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Radio Advert Analysis Sheet  - McDonalds

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When commissioning an advert there is a production process used. The first step is to go through the sales team. They are responsible for negotiating and going over the brief with the client. Once they are satisfied the creative writer and the director then work together to produce a script that includes music and voiceover choices. Once this is complete the script will be passed back to the client for approval. The client will then decide whether or not they are satisfied and once they are it is then down to the creative producer to create the advert. The client will then receive the advert for the final time and ensure they are completely satisfied with the end result. If they are not, the cycle begins again. This will then cost them more money. The advert will be scheduled through the trafficking department and eventually aired.

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Production houses are responsible for providing facilities used by radio stations but sometimes on a larger scale. They house the people behind scripting and producing big campaigns both national and international. These include magazine and TV advertising. Examples of production houses are: 'Shootbusiness' 'ClockTowerCreative' and 'RadioWorks.'

ClockTowercreative provide services such as 'Contract free on hold and IVR' which provides messages for a company's phone system. You have to send your script and they will give you a fix-priced quote. They also have 'Radio Days' this allows you to spend time in the studio and host your radio day. They provide connection options such as 'ISDN, Phone Patch, Source Connect NOW, ipDTL, and Skype, as well as free wifi. They then provide Video Narrative and E-Learning, this allows you to produce a voiceover track that is clean and can fit tight timings. The final thing they offer is Radio Commercials. They sat that from a basic brief they can produce creative and engaging radio commercials that make you 'stand out on air'.

In order to save time and money, some radio stations create their own adverts. An example of a radio station that does this is Salford City Radio. This allows the station to tailor the adverts to the chosen community and therefore cuts out the need for a production house.

Community radio stations will create adverts for local companies as it provides the company with an affordable but high quality advert. This allows them to get the exposure that they need to promote themselves without paying thousands of pounds for the same advert but on a bigger scale radio. for example it could cost a business around £100-£300 to create an advert with a local radio station like Salford City Radio, with the most being £600 per month for verbal mentioning with 16 spots per day but with a more national/ international station it could cost a few hundred to a couple thousand pound.

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Sound libraries are collections of sounds that are stored as CD's, DVD's and digital audio files. This allows you to access a variety of sounds made into samples and then used to create music. These allow artist to create music for free without using songs that other people have created. Sound libraries allow you to access thousands of sounds, hard drive space and royalty-free commercial license. You can pay for different subscriptions that offer more content such as on ProSoundEffects you can purchase the Hybrid Library which gives you 65,000 sounds and 1TB hard drive and the Master Library which offers 220,000 sounds and 3TB hard drive. Both come with search software, online access and royalty-free commercial license.

Using a bed can cost a creator about £6.99 per track for single use. This is used for personal videos on sites such as Facebook, Youtube and can be used for student films and online editorials. The professional track costs £69 for single use and is recommended for editors that are creating videos to promote a product, service or brand. This can be used for business, brand or charity films such as corporate films, explainers, 'how to' or testimonial videos for websites or events. This covers single use in social media ads - such as Facebook, Instagram, Snapchat and Twitter. With media spends up to £2000 per video.

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There are a range of audio recording studios available when creating adverts such as AudioAlways. They are an independent audio production company that offer ISDN voice over and audio post production studio hire at Media City. They offer voicebooth studio facilities for radio days, interviews, live programmes and podcasts.

Most audio recording studios will have a range of equipment available such as: ISDN Telephone Line ( allows connections from other devices, used for connecting audio) , Sound Booth, ( to isolate the sound and ensure that the voice is picked up) Adobe Audition Editing Software (used to edit the sound together), Microphone ( to pick up the required sound), Processor (used to boost the volume and ensure the sound is loud and clear) and a Broadcasting Desk ( for the presenters). This allows the artist to record clear and high definition sounds that give them professional sounding music.

Audio recording studios will also have a range of facilities available. for example OllieWood Recording Studios has a Pro Tools HDX system, a sonically treated control room, a live room - part of the studio where the vocalists sing and the instrumentalists play their music, the sound is then picked up by the microphones, - an isolation booth - used to capture the sound as clear as possible and keep any outside noise out. These are small spaces used for instrumentalists. and multiple editing suites, all kitted out with the latest recording and editing technology.

