S9-P1 – T5
Topic 5 Radio Advertising.LEARNING OUTCOMES
By the end of this topic, you should be able to:
1. Describe radio as a medium of electronic media advertising;
2. Explain how to write radio copy and radio advertisement scripts;
3. Analyse main formats of radio advertisements; and
4. Examine the production process of radio advertisements. ?
INTRODUCTION Radio is probably not the first thing that comes to mind when advertisers are thinking of ways to advertise their business and products. Especially in these days of social media and Facebook fan pages, radio might seem less popular and quite „old-school‰. But radio can be an important part of your media strategy. The fact is, radio advertising continues to be one of the most popular forms of advertising available. Radio is capable of penetrating areas of our daily lives which are still off-limits to other media. Consumers can listen to radio in their vehicles, waiting rooms, hair salons and a number of retail stores. Radio advertising targets that captive audience through a series of spots which promote products or services in a memorable way. In many countries, radio advertising is also one of the most effective with the vast majority of people tuning in to radio each week.
ACTIVITY 5.1 Radio Is Dead. Long Live Radio Many advertisers think radio is yesterdayÊs medium. But judging by the work being done today, the opposite is true. Radio is not dead, it is hotter than ever. What is going to happen to radio? I am always amused by that question, because the subtext is that radio is in trouble. To that I say radio is the ultimate survivor. It was the first-ever broadcast medium, and it went on the air way back in the 1920s, both in Canada and the US. Warren Harding was the first American president to speak on public radio in 1922, and Prime Minister Mackenzie King was the first Canadian leader to be broadcast in 1927. Radio seemed like a miracle because it was the first time an entire country could hear a live sound at exactly the same time. Since then, radio has survived the competition of motion pictures, television, VCRs, PVRs and now, the Internet. If I had to put my finger on why radio has survived, I would have to say because it is such a "personal" medium. Radio is a voice in your ear. It is a highly personal activity. People rarely listen to radio in groups, the way an entire family might sit in front of the television, or go to a theatre to see a movie. Radio is local. It broadcasts news and programming that is mostly local in nature. Through all the technological changes happening around radio, and in radio be it AM moving to FM moving to satellite radio and Internet radio, basic terrestrial radio survives into another day. Also, in the world of advertising and marketing, radio continues to be incredibly innovative.
Source: OÊReily (2013) Question: According to the given text, radio seems like a miracle and it has survived the competition of many other forms of media. Radio is not dead but continues to be incredibly innovative. Discuss.
5.1 RADIO BROADCASTING
Broadcasting takes advantage of electronic technology which combines to create a method of transmitting content or data. They may include television, radio, Internet and any other medium that requires electricity or digital encoding of information. There are many traditional technologies that are considered broadcasting and a few newer ones which depend on old methodology. The traditional radio broadcasting comprises the AM or Amplitude Modulation and the FM or Frequency Modulation. As ways of broadcasting radio signals, both the AM and FM transmit the information in the form of electromagnetic waves. AM works by modulating the amplitude of the signal or carrier transmitted according to the information being sent, while the frequency remains constant. This differs from FM technology in which sound (information) is encoded by varying the frequency of the wave and the amplitude is kept constant. New technology broadcasting comprises the HD Radio, Satellite Radio and Internet Radio. The HD Radio technology transmits digital audio and data alongside existing AM and FM analogue signals. Satellite Radio delivers programming to millions of listeners who are willing to pay for special radio equipment along with monthly subscription fees. Programming for satellite radio is beamed from earth to satellite, and then sent back to earth. Special antennas receive the digital information either directly from the satellite or from repeater stations. Internet Radio which is also referred to as „streaming‰ provides the illusion of radio by separating audio into small packets of digital information, sending it to a computer and reassembling the packets into one continuous stream of audio. Radio Broadcasting in Malaysia Radio Malaya started transmission on 1st April 1946 in Singapore. When Malaya gained independence in August 1957, Radio Malaya was split into two with the original studios in Singapore managed by a new station called Radio Singapura while Radio Malaya moved to Kuala Lumpur. Now called Radio Televisyen Malaysia (RTM), this broadcasting station maintains and controls 36 radio stations (six national, two international, 17 states, 11 district stations) and two television channels (TV1 and TV2). All together there are 53 radio stations in Malaysia (more than 30 government-owned and more than 15 private- owned radio stations).
