There are many roles involved in the production of a commercial radio advert including a creative producer, copywriter, sound engineer, voiceover artist, and editor. The creative producer oversees the entire process and ensures the advert matches the company's vision. The copywriter writes the script for the advert based on the target audience. The sound engineer sets up the recording equipment and configures settings to capture the voiceover clearly. The voiceover artist reads the script and chooses the appropriate tone and style. The editor works closely with the producer to cut parts of the recording, add effects and music, and finalize the artistic vision for broadcast. Working together, these roles can produce a professional quality radio advert.

1. Production Roles
There are many roles during the commercial production process for a radio advert, each of
which provides varying assistance during the creation of a commercial radio advert project.
The different job-roles come together to ensure the completion of a professional and
quality advert. There are several jobs that are utilized and involved in the production of an
advert:
Creative Producer:
A person in this role will oversee the creation and production of the radio advert. They will
assign the various roles in the production process to people they believe are fit for the job.
They will watch the recording of the advert and will ensure that it is done to a high quality,
while also requesting re-records if they don’t think something works. They will have
discussed the advert at length with the marketing and advertisement wing of the company
that is producing the advert and will strive to make sure it matches the style of the company
and their artistic vision. They will also oversee the editing phase of the production to ensure
its full completion.
Copywriter:
A copywriter is the person tasked with creating the script for the project. They will have
worked with the producer and have created a script using the company’s vision and pre-
planned generated ideas. They will create the advert taking into account the audience’s age,
gender and needs. They will aim to create an advert that effectively gets across the
advertising message as well as being able to hold the audience’s attention. They will already
have had an extensive amount of time working in advertising and will know how to engage
the listener and give them what they want from the advert. The copywriter will also be
present during the production of the advert as they may be required to add or take away
some parts of their script.
Sound/Recording Engineer:
A sound engineer will set-up the recording equipment (microphone) and configure it’s
settings to ensure that the voice is picked up effectively and clearly. A person in this role will
need to know what is needed to make the advert professional in terms of voice acting. They
may need to understand the different types of pitch, accent and speed of someone’s voice,
as the production may be setback by some vocal problems. The engineers may then suggest
a different approach to the advert or change the recording settings.

2. Voiceover Artist:
This person will read the script for the advert and after being briefed by the producer
beforehand will choose what tone and style to speak in. The artist will have most likely
received training, as to broaden their vocal capabilities for a wide range of advertisements.
Their voice may be edited post production to make their voice deeper, higher etc.
depending on their performance and what is the style of the advert. The voiceover artist
may be a celebrity, which would help the cause of the advert as a well-known and liked
celebrity may further the advert, resulting in more people being attracted to the product.
An example of a celebrity in a radio advert is Mr. T in the snickers chocolate bars adverts.
His masculine personality would help the aimof the almost manly snickers chocolate bar.
Editor:
An editor will work closely with the producer during the post-production phases of the
creation of a radio advert. They will cut parts of the recording they do not find fit for
broadcast and will add sound effects, music etc. where needed. They will have been briefed
about the proposed style of the advert by the producer and will strive to create their
intended artistic vision. The editor will choose what they believe is suitable for the advert,
taking into account the age, gender and needs of the target audience.
All of these production roles are equally important and when working together, they can
result in a professional advert, suitable for broadcast on professional radio.