Popular software used with audio editing is Adobe Audition. This gives radio stations the ability to cut and change audio clips as well as add any sound effects needed. Apps such as audacity and logic pro are also used. These allow you to record your own sounds and include any sound effects required.

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Negotiated production budget:
Local sales teams and regional agencies will be used by smaller companies as they only need a small sample of people as well as a smaller sales outlook. Larger companies such as Apple will use national agencies as this allows them to reach as many people as possible. Sales teams are essential for companies as these are the people behind the production. They brainstorm and recommend advertising strategies and therefore set the production into motion.

Music Royalty Payments:
It is essential to pay music royalty payments as it ensures that you have the legal right to the song or piece of music that you are using. If the royalties aren't paid this means that you are breaking copyright fraud and are defrauding musicians. This in turn leads to very expensive copyright battles which doesn't look good for a brands image.

Voiceover Artists' Fees:
Voiceover prices will differ depending on who it is doing your voiceover. More well known actors will charge considerably more, but newer and less well known actors will be paid considerably less but can be more affordable. More experiences actors will be better for the advert as the overall quality of the acting. The amount that a company will pay for a voice actor usually shows how successful the actual brand is or how important the advert itself is, especially is the advert is important to help the brand out of any kind of financial ditch.

Trafficking costs:
The traffic department are responsible for looking after the scheduling of adverts. They make sure that there is a selection of adverts in the break along with yours. They are also responsible for tracking the success of the advert by looking at the sales figures and if they are enhanced by the advert. These are important as trafficking costs are essential to get the most out of your advert and then to track the success of it after release.

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Within the radio commercial sector there are a number of jobs that are essential to the stations success. The first is a copywriter, they are responsible for writing the scripts used for radio commercials. In order to be suitable for this sort of job, it requires a deep understanding of how people listen and respond to the radio. Copywriters often have background in radio production and can serve as both writer and producer and can be responsible for overseeing voice talent, studio production and distributing the ads once complete.

The recording engineer is a crucial part of the team. They are responsible for the technical equipment used when recording music. They must ensure that the equipment is functioning properly and that the equipment is set up in the correct place. They must familiarise themselves with the artist music style in order to prepare themselves for the session.  They are also in charge of audio post production, they combine all the recorded tracks and combines them to create a whole one. The recording engineer is not limited to recording music; with a degree there are a number of fields in which you can enter. This includes film and television, broadcasting and video game audio. In order to become a recording engineer you must have patience, listening, dedication and attention to detail. They must be able to communicate effectively with their clients to understand what they want and how best to make their ideas happen. An example of a recording engineer is George Massenburg. He has received a Grammy Award for 'Best Engineered Album' and has worked both collaboratively and individually in over four hundred records.

Radio Producers are responsible for the audio content of broadcasts through radio, internet and mobile platforms. They overlook and are involved with the entire process, from generating the original ideas to managing the response of the audience. Radio producers work with a variety of people including broadcasting assistants, presenters, DJ's, engineers or IT staff. They ensure that the shows run as smoothly as possible and that they are tailored to the key demographic. To become a radio producer you must ensure that you have a passion for radio and take an interest in the changing face of the radio industry , the key developments and their impact on the radio output. They must have a lively mind and be able to make connections between ideas and subjects. Self confidence, persistence and determination are key factors as a producer needs to be confident in what they are creating. An example of a radio producer is Clara Amfo, producer of Radio 1.

The sound technician is responsible for assembling, operating and maintaining the technical equipment that radio stations will use to record, amplify, mix and reproduce sound. They are required in a number of industries including: advertising, audio recordings, broadcasting, film and live performance. They will also have responsibilities both during the production ( recording of the sound) and post production (balancing, editing, mixing and enhancing of pre-recorded audio.) In order to become a sound technician you will need good sense of timing as well as swift reactions, with the ability to think on the spot. Problem solving and the ability to work as a team are crucial as you will spend a lot of time with a lot of different people and must be able to think quickly and professionally.