Creative Radio Advertising - DipLCM Diploma

Creative Radio Advertising - DipLCM

For Creating Radio Adverts


Have you ever wondered what makes really effective radio advertising? Have you become frustrated on how to convince clients to advertise more on radio? Or do you find yourself lacking inspiration on how to come up with effective ideas?

This course reveals the secrets of effective radio advertising that makes you/ your clients more money.

If you want to work in radio, or already work in radio and want to upskill whilst also gaining an industry endorsed and university awarded qualification, this course is for you.

Working in radio sales or production it is vital to understand what the KEY differences are between radio and print/press advertising and how you can use radio to create effective commercials. Your clients’ commercials will then work much harder for them, so they will spend more money advertising on radio with you.

Over the years we’ve heard from hundreds of clients who’ve said "Radio doesn't work for us". In each case, the problem was NOT the medium (ie Radio) but the MESSAGE (= ineffective radio commercial).

We'll show you the skills you need to develop to create EFFECTIVE radio commercials that connect with your listeners in an engaging and meaningful way.

Once you have completed the course, you’ll also have the opportunity to gain a university awarded and Ofqual validated DipLCM qualification in Creative Radio Advertising! This allows you to use the letters “DipLCM” after your name and is the first qualification in the world of this kind!

In this course we'll show you:

How to guarantee your ideas win clients over and gets them to say YES

How to create radio commercials that just beg to be listened to.

Why confusing radio with press advertising kills business.

How to influence your listeners on a subliminal level (& unlock their subconscious).

Become a confident and persuasive public speaker.

How to gain a university awarded and industry endorsed qualification in creative radio advertising.

Module 1: Job Roles & Responsibilities

Get to know who does what in a typical radio commercial production department.

Module 2: Understanding Radio Advertising

The crucial differences between press and radio advertising, the advantages of

radio advertising and the different ways you can connect with your listeners.

Module 3: Branding with Sound

How to brand in sound to influence people cognitively, physically, physiologically and most

importantly, change their behaviour!

Module 4: Creative Writing

Golden rules to create great, engaging copy.

Module 5: Creative Editing & Production

Key production techniques you absolutely have to know.

Module 6: Voice Production & Management

How to manage and direct your voice over artist to get the best results.

Module 7: Briefing for Radio

How to find out what you really need to know from clients.

Module 8: Pitching & Presenting to Clients

How to make killer presentations so clients love your creative ideas!

Module 9: Gaining your Qualification

How to gain the qualification.

Skills You'll Learn

  • Understanding Creative Radio Advertising
  • Branding Business' in Sound
  • Communication Skills
  • Sonic Branding Skills
  • Creative Writing Techniques
  • Briefing for Radio
  • Voice Direction & Management
  • Recording & Mixing techniques for Radio Commercials

What happens after the nine modules?

After you complete the eight modules, you may wish to take the examination to gain the qualification. Please consult the CRA DipLCM syllabus for complete details. Students will be required to upload two radio commercials to the "Upload Exam Content" section of this course. This should be accompanied by “Program Notes” outlining the nature of the radio commercials, who it was for, why it was made and including any other information the candidate thinks is relevant. You will also be required to provide a recording of yourself outlining your learning experience & why you made any creative decisions. This will be followed by Go Create Academy sending you a selection of dates for you to be available for a short online video interview with an examiner. The examiner will ask you a selection of questions about your submissions, creative reasoning & experience.

Exam Assessment Criteria

The ability to demonstrate good technical skills in recording and mixing voices and fx, together with choosing suitable music or ambiance either self-composed or from music production libraries. There should be some understanding of compressors, eq and the role of reverb and delay.

The ability to choose and direct appropriate voice-over artists, or to perform the role themselves in convincing fashion. A good knowledge of creative writing techniques. A good awareness of how to create a brief and to communicate ideas to clients. The ability to communicate the main essence of the advert, for example to promote a product or a sale; or to clearly convey a message if it’s for a public information commercial. A good understanding of Creative Radio Advertising theory.


Will I get a qualification for this course?

Students who successfully pass the examination will receive the qualification DipLCM in Creative Radio Advertising.

Do I have to take the exam?

No, you do not have to take the examination, though without the examination you will not receive the qualification DipLCM.

How long do I have to study before taking the examination?

You have exactly one year from your date of enrolment to study & enrol ALL relevant content for your examination. If content is uploaded close to the closing date, the video examination will take place in the next available slot.

What if I can't take the exam for medical reasons or extenuating circumstances?

If you feel you have just cause to take the examination after the one year expiry date, please email: providing all relevant information. Decisions will be made on a case-by-case basis.

What happens if I don't pass the examination?

If you don't pass the examination, you can apply to retake it. This will involve an exam retake fee only - for details email:

What resources will I need?

You need access to a Windows, Mac or Linux computer or an iPad/tablet & an internet connection.

Peter Stone
Peter Stone
Course Author & Senior Instructor

About the instructor

Peter Stone (FLCM) is an award winning creative producer, sought after public speaker & presenter and passionate about all things 'sound'.

Peter combines his deep knowledge and passion for creativity in unique ways. Initially trained as a classical pianist - winning two Lloyd Webber Piano Awards - Peter became a sound designer (Roland, Novation, Emagic), producer, composer and performer working with several top artists including Madonna, Leo Sayer and Kenny Rogers.

Peter went on to use his extensive sound expertise to take charge of radio advertising production for Capital Radio Group. He helped develop what became known as the 'creative led sell', which was attributed to increasing the UK radio industry's market share by a huge 4%! His team also won several prestigious industry awards.

When it comes to radio advertising Peter must be one of the best qualified people in the world to comment on it with his intrinsic understanding of the role of sound in marketing and communications.

In this course, Peter draws on his experience of creating thousands of radio adverts at international, national (Coca-cola, Samsung, Unilever, Selfridges Group, Bauer, GMC & Unipath) and local levels. He shares the secrets of how to make compelling, engaging and successful radio commercials.

What people say about Peter!

"Dear Peter, A quick note to thank you again for the amazing presentations your did for the Classic Hits 4FM roadshow. You really are an inspirational speaker. Your energy, enthusiasm, and knowledge of our business was just so engaging and we have had phenomenal feedback not only from our clients but also from the Classic Hits 4FM team.I so look forward to working with you again next year.
Thank you,

Ken Hutton, Commercial Director, Classic Hits 4FM, Ireland

"Peter Stone joined us as guest presenter on our sales road show presenting 'The Power of Branding through Sound'. Never before have I come across someone as passionate about radio as Peter! His enthusiasm for the topic is infectious and our clients were treated to a highly entertaining and compelling presentation about how they could make radio advertising work for their business. His passion comes through in his presenting style and he engages his audience throughout the entire presentation. I couldn't recommend Peter highly enough as a presenter (and downright nice guy!) and I certainly look forward to working with him in the future"

Ciara O'Connor, CEO, East Coast FM

"Peter Stone is one of the most enigmatic speakers I have come across in my 21 years in radio sales. He gets right to the point of how sound governs every part of our lives and can influence people to think and act in a certain way.He was highly informative and entirely entertaining as he wowed us with just how much better our ad copy could be using sound. I highly recommend Peter to any radio station, his enthusiasm is totally infectious"

Helen Cruise, Direct Sales Manager, Classic Hits 4FM, Ireland.

Course Curriculum

Module 6 - Voice Production & Management
Useful Resources: