, so honesty and kindness is associated with them.C. Stations Current Brand Image:WKFX-FM is the best station in the area for local news, plus it’s one of the only stations left, in the area, that plays classic rock. They are there to provide to you 24-hours a day, with a great selection of music to get you to and from work. Reliable and credible news updates are aired twice an hour, so hopefully everyone will get a chance to hear it. D. Contact Information:Name: Sondra MaanumPhone: 715-736-9910Station ProfileThis is a station profile for WCCO, Minneapolis, MN.A. Station Analysis:WCCO is a television station based out of Minneapolis, MN, that is owned and operated by CBS. It provides service to the Minneapolis/St. Paul area and the stations transmitter is located at the Telefarm complex in Shoreview, MN. The station is in the 15th largest market in the U.S. and happens to be the most watch station in that market. It is ranked first in popularity in the area. Since May of 2006, WCCO has had the top rated newscasts in households, according to the ratings. The station’s competitor, KARE, still holds the top rated morning newscasts, with WCCO right behind them. WCCO also runs syndicated programming, which include: The Ellen DeGeneres Show, Dr. Phil and Anderson Cooper. Other programs through the station are Wheel of Fortune, Price Is Right, The Late Show With David Letterman and many more.The talent for WCCO is proud of the fact that they are reliable and credible. There are a wide variety of personalities that work for the station. Anchors include: Mike Binkley, Liz Colin, Angela Davis, Jason DeRusha, Esme Murphey, Amelia Santaniello, Frank Vascellero, and Jamie Yuccas. Reporters include: Natalie Kane, Bill Hudson, Reg Champmen, Pat Kessler, Lindsey Seavert, Rachel Slavik, Aristea Brady and Holly Wagner. They pay a lot of attention to delivering the news properly and professionally. Revenue is generated through advertising, like most stations, but they set large goals to meet annually and those goals are met by smaller goals to meet quarterly.B. Target Audience:The target audience for WCCO is anywhere between the ages of 25-54, female, married, two children and in the middle class. Women who are just done with college and starting a new career will generally tend to keep up with the news the most and that’s why the target is more for females. They target males as well, but the main target audience is females.These people are usually concerned with what is going on in the local areas around them and are well educated. This demographic can reflect on the stories and advertisements that will be aired. They also try to have good kicker stories to attract younger listeners as well.C. Stations Current Brand Image:WCCO wants to be known as the news leader of the area. Customers will be provided the best, most up-to-date local news in the Minneapolis/St. Paul area, amongst all of its’ competitors. WCCO is one of the top ranked, professionally and in credibility, throughout the state.D. Contact Information:Phone: (612) 339-4444Copy PlatformThis is a 30-second ID-cum-Promo for WKFX-FM 99.1, Rice Lake, WI.Product Analysis:WKFX-FM, The Fox, 99.1 is a classic rock station, based out of Rice Lake, WI, that is committed to bringing the audience the best classic rock hits, the most up to date local news, weather forecasts, and 24-hour service. The peak listening times for the station are around 8 a.m. and 5 p.m. The station’s area covers most of Northwest, WI. Through promotional events and advertising, WKFX intends to gain a larger audience.The majority of the local ads promoted would be the most common form of advertising for the station. The station also promotes itself by selling t-shirts and bumper stickers. The main source of revenue for the station comes from local businesses that want their ads promoted through the station.The station sponsors various local events and holds weekly contests, to engage the audience and get the station name out there. Every weekday morning there is the, “Fox Extravaganza”, which is the show dedicated for the morning drive to work. The show runs from 6-9 a.m. Listeners can find out all of this information by tuning in anytime throughout the day, any day of the week, to find out details. The biggest completion the station faces is WGMO-FM 95.3 because it plays the same type of music, shares similar qualities and is in the same proximity as WKFX.Positioning:WKFX is viewed as a station with lively, reliable, and credible announcers. It also is known, in the area for playing the most popular classic rock, giving credible, up-to-date news, and weather forecasts. WKFX-FM is usually entertaining for the audience, so they will stay tuned in, even if there isn’t music playing. The listeners can hear the station throughout most of Northwest, WI and targeted towards females, but appropriate for any gender. Both males and females see WKFX as a station they can listen to and do not view the station as being targeted for females. Target Audience Analysis:The current target audience the station aims towards is married females, ages 25-54, who have a family and are making about $40,000 a year. The typical family size would be 2-3 children, with a 9 to 5 job and a high school diploma. This would be aired anytime throughout the day, especially in the morning and the after work hours.The potential costumers are comprised as the same demographics as the current audience. The potential costumers would, generally, be from a middle class family, have children and have a high school diploma. The target audience is hard working and very family oriented, but at the same time, they are not afraid to enjoy their free time and have fun. The audience can tolerate listening to other genres of music, but enjoy listening to classic rock the most. The audience is located in a small town kind of a setting, so honesty and kindness is associated with them.Statement of Objective:The key fact is that WKFX-FM is one of the few, 24-hour, classic rock stations in the Northwest, that offers up-to-date news and plays the most popular classic rock hits. The problem is that it is in competition with WGMO-FM, which is out of Spooner, WI, is in the same listening area as WXFX and has similar qualities. The objective is that this promo will increase ratings, as well as, increasing the market for the station by attracting listeners through enticing advertisements and great music.Copy Design:The ID-cum-promo starts with a sound effect of an older style of radio tuning through stations. We wanted the radio tuning sound effect to sound like an older radio, so it is a more classic feel. This will also help to grab the listener’s attention since they will expect to hear a song playing.Then the music comes in for about three seconds and is playing “Help” by the Beatles. This is a very popular classic rock song, so when people hear this they will be expecting to hear something about classic rock. This will also help to set up the first line of dialog.The announcer then comes in to ask the audience if they need any help trying to find a classic rock station that plays the classic rock song they know and love. This will make them question if they are being provided the classic rock songs they love on any other station. The sound effect of an audience cheer then comes in as a tool to try to persuade them that maybe they are being deprive of good classic rock.The announcer then come back in and assures the audience that they will find what they are looking for here. Then he continues to tell them all of the different specifications about the station, so they know exactly what to expect from the station.The commercial then finishes up with a tag phrase to reinforce the station and then plays the song “Why Can’t This Be Love” by Van Halen. By this time the listener will be intrigued by the station and excited to listen in. The song is supposed to represent how they feel about the station. Date: January 24, 2012Client: WKFX-FM 99.1Description: ID-Cum-PromoTime: :30TBA: R.O.SStation: WKFX-FM, 99.1, Rice Lake, WIWriter: Jordan FrisleObjective: To promote the station and increase the market. SFX: RADIO TUNING THROUGH STATIONS UNTIL REACHING A BEATLES SONGMUSIC: THE BEATLES “HELP”, UP : 03 AND OUTANNOUNCER: Do you need help finding a radio station that plays the classic rock that you know and love?SFX: STUDIO AUDIENCE CHEERANNOUNCER: Well, look no further! Here on WKFX, The Fox, 99.1, we are committed to playing the best classic rock hits, 24-hours a day! Also, at the top of each hour, we will bring to you the most up-to-date local news and weather. So, whether you are taking the long drive to work, or picking the kids up from school, make sure to join us here on WKFX 99.1. The Fox that rocks!MUSIC: VAN HALEN “WHY CAN’T THIS BE LOVE?”, UP :04 AND OUTCopy PlatformThis is a 30-second dramatized PSA campaign for United Way Member Agencies to be aired on WKFX-FM 99.1, Rice Lake, WI.A. Product Analysis:The Greater Winona Area United Way Member Agencies is introducing a volunteer program that will provide local leadership as well as promote and support effective volunteerism. United Way is a non-profit organization that helps to invest in other non-profit resources in the community, such as Big Brothers Big Sister, Winona ORD, etc. This organization is paid for through various grants and donations. United way wants to help increase public awareness and show the importance of volunteering in the community. To meet the needs of the center, leaders will recruit and match volunteers to meet the community needs. One of the volunteers centers most important functions, is that it will provide resources, training and technical assistance to agencies and organizations in the areas of resource development, long range planning, budgeting, program development debt management, grant writing and volunteer recruitment and training. The workers that operate the center are made up of volunteers from the community, as well as volunteers from the surrounding areas.The United Way Services is comprised of many different programs to provide different services. These services include: Emergency Assistance Program, Gifts in Kind, Cost reduction service, Federal Emergency Management Act, Venture Grants and the Community Foundation. Information and referral service pone lines are also offered at the center. The information line deals with community events, support groups, landlord/tenant issues and abuse programs. The help line handles relationship/family problems, parenting concerns, depression and pregnancy. Then the crisis line deals with suicidal feelings, child abuse, sexual abuse, and temporary shelter. These counselors are available to provide the community information, talk over concerns, and give appropriate referrals, confidentially, 24-hours a day. This is not only for Minnesota, but the tri-state area as well. The Volunteer Center is located at 207 Winona St. and can be contacted by telephone by calling (507)-452-4624. The services that the center provides includes: Youth Services, General Family Services, Disability Services and Counseling and Crisis Services.B. Positioning:The current brand image of United Way Member Agencies is that they promote effective volunteerism by reaching people through their slogan. The slogan of the Volunteer Center is “Share the Magic”, which helps to increase public awareness and helps to show the importance of volunteering. The Volunteer Center should be viewed as a service that will promote local leadership that works to support effective volunteerism. The service strives to provide increased public awareness and help show the importance of volunteering. They are there to provide resources, through different volunteer services and then train the proper volunteer to attend to the community needs. The slogan, “United Way: A service that cares” shows that United Way cares about the community and wants to be there to help people.C. Target Audience Analysis:The audience this is directed towards is anywhere between the ages of 25-54 with a high school diploma, who have children in need of the volunteer services, or know of anyone who needs counseling or is disabled. The preferred sex targeted would be females because they tend to be the ones to reach out and take advantage of these services. Middle class people with a take-home income of around $30,000-40,000 will be the targeted because, with a volunteer service, they don’t have to pay for service provided. Instead of taking clients to somewhere and paying money out of their pocket, they can take them here for free.The audience being targeted is usually in need of this kind of service because it is affordable and would like the client to be a part of the services, or they do not have enough time to tend to a clients needs. This services hopes to be a service that is seen through the eyes of the audience as a chance to relieve some stress, or gain some personal free time. These people are hard working people and family and friends are a large priority in their life. They are usually happy people who look forward to better themselves and everyone around them. The targets decisions are led by their beliefs rather than by desires for acceptance. Simply put, these people care, but just do not have enough time in their schedule to help everyone they would like.We chose to run this at the top of every hour because most people are getting off work at the start of a new hour. If it plays at the top of every hour during the workweek, it should reach most people of the target audience.D. Statement of Objective:The key fact of the service is that it will provide local leadership