radio advert – Rachael Cook

Regulation of radio advertising

ASA – Advertising Standards Authority (http://www.asa.org.uk/About-ASA.aspx)
The regulatory bodies exist to protect consumers, make sure advertisements are responsible, they’re a fair deal and to keep children safe from any inappropriate advertisements.
Notes about the company:
70% is taking care of misleading adverts.
30% is offense and harm of advertisements.
How do they regulate radio advertising?
Read complaints, find ways to resolve the problems.
Actively checks ads in all media texts and regularly make surveys to check all the data is up to date and whether it’s a common opinion or not.

RACC – Radio Advertising Clearance Centre (http://www.racc.co.uk/about-us)
RACC was set up in July 1996 to make its own advertising clearance body.
They needed a fast, user-friendly, people who took account of radios special characteristics and a service upholding high standards of consumer protection.
RACC makes sure the adverts are regulated, check all kinds of radio adverts all the time to make sure consumers are safe.
They do this by listening to adverts which are requested to be played before they are aired on radio stations.

Ofcom – Office of Communications (http://www.ofcom.org.uk)
To make sure if any of the companies are making the same mistake with their advertisements, and if they are repeatedly breaking the rules, then they will be banned from making any more to avoid more complaints.
They regulate radio advertising by listening to responses of advertisements then taking action to resolve the problem.

Legal issues Fast food hamburgers – doctors are against most of the advertisements used for fast food restaurants as they don’t always state how many calories their hamburgers have, and what impact they can have on your body. Ethical issues truthful – advertisers must be truthful, especially when it’s shown on times/channels that children could be watching. Children wouldn’t be able to understand exaggerated information, like a toy helicopter being indestructible. Future of their product – they must take a good look into what they think the future of the product lines will be, whilst deciding whether they are acting ethically as advertisers or not.

Advertiser	Budweiser (Link 1)
Number of complaints	1
Part of code the advert was banned under:	19.6 (Link 2)
Why was this advert banned? Reading link 1, what were the main issues that the complainant had? Reading link 2, what did this advert breach in the ASA code?	The main issue that the advertisement has was alcohol linking with sexual success. The advert was banned because the alcoholism was linked with sexual activity, saying that if you drink their alcohol then you have a girlfriend and that it would increase your attractiveness.
This news story might help: http://www.campaignlive.co.uk/news/1126292/

Advertiser	PPP
Number of complaints	1
Part of code the advert was banned under:	3.1 AND 3.9 (Link 2)
Why was this advert banned? Reading link 1, what were the main issues that the complainant had? Reading link 2, what did this advert breach in the ASA code?	Misleading, it made it seem as if there was no deadline to file a claim to PPI. Mis-selling They must hold evidence to prove the claim they made about there being no deadline, otherwise the audience would be likely to believe it and there needs to be adequate sustention.
This news story might help: http://www.bestadvice.net/ppi-radio-ad-banned/

Advertiser	Barisons Productions Ltd
Number of complaints	1
Part of code the advert was banned under:	3.1, 3.3 and 3.8
Why was this advert banned? Reading link 1, what were the main issues that the complainant had? Reading link 2, what did this advert breach in the ASA code?	Reference about an actor who was no longer included on the show were still made, without his agreement. Misleadingly including clips of the actor to make it seem like he was still included on the show. Adverts are not allowed to use images or clips of any actor/actress which are not included with the show/film itself, without the actor or actress themselves being informed.

Purposes of radio advertisement (with examples)

radio advert, Research

Janet by the Co-operative 2014
To let listeners know of their special offers – this will intrigue people who are looking for a way to save money. To help listeners who are also struggling to find gifts for their loved ones – if the person has only just been reminded of a special occasion and doesn’t have much time to find a gift or just can’t find one, they can go to the Co-operative. Where to find gifts for their loved ones – some could be completely clueless on what store to even go to and which stores will have what they’re looking for. An attempt to solve all their problems with gifts for special occasions – if they have problems in their relationship(s) and want to try to solve them, they can try with gifts. Have listeners ready for the holidays – just think of the amount of trouble a husband can get into if he forgets his wife’s birthday or just some simple flowers/a card for valentines. Have happy customers – when their customers hear about their special offers, they’ll be thrilled that they won’t have to go bankrupt just to make their wife happy. So that they can earn more business – Without updated advertisement, how would the Co-operative earn money?

