The Advertising Media: Broadcast

Radio Advertising Television Advertising

RADIO ADVERTISING

Radio is significant medium for advertisers appealing to the mass market and housewives.

* Signal - The electrical impulses by a radio station. * Radio waves All signals are transmitted by electromagnetic waves.

* Frequency These differs from one another in frequency. * Amplitude All electromagnetic waves have height. The speed is measured by the frequency of waves succession per minute, or per second.
* Amplitude modulation (AM) has a variations in sound wave, While frequency remains constant. * Frequency Modulation (FM) Sound wave varies with a corresponding variations in its frequency.

The negotiated cost of time depends on classifications such as, * Drive time rate is an advertisement delivered during station breaks or program breaks. * Run-of-station is delivered at the discretion of the announcer. * Special features advertisements are delivered just in time with a traffic update, news report, or time report.

Radio advertisements may be delivered may be delivered live or pre-recorded. *Live A live commercial is delivered in person by the station announcer disk jockey, newscaster, or station personality. Most Radio Stations accept these maximum word length for live commercial scripts. 10 seconds 25 words; 20 seconds - 45 words; 30 seconds 65 words; 60 seconds 125 words.

* Prerecorded commercials are those produced by an agency, which had gone through talent section, musical scoring, sound track and voice recording. In recording radio advertisements, elements include the words, sounds which may have 3 basic sources, * Manual Sounds produced live with studio props. * Recorded - which are available from tapes, sound libraries or records. * Electronics - Sounds that are produced electronically on special studio equipment and music.

Steps in Radio Advertisement Production

1. The advertiser selects a producer or agency. 2. The producer or agency prepares bill of materials or cost estimates. 3. The producer or agency selects a recording studio. 4. The producer or agency selects talents. 5. The producer or agency selects a musical director and background music.

6. A rehearsal is scheduled. 7. The studio records music and sound separately. 8. The studio combines musical scoring and sound track with voices. 9. The producer or agency prepares several copies taken from master tape for distribution to radio stations or programs. 10. The advertisement is now ready on air !

Common Techniques In Radio Advertisement Production

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Straight Announcer Technique Two- Announcer Technique Announcer-Actor Technique Slice-of-life Technique Jingle-Announcer Technique Customer Interview Technique

Qualities That make Radio Advertisement More Effective

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Simplicity use short, simple, picture building words. Coherence Move from one topic to another; from one product feature to the next. Rapport always make use of the word you, referring to the listeners and customers over the radio. Believability adhere to truth in advertising; honesty in claims for features, benefits and advantages.

5. Interest develop listeners desire to experience the product advertised. 6. Distinctiveness make the advertisement unique with its tagline or slogan, music, sound or voices. 7. Compulsion finally desires for action, attracts listeners to act and buy the product or experience the service advertised.

Thank You for listening !

Prepared by: Leonilo Morata BSBA- III