5.1.1 Radio as Advertising Media
Ever since the advent of television in the 1940s, people have been forecasting the death of radio broadcasting. However, radio continues to be relevant to advertisers. Rather than decreasing, the number of radio formats is growing and they have become more segmented. In fact, radio has been a significant media for advertisers for a long time. Some researchers have demonstrated that radio advertising has the highest impact in the short term of all forms of advertising. In many countries in the world, radio remains a strong advertising medium with continued growth in advertising revenue. In the US, The Radio Advertising Bureau has a membership of more than 6,000 radio stations offering advertisers a choice of local, regional and national coverage. The availability of radio on mobile devices such as smart phones with Internet connectivity gives advertisers access to a new mobile audience, as well as the traditional audience at home, at work or in cars. In the UK, the 2013 reports by the UK Radio Advertising Bureau looked at the mediumÊs „true‰ return on investment. The report is titled „Unlocking AdvertisingÊs Mission Millions‰ and found that brands using radio get their money back nearly eight times over on average, and in many sectors, radio offers the best return on investment of any media. It was also found that the brands which have the highest radio return of investment use commercials which stand out fit well with the brand and communicate information clearly. 5.1.2 Radio and the Media Mix Radio can be used effectively as an individual marketing channel, as well as a supporting media as a part of integrated media solutions. How much the advertiser should invest in each media is dependent on the case in question, and on how many different media that are included. Also, the role of each media should be considered. As compared to print media, radio can make the printed words come more alive and strengthen the impact of the message. The audio element makes the impact stronger, and the message can be maintained for a longer time period. Using the same sound or music as in television it can strengthen the overall effect of the campaign. With radio it is possible to continue the influence of the television spot by, for example, targeting the message at a certain time of the day (Mumman, 2013).
Radio can also efficiently be used together with outdoor and out-of-home advertising. Through this mix, specific audience such as motorists can be
reached, and the message can be targeted effectively. The division of work is clear when it comes to the Internet and radio. In this combination the radio raises the interest of the target group, and gives directions to the advertiserÊs site. Radio, combined with the Internet can be seen from two different perspectives; how radio channels can be heard via Internet, and how these two media work together and support each other. Today, many if not most of the radio stations in many countries including Malaysia can be heard online. This enables local stations to be heard outside of the specific region or country. Internet is a natural delivery channel for the radio, as the radio adapts easily into different technological requirements. Internet and radio have proven to be a media mix where the media support each other very well. Radio awakes the target group interest, and the Web generates information and works as a distribution channel (Mumman, 2013). Radio Advertising in Malaysia Radio is a popular advertising media in Malaysia together with television and newspapers. According to Advertising.my, Malaysians tune in to the radio throughout the day with the most listeners recorded for the rush hours between 6.00am and 10.00am and 4.00pm to 8.00pm daily. This is when most people are driving to and from their work place while there are many other times when Malaysians are listening to the radio as well, which determines the target group for marketers. In total, there are 53 radio stations in the country. In an average week, 90 per cent of the listeners are 10 years old and above which as mentioned most of them are listening during the peak hours of the day. The total number of listeners throughout the week is consistent throughout the country. Radio Stations There are, in general, two main types of radio stations such as those available in a particular language and cuts across various genres and format radio stations. Where this is concerned, the former are commonly offered by public or privately owned media owners while the latter are offered by the likes of AMP Radio Networks. Privately owned radio stations total at 21 stations which is run by Media Prima who owns Fly FM, Hot FM and One FM which are in English, Bahasa Malaysia and Chinese languages respectively as well as Suara Johor and Star RFM which operates four stations as well as others like Bernama, BFM Media and Husa Network.
