Making commercials

The purpose of an advertisement is to sell things. It is not there simply to amuse people or to impress the chairman; it is designed to move goods off shelves, cars out of showrooms, and customers eagerly towards services. The radio advertiser must use a good deal of skill in motivating a target audience to a specific action. The effective advertisement will:

•    interest

•    inform

•    involve

•    motivate

•    direct.

Many commercials are made by advertising agencies in conjunction with specialist production houses. They arrive at the station, mostly by email, or by downloading as a WAV. file with a password from the advertising agency’s server. However, producers may be called upon to make their own local commercials ...

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