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3. The dramatized commercial. Out of all different types of radio commercials, dramatized commercial is most popular. Consisting of a short play or playlet, with product as hero, they provide a solution to a problem and let people ‘create an image in their mind.’ If you fancy producing a dramatized commercial you’ll definitely have to hire a professional cast otherwise it will sound phony. But, extra cost can be worth it because this type of commercial can be very effective.
4. The humorous commercial. Humor is an extremely dangerous weapon, especially if placed in wrong hands. It’s elusive and subjective. No two people will think same things are funny. And, something that may have been amusing first time around can be downright irritating on 20th hearing. If you must use humor in your radio commercial, consider following:
~ Humor should form only part of your commercial. The rest should be used for information.
~ Don’t use slapstick. To appreciate it, you’ve got to see it, not hear it. ~ Don’t preach. Sermons are death of humor. ~ Keep it simple. The funniest things are things that everyone does in their daily lives: sleeping, eating, money, family life.
A word about jingles
Some radio commercials can be improved if they have a jingle. Simple jingles lull listener into a sense of well being, create a mood, and can become synonymous with a particular product. But, there’s a danger that while jingle will make people want to tap their feet and hum to music, it won’t motivate them to buy. For that reason you should think carefully before deciding to use a jingle in your commercial. And, don’t be charmed by jingles catchy lyrics, up-beat tempo or foot tapping beat. Ask yourself: “Will it sell my product?” If you’re not convinced, leave it out.
Where to get help
There are a number of places you can go to get help with your commercial, especially if you’re advertising locally. Here’s a couple to get you started:
1. Your local radio station will have a whole library full of sound effects and music you can tap into. However most stations don’t volunteer this information so you’ll have to do a bit of legwork. 2. Consider hiring services of a ‘jingle house’ -- a company that can whip up music and lyrics to order. Make sure you supply them with information about what you want commercial to achieve so they come up with a jingle that will appeal to your target audience.
Julia is an independent copywriter and consultant specializing in advertising, search engine optimization and search engine marketing services . To learn more about how Julia can help boost your company's profits visit her site at www.juliahyde.com. Or email firstname.lastname@example.org. You may also like to sign up for Marketing Works! Julia's monthly ezine. Visit www.juliahyde.com/form.html to sign up.