Cancer Research – Race for Life by Sweary Science 2014
More donations – with more donations, they’ll be able to continue on research to find a cure More sponsorship – this will also go towards donations and possibly inspire people taking part to look forward to the event or possibly train more to help when the race comes. To help them continue more research – which would help more patients suffering with cancer. Inspiration to join the race for life – with more people joining, there’ll be more sponsorship, more donations and more ways to help find a cure. To interest people who know of cancer and want to get rid of it – If there’s more people taking part, everybody wins. To be remembered as a funny advert and possibly make them get involved in some way – this can also give them a reason to join the race and make them want to earn more money for the charity. Help more patients – if nobody knows about the race, nobody will join and there won’t be any money raised.

2012 Halitosis Chicken Licken Hot wings
For more customers – so that they can tell others about their products, they can get feedback and have enough money to go over the feedback to make it better for future customers. For anyone who is also finding it hard to stop the urges of them needing their hotwings – if there’s people who already know about their hotwings but are finding it hard to stop the urge with the restaurant being closed because of strikes, this advert is for them. Feedback on what people think of it – to have more customers which means more business and they’ll find out how they can make it better. If it’s really good, the audience may tell others about it – more publicity, more customers so that they earn more money. For anyone (mostly families) who are looking for a new favourite restaurant – some families go to a different restaurant each week/fortnight and they need to know what places are good or what places they should try, so this advertisement would help them. Inform them of the strike – if they didn’t know about it and were about to go to their restaurant, the advert will inform them. Anyone who likes chicken, to let them know they sell it – so that chicken lovers know of another place to add to the list of where to go to get chicken.

2012 Dorm Campbell’s Soup
So the listeners find their advertisement funny and they remember it when they see the soup in stores and that may make them try it – if they’ve heard something about the advertisement previously, they’re more likely to buy the product. Let more people know of their delicious soup – gains more customers and lets customers tell others what they think of the soup. For listeners to remember any embarrassing moments with their family, laugh over it then buy a can of their soup – if they have a memory behind the product, it may intrigue them to buy it to show to the other people involved in the memory and try it. Something to try for soup lovers – something new to try, for people who are interested in those kinds of products.
If the listener(s) don’t have a meal planned and are starving – so they have an idea of what to eat and possibly go back for more, to have it again. To get out to an older audience who still listen to the radio – it’s easier to advertise to that kind of audience as they don’t need much to be entertained but a younger audience can be of a bigger variety, be interested in more things and possibly not even be interested in the advertisement, some don’t even listen to the radio. Spread feedback – if other people hear good feedback about the product, they may want to try it themselves.

2011 Dear Me Washington State Department of Health
For any listeners going through the same problem – to find help from others who have experienced the same problems. To let them know where they can seek help from – if they need help desperately, this advert will let them know where to go. Let listeners know there is help out there – no one will be able to know what stage they’re on, whether they’re about to give up or just realising the problems, wherever they are, they need to know that there is help out there. To shock listeners – to possibly stop them from causing more and smoking more. Make them think about the situations around them – make them realise how smoking has had an impact on their lives. Possibly stop them in their tracks and make them see that seeking help is the right thing to do, better sooner than later – stop more problems happening and possibly save lives. If the listener(s) know anyone who smokes, they can tell them about the advertisement and their helpline – stop more problems before they happen.

