Radio advertising production involves three stages: copywriting, voice talent recording, and production specialist editing. The process can take less than a day and is often done by a team of professionals. Copywriting is usually done by a radio station’s marketing staff or salesman. The voice talent records the script in a soundproof booth, and the production specialist adds music and sound effects using digital recording and mixing software. The final product is reviewed by the client before airing.
The production of radio advertising usually takes place in three stages. A copywriter or ad writer actually writes the script for the commercial, the voice talent then reads the script and records the audio, and a production specialist puts it all together. The end result typically often has music, sound effects, or both added to it. It usually takes a team of professionals less than a day to run radio commercial production from scratch. A single person with the right skills and equipment can produce an advertisement on their own, but the process is often done by a team of professionals.
Copywriting is the first stage of producing radio advertising. Sometimes a company will write their own script and then submit it to a radio station or production company to create. It’s more common for an entrepreneur to pitch a concept including their branding and ideas to a radio station, and copywriting will flow from that. The actual writing of the radio advertisement is usually done by a radio station’s marketing staff, and is sometimes done by the salesman who sold the advertisements. This often depends on the size of the station and the number of employees it has.
Once written, the script is passed on to the voiceover specialist or voice talent. This can be one or more people, depending on how elaborate the script is. The voice talent then reads or dramatizes the script in a soundproof recording booth. The talent will often read the script two or three times to give the technician more options to work with. Their voices are recorded digitally or on tape and then provided to the engineer for the final step in producing radio commercials.
Using digital recording and mixing software, the technician will then upload audio tracks from the vocal talents into a computer. The technician will often add a music bed below the ad, followed by any sound effects. The software is capable of using multiple audio tracks and each of the elements is often arranged on a separate track. The engineer normally adjusts the audio levels of many of these elements so that the music does not overwhelm the vocal track. Once the radio advertisement production is completed, the client or business owner will often review it before placing the advertisement on the air.
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