Radio Copywriting Secrets Trivia Quiz

Answer: spots

Those of us who work in the radio biz refer to commercials and ads as "spots." It makes sense, too, as they are really just little thirty or sixty second "spots" that surface between songs and newscasts.

Answer: pause for effect

The presence of slash marks designate a pause, but the length of the pause is dependent on the number of slashes. One slash calls for a brief pause, two for a slightly longer pause, and three for an even more substantial one. (i.e. Are you tired of /// HIGH INTEREST RATES?)

Answer: hard sell ad

"DON'T MISS OUR MOTHER'S DAY SALE, THIS SUNDAY, WHEN OUR ENTIRE STOCK OF HOUSE SLIPPERS WILL BE FIFTY PERCENT OFF!" This "hard sell" technique is most commonly used to advertise sales at department stores and car dealerships. And Borax is of course an abrasive household cleanser, once pitched by Ronald Reagan during his stint as spokesman for the "Death Valley Days" TV show.

Answer: False

It is never legal to use any copyrighted music in a local radio ad without permission. The only exception to this law is music used for the purpose of promoting a club or event which features the kind of music being played and whose owner or organizer is covered by ASCAP.

Answer: schedule ads

Traffic controllers are those hard-working men and women who schedule ads for radio stations. Although there may not be lives at stake as in the other kind of traffic control, it is still a hard and demanding job, especially since each spot needs to be paired with an appropriate show and day part.

Answer: ego spot

Sometimes these ads work well, as did the TV ads for Wendy's in which founder Dave Thomas served as spokesman. But sometimes they are just an embarrassment, especially when the "ego" in question has a poor vocal delivery and refuses to take constructive criticism from the producer or engineer.

Answer: public service announcement

PSAs are those free public service announcements that tell listeners about local blood drives, charity events, and church suppers. Why do money-making enterprises like radio stations agree to run them? Because by law they are supposed to operate for the public good, and when they are reviewed each year by the state radio commission, it looks good to have those PSAs in their broadcasting log.

Answer: spot with pre-recorded jingle on either end

A donut spot comes to the station with the client's pre-recorded jingle already in place on either side of 30 or so blank seconds in which someone must blurt out wonderful things about the client's business. (i.e. "La, la, la, Miguel's Chicken Hut is the best! / This Thursday, Miguel's Chicken Hut will be serving up buy one get one free hot wing baskets! Bring the family and SAVE! / La, la, la, Miguel's Chicken Hut is the best!")

Answer: 3

Three is the minimum number of times the client's name should be mentioned. If you can fit it in more times, without being totally obnoxious, do it.! (i.e. "It's time to get ready for summer at JOE'S HARDWARE! JOE'S HARDWARE has everything you need to get your house and garden in shape for warm weather.

This week at JOE'S HARDWARE, garden gnomes and pink plastic flamingoes are thirty percent off...")

Answer: read it out loud with a stop watch

Another Copywriting 101 lesson: Always read your stuff out loud, as you wish to have it read by an announcer, with a stop watch in hand. And it is always best to make allowances for sound effects and music that may be used in the production process.