Teases, Ads and Promos

For tease and open inspiration, watch this playlist:

Commercials = Ads

  • Commercials are advertisements that sell a brand or a product to an audience for a client or sponsor.
  • Ads must be paid for, are delivered to an audience via mass media, attempt to persuade you the viewer.
  • The target audience is a particular group of consumers singled out for an advertisement or advertising campaign.
  • Most ads on TV are targeting the household consumer instead of professionals, government officials, or members of a trade channel.

Check out AdWeek’s 10 best ads of 2016.

Resonance test

The goal is to determine to what extent the message resonates or rings true with target audience members. Does this ad match consumer’s own experiences?

Broadcast Promos and Teases

Promos and teases try to sell the viewers on why they should watch. Be creative and think what sets you apart from your competitors. Example: We put the suck in succeed.

Promos promote a story on an upcoming newscast (called a topical) or a promo will promote an image or a talent (called an image promo).

Here’s an example of an image promo that focuses on the look and personality of an anchor:

Here’s a fun promo for WFLA’s Bucs Bonus show. It features the sports anchors Dan Lucas and Paul Ryan dressed as referees.

Promoting stories that will help a viewer make or save money is always a winner.

More examples:

Teases

Promoting a story within a newscast is called a tease.

Here’s a great video that explains why teases are so important, and how to write teases that make viewers watch your show:

A tease is usually two sentences. First sentence = context. Second sentence = a promise. Write your promise first, then write your first sentence.

Promise a specific component of a story, not the overview. Never promise something in a tease that you won’t or can’t answer in the story.

A tease airs immediately before a commercial break, during a newscast.

Most traditional teases are read live by anchors (either as readers, VO’s or SOTVOs). But some are pre-produced like in my 8 p.m. show on WTTA. Here are some examples of pre-produced teases that I wrote and produced:

Don’t give the viewer the impression that you’re actively withholding information. If you can answer in a few words, you’re definitely withholding.

For example:

Will it rain? Yes/No

Who won the game? (There’s a thing called the Internet)

  • Give the impression that there’s too much to tell in one tease. Promise the more interesting details. Avoid obvious components.
  • Prove to your viewers you don’t have a tired story.
  • Pay special attention to lame “tip” teases. Lay out the specifics of an unexpected tip.
  • Instead of “We’ll give you five ways to save on your water bill”, try “how a simple device can save you $20 on your water bill.”

Don’t use questions. Turn them into promises.

  • Question: “Where did a teacher’s aide take them?”
    Promise: “Where a teacher’s aide took them.”
  • Question: “Where can you find the best prices on school supplies?”
    Promise: “Where you can find the best prices on school supplies.”
  • Question: “How did the suspect get away?”
    Promise: “How the suspect got away.”

Pick the teasable stories. Death is never easy to tease.

Get to the point and hit them with best sound, best fact or best benefit.

Avoid “we’ll show you,” “we’ll tell you” and “you’ll see.”

Here are more examples of traditional tease scripts:

SOME OF SOCCER’S MOST ELITE WOMEN ARE FILING A FORMAL COMPLAINT CHARGING U-S SOCCER WITH WAGE DISCRIMINATION.
HOW LITTLE THEY MAKE, COMPARED TO MEN SOCCER PLAYERS.

WILLIAM SHATNER IS FACING A ONE- HUNDRED- SEVENTY- MILLION DOLLAR LAWSUIT.
THE FLORIDA RADIO HOST WHO CLAIMS SHATNER’S HIS FATHER.

WHOOPI’S SELLING WEED.
HER NEW VENTURE INTO MARIJUANA FOR WOMEN.

JENNY FROM THE BLOCK’S STILL GOT IT.
HOW MANY MILLIONS OF TIMES J- LO’S CARPOOL KARAOKE VIDEO WAS WATCHED IN TWO DAYS.

BEYONCE FANS ARE CRAZY IN LOVE WITH HER NEW CLOTHING LINE.
THE PERSONAL STORY BEHIND HER NEW BUSINESS.

IT’S BEING CALLED THE *WORST ALLERGY SEASON EVER… BUT LOCKING OURSELVES *INDOORS MAY NOT BE THE ANSWER!
HOW TO LOOK OUT FOR POLLEN INSIDE YOUR HOUSE.

A WIDOW CLAIMS HER HUSBAND WAS A VICTIM OF ONE OF THE LARGEST CASES OF CONTAMINATION IN U.S. HISTORY.
HOW SHE’S TAKING ON THE V-A.

MARIAH CAREY’S DOING WHAT’S BEST FOR HER AND SHAKING OFF HER COMMITMENTS TO HER FANS.
WHY SHE’S CANCELLING HER CONCERTS.

ICE CUBE’S PICKING UP ANOTHER SOURCE OF CASH FLOW.
THE NEW MUSICAL HE’S STARING IN.

SHE DEVELOPED A LIFE-THREATENING HEART CONDITION AND MADE A MIRACULOUS RECOVERY.
THE DEVICE THAT SAVED HER LIFE.

STAR WARS FITNESS TZTZ ELFTEASE EXAMPLETEASE 3
TEASE
TEASE 2TEASE 3tease 4tease

Sports

  • Don’t tease the results of the game. Instead, tease the best moment from that game.
  • Clever is no substitute for solid coverage promises.
  • Make specific promises of specific coverage.

Weather

Teases should contain solid promises of unique coverage. Most weather teases promise blatantly obvious coverage I can get on any station.

Weather should give time specifics, geographic specifics, effects on everyday life, causes behind a weather change, graphic specifics, or hardware specifics.

Examples:

  • WILL THE HURRICANE IN THE GULF MAKE IT’S WAY TO THE BAY AREA THIS WEEKEND
  • HOW MUCH RAIN YOU CAN EXPECT IN YOUR NEIGHBORHOOD
  • WHAT PLANTS IN YOUR YARD DO YOU NEED TO PROTECT FROM TONIGHT’S FROST
  • WHEN YOU’RE GOING TO NEED YOUR UMBRELLA THIS WEEK
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