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¿CÓMO ESCRIBIR UN COPY DE RADIO?

Por lo general los comerciales de radio o televisión tienen una duración de 15, 20, 30 o 60 segundos; los comerciales de 10 y 15 segundos suelen utilizarse para que los radioescuchas recuerden la marca o como identificación de la estación (promocionales). Al ser de corta duración significa que el contenido del comercial debe ser lo bastante simple para ser captado por los consumidores y también lo bastante interesante para llamar la atención, diferenciarse de los demás y así evitar que los espectadores cambien de estación.

La creatividad es importante para lograr anuncios que destaquen de los demás, de entre el montón, logrando romper esa gran barrera monótona que puede existir en los comerciales de radio y captar, completa y exitosamente, la atención de los radioescuchas.

Miles de spots -tal vez más- son programados diariamente por las estaciones de radio. El radioescucha está expuesto a todos ellos, por lo que es difícil que pueda recordar algunos datos como el nombre del anunciante (marca), las direcciones, los números de teléfono o las páginas web. Escribiendo un spot muy creativo, aumentamos la probabilidad de que el radioescucha recuerde uno o todos estos datos, es decir, logramos que la marca ocupe un lugar en la mente del consumidor y así pondrá más atención y logrará asociarla con el mensaje la próxima vez que lo escuche.

Wells, Moriarty y Burnett explican en su libro “Publicidad: Principios y Práctica” que la ventaja especial de la radio es que la historia se visualiza en la imaginación del radioescucha. También llamada “el teatro de la mente”.

Para realizar un spot de radio, el copy cuenta con voces, efectos de sonido y música pero carece de lo visual; el cómo se ven los personajes, el lenguaje corporal y la escenografía variará según la imaginación de cada persona, por lo que no tendremos una sino cientas de situaciones, personajes o lugares representado la marca, según la imaginación de el radioescucha.

Jugar con la imaginación y un excelente uso de las herramientas de audio como voz, música y efectos de sonido en los spots de radio conduce a altos niveles de atención y actitudes generales más positivas hacia el anuncio y sus afinaciones.

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