I.L.C.S Sound in advertising The radio case Ali BENHAMMOU 2012 Radio elements The radio creation is a combination of words, sound and music Words to describe the product to build desire • • • Sound to complement words, to act for mood and action Music for familiarity, should be adapted for the brand Manual effects : produced live Recorded effects Electronic effects : with studio equipment Sound: radio essential • Directed to the imagination of the listeners • Ads should create a “theater in the mind” through sound because radio creates a “theater scenes” for the listeners imagination by painting pictures in sound • Human voice is the most important sound in radio (beside music, special effects…) • We talk about « voice stamp » (timbre de voix) www.bestradiocommercials.com The radio script • The script should be written in a professional manner containing the intro (attractive and rise attention), the product benefits and the closing • Script characteristics : simplicity, clarity, coherence, pleasantness, believability, interest, and distinctiveness Sequences 1, 2….. Sound Words, sound music Duration and In seconds Radio basic elements 4 basic elements in radio commercials: 1. Look for an idea, a line or concept valorising your argumentation and product 2. Work on discourse before, whether it is a dialogue or a monologue • Dialogue gives the audience the chance to participate • Monologue creates intimacy for the audience 3. The script, choice of words (not more than 20 words in a sentence) • The promise shouldd not come first, for more efficiency we talk on the «Unique Selling Proposition» (USP) in the heart of the discourse, a strategic and central moment • Always think about «Call To Action» (CTA). 1. Respect timing, 120 words for a 30s spot - 2 to 3 words/sc • The 5 first seconds are important, the ear-catcher • The conclusion is also important Radio technics • Straight announcer : to deliver the entire script • Two-announcer : to give variation in voices • Announcer-actor : for animation purposes • Slice-of-life : to give audience members something or someone they can relate • Combination : use of 2 or 3 of these techniques • • • • 10 seconds : 25 words 20 seconds : 45 words 30 seconds : 65 words 60 seconds : 125 words Radio placement Define your campaign goals: • Before you start a radio campaign, you need to have simple, straightforward, and measurable goal. Have • • • a simple message: Keep your message simple: Talk about Benefits Show Undeniable Value Ask the listener to take an action Home-Run Radio Ad (HRRA): • Audience will need to hear your ad 11 times before they LISTEN to it. • The number of times a radio station listener hears your ad is called the commercial frequency. • You might need 30-50 times to get a frequency that convinces listeners. How long should the commercial run?: • Need to constantly run a commercial. • Running 2 weeks on and then 2 weeks off is a good compromise that gets the frequency.