As with all types of media, it really is essential to understand the way that the audience uses, listens to and reacts to a radio commercial and although it can certainly be a very powerful and cost-effective advertising medium, - equally it can be a big failure if treated incorrectly.

Possibly the first relevant factor is that the audience is usually 'doing something else' whilst your commercial is being aired (i.e. working, playing, driving, reading a book!) and therefore the situation is almost subliminal, unlike a TV ad (the audience is already watching the very same screen) or a Press ad (the audience is already looking at the page) and probably closer to Outdoor advertising in its audience receptiveness and this factor greatly affects the nature and subsequently the content of radio production.

The Strategy. Before we start we have to know exactly what we want this ad to do (i.e. visit a website, visit a showroom) and not confuse the message with unnecessary facts - we just haven't got the time nor has the audience got the patience! Simple, clear, succinct.

The Media. Choosing the right station is, naturally, vital (and with localized stations fairly easy) but care needs to be taken with the stations footprint areas to avoid too much 'outside the target area' wastage! We should also create a repetitive schedule of spots (same time of day) rather than an erratic schedule (different times). Radio really demands some degree of repetition to embed the message.

The Script. The next step is to produce the script which can be humorous, serious, possibly loud (Mr Shouty) and created together with any relevant sound effects and if required, music. It should have a carefully plotted route - get attention, tell the story, tell how to buy - and I personally always like to add a little cheeky PS at the end after the call to action as it somehow completes the story in a friendly, memorable way.

The Approval. Before we can produce the commercial, the script must be approved by the RACC who are there to protect the customer, the studio, the advertiser and the radio station who is ultimately responsible in the case of any customer litigation. So no Approval, no ad.

The Call to Action . We've only got 30 odd seconds, the listener perhaps isn't really listening and more importantly probably hasn't got a pen to hand (and can't keep the ad for later!) so keep it as simple and memorable as possible.

The Branding. As the radio is totally non-visual any efforts to create branding are extemely difficult although we can create brand familiarity with the use of repetitive music (jingles) or a strong repetitive storyline or character.

Mistakes - the Usual Suspects. - an unclear, confusing strategy; asking the ad to do too much; too much copy (we only have 30 odd seconds, unless you're an auctioneer); misunderstanding the medium; erratic media schedule; and a repetitive, poor ad can drive the audience nuts!

Telling stories out of school. I have been asked by a client to add the sound of "someone shinning up a drainpipe" (think about it) and the crowning glory by another "please ensure you use the latest logo"

Bless.