in working to promote and support effective volunteerism. The problem is that the service is not well known throughout the community and that not as many people are taking advantage of the service, as there could be. The objective is to attract the audience, through an effective message, to engage in taking part in the services. We want to make them aware of this service in the community.E. Copy Design: With this script, it starts out with a sound effect of a phone ringing trying to call someone and then the voicemail starts playing because it indicates that the person could not be reached. A lot of middle class parents have run into the situation where they were trying to reach a babysitter, but can’t find someone on that special occasion. Then you hear Denise say to her husband Dan that she had no luck finding a babysitter. This will draw the audience in through an indulgence appeal because a lot of middle class people are working more often than not to support their families, so they don’t get enjoy some of the pleasures of life as much. It also might add some laughter appeal to the audience that the man is the one that comes up with the idea for the volunteer services because, more often than not, you see women take the responsible role instead of the man. It also meant to be humorous because the husband gets so frustrated about the situation, which most men would tend to toss it to the side and not worry about it. The bell noise is then put in there to show that he has a good idea. This is where Dan introduces United Way Member agencies to the audience to make sure they know what he is talking about. The bell sound right before he speaks points out to the audience that this service is a good idea. Soothing music then comes in to give the PSA a comforting feel to it. The audience should feel comfortable listening to the PSA, so they can feel comfortable in the service. Dan then comes in to voice over the music and to explain the general services that United Way provides. Dan letting the audience know that the services are free also uses the logical appeal of economy.Denise uses the pleasure appeal, laughter, in the end pointing out that her husband actually came up with a good idea. She says this like it is something that doesn’t happen often. To wrap up the PSA the announcer will voice over to explain how you can get ahold of United Way and all of the general details. This will end with the announcer saying the slogan, “United Way: A service that cares” so that this is the last thing the audience hears. If they end up missing the details, at least they will have the slogan to remember. This slogan helps to show the audience that United Way cares about Winona community members and is there to provide services for anyone who needs them. Date: February 7, 2012Client: United Way Member AgenciesDescription: Dramatized PSA CampaignTime: :30TBA: Top of the hour, Monday-FridayStation: WKFX-FM, Rice Lake, WIWriter: Jordan FrisleObjective: Inform the community of the United Way Volunteer Services. SFX: SOUND OF A PHONE RINGING TRYING TO REACH SOMEONE UNTIL THE VOICMAIL STARTSDENISE: No luck, once again, Dan.DAN: So, you’re telling me that we can’t get anyone to watch the kids on our tenth anniversary! Wait!STING: A DOORBELL NOISE DAN: There is this new volunteer place in town called United Way Member Agencies.MUSIC: BIRDS OF A FEATHER “SOOTHING MUSIC” UP :02 AND UNDERDAN(V.O.): They can help us out with general family and youth services! They even provide disability and counseling services. DAN(V.O.): You know the best part about it, honey? It’s free! We could finally have some help with the kids! DENISE(V.O): Wow! My husband actually has a great idea!ANNCR(V.O.): For United Way Volunteer Services, call 507-452-4624, or visit them at 207 Winona Street. United Way: A service that cares. MUSIC: BIRDS OF A FEATHER “SOOTHING MUSIC” UP :02 AND OUTCopy PlatformThis is a 30-second dramatized PSA campaign for United Way Member Agencies to be aired on WCCO, Minneapolis, MN.A. Product Analysis:The Greater Winona Area United Way Member Agencies is introducing a volunteer program that will provide local leadership and promote and support effective volunteerism. United Way is a non-profit organization that helps to invest in other non-profit resources in the community, such as Big Brothers Big Sister, Winona ORD, etc. This organization is paid for through various grants and donations. United way wants to help increase public awareness and show the importance of volunteering in the community. To meet the needs of the center, leaders will recruit and match volunteers to meet the community needs. One of the volunteers centers most important functions, is that it will provide resources, training and technical assistance to agencies and organizations in the areas of resource development, long range planning, budgeting, program development debt management, grant writing and volunteer recruitment and training. The workers that operate the center are made up of volunteers from the community, as well as volunteers from the surrounding areas.The United Way Services is comprised of many different programs to provide different services. These services include: Emergency Assistance Program, Gifts in Kind, Cost reduction service, Federal Emergency Management Act, Venture Grants and the Community Foundation. Information and referral service pone lines are also offered at the center. The information line deals with community events, support groups, landlord/tenant issues and abuse programs. The help line handles relationship/family problems, parenting concerns, depression and pregnancy. The crisis line deals with suicidal feelings, child abuse, sexual abuse, and temporary shelter. These counselors are available to provide the community information, talk over concerns, and give appropriate referrals, confidentially, 24-hours a day. This is not only for Minnesota, but the tri-state area as well. The Volunteer Center is located at 207 Winona St. and can be contacted by telephone by calling (507)-452-4624. The services that the center provides includes: Youth Services, General Family Services, Disability Services and Counseling and Crisis Services.B. Positioning:The current brand image of United Way Member Agencies is that they promote effective volunteerism by reaching people through their slogan. The slogan of the Volunteer Center is “United Way: A service that cares”, which helps to increase public awareness and helps to show the importance of volunteering. The slogan, “United Way: A service that cares” shows that United Way cares about the community and wants to be there to help people. The Volunteer Center should be viewed as a service that will promote local leadership that works to support effective volunteerism. The service strives to provide increased public awareness and help show the importance of volunteering. They are there to provide resources, through different volunteer services and then train the proper volunteer to attend to the community needs. C. Target Audience Analysis:The audience this is directed towards is anywhere between the ages of 25-54 with a high school diploma, who have children in need of the volunteer services, or know of anyone who needs counseling or disabled. The preferred sex targeted would be females because they tend to be the ones to reach out and take advantage of these services. Middle class people with a take-home income of around $30,000-40,000 will be the targeted because, with a volunteer service, they don’t have to pay for service provided. Instead of taking clients to somewhere and paying money out of their pocket, they can take them here for free. We chose to play this PSA during the early-fringe time because we figured that would be the time most parents would be home and watching the news. The kids will also be home from school and possibly watching T.V. with their parents, see the commercial and be influenced to encourage their parents to take them there. It could work from both perspectives.The audience being targeted is usually in need of this kind of service because it is affordable and would like the client to be a part of the services, or they do not have enough time to tend to a clients needs. This service wants to be a service that is seen through the eyes of the audience as a chance to relieve some stress, or gain some personal free time. These people are hard working people and family and/or friends are a large priority in their life. They are usually happy people who look forward to better themselves and everyone around them. The targets decisions are led by their beliefs rather than by desires for acceptance. Simply put, these people care, but just do not have enough time in their schedule to help everyone they would like.D. Statement of Objective:The key fact of the United Way Volunteer Services is that they are here to serve the needs of various groups in the community. The problem is that some of the people that could be taking advantage of these services are unaware of them and, therefore, possibly creating more stress in daily life. The objective is to inform the community of the services and try to get more people involved who pertain to these services. E. Copy Design: For this dramatized commercial, we wanted to give it an “average” couple feel. The client wanted it to relate to the target audience. We consider laughter and economy a part of the appeal for this commercial. Since we were dealing with a target audience in the middle class, the logical appeal will be the main feel for the script.The script starts off with a waist shot of her standing at the counter because we want the viewers to be able to see her body language when she hangs up the phone and tries to act disappointed that they don’t have a babysitter. This is where the emotional appeal of laughter comes in to play because, instead of the wife being excited for their tenth anniversary, it’s the husband. That’s when the camera view goes to a medium shot of the Dan and Denise both at the counter as he crosses his fingers, in hopes they get a babysitter, but then turns into disappointment. This is also the laughter appeal because the husband is the excited one, instead of the wife.As they both are at the counter and you see Dan’s disappointment, but it then switches to just medium shot of Dan because he becomes the main point of focus. The bell sound effect is suppose to be like a light bulb just turned on inside of Dan’s head like he just thought of a great idea. The client wants the audience to picture Dan being very surprised that he actually thought of a good idea and the bell sound also lets the audience know that. When the camera goes back to a medium two shot of Dan and Denise at the counter and he tells her the name of the service, the screen will wipe into a shot of the building so the audience can incorporate the name with an image of the place.The music then comes in to be a bed underneath, so it isn’t just a voice over as the video is playing. Here is where the commercial uses the emotional appeal of enlightenment by Dan telling his wife about the wonderful service in town. Along with it comes the logical appeal of economy because he lets her know that all the services provided there are free. That is a huge incentive for a middle class family to use these services. The script will start to wrap up by Dan saying they can start bringing the kids there and this helps to relate to the target audience, showing them that maybe it is a good Idea to take advantage of the services. We want the camera over the shoulder of Denise to capture Dan’s excitement from her point of view. This will help to capture the appeal of laughter. Then Denise will get the last laugh of the commercial when she compliments Dan, but is talking to the camera (audience). She can’t believe it, so she has to turn to the audience to tell them and that’s what will make that funny. The commercial ends with a graphic because the client wanted the viewers to be able to see all the information and write it down, if need be. Sometimes people can’t hear the commercial, so a graphic is helpful to deliver the information. We also wanted to have to slogan on the graphic because the client felt this was the most important part of the PSA. Date: February 7, 2012Client: United Way Member AgenciesDescription: Dramatized PSA CampaignTime: :30TBA: Early-Fringe Time, Monday-FridayStation: WCCO Minneapolis, MNWriter: Jordan FrisleObjective:To increase the community awareness of the United Way Volunteer Services. VIDEOAUDIOWS OF DENISE NEXT TO COUNTER DENISE: Thanks anyway, Tarra. WITH TELEPHONEM2S OF DENISE ACROSS COUNTERDAN: So, you’re telling me we can’t get anyone FROM HER HUSBAND DANto watch the kids? On our tenth anniversary! Wait!MS OF DANSFX: A BELL NOISE FOR A GOOD IDEAMS OF DAN AND DENISE BACK ATDAN: There is a new volunteer place in town THE COUNTERcalled United Way Member Agencies.WIPE RIGHT INTO A ELS OF BUILDINGMUSIC: INSTUMENTAL BED “INVITING SOUNDS” UP :02 AND UNDERDISS INTO LS FAMILY SERVICEDAN(VO): They can help us out with general BEING PROVIDEDfamily and youth services! WIPE DOWN INTO A LS COUNSELING AND They even provide disability andDISABILITY SERVICES PROVIDEDcounseling services. And you know what honey? It’s free!CUT TO X/S OF DENISE WITH DAN FACINGDAN: We could finally get some help CAMERA with the kids!MS OF DENISE TALKING TO CAMERADENISE: Wow! My husband actually has a great idea! GPX: FOR UNITED WAY VOLUNTEER SERVICESVO: For United Way Volunteer Services, callCALL 507-452-4624 OR VISIT US AT 207WINONA STREET. UNITED WAY: A SERVICE 507-452-4624, or visit us at 207 WinonaTHAT CARES. Street. United