Download free eBooks at bookboon.comMarketing Communications
Advertising Techniques
RADIO ADVERTISEMENT PRODUCTION
In the production of radio commercial, a script is first written. The script contains copy, sound effects and
other instructions, it is written to guide commercial participants. The script is sent to the advertiser for
approval after which the radio producer hires the necessary performers, makes provisions for the sound
effects and music. Rehearsals are conducted under the supervision of the producer and the advertisement
is put on tape for broadcast. A radio commercial can be relayed on air live with a station announcer and
other performer reading the commercial at the time it is being broadcast.
wRITING A SCRIPT FOR RADIO ADVERTISEMENT
In radio commercial, words and sounds comprise the message’s weapon of communicating the ideas of
the writer to the receiver. Effective messages can be written, using these guidelines:
SIMPLICITY: use known words, short phrases, simple sentence structure. Build around one main point.
Avoid confusing the listener with too many message points.
CLARITY: keep the train of thought on one straight track. Avoid side issues. Use the active voice in
simple sentences. Avoid adverbs, clichés, and ambiguous phrases. Delete unnecessary words. Write from
draft to draft until your script becomes unmistakably clear and concise.
COHERENCE: be certain your message flows in logical sequence from first word to last, using smooth
transitional words and phrases for easier listening.
RAPPORT: remember, as far as your listeners are concerned, you are speaking only to them. Try to
use a warm, personal tone, as if you were talking to one or two persons. Make frequent use of the word
“you”. Address the listeners in terms they would use themselves.
PLEASANTNESS: it is not necessary to entertain simply for the sake of entertaining, but there is no
point in being dull or obnoxious. Strike a happy medium, talk as one friend to another about the product
or service or the central point of your message.
BELIEVABILITY: every product or message has its good points. Tell the truth about them. Avoid
overstatements and obvious exaggeration, they are quickly spotted and they defeat the whole purpose
of the message. Be straight forward, you will convey the feeling of being a trusted friend.
INTEREST: nothing makes listeners indifferent faster than a boring message. Products, services or
messages are not fascinating in themselves; it is the way you look at them that makes them interesting.
Try to give your customer or listeners some useful information as a reward for listening.