Student Questions - radio advertising from Anonymous: MarketingProfs Question 428

Topic: Student Questions

Radio Advertising

Posted by Anonymous on 2/28/2004 at 5:10 PM ET 50 Points

What are the advantages and disadvantages of live and pre-recorded radio commercials?

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Posted by Chris Blackman on 2/28/2004 at 5:48 PM Accepted

Live (announcer reads) can be made much more convincing if the announcer has real audience cred.

On the other hand, they can be lampooned if the announcer doubts the veracity of claims made in the copy, or if the product is a bit "daggy". I hear this happen daily on my local rock/comedy/sport FM station in Melbourne.

Pre-recorded commercials are clinical, complete, controlled and incorruptible. What you sign off is what gets delivered. Only caveat - sometimes start/end of commercials can get clipped in transmission.

Worth getting media surveyed to ensure the ad you pay for is that ad that really goes to air, and that 100% of the ad is properly transmitted, with no announcer or other sounds being transmitted over the top...
Posted by Blaine Wilkerson on 2/28/2004 at 8:22 PM Member

Again....are you a student? Your questions seem like they are from a "take home quiz".

Please clarify.
Posted by ReadCopy on 2/29/2004 at 4:11 PM Member

Seriously, I can't imagine there is any difference, even when recorded it was originally live!

I can think of very few times (almost zero!) you would want a geniune live on air radio commercial to go out!