Article by Stephanie Ciccarelli

Radio advertising campaigns refer to the use of radio media to advertise products and services. Radio advertising has been one of the most effective ways to promote products and services, because the use of speech tends to be more precise in passing a message, in comparison to other forms of advertising that utilize print media. Hearing and speaking are the first senses that people exhibit during their developmental stages. These abilities of expression come before the ability to read or write, and therefore, radio advertising is a preferred medium of advertising among many advertisers and businesses.

Radio agencies or stations receive advertisements from their clients before bilaterally deciding on the structure and modalities of the advertisements, including the financial rates. They will also decide on the radio commercial scripts that will be appropriate for the advertisements, so the ads will be more appealing to the intended audiences. The advertising agency then delegates the advertising job to a voice actor and a producer for the final production of the advertisement. To capture the listeners’ attention, they may incorporate the use of music, funny voices, character voices, or even celebrity voices.

» Read more: Radio Advertising Creates Jobs For Voice Talent