Mr adio

COURSE: ADVERTISING COPYWRITING AND LAYOUT.

It’s divided into two part:

-Advertising copywriting
-Advertising layout

ADVERT COPY
The word COPY is generic to mass communication . Generally, a copy in a context of mass
communication refers to a carefully prepared message in line with predetermined communication
objectives which is intended for a target audience.

(By the word generic; it means a thing that represents one thing that can be used in different
ways)

DETERMINANTS OF AN ADVERT COPY

-What are your objectives?
-What medium/media will be appropriate for the copy.
⁃ the target audience will determine the appropriate medium or media.
(In writing an advert copy your interest in insignificant )

Just as mass Communication is a process, advertising is also a process. A process suggest that
there are components unit that lead to final objectives.

WHAT IS ADVERTISING COPYWRITING?

An advertising copy is a message designed to achieve specific advertising objectives which are
specifically designed for a target audience.
Simply-put , Advertising copywriting is the act of preparing advertising copies that are
not only audience oriented but also advertising oriented.

On the other side, the LAYOUT of the course title is about the arrangement of the different
components of an advert copy. In other words, every advert copy comprises different components
which MAY include;
⁃ the headline
⁃ The sub-headline
⁃ The body copy
⁃ Illustration (which could be PRODUCT illustration or USER illustration)
⁃ Signature
⁃ Logo, and the rest
The arrangement of the different components of an advert copy is simply known as LAYOUT.

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Advert Copywriting

Copywriting is largely a creative venture, it is very difficult to ascribe a single definition to

copywriting. Advertising scholars have attempted to define copywriting however there’s no single
universally acceptable definition of copywriting. In the very simplest form, copywriting describes
the process of putting together or harmonizing the various element of an advertising copy.
Copywriting can also be described as all efforts geared towards achieving the communication
objectives that position a brand uniquely in the market place. Copywriting is an art of creativity
that relies heavily on the imagination of the copywriter. Copywriting is not an assignment for an
individual, it is actually the sole responsibility a creative department of an advertising agency.
Advertising copywriting can be likened to the responsibility of a playwright . A playwright is creative
person essential , so also a Copywriter. Copywriting requires a great deal of imagination writing,
it is painstaking and very Herculean. Every advertising copy is a product of rigorous, critical thinking
process. It is difficult to separate creativity and copywriting, the advertising word is word of countless
products and services competing for attention. For an advert or a copy to enjoy absolute visibility
in a market place, it must be creative. A copy must be pre-tested to validate its effectiveness and
to ensure that It passes the right message to the target audience. The salient message(s) of an hard
copy are given expression by creativity. Creativity in advertising is expressing a message in a most
unique and interesting way.

FACTORS THAT AID EFFECTIVE COPYWRITING

0. Research
0. Creativity
0. Communication objectives
0. Effective appeal
0. Audience consideration

⁃ RESEARCH

Effective communication is often based on objective research. Research is actually problem

solving and it’s an eye-opener to information that are not on the surface. Information gotten from
objective research can largely influence an effective copy. Research allows the copywriter to know
where to focus his communication or where center his message. Research is also contributory to
the message of an advert. Therefore, the following researches may be needed to come up with
an effective copy:
A. PRODUCT RESEARCH
B. MARKET RESEARCH
C. AUDIENCE RESEARCH
On no account should you come up with a copy without having conducted an objective
research.

⁃ CREATIVITY
Creativity gives uniqueness to every advert. A good copy must stand out though every
advert must pass a message, the ‘HOW’ of the message delivery is called CREATIVITY. The
harmonization and synchronization of all the elements of a copy is known as creativity. Finally ,
creativity is central to every effective advert copy. Every successful advert thrives on a creative
strategy.

⁃ COMMUNICATION OBJECTIVE
Every advert copy should be fashioned after clearly defined communication objectives.
Communication objectives are those objectives that will culminate in the message of an advert copy.
Communication objectives are derived from market objectives (targets).

(ADVERTISING IS A TOOL OF MARKETING)

⁃ EFFECTIVE APPEAL
An appeal is the emotional exploit of something. An appeal is what quickens the response of an
individual to an advert. An appeal could be sex appeal, love appeal, fear appeal, anxiety appeal,
need appeal. The advert copywriter uses an appropriate appeal to get the attention of target audience.
The appeal could be to appeal to Need , to believe, to tradition, customs.

