ABSTRACT
The purpose of a radio advertisement—also known as a radio spot—is to motivate the listener to take a desired action. That action could be to buy a product, encourage or change a behavior or adjust the way the listener looks at the world. The delivery of radio signals has dramatically changed during the past century. In addition to receiving "terrestrial radio" over the AM and FM broadcast bands, people also get radio programming via satellite, internet and wireless devices. Radio spots reach listeners in places traditionally unreachable by other media, such as the car, the bathroom or the beach. By using strategic message planners, advertising account managers and their creative teams can craft messages suitable for a variety of well-defined target audiences. Radio scripts generally take three forms: announcer continuity, a production script and a one-column hybrid. The content and organization of each radio spot are driven by a strategic message developed in the strategic message planner.
