1. Techniques in Print & Broadcast Advertising
Creating Radio Advertisements

2. RC Production Process Pre-production Arrangements and preparation
Pre-production 
Arrangements and preparation
production
Scriptwriting
Talent-casting (workshop) Jingle composition
for    
Writing of a study script which includes
necessary copy points
Jingle writer make s final interpretation
all 

3. RC Production Process…Cont’d Production Post production Taping (audio)
Production 
Taping (audio)
Recording  
Post production 
Editing
Sound effects 

4. Radio Commercials Length: English: Filipino: Or: 10s, 15s, 30s or 60s.
Length:
English: Filipino: Or:
10s, 15s, 30s or 60s.
6 syllables/second   10
syllables/second  
10s:20-25
20s:40-45
30s:60-70
words
words words   
60s: words
Radio Commercials cater to varied segments 

5. RC Essentials To be heard, an advertising message must be catchy,•
To be heard, an advertising message must be catchy,
interesting and unforgettable.
The RC must communicate key messages about the product
Put appealing propositional benefit into layman’s terms (memorable, entertaining)
Theater of the mind- put copy in terms of a story
Listeners decide within 5 to 8 seconds if they’re going to pay attention.
Radio copy must be intrusive but not offensive. • • • • •

6. Exposition (define scenario)
Parts of
a RC
(Think
AIDA!)
1 second silent space
Exposition (define scenario) 1. 2. 
Special sound effects or “peripherals”
No more than 3-5 seconds
Eg. Lifestyle of prospective buyers; should be identifiable with target market/consumers  

7. Call to action-Eg. “Try it
Parts of a
RC…Cont’d
Main dialogue-elaborate
message
Call to action-Eg. “Try it
on the 1.
now!” 2. 
Approx. two seconds
Product tagline-1 second
Miscellaneous-government regulations, disclaimers
1 second silent space 3. 4. 5.

8. Instructions for Radio VO: Voice over AKA announcer SFX: Sound effects
VO: Voice over AKA announcer
SFX: Sound effects
DAU: Down and under. Sound effects fade as voice comes on.   
UAO:
on.
FADE
Up and over.
Voice fades as sound effects
come 
IN- getting louder
OUT- getting softer
IN AND OUT
IN AND UNDER-get loud and becomes   
background throughout the commercial
CROSS FADE-for 2 peripherals and sound effects 

9. Creating Effective RCs
Make the big idea crystal clear. 
Concentrate on one main selling point.
Radio is a good medium for building brand awareness, but not for making long lists of copy points or complex arguments.
Mention the advertiser’s name early and often.
Take the time to set the scene and establish the premise.  

10. Creating Effective RCs
Use familiar sound effects. 
Ice tinkling in a glass, birds chirping, or a door
shutting can create a visual image. works if the meaning is clear.
Paint pictures with your words.
Music also 
Use descriptive language to make the ad more memorable.
Make every word count.   
Use active voice and more verbs than adjectives.
Be conversational.
Use pronounceable words
and short sentences.

11. Ask for the order. Creating Effective RCs Be outrageous.
Be outrageous. 
The best comic commercials begin with
totally absurd premise from which all a
developments follow logically.
But
remember, if you can’t write humor
really well, go for drama.
Ask for the order.  
Try to get listeners to take action.

12. Presentation counts a lot.
Creating Effective RCs 
Remember that radio is a local
medium. 
Adjust your commercials to the language
of your listeners and the time of day they’ll run.
Presentation counts a lot.  
Even the best scripts look boring on
paper.
Acting, timing, vocal quirks, and
sound effects bring them to life.

13. Common formats for RCs Straight Announcement Presenter Commercial
Straight Announcement 
Announcer delivers the sales message.
Can be designed as an integrated commercial (woven into a show or tailored to a given program)  
Presenter Commercial 
Uses one person or character to present
the product and carry the sales message.
A radio personality may ad lib an ad message in his or her own style. 

14. Common formats for RCs Testimonial Demonstration
Testimonial
Demonstration
Musical commercials or jingles   
Variations: Entire message may be sung;
jingles
may be written with a donut in the middle (a
hole for spoken copy); or orchestras may play symphonic or popular arrangements.
Musical logo (Eg. Nokia and Intel)
Should have a hook (part of the song that sticks in your memory)  

15. Animation Common formats for RCs Slice of life (Problem Solution)
Slice of life (Problem Solution)
Lifestyle
Animation  

16. Voice power Creative Ways to Sell on Radio Product Demo
Product Demo 
The commercial tells how a product
used or the purpose it serves.
Voice power is  
A unique voice gives the ad power. 
Electronic sound 
Synthetic sound-making machines create
a memorable product-sound association

17. Hyperbole (exaggeration) statement
Creative
Ways
to Sell on
Radio 
Customer Interview 
A spokesperson and customer discuss
the product advantages simultaneously
Humorous fake interview  
The customer interview is done on a
lighter vein
Hyperbole (exaggeration) statement  
Overstatement arouses interest in
legitimate product claims that might otherwise pass unnoticed, often a spoof.

18. Creative Ways to Sell on Radio
Fourth Dimension 
Time and events are compressed into a brief
spot involving the listener in future projections.
Hot property  
Commercial adapts a current sensation, a hit
show, performer or song.
Comedian power  
Established comedians do commercials in their
own unique style, implying celebrity endorsement.

19. Creative Ways to Sell on Radio used to convey product message.
Historical fantasy 
Situation with revived historical characters is
used to convey product message.
Sound picture  
Recognizable sounds involve the listener by
stimulating imagination.
Demographics  
Music or references appeal to a particular
segment of the population, such as an age or interest group.

20. Celebrity interview Product song Creative Ways to Sell on Radio
Imagery transfer 
Musical logo or other sound reinforces
the memory of a TV campaign
Celebrity interview  
Famous person endorses the product
an informal manner
Product song in  
Music and words combine to create a
musical logo, selling the product in the style of popular music.

21. Improvisation Creative Ways to Sell on Radio Editing genius
Editing genius 
Many different situations, voices, types
of music, and sounds are combined
series of quick cuts.
Improvisation in a  
Performers work out the dialog
extemporaneously for an assigned
situation.
May be postedited.

22. Don’t
forget 
AIDA sequence
Format 