⁃ AUDIENCE CONSIDERATION

Good copywriters writes from the perspective of the target audience. Ultimately, every advertising
copy is intended for a target audience . For the copy to be effective, it must speak the language
of the audience, express their beliefs, and identify with their dominant culture. In a nutshell, the
copy must not be alien to the target audience. These often shows the difference between different
geographical advertisements.

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⁃ FUNCTIONS OF ADVERTISING
⁃ ADVERTISING AS A FORM IF MASS COMMUNICATION
⁃ CLASSIFICATIONS OF ADVERTISING
⁃ ELEMENTS OF AN ADVERTISING COPY

FUNCTIONS OF ADVERTISING
Advertising has five (5) major functions, the advertising copywriter must determine right from the
onsets the purpose the advertisement would serve. When the functions of an advertising copy is
not clearly defined, the message could go wrong. The following are the five major functions of
advertising copy;
 0. PERSUASION
0. INFORMATION
0. EDUCATION
0. ENLIGHTENMENT
0. CORRECTION

⁃ PERSUASION
Most of advertising copies attempt to persuade the target audience to take an action in favour of
a product or service. The essence of advertising is to effect a change of attitude in the audience,
this involves persuasion. For persuasion to be effective, the copywriter must be able to use an
effective appeal. Persuasion is largely employed in the advertisement of competitive products.

⁃ INFORMATION
When the function of an advertising copy is to provide information, it is simply meant to guide
or direct the audience. For consumer products, information is needed to acquaint the consumers
of new features on the products. The consumer has the right to comprehensive information about
every products.

⁃ EDUCATION
For some products and services, the responsibility of “HOW TO” lies with the advertising. Some
products and services require proper education on how to use them, when the function of an
advertising copy is to educate it must provide adequate information on how to use a product ,
how to run a machine or how to derive a utility in a product.

⁃ ENLIGHTENMENT
To change a belief that has been in existence for many years , the target audience must be properly
enlightened on the advantages and disadvantages of a particular practice . The campaign against
female genital mutilation was essentially to enlighten the practitioners or those who believe in it
to desist from the practice, these requires enlightenment on the disadvantages of female genital
mutilation.

⁃ CORRECTION
Some advertisement are purely meant to correct the wrong use of a product or service.

The copywriter must constantly define the specific function of a copy and stick to it. When
the purpose of a copy is clearly defined, the communication objectives will be easily achieved.

ADVERTISING AS A FORM OF MASS COMMUNICATION

Mass Communication is a process , so also Advertising. The process of mass communication has
four (4) indispensable components . Mass Communication as a process has the following implications;
0. It is CONTINUOUS
0. It allows for INTERCHANGE OF ROLES.

The process of mass communication is also the process of advertising.

The Advertising process begins with the SOURCE who may be the ADVERTISER or
ADVERTISING AGENCY . The source decides the message of communication while the message
determines the MEDIUM/CHANNEL.

CLASSIFICATION OF ADVERTISING
Advertising can be classified using four (4) parameters:
0. SCOPE: Local Advertising, National Advertising, and International Advertising
0. MEDIA
0. TARGET AUDIENCE
0. PRODUCTS

ELEMENTS OF ADVERTISING COPY

Elements of an advertising copy are not the same for all the media of mass communication.
In other words, every medium has elements that are compatible with it.
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ELEMENTS OF ADVERTISING COPY[cont’d]

Advertising copies vary according to media of communication. Consequently Every medium

has specific or peculiar elements that make up of an advertising copy. Thus the elements of a
radio copy are different from a TV copy. However , advertising scholars believe there are
seven(7)major elements that can feature on any advert copy , these seven elements includes:
⁃ HEADLINE
⁃ SUB-HEADLINE
⁃ BODY COPY
⁃ CAPTION
⁃ BLURB OR BALLOON
⁃ BOX OR PANELS
⁃ SLOGANs, LOGOS AND SIGNATURE

HEADLINE
the headline is perhaps the most important element of an advert copy. The headline conveys the
most important message of an advert copy. The headline is the most visible message carrying
message-carrying elements of an advert copy. Because of the importance, the headline is given
special graphic treatments. The headline, ‘in addition to passing the most important message of
an advert copy’ . It also serves as an attention catcher in other words, a well crafted headline
must first of all attracts or arrests attention before it can deliver its message , this means that
the copywriter must thrive to give absolute visibility to the headline otherwise the message will
be lost. As a matter of fact, every advert copy must first of all arrest attention before it can deliver
its message. A copywriter must not waste the headline by discussing the unimportant aspect of
the advert. Depending on the medium of advertisement the headline ranges between 2-7 words
maximum. When the headline is longer than 7 words, it might lose its effectiveness.

