Radio Advertising

In the UK there are 2 different types of radio stations, National Stations and Local Stations. National Stations are ones that are broadcast to the entire country. Some examples of this are BBC Radio 1-6 and Heart. Local Stations are ones that are broadcast to their local regions. Examples are 100% Dragon Hits and Amber Sound FM. Some radio stations can only be played in one building or a very localised area e.g. in hospitals and schools/colleges.

Radio adverts usually cost around £200-£300 (more if a well known person is in it) and the added cost for airtime which is £2 per 1,000 listeners. Radio advertising is very different from TV advertising as there are no visuals on the radio.

TV Advertising

TV adds need a lot more planning than Radio adds as there will need to be visuals as well as voice acting. Also different channels are for different target audiences so publishers will need to make sure they know which channel it is being viewed on and if it is appropriate for its target audience.

Also anything for TV has more equipment than radio which means that it will most likely cost more to make. How much a TV add will cost depends on the channel that it is on, the program that is on at the time, how long it is, what it is promoting and any famous celebrates that might be in it.

What makes a good/bad advert

To make a good advert you will need fairly good video and sound quality (just sound if radio) and it will need to be memorable in a good way. For an advert to be bad it will have bad video quality and ether be not at all memorable or memorable in a bad way. An advert is more likely to be noticed if it is on very popular channel of with a well received program so that is something else that should be considered. A good add must also have a good message as well as promoting their product.

USP

A USP (unique selling point) is when a product has something that is unique to it. For example, Jordan trainers where originally created for a specific basketball player and where then released to the public. A USP is also useful in persuading other companies use their product as a sponsor.

What can and can't you do in an advert

Once again this can depend on the target audience and also what hour it is going to be played. If an add is showed at a cinema then it needs to have an age rating and it must be within the rating of the film. The ASA (Advertising Standards Authority) is responsible for the recommended standards of advertising in the UK. If they do not approve of an advert then they will not allow it to air.