On the other hand, AMP Radio Stations operate seven format radio stations which are Era FM and Sinar FM which are in Bahasa Malaysia, Hitz.FM, Mix FM and Lite FM which are in English Language, My FM which is in Chinese and THR which is in Tamil. All the radio stations cater to a specific group of target group where their programmes are classified under the likes of news or talks, adult contemporary, country, hot adult contemporary, contemporary hit radio, classic rock and golden oldies. Radio Spots Advertising spots on radio are bought based on on the programme. Where this is concerned, buying spots on radio is purely based on time because they are at a time when a specific target group are listening to the radio. The most common spots that advertisers can consider when advertising on radio are in the mornings where teenagers are tuning in before school starts as well as in the afternoons when they are back from school. For the working adults, the rush hours are most common as that is when they are in the car travelling to and back from work. Other known peak hours include the mid- mornings and afternoons which garner the most female listeners who are most commonly housewives. Advertisers would then have to identify which station would suit their products best and which time slot is most appropriate. The total number of listeners in the past few years has been very consistent. Source: („The forefront company in technology and advertising,‰ 2015)
5.2 RADIO COMMERCIAL Radio advertisements or radio commercials are based on the idea of creating an audio-only environment consisting of sound, speech, sound effects, music and authentic sounds and placing the listener inside of it. Even though the radio advertising is received by the listener only through one sense ? the hearing ? people tend to perceive their surroundings using all their senses. Therefore, radio advertising is considered as a perfect sensory experience for the audience.
5.2.1 Advantages of Radio Advertising The benefits of using radio for advertising are many, ranging from its effectiveness to its low cost. Here are some of the main benefits: (a) Close Contact Radio is an intimate form of advertising. Many people listen alone, such as when travelling in a train or driving. Listeners develop strong relationships with their favourite stations, identifying with the music and bonding with the radio personalities. (b) Targetable The diverse spectrum of radio programmes allows advertisers to target their message to specific groups. Radio stations know its audienceÊs demographics, whether the programme is a childrenÊs show, an entertainment segment, an all-sport or a classic music format. Radio advertising reaches the specific gender, age and economic status of listeners as there is a clear target. (c) Cost-effective Advertising especially on local radio broadcasts is not very expensive. Radio advertising is more cost-effective than television commercials, print advertising and direct mail. (d) Mobile Radio advertising is mobile as it works everywhere. Consumers do not have to be in front of their television or at their computer. They do not have to buy or borrow a printed magazine or newspaper, or even know how to read. However, in many countries majority of adults listen to radio in their cars, or while at work. (e) Fast Production Radio advertisements can be produced very quickly, unlike television advertisements. Also, unlike magazine print advertisements, there is no need to wait for the next issue to come out. (f) Varieties of Promotional Activities Radio stations may offer a variety of promotional activities that support advertising. The station becomes a partner allowing companies to give away promotional items with names and logos of the sponsors, be live on- air and even hold broadcasts from the sponsorsÊ place of business.
(g) Measurable Results Radio advertising especially in direct response advertising has the ability to track results quickly, and accurately. It tracks results down to the market, station, and location, and the results are instant.
5.2.2 Disadvantages of Radio Advertising
Some of the disadvantages are as follows:
(a) Ephemeral A radio advertisement is very immediate, ephemeral and has no durability, playing over the air for a minute or less. Listeners hear them, and then the messages are gone. If listeners missed a phone number or some other detail mentioned during the advertisement, they will have to wait for it to come on again. (b) Advertising Clutter Many businesses want their advertisements to run during peak time when people are listening but there are limited spots available. This can increase the cost for those choice time slots. This also causes advertising clutter, a situation when an advertisement is surrounded by other advertisements, thereby forcing it to compete for the listenerÊs attention. Advertisements get buried in the middle of an extended block of advertisements. (c) Background Noise Radio can often be background noise. Advertisers will need to run the advertisements more than a few times in order for it to make an impact because the listeners may not be focusing on them. (d) Distraction This is the opposite side of portability. People can listen to the radio while they are on the road driving. However, they are not going to be able to act right away on the advertising messages they hear. Those who listen to radio while they work may be so focused on their tasks and the advertisements is not the priority.
