Today there are hundreds of radio stations all over the world. The majority of them rely on businesses to keep them going, but there are a few public stations that are supported by the private sector. Most stations, with the exception of public radio, make the majority of their revenue by selling air time. A radio commercial is a voice over that sells a product or service. They are usually accompanied by music and can include a jingle. A jingle is a catchy tune that an advertising agency creates so that people will remember a product or service.
There are two different formats that are used in radio commercials. Live broadcasting and produced radio spots. Live ads are self-explanatory in that a DJ will read copy or a script that was created by the client or an advertising agency live on air. Produced spots are taped beforehand and are usually narrated by one or more personalities.
Some people find radio commercials annoying and are continually changing the station when they come on. These people will invariably discover that most stations air their radio commercials at the same time. It might be a coincidence, but more than likely it is to keep listeners tuned in. Businesses that use radio commercials also rely on video marketing and TV commercials. They work with an ad agency to build a campaign that will target the demographic for their particular product or service.
The objective of advertising is to keep a listener tuned in. If you do not grab their attention in the first few seconds they will change the station. Some of the most popular radio commercials have a hook to grab you in the beginning. They have a jingle that is annoying enough to sing along to every time you hear it. Insurance agencies often run a television ad that has the same jingle and narrative that the radio commercial uses. The Geico lizard is recognizable on television and radio. Every time you here that English accent you automatically know what the product is. Fast food restaurants rely on radio commercials and often use celebrities to endorse their products.
You may find them annoying or you may actually like to listen to what they have to say, but regardless of your personal opinions, radio commercials are here to stay.