Radio Commercials

Radio Commercials

The writer of radio commercials must keep the following in mind:

• the approach to be used;

• the timing; and

• certain basic rules.

Approaches in Presenting Radio Commercials:

• Announcer – the message is delivered by one voice

• First Person – the voice of the customer is heard giving the advantages of the product

• Music – commercials using mainly music or jingles

• Product in Use – commercials make use of sound effects in order to give the illusion of actual use

• Endorsement – endorsements by famous people

• Dialogue – using two or more characters talking about the product or service

Timing:

The professionals who study radio advertisements have found that the following are the most successful timing rules:

• 30 seconds – 65 words

• 60 seconds – 125 words

It should be noted that very successful radio commercials have been written both with greater and lesser content

Basic Rules:

The following are a few key rules for preparing a successfulradio commercial:

• the advertisement must have meaningful content – a commercial has a very short time to make its point

• there must be listener identification – the audience to which the advertisement is aimed at must feel a sense of attachment to the message

• the advertisement must meet listener expectations – one would not advertise a prestige restaurant with rock music in the background

Radio Script

Client: Ontario Apple Marketing Commission

Product: Ontario Apples

Length: 60 seconds

Vocals: OH APPLES … SOMETHING SO REAL OH APPLES … APPLE APPEAL

NORM: Hi, Norm and Fred here on behalf of Ontario apples.FRED: Hi, Norm.NORM: What’s that elephant doing here?!FRED: He’s here to do the commercial for Ontario apples.NORM: An elephant, Fred, why?!FRED: So people remember they can still get Ontario apples this time of year.NORM: That’s great Fred, but …FRED: And they’ll remember that Ontario apples are as crispy and crunchy as the day they were picked.NORM: I know that Fred, but …FRED: And remember, elephants never forget.

NORM: Great Fred, but what does he do for an encore?FRED: Encore, watch this, I taught him how to tap dance while juggling 3 Ontario apples.SFX: ELEPHANT TAP DANCINGNORM: (Pause) You have lost your mind. How are you going to pay for him?FRED: Oh, he works cheap.NORM: Don’t tell me, for peanuts?FRED: Nope, for Ontario apples.NORM: Oh, brother. Where did you get a tu-tu that big?

JINGLE: FROM THEIR TOPS DOWN TO THEIR BOTTOMS, EAT ONTARIO APPLES …. YOU’LL BLOSSOM

VOCALS: GOOD THINGS GROW IN ONTARIO