Radio Advertising

What is It?

What is it?• Effective?

–

• Advantages?–

• Disadvantages? –

What is it?• Effective?

–

What is it?• Advantages?

–

What is it?• Disadvantages?

–

You're Not Buying a Commercial, You're Buying an Audience

• Radio stations sell time

• They sell access to markets.

• Key feature of a radio station is “format”– the type of programming it features

• Format determines the audience

• Audience determines the advertisers.

Buying Radio Time: Pick Your Day-Parts

• Day is divided into day-parts (not hours)– A.M. drive timeA.M. drive time, 6 a.m. to 10 a.m., has the

most listeners– MiddayMidday, 10 a.m. to 3 p.m., will have

considerably fewer listeners– P.M. drive timeP.M. drive time, 3 p.m. to 7 p.m, will have

almost as big an audience as the morning drive time

RADIO STATS

The REACH of RADIO POWER

Radio Stats

Future of Radio Advertising

Future of Radio

Examples

Radio Ad Examples

• ET ROBBINS EXAMPLES– Altima– College

RADIO LOUNGE EXAMPLES – Verizon– Break Up– Texans (Moulds)

Student Examples

• Level Night Club

• Fireworks

SCRIPT WRITING

• Write for the EAR not the eye!

Script Writing TIPS

• Identify Core Message• Touch Emotions• Paint a Picture• Sell Results not the Product• Make a specific offer• Demand an action

Radio Copywriting Examples

• Example 1

• Example 2

• Example 3

CrEaTe a RaDiO aD

• Step 1 – Write the Script–Radio Ad Script Assignment

• Step 2 – Record Voices• Step 3 – Import Music/Effects• Step 4 – Produce as .MP3

–Radio Spot Creation Rubric

PRODUCING

• AUDACITY BABY!