This document discusses how radio advertisements can effectively promote products and companies. It provides examples from 2005 of McDonald's and Jaffa Cakes' successful radio ads. Both ads followed conventions like clear voices, mentioning the company and deals, but were also creative in their storytelling - the McDonald's ad sounded like a realistic order, while the Jaffa Cakes ad brought in references to reality TV shows to appeal to different audiences. The document analyzes these ads as models for how to craft an effective radio advertisement.