Radio commercials use sound effects and music to create word pictures and moods that engage listeners' imaginations. They contain a script with the main message, music to get attention, and sound effects to promote imagery. Radio can build a "theater of mind" through creative audio. Key elements in radio commercials include scripts, music, and sound effects. Terms related to audio in radio and TV commercials include voice overs, sound effects, music, and announcers. Visual terms refer to camera techniques and effects. Concept terms relate to storyline and storyboards.