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Making the mind create the image.
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Radios are everywhere
 Car radios, clock radios, elevators, grocery stores,
dentist office…RADIOS ARE ALMOST
EVERYWHERE.
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Prior to the television, Radio’s were the
primary source for broadcast advertising.
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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.
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Advertising is done
station-by-station
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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
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Radio reaches its target markets in two ways.
 Program Style
 Program Time
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It bases its fees on both of these factors.
Radio stations can deliver a message to its
audience based on these two factors.
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Radio stations use different styles of
programs.
 Music
 Talk
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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
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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)
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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
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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
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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.
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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.
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This is the key imaginative device for radio
ads.
People often associate things to sound.
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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.
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Write a script and create a 30 second radio
advertisement.
Record the Radio Ad.
 Ad must have music/ jingle
 Ad must have sound effects
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Due: