Creative

Execution on
Radio
 The peculiarities of radio as an advertising
medium.
 Identify the elements of radio commercials
and understand how they can promote
visualization without using any visuals.
 Learn to write the script for radio
commercials, and classify and recognize some
of the structures of radio commercials.
 Comprehend the basics of the production
process of commercials.
 An Introduction to Radio
 Number of unique characteristics that have ensured
its existence even in the midst of new media.
 A portable little medium that creates a personal
connection with people.
 Level of interactivity on radio is much higher than
any other form of media.
 Listener’s don’t have to fight for remote to listen to
radio.
 Audience tend to sing with radio’s song, visualize its
verbal descriptions, lend an attentive ear to it
dramas, laugh at its jokes, and listen raptly to its
daily newscast.
 Its is rarely used as a standalone medium, and
usually is a part of the larger media mix.
 The reason is, creating effective radio advertising
is tough.
 No exotic locales, popular models, beautiful
visuals, trick photography or fancy camera work
hide behind.
 Radio ads have to be extra creative simply
because they have to deliver a memorable
message only through sound and that too in a
short time span.
 Radio is a background medium that people listen to
when they are involved in different activities.
 Absence of picture and playback, there can be
comprehension and recall issues.
 Pen is the mightiest
 On radio, writers are in full command of their
audiences and can make them ‘see’ whatever they
want them to.
 Talented writers effectively use the pen to deliver
visual impressions with sounds alone, with no budget
of
 Building sets
 Create costumes
 Go to exotic locations.
 Addition of visuals are done by using tools of voices,
sound effects and music.
 Voice modulation is done by:
 Deep voice
 Angry voice
  Trembling voice of a grey haired
 Accented voice of NRI
 Tired voice of a laborer
 Excited voice of an agitator, etc.
 Right sounds and voices can save words and
help dramatise situations.
 Elements of script, voices, sound effects and
music must be in sync to ensure that the
listener gets the message.
SCRIPTWRITING
FOR
RADIO
 Structures of radio
Commercials
 One Voice
 Dialogue
 Multivoice
 Celebrity
 Continuing Character
 Audio Demonstration
 Sounds and Music
 Interviews
 Vignette
 Case history
 PRODUCING
RADIO
COMMERCIALS
 The ABCs of Writing and
Producing Radio Spots
 Start with a bang
 Make one point
 Identify the brand
 Simplicity Counts
 Keep Away from numbers
 Make it personal
 Be Conversational
 Use sound effects and music discreetly
 Choose the spot length wisely
 Get the timing right.
 Ask for action
 Unify a radio campaign
 Exploit the timeliness of radio
 Use humour prudently
 Be daring
 Refresh the spots
 Customise
 Present the commercial to the client
 Try going live
 Ad example
SFX: PHONE RINGS
HOTEL MANAGER (in a slow tone): Hello Noorani
CUSTOMER (in a rushed and excited voice): Haan Noorani, khana order
karna hain.
HOTEL MANAGER (nonchalantly): Haan Bolo
CUSTOMER: Ek Biryani aur ek kadai chicken. Aur chicken fresh hona
chahiye, han.
HOTEL MANAGER: Aur kuch?
CUSTOMER: Nahi, kuch nahi.
SFX: PHONE RINGS
HOTEL MANAGER: Hello Noorani
CUSTOMER: Haan mein abhi phone kiya. Woh chicken bilkul fresh hona
chahiye.
HOTEL MANAGER (reassuringly): Haan, haan, fresh hoga baba.
SFX: RECEIVER BEING KEPT DOWN
SFX: PHONE RINGS
HOTEL MANAGER: Noorani
CUSTOMER: Achha suno, woh chicken kadai mein chicken ekdum fresh
hoga na?
HOTEL MANAGER (somewhat angrily): Ekdum fresh hoga baba
CUSTOMER: Naaraz kyun hota hain?
ANNCR: If you are over cautious, the Franklin India Mutual Fund is just for
you, with 19.4% returns per annum over the past nine years. Franklin
India Mutual Fund – performing consistently (pauses and then
emphasises) for you.
SFX: DOORBELL RINGS
DELIVERY BOY: Aap ka fresh chicken kadai.
SFX: HEN CROWING
ANNCR (very rapidly, almost incomprehensibly): Past performance may or
may not be sustained in future. Refer the offer document before
investing.
THANK YOU