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.

If you're considering adding a voice over element to your business's marketing plan, here are some of the key industry terms, definitions, and terminology you'll come across:

Audition Tapes: Along with their applications, potential vocal talent will send an audition tape containing a few brief examples of their work. These are useful in keeping track of your prospects and comparing their individual skills and talents.

Demo Tapes: As part of the interview process, you will want applicants to, in addition to submitting an audition tape, complete a demo tape recording of a sample script that you have picked out. If you choose the right sample script, these demo tapes can be a great help in picking the right actor or actress for the job.

Recording Studio: In order to obtain a demo tape, audition tape, or other vocal performance, you'll need a studio in which to records. If your voice actor or actress has a recording studio setup in his or her, you may be able to save on renting a space for your project.

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: With an emphasis on direct selling, commercial voice overs are a powerful way for marketers to communicate with potential customers. Commercial voice over scripts mention the product or service by name and promote it in a variety of ways.

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: Impressions of current celebrities or well-known figures from the past can be a great way to create a memorable advertisement and distinguish yourself from the competition. Many scripts that are available free of royalties (often found online) incorporate the use of this strategy.

Performers' Unions: These are unions for voice over professionals that set market rates and help talent develop their skills. There are currently two unions that most professionals join; the American Federation of Television and Radio Artists (AFTRA), and the Screen Artists Guild (SAG).

Actors: The voice industry is full of actors and actresses with a knack for drama, who entered the field because of its unique nature and potential profitability. The voices provided by professional talent can help give your marketing a human flavor.

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.