Radio Advert Research

By Amrit and Niluja.

Importance of radio adverts.• A movie radio advert is as important as a trailer.

• Rather than giving a visual effect of the movie, listeners are able to imagine what the movie includes, with the only availability of audio.

• Within the 30 second advert, there is enough detail of the movie to engage the audience.

• Adding on to the views of a trailer, a radio advert attracts additional members and viewers for the movie.

Codes and Conventions • Duration – 30 seconds

• Music – high/low diegetic sounds, including other.

• Dialogue (sound): quick shots of dialogue from the production.

• Language – appropriate for demographics.

• Voiceover – loud and clear - fun and engaging.

How many people listen to the radio?

• It is important to know how many people listen to the radio and what time the radio is most listened to.

• When researching on peak times of the radio. One website stated that;

‘New Arbitron-commissioned research shows AM/FM radio reaches 22% of adults 25-54 in the half hour before the peak 1-2pm shopping period. That’s more than four-times the number who are on the web and ten-times more than are using their smartphone. It’s also more than twice those watching live TV.’

• This information is valid, it determines how many people are likely to listen to the advert. This will also determine how many new audience members the advert will gain.

Local radio

• It will be more helpful to distinguish whether there is a local radio, which can ultimately be a useful institution to consider when broadcasting the radio advert.

• If a local radio is available, the advert is more likely to play many times during a day. Which increases the chances of appealing the audience.

Voice

• Voice over- essential to make the advert more engaging and promising.

• Voice will be powerful- preferably a male voice.

• Fun and engaging – draw attention of all ages. Without making it seem too childish or monotonous.

• Preferably male voice – bold and loud (makes it more effective)

Script• To prepare for a radio advert, a script is very important to

have in advance.

• Organisation before the final recording is useful, this is useful only with a script.

• Scripts have to be structured and in order for the individual to practice.

• There should be a few drafts before the recording, and few drafts of recordings, to make the final one perfected.

Ideas for script

• ‘coming to the cinema near you’ (near end of the radio advert)

• Mention age certificate (15- near end)

• Narrative voice- summarise what is going on, but do not give away too much information.

• Relevant theme background sound – contrasting voice background.

Radio Advert -Overview

Distinctiveness of offering message.(creative approach)

Important to offer relevant information to the audience. (i.e. mention age certificate to engage specific audience)

Voiceover needs to be entertaining (enjoyable to listen to)

Interplay between logic and emotion

Simplistic – not to give too much information to the audience.

Articulation – clear voice to engage the audience.

Opening of the advert- needs to grab the audience attention.

Sound elements enhance message. (cannot advertise the film with sound alone. Need dialogue from the movie.

PEAK TIME=5-9amDURATION =15-30 seconds long.