Radio Advertising Production

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Tips & Advice to help you make your decision on Radio Advertising Production

Are you looking to expand your marketing efforts so that they can include radio advertising? If so, then you should know that such advertising is a very targeted and very interesting business, and it is generally more affordable than TV or print advertising while continuing to be quite easy to produce...with a little help, of course. Radio advertising production takes your good idea and your product and creates a script for the on-air announcer to read. Alternately, the production company can hire voice over actors to read the script so you can better control the delivery.

If you are looking to find a radio production team that has the required experience of working with your type of product and/or your industry, then you are in the right place to find that team. A good team will have contacts at the radio stations so you can be sure your radio spot will receive the attention it deserves. When looking for radio advertising production companies, it is important to compare the services offered by several different firms. Business.com understands this and offers a large selection of such production companies. Visit the links on the left to learn more about the products and services they offer.

Radio Advertising Production Key Terms

If you're considering a career in radio advertising production, you'll find there are many radio advertising production key terms used in this field. From words and phrases, including spot sets, jingles, live tag and donut, to acronyms such as BTA (Best Time Available) and ROS (Run of Schedule), radio advertising production has its own language. To adequately prepare for a career in radio advertising production you'll need to talk the talk.

Target audience

Most radio advertising campaigns are directed toward a specific group or groups of people. This is known as a target audience. Age group, marital status and gender are all part of what make up a target audience.
Try: Bay Area Radio Advertising gives a brief definition of target audience as well as target market, which is closely related to target audience.

Donut

In radio advertising, a donut, or donut spot, is copy that is read in a voiceover between music segments. These types of ads generally run for 30 or 40 seconds. The term donut refers to the "hole" in the middle of singing or music segments.
Try: Find a brief description of donut provided at Radio Spots Plus.

Jingle

A jingle is a song attached to a commercial spot. Jingles strive to be catchy tunes that in some way describe the product or service being advertised.
Try: Get a detailed overview of commercial jingles, how and why they are created and even listen to demos at Platinum Drive.

Live tag

A live tag, sometimes called a live announcer tag, is when a disc jockey or announcer adds a line or two at the end of a produced radio commercial. In some cases, different live tags, called rotating tags, are used for the same commercial played over and over.
Try: Lundgren Enterprises provides a detailed explanation of what a live tag is and includes an example.

BTA and ROS

BTA and ROS are acronyms used in radio advertising production. BTA is Best Time Available, referring to the best time slots for certain commercials. ROS is Run of Schedule and refers to commercials that are to be aired during different times of the day for more than one day.
Try: Dubois Radio Advertising defines many radio advertising production terms, including brief descriptions of BTA and ROS.

Equal rotation

When radio commercials are evenly distributed or aired during a radio station's day and evening, it is called equal rotation. Radio advertising producers strive to air commercials evenly across established time periods.
Try: Relevant Radio offers an explanation of equal rotation as used in radio advertising production.