Guidelines for Writing Radio Commercials - PowerPoint PPT Presentation

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Guidelines for Writing Radio Commercials

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... page, type your name, the client's name, and the length of the spot (e.g., :30). 2. Practice your spot out loud (including sound effects and music) ... – PowerPoint PPT presentation

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Title: Guidelines for Writing Radio Commercials


1
Guidelines for Writing Radio Commercials
2
 
  • 1. At the top right corner of the page, type your
    name, the clients name, and the length of the
    spot (e.g., 30).
  • 2. Practice your spot out loud (including sound
    effects and music). It should time out to about 3
    seconds short of its official length. (A 30
    second spot should time out to about 27
    seconds.)

3
  • 3. Anything not spoken as part of the commercial
    is typed in all capital letters. This includes
    speakers names. Describe the tone of voice or
    personality of the speaker when its distinctive.

4
  • 4. Sound effects are indicated as SFX and
    underlined. Music can be included as a sound
    effect. Indicate the number of seconds required
    for all sound effects and music.
  • Be realistic about the sound effects you
    specify. They must be instantly recognizable to
    the listener.

5
  • 5. Be sure to describe (in caps so its not read
    out loud) the sound effects and music so a
    producer will know what theyre supposed to sound
    like.
  • 6. Type abbreviations of elements and names of
    speakers along the left margin. After the last
    letter of the longest name or abbreviation, tab
    over 5 spaces and begin typing dialog and
    descriptions.

6
  • 7. Repeat the product name at least 3 times
    during the spot. Use a tagline like you would in
    a print ad to help position the brand.

7
  • 8. Remember that it takes, on average, about one
    second to read aloud 16 typed characters.
  • Straight (one voice, no SFX or music)
    commercials can be delivered at the rate of about
    160 to 170 words per minute. But its best to
    limit 60-second commercials to no more than 153
    words and 30-second spots to no more than 75.
  • Sound effects and music reduce the number of
    words you can include.

8
  • 9. Capture the listeners attention quickly. If
    you havent "hooked" him/her in the first 3 to 5
    seconds, you never will.
  • 10. Use short sentences and simple writing. Avoid
    using numbers such as phone numbers or street
    addresses.
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