Job roles in radio advertising

radio advert, Research

Job title	Job Description and Salary	Skills and Qualifications Needed	Contribution to the Product and ways you can get this type of job
Market Researcher	Collect and analyse information. Find out views about consumer products or political and social issues. Salary is £20,000+ per year because you’ll be working over 35-40 hours per week. (nationalcareersservice, 2014)	You’ll need communication skills (in speech and writing). Brilliant number & computer skills. To be able to analyse and interpret statistics. Able to work well under pressure. Be creative, organised and a good problem solver. Team work and business awareness. Higher education qualification or you can work yourself up from an interviewer or an assistant researcher. You would need a degree in maths, statistics, business/management and economics if you’re applying for quantitative work, and if you’re applying for qualitative work; you’ll need a degree in psychology, sociology, geography, social sciences and anthropology. Job experience.	You’ll be helping the radio find more ways to advertise in ways that suit them and would increase their audience. If you want this job in qualitative; you can apply here: http://www.researchjobfinder.com/job/61548/research-manager-qualitative/ – this website helps you find all kinds of jobs and you can find more information for this kind of job here: https://nationalcareersservice.direct.gov.uk/advice/planning/jobprofiles/Pages/marketresearchexecutive.aspx
Voice Over Artist	In voice over artist, you have to use your own voice and be speak over whatever is played in the background or silence and you’d be heard on the radio. Paid £50 an hour because of how involved you are with the advertising. (ukvoices, 2014)	You don’t need experience but you will need a phone, computer (so that they can contact you and you can apply for the job) and a voice which is different; so that people who listen to your voice can hear that difference, instead of it being one they’ve already heard before or one that wouldn’t interest listeners. Be able to record your voice so that you have an entry for the job. Clear, loud voice.	You would be helping whichever company you choose by helping them advertise over the radio and helping anyone who is looking for the kind of advertisement you’ve used to apply with. Apply for this kind of job here: http://www.ukvoices.co.uk/ – this website is for anyone who wants to be a voice over artist and it guarantees you’ll be paid more than what you have to for membership or money back guarantee.
Sound Editor	Edit sound and create soundtracks by cutting & synchronizing audio which fits the filming perfectly. (mediamatch, 2014) Salary is £35,000+ because you’ll be helping the company advertise with sound which fits the clip(s) they want to use.	Wide knowledge of programmes to use which are able to edit sound. Be able to create, design and import sound. Experience in various soundtrack delivery systems. Excellent hearing, a good sense of timing, keeps attention to detail and good communication skills. Expert knowledge of all post production, sound equipment processes and procedures.	With this job; you’ll be helping the company produce advertisement which has good sound quality and fits the kind of audience they are trying to reach out to. You can get this type of job by applying here: http://www.jobmonkey.com/broadcastjobs/post-production.html
Commercials Producer	A commercials producer is someone who helps make the commercial needed for a specific product. Average salary is £55, 857 per year because they are helping the manager produce a successful advertisement.	Experience in commercials, promos, and sponsorship. Teamwork in brainstorming ideas for commercials, devise creative concepts, help develop and write simple scripts. Work on animation and live action creative work. Keep to deadlines. Responsibility. Planning shooting schedules. Experience directing shoots and edit producing would be wise. Work under pressure Self-motivated. High level of written and verbal communication. Able to travel on short notice. Wide knowledge on computers. (velvetjobs, 2014)	In this job, you’ll be helping making commercials for the company and this would help increase their audience. You can apply for this job here: https://www.velvetjobs.com/featuredjob/media/guest/54094 – with NBCUniversal (CNBC International) and they’re a recognised global leader in business news.
Media Buyer	Responsible for buying advertisement spaces in newspapers, magazines, TV, online, radio and cinema, you would have to be able to reach as much as the target audience as possible. Salary starts at 18,000+ per year but increases with the more target audience you are able to reach and experiences you have. (nationalcareersservice, 2014)	Quick thinking, business sense, and creativity. You will need a BTEC HND or a degree in advertising, marketing, statistics or operational research, communication and media studies or business studies. You will need work experience in an advertising agency before applying for this job so that you have an idea of what the surroundings will be like. Sales skills are needed. Knowledge of how to get in contact with different kinds of media so that you’re able to apply for the space.	A media buyer helps the company increase their audience; reaching out to more people that suit the product. You can apply and find out more information for this job here: https://nationalcareersservice.direct.gov.uk/advice/planning/jobprofiles/Pages/advertisingmediabuyer.aspx – this website offers a wide range of different careers and loads of information on the career you are looking for.

Production process for radio commercials

radio advert, Research

1. Figure out what you’re advertising
2. Summarise the goals for your advert in brief
3. Define a target audience (be specific)
4. Include a budget timeline
5. Which radio station will it be on?
6. Use ideas that can help achieve your goals
7. Avoid cost overruns by planning for the future
8. Check your advertisement sounds how you want it to
9. Consider running the advertisement again if it went well.
10. (Final advertisement must contain contact information & pricing/any special offers)