(e) No Visuals Being human, we usually believe only what we see. The human mind can remember what it sees better than what it can hear. Radio advertisements have no visuals and depend only on sound which is presented in quick succession. This way, it is difficult for the listeners to register the ad. Whatever little is registered; it cannot be recollected completely later. Then, chances are that radio advertisements are not easily remembered. SELF-CHECK 5.1 Radio advertising presents the following advantages in summary. Explain each point. ? Targets customers efficiently. ? Reaches customers at relevant times and in relevant places. ? Increases awareness of a product or business. ? Gets the advertisersÊ message closer to the customer. ? Brings the advertising message to life. ? Reaches beyond current customers to increase sales base. The following phrases summarise the disadvantages of radio advertisements. Explain each point. ? No durability ? No visual ? No focus ? No priority
5.3 RADIO COPYWRITING A successful advertisement motivates and ultimately leads the audience to action. This is the most important objective of an advertisement and to write a radio advertisement that achieves this objective, a copywriter must be able to overcome the lack of visual elements and be able to capture the audienceÊs attention with words and sound. 5.3.1 Radio Copywriter A radio copywriter writes scripts for radio commercials. This copywriting specialty demands a deep understanding about how people listen and respond to radio programming. It also requires an „ear‰ for what makes an attention- grabbing radio advertisement. As discussed earlier, radio advertising offers direct marketers a unique blend of benefits. Advertisers can sell to targeted, highly segmented audiences. Advertisements are relatively cheap and simple to produce and it can be fast to get on the air. However, the power of radio advertisement is usually affected or destroyed by bad writing. This is because radio advertisements rely more heavily on the quality of copy. Having said that, good writing is good writing. Whether you are writing for radio, print, television or the Internet many of the same basics apply. Clarity, good organisation of your thoughts and themes and a vocabulary that your viewers will understand are all important.
5.3.2 Writing for Radio
Radio is unique in nature. There are a few things which are specific to the medium of radio and with this consideration, here are some of the important guides (based on Pacifica radio). (a) Unlike print, radio listeners can not go back to the part they have missed. It has to be clear the first time, because there is no second chance.
(b) Unlike television, there are no pictures to reinforce your words. That means your script has to do all the describing. It also has to grab the listenerÊs attention. You cannot get back into the main point you have to get to it quickly without a long preamble. (c) Unlike Internet, it is not available for weeks at a time. You have one, and only one, opportunity to make an impact. (d) Radio is conversational. Think of the most boring lecture you have ever attended. For starters, the presenter probably read it. It probably sounded like a term paper, full of jargon and long-winded sentences. Does anybody really talk like that? (e) Radio is personal you are talking to one person at a time. That is why your writing has to sound like it is „talked‰, not read. Lectures do not work on radio. Your script can not be just „read‰. It has to be performed. Radio writing has to be tight and clear, and above all, interesting. Radio has been called the theater of the mind, because good writers can conjure up images for listeners. But most radio news is heavily formatted into tiny story slots, so you need to be as clear, descriptive and direct. (i) You must be Descriptive Obviously, the visuals are not there, so you have to add words that speak of sights, sounds, aromas and whatever else contributes to setting the scene. Ambient sound is often a big help to accomplishing word pictures. (ii) You must Write Tightly Scripts are short. Commercial radio network newscasts are brutal, with stories ranging from 10 to 30 seconds. This demands that you winnow out the excess material and include only what is necessary to tell the story. Noncommercial newscasts are longer, but are often also formatted into tight patterns. (iii) You Can Write with More Style Your vocal presentation must be gracious and authoritative, and your personal warmth must come through in your reports.
5.4 RADIO FORMAT
Radio advertisements vary in format but a typical radio advertisement features a professional voice-over artist reading descriptive copy over certain background music. Important information may be repeated several times over the course of the advertisement such as contact phone numbers, addresses, website URLs, or a geographical reference. As one spot of radio advertising ends, another spot begins and the process continues until the programme resumes. Another most common radio advertisement is a dialogue between consumers sharing information about the product to sell. This can be effective because it creates the facade of word-of-mouth advertising, and because it can be entertaining as well as informative. Some radio advertising can be very elaborate, using several different voice actors to perform a short comedy or customised music to punch up the most important parts of the advertising copy. Other radio advertising, especially when produced by a local radio station, is more straightforward, with a recognisable disk jockey or presenter providing the voice-over. These radio personalities can read an advertisement aloud during a live broadcast or otherwise endorse a particular business. Depending on the radio station and the clientÊs budget, on-air talent may be used for the production of radio advertising or it may be farmed out to a professional advertising agency to achieve the clientÊs vision. Perhaps the most common form of radio advertising is the use of pre-recorded commercials that are played over the radio. These are often professionally produced and recorded, and then sent to a radio station for inclusion in commercial breaks. Such advertisements are easy to create and record, but may offer less flexibility for some markets and can become repetitive for listeners. Live