SUB-HEADLINE
The sub-headline is mostly used to avoid a longer headline , in some cases the copywriter might
not be able to help to review the number of words that constitute the headline. Consequently, you
can introduce a sub-headline to reduce the burden of words on the headline. The sub-headline must
be complimentary to the headline and must not convey conflicting messages. The sub headline
is set or displayed in way that shows its dependency on the headline. However , the sub-head
is not mostly used in many advert copy , when it is used the copywriter must be able to justify
its inclusion on the copy. It’s important to note that, everything about an advert copy requires
convincing justification.

THE BODY COPY

In most cases , a promise or claim made in the headline requires further explanation or more
information therefore additional information is provided in the body copy. The body copy is hardly
used in billboard advert. In newspapers and magazines advert, body copy can be used. The body
copy must also be complimentary to the headline. It is important to note that, the headline, the
sub-headline, and the body copy convey a chain of information .

ILLUSTRATION
The visual aspect of advert copy is called ILLUSTRATION. Illustration could be that of product
or the product user. Illustration are consider very important because it visually attracts attention
in advert copy. The illustration adopted for a product must be suitable to the target audience. It
must have a social connection to the target audience. The illustration must also carry prominence
or displays a unique features of the products. At times , products illustration is used to fight
counterfeiting . Above all, the illustration must contribute to the copy in all its aspects.

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CAPTION
On like headline and sub-headlines captions are written in smaller font(type face) size and they
represents SALES POINT . It is important to note that not all copies do have captions.

THE BLURB OR BALLOON

This is mostly used in testimonial adverts. A blurb or balloon is used to indicate that the text
or body copy of an advert is spoken by a user or the testimonial . In TV and Radio advert, the
blurb is easily discernible. Blurbs gives credibility to advert copies.

BOX OR PANELS
These are small display of information in boxes or small panels. Such information includes:
REDEMPTION CENTER FOR GIFT, CODES FOR RAFFLES, and some other information that
are not be compulsory but maybe necessary for action.

SLOGAN, LOGO, TRADEMARK AND SIGNATURE

Slogan are short , impactful coinages that represents the core of utility for a products or services.
Slogan are always very short, and should be easy to memorize. Slogan are meant to be adopted
by the user of the products or services. Slogans do change as a product or service moves from
one phase to another .
LOGO type is mainly for the purpose of identity, every products or services must have a unique
identity which is often achieved through Logo, colour,and the product’s image. The logos must
appear on the product or service and it must reflect something about a products or services. Good
logos are not always the complex ones rather the good ones are made of simple designs but very
unique. Logo is very essential for establishment of brands. It is actually part of the brand image,
it’s an indispensable element of a brand image. Logo is part of the trademark .

TRADEMARK is a legally registered logo or symbol.

SIGNATURE is what identifies the advertiser of a product on the copy.

PARAMETERS FOR ACCESSING THE EFFECTIVENESS OF AN ADVERTISING COPY

Every advert copy must pre-tested on a section of a target audience. This is for the purpose of
testing the effectiveness of the copy. Different models exists for pre-testing the effectiveness of
an advert copy.

AIDCA

A- ATTENTION: the first most important objective of an advertising copy is to arrest attention.
For this to be achieved, a copy must be unique and must have a very good illustration. Colour
is often used to achieve uniqueness while illustrations provide visual magnets. Some illustrations
are weird while some are simply of notable personalities.

I- INTERESTS: an advert copy must arouse the interest of a target audience and this is why every
advertising Copy must have a social connection with the target audience otherwise it will not generate
interests. Interests will make the target audience to read the copy and to possibly replicate a copy

D- DESIRE: it is a very critical point at which the target audience decides to purchase a service
or product. Desire is often generated by a carefully crafted message that offers benefits.

C- CONVINCTION: every advertising copy must reflects reality for it to be convincing. In other
words, the copywriter must respect the intelligence of the target audience

A- ACTION: a good advertising copy must compel the reader to take appropriate action.