Way: A service that cares.MUSIC: UP AND OUT Copy PlatformThis is a copy platform for a 30-second dramatized commercial for the Mass Communications Dept. at Winona State University to be aired on KMFX 102.5 FM Rochester, MN.A. Product AnalysisWinona State University is a university that was established in 1858. With “A tradition of excellence,” Winona State has a number of highly recommended programs. The Mass Communications department at Winona State is a very well established program. Its mission statement is, “To provide students with the concepts and skills necessary to prepare them to critically evaluate and develop media messages, to be socially responsible citizens of todays world, and to advance their chosen careers.” What sets the Mass Communications department apart from the other departments at Winona State is that students excel in academics and the professors are so highly regarded in their field that it is referred to as an Ivy League department. Winona State is different from other Ivy League schools because it is located in the Midwest and not on the East Coast like others. The location will help attract students in the Midwest and the West Coast who don’t want to move out to the East Coast for school. Another difference is that the university is not Ivy League, only one department. This could be seen as a negative factor for Winona State because the other departments will be looked down upon, and people will wonder why only one department is of such a high ranking. The Mass Communications department at Winona State has a wide range of opportunities for students to become a part of and receive hands on experience. There are a lot of different majors for students at Winona State to choose from in the field of mass communications. Winona State offers Advertising, Broadcasting, Journalism, Photojournalism and Public Relations. For students interested in radio there is 89.5-FM KQAL, which is a campus station run by students. For students who are pursuing a career in journalism, WSU offers , which is an innovative multimedia website. It also offers journalism students the Winonan, which is a weekly paper run by students. News 24 is a TV studio where students going for a Broadcasting degree learn how to produce a newscast each week. There is also a wide range of clubs for the students in the Mass Communication department can join. Winona State offers the American Advertising Federation, International Association of Business Communicators, National Broadcasting Society, Public Relations Student Society of America, the Society for Collegiate Journalists, and the National Press Photographers Association. B. PositioningAs an Ivy League department, the Mass Communications department is known for its academic excellence and professors who excel in their field from experience. The department is able to set itself apart from other departments and universities because of this academics and helpful professors. Students will want to go to Winona State University to be a Mass Communications student because they know they will get the best education possible. The Mass Communications department’s niche is that they are a Midwestern University with an Ivy League Mass Communications department. This will attract not only students in the stations broadcasting range, but also any student who doesn’t want to go to school on the East Coast. C. Target AudienceThe target audience for the Mass Communications department at Winona State University is males and females in the Midwest region ages 16-22. These students will be looking for a degree in the Mass Communications field. The students targeted will want to have the opportunity to go to an Ivy League university to receive a prestigious education. These students will come from a wealthy background because Ivy League schools are typically more expensive. Students targeted will need to be goal orientated, outgoing, and work well with other students. These students want to succeed in school and to graduate with a degree and a job. The targeted students will grow up in the suburbs of a big city and are well-rounded students who excel in extra curricular activities as well as in the classroom. Students need to be interested in the field of Mass Communications, more specifically advertising, broadcasting, journalism, photojournalism, and public relations. This commercial will be played between 3 p.m. and 7 p.m., Monday through Friday. It will be played at this time because the target audience will be getting out of school, heading to work, or driving to friends houses during that time. This is when the target audience will be in their vehicles the most during the day.D. Statement of ObjectiveThe key fact is that Winona State University’s Mass Communications department has established itself as an Ivy League department.The ad problem is that the schooling is expensive and in competition with other Ivy League schools.The objective is for the Mass Communications department to promote the great education will get the student a better job after graduating. E. Copy DesignThis 30-second radio commercial is for the Mass Communications Department at Winona State University. The commercial is a testimonial type commercial. There are two people, one man and one woman in the commercial talking about their experiences in the program. The commercial also has an announcer who is talking about the school and introducing the people at the beginning. There is some music to open up the commercial. The music is just soft sounding upbeat music. This music selection will give the commercial an upbeat tone and make it sound more exciting and interesting.The announcer is the first voice heard in the commercial. The announcer begins by introducing who is in the commercial and what they are talking about. This gives the listeners the background knowledge to understand what is being talked about and if the commercial is of interest to them. The first testimonial is from a woman. She says that her experience at Winona State was incredible and that even though her classes were tough and challenged her, she felt the courses helped her reach her full potential. The target audience will like this testimony because it will make them more excited to look at Winona State and the department because this woman had a challenge and rewarding experience.The next is a male testimonial. In this testimonial this man talks about how he was offered a job right after graduating because Winona State prepared him so well for the “real” world. When listeners and potential students hear from this testimony about his immediate job offer, they will be more eager and interested in Winona State because of the job placement is clearly very high.In this commercial the logical appeal of “performance” is used. When looking at Winona State whether it is for Mass Communications or another department, students must ask themselves if Winona State is right for them. Will Winona State be the best university for me? Because the Mass Communications department is so highly regarded as an Ivy League department, many students will answer yes because they want the best education possible. With the logical appeal of “performance” students do not necessarily care about the costs or what it makes them look like, they choose to get the best education possible and that is why they choose Winona State and Mass Communications.The tag phrase is, “Winona State University, where your life begins.” This is a good tag phrase for the target audience because it makes Winona State seem like the one stop for your education and then you move right into your job. It is a very confident sounding tag phrase and makes Winona State seem confident in the education that give their students.Date: March 20, 2012Client: Winona State University Mass CommunicationsDescription: Dramatized commercialTime: :30TBA: Monday – Friday 3 p.m – 7 p.mStation: KMFX 102.5 FM Rochester, MNWriter: Kyle Dimke and Jordan FrisleObjective: To promote the Mass Communications Department at Winona State is an Ivy League department.MUSIC:SOFT INSTRUMENTAL UP :04 AND UNDERANNOUNCER (V.O.):These are actual testimonials from 2011 graduates of Winona State University and the Mass Communications program.WOMAN (V.O.):I had an incredible experience at Winona State University. The courses were tough, but they allowed me to challenge myself to reach my full potential through rigorous work.MAN (V.O.):I was offered a broadcasting job right after graduating because the university prepared me to be more than ready for the workworld.ANNOUNCER (V.O.):When you’re a member of the Mass Communications department at Winona State University, you not only will succeed in the classroom, but you succeed in your career. Winona State University, where your life starts.MUSIC: SOFT INSRUMENTAL UP :02 AND OUT Copy PlatformThis is a 30-second dramatized commercial for the Polo Cologne by Ralph Lauren, to be aired on WCCO, Minneapolis, MN.A. Product Analysis: Polo Ralph Lauren is cologne made by the Ralph Lauren Corporation. The Ralph Lauren Corporation is a luxury clothing and goods company that was started in 1967 by American fashion designer Ralph Lauren. The company began as a line of men’s ties and has grown into a company that makes casual and semi-formal clothing for men and women, as well as, fragrances, accessories, home décor, and housewares. Since the company began, Ralph Lauren has added furniture and operates its own restaurant in Chicago, IL. The company went public in 1997, and now has its headquarters in Midtown Manhattan, New York City. The Ralph Lauren Corporation has its own foundation that sponsors a number of non-profit organizations. Some of the organizations include: The Ralph Lauren Center For Cancer Care and Prevention, The American Heroes Fund, Habitat For Humanity and has its own fashion school.Ralph Lauren offers a large number of colognes. When buying Ralph Lauren cologne a customer has the choice of Big Pony, Red, White and Blue, Polo, Polo Blue, Polo Black, and Double Black, which are all the classic colognes. Customers can also try some of the newer types such as Modern Reserve, Polo Sport, Romance, Purple Label, and Explorer. Prices for these colognes range from $35 to $90. All Ralph Lauren cologne’s are available in major retail stores such as Macys, Bloomingdale’s, Herbergers, or at Ralph Lauren boutique’s or their website. B. Positioning:The Ralph Lauren Corporation wants their consumers to feel good when they use Ralph Lauren cologne. Their company wants to be seen as a classy, yet casual brand of cologne that makes a man smell good and is worth the price. Ralph Lauren sets themselves apart from other brands because they have an established and recognizable name. Ralph Lauren also has sports sponsorships and is a name known throughout the world. Ralph Lauren wants its target audience to view their products as a cologne that is going to make them feel good about themselves, feel classy, make them feel like they are wealthy and that they look good because they smell good. C. Target Audience:The target audience for the Ralph Lauren company is males ages 25-35. These men are out of college, either looking, or holding a full time career with a college degree. The average salary for the audience would be at least $50,000 a year. These men will live in the city or in a surrounding suburb.The target audience is made up of hard working individuals who are most likely interested in sports. They are goal oriented and always looking to advance in their careers, so they want to look professional and show confidence everyday. By using Ralph Lauren Cologne, these men will feel more confident, which will help their career. The men in the target audience may or may not be married or have a family. The target audience will be watching television during the primetime hours of 6 and 10 p.m., Monday through Friday. These men will be home from work, maybe cooking dinner and watching the 6 o’clock news, or maybe sitting down to watch some primetime television. This time of day is when the majority of the target audience will be watching TV.D. Statement Of ObjectiveThe key fact is that Ralph Lauren is a well-established company that has a good reputation. The ad problem is that their cologne is not cheap. The prices for their cologne range from $35 to $90.The objective is to make customers to believe that Ralph Lauren cologne is worth the price because it makes you smell better and feel more confident.D. Copy DesignThis dramatized commercial is for the Ralph Lauren Corporation for their line of cologne’s. The commercial is of a man who is trying to pick up a woman at a bar. The woman does not like the man at first because he is wearing some other type of cologne, but when he is wearing Ralph Lauren cologne she throws herself at him. The commercial opens up with a shot of the man in the restroom at a bar. There are a few different bottles of cologne on the counter and he is deciding which one to choose. This shot sets up the commercial very well because a restroom with cologne in it will instill in the viewers mind that it is a nice upscale place. The man is wearing a tie and this will also give the viewer the knowledge to know it is a nice place.The next shot is of the man grabbing cologne other than Ralph Lauren. This shot will just show that the man is not choosing Ralph Lauren. The next shot is of the man spraying the cologne on himself.Next is the final restroom shot. The man looks at himself in the mirror and fixes his tie. The man thinks that he has made a good choice in cologne.While the man is walking out of the restroom in the next shot, Bryan Adam’s “Run To You,” begins