Questions
1. What factors make up the budget for a radio advertisement campaign?
Cost of voice over fees is one of the main factors that makes up a radio budget. Fees for voice over artists vary depending on whether the voice is of a celebrity, the amount of skill and experience and the type of voice over season. Voice over artists are normally paid by the hour. Another factor relating to this is that when the recording will be broadcasted. A buy out clause is an accordance where the voice receives an additional fixed fee in return for releasing the rights to his or her voice. For instance, if a celebrity records a voice for a toy (IE Buzz Light Year) they will be paid the BSF and a buy out in return for the rights to use that recording that will last forever.
Scheduling and billing is another factor that relates to radio budgets. Once you get your commercials produced, you'll need to decide when you want them to go on the air. You can therefore choose from two basic types of schedules. Stations would usually decide when your commercials as well as the specific time of the day that each commercial will be played. The second type is target placed, or "flights." This strategy gives you the opportunity to decide when each commercial is played and for how many weeks during the month. Skilled radio advertising people can help you develop effective "flights." Just know that scheduled spots are more expensive, because costs are based on both inventory and the demand for particular times. For example: morning and evening drive times are more expensive than midnight or early in the morning. Some ROS placements are less expensive than scheduled placements; however, they are typically less effective.
Production Facilities - Usually your radio station will be able to help, and for two or three hundred pounds produce a quality radio commercial. The commercial production rate should include the scripting by a trained copywriter, licensing of music and Equity Voice Overs for broadcast on one radio station. You may want other services such as music production, celebrity voices or broadcast on multiple stations. The copy needs to be crystal clear and not muddied by trying to cutesy in your pitch. Voice talent can be as simple to find as calling the radio station. Most Stations have a complete list of voice talent in your area. You send the script, they voice it. Frequency is the key so make sure your ad hits the mark and will get the consumer's attention the first time. It is vital your ad stands out and conveys your message repeatedly.
Creative costs - A simple advertisement for a small station will usually cost £200-£300. London stations and Digital Stations can cost up to ten times that. The price usually includes: Script writing, Audio production, Actors to voice the ads, Music and Sound effects. Good writers and producers make a huge difference to your campaign. Don't be tempted to use an unproven writer or producer to get cheaper creative. Stations can and do refuse to broadcast audio that breaches the complex radio be he heard. As with print once a script is approved for production, changes will incur extra costs. However you can usually re-licence your ad for additional stations or a longer time for a proportion of the original fee.
What is a music bed, and what are the three types ? Explain in your own words.
Music bed it is the layer of instrumental music and sound effects that lies under the voice over. The music bed is usually adjusted in radio commercials when the announcer in the radio advert begins to speak. Three types of music beds are: Live music recorded with the speech, using a live band or single musician, Library music-often copyright and Production music, -via CD or created 'in house' by a record band/artist recorded or on software such as Garage Band.
Live music recorded with speech, using a live band or single musician would be a better type of music bed than Library music - often copyright free, because you as the individual alongside other people at the Live music recorded with speech would be able to make some significant changes to improve the music bed for a radio commercial, whereas with Library music it is via a CD, so therefore it has been done by someone else, so that person would be not able to make changes to improve music bed.
Why does it cost money to use a pop song in a radio advert ? What type of licence would you need to apply for ?
If you plan on using music produced by somebody else, you will need to obtain permission as the composition is covered by copyright.
Mechanical: Permission to reproduce, royalties paid to artist, writer and publisher based on numbers sold.
Performance: Blanket licence giving permission to broadcast/perform live, royalties paid to artist, writer and publisher when song is played or performed.
In Radio commercial production you need a Synchronization licence which allows songs/music to be reproduced in a television program, film, radio and commercials as background music.
(a) Production facilities available at the radio station itself ?
Normally your radio station will be able to help, and for two or three hundred pounds produce a quality radio commercial. The commercial radio rate should include the scripting by a trained copywriter, licensing of music and Equity Voice Overs for broadcast on one radio station. You may want to consider other services such as music production, celebrity voices or broadcast on multiple stations. The scriptwriting is free offered by a station is free on the basis that they produce the commercial. Many radio station have a dedicated studio for commercial production, or sometimes they are part of a group wit centralised facilities.
(b) An external production house ?
Another alternative is an "Out of House" Production facility with so many small radio stations opening the future of "Out of Station" or "Out of House" Production Companies seems bright.
Some radio stations may only have three or four full time staff and cannot afford to employ writers and producers for their smaller local clients. This is where Production Houses do not use experienced radio writers, the writers are often completely isolated from the client with no contact (which is also referring that in fact the client is often the radio station.
If you plan on using music produced by somebody else, you will need to obtain permission as the composition is covered by copyright.
Mechanical: Permission to reproduce, royalties paid to artist, writer and publisher based on numbers sold.
Performance: Blanket licence giving permission to broadcast/perform live, royalties paid to artist, writer and publisher when song is played or performed.
In Radio commercial production you need a Synchronization licence which allows songs/music to be reproduced in a television program, film, radio and commercials as background music.
(a) Production facilities available at the radio station itself ?
Normally your radio station will be able to help, and for two or three hundred pounds produce a quality radio commercial. The commercial radio rate should include the scripting by a trained copywriter, licensing of music and Equity Voice Overs for broadcast on one radio station. You may want to consider other services such as music production, celebrity voices or broadcast on multiple stations. The scriptwriting is free offered by a station is free on the basis that they produce the commercial. Many radio station have a dedicated studio for commercial production, or sometimes they are part of a group wit centralised facilities.
(b) An external production house ?
Another alternative is an "Out of House" Production facility with so many small radio stations opening the future of "Out of Station" or "Out of House" Production Companies seems bright.
Some radio stations may only have three or four full time staff and cannot afford to employ writers and producers for their smaller local clients. This is where Production Houses do not use experienced radio writers, the writers are often completely isolated from the client with no contact (which is also referring that in fact the client is often the radio station.
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