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CONCEPT OF ADVERTISEMENT CREATIVE STRATEGY

Copywriting relies heavily on creativity for the following reasons:

0. UNIQUENESS
0. COMPETITIVENESS
0. INTEREST
Creativity defines the ‘HOW’ while the message is about ‘WHAT’. Understandably , the message
of an advertising copy must be very simple in order to influence the target audience however,
a simple message must be delivered with absolute creativity . CREATIVITY refers to the ingenuity
with which a very simple message is presented in most interesting way or manner. Every successful
adverts rides on the horse of creativity . It is very important to conduct a creative strategy research
before a copy is eventually written. Note that and advertising copy is never written but re-written.
Since a creative strategy is not easily come by, a copywriter relies on deep imagination to come
up with an effective creative strategy. Advertising creative strategy underlines the tone and mood
of an advertising copy. A creative strategy is relevant to the extent to which it identifies with
the target audience. in other words, a creative strategy must achieve these qualities;
• It must be relevant to the message of an advert copy
• It must be arouse the interest of the audience
• It must be speak the language of the target audience
• It must explore the most effective appeal in relation to the target audience
• A creative strategy must be an effective carrier
The overall objective of a creative strategy is to make a copy unique and interesting. A creative
strategy is not obviously save on a copy but it underlines every elements of the copy. A creative
strategy also has pervading interests on every other elements of the copy

8 PRINCIPLES FOR EFFECTIVE ADVERTISING COPYWRITING

0. The copywriter must think like a marketer. The sole objective is to promote sales
0. Know the target audience and speak their language. Advertising is a dynamic venture
which calls for flexibility.
0. Pinpoint or highlight benefits and features of a products.
0. Hinge or Anchor the copy on a unique selling proposition
0. Do not overload a copy by attempting to pass many messages
0. Simplicity should be your watchword . The copy must not be ambiguous and must not
it must be easy to understand.
0. Give identity to your brand.
0. Let every element of a copy be rendered in a unique way.

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COPY LAYOUT

Every advertising copy is made up of certain elements that are considered necessary , it is important
to note that every elements on an advertising copy must have a justifiable position, having decided
on the elements to be included on a copy there is a need for an effective layout of the different
elements . In other words, the elements that make up an advertising copy are not arranged awkwardly.
The art of arranging the different elements of an advertising copy is simply known as COPY
LAYOUT.
COPY LAYOUT refers to the orderly, proportional, and harmonious and physical
arrangements of the different elements that make up an advertising copy. Basically, copy layout
is about the arrangements…………
Copy Layout is considered an art because there’s no water-typed rule as to how it must be done.

Advertising copy layout is as important as a copy itself, this is because an excellent copy
can be marred by a bad layout.
Copy layout is a component of its creative strategy and that is why the copy layout designer
works very closely with the creative strategist. As a matter of fact, the creative strategist and the
copy layout designer must constantly share ideas on how to actualise an idea.
Many advertising scholars view copy layout only in respect of the print media. Every
form of advertising must have a layout because a copy must be scripted.

PRINCIPLES FOR EFFECTIVE COPY LAYOUT

0. USE SPACE EFFECTIVELY
0. BALANCE
0. PROPORTION
0. HARMONY
0. EYE-FLOW

0. USE SPACE EFFECTIVELY

In graphic design, space is the number one primary resources . Space is used in terms of PHYSICAL
SPACE AND AIRTIME. All the elements of an advertising copy are situated between space and
time. The space available for the display of the different elements of an advertising copy must
be adequate , this is because elements of a copy must breathe within a space. The layout artist
understand the importance of space to effective communication in other words , space communicates
and space helps other elements of copy to communicate. .

0. BALANCE
The layout of an advertising copy must ensure the principle balance between the elements that
make up a copy in other words, a copy must not be heavy on one side while it is light on the
other side.

0. PROPORTION
Proportion refers to the graphic significance or prominence given to the different elements of an
advertising copy. The layout artist must determine the amount of significance or prominence given
to every elements of an advertising copy.

0. HARMONY
Harmony describes the unity and blend of all the elements that make up of an advertising copy.
Harmony also requires that all the elements that make up an advertising copy must point in the
same direction.

0. EYE-FLOW
The layout of an advertising copy must flow horizontally or vertically, humans read either
vertically(up to down) or horizontally (left to right). Thus , the layout of a copy must flow either
vertically or horizontally.

