What are some ways or ideas to make a commercial script?

Question by Guy: What are some ways or ideas to make a commercial script?
This is to sell a product on tv/radio. 🙂

Best answer:

Answer by @wrestler@
You start with your marketing objective and strategy, then move on to a communications objective and strategy. It is from here where you take off.

Writing an ad is not like writing a poem where the writer has complete control over the output. An ad is a stimulus that is created to elicit a specific response. Therefore, you define what response you want from the ad, and then design the stimulus by choosing the right visuals, the right words, the right tonality, the right personality, in the most appropriate medium.

We never start the proves by saying “Let’s do a 30-second TV ad”. We start by saying “What do we need to do, to say, and how best do we say it?’. Sometimes, a TV or radio ad won’t be necessary. There are times when a PR campaign works better than above-the-line. We call this MEDIA_NEUTRAL communications planning.

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