Digital Advertizing

Digital Advertising

Lesson 15: Structuring process for Radio, TV and Video Advertisement Copy

Structuring a Radio Advertisement

The production of a radio commercial starts with a script that contains copy, sound effects and other instructions for the participants. The script written is passed on to the advertiser for his approval. Once it is approved, a radio producer arranges for hiring of performers, sound effects, music and conducts rehearsals for recording. When the producer is satisfied with the rehearsals, a master tape of the final performance is made. Duplicates of these original commercials are made on an acetate record or by means of an electric device called electric transcriber. Acetate records are capable of being produced quickly. The limitation is that only 50 percent can be given from each record. On the other hand, electric transcriptions is economical whenever larger number of duplicates are required. various steps involved in structuring radio advertisement is shown in the figure.

The length of time for advertising message thorough radio is divided into three parts - Opening seconds, body seconds and closing seconds.

Opening seconds are to invite the attention of the listener, which may be of 20% of the total time.

Body seconds are to elaborate, explain, demonstrate and repeat the message for which 70% of the time is utilised.

Closing seconds are to reinforce the message in the remaining 10% of the time.

If the advertisement length is one minute time allocation is shown.