Radio Ads Production Tips

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Published: 01st November 2012
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It is said that stations promotion is the cinema of the brain, because the pictures created by stations come from within. It's likely that stations promotion is able to paint such a long term mental picture, as radio ads rely intensely on the creativity of its viewers. The air stations - cinema metaphor jewellery especially true for those of us who engage in stations professional development. When you have 60 seconds to express a message that obliges generally preoccupied viewers to act, and you remove away all graphic helps such as eye capturing print styles or interesting photography, you are left with the interesting task of creating a cinema of the brain that not only entertains, but motivates people to take immediate action. Here are a few stations professional development tips that can help set the stage for a successful stations ad.

This is an extremely important aspect of any radio commercial production process. While radio production costs significantly less than other mediums, if you fail to cast the right voice talent for your radio ads the outcome will likely be a lot of wasted time and potentially a lot of wasted money. Studio time, direction time, and commercial production - these all cost time and money. The best way to avoid wasting time and money in the production process is to hire the right talent for the job. In order to cast the correct voice talent, you must have a strong understanding of the tone of the spot. The tone will vary based on product, target audience, etc. but there are a few qualities to look for across the board.

First, a voice must grab attention - look for voices that stand out in some way; a voice that can break through the clutter. Next, the voice needs to have authenticity. Radio listeners need to believe in the message the voice talent is trying to convey. You'll also want to understand the type of voice that will resonate the most with your target audience. Before going into a radio ads production session, it is extremely important to have the above considerations in line.

An obvious tip is that crisp, clear sound works best on the radio. Delving deeper into that advice, there are a few not-so-obvious ideas to work with. One aspect to consider for making an ad stand out is the question of music background. Often times, a voice talent is drowned out or the audience is distracted by music that is too loud or simply too "busy". In order to ensure your message is received, take time to consider whether you really need music in the spot at all. If the music isn't there for a specific reason, chances are - you do not need it. Another radio commercial production tip to chew on is to make sure the audio quality is excellent on any spot your produce. If you're editing in-house, be sure to save your working files as wav files, so you don't lose quality with each saved draft. Each time an Mp3 file is saved and re-saved, the overall audio quality decreases, so if you're working on radio commercial production yourself, make sure to keep this in mind. If you're working with a studio, ask them which specs they'll be recording at, and in which format you'll receive the files. It would be a huge mistake to put a lot of time, money, and effort into excellent copy and direction, yet end up with a radio ad that doesn't perform well because the audio sounds muffled or unclear.

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