Radio Advertisement TASK 2 : Charity

WOMAN'S AID CHARITY 





Radio Station : Heart and Classical.
Both radio stations, Heart and classical have a large female audience listening to them everyday. With Heart having a percentage of 58% females ranging from the ages of 25-44 years old. And Classical having a percentage of 51% with 71% deriving from a ABC1 classified backgrounds. My Woman's aid charity is primarily aimed for women whom have started their own families. Though both radio stations meet my criteria for a having  a large female audience of the expected age to have their own family, Classical has slightly less listeners in comparison to Heart, however my decision on choosing Classical is due to the fact that majority of their listeners are from proffessional career backgrounds, they have the ability to promote the charity by simple spreading the word at the job place. Also having come from ABC1 backgrounds, they have the financial ability to contribute to the charity.

Time of day advert is to be broadcast : Morning . During the time everyone is getting ready for work. This enables my advert to be heard by a mass majority .

Duration of Advert : Until awareness is made by having more call-ins.

2A

1. The factors that make up the budget for a radio advertisement is the studio hire,agency costs,broadcasting,local sales teams national/regional agencies , music royalties,artist, traffic and production.

2. A music bed is the music played in the background of a radio dialogue. The three types of music bedding is Hire Music,Library Music and Production Music.

3. A music bed would be a more likely choice to have in a radio advert rather than a pop song as it less distracting and it enables the audience to have their attention solely on the message of the advert. A pop song consists of the singers voice being disruptive to the voice of the radio advert.

4. Advantages of using a radio station to produce a commerical is that the quality of it would be on par with other leading radio channels . Also the script of the advert would be written by a trained copywriter. The disadvantages of producing a commercial at a Radio Station would be the cost. The cost exceeds the average radio production rate as charges are based on the hiring of the studio, the people and the time taken to finalise the commercial.
Advantages of producing a radio commercial at an external production house is that they charge significantly less compared to a Radio Station, however the quality varies from it being poor to excellent. A confirmation of whether the commercial would be of good standards is dependable and hard to say.

5. The computers that have installed a radio voice editing software, knows as Reaper are easily accessible in the college. Potable voice recorders to record our voices are also readily available . A radio studio, which is a room specifically made for recording is sound proof enabling distractions and disruptive noises and sound to be absent.

6. The studio facilities  I am given access to at college in terms of Audio Hardware are Apple Mac laptops that have a voice recording installed , and a portable recording device.
Technical support is provided to me throughout my whole educational learning at Coulsdon College as my teachers and colleges technician will be willing to aid me in any technical difficulties I may face .
Booking will be a cause of concern if I fail to provide advanced notice of my access. It is vital for me to comply with my college's rules and respect other users needs to also want to use the studio.
2B
1) How much cheaper and more effective than television is radio advertising described as on this webpage?

According to the article , ''radio is three fifths as effective as TV  but only one seventh of the cost''which in turn makes it much more cost effective in comparison. However the price is not fixed as it varies on factors such as the type of radio station a commercial has chosen to advertise on, the length of the commercial, the time of day the commercial is intended to be played at,the length of the campaign since the longer the campaign the more expensive it would be, the campaign frequency and the type of advertising the commercial intends to have whether it be a sponsorship or not. 
In terms of the the effectiveness of having a commercial advertised on radio depends on the type of radio station it is advertised on, whether it be a 'radio station' or an 'in house production radio' the quality varies. 

2) Which times of the day cost the most to place a radio advertisment?

Early morning and late afternoon cost the most due to the high number of listeners tuning into the radio at this time, which is probably due to them preparing for their day ahead. In the morning majority of listeners are getting ready for work whereas in the late evening they end work and listening to the radio is their form of entertainment while they are not being occupied. 
For example, in the UK the radio stations that tend to be On Air in the morning from 5 a.m are BBC radio stations such as BBC Radio 1,BBC Radio 2, BBC Radio 3, BBC Radio 4, BBC Radio 5 and BBC Radio 6. These Radio Stations talk about the news and current affairs relating to our Country while also hosting small interviews with local celebrities. Advertising on these radio stations are impossible since the BBC policy is that no adverts will be played on their stations. Commercials played on radio stations are Heart,XFM,Magic and Classic FM. The type of adverts that are being promoted on these stations are well established companies and brands such as Nike, McDonalds and Nestle. Unpopular businesses,events and charity organisations are hardly ever played on these stations during the morning, probably due to their finance and budget. As mentioned earlier, advertising in the morning costs much more as compared to advertising later during the day. Thus the affordability seems to be only capable to large successful businesses.  