events can also be used as forms of radio advertising, in which a personality from a radio station makes an appearance at an event, promoting that event during a broadcast and drawing customers. There is a broad range of choices for type and length of radio commercials. With changes in the radio industry and better production technologies, the mode of commercial presentation has changed, and commercial advertisements can take on a wide range of forms. Some people have categorised radio commercials into two basic types as explained next: (a) Live Read Live read or the straightforward announcement is presented as a single voice reading of 30 or 60 seconds of clear, concise, fact-filled copy that motivates and sells listeners. This format does not use frills and jokes. Also there is no unrealistic dialogue. The content just focuses on the offer which is the selling proposition. This is read by a good, strong voice. There may be some background music or even some sound effects in live read. A radio announcer reads an advertiserÊs spot on the air, delivered from a fact sheet or from personal knowledge, or when the announcer endorses the advertiserÊs goods or services. (b) Produced Spot In contrast to live read, a produced spot is created either by a radio station or an advertising agency. Radio advertising spots are normally purchased with numerous air times. Advertisers can select how many times they want their spots to be heard through the course of a day as well as on which shows. Some programmes can charge more for an ad spot, depending on their listenership as well as the time of day the show airs. Prime drive time hours between 5pm and 8pm are the most expensive, while late-night ad spots are generally cheapest. 5.4.1 Types of Radio Commercials Radio commercials can be categorised into the following groups (Warner, 2009): (a) Jingles This is a commercial consisting of music. It can often make an enduring impression and a good feeling about the product. (b) Testimonials This is a commercial which makes use of a spokesperson who informs about the product. This can be extremely powerful, capturing the essence of word-of-mouth but there needs to be a strong correlation between the spokesperson and the product to make it credible.
(c) Drama (Including Storytelling) This is a commercial which consists of little more than a conversation. Commercials which require acting or real people need to be well-written to become realistic but if this is accomplished, the commercial can be very informative, intriguing and effective. (d) Humour This is a commercial which make use of humour or funny elements. Using humour can create great results and most people enjoy laughing. However, often that detracts from the actual product so it has to be done carefully. (e) Straight Information This is a commercial which lists up facts. This commercial is rarely used alone but it can sometimes occur after a commercial to mention legal aspects, in other words, the fine print used at the bottom in, for instance, a magazine or television advertisement. 5.4.2 Radio Advertising Process Good radio campaigns are a product of excellent strategy, skilful media buying, and insightful radio commercial development. The creative team manages the entire production process, including all writing, iterations of copy, voice over talent selection and production. Here are some of the steps followed when creating a radio commercial. Refer to Strategic Media, Inc. (a) Brainstorming Develop imaginative concepts around your radio advertising, considering both the company and the consumers. The creative process starts with a brainstorming of possible alternatives, and then is narrowed down into a short list of approaches that you think will produce the best results based on some rationale. (b) Brief Preparation A brief is composed which includes all necessary information on the client; who we are talking to, what we arere trying to convey in their spot, what station(s) we are running on and if there are any mandatories. Pretty much, it is the road map for the creative team to follow. Write, re-write and edit a copy brief which will be sure to engage your target market.
(c) Script Approval Approve the scripts to be broadcast on the radio. (d) Voiceover Preparation Locate, identify and hire voice over artists. (e) Recording Visit digital recording studio to bring the radio advert copy to life. Work to do include recording, mixing, editing and mastering. (f) Audio Duplication Undertake audio duplication to print and distribute your radio commercial to relevant stations. ACTIVITY 5.2 Read the following text and discuss the process of producing a radio advertisement based on the story of a personal experience in the text. We begin with a brief. Since you have already worked with our media team to plan and buy radio airtime we have this, but if not, that is the first job. From there we will develop radio creative concepts to present back to you before we go anywhere near the radio recording studio. We will also make sure the scripts are approved for broadcast by the authority. Once the radio scripts have been signed off we go into our radio recording studios to produce the radio commercials. It is here we can use sound effects, music and voice overs to utilise the power of sound and bring your script to life. Our team are experts in radio commercial production and will direct the voice over and mix the radio commercial to make sure your audio sounds fantastic.
Radio Advertising Script Sample Template KEY SFX sound effects MVO male voice over Product: National Maritime Museum and Royal Observatory Date: Title: KidsÊ memories 3 Length: 30 seconds (The kids are talking excitedly, recounting their experiences to friends or relatives) Sister: At the National Maritime Museum I steered a Viking ship. Brother: And we saw NelsonÊs uniform with the bullet hole in it. Sister: We stood in East and West at the same time. Brother: And thereÊs a giant telescope that sees double stars. Sister: TheyÊve got Captain ScottÊs chocolate itÊs a hundred years old. Brother: And I sank a warship with cannon. MVO: Explore oceans, time and space. All in one day. At the National Maritime Museum and the Royal Observatory Greenwich. Just 20 minutes from central London. And free for kids and seniors. Sister: And you should see what sailors used to eat and drink.
