What makes a good radio advert?

Target Audience All adverts, through any text, need to address their target audience. This can determine who will be interested in the product the company/conglomerate are producing. Audiences are typically broken down into male and female, then age groups.

Radio adverts and stations which appeal to gender So, for example, these radio stations are more likely to appeal to men (stereotypically) TALKSPORT KERRANG And these radio stations will appeal to older audiences CLASSIC FM GOLD MAGIC

A good radio advert should have A specific message or theme A voice that is clear and audible A good understanding of the audience they are targeting. A cost efficient basis Something that gets in the audiences minds.

Getting into the audiences mind Radio adverts have to work harder than TV or Internet adverts because they are deprived of visual means. Where as sometimes subliminal messages and underlying tones can be identified in visuals, it is more difficult through the voice as the audience cannot see hidden meanings. The hypodermic needle/magic bullet effect can be used to make an advert appeal to audiences even when they are not paying full attention to the text.

Jingles in radio Jingles are another way of attracting audiences. A catchy theme song or tune can interpellate audiences into the advert, creating an interest. Examples of interesting radio jingles vary between local and national radio.

Local Examples For Bournemouth, the local radio stations are… Fire 107.6 Heart (Bournemouth) Coast 106.6 Adverts include local companies such as independent insurance companies, small car dealers and shopping centres in the local area.

Local Radio All of these companies have advertised on local radio.

National Radio BBC Radio (Who don’t advertise) Classic Gold Magic 105.4 Heat Radio Smash Hits Radio Kerrang Radio

National Radio All of these companies have advertised on national radio.

People used in Radio Adverts Men and Children are used more than Women in radio adverts. Usually this is either because of the recognition of a powerful, authoritative figure or a connection with a child.

A good radio advert should have some of the following... A clear and friendly voice at the helm of it. Use of a catchy jingle, catchphrase or part of a song. A message or opinion to share Humour