Task 2b - Question 4 (Updated)

In this post I will be summarising the stages of production of an advertisement for radio. Including as many areas that go towards making up its budget that I can find whilst using specific financial information. The way in which I will go about this will be through using both these links; http://radioadvertising.co.uk/costs and http://www.marketingminefield.co.uk/radio-advertising-costs/

When creating a radio advertisement there are ten crucial steps which are;

1. Research - Research is the step whereby you research into the actual company or object which you are creating your advert for. The reason behind doing so, is so that when creating the actual advert you have factual information when creating the script. Not only this, but it allows you/ the script writers to have a bit of 'background' information on the product. This particular section of the process is particularly important due to you having to essentially get to know the company/ product in which you have to create an advert for. Without this step, you will be unable to create a valid advertisement due to lack of knowledge of the actual product.
2. Brainstorm - Brainstorm, is the step where the creativity begins to flow. You have been given the object/ company which you will be creating the advert for. Therefore as you brainstorm you will use the research that you have done to base your 'brainstorm' on. Whilst brainstorming, you will be thinking of ideas in which you can approach this particular object when creating an advert. So thinking of the different styles of radio adverts; comical, serious, informative etc. You have to have a slight set of mind of who you want to aim your advert too and how so that when you create your script you can base it on the brainstorm that you have done. The brainstorm is the place, where you are able to mix your ideas together. It's the step whereby you can test yourself as a creator to really think outside the box if needed; I think this step is valid when creating a radio advertisement as you are able to prove to your co-workers as well as yourself that you are able to work outside of the box when creating ideas. That when you plan a concept/ idea you're not only thinking on the skirts of what you've been told to do but you're also putting that extra work in which allows you when creating your script to have more a variety when writing.
3. Scriptwriting - The step of script writing is pretty straight forward, it's where you write what it is you want to be said within the advertisement. You yourself can write the script, however there is the choice of you having your advert created by the actual radio station however the scriptwriting is offered free only on the basis that they produce the commercial. If you want to produce the ad somewhere else then you run the risk of being charged the same rate as a produced commercial and the copyright of the actual script remains as the ownership of the station... If you produce your ad somewhere else you also run the risk of being sued. In terms of scriptwriting as a whole, it is where the information that you have gained gets turned into an actual script.
   
   The brainstorm, may even be where you began to create a base of where you want your advert to be played/ who it's aimed for. An idea of your target audience is very helpful, in the case of creating a script. It allows the scriptwriters to use words/ sentences which aim towards your target audience. In terms of script writing you are also able to decide who it is you want in your advert as well as what you want them to say. This would be known as 'Voice Overs' which is basically the people who will be featured in the advert a celebrity etc.
   
   This part is vital in the creation of the radio advertisement, this being because it allows you as the creator to create the script in which you have planned which not only shows that you have the capability of doing so but if the script is good and makes sense then it also enables you to save money whereby you would most likely spend a good £30-40 on an actual script writer.
4. Recording - Recording is the step whereby the actual script is recorded. Whether you feature actual celebrities is up to you and the station completely. In terms of the actual recording, there are two different places in which you can record your advert. There is the actual radio station or a production house. An actual radio station, is beneficial in terms of expense. This being because, they are able to create your advert professionally and in quality for two or three hundred pounds. Within this price, it also features free help towards script writing and a copyright professional. As it may be that you want your advert to feature a celebrity and broadcast on multiple stations. The radio station is able to help you when quoting a price. In terms of a production house, it is known amongst many as the 'out of house' production. When creating an advertisement a production house compared to a Radio Station is usually considered to be quite amateurish. This being because in terms of the employees who work at the production house; they rarely have any experienced radio writers because of this, if you were to use the help of a Production house then it would be wise to ask the workers there of what degrees they actually have. In general due to the initial price of technology decreasing many individuals have gone to create their adverts in the comfort of their own home which again would be beneficial as all costs in terms of recording would be free but the actual advert may sound again quite amateurish therefore it would be best to go ahead with the choice of an actual Radio Station.
   
   In terms of recording, the script/ voice over is not the only thing that will be recorded but also the chosen music bed if you are using a live band then they will be playing in the background of the voice over which is taking place. This is usually considered as copy right free as it is created within house or upon a software such as 'garage band'. However if there is the need of an actual song which has been created by an actual band/ artist then it crucial that you receive their permission/ gain copy right so that you are able to use the song.
5. Editing - Editing is basically the combination of both your voice overs and a music bed if one is being used. In terms of editing it would again come under where you would want your editing to take place. Either a radio station or a production house or even in the comfort of your own home using a basic editing app. When editing it is important to remember that although you can make mistakes, making sure that you hit 'save' when finished your work is crucial. Without saving your work you will loose the actual creation of your advert, and when gaining feedback if they want you to change only a few things then you as the editor will have to create the advert all over again. Financially, as stated before it is up to you where it is you want to edit your advert. It could be that you want to do it in the comfort of your own home which would mean you would not have to pay a thing. Then there's the cost of getting your advert edited by a professional which would mean that you would have to pay a price to get the work you created edited by a stranger however I'm sure if asked politely they would allow you to stay with them to see the work done to your advertisement.
6. Finished Advertisement - The advert is now basically finished, so you must convert the file and make sure that everything is fine. In terms of the voice over and the mixture of your voice over. Making sure that nothing is too loud, or if the voice over is going over the music bed and vise versa.
7. Receive Feedback - Receiving feedback is crucial, so that you are away of whether your advert is good or bad. Rather be aware of what you could've done better to make your advert better now than playing it to actual producers who inform you of their negative opinion.
8. Make changes (if needed) - Again with connection of receiving feedback, it basically allows you to make changes to your advert if any are needed.
9. Final Cut - The final cut is basically the advert is completely finished. Nothing you can change/ add to make it better as you have completely finished it. This is the point of your advertisement whereby you have completely finished the planning, the creation and the editing. You have finally, finished your advertisement which means there is nothing you can do but wait for feedback from actual audiences and see if your advert has in anyway impacted their sales.
10. Upload/ Share - This is the step, whereby you now head forth with your advert and attend meetings to get your advert out there. For it to be played and listened to by your chosen target audience. If you have kept the creation of your advert within house (Radio Station) then it is most likely to be easier for you to find an actual station who will be willing to play your advert. This being because the station that you created your advert with, have put money on you so they are also apart of whether you are successful.

In conclusion, in terms of the creation of an radio advertisement the steps are pretty straight forward... It's just the matter of gaining enough experience/ contacts for you to succeed within the business.