Equipment list

Description	Where you get it from.	How much to rent or buy?
Microphone: this equipment is very important for radio advertising, as without it you won’t be able to have voice overs, presenters, special guests or any recordings of voices in the radio studio you want. A microphone helps the listeners hear a clearer voice and allows you to be heard over fading or low-volume music.	You can buy a microphone from amazon, you can also buy one from http://www.dv247.com/microphones/ , eBay, Dolphin Music, Argos, Shure, and you can find more stores when you search for microphones on google. Where as you can hire a microphone from microphone-hire.co.uk which depends on the type and how long you want to hire it for, but a Sony DWZ-M50 Digital Radio Mic costs £24.00 per day. You can also hire a microphone from http://www.erento.co.uk/hire/parties-tradefairs-events/sound-audio/microphone/ .	To buy: Amazon: £6.27+ http://www.dv247.com/microphones/ : £22+ Dolphin Music (http://www.dolphinmusic.co.uk/category/recording/microphones/ ): £20+ Shure (http://www.shure.co.uk/products/microphones/vocal_microphones ): £56.40+ To hire: microphone-hire.co.uk for a Sony DWZ-M50 Digital Radio Mic: £24 per day (including vat) http://www.erento.co.uk/hire/parties-tradefairs-events/sound-audio/microphone/ : £10 per day or more.
Zoom H4 recorder: a zoom H4 recorder is used to store recordings of audio and the audio can be transferred onto a computer by a SD card, so this can help for any narrations and parts of the radio advertisement that is pre-recorded.	Buy: Amazon, eBay, nextag (http://www.nextag.co.uk/zoom-h4-recorder/compare-html#!), solid states sound (http://www.solidstatesound.co.uk/zoomh4n.htm), calibex (http://www.calibex.co.uk/zoom-h4-recorder/search-html ), dolphin music (http://explore.dolphinmusic.co.uk/search?p=Q&w=zom+h4+recorder ), CVP (http://cvp.com/index.php?t=product/zoom_h4n ) and more. Hire: hire a camera (http://www.hireacamera.com/cameras/detail.asp?model=606 ), tfsuk (http://www.tfsuk.com/zoom-h4-portable-sd-4-track-recorder-zoom-h4-c-5-p-118.html ), richmondfilmservices (http://www.richmondfilmservices.co.uk/equipment/digital-recorders/PDR081.html ), pec (http://www.pec.co.uk/pecvnew/hire-zoom-h4n-handheld-mobile-4-track-recorder.html ), aeonhire (http://www.aeonhire.com/equipment-hire/sound/zoom-recorder ) and more	To buy: Amazon: £200+ nextag: £162.05+ (including delivery) solid states sound: £219+ (including VAT) calibex: £162.05+ dolphin music: £219+ (RRP: £337.01) CVP: £210+ To hire: hire a camera: daily hire: £12, weekend hire: £18, weekly hire: £45, etc. tfsuk: £9 per day (not including VAT) or £27 per week (not including VAT) richmondfilmservices: daily: £5 and weekly: £20 pec: £30 per day aeonhire: £10 per day
Audio edit suite: this is where all the audio for the shows/advertisement are edited and without this, the editors won’t be able to add in music/sound effects after or put the whole advert together. You can enhance the audio with effects and make sure the audio is clear.	If you would like to buy an audio edit suite, it’s sold here: http://www.videomaker.com/article/3167-edit-suite-the-heart-of-your-edit-suite-editing-decks or you can buy all the equipment and room separately or know someone in the business that has retired which is unlikely but you can hire one from these sites: http://www.lafcpug.org/phorum/read.php?2,131144,131144 , http://www.videomaker.com/article/3167-edit-suite-the-heart-of-your-edit-suite-editing-decks , http://www.quarantinerental.co.uk/home/edit-suite/ and more if you search “hire an audio edit suite” on any search engine.	To hire: lacpug: 750$ per month (£469.73) videomaker: 200$ (£125.22) Quarantine Production Rentals: £500 per day
Adobe Audition: helps to edit the audio you want to use to suit the advert you’re making.	Buy from: amazon, softpedia or creative.adobe.com You can hire adobe audition from: https://creative.adobe.com/products/audition/ , www.softpedia.com/get/Multimedia/Audio/Audio-Mixers-Synthesizers/Adobe-Audition.shtml	To buy: amazon: £21.89+ or on creative.adobe.com softpedia: £19.99 To hire: Creative.adobe.com : free trial softpedia: free trial
Radio Ad Script: all the people involved in the radio advertisement would have to have a copy so that they know the storyline and who is saying what for when it’s time to record.	You would have to type one up yourself which is free if you already have a program to type it up on.	Free – You can download copies of scripts that have been used before by the BBC here: http://www.bbc.co.uk/writersroom/scripts/ for inspiration
Radio Ad Production Studio: this room will help produce the advert, put the whole advert together and make sure all the parts fit, all of the audio/picture/sound effects and more are working before sending the advert in.	Buy: http://www.bmamusic.co.uk/production-studio/radio-tv/ , or like an audio edit suit; you can buy all the equipment and room separately. Hire: http://www.spectrumradio.net/hire-our-studios , http://radiostudiohire.com/ , http://www.radiofacilities.com/radio-isdn/4581477868 , find more on any search engines.	Buy: BMA Music: £525 (including a one year radio license) Hire: spectrum radio: on weekdays at 9am – 6pm (including a twenty minute studio tour): £60 per hour + VAT or £80 per hour + VAT (including an engineer) Evenings & weekends: £100 per hour + VAT (including engineer) radio studio hire: £75 per hour (free 15 minutes set up) or £37 per 30 minutes. radio facilities: £50+ per hour
Sound Effects: these are clips of audio that can make the listeners react in a certain way and listen to the radio advert. Sounds such as explosions (however these aren’t allowed to be used on radio advertisements), echo, alerts, air movements and more.	You can find these online and download a few for free, depending what quality you want the sound in and the kind. You can find sound effects for free here: http://www.stonewashed.net/sfx.html , http://www.freesound.org/browse/tags/sound-effects/ , http://www.grsites.com/archive/sounds/ and you can find more on any search engines. You can buy professional sound effects from pond5.com	You can rent/buy some sound effects within an audio editing software. You can’t rent sound effects, unless they’re included in an editing program trial. Most sounds can be found online for free. pond5: $2-$5 (£1.25 – £3.13)
Voice Overs: these are the people that speak over the audio or silence in the advertisement and they describe the product/place being advertised to the listeners whilst intriguing the listeners with special offers or USPs (unique selling points) to buying the product, or visiting a place.	It can be hard to buy or find voice overs unless your advertising company is well known. You can buy voice overs from: http://www.buyvo.com/ Rent voice overs from: http://www.januarybrown.co.uk/ , and you can find more online or from other companies recommendations.	Buy: buyvo: 150 euros (£117.78)
Copyright Clearance: these are the companies that clear the copyright on a certain audio clip so that you are able to use it in your advertisement, without being fined.	https://www.copyright.com/	Depending on how popular the audio clip is and the rights.

