Radio & Television Advertising
WHAT IS ELECTRONIC MEDIA?
 ...Media which transmits sounds or images
electronically, including radio and television.
THE MEDIUM OF RADIO...
 Radio is a personal, one-on-one medium; people
listen to alone.
 It is mobile, entertaining people who are driving,
walking, or at home.
 There are more than 10,000 AM and FM radio stations.
 Ads are presented in 10-, 20-, 30-, or 60- second time
periods.
WHO USES RADIO?
 Over a lifetime of 70
years, the average
person spends almost 6
years listening to the
radio.
 In an average week, 93.6%
of the U.S. population listens
to radio.
 The average American
listens to the radio more
than 3 hours every
weekday, and 5 hours on
the weekend.
ALL ABOUT THAT PERSUASION,
THAT PERSUASION, NO TREBLE…
 Because consumers can’t “see” what is being
advertised through radio, but can only “ hear”
what is being sold to them…radio ads utilize the
Powers of Persuasion !
 Let’s see how well YOU fare….
RADIO ADVERTISEMENT FORMATS
1. Straight Announcement
One person, usually an announcer delivers the message.
Music may play in the background.
Very popular because they are adaptable to almost any
product or situation.
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2. Presenter
Uses one person or character to present the product and
carry the sales message.
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Ex.) Celebrities (Catherine Zeta Jones for
T-Mobile) & animated characters (Tony the
Tiger)
RADIO ADVERTISEMENT FORMATS
3. Testimonial
A satisfied user tells us how effective the product is.
Must be believable and not distract from the product.
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4. Musical
Musical commercials, also known as jingles prove to bring
much success to companies.
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Donut: Entire commercial is sung, with a hole for spoken copy
in the middle.
Hook: Jingles should have this. Part of the song that sticks in
your memory.
Real Men of Genius
RADIO AD “NO-NO”…
 Everything You Never Want to Hear in a Radio
Ad
AD AGENCY ACTIVITY!!!
 Using the activity you just
completed, choose 4 of the
scenarios to develop radio ads
around- utilizing each of the 4
radio advertising formats
( straight announcement,
presenter, testimonial, and
musical )!
 So….each agency group will
turn in a total of 4 radio
advertisements by the end of
the class period.
 And remember…each of the 4
types of radio advertising
formats MUST be used!
ADVANTAGES VS. DISADVANTAGES
o Target audiences.
o Affordability
o Frequency
o Flexibility
o Mental imagery
o High level of
acceptance.
o
o
o
o
o
Listener
inattentiveness.
Lack of visuals.
Clutter
Scheduling or buying
difficulties.
Lack of control.
RADIO SCRIPT TERMINOLOGY
Segue: A transition from one element to another. For
example, one sound effect leads into another, but there is
no overlap in sound.
Fade in/ Fade out: Fade in means start from no sound, and
builds up. Fade out means the sound is brought down to no
level.
On/ Off Mike: On mike means spoken directly into the
microphone. Off mike means a sound will be spoken in the
background.
Crossfade: One sound fades into another, so in other
words, there is a time that they are both being aired.
RADIO TERMS CONT’D
Up, down, & under: Up means increasing the level of
music. Down means immediately decreasing. Under
means keeping music in the background throughout the
spot.
Stinger: An audio exclamation point. For example, a horn
or other attention-getting short sound.
Cut: An abrupt change in sound. Similar to a cut in
video.
RADIO AD
<Stinger> Car starting and the engine revving.
<Crossfade> Car driving off.
<Fadeout> Off car noise.
<Bill> “Wait a minute…you don’t have to go all the way
down to Mexico to get a good margarita and have fun”.
<Cut> Screeching sound of car brakes.
<Segue> “Happy” Mexican music.
<Under> Keep Mexican music under while a male with a
strong Mexican accent comes on.
<Juan> “Come down to Chevy’s Fresh Mex where the
margaritas flow like water and where everyday is Cinco
De Mayo”. “We also prepare the best Mexican cuisines
from here to Tijuana”. “The atmosphere is great and the
fun never ends”. “Who says your kids are the only ones
that have fun these days.”
<Bill> “So come on down to Chevy’s…the spice in your
life!”
THE TELEVISION AUDIENCE!
 Over a lifetime of 70 years,
the average person with
spend nearly ten years
watching television; with the
average family watching 8
hours and 11 minutes of
television each day!!!
 An estimated 98 million
households have at least 1
television set.
 1,375 commercial television
stations, affiliated with ABC, CBS,
NBC, or Fox.
 84 ad-supported cable networks.
 11,600 local cable channels.
ADVANTAGES VS. DISADVANTAGES
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Mass coverage
Some selectivity
Impact
Creativity
Prestige
Social dominance
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High production cost
High airtime cost
Limited selectivity
Brevity
Clutter
Zipping & zapping