ABSTRACT
Anyone who listens to the radio is aware of the wide range of forms that commercials can take, from a simple message read by an announcer to expensive, carefully produced mini-dramas that pack an amazing amount of material and action into a few seconds. Actual commercial content can extend from a simple statement of the qualities of a product or service to very subtle presentations in which the product is associated with implied benefi ts or fads. A good performer will be familiar with the most common formats a radio commercial can take and be aware that various formats are often mixed together.
