Radio Advertising - yes or no?

Cracking Media · #21 (**permalink**) 08-08-2008, 14:25

Interesting post Stewart. Creative led sell? Please could you say more about what you mean.

swpriest · #22 (**permalink**) 08-08-2008, 14:46

Quote:

Originally Posted by crackingmedia

Interesting post Stewart. Creative led sell? Please could you say more about what you mean.

Basically, the creative led sell is just that... selling your product in a more creative way. We've all heard those rubbish radio commercials which made you turn off or tune away to another station - the old formula: "At John Smith's Car Dealers, we have the best prices in town... call us on 01234 567890... that's 01234 567890. John Smith's Car Dealers.. the best prices in town".

That's a BORING radio ad. In order to make the listener sit up and take note of the product, we need to be engaging, interesting, and MUCH more creative. Tell a story with the ad... draw the listener in to the ad... then, tell them what you're selling, and give them a simple call to action.

That's the creative-led sell..

Hope that helps..

Cracking Media · #23 (**permalink**) 08-08-2008, 15:21

Yes thank you

swpriest · #24 (**permalink**) 08-08-2008, 15:41

Glad I could help!

National Office Week · #25 (**permalink**) 11-08-2008, 14:48

We had some radio coverage with our Awareness Week campaign. We found that we had much better responses with our regionalised radio advertising and press releases - it seemed to have a bigger impact.

However as someone pointed out, it is a difficult medium to track and it does depend on what you are offering as to how successful it will be.

Every marketing strategy has a risk element to it so it's worth researching as much as possible before making a choice.

Kim

imlaygilbert · #26 (**permalink**) 20-08-2008, 09:29

No, it will be not good. It is economically but not effectively. today the advertisers use high technology and spend huge money, aprox 60% send total money. the advertisement through radio not competitive with other media.

swpriest · #27 (**permalink**) 20-08-2008, 09:37

Quote:

Originally Posted by imlaygilbert

No, it will be not good. It is economically but not effectively. today the advertisers use high technology and spend huge money, aprox 60% send total money. the advertisement through radio not competitive with other media.

Not competitive? I'd say it was very competitive. Out of the three 'mainstream' mediums (TV, Radio & Print), radio as the lowest ad avoidance rate, followed by TV. Print has the highest ad avoidance rate of all.

Mooij603 · #28 (**permalink**) 21-08-2008, 15:51

I would also say if the product is concerned with outdoor: car-stuff, events, gas-stations, it's generally a good idea...But for a lot of stuff as with all mass media you're wasting money here...Cheers, Arjan

msmith · #29 (**permalink**) 22-08-2008, 02:15

Fully agreed, right product/service and in the right area can do wonders, but the same is for when you try something out of the norm and you end up flat broke spending too much doings ads in the wrong place.

Iain Ogilvie · #30 (**permalink**) 03-10-2008, 15:39

Radio advertising can work well - but has to be catchy and innovative - and preferably humorous.

I've only used it as part of multi-layered regional campaigns in the past (marketing broadband services) and can work well when combined with local PR, street/page advertising, mailshots and in particular - a specific event - i.e. leading up to a launch, roadshow event etc., etc.

Oh - and 'sound alikes' can be useful and cheap - ours used to sound like Jeremy Clarkson and had a speed theme.

As a solus activity I've always had my doubts...

Your mileage may vary!

Iain