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Dear Advisor:
What's the best way to display a radio ad in a book submitted to an agency? Just the script? Or should I include an audio CD with the ads on it?
--Joseph in Boston
Advisor:
Good question. To paraphrase a cliché, reading about radio is like dancing about architecture. If your spots are produced, by all means burn 'em on a CD. They're so easy and cheap to do these days, they've become the standard. Few creative directors will read a radio script in a book or be able to properly hear in their heads what you hear in yours. Even the creative directors who are copywriters can rarely do it. If all you have are scripts, leave 'em out of your book.
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