1. Ali BENHAMMOU 2012 I.L.C.S

2. The radio creation is a combination of words, sound and music Radio elements Words to describe the product to build desire Sound to complement words, to act for mood and action Music for familiarity, should be adapted for the brand Manual effects : produced live Recorded effects Electronic effects : with studio equipment

3. Directed to the imagination of the listeners Ads should create a “theater in the mind” through sound because radio creates a “theater scenes” for the listeners imagination by painting pictures in sound Human voice is the most important sound in radio (beside music, special effects…) We talk about « voice stamp » (timbre de voix) Sound: radio essential www.bestradiocommercials.com

4. The script should be written in a professional manner containing the intro (attractive and rise attention), the product benefits and the closing Script characteristics : simplicity, clarity, coherence, pleasantness, believability, interest, and distinctiveness SequencesSoundDuration 1, 2…..Words, music and sound In seconds The radio script

5. 4 basic elements in radio commercials: 1.Look for an idea, a line or concept valorising your argumentation and product 2.Work on discourse before, whether it is a dialogue or a monologue Dialogue gives the audience the chance to participate Monologue creates intimacy for the audience 3.The script, choice of words (not more than 20 words in a sentence) The promise shouldd not come first, for more efficiency we talk on the «Unique Selling Proposition» (USP) in the heart of the discourse, a strategic and central moment Always think about «Call To Action» (CTA). 1.Respect timing, 120 words for a 30s spot - 2 to 3 words/sc The 5 first seconds are important, the ear-catcher The conclusion is also important Radio basic elements

6. Straight announcer : to deliver the entire script Two-announcer : to give variation in voices Announcer-actor : for animation purposes Slice-of-life : to give audience members something or someone they can relate Combination : use of 2 or 3 of these techniques Radio technics 10 seconds : 25 words 20 seconds : 45 words 30 seconds : 65 words 60 seconds : 125 words

7. Radio placement Define your campaign goals: Before you start a radio campaign, you need to have simple, straightforward, and measurable goal. Have a simple message: Keep your message simple: Talk about Benefits Show Undeniable Value Ask the listener to take an action Home-Run Radio Ad (HRRA): Audience will need to hear your ad 11 times before they LISTEN to it. The number of times a radio station listener hears your ad is called the commercial frequency. You might need 30-50 times to get a frequency that convinces listeners. How long should the commercial run?: Need to constantly run a commercial. Running 2 weeks on and then 2 weeks off is a good compromise that gets the frequency.