< Advertising

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).

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