Voice acting has become more and more important in modern marketing campaigns, and there's no indication that this trend will change anytime soon.  Voice overs are a great, effective way to make a human connection with your target while extolling the virtues or your product or service.

Those who are considering using voice actors in their marketing projects would do well to learn a few key terms and definitions  that are commonly used to talk about the voice over field.  

Audition Tapes:  Prospective voice actors and actresses will submit their audition tapes as they apply for the job.  In addition to allowing you to judge the abilities of each actor, these tapes also can be kept on hand to help you keep track of the numerous applicants you will be interviewing.

Demo Tapes:  Demo tapes are also part of the interview and audition process, and can be recorded in your own studio, or completed by the voice over talent. These tapes will be a recording of the sample scripts you provide as part of the interview.  

Recording Studio:  To complete any voice work, you will need a studio in which it can be recorded.  While you always have the option of renting a studio for a project, you should always ask voice talent if they have the  equipment to record at home, as this will save you the cost of studio time.

ISDN Voice Over:  Recording studios used for professional voice over work should be equipped with ISDN technology. ISDN produces clearer, better-quality recordings than you could obtain from a run-of the mill studio.

Commercial Voice Overs:  Intended to push a service or product, commercial voice over scripts take a direct sales approach. With the right actor or actress, a commercial voice over can make your campaign much more effective and memorable.

Narrative Voice Overs:  These voice overs are intended to entertain the audience by helping to tell a story, and are often included in media such as television and film. You still  may require a narrative voice over, however, for your ad campaign, if it tells some type of story.

Impressions:  A voice actor or actress who can impersonate a famous voice can add an extra layer of humor to your ad campaign, and advertisements including impressions never fail to capture the attention of an audience. This is an easy way to make your product or service stand out from the pack.

Performers' Unions:  Voice actors and actresses are often part of these professional organizations, which assist them in developing their craft and negotiate market rates. The Screen Artists Guild (SAG) and American Federation of Television and Radio Artists (AFTRA) are the unions you will most frequently encounter in working with voice talent.

Actors:  Many actors choose jump into the voice over market because of their skill set and background in impressions, imitation, and being able to dramatize concepts. You may find many talented actors who can read scripts and develop creative and unique voices for a specific project.

Familiarity with these key concepts and the associated terminology will help you immensely in your dealing with professionals in the voice over business.  If you approach interviewing talent from an organized, educated perspective, you are sure to find a voice over professional who will boost the appeal of your advertising campaign.

About the Author: Terry Daniel is a Professional Voice Over Actor from Minneapolis, MN and Has Been Providing the Voice Talent for Hundreds of Companies and Agencies Since 1991.