Radio Commercials

The writer of radio commercials must keep the following in mind: the approach to be used; the timing; and certain basic rules.

Approaches in Presenting Radio Commercials: Announcer – the message is delivered by one voice First Person – the voice of the customer is heard giving the advantages of the product Music – commercials using mainly music or jingles Product in Use – commercials make use of sound effects in order to give the illusion of actual use Endorsement – endorsements by famous people Dialogue – using two or more characters talking about the product or service

Timing: The professionals who study radio advertisements have found that the following are the most successful timing rules: 30 seconds – 65 words 60 seconds – 125 words It should be noted that very successful radio commercials have been written both with greater and lesser content

Basic Rules: The following are a few key rules for preparing a successful radio commercial: the advertisement must have meaningful content – a commercial has a very short time to make its point there must be listener identification – the audience to which the advertisement is aimed at must feel a sense of attachment to the message the advertisement must meet listener expectations – one would not advertise a prestige restaurant with rock music in the background

Radio Script Client: Ontario Apple Marketing Commission Product: Ontario Apples Length: 60 seconds

Vocals: OH APPLES … SOMETHING SO REAL OH APPLES … APPLE APPEAL NORM: Hi, Norm and Fred here on behalf of Ontario apples. FRED: Hi, Norm. NORM: What’s that elephant doing here?! FRED: He’s here to do the commercial for Ontario apples. NORM: An elephant, Fred, why?! FRED: So people remember they can still get Ontario apples this time of year. NORM: That’s great Fred, but … FRED: And they’ll remember that Ontario apples are as crispy and crunchy as the day they were picked. NORM: I know that Fred, but … FRED: And remember, elephants never forget.

NORM: Great Fred, but what does he do for an encore? FRED: Encore, watch this, I taught him how to tap dance while juggling 3 Ontario apples. SFX: ELEPHANT TAP DANCING NORM: (Pause) You have lost your mind. How are you going to pay for him? FRED: Oh, he works cheap. NORM: Don’t tell me, for peanuts? FRED: Nope, for Ontario apples. NORM: Oh, brother. Where did you get a tu-tu that big? JINGLE: FROM THEIR TOPS DOWN TO THEIR BOTTOMS, EAT ONTARIO APPLES …. YOU’LL BLOSSOM VOCALS: GOOD THINGS GROW IN ONTARIO