playing. This music will show viewers that he is out of the restroom and that the music is coming from the jukebox or band inside the bar.In the next scene the man is approaching a woman and using a very cheap pick up line. But before he can finish his pick up line the woman cuts him off by saying, “yuck” referring to the mans smell.Now the announcer comes in saying, “Let’s rewind.” The man then appears in front of the mirror again. A freeze frame is used while the announcer says to rewind as to make it seem as if the commercial is a tape able to rewind.When the man is back in front of the mirror in the next scene he reaches for Ralph Lauren cologne instead of the other brand he used previously. The logo is visible so that the viewers know that the man is choosing Ralph Lauren cologne this time. The next scene is a shot of the man looking very satisfied with the smell of the Ralph Lauren cologne and walking out of the restroom with a very satisfied and confident look on his face.The next shot is the man walking out of the restroom again. The Bryan Adam’s song “Run To You” plays again. This is played again to make it seem to the viewer as if the first time had never happened.The next scene is of the man again approaching the woman. The woman turns around before the man says anything however and asks, “what is that smell?!” in a seductive voice. She is very interested in the man now because of the smell of the Ralph Lauren cologne.The next scene is the woman jumping into the man’s arms. This will show viewers that the smell of Ralph Lauren cologne turns women on and that the love the smell of it and will love a man wearing it. The final scene is a graphic with the tag phrase on it. The tag phrase is, “Its not cologne. Its Ralph Lauren.” This tag phrase makes the viewer think. They will wonder what it means and will be intrigued to buy Ralph Lauren and find out what it means. The tag phrase could also make a viewer think that because it is Ralph Lauren, it is better than cologne.The emotional appeal of “Allurement” is used in this commercial. Allurement is used because the commercial it helps to show that wearing this cologne will make you desirable. It is about attracting a woman, so it uses sensation and people interest as well. Date: February 28, 2012Client: Polo Ralph Lauren Description: Dramatized CommercialTime: :30TBA: 6PM – 10 PM Monday -FridayStation: WCCO Minneapolis, MNWriter: Jordan Frisle, Kyle DimkeObjective: To improve sales of Ralph Lauren Cologne to men as well as promote the cologne. VIDEOMS OF MAN STANDING IN FRONT OF MIRROR LOOKING AT COLOGNETS OF MAN’S HAND GRABBING COLOGNE TS OF MAN SPRAYING ON COLOGNEMS OF MAN LOOKING BACK AT MIRROR, FIXES HIS TIE, THEN WALKS OUTLS OF MAN WALKING OUT OF BATHROOM TOWARDS BARM2S OF MAN APPROACHING THE BAR STANDING BY AN ATTRACTIVE WOMANM2S OF WOMAN DISGUSTED AND THEN POURS HER DRINK ON MANFREEZE FRAME OF THE M2S INTO A DISS OF MAN BACK IN BATHROOMMS OF MAN BACK IN FRONT OF MIRRORTS OF MAN HESITATING TO GRAB OLD COLOGNE AND GRABS RALPH LAUREN INSTEADTS OF MAN SPRAYING ON COLOGNEMS OF MAN SATISFIED AND WALKING OUT OF BATHROOMM2S OF MAN APPROACHING BAR STANDING BY ATTRACTIVE WOMANLS OF WOMAN LOOKING AT MAN THEN VISCOUSLY JUMPING ON MAN IN FRONT OF THE BARGPX POLO COLOGNE BY RALPH LAUREN: IT’S NOT COLOGNE, IT’S RALPH LAURENAUDIO MUSIC : BRYAN ADAMS “RUN TO YOU” UP :03 AND UNDERMAN(VO) : Heaven must have left its gates open because I think you’re an angel.WOMAN(VO): Stay away from me. You smell terrible.ANNCR(VO): Wait, lets rewind this…MUSIC : BRYAN ADAMS “RUN TO YOU” UP :03 AND UNDERWOMAN(VO): What is that smell?! Is that you?MAN(VO) :If it is a good smell, then yes.ANNCR(VO) : Polo by Ralph Lauren. It’s not cologne, it’s Ralph Lauren.MUSIC : UP AND OUTCopy PlatformThis is a 30 and 60-second radio campaign for Chevrolet to be aired on WKFX-FM 99.1, Rice Lake, WI.A. Product Analysis:Chevrolet is a company that was formed in the U.S. and has been making cars for nearly 100 years. The company has made a name for itself by being one of the top dealership companies in producing cars, trucks, vans, and SUVs. Chevy has an exciting and innovative lineup of vehicles, the best coverage in the business, and a strong dealership network. Chevy strives to create and maintain loyal customers for a long time by producing quality vehicles. One of Chevrolet’s most recent creations is the 2012 Silverado 1500, which was introduced in 2011.The 2012 Silverado has added new features to make it somewhat different from the previous Silverado 1500 models. This year they added a new chrome mesh grill to the model, plus a silver-painted lower fascia that GM says makes the truck a bit more aerodynamic on 2-wheel drive models, which don’t include tow hooks. A new 20-inch chrome-clad alloy wheel design is also available for the 2012. Four new colors have been added including: Silver Ice Metallic, Mocha Steel Metallic, Carbon Flash Metallic, and Graystone. Inside the truck are two new interior combinations, which include: Dark Titanium/Light Titanium and Dark Cashmere/Light Cashmere. Base model Silverado’s gain standard cruise control and a spare tire lock, but the LTZ can be equipped with heated and air-conditioned front seats. There are 170 degree opening extended cab doors for easy loading, locking under seat storage, dual glove boxes, near-flat load floors in crew cabs, and one-hand flip up rear bench seats. Some of the features in the new Silverado according to are: a new navigation and entertainment system with traffic and weather updates, Onstar, vehicle diagnostics, Bluetooth wireless technology, and a rear vision camera.The 2012 has three different cab choices: two door regular-cab, the extended cab with small rear-hinged back doors, and crew cab with four regular sized doors. The regular cab can fit the standard amount of three people and the extended cabs can fit up to six. The regular cab cargo beds come in 5-foot-8-inch and 8-foot lengths and the extended cabs cargo beds come in the 5-8, 8-foot and a 6-foot-6-inch bed, as well. According to all three models of the Silverado are built with a Vortec 5.3L V8 engine that produces 300 pounds of horsepower and 300 pounds per foot of torque. You can also upgrade to the 6.2L Vortec V8 that produces 403 horsepower and 417 pounds per foot of torque. The extended cabs are capable of pulling 1,908 pounds and the crew cab is capable of pulling 1,937 pounds.One of the weak selling points for the Silverado is the fuel economy of these trucks is not the greatest. Another weakness of the 2012 is that it is not that different from the 2011 because the main focus for Chevrolet is to re-invent the Silverado for the 2013 model. The strongest selling point is that the truck is reliable, durable and will accomplish most any job you put it up against. The main competitors for the Chevrolet include: Ford, Dodge, Toyota, Nissan and Honda. You can buy a 2012 Silverado at any local Chevrolet dealership and owners can customize their own style of 1500 through their website. To ensure safety for the drivers, the truck has an electronic stability control system to keep drivers on the road, and in control. The six airbags stayed the same as the 2011 model; along with the high strength steel safety cage that has strategically placed crush zones. B. Positioning Statement: Chevrolet wants to be seen by drivers as the most reliable and durable brand producing top quality trucks. Chevy seeks to produce trucks that will last, are affordable, and that consumers know their truck will get the job done comfortably. The campaign is designed to convince drivers that they will receive a top-notch quality truck, for a reasonable price, that can finish most any job you need it to. In order to convey this message the campaign will use actor/director Clint Eastwood and will demonstrate many of the top qualities and features of the 2012 Silverado.C. Target Audience Analysis:Chevrolet’s primary target audience would be males between the ages of 30 to 40-years-old. These people are looking for a truck like the Silverado to help them move big objects like machinery, equipment, lumber, etc. This truck is suitable for both single men as well as men with families. The age of the target audience was based on their estimated income and whether they could afford this vehicle. Most people the ages 30-40-years-old have an established life and can afford a new truck. The low fuel economy that the truck offers will also help to save them money. The target audience is out of college and has a full-time job to make the monthly payments. The audience generally makes about $40,000-$50,000 dollars a year and have a job that requires them to have a truck. These people will most likely live in an area that will get snow for part of the year, and a truck would be the safest thing to drive because of the 4-wheel-drive.The target audience will have a good work ethic and are willing to help people when need be. They like to spend a lot of their time outdoors, which is also why a truck is useful for these people. This campaign will be aired once every half an hour between 2:30 p.m. and 6:30 p.m. This time was chosen because during this time the target audience will be leaving work and most likely in their cars. The campaign will be played every half an hour because it will increase the chances of the target audience hearing it.D. Statement of ObjectiveThe key fact is that the Chevy Silverado 1500 is a high-quality, reliable, and durable truck that can withstand most anything you put against it, all for a reasonable price.The ad problem is that there are other car companies that also claim to have high-quality trucks that can finish any job you put it up against. This makes it difficult for the Silverado to stand out from other trucks.The ad objective is to make this truck stand out from all the other trucks by showing consumers how this truck is a high quality, reliable, and more durable truck than other companies.E. Copy Design:30-Second Radio SpotThis dramatized campaign is about Clint Eastwood describing how his Chevy Silverado is tough. Through this he tells an F-150 driver about the engine power and some of the new features in the Silverado. We decided to use Clint Eastwood in our campaign because he is portrayed as a tough character in his movies and the viewers will then associate toughness with the Silverado because Clint Eastwood drives one.The first sound effect heard in the campaign is the sound of cars driving in the distance. This sound paints the backdrop of being outdoors and in a parking lot, which is where the commercial takes place. This sound effect will play throughout the commercial because this scene never changes. The next sound effect that you hear is running footsteps. The footsteps will get louder to signify that they are getting closer to the microphone, stopping at the loudest point. When the footsteps stop a man will be the first one to speak. The man will say, “Whoa, Clint Eastwood. You drive a Silverado?” This shows that this man is a fan of Clint Eastwood, interested in what he is driving and will introduce Clint Eastwood as a character. Before Clint Eastwood answers, you heard the sound of a tailgate slamming shut. This sound effect gives the listener the idea that Clint Eastwood just put something in the back of his truck. Eastwood then answers the man by saying, “What else would I drive?” This question makes the listener intrigued, wondering why he wouldn’t drive anything else. Eastwood then tells the man and listeners about the engine specifics.Next the man is stumbling over his words because he doesn’t know how to answer Eastwood. Before he gets a chance to answer Eastwood interrupts the man with a question with a question about the man’s vehicle. Eastwood assumes that the man is driving a car that women would drive. This is to portray that Eastwood is making fun of what the man drives.The man says he drives a F-150, which is a Ford vehicle and the biggest competition for the Chevrolet company. Clint Eastwood is asking if his F-150 has a rear vision camera, navigation and entertainment system, or a WiFi mobile hot spot. This will tell the listener about some of the new features that are in the new 2012 Silverado, as well as make the F-150 seem as if it has none of these features. The man answers saying that his F-150 has none of these features, which helps to point out the better qualities the Silverado has over the competition. Next you hear a sound effect of Eastwood’s truck door slamming shut and the truck starting up. This tells the listeners that Eastwood is getting into his truck and starting to leave. At the same time as the sound effect is happening, Eastwood says, “So why would I drive anything else?” This relates back to the man’s first question and the first question posed by Clint Eastwood in the beginning of the commercial.Next is the sound effect of the truck driving away. An announcer then comes in to say that the Chevy Silverado is one tough truck. This is the theme of our campaign. The toughness of the Silverado is the point of the entire campaign. Lastly Clint Eastwood says the tag phrase, “What do you drive, punk?” This question is asked to the target audience to get them thinking about how their truck compares to the Silverado. This campaign uses the emotional appeal of “people interest” because of Clint Eastwood. Because Clint Eastwood is a popular actor/director and drives a Chevy, other people are going to want to drive a Chevy. People who want to be seen as rough and tough like Clint Eastwood will take interest to a rough and tough truck like a Silverado.The P.U.N.C.H. approach is used in this commercial by: