My Radio Advertisement Evaluation

My finished radio advertisement turned out to be 35 seconds long, a little longer than I hoped for, and the quality is very poor because I had no access to equipment so it had to be recorded by placing my thumb over the webcam and recording it on my laptop.

However the message given I was very happy with. I decided to tell the story of a young girl named Jenny, who is 17 years old suffering from anxiety who read Teen Unique magazine and it gave her that confidence boost that she needed. This way I think my target audience will be able to relate to the situation also through the use of a female voice, and therefore be more inclined to purchase my final product. The tone of voice from the speaker also changes from a sad tone when talking about her anxiety, to a happier tone when talking about the magazine, therefore encouraging the audience to buy this as the change in tone reflects her change on confidence.

In my advertisement I have managed to explain what the purpose of the magazine is, why people should buy it, and when it is available for purchase, the only thing that I forgot to include was the price.

Through my radio advertising research I discovered all of the things that I should and shouldn’t include, which really helped me when planning my advertisement, from listening the More! Magazine radio advertisement it gave me the idea of having one speaker throughout my advertisement.

I hope through my radio advertisement I have captured the true purpose behind my magazine, reinstalling confidence in those who need it.

My Radio Advertisement

This is my finalised radio advertisement, unfortunately it is poor quality due to lack of equipment it had to be recorded on my laptop so the sound is not perfect. However I am happy with the message it gives.

Third and Final Draft for my Radio Advertisement

“Hello I’m Jenny, I’m 17 years old and suffer from anxiety. It started off gradually I suppose, I’m a little larger than the rest of my friends, and I hated going out because I hated the way that I looked and eventually became dependant on staying indoors. Then my mum bought my Teen Unique magazine, it taught me all about being comfortable in my own skin and being happy by accepting who I am, so now I’m going to a party with my friends next weekend and I can’t wait! Slowly but surely I’m gaining my confidence back thanks to Teen Unique Magazine.
 Teen unique available March 20^th in all major retailers and off licences.”

This is the third and final draft of the speech for my radio advertisement. The length is 33seconds.

Second Draft for my Radio Advertisement

“Hello I’m Jenny, I’m 17 years old and suffer from anxiety. It started off gradually I suppose, I’m a little larger than the rest of my friends,  and I hated going out in large groups of people, where I knew I was going to bump into someone, I hated the way that I looked and eventually became dependant on staying indoors. Then my mum bought my Teen Unique magazine, it taught me all about being comfortable in my own skin and being happy by accepting who I am, so now I’m going to a party with my friends next weekend and I can’t wait! Slowly but surely I’m gaining my confidence back thanks to Teen Unique. Teen unique available March 20^th in all major retailers and off licences.”

This is the second draft of the speech for my radio advertisement. The length is 34 seconds.

First Draft for my Radio Advertisement

“Hello my name is jenny, I’m 17 years old and suffer with anxiety. At first I didn’t realise what was going on, it started gradually, I’m a little larger than the rest of my friends, hated going out in large groups of people, to somewhere where I knew I was going to bump into someone I knew, I hated the way that I looked and eventually became dependant on staying indoors. Then my mum bought my Teen Unique magazine, it taught me all about being comfortable in my own skin and being happy by accepting who I am, so now I’m going to a party with my friends next weekend and I can’t wait! Slowly but surely I’m gaining my confidence back thanks to Teen Unique.
Teen unique out March 20^th, available in all major retailers and off licences.”

This is the first draft of the speech for my radio advertisement. The length is 41 seconds.

The Use of a Celebrity Voice

By using the voice of a female celebrity will automatically grab attention for my radio advert and with their involvement with the magazine will encourage my target audience to buy it. They could perhaps speaking of an experience that they have gone through that is relatable to my target audience such as:

·         Lack of confidence

·         An eating disorder

·         Low self-esteem

·         Anxiety

·         Depression

Then they could go on to talk about how they have overcome this experience, and how they wished that they had a magazine similar to this to help them get through and let them know that they are not alone.

However I do not know a celebrity so perhaps a soothing calming female voice instead.

The Four W’s – Why, What, Where and When

Using the four W’s in my radio advertisement lets my target audience know why they should buy the magazine, what it is about, and where they can buy it from.

Why – you should buy this magazine because it will hopefully give you that extra boost in self confidence that you need.

What – the sole purpose of the magazine is to show girls that everyone is unique, no one is the same, and you should embrace yourself and your personality and accept yourself for who you are, you shouldn’t feel pressured by society to act and look a certain way, so just be yourself.

Where and When – you will be able to purchase this magazine from all major retailers and off-licences from March 2014

The use of Rhetorical Questions

By using rhetorical questions I believe that I can successfully engage my target audience, these questions will be aimed at them so that the audience feels as though it is targeted to them independently, this way you create a type of relationship with the audience as it will make them feel important and wanted, therefore they will buy the magazine.

Possible questions:

·         Do you feel pressured by society to look and act a certain way?

·         Do you want to stay inside and hide away?

·         Do you feel accepted by society for who you are?

·         Are skinny and unhealthy models your idea of perfection?

·         Are you constantly feeling down about the way that you look?

·         Do you ever just want to scream at the world for no reason?

·         Do you need that extra boost in confidence?

·         Do you feel that there is no point in you getting out of bed in the morning?

·         Will you leave the comfort of your house with no make-up on?

What to Include in my Radio Advertisment

Below is a list I have made of things that my radio advertisement should include, this way I am able to check that I have included everything I planned to so that my radio advertisement reaches its best potential.

·         Time length – 30 seconds

·         Rhetorical questions to engage the audience

·         Strong opening

·         Date of release

·         Name of magazine

·         Price

·         Where it can be purchased

·         Website

·         Catchy and memorable hook line

·         Why they should buy the magazine

·         What the magazine is about

Planning my Radio Advertisement

Whilst researching radio advertisement I looked at the 5 do’s and don’ts, one of the main things I discovered was the best way to a successful radio advertisement was to plan.

By planning it gives me the opportunity to write various speeches for my advertisement, and change them if required.  I also have the opportunity to gather feedback on them and see what it is exactly my target audience want to hear.

Radio Advertisement Research Evaluation

The research that I have conducted into radio advertisement has shown me the best way to create and plan my radio advertisement. I have looked into the history of radio advertisement to see how long radio adverts have been around for and to see if they are still an effective way of advertising my product. I have decided that as many teenage girls usually listen to the radio in the morning and when they get home from school the best time slot for my advertisement should be between 6 and 8.30am and then between 4 and 8pm, therefore the advertisement will not be played during the week when my target audience are at school or college where they would have less chance of hearing it.

Through my research of radio advertisement I have found out that my advert should be around 30 seconds long and as the jig saw study has shown it is more likely to be remembered with it being this length. My advert should speak directly to my audience and even their parents in case they object to their daughters reading my final product. I want to grab my target audience attention through the use of voice, I most probably will not use a jingle as sometimes it can sound tacky which would put my target audience off the idea of my magazine.

Looking at the 5 do’s and don’ts of radio advertising has made it clear what not to include in my advert, for example, I don’t want to over complicate my advert and give information that is not needed about my product however I do want to present a professional image by giving the right information about my magazine.

Now that I have finished my research I am ready to start planning and creating a radio advertisement of my own for my teen magazine.