Analysing Radio adverts

radio advert, terminology

Researching music terms Style and arrangement: what order they put the music/sounds in, what kind of style they’re trying to achieve, is there normal sounds (like wind whistling through the trees) or unnatural (like an UFO siren) sounds used? How do they make it fit the atmosphere?

Music types: Classical, instrumental, Rock, Pop, Jazz, Blues, Electronic, Folk, Country, R&B, Hip hop, Reggae, etc.

Pastiche: like plagiarism, except this time it’s legal.

Function: how well do they work together?

Main bed: recording, usually on cart (qv) of sound, usually music, providing a background for specific information given out by a presenter, e.g. ‘what’s on’ information, travel bulletin, weather news

Tag: how things link together to form the advert

Sting: very brief chord or burst of music on cart (qv) used by the presenter to punctuate output (qv).

Use of music Janet by the Co-operative 2014
Using diegetic sound, it makes the listeners focus on the sounds they hear, make them wonder what the actor/actress is doing or about to do. Intrigues them to keep on listening to find out. Not recorded live

Cancer Research – Race for Life by Sweary Science 2014
Since there is no background music, it makes you focus on voices you hear in the advertisement. Not recorded live

2012 Halitosis Chicken Licken Hotwings Diegetic sound Not recorded live

2012 Dorm Campbell’s Soup Diegetic sound Not recorded live

2011 Dear Me Washington State Department of Health Diegetic sound Not recorded live

PRS Music Licence
It allows people who are advertising on the radio to use their music. Royalty payments relate to this because of how much they cost, being over £10,000, and that’s just the base fee. This is important on the radio advertising production because you need to have rights for the music that’s used in advertising, you can be fined a lot of money if they find out that you don’t have permission to use the song(s) you’ve used. If people find out that you’ve used music you weren’t allowed to or weren’t given the right to, they’ll refuse to hire you or support you in the products you’ve advertised.