ABSTRACT
The purpose of an audio advertisement is to motivate the listener to take a desired action. Because of their geographic flexibility and relatively low cost, radio advertisements often are used to complement advertising messages delivered in other media. Audio ads may be embedded within a podcast. Each audio outlet has its own distinct demographic and psychographic profile. An effective audio advertisement has a simple message and a clear call to action. It takes advantage of the power of voice, music and sound effects. Audio scripts generally take three forms: announcer continuity, a production script and a one-column hybrid. The content and organization of each audio advertisement are driven by a strategic message developed in the strategic message planner or creative brief. Therefore, the content and organization of audio ads vary widely. When used to its fullest advantage, audio can create mental images that make even Hollywood special effects gurus jealous.
