17

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 ...

Get Radio Production, 6th Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.