Making the mind create the image. Broadcast- Radio

The Radio Radios are everywhere Car radios, clock radios, elevators, grocery stores, dentist office…RADIOS ARE ALMOST EVERYWHERE. Prior to the television, Radio’s were the primary source for broadcast advertising.

Tonight on the CBC Radios are a great way for local advertising. Canada does not have a national commercial radio station. The CBC is a Crown Corporation and does not allow advertising. Advertising is done station-by-station

Where can we Advertise? Advertising is done station-by-station An advertiser must select from over 500 independent radio stations in order to execute a national campaign The one saving grace is that many stations in different markets are owned by the same company for example Rogers or Chorus

Why the Radio Radio reaches its target markets in two ways. Program Style Program Time It bases its fees on both of these factors. Radio stations can deliver a message to its audience based on these two factors.

Formats Radio stations use different styles of programs. Music Talk Some stations mix formats depending on the time of day. DJ’s have very little to do with the what's being played on the station The music director controls the schedule

Timing Different audiences listen to the radio at different times of the day. Wake-up (6:00-10:00am) Mid-Day (10-4:00pm) Drive (4-7:00pm) Evening (7-11:00pm) Late Night (11-6:00am) Weekend (Saturday and Sunday)

More Timing The more popular time slots obviously cost more to advertise in. The advertiser and radio station must know the listening habits of their audience in order to reach the maximum number of desired listeners

Creating a Radio Ad Radio takes advantage of Imagination A good radio ad has the audience imagining many things. To accomplish this one must take into consideration Music, Voice and Sound Effects and Script.

Created by Orson Wells; aired 1938 War of the Worlds

Music Music is used to capture the attention of the audience The rights to use songs need to be acquired in order to use it in an advertisement The type of music used will reflect the listening audience.

Voice There are three possible choices for the speaking parts of the commercial. Local Disc Jockey- who has built a loyal audience, but audience may tune it out. Professional Radio Commercial Studio- offers a unique message, but is often too expensive for local advertisers. Advertiser’s Voice- another unique way of presenting the message, an untrained radio voice.

Sound Effects This is the key imaginative device for radio ads. People often associate things to sound.

The Script Each of these devices are important, but they must be assembled together in a script. If the Script is not done very well the effectiveness and impact of the ad will not be as strong. Many radio stations offer an advertising team to aid local merchants in creating effective radio advertisements.

Your Task Write a script and create a 30 second radio advertisement. Record the Radio Ad. Ad must have music/ jingle Ad must have sound effects Due: