The goal of this thesis, entitled The Making of a Radio Advertisment in Adobe Audition Program, is to present the production path of a radio ad from the beginning to the end. The thesis is divided in three parts which depict production progress from conceptual design to the final product. The thesis defines what a radio ad actually is, its history and the history of the medium, the radio. For a good radio ad we must put the idea on the paper before we transfer it into digital form. The cho ice of the right voice is also important. With a great measure of creativity, we produced the ad which meets our client's wishes and makes the client recognizable (by 'being catchy'). Radio ads have benefits as well as disadvantages. If the advertisement space on the radio is managed well, the success is guaranteed. Their success depends on efficient cost management of client's cost of the ad itself and also the radio's advertisement time. The purpose of the fieldwork is to present two radio stations and their activities, Radio Antena in Radio Antena Štajerska (former Radio Fantasy). We will also compare the advertisement prices between these two radio
stations and analyse their advertisement prices as well as their target audience and frequency reach. At Radio Antena we participated in the radio broadcast itself and its post- production. We got to know the work in the editing and sound room and room. We learned about the work of the producer by using a questionnaire. This diploma thesis represents a sort of instruction manual for producing a radio ad.