Creative Radio Advertising – DipLCM

This course reveals the secrets of effective radio advertising.

  • Start Date: September 2019
  • Price: 999,00 €
  • Duration: 12 weeks


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!

Who is this course for?

This course is for anyone who has wondered what makes really effective radio advertising. This course will help those currently working in the radio industry in advertising or production who wish to produce more effective content and gain skills to convince their clients to advertise on radio more. This would also benefit those who want to break into the industry and want to upskill whilst also gaining an industry endorsed and university awarded qualification.

Skills you will learn

  • 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.
  • How to influence your listeners on a subliminal level (& unlock their subconscious).
  • Become a confident and persuasive public speaker.
  • Understanding Creative Radio Advertising theory
  •  Branding Business’ in Sound
  •  Communication Skills
  •  Sonic Branding Skills
  •  Creative Writing Techniques
  •  Briefing for Radi 
  •  Voice Direction & Management
  •  Recording & Mixing techniques for Radio Commercials 


Yes, this course is designed so that you can learn online at your own pace and in your own time.

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

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

You have exactly one year from your date of enrollment to study & enroll 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.

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

If you don’t pass the examination, you can apply to retake it. This will involve an exam retake fee only – for details email: [email protected]

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



Early bird discount now available
  • Enroll before September


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About the instructors

Peter Stone
Peter Stone
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Peter Stone (FLCM) is an award-winning creative producer, sought-after public speaker & presenter - passionate about all things sound. He combines his deep knowledge & passion for creativity in unique ways. Trained as a concert pianist & composer at the LCM & Royal Academy of Music (winning 2 Lloyd Webber awards), Peter became a sound designer (Roland, Novation, Korg, Emagic), producer, composer & performer. Artists include: Madonna, Kenny Roger, Simply Red, Go West, UB40, Boys Own, Status Quo, Lea Sayer, Let Loose, Cliff Richard, Jon Parr & many others. He has written brand and advertising music for Coca~Cola, Samsung, Blossom Hill, Ford, DFS, Clear Blue, Vue, Warner Village Cinema, Quickstep, Motorola, Sainsburys, BT, Cosmo Girl, Wella, Saab, Granada, Pizza Hut, Universal, Easy Jet & many more international brands. He has also written or co-written several top 10 chart hits.