Product Specifications: The commercial talks about the engine specifics and the new features inside the truck.User Experience: Clint Eastwood drives a Silverado and makes it seem better than the rest of the competition.Notable Competitive Advantage: The 2012 Silverado has all features in it that the competition doesn’t have.Cost/Value Ratio: The Silverado is a very affordable truck starting at $22,195, especially for being brand new.Heightened Listener Benefit: The Silverado offers it’s owners features inside the truck that other cannot offer.Poetic packaging is used because our key subject is the Silverado. The key element we want to highlight is the features in the truck that the competition doesn’t have. The key element for the benefit of the listener will be Clint Eastwood telling the listener all of the great things the truck has.60-Second Radio SpotThis dramatized commercial has Clint Eastwood describing the benefits of the new 2012 Chevy Silverado to the target audience. It is also shown as a rough and tough truck, much like Clint Eastwood himself. We used Clint Eastwood as our talent because he is portrayed as a tough character in his films and this helps to give the image that this truck is also tough.The commercial starts with Eastwood saying, “The All-New 2012 Chevy Silverado is tough.” This tells the audience that Eastwood thinks the truck is tough, which will hopefully make the audience believe throughout the commercial. This also sets the backdrop that the commercial will be about a Chevy Silverado and that the audience can expect to hear more about it.Next is a sound effect of a trailer locking onto the hitch of a truck. This helps to paint the backdrop that Eastwood is next to the truck that he will be describing and that the truck will be towing something. The viewers do not know what or how much weight he is towing, but they know it can tow something. The next thing Eastwood says that the truck can tow nearly 11,000 pounds. This is a great example in relation to the truck and how it is tough. It shows the truck has the ability to handle a large project. Then the commercial goes into a sound effect of an engine revving. This is to catch the audience’s attention by showing the trucks power just by the sound of the engine. Right after hearing the engine rev up, Eastwood uses this as a transition into talking about the engine specifications. The sound of the engine revving turns their attention to the motor. Eastwood answers the most basic questions that people ask about the engine. He lets the audience know that it is a 6.2 Liter V8 engine with over 400 horsepower.Next is a sound effect of an engine revving for a second to keep the audience’s attention still toward the power of the vehicle. Eastwood then puts the towing capacity and the engine specifications together in a statement form an analogy to put a humorous image in their head. Because Eastwood is portrayed as such a tough guy it will catch the audience off guard when he starts talking about Barbie houses. This will also tell the audience that this truck is able to get the job done unlike the truck they may be driving.Then there is a sound effect of Eastwood doing a little chuckle to show that he is messing with the audience and make them want the vehicle even more. The campaign uses that to then compare the Silverado to other competitor’s trucks. Eastwood explains that the Silverado gets better fuel economy on the highway. He then tells the audience that the truck gets 22 miles per gallon on the highway to give them a fact about the fuel economy. Eastwood also mentions the new features like heated and cooled seats and navigation system to give the audience a luxurious feel. It shows the audience they could live that luxurious lifestyle if they have this truck.Right when Clint finishes talking about the nice, new features there is a sound effect of a computer saying, “The current temperature is…” It shows the audience that it’s is so nice of a vehicle, even the navigation system will talk to you. The sound of this exciting new technology will intrigue the target audience to want to have this truck.Next there is a sound effect the Silverado revving up. This is meant to turn the audience’s attention toward the power of the truck, so commercial can demonstrate another new feature. Eastwood then uses this sound effect to tell the audience there is also a rear vision camera, so you can see the trucks behind you. This will show that this truck is faster and more powerful than other trucks on the road. Then an announcer comes in to repeat that it is a 2012 Chevy Silverado 1500, so the audience will remember this truck. The announcer also tells the audience that is starting at a reasonable price of $22,195. This shows Chevy’s price compared to the competition.The commercial then starts to wrap up with a sound effect of the Silverado’s engine revving to pass another truck. By this time, we want the audience to feel like they are riding in the truck with Eastwood as he goes to pass another vehicle. Another sound effect follows of the truck coming to an abrupt halt on a gravel road. This will show the audience that something serious is about to happen, so it draws them in to give their full attention to the commercial.Lastly the commercial ends with the tag phrase from Eastwood where he says, “What do you drive, punk?” This will make the audience ask what they are driving as compared to what they could be driving. It will help to intrigue the audience to want the truck even more. This is also a vintage Clint Eastwood quote, so it will bring the audience back to the appeal of “people interest”.This campaign uses the emotional appeal of “people interest” because of Clint Eastwood. Because Clint Eastwood is a popular actor/director and drives a Chevy, other people are going to want to drive a Chevy. People who want to be seen as rough and tough like Clint Eastwood will take interest to a rough and tough truck like a Silverado.The P.U.N.C.H. approach is used in this commercial by: Product Specifications: The commercial talks about the engine specifics and the new features inside the truck.User Experience: Clint Eastwood drives a Silverado and makes it seem better than the rest of the competition.Notable Competitive Advantage: The 2012 Silverado has all features in it that the competition doesn’t have.Cost/Value Ratio: The Silverado is a very affordable truck starting at $22,195, especially for being brand new.Heightened Listener Benefit: The Silverado offers it’s owners features inside the truck that other cannot offer.Poetic packaging is used because our key subject is the Silverado. The key element we want to highlight is the features in the truck that the competition doesn’t have. The key element for the benefit of the listener will be Clint Eastwood telling the listener all of the great things the truck has.Date: April 12, 2012Client: ChevroletDescription: Dramatized CampaignTime: :30TBA: Once every half hour between 2:30 PM and 6:30 PMStation: KMFX 102.5 FM Rochester, MNWriter: Kyle Dimke and Jordan FrisleObjective: To tell listeners about the new Chevy Silverado coming outand persuade them to go purchase one.SFX: CARS DRIVING IN THE DISTANCE UP SFX: RUNNING FOOTSTEPS GETTING CLOSER TO MIC MAN (V.O.) : Woah! Clint Eastwood. You drive a Silverado?SFX: TAILGATE SLAMMING SHUTCLINT (V.O.) : What else would I drive? My Silverado has a 6.2 Liter V-8 engine and over 400 horse power.MAN (V.O.) : Well, uh,--CLINT (V.O.) : You probably drive some little chick car. Don’t ya?MAN (V.O.) : I drive an F-150.CLINT (V.O.) : Does your F-150 have a rear vision camera, a new navigation and entertainment system, and a Wi-Fi mobile hotspot? MAN (V.O.) : Well, no. I don’t have any of that.SFX: DOOR TO TRUCK CLOSING SHUT AND A TRUCK ENGINE STARTINGCLINT (V.O.) : So why would I drive something else?SFX: TRUCK DRIVING AWAYANNCR (V.O.) : The 2012 Chevy Silverado 1500 is one tough truck starting at $22,195.CLINT (V.O.): What do you drive, punk? SFX: CARS DRIVING IN THE DISTANCE FADE OUTDate: April 12, 2012Client: ChevroletDescription: Dramatized CampaignTime: :60TBA: Once every half hour between 2:30 PM and 6:30 PMStation: KMFX 102.5 FM Rochester, MNWriter: Kyle Dimke and Jordan FrisleObjective: To tell listeners about the new Chevy Silverado coming out and to persuade them to go purchase one.CLINT :The All-New 2012 Chevy Silverado is tough.SFX:TRAILER LOCKING ONTO HITCH OF TRUCK UP :02 AND OUTCLINT :With a towing capacity of nearly 11,000 pounds,SFX:ENGINE REVING UP CLINT :And a 6.2 Liter V8 engine with over 400 horsepower,SFX:ENGINE REVING UP CLINT :This Silverado makes hard jobs look like your towing around your sister’s Barbie house.SFX:CLINT EASTWOOD DOES A LITTLE CHUCKLE CLINT :The full size Silverado offers better fuel economy than Ford, Dodge, and Toyota at 22 miles per gallon highway. The new Silverado has heated and cooled seats, and a new entertainment and navigation system that gives me traffic and weather reports.SFX:COMPUTER SAYING “THE CURRENT TEPURATURE IS”SFX:TRUCK REVING ITS ENGINE TO PASS ANOTHER TRUCK CLINT (VO) :And a rear vision camera, so I can see those other trucks behind me.ANNCR (VO) :The All-New 2012 Chevy Silverado 1500. Starting at $22, 195. SFX:TRUCK REVING ITS ENGINE TO PASS ANOTHER TRUCK OUTSFX:TRUCK SLAMMING ON IT’S BRAKES AND COMING TO A SCREECHING STOP ON A GRAVEL ROUNDCLINT :What do you drive, punk? Copy PlatformThis is a 30 and 60-second TV campaign for Chevrolet to be aired on WCCO Minneapolis, MNA. Product Analysis:Chevrolet is a company that was formed in the U.S. and has been making cars for nearly 100 years. The company has made a name for itself by being one of the top dealership companies in producing cars, trucks, vans, and SUVs. Chevy has an exciting and innovative lineup of vehicles, the best coverage in the business, and a strong dealership network. Chevy strives to create and maintain loyal customers for a long time by producing quality vehicles. One of Chevrolet’s most recent creations is the 2012 Silverado 1500, which was introduced in 2011.The 2012 Silverado has added new features to make it somewhat different from the previous Silverado 1500 models. This year they added a new chrome mesh grill to the model, plus a silver-painted lower fascia that GM says makes the truck a bit more aerodynamic on 2-wheel drive models, which don’t include tow hooks. A new 20-inch chrome-clad alloy wheel design is also available for the 2012. Four new colors have been added including: Silver Ice Metallic, Mocha Steel Metallic, Carbon Flash Metallic, and Graystone. Inside the truck are two new interior combinations, which include: Dark Titanium/Light Titanium and Dark Cashmere/Light Cashmere. Base model Silverado’s gain standard cruise control and a spare tire lock, but the LTZ can be equipped with heated and air-conditioned front seats. There are 170-degree opening extended cab doors for easy loading, locking under seat storage, dual glove boxes, near-flat load floors in crew cabs, and one-hand flip up rear bench seats. Some of the features in the new Silverado according to are: a new navigation and entertainment system with traffic and weather updates, Onstar, vehicle diagnostics, Bluetooth wireless technology, and a rear vision camera.The 2012 has three different cab choices: two door regular-cab, the extended cab with small rear-hinged back doors, and crew cab with four regular sized doors. The regular cab can fit the standard amount of three people and the extended cabs can fit up to six. The regular cab cargo beds come in 5-foot-8-inch and 8-foot lengths and the extended cabs cargo beds come in the 5-8, 8-foot and a 6-foot-6-inch bed as well. According to , all three models of the Silverado are built with a Vortec 5.3L V8 engine that produces 300 pounds of horsepower and 300 pounds per foot of torque. You can also upgrade to the 6.2L Vortec V8 that produces 403 horsepower and 417 pounds per foot of torque. The extended cabs are capable of pulling 1,908 pounds and the crew cab is capable of pulling 1,937 pounds.One of the weak selling points for the Silverado is the fuel economy of these trucks is not the greatest. Another weakness of the 2012 is that it is not that different from the 2011 because the main focus for Chevrolet is to re-invent the Silverado for the 2013 model. The strongest selling point is that the truck is reliable, durable and will accomplish most any job you put it up against. The main competitors for the Chevrolet include: Ford, Dodge, Toyota, Nissan and Honda. You can buy a 2012 Silverado at any local Chevrolet dealership and owners can customize their own style of 1500 through their website. To ensure safety for the drivers, the truck has an electronic stability control system to keep drivers on the road, and in control. The six airbags stayed the same as the 2011 model, along with the high strength steel safety cage that has strategically placed crush zones. B. Positioning Statement: Chevrolet wants to be seen by drivers as the most reliable and durable brand producing top quality trucks. Chevy seeks to produce trucks that will last, are affordable, and that consumers know their truck will get the job done comfortably. The campaign is designed to convince drivers that they will receive a top-notch quality truck, for a reasonable price, that can finish most any job you need it to. In order to convey this message the campaign will use actor/director Clint Eastwood and will demonstrate many of the top qualities and features of the 2012 Silverado.C. Target Audience Analysis:Chevrolet’s primary target audience would be males between the ages of 30 to 40-years-old. These people are