Advertising
Radio Commercials
Guglielmo Marconi invented radio in 1896. The first commercial transistor radio was the Regency TR1, which went on the market in the USA in 1954. Many people have contributed to the development of the radio. Radios grew in popularity in the late 1920s and became a common household gadget.
Radio commercials are considered an economical medium for advertising. It costs much less to produce a radio commercial and to buy airtime than to film a TV commercial and buy television airtime. However, radio commercials need to be effective in different ways than TV commercials, in order to grab the listener?s attention and cover all the key points in a concise, informative and entertaining manner.
Radio commercials can be in the form of radio copy read by on-air personalities or pre-produced spots of 5, 30 or 60 seconds. The advertising copy must be in a conversational style with important information repeated during the ad. Placement is the other key to radio commercials. An ad during morning or evening ""drive time"" is far more effective than an ad at 2 a.m. Typically, radio ads are bought in chunks since a high frequency of commercials during a short period of time has been proven to be most effective. It is easy to make last minute changes to radio scripts or spots, unlike television commercials, since they require more production.
Radio commercials must sell the benefits and not the features of a product. A major problem in business advertising today is the lack of coordination of a campaign in which all forms of media target the same message. They are also dependent on placement and have limited time in which to include all-important information. The scripts for the commercials are considered good only if the talent reading them can get the key points across efficiently and effectively.
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Alison Cole
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