I spent several years writing, creating, voicing and producing radio ads in Detroit. Here's an excellent article on how to create better and more effective radio ads:
Radio, the Ultimate One-on-One Medium: Why Certain Vocal Characteristics Can Make or Break an Ad
By Dan Hill
Each radio advertisement that goes on the air is used to deliver a message to the consumer. These messages are usually finely-tuned to fit perfectly into a specific amount of time while also ensuring that all important pieces of information are delivered to the listener.
Unfortunately, there is not enough focus on the vehicles that deliver most of these messages: the voices. There are three major issues to consider when analyzing the vocal performance of a given advertisement.
The three vocal aspects are: pace, pitch and intonation. Altering these vocal aspects can also change the way that the message is perceived or whether the listener receives the message at all.
Read more, including testing a number of radio ads with WBEB-FM Philadelphia, at RBR.com
Wednesday, July 30, 2008
Create Better Radio Ads
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