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⁃ IMPORTANCE OF LAYOUT
⁃ DIFFERENT FORMATS FOR A COPY LAYOUT

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LAYOUT FORMAT

Layout is basically considered as a sketch of visual representation of a mental image. Layout

format occurs at three different stages:
⁃ Thumbnail or Miniature Layout
⁃ Rough Layout
⁃ Comprehensive Layout

THUMBNAIL OR MINIATURE LAYOUT

this is the very first sketch of the content of an advertising copy. The thumbnail simply shows
where each elements of the advertising copy will appear. The thumbnail does not give meaningful
visual representation, it only represents the first transfer of a mental image on a billboard. It is
important to know that layout is more of an art than a science therefore the layout artist uses
his discretion and talent to form a mental image of advertising copy. Having formed an image ,
the image is dither transferred on a paper known as THUMBNAIL. The thumbnail layout is simply
to facilitate further development of an advertising copy. As a matter of fact, it is known as the
FIRST DRAFT of an advertising copy layout.

ROUGH LAYOUT

Rough layout is the second draft of a copy layout. At this stage, the copy layout designer represents
each component of the advertising copy more visually. This copy layout format is called rough
layout because it is susceptible to amendments and further amendments . The rough layout allows
for the trial of many possibilities with regard to the positioning of each elements of an advertising
copy. The rough layout is a re-workable drawing sheet. It’s also important to note that two different
creative artist can work simultaneously at this stage. At this stage, we can begin to see the reality
of a final layout.

COMPREHENSIVE LAYOUT

This is final draft of the layout where all components of an advertising copy are clearly stated.
This version of layout must be comprehensive to the extent that it is seen as a near final copy.
A comprehensive layout guides the creative designer or creative artist to come up with the reality
of a copy. A comprehensive layout must bear almost exactly the same resemblance of the final
copy, this is because all the stakeholders in the process of preparing an advertising copy must
have agreed on the layout. Finally, the process of coming up with a layout must be flexible and
the layout artist must be dynamic , painstaking, he must be someone who is absolutely insatiable.

STAGES IN A PROCESS OF PREPARING AN ADVERTISING COPY

There are four major stages in the process of preparing an advertising copy and they are intertwine.
The stages include:
⁃ The Brief Stage
⁃ The contact Report Stage
⁃ Agency’s Response To The Brief(stage)
⁃ Copy Platform

THE BRIEF STAGE

Every advertising copy is primarily the initiative of the advertising . The advertiser is the one
who has one product or service to promote because of the professionalism required in preparing
advertising copies the advertiser engages the services of an advertising agencies. Of course, and
advertising agency is a group of professionals that work together to produce advertisement . The
first meeting between the advertiser and the advertising agency is called THE BRIEF STAGE.
Brief is the information provided by an advertiser of a product or service to be advertised and
it is given to the advertising agency. An advertising brief must include the following:
0. Products category
 0. Target consumers/buyers
0. Comprehensive list of product’s benefits
0. Product USP
0. Market segmentation or coverage
0. Workable budgets
0. The medium or media to be used
0. The period for the running of the adverts

The brief must be comprehensive enough to allow for a good working relationship between the
advertiser and the advertising agency. Where a brief lacks essential information, the account executive
must ask questions that will provide needed information.

THE CONTACT REPORT STAGE

After the first meeting between the advertiser and the advertising agency where a brief must have
been exchanged. The representative of the advertising agency should convey a meeting where a
brief is discussed. At the contact report stage, the different departments that make up the advertising
agency pick up their role.

AGENCY’s RESPONSE TO THE BRIEF(stage)

It must be emphasize that every decision on a copy must be expressly approved by the advertiser.

COPY PLATFORM

At this stage , a copy must have been agreed upon and must have been gratified by the advertiser.
Afterwards, other advertising agency will come up with a copy platform that reflects everything
regarding placements, specification, media, quantity and the rest.

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CATEGORIES OF ADVERTISING COPY

Every advertising copy sells a product or service thus, 2 types of advertising copy exist
1. Product selling copy
2. Service selling copy
THREE APPROACHES TO WRITING ADVERTISING COPY.
1. Descriptive approaches
2. Narrative approach
3. Expository approach
It is very important to understand copy writing from the perspective of an approach, every service
or product present different peculiarities for copy writing. The onus is on the copy writer to adopt
a most suitable approach for the copy, the need for the copy writer to be flexible can not be over
emphasized.
A flexible copy writer is absolutely objective open to many options and approaches and always
willing to try new possibilities, the approach adopted for a copy must be suitable both to the medium
and the audience.

Descriptive approach: this approach employs descriptive words that are capable of creating mental
images in the minds of the target audiences or the readers, this approach is very suitable when
the objective is to emphasize the features of a product, the essence of a descriptive approach is
to register the uniqueness of a product in terms of it features. One important objective of this
approach is to create recognition for the product, this approach is often considered for highly
competitive products that strive for outstanding recognition, the power of this approach lies in the
effectiveness of words that are employed .

