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Radio Advertising

Radio Advertising

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Published by Vinay Singh

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Published by: Vinay Singh on Jul 26, 2010
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11/09/2012

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Producing a radio spot can be a lot of fun advertisers often say it’s
the most fun they ever have in advertising. It can also be simple and inexpensive.

There are three basic elements to work with: the announcer’s voice, music, and
sound effects. Production can be done in the station’s own studios or in an independent
production house. Stations are usually well- equipped to produce spots, and they often
employ young, creative people whose fresh ideas will keep your spots from sounding like
everywhere else’s.

It all begins with a good script, which means not just the words, but the
combination of words, music, and sound effects. All these are part of the script. Your
spot can be clever or straightforward, but it must grab the listener’s attention in about
three seconds, and it must not leave the listener wondering, “whose spot was that,
anyways?”

The following are some of the factors you should have in mind from the first
moment you sit down to plan your spot.

1)The Voice

There are two factors concerning voice. First, you should use a voice that is

appropriate for your image.

There are two good, low- cost options for achieving this, and one higher- cost

option:

a)Using local radio talent
b)Using an amateur voice
c)Hiring professional voice talent.

a)Using local radio talen t

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Radio Advertising

If station produces the spot, one of their on-air people risk having the voice be so
familiar that the listener doesn’t pay attention. If the ad runs only in drive time, one
can have the midday announcer do the honors. Get the least familiar voice available.
Listeners will be less likely to tune it out.
Female announcers can also be used. Studies have shown that women presenters
are just as effective as men; but only a small (but increasing) percentage of all
broadcast sales presentations are made by women.

b)Using amateur voices

One great thing about radio is that even an untrained voice can be very effective.
In fact, the less the voice sounds like one of the regular announcers, the better.
A woman’s voice, a child’s, or even your own can make listeners stop and pay
attention simply because it’s not what they’re expecting to hear. A word of caution:
Amateurs can sound stiff and false.

c)Using professional voice talent

If a very sleek production value is needed hire voice talent from another station,
the local community theater or, in larger markets, from a talent agency. Celebrity
voices can sometimes be hired.

2). Music

The power of music can’t be overemphasized. There are several options for
putting music into your commercials:
a)Have original music produced.
b)Use free music from the station’s library.
c)Get permission to use an existing recording by a known artist. (But It’s
difficult and expensive to obtain the rights).
d)Buy canned music (sound alike) in the style of many popular composers in
all large markets who supply such productions for a modest charge.

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Radio Advertising

A lot of radio or TV advertising, can be done having a jingle product. The cost runs
anywhere from Rs.600 to a few thousand rupees, and it can be a very worth while
investment. A catchy jingle helps potential customers remember you more than almost
anything else.

3). Sound Effects (SFX)

various onomatopoeic sounds like eeek, ho ho ho, ding dong, whistle etc. are
available at the local radio station. The sound of waves on the shore can help sell your
vacation package and bird song can put people in the mood for your spring sale.
Radio is entirely a medium of sound. When you use sound to evoke smells,
sensations, and visual images, you bring the listener, more involved with your spot, will
be more involved with your ideas.

4. The tapping Session

Once the decision is made about the script, voice, music, and sound effects, it’s
time to record. At may be just you and the announcer in the studio; the announcer will
operate the equipment. At large stations and professional recording studios, an engineer
will record the spot while you and the announcer concentrate on the reading.
You should also understand. Be aware that the announcer may have slight
interpretation of the reading than you do, and don’t expect a performance that could only
come from someone reading your mind.

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Radio Advertising

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