Session 9 Radio

Creative Execution in

Chapter Objectives

• Understand the peculiarities of radio as an ad medium • Identify the elements of radio commercials and how they can promote visualization without using any visuals • Learn to write the script of radio commercials

Radio as a medium Limitation of Radio – Sound Strength of Radio -

Pen is the mightiest • Radio writers can make their audience see • They use the pen to deliver visual impressions with sounds alone without sets, costumes,

Background sound effects Puncture resistant tyres – create visualization with A bottle of Coca cola creaking doors, footsteps opening and the fizz sounds on stairs and screeching along with the slogan, of tyres “thanda ka thadka” Sania Sprite, Chevrolet tavera

Bajaj KB 125 Voiceover – Zero to 60 in six seconds, in the next few seconds the sound of the bike taking off followed. Then the VO said: :Enjoy the silence” the remaining 24 seconds of the 30 sec commercial were complete

Music in Radio • Audience are more likely to select a product if it were paired with pleasant

Close -up Britannia good day Amaron batteries Mcnuggets Bingo International Cream &

Script writing for Radio • A script is a blueprint comprising dialogues, sounds, music and tone of voice instructions for a commercial. It guides the artists and others involved in the recording of the commercial.

Structure of radio

Structure of radio

ABCs of writing and producing radio spots

Appy fizz & friends

ABCs of writing and producing radio spots

Radio Audience Measurement (RAM) Radio Mirchi has taken the top spot in as many as three RAM markets -Mumbai, Delhi and Kolkata. Big FM emerges as the No. 1 player in