NARRATIVE APPROACH: the narrative approach uses a story telling format to pass important
messages about a product or service. It is a simple approach that relies on a profile of a product
or service over a period of time, every product or service that has been in existence of a decade
or more most have a reach profile upon which a story can be told. The narrative approach chronicles
the development of a product or service from one stage to another, these approach is mostly used
for successful brand.

EXPOSITORY APPROACH: The expository approach attempts to explain some important things
about a product or service. The approach is used to create understanding about a product or service.
This approach is very suitable for the demystifying complex processes.
Every advertising copy uses one of these approaches though the copy writer maybe unconscious
of it. What is most important is selecting an approach is it suitability to the copy.

NEWSPAPER ADVERTISING
The newspaper is the chief among the print media because of the quality of information it contains,
which make readers to preserve it.
The newspaper can be used to capture specific audiences because the operate at the international,
national, regional and local. The newspaper is also considered affordable for the target audience.
The newspaper is very effective for the advertising body copy.

ELEMENTS OF NEWSPAPER ADVERTISING

1. Headline
2. Sub-Headline
3. Body copy
4. Caption
5. Blurb or balloon
6. Box or panels
7. Slogans, logo or signature.
However not all of these elements will feature on a newspaper advertising copy, the copy writer
determines the elements to include base on absolute conviction. The newspaper advertising copy
is renowned for the inclusion of advertising body copy. Newspaper advertising copy is actually
written for the educated ones.

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RADIO COMMERCIAL AND RADIO ADVERT COPY

In preparing advertising copies for radio commercials, a copywriter must take into condo the
fact that radio is a blind medium. This implies that the copywriter is left with his ability and power
to manipulate spoken words. Radio appeals only to the sense of hearing and a copywriter with
the understanding .
Radio is an everywhere media , and this makes it the choice of many advertiser and advertising
media strategist. Radio is pervasive. The advertising copywriter uses the advantages of radio as
a leverage for good returns on advertising.

WHAT ARE THE ADVANTAGES OF RADIO?

0. Radio is cheap in all respect;

⁃ radio is cheap to get
⁃ radio commercials are very cheap to sponsor
0. Radio is suitable both to the literate and to to the illiterate.
0. Radio allows for multiple use of languages without additional cost.
0. Radio has the widest reach.
0. Radio commercials can be prepared in the shortest time possible.
0. Whatever errors made in a radio advert copy can be easily corrected.

A radio commercials relies heavily on the power of imagery. A copywriter for a radio commercial
must be able to use words effectively to create desired images in the minds of the audience. Radio
commercial copywriters carefully select words that can create images in the minds of the audience.
Effective radio copies must leave the audience with imaginable impressions. In other words, the
audience must see pictures or images as being created by the copywriter through the use of words.
In radio copywriting, there’s no room for wasted words .

ELEMENTS OF A RADIO ADVERTISING COPY

Though radio is not a visual medium . Copies for radio advertising commercials use the following
elements;
0. HEADLINE
0. BODY COPY
0. SLOGAN
0. COUPONS.
All these elements feature in every radio commercial. In writing radio advertising copies, emphasis
is always on the products or services. And as much as possible, the copywriter attempts to repeat
them as many times as possible. The radio advertising copywriter must determine important
information to include on the copy.

FORMATS FOR RADIO ADVERTISING COPY

0. MONOLOGUE FORMAT: it involves a person to render the copy.
0. DIALOGUE FORMAT: it involves the use of two or more people interchanging roles .
The two or three people involved must blend. It must be noted that the dialogue format may not
be suitable for every radio commercial however it has the advantage of absolute effectiveness.
0. MUSIC FORMAT: This format the message of the advertising copy is composed into
a song. Songs are memorable and have a way of stickling to our brain as a result of repetition.
0. DRAMA FORMAT: one thing that distinguishes drama from other literary genres is
its extensive use of characters, such characters as expected to be amusive. In most cases , comedians
are used for a drama format . The uniqueness of drama format in its ability to engage the audience.

Finally, the first five to ten segments of a radio commercials must effectively arrest the attention
of the audience. It can be likened to the intro of any form of writing. Failure to arrest the attention
of the audience within the first five to ten seconds can jeopardize the entire copy.

On a final note, the following can be used to arrest the attention of a radio commercials;
• MUSIC
• SOUND EFFECT
• INTERROGATION