Advertising/Radio

Radio

Important aspects of a radio ad are duration and tempo. Some ways to use tempo include pausing for emphasis, and making the tone competitive or mellow. Radio advertisers try to make a "natural rhythm": using emphasis to create beats in words and phrases.

Types

• Pitch - An announcer talking.
• Situation - A dramatization, or "story"
• Song

Other types of radio ads are combinations of these three:

• Bed - Pitch with a Song background.
• Donut - A Song with a Pitch in the middle.
• Tag - A Song with a Pitch at the end.
• Vignette - A Pitch, followed by a Situation, followed by a Song

The basic structure of a radio ad is Context (beginning), Content (middle), Conclusion (end).