looking for a truck like the Silverado to help them move big objects like machinery, equipment, lumber, etc. This truck is suitable for both single men as well as men with families. The age of the target audience was based on their estimated income and whether they could afford this vehicle. Most people the ages 30-40-years-old have an established life and can afford a new truck. The low fuel economy that the truck has will help to save them money. The target audience is out of college and has a full-time job to make the monthly payments. The audience generally makes about $40,000-$50,000 dollars a year and have a job that requires them to have a truck. These people will most likely live in an area that will get snow for part of the year, and a truck would be the safest thing to drive because of the 4-wheel-drive.The target audience will have a good work ethic and are willing to help people when need be. They like to spend a lot of their time outdoors, which is also why a truck is useful for these people. This campaign will be aired once every half an hour between 6 p.m. and 10 p.m. This time was chosen because during this time the target audience will be at their homes and watching the news or primetime television. The campaign will be played every half an hour because it will increase the chances of the target audience hearing it.D. Statement of ObjectiveThe key fact is that the Chevy Silverado 1500 is a high-quality, reliable, and durable truck that can withstand most anything you put against it, all for a reasonable price.The ad problem is that there are other car companies that also claim to have high-quality trucks that can finish any job you put it up against. This makes it difficult for the Silverado to stand out from other trucks.The ad objective is to make this truck stand out from all the other trucks by showing consumers how this truck is a high quality, reliable, and more durable truck than other companies.E. Copy Design30-second TV SpotThis dramatized commercial is about Clint Eastwood describing how his 2012 Chevy Silverado is tough. In the commercial Eastwood is talking to a fan of his about why he drives a Silverado. We chose to use Clint Eastwood as the spokesperson because he is always portrayed as a tough person and the theme of the campaign is that the Silverado is tough. Clint Eastwood gives viewers the impression that the truck is tough like Eastwood is.The commercial begins with a wide shot of a Chevy Silverado parked in a parking lot. Clint Eastwood is towards the back of the truck shutting the tailgate and a man is running into the frame. When the man gets close to the truck he says to Clint Eastwood, “You drive a Silverado?” The man asks the question to Eastwood in a way like, “Why do you drive a Silverado?” In the next scene Eastwood next turns around from shutting his tailgate to answer the question by saying, “What else would I drive?” After Eastwood asks the question to the man, he goes on to describe the engine specifics. By telling the audience that the engine is a 6.8 Liter V-8 with over 400 horsepower, the target audience will be enticed to hear more.The next scene is of the man stumbling over his words. The man can’t get a sentence out before Clint Eastwood comes back at him with a question of his own. Eastwood asks, “You probably drive some little chick car. Don’t ya?” This question is basically making fun of the man. The shot is of Eastwood’s face. The serious look on Eastwood’s face makes the man in the commercial and the audience realizes that Eastwood is very serious with the question. The next scene is the man answering Eastwood’s question saying, “I drive an F-150.”The next scene transitions in the truck. The shot is a medium shot panning across the dashboard showing the features that Clint Eastwood is telling the man about. The dialogue during the shot is Eastwood explaining to the man about a new rear vision camera, navigation and entertainment system, and a WiFi mobile hotspot. All these features are in the truck are features that are not offered in the Ford.After a dissolve into a tight shot on the man’s face, viewers can tell his Ford doesn’t have the features based on the look on his face. The next shot goes back to Eastwood. The shot is of him closing the door to his truck and looking out his window at the man. Eastwood asks, “So why would I drive something else?” The question makes all viewers think to themselves why would they drive something that doesn’t offer them what the Silverado offers them? Next an announcer comes on saying, “The 2012 Chevy Silverado is one tough truck starting at $22,195.” Having the announcer in the commercial breaks up Eastwood’s dialogue. Giving the price of the Silverado tells the target audience how affordable the truck is. This scene has Eastwood driving away out of the frame and a wipe comes across the screen from the right.After the wipe is a tight shot on Clint Eastwood’s head. Eastwood is staring into the camera. Having Eastwood look straight into the camera makes it look like he is talking to the viewers watching the commercial.This campaign uses the emotional appeal of “people interest” because of Clint Eastwood. Because Clint Eastwood is a popular actor/director and drives a Chevy, other people are going to want to drive a Chevy. People who want to be seen as rough and tough like Clint Eastwood will take interest to a rough and tough truck like a Silverado.The DDQ method is used in the campaign. The subject for this campaign is the 2012 Chevy Silverado. Its key attributes are the new features in the truck. There are many benefits from the attribute like rear view camera to see if there are things behind your truck when in reverse, the new entertainment system can give weather and traffic updates as well. The scene that makes the benefit most tangible is the shot that pans across the dashboard in the truck. The scene shows the viewer how nice the new features are and how good they look in the truck.Poetic packaging is demonstrated because the key subject is the Silverado. The key element we want to highlight is the features in the truck that the competition doesn’t have. The key element for the benefit of the listener will be Clint Eastwood telling the listener all of the great things the truck has.60-Second TV SpotThis dramatized commercial is about Clint Eastwood describing how his 2012 Chevy Silverado is tough. We chose to use Clint Eastwood as the spokesperson because he is always portrayed as a tough person and the theme of the campaign is that the Silverado is tough. Clint Eastwood gives viewers the impression that the truck is tough like Eastwood is.The spot begins with a shot of the 2012 Silverado driving in a muddy field. The truck is bouncing all over and kicking up mud and dirt. Clint Eastwood begins as a voiceover on the commercial. He begins by saying, “The All-New Chevy Silverado is tough.” Right at the beginning of the commercial the audience is introduced to the product and to the voice. Clint Eastwood has a distinct voice and anyone in the target audience should know his voice. The next shot is again in the field with the Silverado kicking up dirt but now we see that it is pulling a hay trailer. By showing the trailer being pulled in the tough terrain of the field. This shot further presents and proves the fact that the Silverado is a tough truck. During this shot the voice over from Eastwood says that the Silverado has a towing capability of over 11,000 pounds. The dialogue goes along with the scene on screen at the time as well because the Silverado is towing the trailer.The next scene is a panning shot across the engine of the Silverado. Eastwood is still doing voice over and giving the viewers the specifics on the engine. Telling the target audience the specifics the details of the engine will help them decide if the truck is right for them. The next scene on screen is Clint Eastwood actually driving his own 2012 Silverado. Eastwood is his truck saying, “This Silverado makes hard jobs look like your towing around your sister’s Barbie house.” This quote from Eastwood has a little humor in it, but also once again tells the target audience about the toughness and strength that the Silverado offers. The next shot is a wide shot of a Silverado with an attached horse trailer parked in front of a barn. During this scene on screen, Eastwood is once again a voice over. During this shot Eastwood is telling viewers about the miles per gallon. The Silverado get better fuel economy than Ford, Dodge, and Toyota. When a viewer hears that the Silverado gets better MPG’s than the competition they will be more interested because gas mileage is very important now-a-days because gas is so expensive.The next few scenes are shots of the interior of the Silverado. The first one is a dissolve from the truck in front of the barn into a panning shot of the front seats. While panning across the seats Clint Eastwood has the voiceover telling viewers the Silverado has heated and cooled seats. The next shot is a panning shot across the dashboard. While panning across the dash Eastwood’s voice over will talk about the new entertainment and navigation system, which gives traffic and weather reports. The next shot is a wide shot of Eastwood in his Silverado passing a Ford truck. While he is passing the Ford he talks about another new feature being a rear vision camera, which he uses to look at the trucks as he passes them. One of the last shots in the commercial has an announcer repeating to viewers what the commercial was for and also telling them the base price for a new 2012 Chevrolet Silverado. By telling the price potential buyers are either more intrigued by the price, or instantly turned off by the price. The shot on screen during the announcer’s voiceover is a wide shot of Clint Eastwood’s Silverado with his horse trailer on the back. Eastwood is shutting the tailgate to his truck and then getting into the drivers seat.The last shot in the commercial is a wipe from Eastwood driving his truck out of the frame into a tight shot of Eastwood looking into the camera. When he is looking into the camera he says the tag phrase of the campaign, “What do you drive, punk?” This is the tag phrase because “punk” is a phrase Clint Eastwood is known for and it is a phrase that will stick with the viewers.This campaign uses the emotional appeal of “people interest” because of Clint Eastwood. Because Clint Eastwood is a popular actor/director and drives a Chevy, other people are going to want to drive a Chevy. People who want to be seen as rough and tough like Clint Eastwood will take interest to a rough and tough truck like a Silverado.The DDQ method is used in the campaign. The subject for this campaign is the 2012 Chevy Silverado. Its key attributes are the new features in the truck. There are many benefits from the attribute like rear view camera to see if there are things behind your truck when in reverse, the new entertainment system can give weather and traffic updates as well. The scene that makes the benefit most tangible is the shot that pans across the dashboard in the truck. The scene shows the viewer how nice the new features are and how good they look in the truck.Poetic packaging is demonstrated because the key subject is the Silverado. The key element we want to highlight is the features in the truck that the competition doesn’t have. The key element for the benefit of the listener will be Clint Eastwood telling the listener all of the great things the truck has.Date: April 12, 2012Client: ChevroletDescription: Dramatized CampaignTime: :30TBA: Every half hour between 6 p.m. and 10 p.m.Station: WCCO Minneapolis, MNWriter: Kyle Dimke and Jordan FrisleObjective: To tell listeners about the new Chevy Silverado coming out and to persuade them to go purchase one.VIDEOWS OF CHEVY SILVERADO PARKED IN PARKING LOT CLINT EASTWOOD CLOSING TAILGATE. MAN RUNNING INTO FRAMEMS OF EASTWOOD SLAMMING TAILGATE SHUT AND TURNING AROUND SLOWLY TO LOOK AT MAN.TS OF MAN STUMBLING OVER HIS WORDS.TS OF CLINT EASTWOOD’S FACE. TS OF MAN’S FACE.MS PANNING ACROSS DASHBOARD SHOWING FEATURES.DISS TO TS OF MAN’S FACE. DISAPPOINTED LOOK ON IT.MS OF EASTWOOD CLOSING DOOR LOOKING OUT THE WINDOW AT THE MAN.WS OF SILVERADO DRIVING AWAYWIPE TO TS ON CLINT EASTWOOD’S FACE SLOWLY ZOOMING IN. HE IS LOOKING INTO THE CAMERAAUDIOMAN : Woah! Clint Eastwood. You drive a Silverado?CLINT : What else would I drive? My Silverado has a 6.2 Liter V-8 engine and over 400 horse power.MAN : Well, uh,--CLINT : You probably drive some little chick car. Don’t ya?MAN : I drive an F-150.CLINT : Does your F-150 have a rear vision camera, a new navigation and entertainment system, and a Wifi mobile hotspot? MAN : Well, no. I don’t have any of that.CLINT : So why would I drive something else?ANNCR : The 2012 Chevy Silverado is one tough truck starting at $22,195.CLINT : What do you drive, punk?Date: April 12, 2012Client: ChevroletDescription: Dramatized CampaignTime: 60TBA: Every half hour between 6PM and 10PMStation: WCCO Minneapolis, MNWriter: Kyle Dimke and Jordan FrisleObjective: To tell listeners about the new Chevy Silverado coming out and to persuade them to go purchase one.VIDEOWS OF CHEVY SILVERADO BOUNCING AROUND IN A MUDDY FIELD WS OF SILVERADO TOWING A HAY TRAILERMS PANNING ACROSS THE ENGINETS OF CLINT EASTWOOD DRIVING SILVERADO WS OF SILVERADO PARKED INFRONT OF A BARN WITH A HORSE TRAILER ATTACHED TO IT.DISS INTO TS PANNING ACROSS FRONT SEATSTS PANNING ACROSS THE DASHBOARDWS OF SILVERADO PASSING A FORD TRUCK ON THE ROADWS OF CHEVY SILVERADO WITH HORSE TRAILER. CLINT EASTWOOD CLOSING TAILGATE AND GETTING INTO TRUCK.WIPE TO TS ON CLINT EASTWOOD’S