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Making a Radio Advertisement
When people think mass advertising they usually think the internet or television. These days radio and print advertising are second thoughts to many people but in reality radio is still an extremely effective way to get your message across as the drive time audience for radio in the morning and afternoon is still one of the largest audiences in media. Radio is extremely cost effective as well and as long as you keep some basics of radio advertising in mind when you are creating your radio ad then you will find success with it.
First and foremost your radio advertisement needs to be right to the point. Radio does differ from television in many ways and one of the most notable ways to those that advertise on the radio is that the attention span for radio is much shorter than it is for television. You need to grab people’s attention right away with your radio ad in order for them to stick around a listen to the rest of your ad. Take the time to listen to the advertising that is on the radio now and you will get an idea of how people grab the audience’s attention when their radio ad comes on the air.
Because there are no images to accompany your radio advertising you have a certain amount of freedom that you do not have with television. If you want people to believe you are on an airplane doing your radio ad then all you need to do is tell them you are on an airplane and they will picture it themselves. With a television ad you would need to build an airplane set of some sort to really make the point effective. With radio there is no need for sets, all you need to do is create an effective way of setting the proper mood and the audience will do the rest with their own imaginations. This is just another way that radio advertising is much more cost effective than television advertising.
As you sit down to plan your radio ad you need to keep the two basic facts previously mentioned in mind. You need to get your message out in a hurry and you can use your listener’s imagination as your soundstage and create the setting in their mind with sound effects or some clever wording. The most effective radio ads are usually ones that are centered around humor but remember that in radio it is easy for the listener’s attention to drift so always keep your radio ad on message. That tendency for the audience’s attention to drift is why most radio ads are only 15 or 30 seconds. It is not very cost effective to invest in 60 second radio commercials because of the potential to lose your audience after the introduction of the ad.
The creation of your radio ad is something best left to professionals. Be certain that the voice you choose to be the main voice in your ad is what you really want because people that remember your ad will remember the person’s voice in that ad as well. The ad and the voice will become one and the same so choose the voice wisely. Timing is critical in a radio ad and that is why it is best left to professionals. Allowing professionals to create your ad means you will get even more value out of an already valuable advertising medium.
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