FORMS OF RADIO COMMERCIALS

No matter which type of commercial is being used, form must be considered. The time avaolable governs the choice of form, but it dose not rule out any the following. Combinations of the different forms may be used :

Straight Selling or Description

This is the most common and most widely used. Principal advantages are directness and unified development of a single appeal. It depends on the announcer and "copy for the ear." A question often raised is "Should the announcer give the commercial as his personal recommendations." The practice on most station is for the announcer not to do so in regular staff work, but he may be permitted to do so on "personality shows." Statements such as, "Come to our store" and "We have been doing business in the same location" tend to confuse the station and sponsor relationship. The usual practice is to avoidm them unless they are phrased as quotations from the sponsor.

Testimonial
This may be a personal recommendation by the program star, announcer, or guest, or a quotation from a celebrity or "satisfied user." Testimonials can impart additional impact, due to the feeling of gratitude many listeners have. They may try a product recommended by a radio "friend" the announcer or the star. If this appeal is not tactfully presented it may include a negative reaction. The indirect methode is used by many comedians.

Education
This Form may be used when the writer is using reason why appeals. A writer on advertising, Albert W. Frey, says that educational commercials "provide information for cinsumer who does deliberate before he makes a purchase, comparing values and weighing pros and cons...They are most used in the advertising of products which are rather high in price...and consumed only over a relatively long period of time."