FACE. LOOKING INTO THE CAMERAAUDIOCLINT (VO) :The All-New Chevy Silverado is tough.CLINT (VO) :With a towing capacity of nearly 11,000 pounds,CLINT (VO) :And a 6.2 Liter V8 engine with over 400 horsepower,CLINT :This Silverado makes hard jobs look like you’re towing around your sister’s Barbie house.CLINT (VO) :The full size Silverado offers better fuel economy than Ford, Dodge, and Toyota at 22 miles per gallon highway.CLINT (VO) :The new Silverado has heated and cooled seats, CLINT (VO) :A new entertainment and navigation system that gives me traffic and weather reports, CLINT (VO) :And a rear vision camera so I can see those other trucks behind me.ANNCR (VO) :The All-New 2012 Chevy Silverado 1500. Starting at $22, 195. CLINT :What do you drive, punk?Copy PlatformThis is a 5-minute 5 p.m. radio newscast for “WKFX Newsline at Five,” to be aired on WKFX 99.1 FM, Rice Lake, WI.Product Analysis:WKFX 99.1 is a hit classic rock radio station that plays the most popular classic rock music in Rice Lake and most of Northwest Wisconsin. The most popular listening times for this station are around 8 a.m. and 5 p.m. This 24-hour service station and to make it a complete and reliable station, there is a newscast every night, WKFX Newsline at Five.This nightly newscast provides listeners with the most up-to-date local, national and international news, as well as the top headlines in sports. The newscast is played at 5 p.m. because that is when most listeners will be driving home from work, listening to the station.The station gathers many of its credible news sources from newspapers and online sources such as USA Today, Winona Daily News, CNN and the Associated Press.We chose to use the title “WKFX Newsline at Five” because it lets the listener know that we are about to enter a more serious portion of the show. We wanted a more serious title for the show, so listeners know that they are leaving the songs they know, love and grew up to and entering into a more serious portion of the show. For those that are not familiar with the station, the title includes the name of the station and the time they can listen in to the newscast.The competition comes from other mass media sources that also provide news. These mediums include television and newspapers, but the competition we are most concerned about is from other radio station newscasts. We set our newscast apart by providing the listeners the newscast at a time we feel is convenient for our listeners. This time, as stated before, is around 5 p.m. when the audience is most likely to be driving home from work. This is also convenient because instead of waiting till they get home to watch the news on television, listeners can get the most up-to-date news on their way home from work.Positioning Statement:WKFX is viewed as a station that gives the target audience the most credible up-to-date news at a time that is most convenient. Listeners can expect to hear their favorite classic rock throughout most of the day, but at 5 p.m. they can expect to be informed of the world around them with our newscast. Target Audience Analysis:Our target audience for the newscast will be people over the age of 24. We picked this age group because people who are of that age, generally, have an established life and are concerned about what is happening in their local areas as well as the rest of the world. The majority of our target audience will be lower to middle class people who have received some sort of education, whether it is high school, or beyond.Because the audience will generally be older people, our stories will be aimed towards what interests them. We pick stories that people of this age group can relate to and further enlighten their knowledge of the world around them.These people may tend to be a bit nosey at times because they want to be informed of anything around them. They have a good work ethic and are usually social and keep other people updated on newsStatement of Objective: The key fact is, “Newline at Five” provides the most up-to-date and relevant newscast at a convenient time to our audience, so they are able to hear it.The ad problem is that there are other local radio stations that also provide newscasts similar to ours.The objective is to attract listeners and keep them informed by providing them with important news in a way that entertains the audience, at a convenient time.Copy Design:For our lead announcer we chose to go with Mike Goldberg, who has announced many different events and is well known for his distinct booming voice. We feel his voice will grab the listener’s attention as well as deliver the news in a crisp, clear fashion. As a counter to that, we have Jordan Frisle who present more of a laid back feel. We will have him doing the sports stories and the kickers because his style of presentation will fit best with these stories.The appeal we are using for our newscast is enlightenment. We chose this appeal because that is what we are attempting to accomplish through this newscast. We want inform the community of important local stories as well as stories from around the world.The newscast starts with music, which is the news jingle for the station. This jingle will help grab the audience’s attention because a new jingle has somewhat of a recognizable tone to it. The audience can expect that we will be going into a more serious portion of the day with this newscast.The first announcer to talk is Mike Goldberg and he will start by welcoming the audience by saying, “Good evening”. Next he tells the audience the current date and tells the name of the newscast they are listening to, which is “WKFX Newsline at Five”. After all the general information is giving out Mike will introduce the announcers as well as list off the days top headlines and what they can expect to be hearing. These headlines will interest the audience and make them want to listen to the rest of the newscast to hear what they are about.Following these headlines, the Mike will reassure the audience that they will be right back to cover the stories in the headlines. This will help to keep the audience listening, but also will be used as a segue into a 30-second Chevrolet commercial. The Chevy commercial is used because the target audience for Chevy is about the same target audiences for the newscast, so it only seemed fitting. After the commercial, we will segue it back into our newscast and once again the news jingle will play for five seconds to let the audience know that we are back to the news portion. This then leads into the lead story of the night, which is an international one.The first story is about the BP oil spill and how there have been charges filed against a man, in charge of the engineering, who deleted text messages that dealt with opinions on how to stop the oil from spilling into the ocean. This could have been crucial to help actually stop the oil spill. This is an international, but it is right off the shores of the U.S. and we felt that because of that, people could relate to the story, even if they don’t live close to the spill. It still concerns our nation as a whole.We then move into another international story, but once again, it is a story that Americans across the nation can relate to since it involves U.S. beef and the “mad cow” disease. This story informs the audience that a South Korean retailer of U.S. beef has suspended the sale of American beef. Although this story international, beef is a major export for the country and most Americans can relate to that since a large portion of them eat beef themselves. We also wanted to inform the audience that the chances of this disease spreading are unlikely.The next story is a national story that, lately, has been in the headlines quite a bit, so we felt it would be a good fit to the newscast. This story was meant to update the status on what is happening with the Secret Service sex scandal. In this story, the U.S. Defense Department has suspended the security clearance of the military members who are being investigated for their possible roles in the scandal. Although this story is being dragged out by the news, we felt that it is still necessary to inform our listeners about the status of some of the leaders of this country.We then went on to the state news of Minnesota. The story that was picked was about a teacher who had been fired because of defrauding banks of millions of dollars. We wanted to do this story because we feel the audience would be interested in hearing this, especially because of his career. It will open their eyes to see that even people in power of teaching their kids are not perfect. The next story in the newscast can be considered a local story because it is based out of Goodview, MN. This story is about how the city council has approved two permits to begin the building two apartment buildings on Sixth Street. We wanted to include, both concern from the community as well as the positive effects it will produce. It also tells the audience that these permits are approved and buildings a being built, whether they agree with it, or not. It also lets community members, who are looking for a nice new place to live, that rentals of the apartments will be available in the fall.Next we turn to the lighter side of the news when we tell about the release of the veteran left tackle Chad Clifton. The audience will be able to relate to this story because the rivalry between these Midwest teams is so strong that most any football fan will know that Chad Clifton was a large contribution to the Packers offense over the last 12 years. We feel that even though people may not be a Packer fan they will still be interested in the story because they have respect for the man.Wrapping up the newscast will be a kicker story of a local woman from Whitehall that claimed two 1-million dollar Powerball prizes. This story is entertaining because the chance of scoring two winning Powerball tickets in a lifetime is unheard of, let alone the fact that the tickets were both bought from the same place. It also might entertain the though to the audience that maybe they could win to now that two winning tickets were bought by one person.The newscast then ends with an outro and Mike telling the audience that this is all the time we have for tonight’s newscast. This lets the audience know the newscast is ending. Mike then goes on to credit Tom Reddeman who produced and directed the whole newscast. Following this will be the sign off of the two announcers. We not only just sign off the announcers, but the rest of the staff as well to let the audience know that everyone at WKFX appreciates listeners tuning in. Finally, Mike Goldberg signs himself off by politely saying good night to the audience and welcomes them to join us again for news here on WKFX Newsline at Five. Again this reinforces the station name as well as the time that the news will be aired every night. Date: April 26, 2012Client: FOX 99.1 Newsline at FiveDescription: Radio NewscastTime: 5:00TBA: 1700Station: 99.1, WKFX-FM, Rice Lake, WIWriter: Jordan FrisleObjective: To inform listeners about the day’s major news events. MUSIC : WKFX “NEWS TUNE” UP :05 AND UNDERMIKE GOLDBERG(VO):Good evening. It’s Thursday, April 26, and this is WKFX Newsline at Five. I am Mike Goldberg along with Jordan Frisle, and here are tonight’s top headlines. The first criminal chargeswere filed in the BP oil spill; South Korea curbs the sale of U.S. beef after a ‘mad cow’ case, and in sports, Packers release long-time teammate Chad Clifton. We’ll have more on these stories when WKFX Newsline at Five returns.MUSIC: UP AND OUTSEGUE TO :30 COMMERCIALSFX: CARS DRIVING IN THE DISTANCE UP :01 AND UNDERSFX: RUNNING FOOTSTEPS GETTING CLOSER TO MIC UP :02 AND OUTMAN (V.O.) : Woah. Clint Eastwood. You drive a Silverado?SFX: TAILGATE SLAMMING SHUTCLINT (V.O.) : What else would I drive? My Silverado has a 6.2 Liter V-8 engine and over 400 horse power.MAN (V.O.) : Well, uh,--CLINT (V.O.) : You probably drive some little chick car. Don’t ya?MAN (V.O.) : I drive an F-150CLINT (V.O.) : Does your F-150 have a rear vision camera, a new navigation and entertainment system, and a Wi-Fi mobile hotspot? MAN (V.O.) : Well no. I don’t have any of that.SFX: DOOR TO TRUCK CLOSING SHUT. TRUCK ENGINE STARTING.CLINT (V.O.) : So why would I drive something else?SFX: TRUCK DRIVING AWAY.ANNCR (V.O.) : The 2012 Chevy Silverado 1500 is one tough truck starting at $22,195.CLINT (V.O.): What do you drive, punk? SFX: CARS DRIVING IN THE DISTANCE FADE OUTSEGUE TO NEWSCASTApril 26, 20121700OIL SPILL/CHARGESMUSIC: “NEWS TUNE” UP :05 AND OUTMIKE:In today’s top story, a former BP engineer has been charged with destroying over 200 text messages concerning the Gulf of Mexico oil spill.Federal prosecutors announced Tuesday that former engineer,Kurt Mix, faced two counts of intentionally destroying the evidence requested by authorities.These were the first criminal charges that deal with the 2010 oil spill, which spewed nearly five million barrels of crude oil into the Gulf of Mexico.According to the investigation, one of the text messages contradicted the companies statements about the ongoing disaster.If convicted, Mix faces a maximum of 20 years in prison and a250-thousand dollar fine for each count.#10JF/CNNApril 26, 20121700MAD COW/S. KOREAMIKE:The first U.S. case of mad cow disease in six years has prompted one major South Korean retailer to suspend the saleof American beef.Public officials say that the risk for Americans getting the disease is extremely low because the affected cow was not a part of the human food chain.The Agriculture Department’s chief veterinarian, John Cliffordsaid, “It was never presented for slaughter for human consumption, so at no time presented a risk to the food supply or human health”. The infected California cow is America’s fourth case of mad cow disease.