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What the Sales Person at a
radio station really wants is for the advertising to work for you. Why?
Because if it works you will spend more money with the radio station and they
will make more commission, have nicer holidays and buy a bigger house.
This part of the site aims to explain how to get
the most out of your radio advertising, who will be involved in the process and
some of the pitfalls to be avoided. Someone once said that there are no rules in
Radio Advertising, that is rubbish, there are lots of rules, but sometimes they
can be broken if you know what you are doing. The trick is to either know what
you are doing or hire the services of people who know what they are doing.
I hope you will find the content here useful. If there are
other questions you have or you think there are other areas
that should be covered, or improvements I could
make please let me know.
You can e-mail your comments and suggestions to
info@radioadvertising.org.uk
or fill in our feedback form.
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Introduction The process of getting a radio
commercial written and produced and some of the people involved.
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Writing & Production
How do you start getting a radio
commercial written and produced? Can your radio station help you? Could you do
it yourself? Writing for sound and the spoken word. |
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Your Writer How to develop a relationship with the
person working on your radio commercials. How to get the best work |
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Writing to Time Why lots of
radio commercials sound bad and fail to communicate. How to avoid the common
pitfall of "over writing" How to develop a relationship with the person working
on your radio commercials. How to get the best work. Using different durations
- some of the advantages of longer ads, and how to use shorter commercials. |
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The Brief The key to your campaigns success. Simple,
concise, clear communication is the key to effective radio advertising. |
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Telephone Number When to put your telephone number in
and when to leave it out. How to say your number if it has to go in. |
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Common Mistakes Traps it's easy to fall in to. What
to look out for, and how to spot a badly written radio commercial. |
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Famous Voices Using well known
celebrity can give your
message a bit of extra sparkle. You can also borrow some of their personality
to work for your business. But there are things to watch out for. |
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Music Music can be very powerful in radio and TV
advertising. Here are some hints and tips to getting the best from a Musical
Identity or a Sonic Brand Trigger. |
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Licensing A quick explanation of why your radio
commercial it licensed, rather than bought out completely for your use. |
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Recruitment Radio can be
extremely powerful, not just in reaching people, but reaching the right people |
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Glossary Some of the terms you may hear, or see on
your radio script. |
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FAQ Some of those common questions
clients have about their radio advertising |
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