Advertising/Radio

Radio Important aspects of a radio ad are duration and tempo. Some ways to use tempo include pausing for emphasis, and making the tone competitive or mellow. Radio advertisers try to make a "natural rhythm": using emphasis to create beats in words and phrases. Types Pitch - An announcer talking. Situation - A dramatization, or "story" Song Other types of radio ads are combinations of these three: Bed - Pitch with a Song background. Donut - A Song with a Pitch in the middle. Tag - A Song with a Pitch at the end. Vignette - A Pitch, followed by a Situation, followed by a Song The basic structure of a radio ad is Context (beginning), Content (middle), Conclusion (end).