How to create radio commercial

By: Mochamad Ismail

In digital era today, mostly people in the world watch tv at their home. Nevertheless, radio as the product which is made older than tv is still interesting and has special advantage which tv doesn’t have.

There are many people listen to radio and even have favorites program. They usually listen to it at home or some certain place like a security/guard post or open area like at the mountain, also in the car on the trip or go to office. And there are still many other places.


What for people listen to the radio? I think we usually listen to the radio for news, music, drama, joke or announcer which funny and familiar. And among these programs there ads of product what we call “Radio Commercial”.

Radio Commercial are effectively to grab a certain market, certain people. Especially talkshow program to talk about product or lifestyle, in this program radio commercial is very effective because the target market is selected.

Bacause the strength of power is a sound. The radio commercial must have the power to take attention listener in a few seconds. Usually duration of radio commercial is 60 seconds or one minute. And in that duration we can break down to be some parts.

5 parts of radio commercial to make it effective:
- Part 1: Unexpected things in 5 second earlier. Such as: Sound effect, laughing, special voice, or a question or statement that make people interest, and other unexpected things.
- Part 2: Create the need of product. By creating something emotional with entertainment or dialog. If the product is for teenager, the dialog could be the teenagers in the certain situation. If a family, maybe the situation in family between children to mama, or mama to papa or the dialog among them.
- Part 3: Propose the product. Product knowledge which informed in the situation by dialog/monolog.
- Part 4: Ask for action. Engage the audience to call or buy the product. The phone number should be mentioned if there is a consumer service. Or if the product already distributed to all area just mention it such as: “…you can find it at stores near your home….”
- Part 5: Ending by mention the brand of product.

I think these are the things what make radio commercial effective as my experienced. Maybe, different country has the same way but with different culture and certain style. I hope it can be useful...

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