#10JF/CNNApril 26, 2012900SECURITY/SUSPENDEDMIKE: The U.S. Defense Department has suspended the security clearance of the military members who are being investigated for their possible roles in the Secret Service sex scandals earlier this month.The Defense Secretary Leon Panetta told reporters about this disciplinary action en route to Columbia, where he was making a long-scheduled visit to meet with defense officials. It was not made clear how many of the 11 had security clearances.Panetta told reporters that his biggest concern was the issue of security and what could possible been jeopardized. Twelve secret service officers and 11 military members have been implicated in the scandal.#11JF/USA-TODAYApril 26, 2012 1700 FIRED TEACHERMIKE: A Minnesota School of Business teacher has been fired after being sentenced for defrauding banks of millions of dollars.64-year old Joseph Traxler of Bloomington was fired on Wednesday. This was the day after he was sentenced to five years in prison and ordered to pay 5-point-4-million dollars in restitution.Traxler worked at the school’s campus in Shakopee since 2009 and the school said that Traxler had no oversight responsibilities.The banks ended up losing around 8-million dollars in the end.#10JF/WNApril 26, 20121700 GOODVIEW/APARTMENTSMIKE:The city council of Goodview has approved conditional-use permits to build two Sixth street apartment buildings by the end of the year.Both permits were approved Monday with an overall vote of 4to 1. A handful of neighbors attended to voice their opposition to one of the two buildings. Some were concerned with the potential of increased traffic, while others were worried about the problems it could create with trash pickup.The Goodview Mayor, Jack Weimerskirch, says that city can’t afford to pass up an opportunity like this. Weimerskirch says that this will create a tax-base increase in the area.Construction is expected to begin in may, with the rentals available by fall.#11JF/WNApril 26, 2012 1700 PACKERS/RELEASE CLIFTONJORDAN:In sports, Packers said goodbye to a longtime teammate, Chad Clifton after releasing the veteran left tackle on Monday.Clifton had been the primary tackle for the Packers since since 2000, starting in over 160 games and 12 seasons, with quarterbacks Brett Favre and Aaron Rodgers. Packers General Manager, Ted Thompson said, “Chad is a great Packer and has been an integral part of our success over the past 12 seasons, but most importantly, he is a great person and teammate.” Clifton ranks second in franchise history for games played by an offensive tackle behind Forest Gregg.It was not clear whether Clifton would retire or try to play for another team.#12 JF/WNApril 26, 20121700 WHITEHALL WOMAN/LOTTERYMIKE: Two one-million dollar Powerball prizes have been claimed by a local woman from Whitehall at the Wisconsin Lottery Headquarters.Lottery officials said that Powerball winner, Julie Trainor, played two sets of numbers in the April 14th Powerball drawing. Theonly numbers she changed were the Powerball that she selected.Trainor received a cash payment of 1-million-three-hundredand 45-thousand, after taxes. Lottery officials said that she does not want to discuss the win and has declined to take part in thewinner’s news conference.The Cenex convenience store that sold the ticket will earn a commission of 40-thousand dollars.#11JF/WNMIKE:That’s all the time we have for tonight. Newsline at Five has been produced and directed by Tom Reddeman. For Jordan Frisle and the rest of the staff here at WKFX, I am Mike Goldberg saying good night and be sure to join us again for WKFX Nightline at Five.MUSIC: WKFX “NEWS TUNE” UP :05 AND OUT Date: April 26, 2012Client: Salvation ArmyDescription: Dramatized demonstration PSATime: :30TBA: 6 p.m.-8p.m. WeekdaysStation: WCCO, Minneapolis, MNWriter: Jordan FrisleObjective: To demonstrate one of the many uses of the Salvation Army. VideoAudioMS OF TWO MEN SITTING ONSFX: SOUND OF JEANS RIPPINGTHE COUCHTS OF DONNY LOOKING OVER DONNY :Hey, what was that?MS OF JARED LOOKING DOWN JARED: I think I just ripped my last pair IN DISAPPOINTMENTjeans. Great. Now what do I do?M2S OF DONNY TURNING TO DONNY : Well, if you’re low on money, I FACE JAREDsuggest the Salvation Army.TS OF JARED TURNING TO JARED: What?DONNY TS OF DONNY EXPLAINING DONNY: Yeah, they have cheap and affordable used clothing.X/S OF DONNY WITH CAMERA JARED: Really?FACING JAREDR/S WITH CAMERA FACING DONNY: Actually I am going there soon to DONNYgive them some of my old clothes. All I have to do is drop them off and they take care of the rest.M2S OF THEM LEAVING JARED: Cool! I’m in!HOUSEGPX JUST OFF HWY 61 NEXT ANNCR(VO): Just off Highway 61, next to TO HYVEE IN WINONA.SALVATION ARMYHyvee in Winona. Salvation Army: If you share, we’ll share back.Jordan FrisleMCOM 220Dr. Ajit DanielExercise 4Import motors have been open since 1962 and specialize in selling new and used Audi, Porsche, and Mercedes. The service provided is noticed for having high-quality work and the store is located on 4403 Main Street.A satisfied Import Motors customer would not feel uncomfortable about the money spent, but instead, be happy in knowing that they made a smart purchase. They also could be happy about the quality of work that was performed on their car. A satisfied costumer would be one that leaves with a smile and returns to do business with Import motors, or refers other people to come do business with us. Import motors wants the costumer to feel so comfortable in the decisions and purchases they have made, that by the end of the day, they are still able to act in a friendly manner towards the employees. Personal gratification would be what caused the favorable response. They can be proud in knowing they came to the right place to buy a vehicle or to get any maintenance done. They also should be proud to know that they are leaving with the best deals that Import motors could offer.The high quality of work provided for each vehicle, as well as, the stress and nature of the imported cars. It has been in operation since 1962 and this shows that the company has gained experience in dealing with costumers, which, I think, is a vital part to a company. The quality of the cars that they are selling is a strong point as well because not just any average American is going to afford these cars.Five random words:PlaceboRumshibumkinLiquidScallywagMoneyFive ordinary words:DudeBrotherSoThe Get So, get this dude. My car broke down outside of McDonald’s, so obviously I’m going to go inside. As I was walking into the restaurant I simply just yelled out, “There is a large amount of rumshibumkin in your food!” Immediately everyone seemed to get the placebo effect and started throwing up everywhere! It was awesome, brother! Anyway, I went and grabbed a cup of liquid---I don’t even know what. It could have been baby throw up for all I know. After all that, I called them all scallywags, stole their money and hit the road…walking.TOMWow! Julie where’d you and Sue go last night?JULIEIt’s this way, Tom. Sue wanted to try that new Chinese restaurant.TOMThe one out on highway 30?JULIERight. It’s only fifteen minutes from downtown and once you get there, boy is the food tremendous!TOMWhat’s the name of the place?JULIEThe Panda. They have a big, stuffed panda out front! And like I say, their food is tremendous!ANNOUNCERIt’s just like Julie said, The Panda--tremendous Chinese food only five miles out on highway 30 North, next to the Raceway.Social MediaImagine you live in the third largest country in the world that is surrounded by all of your family, friends, and people that share your likes and interest. What country would most people think of? Germany? France? Mexico? If any of those were your answer, you would be wrong. Well that is if you count living in the world of social media. If you added all of the users that have facebook accounts there is 700 million users, which if they were all one country would be the third largest in the world. In this country the citizens spends their time from liking celebrities and their favorite sports teams to maintain their digital farms for over fifteen and a half hours on facebook. Over a 100,000,000 of these citizens spend time sending out 95,000 tweets a day on twitter. Citizens also upload over one hundred hours of footage on YouTube in fewer than four and a half minuets. We are all apart of this vast country but do we know where it is and where are heading in this digital frontier?This new digital frontier might seem a bit overwhelming, but this surge of social media has started a revolution that has many positive effects. For example, the social media has become a huge news outlet for individuals. People around the world are able to share information with just a simple click of a button, which most people check and update numerous times throughout the day. With this information spreading as fast as it is received, people are becoming more enlightened of the world around them. This makes it possible for people to take precautionary steps to live a happy comfortable life.Now that social media makes it easy to share news and information, entertainment can also be found easily with this new form of social media. You no longer have to go out to a movie, or spend large amounts of money for something you may only enjoy for the night. With a simple click of a mouse, people are able to access many new forms of entertainment to keep them occupied for hours. Sitting in a chair for an extended period of time while being entertained by a computer screen, or even a cell phone, would be unimaginable 20 years ago.Because most everyone is able to easily find entertainment from this new form of social media, consumers are becoming more tech savvy than ever before. People of all ages are starting to learn how to use these technological advances that resisted change for so long. Grandparents, parents and even young children are being taught how use and maneuver through social media. Most of this is because social media has become a way of life, but either way it is good for people to learn how to use these advances before they fall behind. Social media has brought about many new positive effects, but there are also negative effects to show the downside of this media. It has become so easy to share information around the world that people give out their personal information without realizing they might be giving it to the wrong person. Identifications are being stolen, which could seriously affect the life of an innocent person. Privacy is a major issue that is affecting the lives of people all over the world that partake in this social media.Not only is random people invading personal privacy, but also future employers are starting to look into people’s social media lives. Social media like Facebook is a prime example of this. Some employers are checking Facebook to see what the image of the applicant is on-line. Based on that determines largely on whether you get hired or not. Some employers will even ask for your password and user name, so they can even check the personal messages you have. Even if the applicant is a great person, their image on-line could possibly ruin their chances of being hired.It is sad to say it, but communication skills are decreasing because of social media, which is also lowering the chances of being hired. The slang that is used on social media, like Facebook, is being transferred into people’s conversations and writing. Basic grammar is being lost in translation because people are not using it like they once did. People are becoming so used to the style writing they use on these social media sites, that words are being misspelled even if they once knew how to spell them. It is a constant debate whether social media is good, or bad. Does social media have more positive, or negative effects in society? No one can really give the right answer to this question, but maybe if we all started to be a little more cautious about social media, we might be able to eliminate some of the negative effects. This has become a huge social revolution, but society needs to figure out how to handle it before we move forward with the revolution.Date: March 20, 2012Client: Special Forces Description: Direct Response/Demonstration CommercialTime: :30TBA: Top of every hour from 6 p.m.-10 p.m.Station: WCCO Minneapolis, MNWriter: Jordan FrisleObjective: To promote the new Special Forces men’s wristwatch and increase sales.VideoTS OF WRISTWATCH ON HAND AND A MAN PUSHING ILLUMINATING LIGHTS ON WATCHZOOM OUT TO MS OF MAN TAKING OFF FOR A RUNTS OF MANS HAND AS HE REACHES FOR A ROCK ON THE CLIFF FACEDISS TO MS MAN SWIMMING IN A RACECUT TO M2S OF MAN WRESTLIING WITH A BIG DOGTS OF MAN DOING CARPENTRY WORK AND HITTING WATCHWIPE TO TS OF WATCH REVOLVING IN A CIRCLE GPX TO ORDER CALL 1-800-123-4321. ALL CREDIT CARDS ACCEPTED AudioANNCR(VO): Introducing the new men’s wristwatch from Special Forces. MUSIC : SPIDERBAIT “BLACK BETTY UP :03 AND UNDERANNCR(VO): This watch has been built to withstand the toughest conditions. ANNCR(VO):Whether you are playing Sports. SFX : CROWD CHEERING UP :03 AND OUTANNCR(VO): Or you are enjoying the outdoors. This stainless steel watch can endure any element. This waterproof and shockproof watch is only one easy payment of $49.95. To order call 1-800 -123-4321. All credit cards are also accepted. Call now!MUSIC : SPIDERBAIT “BLACK BETTY” UP AND OUT ................
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