Brother: Uuurgghh! („National Maritime Museum‰, 2015) Radio Advertisement Sample Script Product: Public Service Advertisement Date: Title: Know Your Tap Water Length: 30 seconds
SCRIPT 1 SFX: Drip, Drip, Drip ANNCR: You drink it. SFX: Boiling water or steaming tea kettle ANNCR: Cook with it. SFX: Faucet on full, dishes clinking ANNCR: It is there every time you turn on the faucet. MUSIC: Up and under ANNCR: But what do you really know about your tap water? Do you know where it comes from? Or whatÊs in it? You should. And now you can. Your water supplier will soon be sending you a short, news report about your water. Look for it in the mail. And when it comes, read it. Do not let this chance to learn about your drinking water go down the drain. MUSIC: Out SFX: Drain noise ANNCR: Learn more by calling your water supplier or ABC Safe Drinking Water Hotline (800-426-4791).
SCRIPT 2 ANNCR: We talk about water all the time. We say our mouths water, and we do not want to get into hot water and blood is thicker than water, and you cannot mix oil and water. It is not all talk ? we are even made of water.
Up and under ANNCR: But what do you really know about your tap water? Do you know where it comes from? Or what is in it? Chances are, you do not. But now you can. Your water supplier will soon be sending you a short, news report about your drinking water. Look for it. And when you get it, read it. Because this report really holds water.
MUSIC: Out ANNCR: Learn more by calling your water supplier or ABC Safe Drinking Water Hotline (800-426-4791). ("United States Environmental Protection Agency", 2015)
ACTIVITY 5.3
1. Write a simple radio advertisement script using a specific format shown in this topic or any other format you think suitable. Imagine that the creative brief of this script says that the objective of the campaign is to promote Malaysia as an amazing tourism destination for holiday, business, educations, jobs and medical treatment. The audience for this campaign is foreigners living in any one of the Southeast Asian countries. 2. Tune in and listen to radio advertisements. Observe the content and analyse to what extent the copywriter has managed to present the advertising goal in a simple, straightforward and measurable way. Answer the following questions based on the advertisement that you have chosen to analyse: How does the advertisement:
(a) Talk about benefits?
(b) Keep the message simple, not trying to be complicated, cute or tricky?
(c) Show Undeniable Value?
(d) Ask the listeners to take a specific action? What action?
Radio continues to be relevant to advertisers. Rather than decreasing, the number of radio formats is growing and they have become more segmented. In fact, radio has been a significant media for advertisers for a long time. Some researchers have demonstrated that radio advertising has the highest impact in the short term of all forms of advertising. ? Radio advertisement or radio commercial is based on the idea of creating an audio-only environment consisting of sound, speech, sound effects, music and authentic sounds and placing the listener inside of it. ? The benefits of using radio for advertising are many, ranging from its effectiveness to its low cost. Main advantages of radio advertisements include close contact, targetable, cost-effective, mobile, fast production and measurable. ? The disadvantages of radio commercials are that there are no visual elements and radio is often used as background noise. Also, listeners may not always pay attention to the advertisements. They may also change the station when advertisements appear. A listener is usually unable to go back to a radio advertisement and listen to it at his leisure. Certain time slots are also more effective when using radio advertising. ? A successful advertisement motivates and ultimately leads the audience to action. This is the most important objective of an advertisement and to write a radio advertisement that achieves this objective, a copywriter must be able to overcome the lack of visual elements and be able to capture the audienceÊs attention with words and sound. ? Radio writing has to be tight and clear, and above all, interesting. Radio has been called the theater of the mind and radio writers need to conjure up images for listeners. ? Radio advertisements vary in format. There is a broad range of choices for type and length of radio commercials. With changes in the radio industry and better production technologies, the mode of commercial presentation has changed, and commercial advertisements can take on a wide range of forms.
Live read
Radio copywriting
Produces spot
Radio format
Radio advertising
Radio spots
Radio commercial
Radio stations
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