[swpriest]

I've worked for one of the largest radio groups in the UK, and I've seen some very good, and very bad campaigns...

There are a number of factors which will affect the success of your radio campaign. I'm a strong believer in the 'creative-led sell' - this makes the listener engage more with the ad and the product you're trying to sell. While catchy jingles might help you remember a phone number, you have to have heard it a few times before it sinks in.

The creative led sell, when done correctly, makes the listener prick up their ears and listen: it makes them pay attention to the ad in full, making the call to action much more effective.

Also - making your call to action complicated will decrease your response rate. If you have to remember a phone number, or website when you're in the car, they're less likely to respond. Doing something a bit easier, like saying 'text the word CAR to 12345 and we'll call you back' takes some of the onus off the listener and on to you - making it more likely for someone to respond.

This kind of call to action allows for simple tracking of your campaign. Some stations will even set up the text number for you (for an additional fee).

Sorry for replying to an old thread, but responding to a radio-related thread was too good to resist.. :-)