Write a 30-second television spot and a 60-second radio spot for the proposed campaign. There should be a sense of continuity between the radio and TV scriipts to make the message memorable and unified. For example, the TV and radio scriipts could feature the same characters, Tom and Jane. It could be a jingle, song, or catchphrase. This would give the audience a reason to connect the spots and your message across 2 different mediums. You will need to create a detailed storyboard. It is recommended to search PSAs and watch examples.
The media plan needs to identify the audience you’re targeting, and the stations and programs best suited to reach them. Normally PSAs are run as a public service for free by the TV or radio station. For this assignment, the organization has been given a $10,000 grant to produce the PSAs and to buy airtime on local stations and cable outlets. The cost of producing the TV spot is $2,500. The radio spot will cost $300. After production costs, there is $7,200 for buying airtime. The client wants the PSAs to run for 2 months. You will need to create a spot log, like a spreadsheet detailing the days and approximate times the PSAs will run. There’s a sample I’ve uploaded that you can use.** Your goal is to get the maximum impact from the budget. Use the following rates to create your plan.
Radio Spots:
AM/PM Drive Time (most popular) – $50
Daytime – $20
Run-of-Station (ROS)* – $10
Television Spots:
Primetime(most popular) – $100
Local News – $75
ROS – $25
Cable:
Primetime – $30
ROS – $15
*Run-of-Station is when the advertiser allows the station, network, or cable company schedule the spot. Usually these spots are put in less popular times or during less watched shows. They may run at anytime at the discretion of the station.
**Your log should show Sunday – Saturday for 2 weeks. If the spot is going to run the first Monday at 8 am on radio, and 9 pm on TV, write it in a similar looking style and include the cost from your budget. In the end, you should spend as much as possible to get the best exposure for your client.