3) The duties and skills needed by a radio commercial producers involve

• The ability to generate original ideas, and to think creatively about how to communicate them                  -This is a vital skill a radio producer has to possess as creativity increases productivity and the satisfying outcome of the entire project.  Generating a positive response from the audience.
• Excellent writing and story-telling skills which they can adapt for different audiences and platforms           -This skill is required for the producer to be be able to adapt to any products aimed at all types of audience. 
• knowledge of the Radio market, different station and programme styles, and audience demographics-Basic knowledge of the radio market is required in order to please the targeted audience . Pleasing the targeted audience is done by acknowledging and understanding their suitability and preferences. Knowledge of the various programme styles will aid in the creativity of making the adverts,which in turn makes the advert more appealing to the targeted audience.
• a strong interest in advertising, and a good understanding of how radio and other relevant platforms can be used to promote and sell goods and services . -It is often said that having an interest and passion for a job or hobby makes the outcome of the end product successful. Having a passion and interest is also a form of motivation for the radio commercial producer it will also guaranteed that the producer would be willing to go above and beyond his obligations in order to ensure he/she achieves a a successful commercial.
• confidence to interpret a brief, and to pitch ideas to clients. - A successful Radio Commercial Producer possesses a trait of confidence so as to exhilarate their talent,contributions and get noticed. Being a Radio Commercial Producer includes having to meet with various people throughout the whole time and having to influence them on accepting your idea for the commercial. 
• ability to work independently, but also as part of a team. - The main priority of a Radio Commercial Producer is to be able to accept, respect,understand and compromise other people's ideas and suggestions. This is important for the creation of a creative commercial. Being able to work independently without any supervision is just as important as being able to work in a group is a contributing attribute of a successful Radio Commercial Producer . 
• self-motivation and adaptability. - Being a Radio Commercial Producer requires the constant creation of commercial for a diversity of products and companies. Self-motivation is key to be able to put up with the amount of pressure,stress and work load that goes with being a Radio Commercial Producer.
• ability to work effectively under pressure, react quickly and meet tight deadlines
• determination, diplomacy and excellent interpersonal skills. In the commercial industry majority of the projects you receive would have been given through client recommendations. Services has to be of outstanding standards in order for the producer to be recommended and referred to again. As it is a job where working with other people is part of the process of creating the commercial, it is vital to be compromising and acceptive of other ideas and reviews while also being respectful.Good communication skills is also a contributing factor of a successful producer. I think it is also important that a aspiring radio producer is able to handle rejection and not take it personally so and use it as their motivation and determination to do better.
• empathy and patience, the ability to build rapport and draw information from people.-As mentioned earlier, building a good rapport will allow for content clients of yours to recommend you to other potential clients interested in having a radio commercial. Having patience is important when many clients can be indecisive and unsure of what the want . also dealing with other people while you work with them requires patience as it takes a lot of time and effort to create and agree on one advert.
• a thorough knowledge of the law, ethics and industry regulations as they affect radio production and advertising. A clear understanding of the law and regulations must be followed to avoid any illegal broadcasting that may find offence to listeners.
• knowledge of when it is necessary, and how to acquire the relevant clearances and licenses, including copyright and music clearances. - So as to avoid breaking the law complying with the relevant clearances,licenses, copyright and music clearances must be followed strictly.
• knowledge of the requirements of the relevant Health and Safety legislation and procedures.- If in the incident health and safety is being posed as an issue,one must act maturely and sensibly so as to avoid having the workplace being held responsible. Health and safety regulation must be abided to the best of your ability.
• a high level of IT skills - particularly good word-processing and data handling skills. -IT skills hold up the main bulk of being a radio producer as it comes in when editing and creating the advert is being involved.
• the ability to learn how to use a variety of recording equipment, and to operate different radio studios. -A Radio producer may not be always working from the same station with the same equipment that's why it is important and handy to know how to operate different equipment,sound systems and editing programmes.  
• the ability to conduct effective internet research, use relevant computer software for audio editing, and, when necessary, to manipulate visual images or edit video, and upload all such material for use on websites. - This is part of the work and comes with being a radio commercial producer. In order to create and produce a successful commercial that listeners will enjoy editing is the only way to achieve this effect. 

4) Stages of Radio Production

1. Research: This is the first step whereby research is required on the type of company/industry one will be creating a commercial for this is a vital step while also researching and finding out as much information as possible about the product being advertised too.

2. Brainstorm Ideas: After conducting your research, brain storming ideas on what the script of the commercial is going to be about and deciding on the slogan,theme and style of the advert is neccessary.This is where creativity is introduced.

3.Script writing: A written text for the broadcast . Once an idea is gathered a script shall be written to finalise the idea while also incorporating the scenario and theme of the entire advert. In terms of costs, this is the part where the writer decides on the number of actors involved. The more actors needed for their voices, the larger the budget.

4. Record: Recording is going through the motions of the written script. Whereby recording the voiceovers and deciding whether their tone and accent of their voice is suitable for the advert or not. There are two options on recording an advert. A Radio Station or a In House Production . In terms of costs and budgets, a Radio Station is highly more expensive than a In House Production, this is because the quality of the advert and service received in making the advert would guaranteed be of a proffessional and desirablle quality where as the quality and service of a In House Production varies as thus having them charge a cheaper rate would be more fair and appropriate for their standards.

5. Editing: This step is involved to 'perfect' the advert. Factors involving editing consist of adjusting the volume,adding a music bedding,cutting out/ inserting pauses where necessary and adding effects.

6.Complete: Advert should now be finalised based on your contentedness of it.

7.Audience Feedback : Feedback is given so as to have a secondary opinion besides yours on the advert to judge whether the advert appeals to the audience the way intended. Charges may be applied if audience are not willing to provide feedback for free.

8. Make changes ( if necessary ): If advert had not met the requirements or expectations of the audience , making changes based on their contentedness and not yours becomes a priority and should be carried out thoroughly. At this step changes are made on their judgement and ideas.

9. Complete the Finale: The final product is confirmed and preparation has been made for to finalise the upload. No changes should be made at this point but only finalised.

10 . Upload: this is where a decision on how and where the final commercial should be uploaded and shared onto is made.Which then is finally heard to the public




Target audience : Families , Females, Mothers, Working class Woman